# Amazon Ads + Amazon Attribution + Amazon Seller Central integration and analysis

Connect Amazon Ads, Amazon Attribution and Amazon Seller Central to Hendrik. Validate tag coverage and marketplace outcome before treating off-Amazon activity as an Amazon sales driver.

## The question this stack can answer

Do on-Amazon and off-Amazon ads tell the same story?

## What Hendrik reads from each source

- **Amazon Ads:** Amazon Ads spend, delivery, and attributed sales show the advertising side of the marketplace question.
- **Amazon Attribution:** Tagged off Amazon activity shows what Amazon Attribution reports for that tag and destination.
- **Amazon Seller Central:** Marketplace orders, financial events, listings, and inventory show what happened in the Amazon marketplace.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Amazon Ads account for the stated marketplace and comparison window.
- Connected Amazon Attribution data with a known tagged destination and attribution window.
- Connected Seller Central account for the same marketplace, seller, and product scope.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Amazon Ads attribution is not a deduplicated marketplace financial total or proof of incremental sales.
- Tagged Amazon Attribution results need a real tag, destination, and window; they do not establish shared campaign identity elsewhere.
- Marketplace financial events and ad-attributed sales have different definitions and must not be added.

## Illustrative example

### Amazon Ads + Amazon Attribution + Amazon Seller Central review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC. Amazon Ads reporting changed during the period. Amazon Attribution attributed sales rose from $22,000 to $28,000. Amazon Seller Central ordered product sales fell from $82,000 to $79,000.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- attributed sales (USD, 28 days) (Amazon Ads): 64,000 USD → 78,000 USD
- attributed Amazon sales (USD, 28 days) (Amazon Attribution): 22,000 USD → 28,000 USD
- marketplace ordered product sales (USD, 28 days) (Amazon Seller Central): 82,000 USD → 79,000 USD
- amazon ads spend (USD, consecutive 28-day periods) (Amazon Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Review Amazon Ads specific to that platform delivery:** Inspect its spend or message delivery, conversion definition, destination URL, and campaign changes.
- **Validate Amazon Attribution setup:** The second integration provides attributed sales only for correctly tagged links under its own attribution window. Check tag presence, destination, window, and reporting status.
- **Read Seller Central marketplace results:** The third integration adds ordered product sales, units, returns, price, and availability context for the marketplace; it is the commercial cross-check.
- **Inspect marketplace operations:** Review listing availability, Buy Box, price, and return changes before changing off-Amazon delivery.

### What Hendrik sees

Amazon Ads attributed sales and spend rose. Amazon Attribution attributed Amazon sales rose. Seller Central marketplace ordered product sales fell.

### What to do next

First repair any missing or inconsistent Amazon Attribution tags. Then check Seller Central availability or return changes that could explain weaker marketplace sales; reassess tagged attributed sales and Seller Central results before changing the Amazon Ads scope.

**Limit:** Amazon Attribution only reports tagged activity under its configured rules. A rise in attributed sales beside a Seller Central decline does not establish incrementality or a campaign-level cause.

## Provider documentation

- [Amazon Ads documentation](https://advertising.amazon.com/resources/library/guides)
- [Amazon Attribution documentation](https://advertising.amazon.com/help/GBT6KJJEM7NDJG6U)
- [Amazon Seller Central documentation](https://sellercentral.amazon.com/help/hub)

## Start with this stack

[Create a workspace and connect Amazon Ads + Amazon Attribution + Amazon Seller Central](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-amazon-ads-amazon-attribution-amazon-seller-central&combination=amazon-ads-amazon-attribution-amazon-seller-central)