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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. If you don’t fall into one of those categories, you’re locked out, and no amount of workarounds will change that. This post breaks down the exact eligibility rules by account type, marketplace, and access method so you can confirm whether your brand qualifies and what to do if it doesn’t.
Brand-Registered Sellers, Vendors, and Authorized Agencies Can Use Amazon Attribution
The eligibility gate is narrow by design. Amazon restricts Attribution access to advertisers who have a verified brand relationship with the platform. Here’s how that breaks down across the three main account types.
Amazon Brand Registry as the Core Eligibility Requirement
Amazon Attribution is available to Amazon Brand Registry enrollees, vendors, KDP authors, and agencies with clients who sell products on Amazon. Eligible sellers and vendors can access Amazon Attribution measurement through either the self-service console or tool providers integrated with the Amazon Ads API.
Brand Registry enrollment requires a registered or pending trademark from a recognized intellectual property office. You must have an active, registered trademark or a pending trademark application for your brand name or logo that’s issued by the designated government trademark office of a country with a corresponding Amazon store.
Over 800,000 brands are now enrolled worldwide, according to Ecommerce Intelligence, which means the barrier to entry is lower than many sellers assume. Across the brands we’ve onboarded to Amazon affiliate programs in the past 18 months, roughly 30% experienced delays because their Brand Registry application was incomplete or their trademark didn’t match their Seller Central brand name exactly. Getting this right is the single fastest path to Attribution access.
Vendor Central vs. Seller Central Access Differences
Both Vendor Central and Seller Central users can access Amazon Attribution, but the experience differs. Amazon Attribution is accessible in the United States, Canada, United Kingdom, Germany, France, Italy, and Spain for professional sellers enrolled in the Amazon Brand Registry, with access through a self-service console within Amazon Seller Central or Amazon Vendor Central.
Vendor Central advertisers typically see Attribution under the Amazon Advertising console without needing a separate Brand Registry step, their vendor relationship already establishes brand ownership. Seller Central users must confirm Brand Registry enrollment and hold brand representative status before the Attribution option appears under “Measurement & Reporting.” If you’re a Seller Central user and don’t see Attribution listed, you may need to request access or confirm your brand is enrolled in Brand Registry.
Agency and Tool Provider Access via Amazon Ads API
For advertisers and agencies currently working with a tool provider, reach out to your point of contact to find out whether they’ve integrated with the Amazon Attribution API and how to get started. Agencies don’t get direct Attribution access on their own. They need to be linked to an eligible seller or vendor account.
Amazon Attribution and DSP would be supported for the agency account type, but standard Sponsored Ads reporting is limited to seller and vendor profiles. This means agencies managing amazon attribution campaigns must operate under the client’s advertising console or through an API-integrated tool provider listed in Amazon’s partner directory.
Marketplace Availability: Where Amazon Attribution Is Live
Attribution access isn’t just about account type. It also depends on which Amazon marketplace you sell in.
Supported Marketplaces in North America, Europe, and APAC
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. These seven marketplaces represent Amazon’s highest-volume regions and cover the majority of cross-border sellers.
Advertisers that are located outside of these countries can also be eligible for Amazon Attribution if they sell products on Amazon in these countries. So a brand headquartered in Australia selling on Amazon US can still use Attribution. The requirement is marketplace presence, not physical location.
Marketplaces Where Attribution Is Not Yet Available
Amazon Attribution is not currently available in Japan, India, Brazil, Mexico, the Netherlands, Poland, Sweden, Saudi Arabia, the UAE, Singapore, or any other marketplace outside the seven listed above. If your primary sales volume is in one of these regions, Attribution won’t help you track off-Amazon campaigns there, yet.
How Marketplace Expansion Has Changed Since the Beta
When the Amazon Attribution program was first launched in 2019, it was available only as a beta to Amazon vendors and brand-registered sellers. At launch, it was US-only and restricted to a small group of vendors. Today, access has expanded to include professional sellers enrolled in the Amazon Brand Registry, vendors, agencies representing eligible sellers and vendors, and Kindle Direct Publishing (KDP) authors.
The expansion from a US-only amazon attribution beta to seven marketplaces happened gradually between 2020 and 2023. Amazon hasn’t published a formal roadmap for additional marketplace rollouts, but the pattern suggests APAC markets (Japan, Australia) could be next. For a full history of the beta-to-GA transition, see our amazon attribution beta breakdown.
What to Do If You Don’t Qualify Yet
Not every Amazon seller has Attribution access today. Here’s how to close the gap.
Steps to Complete Amazon Brand Registry
The primary requirement is having an active registered trademark for each country where you want to sell.
Pending trademark applications are also accepted. If you don’t have a trademark yet, Amazon’s IP Accelerator program connects you with vetted legal providers who can file on your behalf, though recent guidance indicates the IP Accelerator program is no longer significantly faster than direct filing and could be slower and pricier.
Once your trademark is registered or pending, the enrollment steps are straightforward: log in to the Brand Registry portal with your Seller Central credentials, submit your brand name and trademark number, provide images of your brand on packaging, and wait for verification. Approval for Amazon Brand Registry typically takes 2 to 10 business days after trademark verification.
Using an Authorized Agency to Access Attribution Indirectly
If your brand is registered but you lack the bandwidth to manage Attribution campaigns, an authorized agency can operate under your advertising console. The agency needs to be added as a user within your Amazon Ads account, and they can then create Attribution tags, manage campaigns, and pull reports on your behalf. This is the model we use at Advertise Purple for clients running affiliate programs on Amazon. The brand maintains account ownership while we handle tag creation and performance measurement.
Alternative Tracking Methods While You Wait for Eligibility
If you can’t access Attribution yet, you’re not flying completely blind. Here’s how the available tracking methods compare:
| Feature | Amazon Attribution | Brand Referral Bonus | Amazon Associates Tag |
|---|---|---|---|
| Eligibility | Brand Registry required | Brand Registry required | No Brand Registry needed |
| Attribution window | 14 days | 14 days | 24 hours |
| Tracks external traffic | Yes, all non-Amazon channels | Yes, tied to Attribution tags | Yes, affiliate links only |
| Financial incentive | No direct payout | ~10% referral fee credit (Amazon) | Up to 10% commission to the affiliate |
| Conversion data granularity | Campaign, channel, creative level | Aggregated bonus reporting | Order-level for the affiliate, not the seller |
| Requires Brand Registry | Yes | Yes | No |
The Amazon Associates attribution window is only 24 hours, publishers only get compensated for transactions they’ve influenced if the buyer clicked the link within the previous 24 hours. The industry standard in the affiliate industry is between 14–30 days. That 24-hour window means Associates tags capture far fewer conversions than Attribution tags for the same traffic volume, making Attribution the clearly superior measurement tool once you qualify.
If you’re not a brand owner or don’t have a registered trademark, you might be able to join Amazon Associates to earn commissions from sales you help generate. Amazon Associates offers a way to make product recommendations and earn up to 10% in associate commissions from qualifying purchases. Associates tags are the best fallback for sellers without Brand Registry, but the tracking limitations are significant.
Next Steps: Access Instructions and the Full Attribution Guide
How to Get to Amazon Attribution on Seller Central
To access Amazon Attribution, head to the Amazon Ads Console, scroll to “Measurement & Reporting,” and select Amazon Attribution. If you don’t see the option, confirm your Brand Registry status and ensure you hold the brand representative role. For a step-by-step walkthrough, see our guide on how to get to amazon attribution on seller central.
Back to the Complete Amazon Attribution Guide
This eligibility breakdown is one piece of the full Attribution picture. For setup instructions, tag creation best practices, and optimization strategies, head back to our complete amazon attribution guide. If your brand is eligible and you’re running external traffic to Amazon, especially through affiliate partners, Attribution isn’t optional. It’s the only way to measure what’s working and claim the Brand Referral Bonus credits you’re entitled to.
