Tagged sources

A source tag is a URL parameter, ?channel=tag-name, that you can add to any store page URL when using it as the landing page for your advertising and marketing activities. When a customer visits your store using a URL that contains the tag, we automatically detect the tag is in the URL and attribute the visit and any resulting metrics to that tag. This information is then categorized for you by tag name in Stores insights, giving you greater granularity of metrics by source.

For example, if you want to drive traffic to your store using a holiday email campaign, you may want to track it as a traffic source in Stores insights. You can add a tag to the store page URL you placed in the email, and see all metrics driven from it in Stores insights. Similarly, you can use tags to track metrics generated by traffic you drive from ads, social media, blog posts and your own website.


There is no limit to how many tags you can create, and tags do not expire. As long as Stores insights identifies a tag in the URL used by the visitor, metrics will be collected towards the tag. However, there is a limit as to when tagged sources are shown by individual tag in Stores insights:

  1. Only the top 100 tags by visitors for the time range viewed will be broken down in insights.
  2. Only tags that meet a minimal number of visits in the time range viewed will be broken down in Insights.

Data collected from tags that do not meet the above criteria will be aggregated under “Other tags”.

Creating a tag

To make sure you add tags correctly, we recommend using the tag creation tool available in Stores insights. Navigate to Stores insights and click “create source tag” to create your tags.

If you would like to create the tag without having to navigate to Stores insights, here are best practices on how to do so successfully:

  1. Copy the store URL you would like to use and paste it in a location you can edit it. A store can have more than one type of URL that can be used to navigate to it, but only the following URLs are supported with tags:
  2. A vanity URL, e.g. https://www.amazon.com/<your store name>
  3. A URL that starts with https://www.amazon.com/stores/page
  4. A URL that starts with https://www.amazon.com/stores/<your store name>
  5. If the store URL you copied has an existing “?”, anything from the “?” onwords should be deleted. For example, if the page URL is https://www.amazon.com/stores/page/C11111-1111-1111-B111-222222D?ingress=2&visitID=11232342 anything highlighted red should be deleted. The URL to add the tag will be https://www.amazon.com/stores/page/C11111-1111-1111-B111-222222D
  6. Define the name of the tag you’d like to add.
  7. Use only numbers, letters, dashes, spaces and underscores in your tag name. Do not use any other special characters.
  8. Limit the tag name to 20 characters.
  9. Create the tag channel=tag-name. If the tag name is SummerDresses, the tag will be ?channel=SummerDresses
  10. Use only lower case “channel” for the parameter. Upper case, e.g. "Channel", is not supported.
  11. Add the tag to the end of the store URL without any spaces. In our example the tag “SummerDresses” would be added as follows: https://www.amazon.com/stores/page/C11111-1111-1111-B111-222222D?channel=SummerDresses
  12. Use the final URL as the click destination for the relevant advertising or marketing campaign. If you’re creating a campaign with a third-party source, be sure to enter the source tag in the way they request. For example, they might ask you to enter ?channel=SummerDresses (including “?”) or channel=SummerDresses (excluding “?”). Check the URL they generate to ensure it’s in the following format: https://www.amazon.com/stores/page/C11111-1111-1111-B111-222222D?channel=SummerDresses