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Amazon Retail for Advertisers Certification Assessment Answers

Which of the following is not a beneﬁt of retail insights?

Understanding the impact of advertising across awareness, consideration, and sales metrics.
Understanding trends of key business levers, such as price and its impact on sales performance over time.
Understanding the delta between non-campaign performance and campaign performance.
Understanding shopping activity for your products before, during, and after your campaign to help identify the correlation to advertising.

Which of the following is not a beneﬁt of ARA Premium?

Detailing the percentage of purchases that are made as repeats versus first time customers. Enabling advertisers to see what other ASINs are commonly viewed alongside a specific product.
Comparing metrics before, during, and after a campaign against an indexed baseline of performance.
Providing visibility into the most commonly used shopping queries across Amazon.

Theo, an Amazon seller, is adding a product to his inventory list in Seller Central. He knows his product is eligible to sell because he has seen that product on Amazon in the past. Is Theo correct?

Yes, it is safe for Theo to assume the product is permitted.
Not necessarily. Theo should not assume that a product is permitted just because it once was.

Allido, Inc. sells products on Amazon that they store in their own warehouse. Amazon carriers collect the products from Allido's warehouse in order to ship them to customers. Which shipping method is this describing?

Seller fulfilled Prime
Merchant fulfilled network
Fulfilled by Amazon

Which best describes Merchant fulﬁlled network?

Amazon carriers collect products from the seller warehouse and ship the products to the customer.
Amazon takes care of the logistics for the seller directly from an Amazon fulfillment center.
Seller takes care of the logistics and ships the product to the customer.

Fabian is checking his client's product detail page for retail readiness. Which of the following issues should he ﬂag as needing improvement to be considered retail ready?

There are 5 items left in stock
Product is rated 4 out of 5 stars.
There are 15 customer reviews.
Enhanced content includes a video.

Shunsuke is an advertiser at a kitchen appliance company. He ran an awareness campaign to promote his brand's award winning toaster. A few months after the campaign ended, he noticed that the baseline performance was overall higher on glance views and conversion rate across many of his products. What is this likely to mean?

There is a reporting error.
Shunsuke's brand's presence had grown on Amazon as a result of the campaign from months prior.
Another advertiser must be promoting Shunsuke's brand.
Campaigns in the same category are driving awareness of Shunsuke's brand.

Retail insights can look back to compare insights from___________ in the past.

12 months
14 days
13 months
6 months

Meg is an advertiser at a consumer electronics company. She has run advertising campaigns on Amazon in the past, and after mixed results, wants to reconsider her approach. What should she ﬁrst do before crafting an advertising strategy?

Use timing insights to understand the time of day her audience is purchasing on Amazon.
Use Sponsored Products to reach existing in-market demand for her brand’s products.
Use overlap reports to understand the shared attributes of her audiences and other similar audiences on Amazon.
Use retail insights to understand baseline traffic and performance of her brand on Amazon.

Raphael is an advertiser at a regional apparel retailer. A strategic initiative is to expand their brick-and-mortar presence to new locations next year. Which part of ARA Premium would be most useful for him to review?

Geographic sales metrics
Market basket analysis
Retail insights
Traffic diagnostics

Which best deﬁnes a parent ASIN?

An ASIN under which all products within a category are grouped.
An ASIN under which all of a seller/vendor's ASINs are grouped.
An ASIN under which multiple variations of the product are grouped.
The first ASIN created in a category.

Jeremy needs to conﬁrm whether his client, a seller named Comps Now, is presenting the Featured Offer for a speciﬁc product. Where should Jeremy look?

Store
Amazon homepage
seller landing page
product detail page

Noelle is an advertiser at a hair care brand, and is looking to drive more sales of her brand's shampoo line. She wants to better understand the cadence for replenishment of her shampoo so that she can better create advertising to reengage shoppers when they may be looking to buy again. What should Noelle look at in ARA Premium?

Item comparison
Market basket analysis
Repeat purchase
Traffic diagnostics

Which of the following is included on a product detail page?

Select All Correct Responses

Featured Offer
Images
Order history
Stores

What factors should be considered by a seller when selecting a selling plan in Seller Central?

Select All Correct Responses

If they have budget for a monthly subscription fee.
How many items they will sell each month.
How many categories they plan to list products in.
Whether they want to pay selling fees.

EpiCamera has 5 compatible, related products that they'd like to group together for customer convenience. Which of the following describes this?

Virtual bundle
Parent ASIN
Variations
ASIN bundle

Kendrick prefers to manage storage, logistics, and shipping for products he sells on Amazon. Which shipping method is he using?

Merchant fulfilled network
Fulfilled by Amazon
Seller fulfilled Prime

True or false? Advertising agency employees can create Seller Central accounts on behalf of their clients.

False
True

Pratiksha is an advertiser that recently received budget approval to run a campaign on Amazon. Before investing, Pratiksha wants to understand the current drivers of performance to determine where there is the greatest opportunity. Which part of ARA Premium would be most useful for her to review?

Geographic sales metrics
Traffic diagnostics
Retail insights
Sales diagnostics

Nina is setting up an advertising campaign for her vendor client. What access and permission will she need to manage their product detail pages?

Seller Central, Inventory
Seller Central, Contributor
Vendor Central, Contributor
Seller Central, Advertising

Aquloo needs to add more products to their catalog in Seller Central. Which component in the navigation bar will they access?

Reports
Orders
Advertising
Inventory

What is the guiding principle behind all Amazon retail programs?

Start with the advertiser and work backwards.
Start with the product and work backwards.
Start with the customer and work backwards.
Start with the company and work backwards.

Grant owns the brand behind the products he sells on Amazon. Is Grant a vendor or seller?

Not enough information
Seller
Vendor

What section of Vendor Central allows users to access Amazon Vine?

Quick links
Advertising
Payments
Merchandising

Which type of selling partner must be invited to sell on Amazon?

Vendor
Not enough information
Seller

Which of the following is true regarding product variations?

Select All Correct Responses

Including variations for a product may increase traffic and conversion rates.
Reviews and product questions are separated out by each variation.
Images for product variations are unnecessary.
Product reviews for each variation are brought into one product detail page.

True or false? Once a vendor sells their products to Amazon, they no longer need to access Vendor Central.

True
False

What is the name of the portal that Amazon sellers use to create listings, manage orders, and correspond with buyers?

Seller Central
Vendor Central
Seller Console
Advertising console

Alecia is selling her products on Amazon, using her own resources to fulﬁll orders. Which of the following best describes Alecia?

A vendor leveraging Amazon retail
A seller leveraging Fulfillment by Amazon
A vendor leveraging Fulfillment by Amazon
A seller leveraging Merchant Fulfilled Network

Kya is editing the customizable section of her product detail page to include charts, video, and narrative comments. What is this section referred to as?

A+enhanced marketing content/Enhanced brand content
product description
manufacturer content
enhanced customized content

What is the primary difference between Fulﬁllment by Amazon (FBA) and Merchant Fulﬁlled Network (MFN)?

Using FBA, the seller sends inventory to Amazon fulfillment centers, where its packed and shipped to customers.
Using FBA, the seller is in complete control of the handling and shipping process.
Using MFN, inventory is stored at Amazon facilities.
Using MFN, the seller leverages Amazon facilities, expertise, and customer service.

Which of the following is NOT included in the retail readiness checklist?

Description
Delivery method
Inventory
Customer reviews

Which of the following examples best articulates the use of an alternative purchase report?

A bedding company used the alternative purchase report to see the effectiveness of their localized ad campaign.
A computer hardware manufacturer used the alternative purchase report to learn that shoppers would often buy their main keyboard product, but would not as frequently purchase the complementary mouse product.
A home manufacturer used the alternative purchase report to learn shoppers preferred higher end refurbished models, which this brand did not sell.
An importer of teas uses the alternative purchase report to learn that loyal shoppers purchased their green tea roughly every two months.

John is proposing an advertising campaign that leverages multiple Amazon retail programs. Which of the following are programs he may choose to include?

Select All Correct Responses

Amazon Music
Amazon Business
Prime Video
Prime Now

In Vendor Central, where should a user navigate to in order to access the advertising console?

Payments
Advertising
Reports
Merchandising

Match the retail program with its description.

Amazon Business
Amazon retail site
Prime Now

offers two-hour delivery from a local courier
Amazon's primary shopping site
provides business-only selection and free two-day shipping

Which of the following allows vendors to run sponsored ads that appear on Amazon product detail pages and within shopping results?

A+ enhanced marketing content
Merchandising
Advertising

Moriah is a Seller Central user utilizing Amazon's fulﬁllment centers to pack and ship their products to customers. Which best describes Moriah?

Amazon seller using Merchant Fulfilled Network
Amazon vendor following a retail model
Amazon seller using Fulfillment by Amazon

Where in Vendor Central can a user ﬁnd recommendations to improve their business and increase sales?

Business advisor
Merchandising
Reporting bar
News

Maria needs access to her client's Seller Central account in order to manage their sponsored ads campaigns. For which section will she need permissions?

Inventory
Reports
Advertising
Store

Which of the following best describes conversion share?

Percentage of all clicks that an ASIN received relative to a particular shopping query.
The share of conversion an advertiser receives from one ASIN relative to views of the product detail page.
Percentage of all conversions an ASIN received relative to a particular shopping query.
The share of conversions an advertiser receives from one ASIN relative to another of their own ASINs.

Darnell wants to ensure his client, a Vendor Central user, is presenting the Featured Offer ("Buy Box") for a particular product. What suggestion(s) should he provide?

Select All Correct Responses

Update keywords to improve discoverability,
Leverage bulk buys to improve operational efficiency.
Create variations for the product.
Accept recommendations offered through the business advisor tool.

What should a Vendor Central user update to enable customers to discover their products using the search bar?

ASIN
Keyword
Product title
Bullet point

What is the minimum star rating a product should have to be considered retail ready?

3.5 stars
3 stars
4 stars
4.5 stars

True or false? The product detail page should NOT include "what's in the box" shots as it may lead to confusion for shoppers.

True
False

Examine the product detail page below. Which of the following elements is not retail ready?

Title
Reviews
Images
Rating

True or false? A minimum of 4 product images is suggested for a product to be retail ready.

True
False

Maria works at an advertising agency that represents a Vendor Central user. Which tool can she access to view the client's inventory data and catalog quality?

Advertising console
Amazon Retail Analytics (ARA Basics)
Business advisor
A+ Content Manager

Canent Global is interested in selling products on Amazon. What is the ﬁrst thing they should conﬁrm?

Which selling plan they should use.
Whether they will leverage Fulfillment by Amazon.
Whether their products are eligible to be sold on Amazon.
Which advertising strategy they will follow.

True or false? The metrics in retail insights are ad attributed.

False
True

Zoope, an Amazon seller, launched a new product last week that has 7 reviews. What is the suggested method for them to improve the retail readiness for this product?

Leverage the Early Reviewer Program to help increase the number of reviews.
Wait until the product receives more reviews.
Change shipping methods to increase positive reviews.
Decrease the price to increase the number of sales, increasing reviews.

Eduardo is an advertiser at a major consumer packaged goods company. He is looking to run a cross-promotional campaign to promote products that are frequently purchased together. Which part of ARA Premium would be most useful for him to review to best understand these trends for his brand?

Retail insights
Geographic sales metrics
Traffic diagnostics
Market basket analysis

What does it mean for a product to be considered retail ready?

The product is sold by Amazon.
The product has been sold at least once.
The product is available in more than one country.
The product detail page includes all the necessary information for a customer to make a purchase.

Electronick is a wholesaler that works directly with an Amazon representative. EverRight owns their brand and inventory. What is EverRight's role in this scenario?

Seller
Not enough information
Vendor

True or false? Only businesses can shop on Amazon Business.

True
False

True or false? A Vendor Central user can update a product image and see it live immediately.

False
True

How many ASINs can you review in a peer set with ARA Premium?

one
zero
two
three

Which of the following action(s) can a Vendor Central user take to manage products?

Select All Correct Responses

Manage images
Ship products
Update availability
Create variations

Which of the following is NOT an Amazon retail program?

Amazon Garage
Prime Now
Amazon retail site/app
Amazon Business

What is Amazon's version of a SKU (stock keeping unit) that is used to identify unique products on Amazon?

AZIN
ASIN
ASKU
ASON

Bianka sees that her client has not been selected to present the Featured Offer ("Buy Box") on their product. What suggestion(s) should she give to her client?

Select All Correct Responses

Increase the price of the product
Ensure pricing is affordable
Ensure the product is in stock Stop selling the product

Athletica Shoes sells their inventory directly to Amazon, whereas Shoez owns their inventory and uses Amazon to list products for sale. Which company is an Amazon vendor?

Not enough information
Athletica Shoes
Shoez

What is the minimum number of customer reviews a product should have to be considered retail ready?

18 reviews
15 reviews
10 reviews
25 reviews

How could a Seller Central user beneﬁt from the information found under the Performance section of the navigation bar?

Sellers can view reports such as payments and tax reports.
Sellers can see how their advertising campaigns are performing.
Sellers can view their ratings based on inputs such as customer feedback and claims.

East Appliances has chosen to leverage Fulﬁlled by Amazon for shipping. Which statement best explains their choice?

East Appliances prefers to have Amazon store their products and manage shipping logistics direct from a fulfillment center.
East Appliances wants their products be visible to shoppers when they select the Prime filter during their search process.
East Appliances stores products in their own warehouse, but they do not want to manage shipping logistics.
East Appliances stores products in their own warehouse and prefers to control how the product is packaged and shipped.

True or false? Vendors will use Fulﬁllment by Amazon (FBA) or Merchant Fulﬁlled Network (MFN) to ship products to customers.

True
False

True or false? A selling partner must be invited to become a Vendor Central user.

False
True

Which metric highlights how frequently an advertiser's products show up in organic widgets such as recommendations or "frequently bought together with"?

Conversion rate
Earned media impressions
Search impressions
Glance views

ARA Premium can report on which geographic sales data?

Select All Correct Responses

Time Zone
Province
Zip Code
State

Chantell, a seller on Amazon, wants her products to be visible when shoppers select the Prime ﬁlter during their search process. Which shipping option should she use?

Merchant fulfilled network
Fulfilled by Amazon
Seller fulfilled Prime

GamezCo is presenting the Featured Offer ("Buy Box") on a gaming console they sell. Which of the following is true?

Select All Correct Responses

GamezCo paid a fee to present the Featured Offer ("Buy Box").
GamezCo is the only seller for this product.
GamezCo receives credit for sales.
When a customer clicks "Buy Now," they will be purchasing from GamezCo.

What section of Vendor Central allows users to manage A+ Content?

Settings
Items
Merchandising
Advertising

Which of the following is an optimal main image?

True or false? Agency professionals must contact Amazon to request access to their client's Seller Central account.

False
True

Koepp has noticed a number of negative reviews and low ratings for one of their products. It turns out that some customers feel that the product isn't functioning as expected after 6+months of use. What would be the best approach for Koepp to improve the product's retail readiness?

Koepp can improve the product images and description to more accurately reflect the product.
Koepp can add variations of the product.
Koepp can act on the feedback by making product improvements that address the issue.
Koepp can help boost the number of reviews using the Amazon Vine program.

True or false? Optimizing the enhanced content section can improve organic SEO.

False
True

Lamar recently launched a Sponsored Products campaign to boost sales of a new product, but the only ASIN in the campaign has gone out of stock. What will occur?

The campaign will continue to run.
The campaign will end.
The campaign will pause until inventory is replenished.
Lamar will be notified, but the campaign will continue to run.

Bonus: 5 Additional Amazon Assessment Files.

In addition to this certiﬁcation exam answer ﬁle, below you’ll ﬁnd 5 Amazon assessments. Earn your achievements easily.

Annex 1 - Sponsored ads for KDP authors assessment answers

Annex 2 - Measure campaigns with Amazon Attribution (vendor) assessment answers Annex 3 - Measure campaigns with Amazon Attribution (seller) assessment answers Annex 4 - Launch your ﬁrst campaign in the Amazon DSP assessment answers Annex 5 - Leverage Stores for brand awareness assessment answers

Annex 1 - Sponsored ads for KDP authors assessment answers

Campaign eﬃciency is measured by ___. Select all that apply.

Select All Correct Responses

ACOS KENP
Impressions
CTR

Sponsored products are generally used for which objective?

To reach customers with high purchase intent
To reengage previous customers
To increase brand awareness
To drive customer loyalty

A KDP author wants to advertise a newly released series with a Sponsored Brands campaign. They target the ASINs of their well-known best selling titles. Which targeting method are they using?

Targeting by category
Targeting by keyword
All of these
Targeting by individual product

Brand or author awareness is measured by ___.

ACOS
Impressions
CTR KENP

Ramona wants to promote her best selling graphic novel with creative that showcases just that title. Which sponsored ad could help her ensure she is appearing in shopping results and related product detail pages in order to drive sales?

Sponsored
Products
Sponsored
Brands

If a KDP author has a goal to maximize brand awareness, which of the following is the recommendation for selecting ASINs?

Add only best selling ASINs
None of these
Add more strong ASINs
Add 5 ASINs per campaign

Muriel wants to ﬁnd new keywords to add to her existing campaigns advertising her crime novels. Which downloadable report should they use to inform their direction?

search term report advertised product report targeting report
performance over time report placement report

Dean wants to highlight the three titles in his fantasy trilogy. Which sponsored ad could he use to achieve this?

Sponsored
Products
Sponsored
Brands

Which two variables are used by the auction to determine which ad will display?

ad spend, relevancy
cost-per-click bid, relevancy
pixels, cost-per-click bid ad type, budget

Georgeanne is optimizing her children's books campaign and wants to increase brand awareness. Which of the following is the best strategy to achieve this goal?

decrease bids on low performing keywords
add new keywords
add negative keywords
remove underperforming keywords

Omar writes science ﬁction novels. He notices he has been paying for clicks when customers search for "science textbooks." Which keyword match type should Omar use to ensure ads are not served to customers searching for science textbooks?

broad match phrase match exact match

negative phrase match

Janice has set up a sponsored ad for her new series of cookbooks. She has selected the keyword "computer" for this ad. Which principle explains why her ad may not display?

cost-per-click relevancy engagement ad spend

Which targeting method is better suited to help authors stay on top of search trends and discover new keywords that are generating clicks and sales?

Automatic targeting
Manual targeting

Santiago is running a Sponsored Products campaign with a daily budget of $20. On Tuesday, the campaign spent $20. Based on this, which of the following would be a true statement?

the campaign automatically continued running on Tuesday
the campaign paused until Santiago increased the budget on Wednesday the campaign automatically ended on Tuesday
the campaign paused until automatically resuming on Wednesday

Juan’s advertising goal is sales eﬃciency. What optimizations should he make to his campaign? Select all that apply.

Select All Correct Responses

Increase bids on keywords with high ACOS
Decrease bids on keywords with low KENP reads or royalties Decrease bids on keywords with high ACOS
Increase bids on keywords with high impressions

Spencer analyzed performance for his Sponsored Products campaign for mystery thriller books and realized that they are running out of budget every day. If he cannot increase his budget, what alternative action(s) would be appropriate? (select all that apply)

Select All Correct Responses

Increase bids on under performing keywords
Pause the campaign since it can't run through the day Decrease bids on under performing keywords Remove low performing keywords

Wesley has been advertising his graphic design books on Amazon for over a year. He notices the campaign performance has been slightly declining, and he wants to know which keywords aren't performing well. Which downloadable report should he use?

performance over time report
targeting report placement report advertised product report search term report

Annex 2 - Measure campaigns with Amazon Attribution (vendor) assessment answers

Which sentence best describes what Amazon Attribution enables advertiser to accomplish?

Amazon Attribution enables advertisers to understand how their non-Amazon Advertising media impacts customer engagement with their brand on Amazon.
Amazon Attribution allows for advertisers to upload media from other sources to Amazon properties.
Amazon Attribution allows for performance measurement of ads on Amazon properties.
Amazon Attribution enables advertisers to understand how their Amazon advertising media performs on non-Amazon properties.

Amazon Attribution allows advertises to measure their non-Amazon media and report on Amazon conversion metrics, including sales.

False
True

Amazon Attribution allows advertisers to measure their search, social, display, video, and email non-Amazon media channels.

False
True

What are beneﬁts of observing which Amazon audiences are reached by your non-Amazon ads? Select all that apply.

Select All Correct Responses

Test and learn; discover new audiences to reach.
Validate assumptions about your targeted audiences. Confirm you are reaching your intended audiences.
Create retargeting audiences within Amazon Attribution
Identify Amazon audiences to target within Amazon DSP.

Which sentence below best describes how ads are measured using Amazon Attribution?

Attribution tags are created by users in the Amazon Attribution console and placed in the advertiser’s ad server; Amazon Attribution reporting is made available within the advertiser’s ad server.
Attribution tags are created within the self-service Amazon Attribution console; tags are placed on ads, and Amazon conversions are reported within the Amazon Attribution console and exportable Excel reports.
You cannot use attribution tags to measure performance in Amazon Attribution. Ads are measured by a 3rd party and imported into the Amazon Attribution console.

Which of the below are ways advertisers can measure their non-Amazon ads with Amazon Attribution? Select all that apply.

Select All Correct Responses

By uploading my advertiser site data to Amazon Attribution.
By manually creating attribution tags, one by one. To do so, advertisers can create an order, select products to measure, then create and line items to track different campaigns or strategies.
By using bulk operations to create tags for Google Ads campaigns. To do so, advertisers upload their campaign information into Amazon Attribution, then upload their tag sheet into their campaign manager.
By using Pixel Applier to save time tagging on my Google Campaign Manager (GCM) display or video campaigns. To do so, advertisers first download the Pixel Applier browser extension and then sync their GCM campaign with the click of a button.

Choose the best answer that describes promoted conversion metrics.

Detail page views of all products Impressions from your ad campaign
Amazon Attribution metrics that correspond only to the specific products associated to an Order and its attribution tags.
Add to cart rates of select products

When measuring campaigns using Amazon Attribution, what is the next step after creating an order?

Copying your attribution tag to append on your ad as the click-through URL.
Creating line items, which generates attribution tags that are placed on ads. Naming your order.
Generating a report to validate that you are measuring all your ad’s clicks correctly.

ASINs, or products, within the Amazon Attribution console are selected at the order level.

False
True

Attribution tags are generated when you create line items.

True
False

Attribution contention occurs at the order level; attribution tags within the same order compete with each other for attribution.

False
True

Attribution contention occurs at the product, or ASIN, level; if you select the same products in multiple orders, your attribution tags with the same promoted products will be eligible with each other for attribution.

False
True

Which type of Amazon Attribution report would you use to view your keyword level Google Ads performance?

Keyword creative report Summary report
Performance report
Order summary report

Attribution tags should be placed on both Amazon and non-Amazon ads.

True
False

Which sentence best describes the insights gained from reviewing the total detail page view rate (DPVR) metric?

A percentage chance of a shopper purchasing the product when they click on your ad. An understanding of initial awareness for your product from your advertising campaign.
Understand how many add to carts, on average, shoppers make after viewing or clicking on your ads.
Understand how many product page views, on average, customers shoppers visit after viewing or clicking on your ads.

Sri is an advertiser interested in improving her media’s performance by generating more Add to carts with her non-Amazon Advertising media. Which recommendation would you make for her?

None of these.
Focus on your ads that help drive the least expensive cost per ATC, and invest less in ads that help drive the highest cost per ATC.
Focus on your ads that help drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.
Focus on your ads that help drive the lowest ATCR, but drive higher DPVR

Marta is an advertiser running campaigns focused on improving consideration metrics of their promoted and brand halo products. Which metrics would be most useful to measure consideration from her campaign?

Click-through rate
Detail page views, Detail Page view rate, Add to carts, Add to cart rate Total DPVs, Total DPVR, Total Add to carts, Total ATCR
Impressions

How can advertisers calculate return on ad spend and other cost based metrics?

It is not possible to calculate Return on ad spend and other cost based metrics.
Return on ad spend and other cost based metrics are available within your Amazon Attribution console.
Calculate cost efficiency metrics, such as Return on ad spend, Cost per purchase, and Cost per DPV, by exporting your Amazon Attribution reporting and adding in your media cost offline.
Register for Amazon Attribution cost reports.

Annex 3 - Measure campaigns with Amazon Attribution (seller) assessment answers

Which sentence best describes what Amazon Attribution enables advertiser to accomplish?

Amazon Attribution enables advertisers to understand how their Amazon advertising media performs on non-Amazon properties.
Amazon Attribution enables advertisers to understand how their non-Amazon Advertising media impacts customer engagement with their brand on Amazon.
Amazon Attribution allows for performance measurement of ads on Amazon properties.
Amazon Attribution allows for advertisers to upload media from other sources to Amazon properties.

Choose the best description for promoted conversion metrics.

Add to cart rates of select products. Impressions from your ad campaign.
Amazon Attribution metrics that correspond only to the specific ASINs associated to an Order and its attribution tags.
Detail page views of all products.

When measuring campaigns using Amazon Attribution, what is the next step after you create an order?

Generate a report to validate that you are measuring all your ad’s clicks correctly. Copy your attribution tag to append on your ad as the click-through URL.
Name your order.
Create line items, which generates attribution tags that are placed on ads.

ASINs within the Amazon Attribution console are promoted at the Order level.

True
False

Attribution tags are generated when you create line items.

False
True

Attribution contention occurs at the Order level, which means attribution tags within the same order compete with each other for attribution.

True
False

Attribution contention occurs at the ASIN level. This means if you promote the same ASINs across multiple orders your attribution tags with the same promoted ASINs will be eligible with each other for attribution.

True
False

Choose the correct answer. Which type of Amazon Attribution report would you use to view your keyword level Google Ads performance?

Order summary report
Performance report
Summary report
Keyword creative report

Attribution tags should be placed on both Amazon and non-Amazon Advertising ads.

True
False

Which of the following best describes the insights gained from reviewing the Total Detail Page View Rate (DPVR) metric?

Used for an understanding of initial awareness for your product from your advertising campaign. Provide a percentage chance of a shopper purchasing the product when they click on your ad.
Used to understand how many product page views, on average, customers shoppers visit after clicking on your ads that direct to Amazon.
Used to understand how many add to carts, on average, shoppers make after clicking on your ads that direct to Amazon.

Sri is an advertiser interested in improving her media’s performance by generating more "add to carts" with her non-Amazon Advertising media. Which recommendation would you make for her?

None of the above.
Focus on your ads that help drive the least expensive cost per ATC, and invest less in ads that help drive the highest cost per ATC.
Focus on your ads that he lp drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.
Focus on your ads that help drive the lowest ATCR, but drive higher DPVR.

Marta is an advertiser focused on improving consideration metrics of her promoted and brand halo ASINs. Which metrics would be most useful to measure consideration from her campaign?

Total DPVs, Total DPVR, Total Add to carts, Total ATCR
Detail page views, Detail Page view rate, Add to carts, Add to cart rate Impressions
Click-through rate

Annex 4 - Launch your ﬁrst campaign in the Amazon DSP assessment answers

Which is the correct hierarchy within the Amazon DSP?

Advertiser > Entity > Order > Line item Order > Line item > Entity > Advertiser Entity > Advertiser > Order > Line item Advertiser > Line item > Entity > Order

Once you create a new advertiser, you will need to notify your Amazon representative for approval.

True
False

You want to leverage the automated optimization feature for the majority of line items in an order, but you do have a speciﬁc need for spend on one line item. Which of the following is the best solution for you?

Turn off "automatically optimize line item budgets"
Turn on "automatically optimize line item budgets" and opt out that one line item
Turn on "automatically optimize line item budgets" and allow all line items to be automatically optimized

For which reason(s) might you add a new pixel to your order?

Track conversions and contribute them to the right audience Build audiences based on traffic to your website
Either / both of these
Neither of these

Which is Amazon's recommendation regarding a line item's supply sources?

Separate line items based on the supply source
Use all available supply sources for each line item

You want to use a targeting segment that includes (A) Age 25-24 and (B) Device tablet. Which targeting expression would you use?

Including any audiences (A or B)
Including all audiences (A and B)
Including a single audience (A)
Excluding all audiences (not A and not B)

Which of the following refers to the line item setting that increases delivery during the ﬁrst half of the campaign (up to 25%), then up to 5% during the second half?

Frontloaded pacing profile
Evenly pacing profile
Catch-up boost
Budget cap

Match each campaign goal with the appropriate optimization type.

Detail page view rate (DPVR)
Cost per aquisition
Return on ad spend (ROAS)
Click-through rate (CTR)

Purchase
Click
Pixel conversion
Detail page view (DPV)

Which of the following is a requirement for all Amazon DSP advertisements?

Select All Correct Responses

Creative must feature a picture of the advertised product
Advertisements must be visually distinct from page content
Advertisements must feature the Amazon logo
Advertisements must have a clear call-to-action

Place the steps of the creative approval process in the correct order, from start to ﬁnish.

The advertiser assigns a creative to a line item that has not
The creative approval process is
The creative scanner looks at the creative and the 3P vendors used in the context of the line items that it's associated
The creative is approved or

Annex 5 - Leverage Stores for brand awareness assessment answers

Which of the following are features of the Store builder?

Select All Correct Responses

Allows you to add text, images, and ASINs
Makes it easy for you to update on a regular basis
Provides an HTML editor for customization
Provides templates, widgets, and tiles

Stores do not require a minimum spend.

True
False

When setting up your Store, which tactic can encourage targeted exploration?

Use the “Add link” function on clickable content
Structure your pages to drill down from broader categories to more specific products
Employ hero ASINs, featuring unique ASINs or new products

What is the recommendation for using full-width images?