Unlock your Prime Day potential! Month-by-month strategies inside.
Download the complete calendar and playbook for free
Free Download
Are you prepared for 2024 fees? Download our free Amazon Fee
Stack White Paper
for 2024 to protect your business.
Carbon 6
NEW! Download the free Amazon
Fee Stack White Paper
for 2024.
Free Download
Free Download
Take your Seller Central operations off your to-do listHire us for around-the-clock Amazon account management!
Learn More
ManageByStats is now FREE! Get this ultimate, all-in-one tool suite to boost your profit on Amazon.
Learn More
We double our reimbursements efforts
to get you 20% more back from Amazon!
Learn More
MINUTE READ TIME
Published
August 10, 2022
|
Carbon6 Team
|
News & Announcements

New Amazon Attribution Feature Removes Competitors’ Items from Top of Product Pages

New Amazon Attribution Feature Removes Competitors’ Items from Top of Product Pages

Table of Contents

Amazon Attribution: A Great Idea with a Crucial Flaw

When the beta version of Amazon Attribution was released in April 2021, any brand registered third-party or first-party seller could sign up to gain access to crucial data on their off-Amazon-to-Amazon marketing. By implementing attribution tags on external ads, sellers could discover full-funnel advertising analytics with metrics including clicks, detail page views, Add to Carts, and sales.

This sensational tool has helped sellers optimize their off-Amazon advertising by learning which ads get click-throughs and conversions.

Unfortunately, there was one critical flaw in the system: when shoppers clicked an ad that sent them to your product listing, Amazon would show products from your three biggest competitors at the top of the page. This severely hurt conversions; sellers were furious to find out that they essentially paid for customers to buy somebody else’s products. 

It wasn’t long before sellers noticed that sending traffic to their Brand Store page avoided the competitor suggestions. This workaround was far from sufficient, though. 

Shoppers who clicked an ad for a specific product were sent to a general page which might not show that product anywhere near the top, nor would that specific item stand out from the rest of the products on the page. Ultimately, conversions still suffered by not being able to send people to the product listing they were most interested in.

Join Us Live!

Boost Your Organic Rank and
Conversions on Amazon
Register Here
Take Seller Central operations off your to-do list
Trust our team of experts with 24/7 account management!
Learn More
NEW! Download the free Amazon Fee Stack White Paper for 2024.
Free Download
Unlock your Prime Day potential!
Download the complete playbook for free
Free Download
ManageByStats is now FREE!
Get the complete data suite to boost your profits.
Learn More
We double our reimbursements efforts to get you 20% more back
Learn More

A Game-Changing Update to Attribution

On August 9, 2022, Amazon sent an email titled “You’ve asked, we’ve listened- Detail Page enhancement beta live now.” Here’s what they had to say:

image of quote from Amazon
Amazon Attribution helps seller direct non-Amazon marketing to their listings

They were serious; Amazon absolutely listened and they made things right. 

From now until the end of the year, you can push traffic directly to your product pages with zero competitors at the top of your listing. Not only does this incentivize shoppers to become your loyal customers, but conversions should go up, which should lower your ACOS for off-Amazon traffic.

image of Amazon listing and suggested products
With the new Attribution update, suggested items are now from the same brand.

It gets even better for sellers. The email goes on to say:

image of quote from Amazon

Currently, Amazon US is the only marketplace that offers the 10% Brand Referral Bonus. Other marketplaces like Canada, Mexico, and EU have the tracking capability, but no bonus as of this writing. Still, with America being such a massive market, sellers have every reason to go all-in on Google Ads attribution links for the rest of the year. 

Utilizing Attribution Tools for External Campaigns 

Amazon Attribution is an invaluable tool because it lets you know what shoppers do once they get to Amazon from your ads. Of course, this is only one piece of the total picture that sellers need to judge the success of their external campaigns. That’s why top sellers have relied on PixelMe’s attribution technology since before Amazon Attribution even existed.

With this software at your fingertips, you can create, launch, and optimize ads for Google, Facebook, and TikTok, all in one easy-to-use platform. Most importantly, PixelMe lets you create retargeting audiences from everyone who clicks your link - data that Amazon desperately wants to keep for itself.

Combining the insights from Amazon Attribution and PixelMe will empower sellers to create high-ROAS campaigns and product launches by targeting high-intent shoppers.

One Piece of Puzzle
Attribution is just one piece of the Amazon selling puzzle.
Join Us Live!
Boost Your Organic Rank and Conversions on Amazon
Register Here
Unlock your Prime Day potential!

Download the playbook for free
Free Download
Take Seller Central operations off your to-do list
Trust our team of experts with 24/7 account management!
Learn More

What Does the Future Hold for Amazon Attribution?

Sellers have been questioning if Amazon Attribution is here to stay. Even though it is still in beta, Amazon is improving its features, and they have been genuinely interested in making it a tool that sellers want to use. 

The effort spent on incentivizing sellers to bring off-Amazon traffic is a very wise idea on Amazon’s part, and suggests that Attribution is indeed going to become a permanent fixture.

There’s a minor disappointment that the Brand Referral Bonus only applies to the US market, and there is some concern that it may also lower to 5%, or even 0% eventually. Still, we are hopeful that they will bring a BRB to more marketplaces, rather than removing the one they have. This would show their interest in driving continuously more off-Amazon traffic from more parts of the world. 

As Amazon sellers, it has never been more important to bring off-Amazon traffic to your listing, and it has never been more profitable. It’s been proven to increase your on-Amazon organic ranking, leading to many more on-Amazon sales. The people who adopt this earliest will win the most.

Recent Newsletters

Insights: DSP Prime launch, repricing for Walmart, and more
Carbon6 Team
Jun 6, 2024
News & Announcements
Insights: DSP Prime launch, repricing for Walmart, and more
Summertime is just getting started here at Carbon6 HQ, but we’re not kicking back and relaxing! We know that Prime Day is looming ever nearer on the horizon, and we’re here to help. Run through your last minute checks with our Prime Day Prep Playbook and see if there are any last minute optimizations you can make to get the most out of Prime 2024.
See Article
Insights: Our Prime Day Prep timeline, blockbuster summer events, and more
Carbon6 Team
May 8, 2024
News & Announcements
Insights: Our Prime Day Prep timeline, blockbuster summer events, and more
May is set to be a busy month for everyone in the Amazon industry. Between tons of industry events and preparations for Prime Day 2024 ramping up, there’s a lot to get done in this early-summer month.
See Article
Insights: 2 brand new tools, our latest comic, and more
Carbon6 Team
Apr 11, 2024
News & Announcements
Insights: 2 brand new tools, our latest comic, and more
Prime Day prep is already underway for many sellers, with the Prime Day Deal submission deal open from now to May 3.
See Article

Recent Posts

10 Quick Tips for Optimizing Amazon Logistics
Sophie Slade Hunswick
Jun 20, 2024
Partner Spotlight
10 Quick Tips for Optimizing Amazon Logistics
Improve Amazon logistics with practical tips to streamline operations, reduce costs, and boost customer satisfaction.
See Article
Amazon 1P vs 3P: Choosing the Best Amazon Strategy for Your Business in 2024
Corey Thomas
Jun 18, 2024
Getting Started
Amazon 1P vs 3P: Choosing the Best Amazon Strategy for Your Business in 2024
Discover the key differences between Amazon 1P vs 3P and learn how to choose the best strategy for your business.
See Article
Amazon Variation Listings: How to Deal with Breaks in Variation and Preserve Listings
Karen Balbuena
Jun 13, 2024
For Your Business
Amazon Variation Listings: How to Deal with Breaks in Variation and Preserve Listings
Learn solutions for common issues with product variation and master Amazon variation listings. Optimize visibility and sales with our comprehensive guide.
See Article