When sellers promote their listings outside of Amazon for the first time, they often encounter a problem. For example, within 7 days, the listing generated 200 orders, of which 70 orders came from Amazon CPC ads, and the remaining 130 orders may come from other channels such as off-site ads or natural traffic. However, for sellers, it is impossible to accurately count the traffic data of off-site channels, and there is no way to further optimize the traffic structure. The newly launched off-site OTA link by Amazon is a timely solution to this problem that has troubled sellers for a long time. The off-site OTA tracking link of the listing is an off-site traffic management privilege given by Amazon to brand sellers. Its official term is “Amazon Attribution”.
It is designed to help brand sellers manage off-site promotion channels in batches and evaluate the promotion effect. In simple terms, it allows sellers to know exactly how customers who buy products find products and place orders. In fact, the principle is very similar to “Amazon Associates (Amazon Promotion Alliance)”, but it is not as sophisticated as “Amazon Associates”, and this function has not been fully opened. It has only been tested in several countries, including the United States, Canada, Germany, and the United Kingdom.
So, how do sellers create OTA tracking links?
First, we click “Measure Non-Amazon Advertising” from the “advertising” column in the store backend to enter the “Amazon Attribution” interface, and click “Sign in” to log in to the account.
After entering the “Amazon Attribution” main interface, set up a new account first.
After the account is created, click “New Order” to set up an external link group.
In the external link group setting interface, first select the product target, and then set a group name.
Finally, enter “Line Item”, set the URL display channel, and obtain the OTA link. At this point, our Listing tracking link has been successfully created.
Sellers can embed the created OTA link into paid advertising, blog posts, social media, emails and other promotional channels. Once someone enters Amazon through the OTA link, sellers can track the product’s browsing data, such as the number of times users add shopping carts or the order status of the listing. This way, sellers can know exactly the conversion effect of off-site marketing activities, including which ones attracted user visits and which ones generated sales.