By Jude 
Driving external traffic to your Amazon listings has become a powerful growth strategy for brands in 2025. Whether it’s from Google Ads, TikTok influencers, Instagram reels, email campaigns, or blog referrals, external sources can significantly boost your visibility, rankings, and sales. However, there’s a common challenge: how do you track that traffic effectively without losing valuable performance data?
Amazon’s marketplace, while highly profitable, limits access to traditional tracking tools like Google Analytics. This makes it difficult to fully understand how users behave once they click through to your listing. Fortunately, there are now more innovative, more precise methods to monitor and measure external traffic — without breaking Amazon’s terms or missing out on key insights.
Why Tracking External Traffic to Amazon Matters
In an increasingly competitive marketplace, sellers are no longer relying solely on Amazon PPC. Many are directing shoppers from social media platforms, YouTube reviews, podcasts, or Google search to their product listings. The problem is, if you’re not tracking these clicks and conversions accurately, you’re left in the dark about what’s working and what’s not.
Understanding where your traffic comes from, how it performs, and what kind of return it brings is crucial for scaling campaigns and managing budget effectively. Without tracking, you’re essentially guessing — and in today’s performance-driven landscape, that’s a dangerous game.
Enter Amazon Attribution
The most effective way to track off-Amazon traffic is through Amazon Attribution, a free tool launched by Amazon to help sellers measure the impact of their non-Amazon marketing efforts. It offers unique tracking links that allow you to monitor clicks, detail page views, add-to-cart events, and actual purchases — all tied back to the original traffic source.
For example, run a Facebook ad campaign promoting your new skincare line. Amazon Attribution can show you how many people clicked the link, how many viewed the listing, and how many completed a purchase. This enables you to compare the performance of different platforms and fine-tune your advertising strategy accordingly.
To access Amazon Attribution, your brand must be enrolled in Amazon Brand Registry and using a professional seller account. Once set up, you can generate attribution tags for any traffic source, including Google Ads, social media, influencer partnerships, or email links.
Using Amazon Attribution Without Losing Data
Tracking external traffic is only useful if it’s done correctly. That means linking users to the right pages, avoiding broken URLs, and ensuring attribution tags are properly implemented. When sharing your links, make sure they:
- Are shortened (using tools like Bit.ly or Pretty Links) to appear clean and professional
- Direct customers to the right ASIN or Amazon Storefront, depending on your campaign goal
- Are embedded in the CTA of your ad, bio, video description, or email
It’s worth noting that attribution data in Amazon’s dashboard may have a short delay, often between 12 to 48 hours. Still, it remains a reliable way to analyse your campaign’s long-term success. Many brands now partner with an Amazon Agency Worldwide to integrate Attribution data with their overall advertising strategy, allowing for better optimisation and improved ROI.
Amazon Brand Referral Bonus
A major incentive for tracking external traffic is Amazon’s Brand Referral Bonus. This programme rewards brands that drive external traffic to Amazon by offering them a percentage of the referral fee back — usually between 10% and 20% depending on the category.
To benefit from this, sellers must use Amazon Attribution tags. It not only helps with data tracking but also directly improves your margins by reducing total advertising costs.
This bonus is handy for influencer campaigns and email marketing, where you’re likely to generate high-conversion traffic. By properly tagging and tracking those links, you’re not only measuring performance but also saving money.
Using Pixel Tracking with Amazon-Approved Tools
Since Amazon listings don’t allow third-party tracking pixels, sellers have traditionally struggled to integrate platforms like Facebook Pixel or Google Tag Manager. However, some Amazon-approved landing page builders like PixelMe, Attribution App, or Ampd offer workarounds.
These tools create custom landing pages that serve as a middle step between your ad and your Amazon listing. Users click on the ad, land on the page with the pixel installed, and are then redirected to your Amazon listing. This allows you to retain data on user behaviour and run retargeting campaigns — all while staying compliant with Amazon’s policies.
These platforms often integrate with Amazon Attribution, combining first-party and third-party insights into one dashboard. This level of tracking is ideal for advanced sellers running large-scale marketing campaigns across multiple channels.
Optimising Your Strategy With Data
Tracking external traffic is only half the battle — the real value lies in using that data to improve your campaigns. With Amazon Attribution and supporting tools, you can identify high-performing channels, eliminate underperforming ones, and focus your budget where it matters most.
If a YouTube influencer generates lots of traffic but no conversions, you may need to improve your listing images or A+ Content. If Google Ads are delivering low-cost conversions, consider increasing your spend there.
By continually analysing and adjusting based on data, you create a feedback loop that strengthens your overall Amazon funnel and maximises profitability.
Final Thoughts
Tracking external traffic to Amazon listings may have once felt like guesswork, but that’s no longer the case. With Amazon Attribution, referral bonuses, and modern tracking tools, sellers now have the clarity they need to build high-converting, data-driven campaigns.