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Amazon web events API extension overview

Last update: Mon Apr 21 2025 00:00:00 GMT+0000 (Coordinated Universal Time)
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The Amazon Conversions API extension creates a direct connection between marketing data from an advertiser’s server and Amazon. This enables advertisers to evaluate campaign effectiveness regardless of conversion location and optimize campaigns accordingly. The extension provides more complete attribution, improved data reliability, and better optimized delivery.

Amazon prerequisites

Before installing and configuring the Amazon Conversions API extension, you need to complete several prerequisite steps to ensure proper authentication and data access.

Create a secret and data element

Authentication with Amazon requires a secure token that must be properly stored and referenced:

  1. Create a new Amazon event forwarding secret with a unique name for authentication.
  2. Create a data element using the Core extension with a Secret data element type to reference your Amazon secret.

This process ensures your authentication credentials remain secure while still being accessible to the extension when needed.

Install and configure the Amazon extension

Installing the extension requires access to your event forwarding property in Experience Platform:

  • Create or edit an event forwarding property.
  • Select Extensions in the left navigation, then select Amazon extension in the Catalog tab.
  • Select Install.

Amazon extension selected in the extensions catalog along with the install button.

  • Configure with:

  • Access Token: Your data element secret containing the OAuth 2 token

Individual settings to enter the data element secret highlighted.

  • Entity Id: Your Entity Id (found in Campaign Manager portal URL with “entity” prefix)

The campaign manager portal in the left navigation.

  • Select Save.

These configuration values establish the connection between Platform and your Amazon account.

Amazon OAuth 2

To create an Amazon OAuth 2 secret:

  • Select Amazon OAuth 2 from the Type dropdown and select Create Secret.

Amazon OAuth 2 in the dropdown menu.

  • Select Create & Authorize secret with Amazon on the popover to manually authorize the secret and continue.

Create & Authorize secret with Amazon selected.

  • Enter your Amazon credentials in the dialog that appears. Follow the prompts to grant event forwarding access to your data.

After completion, you’ll see your secret with its status and expiration date in the Secrets tab.

Created secret in the secrets tab.

Configure an event forwarding rule

Once all your data elements are set up, you can create event forwarding rules that determine when and how your events will be sent to Amazon.

  • Navigate to Rules and create a new event forwarding rule.
  • Under Actions, select Amazon Conversions API Extension.
  • Set the Action Type to Import Conversion Events.

Action configuration options highlighted.

  • Configure the event properties as outlined below:
Input
Description
Event Name
The name of the conversion event.
Event Type
Defines the type of event tracked (e.g., purchases, cart additions).
Timestamp
Event time in ISO format.
Client Dedupe ID
A unique ID for deduplication.
Match Keys
User and device identifiers for attribution.
Value
Monetary value of the event.
Currency Code
Currency in ISO-4217 format.
Units Sold
Quantity of items purchased.
Country Code
Country where the event occurred.
Data Processing Options
Flags for limited data usage.
Consent
Indicates user consent for advertising data usage.
  • Select Keep Changes to save the rule.

Event parameters in action configuration highlighted along with the keep changes button.

Additional event parameters in action configuration highlighted along with the keep changes button.

Event deduplication

If you use both Amazon Advertising Tag (AAT) and the Amazon Conversions API extension for the same events, deduplication setup is required. Include clientDedupeId in every shared event to ensure proper deduplication.
Deduplication is not needed if client and server events don’t overlap.

Proper deduplication prevents inflated conversion counts and ensures your optimization data remains accurate.

Refer to the Amazon Event Deduplication Guide for more details.

Next steps

This guide covered how to configure and send conversion events to Amazon using the Amazon Conversions API extension. For more information on event forwarding capabilities in Adobe Experience Platform, refer to the event forwarding overview

For more details on how to debug your implementation using the Experience Platform Debugger and Event Forwarding Monitoring tool, read the Adobe Experience Platform Debugger overview and Monitor activities in event forwarding.

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