Sell on Amazon Sign in
This article applies to selling in: United Kingdom

Create a source tag

A source tag is a URL parameter that you can add to any Store page URL when you are 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 that the tag is in the URL, and we attribute the visit and any resulting metrics to that tag. We then categorize this information for you by tag name in Stores insights, giving you greater granularity of metrics by source.

You can create a tag manually or using the recommended tag creation tool available in Stores Insights.

To create a tag using our tag creation tool:

  1. Go to Stores.
  2. Click View Insights of the Store that you want to tag.
  3. Click Create source tag available on the top right of the dashboard.
  4. Select the destination Store page from the drop-down.
  5. Enter your tag name.
  6. Copy the page link with your added tag.
  7. Use the link you created with the relevant ad or marketing campaign.
To create a tag manually:
  1. Copy the Store URL that you would like to use, and paste it into a location where you can edit it. A Store can be navigated using more than one type of URL, but only the following URLs are supported with tags:
    1. A vanity URL, e.g.,<your store name>
    2. A URL that starts with
    3. A URL that starts with<your store name>
    Note: If the Store URL that you copied has an existing “?”, delete anything after the “?”.
  2. Define the name of the tag that you’d like to add:
    1. Use only numbers, letters, dashes, spaces, and underscores in your tag name. Do not use any other special characters.
    2. Limit the tag name length to 20 characters.
  3. Create the tag channel=tag-name. Example: if the tag name is SummerDresses, the tag will be ?channel=SummerDresses.
    Note: Use only the lower case “channel” for the parameter. Upper case, e.g., "Channel", is not supported.
  4. Add the tag to the end of the Store URL, without any spaces.
  5. If you’re using your Store as the landing page for a campaign that you’re creating with a third-party source, be sure to enter the tag in the format they request. For example, they might ask you to enter only part of the tag. Check the URL that they generate to make sure it matches the tagged URL provided by Stores insights. This helps to ensure that your URL is correctly tagged so you won’t miss out on the associated data. There is no limit to how many tags you can create, and tags do not expire. However, there is a limit as to when tagged sources are shown by individual tag in Stores insights: Only the top 100 tags by visitors for the time range viewed will be broken down in insights. 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.” Tags are not supported with Sponsored Brands campaigns.
Sign in to use the tool and get personalised help (desktop browser required). Sign in

Was this article helpful?
Thank you for your feedback
How can we improve this help page? Note: This form doesn’t create a support case. Please specify what you think is wrong with the content itself.
What was helpful?
Thank you again for your help!
Thank you for your feedback. If you have more questions, please Contact Us.

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2020,, Inc. or its affiliates