Amazon Attribution and Brand Referral Bonus for Outside Traffic
Amazon Attribution helps sellers measure how external traffic performs after it reaches Amazon, while the Brand Referral Bonus can return an average bonus on qualifying sales driven by tagged non Amazon traffic. For brands that use outside traffic, this creates a stronger profit model because the same clicks can improve both tracking and margin.
The best strategy is to connect attribution tags with campaigns from social media, search ads, display ads, and email marketing. That way, you can see which channels send the best traffic, which offers convert, and where referral fee savings are most valuable.
A practical external traffic workflow includes:
Creating Amazon Attribution tags.
Sending traffic from approved off Amazon channels.
Tracking conversion and sales performance.
Measuring qualifying sales for bonus eligibility.
Reinvesting margin into better traffic sources.
For Amazon sellers, the real advantage is not only more traffic, but better visibility into what drives sales and how to improve profitability over time. SellerSprite can support keyword research and campaign planning so external traffic and Amazon performance work together more efficiently.