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Amazon web events API extension overview

Last update: Fri May 23 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. It enables advertisers to evaluate campaign effectiveness regardless of conversion location and optimize campaigns accordingly. This extension provides complete attribution, data reliability, and optimized delivery.

Amazon prerequisites

Before you install and configure the Amazon Conversions API extension, complete the following prerequisite steps to ensure proper authentication and data access:

Create a secret and data element

Create a new Amazon event forwarding secret and provide it with a unique name that signifies the authenticating member. This will be used to authenticate the connection to your account while keeping the value secure.

Next, create a data element using the Core extension and a Secret data element type to reference the Amazon secret you just created.

Gather required configuration details

In order to connect Experience Platform to Amazon, input the following details:

Key Type
Description
Account ID
The unique account identifier for your Amazon account.
Entity ID
The identifier of a profile associated with the advertiser account. This can be found in the Campaign Manager portal URL, prefixed with entity.
Access Token
The non-expiring access token of your app, which is used for authenticating to the Amazon API via OAuth. Refer to the Amazon API documentation on authentication for guidance.

Install and configure the Amazon extension

Follow these steps to install and configure the Amazon Conversions API extension:

  1. Create or edit an event forwarding property.

  2. Navigate to Extensions in the left navigation panel, then select the Amazon extension in the Catalog tab.

  3. Select Install.

    The Amazon extension card highlighted in the Adobe Experience Platform Extensions catalog.

  4. Configure the extension with the following details:

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

      The configuration interface highlighting the field to enter the data element secret for the OAuth 2 token.

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

      The Campaign Manager portal interface with the Entity ID field highlighted.

  5. Select Save to complete the configuration.

Configure an event forwarding rule

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

  1. Navigate to Rules and create a new event forwarding rule.

  2. Under Actions, select Amazon Conversions API Extension.

  3. Set the Action Type to Import Conversion Events.

    The event forwarding rule configuration interface with the Action Type set to Import Conversion Events.

Configure conversion event data

Conversion event data is critical to track user interactions and measure the effectiveness of your campaigns. By forwarding this data to Amazon, you can gain insights into user behavior, optimize your campaigns, and ensure accurate attribution for conversions.

The table below outlines the key properties required to configure and forward conversion event data:

Input
Description
Required
Example
name
The name of the imported event.
Yes
My Event Name
eventType
The standard Amazon event type associated with the event and used for reporting.
Yes
Add to Shopping Cart
eventActionSource
The platform from which the event was sourced.
Yes
WEBSITE
clientDedupeId
The advertiser-specified id for the conversion event. For events with the same clientDedupeId, only the first event is retained and all subsequent events are dropped.
Optional
3234A398932
timestamp
The reported timestamp of when the event occurred. The timestamp can be up to 7 days before you send an event. Data older than 7 days will not be processed.
Yes
2023-05-08T14:04:28Z
matchKeys
Array representing the customer and device identifier types/values to be used for attribution to traffic events.
Yes
—
matchKeys > type
The identifier type used for attribution.
Yes
—
matchKeys > value
The identifier value used for attribution.
Yes
List of SHA-256 hashed identifier values of the customer who performed the event.
value
The value of the event.
Optional
5, or 0.99
currencyCode
The currency code associated with the value of the event in ISO-4217 format. Only applicable for Off Amazon Purchases event type. If not provided, the currency code setting on the conversion definition will be used.
Optional
USD, EUR, GBP, etc.
unitsSold
The number of items purchased. Only applicable for Off Amazon Purchases event type. If not provided on the conversion event, a default of 1 will be applied.
Optional
—
countryCode
This value is based on ISO 3166-1 alpha-2, two-letter country codes defined in ISO 3166-1, part of the ISO 3166 standard published by the International Organization for Standardization (ISO), to represent countries, dependent territories, and special areas of geographical interest.
Yes
—
dataProcessingOptions
Indicates user consent for advertising data usage.
Optional
LIMITED_DATA_USE
  • Select Keep Changes to save the rule.

The event parameters configuration interface with the Keep Changes button highlighted.

Additional event parameters configuration interface with the Keep Changes button highlighted.

Event deduplication

Deduplication is essential to ensure accurate reporting and prevent inflated conversion counts when using both the Amazon Advertising Tag (AAT) and the Amazon Conversions API extension to track the same events.

When is deduplication required?

  • Required: If the same event is being sent from both the client (AAT) and the server (Conversions API).
  • Not required: If distinct event types are being sent from the client and server without any overlap.

How to enable deduplication

To enable deduplication, include the clientDedupeId field in every shared event. This unique identifier allows Amazon to distinguish between client-side and server-side events and prevent duplicate entries.

By properly configuring deduplication, you can ensure that your optimization data remains accurate and that your reporting is not negatively impacted.

For more details, refer to the Amazon Event Deduplication Guide.

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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