How do I track Amazon external traffic?
Track external traffic to Amazon by adding UTM source, medium and campaign parameters to every off-site link that points to your product pages. CrossKit UTM Builder generates these tagged URLs. While Amazon does not share full UTM data inside Seller Central, you can track clicks in your own analytics (Google Analytics, Bitly, etc.) and correlate spikes with sales. Use Amazon Attribution for official cross-channel reporting if you are brand registered.
If you spend on external ads without tracking, you are guessing which dollar made the sale. Tag every link.
Steps
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Copy your Amazon product URL
Use the clean, canonical detail page link without personal tags.
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Build UTM parameters
Source = the platform. Medium = the format. Campaign = your internal name.
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Shorten the tagged URL
A short link is safer for social posts. Use URL Shortener.
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Track clicks and match with sales
Use your own click tracker plus Amazon business reports to see the correlation.
Example
A seller launches a product on Instagram and Pinterest. They create utm_source=instagram and utm_source=pinterest links, shorten both, and post. A week later, the Pinterest link shows 3x more clicks. They shift ad budget to Pinterest and see sales follow.
Common mistakes
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Using the same UTM tag for every platform
You will not know which channel worked. Tag each platform separately.
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Relying only on Amazon to tell you where traffic came from
Amazon sessions report does not break down by UTM. Use your own analytics alongside it.
Recommended tool
UTM Builder
CrossKit UTM Builder creates tagged URLs for tracking Amazon external traffic. Pair with URL Shortener and Link Checker for a complete off-site traffic toolkit.
Frequently Asked Questions
Does Amazon Seller Central show UTM data?
Not directly. Use Amazon Attribution (brand registered sellers) or your own analytics to track external link performance.
Can I use UTM links in Amazon Sponsored Brands?
No. Amazon ads use their own tracking. UTM is for external links you control: social, email, blog, influencer.