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Amazon Helps Advertisers Analyze Marketing Investments

Amazon
Amazon Helps Advertisers Analyze Marketing Investment

Amazon updated a feature that helps brand advertisers on its marketplace.

Amazon Attribution launched in beta last year and, and hundreds of brands now use it. Amazon explained on an overview page, “Help maximize your return on investment (ROI) and grow your product sales. For the first time, you can measure the impact of search, social, display, email, and video media channels based on how consumers discover, research, and buy your products on Amazon.”

Amazon explained, “Given the amount of time and effort shoppers are putting into product research, or consideration, optimizing this stage of the journey is an important step to achieving campaign success.”

“Through the console, brands access cross-channel attribution to better understand the performance of their full digital media portfolio,” Amazon wrote in its announcement. “The best part? Sales attribution and return on investment (ROI) measurement no longer have to come in the form of a post-campaign report. Amazon Attribution enables on-demand access to conversion reporting.”

The real-time analysis can help brands optimize their campaigns – and it can help them not only maximize Return on Investment, but can limit wasteful impressions, it said.

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In its announcement, Amazon said it has expanded the availability of Amazon Attribution this year and also enabled social measurement and added bulk operations.

Some highlights of the announcement:

  • “Earlier this year, Amazon Attribution launched in limited availability to vendors in the UK. This means that both US and UK vendors can now sign up for access through our webpage. Additionally, we’re excited to announce the beta is now available to eligible brand-owning US sellers through Seller Central.”
  • “We recently introduced a click-based solution that allows for in-app measurement, enabling brands to now effectively measure the impact of their social media ad campaigns based on how consumers discover, research, and buy their products on Amazon.”
  • “Bulk operations for Google Ads lets brands automatically generate up to 100,000 attribution tags by uploading a single file with campaign information. Once tags are generated, brands can download a file containing all of their attribution tags for easy implementation, limiting the time required to set up Google Ads campaigns.”

Amazon said advertisers could learn more at Amazon.com/amazonattribution.

Days prior to Amazon’s post, AdExchanger reported on new technology Amazon was reportedly developing (called clean room data) that could “improve measurement and data for ad campaigns.”

AdWeek wrote about the AdExchanger report and quoted WordStream’s Mark Irvine who explained the challenges advertisers had when it came to measuring ad effectiveness. He also noted that the so-called clean room technology was less accessible to smaller businesses with more limited resources.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.