Amazon adds Attribution tool so advertisers can measure ad performance

Anne Freier

In Mobile Advertising. September 7, 2018

Amazon appears to be testing its very own Attribution tool in an effort to verify that its adverts can deliver. The new Amazon Attribution feature allows advertisers to test whether ads on Amazon perform better than those on other sites.

The company launched a free trial for clients who advertise directly through Amazon.

The metrics that advertisers can choose to assess for display, search and video ads include page view, purchase and sales rates.

Amazon hopes that the feature will enable retailers and brands to see just “how much better their Amazon product detail pages convert compared to their own site”.

Google has long offered an attribution tool that helps advertisers measure their Google as well as Amazon campaigns. However, this raises the potential of bias given that Google is of course more likely to measure its own ads more effectively than those by other providers.

By installing its own measurement features, Amazon can ensure that ads are properly credited.

Additionally, the company recently announced a rebrand of its ad business as Amazon Advertising.

“This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers that use our products to help grow their business,” explained Paul Kotas, senior vice-president of Amazon Advertising.

Advertising revenues grew 132% during the second quarter 2018 to $2.2 billion. Although that’s still just a fraction compared to Google’s $28 billion, Amazon is predicted to take a 2.7% share of the digital ad market in 2018.