Amazon's new social attribution feature allows consumers to connect their Amazon and Instagram/Facebook accounts, enabling them to checkout directly on social media platforms. This integration facilitates a seamless checkout process and provides accurate attribution data for brands, showing the direct impact of social media efforts on Amazon sales.

The partnership between Amazon and Meta (and Snap) changes the checkout process by allowing the transaction to occur on the social media site itself. This bypasses privacy issues and provides brands with the 'holy grail' of attribution—detailed data on how social media interactions lead to Amazon purchases.

To use Amazon's new attribution feature to improve ad targeting, brands can start by creating social media ads that direct users to Amazon for checkout. With the detailed attribution data, brands will be able to retarget shoppers via Sponsored Display and DSP (Demand Side Platform) with precise targeting, tracking a customer's journey from a social media ad to an Amazon purchase and serving them targeted ads across the web.

The implications of Amazon's social attribution feature for e-commerce are significant. It represents a seismic shift by enabling seamless checkout on social platforms and providing accurate sales attribution to social media marketing efforts. This opens up new possibilities for brands on Amazon to drive sales and retarget customers more effectively, potentially reinforcing Amazon's dominance in the e-commerce space.