Amazon Attribution: Understand the impact of your external marketing on Amazon sales

Amazon Attribution: Understand the impact of your external marketing on Amazon sales

Have you ever wondered how effective your external marketing campaigns are at driving traffic and sales to your Amazon product pages? As an Amazon seller, it is essential to know exactly which marketing channels deliver the best results for your business. This is where Amazon Attribution comes in – a powerful analytics tool that helps you measure the effectiveness of your external marketing initiatives.

Without Amazon Attribution, you are essentially operating in the dark when it comes to understanding how your Google Ads, Facebook ads or email campaigns affect your performance on Amazon. This means you could be spending money on channels that do not deliver a return, while missing out on opportunities to scale the channels that actually drive sales.

In this article, we will explore everything you need to know about Amazon Attribution – from what it is and how it works, to how you can use it to optimise your Amazon marketing and improve your Amazon business results.

What is Amazon Attribution?

Amazon Attribution is a measurement and analytics tool that enables brands and sellers to measure the impact of their non-Amazon marketing channels on their Amazon sales and related customer activities. In other words, it is a solution that helps you understand how your external marketing campaigns influence your sales on Amazon.

Before the introduction of Amazon Attribution, it was nearly impossible for sellers to gain insight into how their external marketing efforts affected their Amazon business. You could see clicks and conversions in your external advertising platforms such as Google Ads or Facebook Ads Manager, but you could not directly connect these activities to actions on Amazon, such as product page views, add-to-basket actions or actual purchases.

Amazon Attribution solves this problem by allowing you to create unique tracking links or tags for each of your external marketing campaigns. When a customer clicks on one of these links and then takes action on Amazon, you can track and attribute this action to the specific campaign that drove the customer to Amazon.

This enables you to measure and compare the effectiveness of all your marketing channels based on actual conversions and sales on Amazon, not just clicks or engagement. You can see which channels drive the most traffic, which result in the most conversions, and which deliver the best Return on Ad Spend (ROAS).

Who can use Amazon Attribution?

Amazon Attribution is a powerful tool, but it is not available to everyone selling on Amazon. To qualify for Amazon Attribution, you must meet specific criteria. Here is an overview of who can benefit from this tool:

• Professional sellers enrolled in the Amazon Brand Registry
• Vendors (1P sellers) on Amazon
• Amazon agencies and consultants working on behalf of eligible sellers and brands

It is worth noting that Amazon Attribution is currently available on selected Amazon marketplaces, including the USA, UK, Canada, Germany, France, Italy, Spain, Mexico and Japan. If you sell on one of these markets and meet the above criteria, you can access Amazon Attribution.

For sellers who are not yet enrolled in the Amazon Brand Registry, now could be a good time to consider it. Brand Registry not only gives you access to Amazon Attribution, but also a range of other valuable tools to help you protect your brand, enhance your product listings and increase your visibility on Amazon.

If you are not currently eligible to use Amazon Attribution, it is worth speaking to an experienced Amazon consultant about alternative ways to track and optimise your external marketing campaigns.

How does Amazon Attribution work?

Amazon Attribution operates through a tracking and attribution system that allows you to see how customers interact with your products on Amazon after clicking your external marketing campaigns. Let’s take a closer look at how this process actually works:

Creating tracking links and tags

At the core of Amazon Attribution are the unique tracking links and tags you create for each of your external marketing campaigns. When you set up an Amazon Attribution campaign, the system generates a unique tag or pixel, which you can implement in your external ads or campaigns.

These tags contain specific parameters that identify the traffic source (e.g. Google Ads, Facebook, email), campaign, advert and other relevant details. When a customer clicks on an advert with your Amazon Attribution tag, the system sends this information to Amazon so it can track the customer’s subsequent activities.

Tracking customer actions

After a customer has clicked your external advert and landed on Amazon, Amazon Attribution begins to track their actions in relation to your products. This includes:

• Product page views: When the customer views the detail page for one of your products
• Add to basket: When the customer adds your product to their shopping basket
• Purchases: When the customer completes the purchase of your product
• Revenue: The total value of sales generated from your campaign

Amazon Attribution tracks these actions within a specific time window after the initial click (typically 14 days, but this may vary), so you can see both immediate conversions and delayed purchases.

Reporting and analysis

Data from your Amazon Attribution campaigns is aggregated into detailed reports that provide insight into the performance of each channel, campaign and ad. These reports typically show metrics such as:

• Clicks: The number of clicks on your external ads
• Detail page views: The number of product page views generated from your ads
• Add to basket: The number of times customers have added your products to their basket
• Purchases: The number of completed transactions
• Conversion rate: The percentage of clicks that result in sales
• Revenue: The total value of sales generated from your ads
• ROAS (Return on Ad Spend): Revenue generated in relation to your advertising spend

These reports allow you to compare different channels and campaigns based on their ability to drive relevant actions and sales on Amazon, helping you make more informed decisions about where to allocate your marketing budget.

By understanding how Amazon Attribution works, you can better leverage this powerful feature to optimise your Amazon ads and external marketing campaigns for maximum effectiveness and ROI.

How do you access Amazon Attribution?

Gaining access to Amazon Attribution requires following a specific process, depending on whether you are a vendor (1P seller) or a professional seller (3P) enrolled in Brand Registry. Here is a detailed guide on how you can access this tool:

For Amazon Vendors (1P sellers)

If you are an Amazon Vendor, follow these steps to access Amazon Attribution:

1. Log in to Amazon Advertising Console (advertising.amazon.com) using your vendor credentials
2. Once logged in, click on “Amazon Attribution” in the menu or under the “Measurement” section
3. If you see Amazon Attribution as an option, you can click it to start using the tool
4. If you do not see Amazon Attribution as an option, contact your Amazon representative or Amazon Advertising Support for assistance

For Brand Registered Sellers (3P)

If you are a professional seller enrolled in Amazon Brand Registry, follow these steps:

1. Log in to your Amazon Seller Central account
2. Navigate to the “Advertising” or “Brands” section (this may vary depending on your region)
3. Look for “Amazon Attribution” or “Measurement” in the menu
4. If you cannot find it, try searching for “Attribution” in the search bar at the top of the page
5. Alternatively, go to “Help” and search for “Amazon Attribution” to find direct links

If you are still having difficulty finding or accessing Amazon Attribution, here are some additional steps you can take:

• Contact Amazon Seller Support or Amazon Advertising Support directly
• Ensure you are selling on one of the marketplaces where Amazon Attribution is available
• Confirm that your account is in good standing and meets all requirements for Amazon Attribution
• Consider consulting an Amazon consultant or agency with experience in Amazon Attribution

Once you have gained access to Amazon Attribution, it is time to start creating your first campaigns and tracking tags. It is worth spending some time getting to know the platform’s features and options before you start implementing tags in your external campaigns.

With the right access and setup, Amazon Attribution can become a valuable addition to your Amazon Seller Central toolkit, helping you optimise your marketing spend and improve your Amazon business results.

How do you create an Amazon Attribution link?

Creating an Amazon Attribution link is a key part of starting to track your external marketing campaigns. Here is a detailed, step-by-step guide on how you can create your first Amazon Attribution links:

Preparation before creating links

Before you start creating Attribution links, it is important to have the following information ready:

• The specific products (ASINs) or product categories you want to track
• The external marketing channels you want to measure (e.g. Google Ads, Facebook, email)
• Specific campaigns or ad groups within these channels
• A clear naming convention for your tags to keep track of them

Step-by-step guide to creating Attribution links

Once you have access to Amazon Attribution and have prepared the necessary information, follow these steps to create your links:

1. Log in to Amazon Attribution via Amazon Advertising Console or Seller Central (depending on your seller type)
2. Click on the “New campaign” or “Create Attribution tag” button (the exact wording may vary)
3. Select the products you want to track. You can choose by:
   • Specific ASINs (for individual products)
   • Brand (for all products under your brand)
   • Category (for products in the same category)
   • Destination page (e.g. a brand store page or product listing)
4. Name your campaign with a descriptive title to help you identify it later
5. Select the type of tag you want to create:
   • Click tags for ads that lead directly to Amazon
   • Impression tags or pixels for display or video ads
6. Enter details about the external marketing channel:
   • Select the platform (e.g. Google, Facebook, Email)
   • Add additional parameters such as campaign ID, ad group name, and ad ID
   • Add custom parameters if needed
7. Generate your tag or link by clicking “Create” or “Generate”
8. Copy the generated link or tag for later implementation

Implementing your Attribution links

After generating your Attribution links, you need to implement them in your external marketing campaigns. The implementation process varies depending on the platform:

• For Google Ads: Add the Attribution link as the destination URL or use Google’s URL builder
• For Facebook Ads: Insert the Attribution link in the “Website URL” field when creating your ad
• For Email Marketing: Embed the Attribution link in your call-to-action buttons or product links
• For Influencer Marketing: Provide unique Attribution links to each influencer to track their individual impact

It is important to test your Attribution links before launching your campaigns to ensure they work correctly and direct customers to the right product pages on Amazon.

By following these steps, you can start tracking how your external marketing campaigns influence your Amazon business and gain valuable insights that can help you optimise your marketing spend and improve your results.

How do you set up Amazon Attribution?

Setting up Amazon Attribution involves more than just creating tags – it is about establishing a systematic approach to measuring and optimising your external marketing campaigns. Here is a comprehensive guide on how to set up Amazon Attribution effectively:

Plan your attribution strategy

Before you dive into the technical implementation, it is important to develop a clear attribution strategy:

1. Identify your key external marketing channels (Google Ads, Facebook, Instagram, Email, etc.)
2. Prioritise which campaigns and products to track first (focus on high-volume or high-value campaigns)
3. Decide which KPIs (Key Performance Indicators) to focus on (e.g. conversion rate, ROAS, new vs repeat customers)
4. Establish a baseline for current performance to measure improvements
5. Define how often you will review and analyse your attribution data

Set up your Amazon Attribution account

After planning your strategy, it is time to set up your Amazon Attribution account:

1. Access Amazon Attribution as described in earlier sections
2. Familiarise yourself with the interface
3. Set up any custom reports or dashboards you will use to monitor your campaigns
4. Configure notification settings so you are alerted to important changes or updates

Implement a consistent tagging structure

A consistent approach to tagging is essential for obtaining meaningful data from Amazon Attribution:

• Develop a standardised naming convention for all your tags (include channel, campaign, date, audience, etc.)
• Create documentation or a spreadsheet to keep track of all your Attribution tags
• Consider using UTM parameters consistently across platforms
• Ensure all team members understand and follow the same tagging structure

Integrate with your external marketing platforms

To ensure that Amazon Attribution works seamlessly with your existing marketing processes:

1. Update all relevant campaign links on your primary marketing platforms with Attribution tags
2. Integrate Amazon Attribution into your workflow for creating new campaigns
3. Consider using APIs or automation tools to streamline the process if you manage a large number of campaigns
4. Establish a process for regularly updating links when you renew or change campaigns

Create a reporting system

To get the most out of your attribution data:

• Set up regular reports (weekly, monthly) to monitor performance
• Develop templates for comparing different channels, campaigns and products
• Integrate Amazon Attribution data with your other marketing analytics tools where possible
• Establish a process for sharing insights and recommendations based on this data with relevant team members

By following this systematic approach to setting up Amazon Attribution, you ensure that you are not only collecting data but also able to turn this data into actionable insights that can drive growth for your Amazon business. With a solid setup in place, you are ready to start measuring and optimising your external marketing campaigns based on their actual impact on your Amazon sales results.

How can advertisers use Amazon Attribution?

Amazon Attribution provides advertisers with a range of powerful options to optimise their external marketing campaigns and improve their Amazon sales results. Here is a detailed overview of how advertisers can strategically leverage this tool:

Optimise budget allocation across channels

One of the most valuable uses of Amazon Attribution is understanding which channels generate the best results for your Amazon business:

• Compare ROAS (Return on Ad Spend) across different marketing channels such as Google, Facebook, Instagram, and email
• Identify surprisingly strong performers that may not be getting sufficient attention in your current budget
• Reduce or eliminate spend on channels that prove ineffective at driving Amazon sales
• Reallocate budget to the channels that consistently deliver the best conversion rates and ROAS

This data-driven approach to budget allocation can significantly improve the overall efficiency of your marketing spend and ensure that every pound works as hard as possible for your Amazon business.

Refine targeting and messaging

Amazon Attribution provides insight into which specific messages and audiences resonate most with potential Amazon customers:

• Test different ad copy, images and calls-to-action to see which drive the most conversions
• Analyse which audience segments are most likely to purchase your products on Amazon after seeing your external ads
• Identify which product features or benefits are most persuasive in your external marketing
• Adjust your messaging based on data about what actually drives sales, not just clicks or engagement

This insight helps you refine your creative elements and targeting strategies to maximise their effectiveness across all your external marketing channels.

Optimise product pages based on external traffic

Amazon Attribution can also help you understand how customers coming from external sources interact with your Amazon product pages:

• Identify products with high click-through rates from external ads but low conversion rates on Amazon
• Investigate potential discrepancies between your external ads and your Amazon product page
• Optimise your product images, titles, bullet points and descriptions to better match the expectations of customers arriving from external sources
• Test different product page elements to improve conversion rates for external traffic

This approach ensures a seamless customer experience from your external advert to the purchase on Amazon, which can lead to significantly higher conversion rates.

Campaign timing and seasonality

Amazon Attribution allows you to understand how timing affects the effectiveness of your external campaigns:

• Analyse how different external channels perform at various times of the year, week or day
• Identify optimal timing windows for launching external campaigns ahead of key sales periods
• Understand latency periods between the first click and final conversion for different product categories
• Adapt your marketing strategy based on seasonal trends and purchasing patterns

This timing insight helps you maximise the impact of your campaigns by ensuring they reach potential customers at the optimal moment in their buying journey.

By strategically implementing these approaches, advertisers can use Amazon Attribution to create a more data-driven, effective external marketing strategy that directly improves their Amazon sales results and Return on Investment. It is a valuable tool in any Amazon seller’s marketing toolkit.

How do you access Amazon Attribution in Seller Central?

Navigating Amazon Seller Central to find and access Amazon Attribution can be challenging, especially for new sellers. Here is a detailed guide on how you can locate and access this tool directly from Seller Central:

Navigating to Amazon Attribution in Seller Central

Here is the primary method for finding Amazon Attribution in Seller Central:

1. Log in to your Amazon Seller Central account with your credentials
2. Once logged in, navigate to the top of the page and click on “Advertising” or “Brands” in the top navigation menu (the location may vary depending on your region)
3. In the dropdown menu, look for “Amazon Attribution” as a direct option
4. If it does not appear directly, try clicking on “Campaign Manager”, “Advertising Console” or “Marketing” and see if Amazon Attribution is listed there
5. If you still cannot find it, use the search function at the top of Seller Central and search for “Attribution”

Alternative methods for finding Amazon Attribution

If the primary navigation route does not work for you, here are some alternative methods:

• Try going to the “Help” or “Support” section of Seller Central and search for “Amazon Attribution” to find direct links or guides
• Go to advertising.amazon.com and sign in with your Seller Central credentials. Amazon Attribution can sometimes be easier to find in the Advertising Console
• Go to the “Brands” menu, if available, and look for “Brand Analytics” or “Brand Dashboard” – Amazon Attribution can sometimes be accessed via these sections

If you cannot find Amazon Attribution

If you have tried the above methods and still cannot find Amazon Attribution, there may be several reasons:

1. Confirm that your account meets the requirements (you must be enrolled in Brand Registry or be a vendor)
2. Ensure you are selling on a marketplace where Amazon Attribution is available
3. Contact Amazon Seller Support directly for assistance:
   • Go to “Help” in Seller Central
   • Click on “Get Support” or “Contact Us”
   • Select the “Advertising” or “Brands” category
   • Specify that your enquiry relates to Amazon Attribution
   • Describe that you cannot find the tool in your account

After you have found Amazon Attribution

Once you have located and accessed Amazon Attribution, it is a good idea to:

• Bookmark the direct URL for easier access in future
• Review any available guides or tutorials directly within the tool
• Explore the interface to become familiar with the various features and reporting options
• Set up a simple test tag to ensure everything works correctly with your account

By following these steps, you should be able to find and access Amazon Attribution in Seller Central. If you are still having problems, it may be helpful to consult an experienced Amazon consultant or agency specialising in Amazon, as they can provide direct assistance and guidance based on the latest version of Seller Central.

What can Amazon Attribution help brands achieve?

Amazon Attribution is more than just a measurement tool – it is a strategic resource that can help brands transform their approach to both Amazon and external marketing. Here is a detailed overview of the key business objectives Amazon Attribution can help brands achieve:

Data-driven marketing decisions

Instead of relying on assumptions or limited data, Amazon Attribution enables brands to make marketing decisions based on concrete, attribution-based data:

• Eliminating guesswork about which external marketing channels actually drive Amazon sales
• Quantifying the true value of different marketing channels based on their contribution to revenue
• Identifying surprising or undervalued channels that perform particularly well for specific products
• Validating or refuting marketing hypotheses with actual sales data

This data-driven approach reduces the risk of poor investments and ensures marketing budgets are allocated to the most effective channels.

Improved marketing efficiency and ROI

By linking external marketing spend directly to Amazon sales results, Amazon Attribution helps brands dramatically improve their marketing ROI:

• Optimising marketing budgets by reallocating resources from underperforming to high-performing channels
• Reducing waste by identifying and eliminating ineffective campaigns or audiences
• Refining bidding strategies on different platforms based on their actual contribution to Amazon sales
• Adjusting creative elements and targeting parameters to maximise conversion rates

Many brands report significant improvements in their marketing ROI after implementing Amazon Attribution, often with a 20-30% or higher increase in efficiency.

Holistic understanding of the customer journey

Amazon Attribution enables brands to see how their various marketing channels influence the customer’s path to purchase:

• Identifying which channels are most effective at introducing new customers to the brand vs driving repeat purchases
• Understanding which touchpoints are most influential at different stages of the buying journey
• Insights into how customers move between external platforms and Amazon before completing a purchase
• Recognising how different product categories may have different optimal marketing channels

This holistic understanding enables brands to create more effective, integrated marketing strategies that support customers throughout their buying journey.

Strategic competitive advantage

In an increasingly competitive e-commerce landscape, Amazon Attribution gives brands a significant edge:

• The ability to find and exploit niche marketing channels that competitors might overlook
• The capacity to quickly adjust marketing strategy based on real-time customer preference data
• The ability to test and validate new marketing approaches with lower risk
• Better coordination between Amazon strategy and broader brand marketing strategy

For brands competing in crowded Amazon categories, this data-driven approach can be the difference between growth and stagnation.

Improved allocation between on-Amazon and off-Amazon marketing

An often-overlooked benefit of Amazon Attribution is that it helps brands find the optimal balance between Amazon Advertising (PPC) and external marketing investment:

• Comparing ROI between Amazon PPC campaigns and external marketing channels
• Identifying synergies between internal and external marketing efforts
• Optimising the overall marketing mix for maximum efficiency
• Strategically timing on-Amazon and off-Amazon campaigns to reinforce each other

By understanding the strengths and weaknesses of both on-Amazon and off-Amazon marketing channels, brands can create a more balanced, effective overall marketing strategy that maximises their presence and sales on the Amazon platform.

Tips for effective use of Amazon Attribution

To get the most value from Amazon Attribution, it is not enough to simply implement the tool – you must use it strategically and consistently. Here are some expert tips on how to make the most of Amazon Attribution:

Establish a solid measurement plan before implementation

Before you start generating Attribution tags at random, it is important to develop a structured approach to what you want to measure and why:

• Define clear objectives for what you hope to learn from your attribution data
• Identify the key KPIs you want to track across channels (e.g. ROAS, conversion rate, average order value)
• Prioritise which marketing channels, campaigns and products should be tracked first
• Create a baseline of current performance before Attribution implementation to measure improvements
• Define how granular your tracking approach should be (campaign-level, ad-level, etc.)

This preparation ensures you collect meaningful data that can drive real business insights, rather than being overwhelmed by an abundance of data with no clear direction.

Implement a robust tagging structure

Consistent and well-organised tagging is essential for gaining actionable insights from Amazon Attribution:

• Develop and document a standardised naming convention for all your tags
• Include key information in tag names such as channel, campaign, date, audience and product
• Create a central database or spreadsheet to keep track of all your Attribution tags
• Establish a system for regularly updating tags as campaigns change or renew
• Train all relevant team members in your tagging structure to ensure consistency

A well-structured tagging strategy makes it much easier to analyse and compare data across channels and over time, leading to more precise and actionable insights.

Integrate Attribution data into your broader analysis process

Amazon Attribution data should not exist in isolation, but be integrated with your other data sources to provide a more complete picture:

• Compare Amazon Attribution data with metrics from your external marketing platforms
• Integrate Amazon Attribution insights with your Amazon PPC data for a holistic understanding
• Combine attribution data with seasonal trends and product life cycles
• Incorporate Attribution insights into your regular marketing reports and reviews
• Assess how external campaigns affect both direct sales and brand awareness on Amazon

This integrated approach gives you a more nuanced view of how your various marketing activities affect your overall Amazon business.

Test, learn and retest

Amazon Attribution is a powerful tool for continuous learning and optimisation:

• Implement A/B tests across different external channels and creative approaches
• Test different messages, audiences and timings while measuring their impact on Amazon sales
• Experiment with different product categories and price ranges to see which respond best to external marketing
• Compare performance between different geographic regions or audiences
• Establish a cycle of regular testing, analysis, adjustment and retesting

This iterative approach to testing and learning ensures your marketing strategies are constantly refined and improved based on actual performance data.

Train your team to use attribution data

To maximise the value of Amazon Attribution, it is important that all relevant team members understand and can use the data:

• Ensure the marketing team is trained in how to interpret and act on the attribution data
• Share regular insights and learnings with product teams so they understand which product features resonate with customers
• Involve management in strategic attribution insights to inform broader business decisions
• Consider using external experts or consultants to help maximise the value of your attribution data

By following these tips, you can transform Amazon Attribution from a simple measurement tool into a strategic resource that drives continuous improvement and growth for your Amazon business.

Limitations and considerations of Amazon Attribution

While Amazon Attribution is a powerful tool, like all tools, it has its limitations and considerations that brands should be aware of to use it effectively. Here are some important points to keep in mind:

Availability limitations

Amazon Attribution is not universally available to all sellers or on all markets:

• It is only available for vendors (1P) and Brand Registry-registered sellers (3P)
• It is currently only available on selected marketplaces (USA, UK, Canada, Germany, France, Italy, Spain, Mexico and Japan)
• Some features may be restricted to certain marketplaces or seller types
• New Amazon sellers may need to build their business and enrol in Brand Registry before gaining access

It is important to confirm that you meet all requirements before investing time in planning an Attribution strategy.

Technical limitations

There are some technical aspects of Amazon Attribution that can affect its accuracy and usability:

• The attribution window (typically 14 days) means that conversions occurring after this period will not be attributed to the original source
• Cross-device tracking may be limited, meaning if a user clicks on a mobile ad but purchases on desktop, it can affect attribution accuracy
• Cookie-based tracking can be affected by users deleting cookies or using adblockers
• There can be delays in data reporting, affecting real-time optimisation opportunities
• Integration with certain external platforms can be challenging or require workarounds

Understanding these technical limitations helps you interpret your data with the right perspective and caution.

Data integration challenges

Integrating Amazon Attribution data with other data sources can be complex:

• There is no direct API integration with many popular marketing platforms or analytics tools
• Manual data import and export can be time-consuming and error-prone
• Reporting formats and metrics may differ from those you use on other platforms
• Creating a “single source of truth” for all your marketing data can require significant effort

These challenges may require creative solutions or dedicated resources to overcome, especially for brands with complex marketing ecosystems.

Attribution model limitations

Amazon Attribution’s approach to attribution has some inherent limitations:

• It primarily uses a “last click” attribution model, which can undervalue the contribution of upper-funnel channels that build awareness
• It can be challenging to understand the full customer journey and how different touchpoints work together
• Brand value and long-term effects of marketing campaigns can be difficult to measure accurately
• It can be hard to isolate the impact of external marketing from other factors such as seasonality or price changes

Being aware of these attribution model limitations helps you interpret your data in the correct context and avoid making decisions based solely on short-term conversion attribution.

Resource requirements

Effective implementation and use of Amazon Attribution requires dedicated resources:

• It takes time and expertise to set up, maintain and analyse your attribution data
• Continuous optimisation based on attribution insights requires dedicated staff
• Complex marketing ecosystems may require specialised expertise to integrate and interpret attribution data
• There may be a steep learning curve for teams new to attribution and analytics

Understanding these resource requirements in advance helps you plan the necessary support and expertise to get the most out of Amazon Attribution.

By being aware of these limitations and challenges, you can develop a more realistic and effective approach to implementing Amazon Attribution in your marketing strategy. Although the tool has its limitations, it can still provide valuable insights that can transform your approach to external marketing for your Amazon business.