Overview
Amazon Attribution is Amazon's measurement tool for off-Amazon marketing. It gives brands tracking tags to place on external traffic sources, such as creator content, social posts, and ads, so they can see how that traffic converts into Amazon sales.
It exists because Amazon is a closed ecosystem: without attribution tags, a brand driving TikTok or Instagram traffic to Amazon has no clean way to know which external effort produced which sales.
How it works
A brand generates an Amazon Attribution tag for a given channel or creator, appends it to the links used in that channel, and then sees clicks, add-to-carts, and purchases attributed to that source in the Attribution dashboard.
This turns previously invisible off-Amazon creator activity into measurable, sales-linked performance.
Why it matters
Attribution is what makes creator marketing for Amazon accountable. It lets a brand pay and prioritize creators based on the Amazon sales they actually drove, not just on views.
It also unlocks the Brand Referral Bonus, which rewards brands for driving external traffic that converts, and requires attribution tracking to qualify.
How brands use it
Brands assign attribution tags per creator or channel, then double down on the creators whose links actually convert to Amazon purchases and cut the ones that only drive clicks.
Related resources
How Hubfluence supports this workflow
Hubfluence helps brands run creator programs across Amazon, TikTok Shop, and Shopify, so the same roster and outreach engine feeds whichever storefront a creator is sending traffic to.
Learn more about Creator database, or book a demo to see how Hubfluence runs your TikTok Shop creator program end to end.
