# Amazon Conversions API (Actions) Destination

> \[!IMPORTANT]
>
> This feature is in active development and might change before general availability.

The Amazon Conversions API (Actions) destination is a server-to-server integration with the Amazon Events API. Use it to send real-time or offline conversion event data from Segment to Amazon without setting up an Amazon Ad Tag (AAT).

This integration helps you measure the effectiveness of your Amazon campaigns wherever the conversion happens. By sending events through the Events API, you gain more complete attribution and improved data reliability, which can inform campaign optimization.

## Benefits of Amazon Conversions API (Actions)

The destination provides:

* **Simplified setup** – Data mapping occurs during configuration, so most settings are unnecessary
* **Clearer data mapping** – Define how Segment maps data from your source to the Amazon Conversions API
* **Prebuilt event mappings** – Standard events such as `Add to Shopping Cart` and `Checkout` include recommended parameters
* **Multiple event types** – Supports purchases, sign-ups, leads, and other conversion events
* **Multi-platform support** – Send events from websites, Android apps, iOS apps, Fire TV, or offline sources
* **Comprehensive user matching** – Match users by email, phone, name, address, or mobile advertising IDs
* **Data normalization** – Segment normalizes and hashes data before sending it to Amazon
* **Custom attributes** – Add event-specific attributes for additional context
* **Consent management** – Built-in support for Amazon consent options, TCF, and GPP

## Getting started

Before you connect to the Amazon Conversions API destination, you need an [Amazon Advertising account](https://advertising.amazon.com/API/docs/en-us/guides/onboarding/overview) and an Advertiser ID.

To connect the destination:

1. In the Segment web app, go to **Connections > Catalog**.
2. Search for **Amazon Conversions API** and select the destination.
3. Click **Add destination**.
4. Select the source that will send data to the destination and follow the prompts to name it.
5. On the **Basic Settings** page, enter:
   * A destination name
   * **Region** – Choose North America (NA), Europe (EU), or Far East (FE) based on your Amazon Advertising account
   * **Amazon Advertiser ID** – Your Amazon Advertising Account ID
6. Authenticate with **OAuth** when prompted.
7. Open the **Mappings** tab. Prebuilt mappings such as `Checkout`, `Search`, and `Add to Shopping Cart` already include predefined parameters.
8. To create a new mapping:
   * Click **New Mapping** and select **Track Conversion**.
   * Configure and enable the mapping.
9. Follow the steps in [Customizing mappings](/docs/segment/connections/destinations/actions#customize-mappings).
10. Turn on **Enable Destination**, then click **Save Changes**.

> \[!NOTE]
>
> Segment sends all mappings as `website` conversions by default. To send events from mobile apps, Fire TV, or offline sources, set **Event Action Source** in each mapping to `android`, `ios`, `fire_tv`, or `offline`.

## Supported event types

Amazon Conversions API supports these standard event types:

| Event type                | Description                                           |
| ------------------------- | ----------------------------------------------------- |
| ADD\_TO\_SHOPPING\_CART   | A user adds an item to the shopping cart              |
| APPLICATION               | A user submits an application                         |
| CHECKOUT                  | A user starts the checkout process                    |
| CONTACT                   | A user submits contact information                    |
| LEAD                      | A user performs an action that initiates a sales lead |
| OFF\_AMAZON\_PURCHASES    | A user completes a purchase                           |
| MOBILE\_APP\_FIRST\_START | A user opens a mobile app for the first time          |
| PAGE\_VIEW                | A user views a page                                   |
| SEARCH                    | A user performs a search                              |
| SIGN\_UP                  | A user creates an account                             |
| SUBSCRIBE                 | A user subscribes to a service                        |
| OTHER                     | A custom event that does not fit a standard type      |

## Match keys for user identification

Amazon requires at least one match key to identify the user associated with each conversion event.

| Match key  | Description                                                                                                                                                  |
| ---------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| email      | User email address (hashed)                                                                                                                                  |
| phone      | User phone number (hashed)                                                                                                                                   |
| firstName  | User first name (hashed)                                                                                                                                     |
| lastName   | User last name (hashed)                                                                                                                                      |
| address    | Street address (hashed)                                                                                                                                      |
| city       | City (hashed)                                                                                                                                                |
| state      | State or region (hashed)                                                                                                                                     |
| postalCode | Postal code (hashed)                                                                                                                                         |
| maid       | Mobile advertising ID (ADID, IDFA, or FIREADID)                                                                                                              |
| rampId     | RAMP ID for attribution to traffic events                                                                                                                    |
| matchId    | An anonymous identifier from the advertiser’s system (for example, loyalty ID or order reference) that enables cross-channel attribution without sharing PII |

Segment maps these fields automatically when the corresponding identity traits are available.

## Consent management

For EU advertisers and users, Amazon requires consent information with each event. The Amazon Conversions API supports several consent mechanisms.

### Geographic consent (IP address)

Include the user's IP address. Segment maps `context.ip` automatically when it is present.

### Amazon consent format

| Consent field | Description                                            | Values          |
| ------------- | ------------------------------------------------------ | --------------- |
| amznAdStorage | Indicates consent for cookie-based tracking            | GRANTED, DENIED |
| amznUserData  | Indicates consent to use personal data for advertising | GRANTED, DENIED |

### Industry-standard consent

For more comprehensive consent management:

| Consent field | Description                                             |
| ------------- | ------------------------------------------------------- |
| tcf           | Transparency and Consent Framework (TCF) encoded string |
| gpp           | Global Privacy Platform (GPP) encoded string            |

## Data processing options

The Amazon Conversions API supports data processing options to control how events are processed:

| Option             | Description                                                                                        |
| ------------------ | -------------------------------------------------------------------------------------------------- |
| LIMITED\_DATA\_USE | The event is processed with limited-data-use restrictions and is not used for advertising purposes |

## Custom attributes

You can add custom attributes to provide additional context:

* **Name** – Only letters, numbers, and underscores
* **Data type** – `STRING`, `NUMBER`, or `BOOLEAN`
* **Value** – The attribute value up to 256 characters.

## FAQs

#### How does deduplication work?

Amazon Conversions API uses `clientDedupeId` to prevent duplicate events. Segment maps `messageId` to this field by default. If multiple events share the same `clientDedupeId`, Amazon processes only the most recent event.

#### What regions are supported?

Amazon Conversions API supports three regions:

* North America (NA)
* Europe (EU)
* Far East (FE)

Choose the region that matches your Amazon Advertising account.

#### What are the requirements for OFF\_AMAZON\_PURCHASES events?

These optional fields are available:

* `currencyCode` – Currency in [ISO-4217](https://en.wikipedia.org/wiki/ISO_4217) format (for example, USD, EUR)
* `unitsSold` – Number of items purchased (defaults to `1` if omitted)

#### How are PII fields handled?

Segment hashes personally identifiable fields such as email, phone, name, and address before sending them to Amazon.

#### How can I verify events in Amazon?

After events are sent, they appear in the Amazon Advertising dashboard under **Conversion Tracking reports**. Processing and attribution can take some time.

#### Which advertising accounts can access Amazon Conversions API through Segment?

| Account type          | Supported     | Notes                                                                    |
| --------------------- | ------------- | ------------------------------------------------------------------------ |
| Self-Service (SS)     | Yes           | —                                                                        |
| Managed Service (MS)  | No            | —                                                                        |
| Manager Accounts (MA) | Not currently | Twilio is monitoring demand and may add this feature in a future release |

#### I am an advertiser on Amazon Demand-Side Platform. My agency cannot provide full entity access. How do I access a specific advertiser account?

1. Ask your agency to grant **View and Edit** permissions for the **Events Manager** on the advertiser account. See the [Amazon help article](https://advertising.amazon.com/help/G3ZZ6ZXQWG34DPPM).
2. Use the Amazon Conversions API (CAPI) to send data to that advertiser account.

#### What is a dataset, and how does Amazon use the dataset name?

Amazon Ads organizes uploaded data into datasets, which act like tables with attributes (columns), records (rows), and metadata such as the dataset name. See [Datasets and data upload methods](https://advertising.amazon.com/API/docs/en-us/adm/3_adm-data-upload-overview) for more details.

Guidelines for datasets:

* Dataset names are immutable. You can (optionally) specify a dataset name when you connect the destination or create a new mapping. After that, we recommened that you do not change the dataset name for that connection.
* Changing a dataset name creates a new conversion definition; previously sent events are not associated with the new definition.
* If you already integrated with Amazon Ads through CAPI, a default dataset name exists.
* When you connect Segment to Amazon for the first time, we recommend that you specify a dataset name to keep conversion definitions organized.
* If you omit a dataset name, Amazon assigns events to the `Default_Events` dataset.