The short answer
Yes, you can send Facebook and Instagram ads straight to Amazon. The ad's destination is an Amazon product detail page or your brand's Amazon Store, and the link is an Amazon Attribution tag rather than a plain Amazon URL, so you can see what happened after the click.
Two things make this worth doing properly. Amazon Attribution is free and reports the clicks, detail page views, add to carts, purchases and product sales your Meta ads drive. And if you are an eligible brand owner selling in the US store, the same tagged traffic can earn the Brand Referral Bonus, a credit against your Amazon referral fees.
An untagged Amazon link sends the shopper but tells you nothing about what they bought, and it does not qualify for the Brand Referral Bonus.
Are Amazon and Facebook connected?
Not directly. Your Meta ad account and your Amazon seller or vendor account are separate systems: Meta Ads Manager reports the click, and Amazon records the sale. Neither sees the other's data on its own.
Amazon Attribution is the bridge. It is Amazon's measurement tool for marketing outside Amazon, covering search, social, display, video and email, and it reports what tagged traffic did once it reached the Amazon store. That is how you tie a Meta campaign to Amazon sales.
The Brand Referral Bonus
The Brand Referral Bonus pays brand owners for bringing shoppers to Amazon from outside it. Amazon describes it as a bonus averaging 10% of qualifying sales, which builds up as credits that offset the referral fees on future sales. The rate varies by category and sale price.
To qualify you need to sell in the US Amazon store, be on the Professional selling plan and be enrolled in Amazon Brand Registry. The traffic has to come from marketing outside Amazon, such as social media campaigns, and you generate the tags for it in Amazon Attribution. Amazon's own ads do not qualify. Credits appear after a waiting period of about two months, to allow for returns.
Amazon's own example: a $100 backpack carrying a 14% referral fee earns a 7% bonus, and that $7 credit later offsets the fee on another sale, lifting net proceeds on it from $86 to $93.
If you do not own a brand, the bonus is not open to you. Amazon points non brand owners to its Associates program, which pays commission on sales you help generate.
Because the bonus offsets fees, a Meta campaign sending traffic to Amazon can afford a slightly higher cost per sale than the same campaign judged on margin alone. Count only credits you have actually earned, not the 10% average.
Listing, Store or bridge page?
Send the ad to the product listing when one product is the offer. It is the shortest path to the Buy button, and the detail page already carries your reviews. This is where we start most single product campaigns.
Send it to your Amazon Store when the ad sells a range or a brand story. A Brand Store is free for Brand Registry sellers and vendors, has a short amazon.com URL, and reports sales, visits, page views and traffic sources in Store Insights. You can add a tag to the Store URL to see which outside campaigns sent the visits.
Use a bridge page on your own site when you need something Amazon cannot give you: an email capture, a discount explained in more depth, or a page where your Meta pixel can record a landing page visit for Meta to optimise against. It costs an extra click, so test it against a direct link rather than assuming it wins. Put the Attribution tag on the page's outbound Amazon link so the sale is still measured.
Whichever you choose, the page must match the ad. A shopper who clicks a single product ad and lands on a Store home page has to search again, and many will not.
How to measure the results
Read the Amazon Attribution report alongside Meta Ads Manager, not instead of it. Meta tells you the cost and the click; Attribution tells you the detail page views, add to carts and sales. Divide spend by attributed sales for a cost per sale, and compare it with your margin after Amazon fees.
The two systems will not match exactly. Meta counts clicks on its side, and Amazon only credits sales within its 14 day, last touch window, so expect gaps and judge the trend rather than a single day.
Then look at the whole account. Outside traffic can lift sales that Attribution does not tag, such as a shopper who sees the ad and searches for your brand on Amazon later. Watching total advertising cost of sales (TACoS) before and after a campaign shows that wider effect, and our guide on Amazon PPC cost covers what the on-Amazon side should cost alongside it. If you also run Google, our Amazon and Google Ads integration explains how to keep the two from claiming the same sale.
What Meta traffic will not do
It will not buy you organic rank. Amazon's own pages on Attribution and the Brand Referral Bonus describe measurement and fee credits, not search ranking, and neither says outside traffic improves where a product ranks. Treat any pitch that promises a ranking jump from Facebook ads with caution.
We run Meta to Amazon campaigns on the numbers Amazon does report: attributed sales, cost per sale, the bonus credit earned and the effect on TACoS. If those work, the campaign pays for itself whatever happens to rank. If you want help running the Amazon side, see our Amazon Ads management page.
