Agency execs that tested the tool said it shows how people often buy products on Amazon after clicking on Facebook and Google ads.
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The tool also does not use cookies, which agency execs said could appeal to advertisers wary of sharing too much data with Amazon.Click here for more BI Prime storiesAmazon is trying to grow its nascent ad business by proving it can show advertisers how digital ads drive people to shop on Amazon. The tool comes as marketers struggle to track the performance of their ads across multiple platforms. Amazon has been criticized by advertisers as a walled garden akin to Facebook and Google because it shares limited data with advertisers.Inside Amazon's growing ad business: Everything we know about how the e-commerce giant is making inroads with marketers
In one case, Tinuiti saw a retailer spent $10,000 on Google Adwords to send traffic to its own e-commerce site. Using Amazon's data, the retailer saw that about a third of its $100,000 in monthly sales actually took place on Amazon by people who showroomed. That finding caused Amazon sellers to spend more on the platform, he said.offer similar attribution tools. Unlike those platforms, Amazon uses tracking links instead of placing cookies on a company's website.
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