What Brands Should Know About the Amazon Attribution Beta
Advertising has become an essential element of strategy for just about every successful brand on Amazon. In today’s landscape, many brands are driving traffic to their Amazon listings through other mediums. This is where the power of the Amazon Attribution beta comes into play. It’s used to measure the impact of off-Amazon efforts, maximize ROI, and help brands define their overall approach. Here we share even more about Amazon Attribution and why it’s important.
What is the Amazon Attribution Beta?
As mentioned, more brands are using paid social advertising, email marketing, and other digital marketing channels to drive traffic to their Amazon stores or listings. Before Amazon Attribution, it was difficult to measure performance. With this beta, brands can now identify which tactics are most successful.
Amazon Attribution also includes detailed insight into the customer’s buying journey. Analytics for discovery and research phases and purchase point is available. For example, impressions tracking and discovery reach. Having this information readily available allows brands to make adjustments in real-time.
Additional metrics include orders, revenue, purchase rate, detail page views, and more attributed to specific off-Amazon channels. And when analyzing it’s important to remember the beta uses a 14-day attribution window.
Qualifications for Amazon Attribution and How to Get Started
Before getting started with Amazon Attribution, there are some prerequisites.
- Vendors must have an active vendor code.
- Sellers must be Brand Registered.
- Brands must be driving traffic to Amazon from other channels; website traffic, email marketing, social media, etc.
Whether your brand operates within Vendor Central or Seller Central will determine how to get started. Vendors can use this form and sellers can register here when logged into Seller Central. Once signed in, begin by adding products, generating tags, and implementing them across your omnichannel mediums.
Why is Amazon Attribution Important?
The ability to identify which channels drive the most traffic and contribute to Amazon sales is invaluable. It empowers brands to address underperforming efforts and allocate spend towards worthy sources.
Knowledge of which off-Amazon channels are highly engaged can also be used to elevate a brand’s DSP strategy. MPS strategists leverage Amazon Attribution to retarget shoppers more efficiently.
MPS Perspective and Suggestions
Our strategists use Amazon Attribution in an array of ways, based on the client’s unique situation. For some, MPS uses Amazon Attribution to measure traffic driven to Amazon from a client’s own website. This works best when the brand doesn’t sell products on its website but has a high-volume of visitors.
MPS also recommends clients use Amazon Attribution to test creative strategies on social media. The beta will discover which creative performs best. Data will also show how engaged the client’s social audience is with the brand. This also applies to email marketing campaigns.
The Amazon Attribution beta is in its early stages and will expand into UK and EU audiences soon. We look forward to learning how this beta evolves and the results it generates for our clients. If your brand could use the support of a strategic partner, schedule a free consultation. And as always, we’re here to answer any questions.