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How To Use Amazon Attribution & Brand Referral Bonus Programs

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How To Use Amazon Attribution & Brand Referral Bonus Programs


Perhaps you’ve heard of the Amazon Attribution and Amazon Brand Referral Bonus programs and are wondering how they can help build your business.

As the cost per click (CPC) on Amazon rises, and the platform takes a stronger stance against black hat ranking tactics, more sellers have been looking at ways to drive external traffic to their Amazon product detail page.

Additionally, some brands – particularly those without a Direct to Consumer (DTC) website or those wanting to use sales from external traffic sources to help the organic rankings on the ecommerce giant – will turn to advertise off Amazon to help drive the conversions needed to get those rankings.

In the past, the disadvantage of sending external traffic to Amazon was that there wasn’t a way to track that traffic’s results and conversion rates.

Amazon does not allow adding pixels to their product detail pages, so it was difficult to determine the effectiveness of external campaigns driven to Amazon.

On top of the lack of transparency into how your external traffic was performing, you also had to consider the cost of Amazon’s fees on top of the cost of ads in your profitability calculations.

To address this issue, Amazon has introduced two programs that work together to help you see how external traffic is performing and get credit back on the fees for products you sent to Amazon.

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These programs are the Amazon Attribution and the Amazon Brand Referral Bonus.

Why Drive External Traffic To Amazon?

In general, it is best to drive traffic to your product detail page from within the Amazon Advertising platform because of the increased visibility of campaign performance and the lower cost for many products.

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However, there are times where it does make sense to drive external traffic to Amazon.

Amazon’s Top of Funnel advertising products are still in their infancy, and some of the targeting is not as advanced as what you can find on other platforms.

There are instances where there are more opportunities to advertise effectively to specific demographics or targeting sets outside of Amazon, such as Facebook, Google, or Instagram.

Additionally, most of Amazon’s advertising products severely limit the amount of creative you can include in your ads.

For many Amazon advertising ad types, primary creatives are from the listing itself. Therefore, it can be difficult to craft ads customized for different audiences or provide education or brand awareness for products.

Ads created off of Amazon generally allow for more freedom in creative images and text.

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In general, sending external traffic to Amazon can be more expensive because, in addition to paying the external costs of the ads, you’re also paying the Amazon fees.

This additional cost means you’ll need a higher return on ads spent to be profitable.

This will not be an option for every seller or every type of product. But if your margin allows for it, we have seen an increase in overall sales and profitability when done right.

Amazon Attribution With Brand Referral Bonus Program

For those cases where it makes sense to send traffic from outside Amazon, there are two programs that can help you increase visibility on your campaigns and reduce the overall cost.

The Amazon Attribution program has been available for a couple of years. It enables you to drive external traffic and see specific data on the traffic results that you send to Amazon.

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On July 2021, Amazon introduced the Brand Referral Bonus program.

With this program, when you drive external traffic, Amazon will discount the referral fees you pay for the products you sell with the traffic you sent to your product detail page on Amazon.

Remember that to use the Brand Referral Bonus program, you must first be involved in the Amazon Attribution program and Brand Registry.

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Below are the details of both programs.

Amazon Attribution Program

This program allows you to track specific metrics of traffic sent with an Amazon attribution link.

As part of the program, Amazon creates the custom link that tracks specific metrics generated because of the traffic you sent to your product detail page.

Amazon states that:

“Attribution Reports include clicks, as well as Amazon conversion metrics, such as detail page views, Add to Cart, and purchases. Reporting is available via downloadable reports and within the console.”

To participate in this program, you have to enroll in Amazon’s Brand Registry program. If you do not have a live trademark, you can participate in the Amazon IP Accelerator program.

The way the Amazon Attribution works is you are assigned a custom link and given a 14-day last-touch, cross-device attribution model.

Screenshot by author, January 2022

Amazon Brand Referral Bonus Program

The Amazon Brand Referral Bonus is actually a subset of Amazon Attribution. Amazon states that, on average, brands earn 10% from their qualifying sales.

The way that the program works is when you send external traffic through this program in conjunction with the Amazon Attribution, you will receive a credit back on referral fees that you would incur as your products sell on the Amazon platform.

The amount of referral fee credit you receive will be based on the category of your product, the same way that the referral fees themselves are calculated on the platform.

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There’s up to a 14-day attribution window depending on the type of ad.

Keep in mind that after the sale has occurred on Amazon, there’s a two-month wait period before the bonus is allotted to your account.

For example, if your sale occurred in December, you would not receive the compensation into your Seller Central disbursement until February.

This allows for customer returns and cancellations.

How To Sign Up For Amazon Attribution

The first step to signing up for these two programs is to make sure that you are enrolled in the Brand Registry program or IP Accelerator program, depending on your specific situation.

You will need a live trademark to participate in the Amazon IP Accelerator to potentially expedite the trademark for your brand or product.

Then, you need to have an active Amazon account and enroll in the Amazon Attribution. Once you have completed these steps, you can register for the Brand Referral Bonus program.

If you are looking for more detailed instructions on how the Amazon Attribution and its metrics work, you can take the free course located in the Amazon Learning Console.

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This will walk you through the program, set up, and interpret the data.

Working together with internal Amazon ads, external ads can be a strong strategy for products in competitive categories or new-to-category products to increase overall sales and/or product adoption.

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Featured Image: DavigGyung/Shutterstock

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How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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Featured Image: ra2 studio/Shutterstock

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