Amazon Attribution: How to Measure Off-Amazon Ads in 2026

Most brands we work with spend real money off Amazon: Google search, Meta and TikTok ads, creators, a newsletter. Most of them cannot say which of those dollars turned into Amazon sales.

Amazon Attribution answers that question for free. This guide covers what it measures in 2026, who can use it, how to set up tags step by step, how to read the reports, and how we use them to move budget between channels.

What Is Amazon Attribution?

Amazon Attribution is a free measurement tool from Amazon Ads that shows the on-Amazon impact of your marketing on non-Amazon channels: search, social, display, video, email and affiliate or influencer campaigns. That is how Amazon's product page describes it today.

It measures one thing your sponsored ads reports never see: what happens after a shopper clicks a link you placed outside Amazon and lands on your product page or Brand Store.

It works for paid and organic traffic alike. A Google Ads keyword, an Instagram post, a creator's bio link and a "Buy on Amazon" button in your email can each get their own tag and their own row in the report.

How Amazon Attribution Works

You create an attribution tag in Amazon Ads Agent. The tag is your Amazon destination URL with tracking parameters added.

You paste that tagged URL wherever you would have used the plain Amazon link. When a shopper clicks it, Amazon connects the click to what the shopper does next on Amazon, across devices.

Per Amazon's Attribution guide, it uses a 14-day, last-touch model. A conversion must happen within 14 days of the click, and the credit goes to the most recent tagged click.

What Amazon Attribution Costs

Nothing. Amazon Attribution is free. You still pay Google, Meta, TikTok or your creators for the media itself.

What Changed for Amazon Attribution in 2025 and 2026

The tool itself has changed less than the platform around it. Four things are worth knowing before you read any 2024 guide.

• It now lives in Amazon Ads Agent. On September 29, 2026, at unBoxed, Amazon renamed its unified ads platform Amazon Ads Agent. Amazon's Attribution pages now say you access it "through Amazon Ads Agent or tool providers integrated with the Amazon Ads API." The menu path is unchanged: Measurement and reporting, then Amazon Attribution.

• Unified reporting did not absorb it. Unified reporting went GA on June 8, 2026. Its sunset notice names only the legacy Sponsored Ads and Amazon DSP report pages, which retire by December 31, 2026. Attribution reports keep their own section.

• The view model change does not touch it. From January 1, 2026, vCPM Sponsored Brands, vCPM Sponsored Display and DSP ads in the Amazon store use a new view attribution model, with the old count kept as "all views" metrics. Amazon Attribution is click-based, and Amazon says click attribution is unchanged.

• More marketplaces. Amazon's product page now lists 18 eligible marketplaces, up from the seven in its older guide.

We found no 2025 or 2026 announcement changing the 14-day window, the metrics or the API. The API is still part of the Amazon Ads API.

Who Can Use Amazon Attribution?

Amazon lists four groups:

• Professional sellers enrolled in Amazon Brand Registry

• Vendors

• KDP authors

• Agencies with clients who sell on Amazon

The product page also says eligible users are those who use sponsored ads and sell in the Amazon store. If you are a reseller without a registered brand, you cannot use it.

Where Amazon Attribution Is Available

As of October 2026, Amazon lists these marketplaces:

Advertisers based elsewhere are eligible if they sell in one of these marketplaces. So yes, Amazon Attribution is available in India, a question we see in Search Console every month.

Console or API

You can use Attribution in two ways. Most brands start in the Amazon Ads Agent console.

Agencies running hundreds of Google and Meta campaigns usually prefer an API-integrated tool. Amazon says API tags are macro-enabled for Google, Facebook and Instagram, so one tag per publisher can cover every campaign.

How to Set Up Amazon Attribution Tags, Step by Step

Here is the manual setup, which is how we recommend starting. It takes about 15 minutes for a first campaign.

1. Open Amazon Attribution

Sign in to Amazon Ads Agent. In the global navigation, open Measurement and reporting and select Amazon Attribution.

If you have never used it, register first. For agencies, the brand owner can add you under Manage, then User management.

2. Create a Campaign and Add Products

Select Create campaign, then Create manually. Name the campaign after the product group or goal, for example "Blender launch Q4 2026". Only you see the name.

Add the products featured in your ads, plus their size and color variations. Amazon only measures products that are in stock and have photos and prices.

If products are missing or belong to another brand, fix the brand-to-product mapping under Access and settings, then Brands.

3. Create One Ad Group per Tactic

Each ad group generates its own tag, so the ad group is your unit of measurement. Create one per channel, publisher, audience or creative you want to compare.

For each ad group, set four fields:

• Ad group name: where and how the tag will be used

• Publisher: Google, Meta, TikTok, a newsletter, a creator. Choose "New" if it is not listed

• Channel: search, social, display, video or email

• Click-through URL: the product page or Store page the click should land on

Use a product page when the ad sells one product. Use a Store page when you want shoppers to browse the range, as our storefront guide explains.

4. Generate and Copy the Tags

Select Create. The confirmation screen shows one tag per ad group. Download them as a CSV or copy them one by one.

5. Replace Your Amazon Links With the Tags

Paste each tag into the destination URL field of its ad, post, button or link, in place of the plain Amazon URL. For a creator, send them their own tag for the bio link and posts.

Never reuse one tag across two creatives or channels. If you do, Amazon cannot separate them, and your report shows one blended number.

6. Validate After One or Two Days

Expect clicks first and conversions later. Amazon suggests waiting one to two days, then comparing clicks with the publisher's own numbers.

A gap of 10% to 20% is normal, Amazon says, because platforms count clicks differently. If the gap is bigger, check date ranges and whether a tag was shared across ads.

Bulk Tags for Google and Meta

For paid search and paid social at scale, choose "Upload a file to create in bulk" instead of creating tags by hand.

Pick Google Ads or Facebook/Instagram as the publisher, download the template, and fill it from a Google Ads keyword report or a Meta Ads Manager export. One file can cover up to 100,000 Google search keywords or 8,500 Meta ads.

Tag creation takes around 10 minutes. You then upload the resulting file back into Google Ads (Keywords, then Upload) or Meta (Import Ads), and you get keyword-level Amazon sales.

The 14-Day Window, Explained With an Example

The 14 days start at the click, not at the impression. Only clicks on tagged links count, so a TikTok video someone watched but never clicked gets no credit.

Take one shopper in the example above. She clicks a TikTok creator's tag on day 0, then a Google search ad tag on day 3, and buys on day 9.

Google gets the whole sale, because its click was the last one. TikTok gets the click and the detail page view, but no purchase.

If she had bought on day 18 with no new tagged click, nobody would get the sale. It shows as organic.

This is why we read Attribution as a floor, not a full picture. Channels that create demand, like video and creators, are undercounted. Channels that capture it, like branded search, look better than they are.

Amazon Attribution Metrics and Reports

Amazon Attribution reports engagement and conversion metrics, all on the 14-day click window.

Promoted vs Total Metrics

Every conversion metric comes in two versions. Promoted metrics count the products you added to the campaign. Total metrics add brand halo: the other products from your brand that the shopper bought instead or as well.

We always look at total product sales first. A creator video for your blender that sells your juicer still did its job. Our guide to halo sales covers the same idea for sponsored ads.

New-to-brand counts first-time purchases from your brand over a one-year lookback. It is the most useful number in the report, and our guide to new-to-brand metrics explains why.

The Reports You Can Download

• Performance report: campaigns and ad groups, daily or summary

• Channel and publisher report: which channels and publishers drive results

• Keyword and creative report: keyword-level results for bulk-created Google search campaigns

• Product report: promoted products and brand halo products, with rollup and snapshot views

Reports can run on demand or on a schedule. Metrics break down by channel, publisher, campaign, ad group, keyword and product ASIN.

The Brand Referral Bonus: Why US Sellers Should Tag Everything

The Brand Referral Bonus is a credit Amazon gives US brand owners on sales driven by non-Amazon marketing. Amazon says it averages 10% of qualifying sales, and it only counts traffic measured with Amazon Attribution tags.

The bonus is credited against your future referral fees. The rate depends on price and category: Amazon gives clothing as an estimated 11%, and furniture as 10% up to $200 and 7% above.

Three rules matter in practice:

• It is for off-Amazon traffic only. Sponsored Products, Sponsored Brands and other Amazon ads do not earn it.

• It covers the whole brand. Purchases of other products from your brand within 14 days of the click qualify too.

• It is slow. The full credit generally arrives after about two months, once returns settle.

Eligibility: sellers in the US store, on the Professional plan, enrolled in Brand Registry, who enroll in the program in Seller Central. Vendors cannot earn it.

For a brand spending $10,000 a month off Amazon, this is often the single biggest reason to tag every link. Our full guide to the Amazon Brand Referral Bonus covers enrollment and the bonus report.

Amazon Attribution vs Store Insights vs AMC

Amazon gives you several ways to measure outside traffic. They count different things, so they will never match. The storefront guide covers Store Insights in detail; here is how the three compare.

Store Insights Source Tags

Store Insights source tags only measure visits to your Store, and they credit a sale to anyone who visited the Store within 14 days of their last visit. Amazon notes that Attribution and Store Insights use different methodologies, so expect gaps.

Our rule, the same as in the storefront guide: judge the Store on Store Insights, judge outside channels on Amazon Attribution. If a link points at a product page, only Attribution sees it.

Amazon Marketing Cloud

Amazon Marketing Cloud (AMC) is a clean room for your Amazon Ads data: sponsored ads, DSP and your own uploaded signals. It answers path-to-conversion questions that Attribution cannot, such as how often a DSP impression comes before a branded search.

Attribution is the tool for non-Amazon clicks. AMC is the tool for how Amazon ads work together. Our AMC hub covers the queries we run most, and our guide to AMC paid features covers what costs extra.

Multi-Touch Attribution in Amazon Ads

Amazon also offers multi-touch attribution (beta, US) in sponsored ads and DSP reporting. It shares credit across Amazon Ads touchpoints only. It is not a multi-touch version of Amazon Attribution.

How to Use Amazon Attribution to Shift Budget Across Channels

This is where the tool earns its keep. Once every link is tagged, you can compare Google, Meta, TikTok, email and creators on the same Amazon outcomes.

1. Put Every Channel on One Sheet

Export the channel and publisher report for the last 30 days. Add spend from each platform, since Attribution does not know what you paid.

Then calculate three numbers per channel: ROAS on total product sales, new-to-brand share of purchases, and cost per new-to-brand purchase.

2. Read the Example

In our illustrative month above, email returns 14.7x but only 12% of its buyers are new to the brand. It mostly reaches customers who would have bought anyway.

Meta prospecting returns 0.79x, which looks like a loss. But 82% of its buyers are new, at $54 per new-to-brand purchase.

TikTok creators return 1.40x with 88% new buyers, at $28 per new customer. That is the channel to scale.

3. Move Budget in Steps, Not All at Once

Shift 15% to 20% of the weakest channel's budget to the strongest, then hold it for four weeks. That gives the 14-day window two full cycles to close.

In the example, $1,600 moves from Meta to TikTok creators. If cost per new-to-brand purchase holds, move the next 20%.

4. Add the Brand Referral Bonus to the Math

If you are a US seller, the bonus is real margin. At a 10% average, a channel at 1.40x ROAS is effectively closer to 1.54x.

5. Check the Whole Brand, Not Just the Tag

Last-touch credit undercounts demand creation. So before you cut a channel, check what happened to branded search volume, total sales and TACOS while it ran.

Brand Analytics search query data is the quickest check. If branded searches rose during a creator push, the creators did more than their tags show.

Channel-by-Channel Notes

• Google search: bulk-tag at keyword level. Branded keywords will show high ROAS and low new-to-brand; judge them separately from generic terms.

• Meta and Instagram: tag each ad set or creative. Compare prospecting and retargeting separately, or retargeting will look like the hero.

• TikTok: give every creator and every Spark Ad its own tag. Video drives demand, so pair Attribution with branded search trends.

• Email: tag each send or flow. High ROAS from your list is expected; watch the new-to-brand share for referral or partner emails.

• Influencers and affiliates: one tag per creator, never shared. Pay flat fees only to creators whose cost per new-to-brand purchase beats your paid social.

Retarget the Shoppers Your Tags Bring In

Amazon added Attribution remarketing in September 2023. In the US, sellers onboarded to Attribution can build an audience of shoppers their tagged ads sent to Amazon in the last 30 days.

You can use it in display ads (formerly Sponsored Display) and in Amazon DSP. It closes the loop on shoppers who clicked but did not buy.

Amazon Attribution Mistakes We See in Real Accounts

• One tag for everything. A single tag on every Instagram post tells you Instagram works, but not which post.

• Untagged creator links. Creators often post the plain Amazon URL. Send each one their tag in writing, and check their posts.

• Products missing from the campaign. Out-of-stock or mapped-to-another-brand ASINs show no conversions. Check the product pane after every launch.

• Judging email and paid social on the same ROAS. They do different jobs. Use new-to-brand to tell them apart.

• Adding platform numbers together. Meta, Google and Amazon each claim the same sale with their own model. Use Attribution as the Amazon-side truth for Amazon sales.

• Not enrolling in the Brand Referral Bonus. US sellers who tag everything but never enroll leave about 10% on the table.

• Cutting a channel in week one. The window is 14 days and the bonus takes two months. Give a test at least four weeks.

How We Use Amazon Attribution With Adbrew

Adbrew is an agentic retail media management platform for Amazon and Walmart. Attribution tags are created and reported in Amazon Ads Agent; Adbrew covers the rest of the picture those tags feed into.

• Judging the whole account. Off-Amazon traffic shows up in total sales, organic rank and branded search. Adbrew dashboards combine ad, retail and profit data, so you can see TACOS and new-to-brand move while an outside campaign runs.

• AMC without SQL. Adbrew's Amazon Marketing Cloud tool runs path-to-conversion, overlap and new-to-brand reports for your Amazon ads, and builds custom audiences for DSP and sponsored ads.

• Analysis by prompt. Adbrew Intelligence and the Adbrew MCP let you ask for "branded search and total sales by week since the TikTok push started" and get the report from live data.

Brands on Adbrew cut ACOS by 46% on average. The hours Seller Presto saves, more than 250 a month, are hours spent on decisions like the budget shift above.

Start Tagging Before You Spend the Next Dollar

Every untagged link is a channel you cannot judge and, for US sellers, a bonus you cannot earn.

Want to see how outside traffic moves your total sales, TACOS and new-to-brand customers? Book a demo with our team and we will walk through it on your account.