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Finding Amazon Attribution inside Seller Central trips up more sellers than you’d expect. The feature sits inside the Amazon Advertising Console rather than the main Seller Central dashboard, and the menu label has shifted over time. To get started, register for the advertising console or sign in to your existing account, then navigate to the menu on the left, scroll to “Measurement & Reporting,” and select Amazon Attribution. Below is every path, permission, and fix you need to get in and start generating tags.
Access Amazon Attribution via the Advertising Menu in Seller Central
The most common confusion: Amazon Attribution doesn’t live in the main Seller Central navigation. It’s housed in the Amazon Advertising Console, which is a connected but separate interface.
Navigation Path: Seller Central → Advertising → Amazon Attribution
Log in to Seller Central and go to Advertising > Measurement and Reporting > Amazon Attribution.
First-time users must accept program terms before the dashboard activates. Once you accept, you’ll land in the Attribution campaign manager.
Within the Advertising console, locate Amazon Attribution under “Measurement & Reporting.” If you manage multiple brands, select your advertiser account if you manage multiple brands.
Alternative Access Through Amazon Advertising Console Direct URL
You can also bypass Seller Central entirely by navigating directly to the Amazon Advertising Console at advertising.amazon.com. Sign in to the advertising console, find the “Measurement and Reporting” option from the left icons menu, and select “Amazon Attribution.” This is the faster route if you already have your advertising console credentials bookmarked.
Eligible sellers and vendors can access Amazon Attribution measurement through either the self-service console or tool providers integrated with the Amazon Ads API. If your agency or tool provider has API integration, you may access Attribution data without logging into the console at all, though you still need an eligible account.
Required Account Permissions and User Roles
Two permission layers gate access. First, your Seller Central account must be a Professional seller account enrolled in Amazon Brand Registry. Amazon Attribution can be used by all eligible vendors, sellers, registered brand owners, and Kindle Direct Publishing (KDP) authors that are part of the advertising console, and who sell in the Amazon store.
Second, within the Advertising Console itself, you can grant permission for users directly within the console, select “Manage” at the top navigation, and then select “User management” to add users. This is critical for agencies or team members who need access without using the brand owner’s login. According to Amazon’s Brand Registry documentation, there are two different sets of Brand Registry roles: protection roles and selling roles. The Administrator role controls who gets access to tools like Attribution.
Setting Up Your First Attribution Campaign After Access
Once you’re inside the Attribution dashboard, campaign creation takes under five minutes.
Selecting Products and Creating Your First Campaign
Sign in to the advertising console and expand the global navigation to find “Measurement and Reporting” and select “Amazon Attribution,” then go to the campaign manager and select “Create campaign,” and on the “New campaign” page, under “Creation method,” choose the “Create manually” option.
Only products that are in stock and include photos and prices are eligible for measurement. Name your campaign by channel (e.g., “Google Search, Q2” or “Meta, Retargeting”) so reporting stays clean. Segment your campaigns based on product groupings by including one or more products featured in your ad creative and any size and color variations.
Generating Your First Attribution Tag
After selecting products, you’ll create ad groups representing each tactic or channel. Amazon Attribution ad traffic measurement is powered by attribution tags, in order to measure advertising impact, you can place attribution tags directly in your non-Amazon ad’s final destination URL.
Generate a unique tag per channel. Paste the tag into the destination URL field in your ad platform (Meta Ads Manager, Google Ads, email tool). For a deeper walkthrough on tag structure and placement, see our guide on amazon attribution links. One critical SOP: never reuse attribution tags across campaigns. Each tag is a unique identifier, and reusing them merges data from separate campaigns into a single row, which makes channel-level ROAS calculations unreliable.
Verifying Data Flow in the Reporting Dashboard
Amazon Attribution utilizes a 14-day, last-touch attribution model, for a click to get credit for a conversion, the conversion needs to happen within 14 days of the click, and last touch means that the conversion credit goes to the most recent click.
Data doesn’t appear in real time. Tags feed conversion data back into your attribution dashboard within 24 to 48 hours. To verify data flow, click your own tag in a test environment, then check the dashboard after 48 hours for a recorded click event. You can access your Amazon Attribution data with a multi-dimensional, visual reporting dashboard in the advertising console, and also access reports as downloadable Excel files.
Also worth noting: the Brand Referral Bonus program allows you to earn a bonus averaging 10% of product sales driven by non-Amazon marketing efforts, and participation can help improve your advertising efficiency by receiving the same bonus for customer purchases of additional products from your brand up to 14 days after clicking on the ad. Enroll in BRB alongside Attribution to recoup a portion of your external ad spend.
Troubleshooting: Attribution Not Showing in Seller Central
If Attribution doesn’t appear in your Advertising menu, the issue is almost always one of three things.
Confirming Brand Registry Status
Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products. If your brand isn’t enrolled, Attribution won’t surface in any menu. Confirm your enrollment status at brandregistry.amazon.com. To enroll, you need a brand name and logo permanently affixed to your products or packaging, plus a pending or registered trademark issued by the designated government trademark office of a country with a corresponding Amazon store.
Checking Marketplace Eligibility
Amazon Attribution is available in the United States, Canada, United Kingdom, Germany, France, Italy, and Spain for sellers enrolled in Amazon Brand Registry with brand representative status. Some sources also list additional marketplaces, users must be located in one of the following countries: Canada, Egypt, France, Germany, Italy, Mexico, Portugal, Spain, The Netherlands, U.S., and U.K. according to Thrive Agency. Advertisers that are located outside of these countries can also be eligible for Amazon Attribution if they sell products on Amazon in these countries.
If you sell in an eligible marketplace but your Seller Central account is registered in a non-eligible country, reach out to Amazon Advertising support to confirm your specific eligibility.
Contacting Amazon Advertising Support
If Brand Registry is confirmed and your marketplace is eligible, file a support case through the Advertising Console help menu, not through standard Seller Central support. Select “Amazon Attribution” as the topic. Multiple sellers have reported trying to gain access to Amazon Attribution for off-Amazon advertising transparency and not having the option to join, even after reaching out to support in multiple departments. Persistence matters here. Specify your Brand Registry enrollment date, your marketplace, and your Professional seller status in the initial ticket.
Related Guides: Eligibility, Tags, and the Full Attribution Walkthrough
Who Can Use Amazon Attribution
For a detailed breakdown of eligibility requirements, including vendor accounts, KDP authors, and agency access, read our guide on who can use amazon attribution. Amazon Attribution itself is a free service. There’s no additional cost beyond your existing Professional seller subscription and Brand Registry enrollment.
Back to the Complete Amazon Attribution Guide
This navigation walkthrough covers one piece of the Attribution workflow. For the full setup, from campaign architecture to optimization tactics and Brand Referral Bonus enrollment, read the complete amazon attribution guide.
