Is Amazon Attribution free?

Yes. Amazon describes it as a free advertising and analytics measurement solution. Eligible advertisers include brand registered professional sellers, vendors, KDP authors and agencies, and they must also use sponsored ads and sell in a supported Amazon store.

What is the Amazon Attribution window?

Amazon Attribution uses a 14-day window. A purchase is credited to a tagged click if it happens within 14 days of that click, on a last-touch basis, so the most recent tagged click before the purchase gets the credit.

How does the Amazon Brand Referral Bonus work?

Brand registered sellers in the US who enroll receive a credit for qualifying sales driven by non-Amazon marketing through Attribution tags. Amazon describes an average of 10% of qualifying sales, varying by category and price. It is credited against future referral fees after a processing period.

Can I use Amazon Attribution with Google Ads and Meta?

Yes. Create an Attribution tag for each campaign and use it as the destination URL in Google Ads, Meta, TikTok, email or creator links. Some ad platforms and tools integrate directly with Attribution through the Amazon Ads API to import campaigns.

Does Amazon Attribution help organic ranking?

Amazon does not say Attribution itself affects rank. External traffic that converts into sales can help, because sales and conversion matter to Amazon search. Attribution's job is to show which channels drive those sales so you can spend on the ones that work.

Amazon Attribution 2026: Setup, Metrics and Referral Bonus

What changed: Free tool measuring non-Amazon traffic to Amazon listings
When: Updated October 2026
Who it affects: Brand registered pro sellers, vendors, KDP authors and agencies
What to do: Tag every off-Amazon campaign and enroll in Brand Referral Bonus

Key takeaways

Amazon Attribution is free and measures off-Amazon traffic on a 14-day, last-touch window.
Tag every external campaign separately so channels can be compared on Amazon sales.
US brand registered sellers can earn Brand Referral Bonus credits, averaging 10% of qualifying sales.

1Create a tag
One per channel and campaign
2Send traffic
Google, Meta, email, creators
3Read reports
Views, carts, sales in 14 days
4Shift budget
To channels that convert
5Claim the bonus
Enroll in Brand Referral Bonus

What is Amazon Attribution?

Amazon describes Attribution as a free advertising and analytics measurement solution. It fills a gap: Amazon Ads reports only show what happened after a shopper clicked an Amazon ad, while Attribution shows what happened after a shopper clicked a link you placed somewhere else.

Amazon lists search, social, display, video, email and affiliate or influencer campaigns as channels it can measure. Access is through Amazon Ads Agent, the unified console Amazon named in September 2026, or through tool providers integrated with the Amazon Ads API.

Who can use Amazon Attribution?

Amazon lists professional sellers enrolled in Amazon Brand Registry, vendors, KDP authors and agencies with clients selling on Amazon. Advertisers also need to use sponsored ads and sell in the Amazon store. It is available in the US, Canada, Mexico, Brazil, much of Europe, Saudi Arabia, the UAE, Australia, India, Japan and Singapore.

Professional seller plan with Brand Registry, or a vendor, KDP author or agency
Running sponsored ads on Amazon
Selling in a supported Amazon store
Free, with no minimum spend

What does Amazon Attribution measure?

Attribution reports two groups of metrics on a 14-day window after the click. Engagement metrics show interest; conversion metrics show buying. Together they let you compare channels on the same Amazon outcomes.

Engagement: clicks, detail page views and detail page view rate
Conversion: add to cart, add to cart rate, purchases, purchase rate, units sold and product sales
New-to-brand purchases for customers new to your brand
Performance, keyword and creative, and product reports, plus downloadable files

	Amazon Ads reports	Amazon Attribution
Measures Amazon ad clicks
Measures Google, Meta and email
Detail page views and add to cart
Qualifies for Brand Referral Bonus

Use both: one for on-Amazon ads, one for everything else.

How to set up Amazon Attribution, step by step

Setup takes under an hour for a first campaign. The key is a consistent naming scheme so reports stay readable.

Open Attribution in Amazon Ads Agent and pick the advertiser account
Create an order: choose the products and landing page, usually the detail page or your Brand Store
Name it by channel, campaign and creative so reports group cleanly
Copy the tag and use it as the destination URL in Google, Meta, email or creator links
Use a separate tag per channel and audience you want to compare
Check data after a few days, then review weekly against your spend on each channel

Brand Referral Bonus: getting paid for outside traffic

Amazon's Brand Referral Bonus gives brand registered sellers in the US a credit for qualifying sales driven by non-Amazon marketing measured with Attribution tags. Amazon describes an average bonus of 10% of qualifying sales, but the actual rate varies by category and price, so check the rates for your products in Seller Central.

The bonus is a credit against future referral fees, not cash. Enrollment is a separate step in Seller Central, traffic from Amazon advertising does not qualify, and reports describe a processing period of about two months so returns and cancellations can clear. A UTM link to your listing is not a substitute: the sale must come through an Attribution tag.

Brand Referral Bonus checklist

US store, Professional plan
Brand Registry
Enrolled in Brand Referral Bonus
Attribution tag on every link
Not Amazon ad traffic

How to use Attribution data

The value is in decisions, not dashboards. Compare channels on cost per detail page view and cost per purchase, then move budget to the ones that convert. Use detail page view rate to spot creative that gets clicks but not interest, and add to cart rate to spot audiences that browse but do not buy.

External traffic can also lift organic rank when it converts, which is why many brands pair it with launches. Our guide on how to drive external traffic to Amazon covers channel choices, and our Amazon advertising metrics guide explains the core formulas.

Limits to know

Attribution is last-touch within its 14-day window, so it will not show the full path when a shopper sees several channels. It only counts tagged clicks, so untagged posts and word of mouth are invisible. For multi-touch analysis across Amazon ad types, eligible advertisers can use Amazon Marketing Cloud.

Attribution and your Amazon ad strategy

Outside traffic works best alongside strong Sponsored Products and Sponsored Brands campaigns, because shoppers who arrive from Google or social often search Amazon again before buying. See our Amazon advertising guide for how the pieces fit.

How PPC Spider uses Attribution

PPC Spider tags off-Amazon campaigns, reports them in SpiderOS next to Amazon ad spend and organic sales, and tracks Brand Referral Bonus credits as part of profit per product. It is part of our Amazon PPC management work. A free Amazon audit includes a check of whether your external traffic is tagged and enrolled.

Sources

Amazon Ads: Amazon Attribution (advertising.amazon.com/solutions/products/amazon-attribution)
Amazon Ads: Introducing Amazon Ads Agent (advertising.amazon.com/en-us/library/news/amazon-ads-agent/)
Stack Influence: Amazon Brand Referral Bonus, rates, setup and credits (stackinfluence.com/blog/amazon-brand-referral-bonus-rates-setup-and-credits)

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