Amazon Attribution is here, and it’s awesome
Amazon has launched Amazon Attribution, a method for advertisers to track how customers end up purchasing their products on Amazon after they’ve been exposed to manufacturers’ advertising. At the time of this writing, the beta is closed, but they’re building an interest list for advertisers who’d like to participate when it goes wide.
This is a big deal for Amazon vendors and sellers who advertise outside of Amazon. If you’re in this group, you’ve probably always assumed that a certain number of prospects who’ve been exposed to your brand (whether it’s through search ads, Facebook clicks or impressions, or display or video ads on any of a number of networks or publishers) have probably taken it upon themselves to visit Amazon and purchase your products as a result of seeing or interacting with your ad. But, until now, knowing that exact number has been impossible in most circumstances.
Amazon Attribution solves this problem. Now, advertisers can understand precisely how much business their campaigns are driving to Amazon.
It works by providing you with links to Amazon servers which record an ad click and/or impression (depending on the ad format). Behind the scenes, this either happens as a redirect, or via what Google calls parallel tracking, in which the customer is sent directly to your landing page while it logs the event with the Amazon server in the background.
This is terrific news for advertisers in these scenarios:
- You’re a brand which sells only via the retail channel. You run campaigns to build brand awareness and to drive customers to your site, where they can learn about your products, and follow links on your “Find a Reseller” page. If your ad spend is large enough that you can see a lift in Amazon sales which appears to coincide your ad spend, then great… but if you’re launching campaigns on multiple platforms, you won’t know which are most effective.
- You’re a brand with your own e-store. You can attribute direct sales to campaigns with Google Analytics, but what about customers who visit your site but don’t complete the purchase process. And, of course, have you influenced customers who’ve seen your ad but haven’t clicked through?
Amazon Attribution allows you to add Amazon sales to the ROI model for your ad spend, and can help inform your decisions on how to allocate your spend.
We don’t believe we’re in violation of our agreement with Amazon if we tell you that we’ve been using the beta version, and that our client loves the results. Once Amazon Attribution is out of beta, we’ll post a case study.