For Amazon Brand Registry Sellers: A Guide to the Brand Attribution Dashboard and Brand Referral Bonus
If you have completed your trademark registration, enrolling in Amazon Brand Registry not only protects your products but also makes you eligible for fee savings through the Amazon Brand Referral Bonus. Our article Amazon U.S. Customs Duties: A New Calculation for Sellers takes this topic a step further.
In this article, we take a detailed look at the Brand Attribution and Brand Referral Bonus program, which lets you earn a fee credit (reimbursement) by driving traffic from outside Amazon, along with every metric in the dashboard. You can also read our Amazon Private Label Starter Guide, which covers this topic in more detail.
What Is Brand Attribution?
Amazon Brand Attribution is a tool that lets you measure traffic coming to your products from sources outside Amazon. This feature is available only to brands enrolled in Amazon Brand Registry. We cover the details in our article What Is Amazon SPN? What Are Its Benefits?
In the dashboard, you can:
- Create product-specific tracking links (attribution links)
- Share these links on channels such as social media (Instagram, TikTok), YouTube, blogs, email campaigns or Google Ads
- Track visitors and sales from these links with detailed metrics in the dashboard
What Is the Amazon Brand Referral Bonus?
Amazon gives a credit (bonus) for sales you bring to your store through marketing outside Amazon. In Amazon's own words, this credit averages about 10% of attributed sales and is used to offset the referral fee you pay. The program is open to brand owners enrolled in Brand Registry in the U.S. store (Amazon.com).
How Does It Work?
- For a sale driven by your off-Amazon ad or post, you earn a credit of about 10% on average of the sale price; the rate varies by product category, and current rates are listed on the Brand Referral Bonus help page in Seller Central
- If the customer buys other products from your brand within 14 days of clicking the link, the same bonus applies to those sales as well
- For a sale to be attributed, traffic must arrive through an Amazon Attribution tagged link; untagged traffic does not count toward the bonus
Example:
- Sale price: $100
- Standard Amazon referral fee (15%): $15
- Average 10% bonus on a sale from external traffic: about $10 credit (varies by category)
- Net Amazon fee: about $5
What Metrics Does the Brand Attribution Dashboard Show?
Amazon Attribution does more than create links; it also gives you detailed conversion analytics:
| Metric | Explanation |
| Clicks | Total number of clicks on your link |
| Detail Page Views | Number of times your product page was actually viewed |
| Add to Cart | Number of products added to cart |
| Purchases | Number of transactions that converted into sales |
| Units Sold | Total number of units sold |
| Sales ($) | Total dollar value of sales from external traffic |
| Conversion Rate (%) | Click → sale conversion percentage |
Bonus Report:
Brand Referral Bonus information is available in the Amazon Attribution performance reports in the Amazon Ads console and through the Amazon Ads API.
How Do You Set It Up?
- File your trademark application (USPTO, UKIPO, EUIPO); a pending application serial number is enough for Brand Registry
- Enroll in Amazon Brand Registry
- Open Seller Central > Brands > Brand Referral Bonus
- Go to the Amazon Attribution dashboard → Create a new link
- Share this link through sources such as Google Ads, influencers and social media posts
- Track all performance metrics such as clicks, sales and bonus from the dashboard
How Does It Affect the Amazon Algorithm?
- Quality off-Amazon traffic → a trust and performance signal for the Amazon algorithm
- Can improve organic rankings
- A+ content + external traffic → higher conversion rates
Why Should You Use This System?
| Advantage | Explanation |
| Commission credit (about 10% on average) | Provides a cost advantage on sales driven by external traffic |
| Conversion tracking | You can see which traffic sources actually work |
| Algorithm advantage | Traffic from outside Amazon can strengthen your brand's credibility |
| Influencer and Ads ROI measurement | Campaign-to-sale conversion rates can be measured clearly |
What Export Partners Offers You
- U.S. trademark registration, European Union trademark registration (EUIPO) and UK trademark applications
- U.S. company formation (LLC)
- Amazon Brand Registry application and follow-up
- Amazon Attribution dashboard setup and link creation support
- Influencer partnerships & external traffic strategy
- Tracking and reporting of Brand Referral Bonus earnings
- Campaign planning aimed at improving organic rankings on Amazon.com
Conclusion:
Registering your brand on Amazon does more than protect it; it also opens the way to earning bonuses from external traffic and measuring that traffic.
With Brand Attribution and the Referral Bonus program, you can lower your commission costs and build smarter growth strategies by measuring your sales conversions.
Last updated: October 1, 2026
