Amazon, the largest online marketplace in the world, is a supermarket expressway. The traffic at any moment of the day is insanely hard to tread through. It’s easy to lose track of the things going on in your business especially when it’s growing at a rapid rate. Your marketing statistics can get a little too hard to summarize and analyze.
With this feature in Amazon called the Amazon Attribution, sellers are able to get the numbers of their marketing status from multiple channels to help them navigate through the intense traffic.
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Amazon is the powerhouse e-commerce platform with a wide variety of products. And while their marketing solutions are topnotch, exploring other advertising options could have significant impact to your store. It paves way for a larger customer reach and better possibilities for conversion. Amazon offers sellers many ways to reach customers, and in turn, gain sales. It is likened to a freeway with multiple lanes. And you as the seller, is one of the cars cruising through it, free to chose which lane to drive on. It connects with a lot of outside platforms to advertise products. It does not remain stagnant. It’s constantly reinventing itself, improving, extending its reach to cater the also growing number of cars on the road all running the same way.
When it hits a slight snag, the advertising expressway can instantly become a traffic-congested road. Drivers are frustrated, desperate to find a way to take a detour just to escape the dreadful situation. Advertising outside of Amazon is the exit that takes you out of there, a new route made to help you reach your destination, minus the long wait for the traffic to move.
Amazon sellers’ primary objective is to have their store or product up the top ranks where it can be the first thing that a shopper can find. The drawback though, is that no matter how much optimization you do to boost the possibility of landing on page one, the competition is enormous, not just on Amazon as a whole, but on Amazon’s internal advertising channel as well.
The next best thing is taking your advertising and marketing outside of Amazon. Now you may think, “won’t Amazon see this as some sort of betrayal?”
This is a fact. Amazon won’t. In fact, they’re just going to love you more for it.
Why Amazon loves traffic incoming traffic from outside sources
It is the term for the speed at which one generates income. Amazon still counts visitors coming from outside marketing channels as part of their traffic and customer count. Traffic is directly proportionate to sales. Higher sales means high sales velocity. This is one of the criteria that Amazon looks at when ranking. Just like the stock market, the stock that makes more money is sure to be placed at the top of the charts. Any traffic is good traffic for Amazon. And if I haven’t stressed it enough, external marketing does wonders to business. There are billions of Internet users around the world, all scattered across different platforms, mostly social networks. You gain access to the users of a different channel, and you have the possibility of conversion through having more people view your product and have them added to your mailing list. You don’t have to wait for customers to come to you, you can go and seek them out yourself.
But there’s not much you can do about the traffic and sales you’re getting from that particular pathway if you aren’t able to monitor your progress, is there?
How are you supposed to know where to improve if you have no data to base from? Where is the biggest traffic coming from? How are outsourced customers responding? What’s not working?
Which one to hold on to, which one to let go – all these can be answered by Amazon Attribution
Knowing the extent of your output from outsourcing your market is a vital part of your business. It will help you establish a connection with your gained customers, and come up with new solutions to further enhance your marketing reach. What you acquired from that marketing detour is now an essential aspect of your advertising process that you should not make the mistake of neglecting or overlooking.
“Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon.”
– Amazon Advertising
Out-Amazon advertising allows you to have a specific link attached to your ad campaigns (called an attribution tag) that leads potential customers to your product listings. Any interaction with this link is automatically noted and then, Amazon Attribution does the heavy work for you.
Amazon Attribution conducts thorough analysis of your external marketing solutions and how they have turned out, how much it cost you, and if it was worth it. The numbers will help you make better decisions for future activities, and inform you which channel is generating the most sales and has better conversion rates so you can allocate your budget efficiently. It gives the right data for reference so you can plot your next marketing move and make the most out of it.
Who is eligible to use this?
Amazon Attribution can be used by registered Amazon sellers. It can be accessed through self-service consoles or tools that are linked to Amazon Advertising. As of now, it is only available in the United States, Canada, Germany, Italy, France, Spain, and the United Kingdom. Sellers can create an account through the Seller Central and select which of their products they want to subject to the measurement.
Other Features of Amazon Attribution
Partnered up with Google and Facebook Ads
Amazon has made it easier for its sellers to have a separate campaign creator tool for both these channels specially designed for Amazon Attribution. Measurement tags directly associated with Amazon Attribution can be generated for every campaign made on either platforms.
Can be accessed through the advertising API
It means that it has officially become a part of the advertising solutions and is entirely supported. The analytics from Attribution can be viewed in one tool with the in-site advertising.
Marketing Campaigns that are Supported
Ad media such as organic searches, social media ads, display ads, video ads, and email marketing are supported and can be measured.
For now, the use of Amazon Attribution does not cost anything.
Data you can expect to gather
Traffic, impressions, clicks, conversions, views, cart additions, purchases. Downloadable reports are available, and you can add multiple users to the console so it can be viewed by anyone who has the account information.
Don’t be afraid to explore
There is a literal Amazon jungle, and then there’s the online marketplace jungle. It holds so much promise and is a door of opportunities for online sellers. But with the wonder of Amazon, comes the challenge of keeping up with those that already came before.
There is no harm in diverting towards a different road. You don’t have to join in with the crowd and get just a small portion of market share. There are other paths that you can take, with windows of opportunities for growth and improvement. Make use of the wide range of platforms of the World Wide Web and the billions of people using it. And then, use the Amazon Attribution feature to measure your progress, and make better decisions.