For most brands, Amazon is where the majority of purchase decisions get finalized. Even when discovery happens elsewhere. Consumers use it to validate, compare, and convert with a checkout they already trust. Driving external traffic to Amazon accelerates that process and compounds your organic rank at the same time, which D2C traffic can't do. The two strategies aren't mutually exclusive, either. But ignoring Amazon's role in your conversion funnel leaves money on the table.

Amazon Attribution assigns a unique tracking tag to each external traffic source, a paid social campaign, an influencer link, an email CTA, and measures what happens on Amazon after the click: detail page views, add-to-carts, and purchases. It's not perfect; it's last-click and doesn't capture every assisted conversion, but it's the most direct signal available for connecting off-platform spend to on-platform outcomes. We use it alongside platform-side data to build a fuller picture.

In most cases, yes. We audit your existing creator partnerships and overlay Amazon Attribution tracking onto active programs before recommending structural changes. Often the investment is already working harder than you think, but it just hasn't been measured against the right outcome. Where gaps exist, we identify them specifically rather than proposing a full rebuild.

It varies by category and audience, but the highest-intent traffic consistently comes from Google search (people already in a buying mindset) and from creator content on TikTok and Instagram where discovery and purchase intent overlap. Email drives strong conversion rates but limited volume. We test across channels with Attribution in place from day one, so budget shifts are driven by actual Amazon conversion data, not platform-reported ROAS.

Most marketplace agencies are focused on what happens inside Amazon including content, advertising, operations. External traffic strategy sits at the intersection of performance marketing and marketplace management, which means it falls through the cracks when those teams are separate. Because we manage both, we can build the full loop: demand generated off-platform, captured on-platform, measured end-to-end, and optimized as one system.