Operator glossary
Amazon Attribution
Free measurement tags for off-Amazon traffic — Google, Meta, email, influencers — showing which external clicks become Amazon conversions, and the key to the Brand Referral Bonus.
Amazon Attribution issues tagged links for campaigns you run outside Amazon and reports the clicks, detail-page views, add-to-carts, and purchases they drive on Amazon. It ends the era of judging external traffic by faith: each channel and creative gets its own funnel.
It pairs with the Brand Referral Bonus, which pays back an average of about 10% of sales you refer from external channels as a credit against referral fees — meaningfully changing external-traffic math. If you drive any off-Amazon traffic without Attribution tags, you are flying blind and leaving the bonus unclaimed.
The numbers
- Free for brand-registered sellers; tags cover search, social, display, email, and influencer links.
- Brand Referral Bonus: credits averaging ~10% of referred sales against referral fees, measured via Attribution.
- Reports clicks → DPV → ATC → purchases per tag.
Primary sources: Amazon Attribution (Amazon Ads)
Related terms