Amazon Attribution links: how to create them and what they count

An attribution tag is a link to your Amazon product page or Store with URL parameters added. Amazon's guide says the parameters let Attribution tie a shopper's later activity on Amazon back to the ad they clicked. Attribution itself is free.

As of October 2026, Amazon's pages list professional sellers enrolled in Brand Registry (the guide adds: with brand representative status), vendors, KDP authors and agencies with clients who sell on Amazon. The guide names the US, Canada, the UK, Germany, France, Italy and Spain. Four terms come up in setup:

• Campaign: a group of ad groups that track the same products.
• Ad group: one tag. Each ad group gets its own unique link.
• Publisher: where the ad or post runs, such as Facebook/Instagram, Google or Pinterest.
• Channel: the type of placement: display, email, search, social or video.

If you haven't decided whether your Meta ads should link to Amazon, a landing page or your own store, start with Facebook ads for Amazon. This guide is about building and using the tags.

Amazon's guide describes two ways to build tags: by hand, or in bulk from a file. By hand works for any publisher:

1. Sign in to Amazon Ads (or register to advertise). In the left menu, open Measurement & Reporting, choose Amazon Attribution, then Create campaign, and pick "Create manually".
2. Name the campaign (only you see the name) and add the products the ad features, with their size and color variations. Only products that are in stock and have photos and prices can be measured. If products are missing, fix your brand's product list under Access and Settings, then Brands.
3. Add one ad group for each ad, post, link or button you want to measure. For each one, enter a name, pick the publisher (or choose "New" and type it), pick the channel, and enter the click-through URL: a product detail page or your Store.
4. Click Create. The confirmation screen shows a tag for each ad group. Copy them one by one, or download them all as a CSV.
5. In the ad platform, paste each tag into the ad's destination URL field, in place of the plain Amazon link. For a social post, the tag is the link you share.
6. Wait a day or two, then check that clicks are showing up in Attribution before you trust the numbers.

Link to a product page when the ad sells one product, and to your Store when you want shoppers to browse. Amazon suggests both, depending on the goal.

Amazon's bulk upload is built around Ads Manager's export and import files. As of October 2026, it takes up to 8,500 Facebook or Instagram ads, or 100,000 Google search keywords, in one file:

• Create a campaign, choose "Upload a file to create in bulk", set the publisher to Facebook/Instagram and download the template.
• In Ads Manager, select the campaigns to measure, open Export & Import and export them. Paste the export into the template's Ads tab.
• Upload the file, fix any errors it flags, add your products and click Create. Amazon says this takes about 10 minutes and emails you when it's done.
• Download the tags file and bring it back into Ads Manager with Export & Import, then Import Ads.

Bulk-created campaigns have a third level under the ad group, for each keyword or creative, and only they get the keyword and creative report. To add tags later, upload a new file. Amazon says it reuses the tags you already have and creates new ones where needed.

The other route is a tool provider that works with the Amazon Ads API. Amazon says those tags are macro-enabled for Google, Facebook and Instagram, so one tag per publisher can cover a whole account.

• One tag per ad, link or button. Amazon's first check when Attribution shows more clicks than the ad platform is whether a tag is shared across creatives, URLs or event trackers.
• Build campaigns around what you want to compare. Amazon suggests a campaign for each publisher, and separate ad groups for awareness, consideration and purchase ads, or for each creative.
• Expect clicks not to match exactly. Amazon says a 10% to 20% difference from the publisher's click count can come from different ways of counting clicks. Use the same date range on both sides.
• Tag every Amazon link. An untagged link leaves nothing in Attribution and earns no bonus.

Amazon describes the method as 14-day, last-touch: a purchase counts if it happens within 14 days of a click on a tagged ad, and the credit goes to the most recent click. Reports show clicks, detail page views, add-to-carts, purchases, units sold, product sales and new-to-brand purchases, meaning the shopper's first purchase from your brand in a year.

Each conversion metric comes in two versions. Promoted counts the products you added to the campaign. Total adds what Amazon calls brand halo: other products from your brand bought after the same click. Amazon's downloadable reports cover campaigns, channels and publishers, keywords or creatives (bulk campaigns only), and products.

Amazon's brand halo is about clicks. It isn't the same as the sales from shoppers who saw an ad and never clicked, which the halo effect calculator estimates.

The Brand Referral Bonus gives brands a credit for traffic they send to Amazon, and it only counts sales through Attribution tags. As of October 2026, Amazon says it's for brands in its US store with a Professional selling plan and Brand Registry, and you have to enroll in the program. Amazon's own ads, such as sponsored or video ads, don't qualify.

Amazon says the bonus averages 10% of qualifying sales but varies by category and price. Its examples: an estimated 11% for clothing, and for furniture 10% of the price up to $200 and 7% above that. It comes as a credit against referral fees on later sales, not cash. You can see it monthly on the Transaction Details page or in the weekly Brand Referral Bonus report in Seller Central.

Say a made-up brand's tagged links lead to $3,000 of qualifying sales in July. At a 10% rate, that's a $300 credit. Amazon's own example has a July sale's credit showing up in September, coming off referral fees until it's used. The Brand Referral Bonus calculator runs this on your own price and fees.

Attribution starts from a click. Amazon says it credits shopper activity after someone clicks an ad with an Attribution tag, within 14 days. Anything that doesn't follow a tagged click isn't in the report:

• A shopper sees your Instagram ad, doesn't tap it, and searches for your brand on Amazon later.
• A shopper clicks, leaves, and buys on day 20.
• A friend shares your product page with a plain Amazon link.
• A shopper clicks two of your tagged ads. Only the most recent one gets the sale.

A click count also can't say whether the buyer would have bought anyway, like a regular customer who tapped an ad on the way to reorder. Knowing what the ads added takes a test, which is what incrementality means. A geo holdout test pauses ads in some states and compares Amazon orders by ship-to state, so it counts every buyer, clicked or not. The full method is on how lift is calculated.

Spillmark runs geo holdout tests that measure the Amazon sales your Meta ads cause, including from shoppers who never clicked a tag. It counts your orders state by state from your own Amazon order history, so the test doesn't depend on tags. It locks the design before the test starts and reports the result with its uncertainty range.

Keep tagging your links anyway. The tags still earn the Brand Referral Bonus and show which ads send shoppers to Amazon.