Are you an Amazon seller looking for ways to drive more external traffic to your listings?

If so, then this article is perfect for you!

With the right strategies and tactics, driving external traffic to an Amazon listing can have powerful results.

In this article, we’ll discuss the most impactful methods that Amazon sellers can use in order to drive traffic and maximize their sales.

We’ll go over each method in detail, outlining its advantages and disadvantages so that you can make an informed decision about which one is best for your business.

Let’s get into it!

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What does external traffic mean?

External traffic is traffic that comes from other platforms outside of Amazon.

For instance, if you run a Facebook ad and the call to action is to click through to an Amazon product listing, this would be driving external traffic to Amazon.

This is in contrast to internal traffic that you might generate on the Amazon platform through methods such as Amazon SEO or Amazon sponsored ads.

Why is driving external traffic to Amazon a good strategy?

Driving outside traffic to Amazon listings has become increasingly popular recently for several reasons.

1. It can help improve organic ranking

Amazon has chopped away at a range of methods sellers have historically used to rank products (giveaways, rebates, and search-find-buy to name a few).

As such, sellers have sought new ways to launch and rank products on the platform and, as a result, found that driving external traffic to Amazon tends to boost organic rankings and, as a result, organic sales.

Understandably, Amazon is very favorable to sellers bringing in new traffic from outside the platform to help them reach new audiences.

To incentivize this, it seems conclusive that its A9 ranking algorithm is configured to give extra ranking love to products receiving a proportionately higher amount of external traffic than its competitors.

So, by sending external traffic to Amazon, you’ll often see a healthy boost in ranking for relevant keywords and, as a result, more sales velocity.

2. Amazon will offer you a bonus

If you are wondering how interested Amazon is in external traffic, let me introduce you to the Brand Referral Bonus.

Launched in 2021, the Brand Referral Bonus gives brand owners a 10% bonus on sales coming from external traffic.

Simply send traffic to Amazon from external channels, and when that traffic converts, Amazon will give you 10% of the sale price back as a bonus.

This is a huge incentive for brand owners to develop non-Amazon marketing efforts, which will help both you and Amazon reach a wider audience.

3. It can help reach new audiences

Whilst Amazon is an eCommerce monster consuming roughly one in every two dollars spent online in the US, plenty of people still don’t default to the platform.

By generating external traffic, you are reaching customers you wouldn’t otherwise have if you rely solely on Amazon traffic.

This can help you grow your brand, generate repeat purchases, and help you build a valuable eCommerce asset.

On the Brand Builder Show, we sat down with MaverickX founder Ben Faw to talk about why they launched an entire company whose sole focus is driving external traffic to Amazon.

How to drive external traffic to Amazon listings

So, we know there are huge benefits for sellers who drive external traffic to their product listings.

But what are the best strategies for doing so? Let’s look at your seven best options, analyzing each one at a time.

1. Amazon DSP Advertising

Amazon DSP (Demand Side Platform) is an advertising platform for driving external traffic to Amazon listings.

These Amazon Sponsored Display ads work by bidding on inventory from external websites and apps across the web and then targeting customers based on their interests and behaviors.

Advantages

  • Very powerful targeting capabilities allowing you to reach exact audiences that are more likely to convert.
  • Effective at driving high-quality traffic to your listings.

Disadvantages

  • The barrier to entry is quite high with most ad agencies only taking on clients with $10,000 per month or more to spend on DSP alone.
  • Can be difficult for new sellers to use as the UI can be confusing with limited guidance from Amazon on how to get the most out of it.

2. Google Ads

Google Ads are one of the most common options that Amazon sellers turn to when looking to drive targeted traffic to the platform.

Whilst Google Shopping ads can be a great option for driving traffic to your website, Google Search ads are the best bet for directing traffic to an Amazon listing.

This is because you have a lot of control over keywords and bidding, and the overall process will feel familiar to any seller who has already tried their hand at Amazon PPC campaigns.

MORE:

To find keywords to advertise on, you can either use the same keywords from your Amazon keyword research or use Google’s free keyword planner, which is part of your Google Ads account.

Google Keyword Planner

Advantages

  • Google Ads allow for very specific targeting, meaning you will drive more qualified traffic to your listings.
  • You have complete control over your budget and can scale campaigns up or down as needed.

Disadvantages

  • Can be expensive as you are bidding on keywords that everyone else is competing for and often CPCs (cost per click) can be high.
  • Can take time to optimize campaigns and drive the highest ROI possible.
  • Conversion rate tends to be much lower than organic traffic.

PRO TIP

3. Facebook Ads

Facebook Ads are another popular option when it comes to driving external traffic to an Amazon listing.

While Facebook ads may not drive as many conversions as Google Search, they are still a powerful tool for driving external visitors.

Facebook’s audience targeting features are still some of the most detailed and flexible in the industry, allowing you to find the right customer at the right time.

Advantages

  • You can reach large audiences quickly and drive a lot of external traffic to your listings.
  • You have full control over the budget and can scale campaigns up or down as needed.
  • You can build an audience of people who are interacting with your ads that you can retarget at a later date.
  • You can run Facebook and Instagram ads from the same dashboard.

Disadvantages

  • Can be expensive as you are bidding on placements that many others are competing for and often CPCs (cost per click) can be high.
  • Attribution analytics on Facebook’s side are patchy at best in recent times so you will need to be hot on Amazon Attribution.
  • Can be a steep learning curve for new advertisers.

4. Organic Social Media

While the reach of organic social media content has declined in recent years, it remains a solid option for building overall brand awareness.

By committing time and energy to creating content on social media platforms, you can build rapport with your audience and encourage them to click through to your Amazon listings.

The key here is to create engaging, shareable content that will entice people to take action.

This could involve creating lifestyle images related to your product, creating informational content related to your niche, or even running giveaways.

Wondering which platform to focus on? Here are the ones we’re seeing our Brand Builder University members have the most success with:

TikTok

Whilst not everyone’s favorite platform, TikTok has organic reach like no other social channel.

It’s the channel that appears to be rewarding content creators the most with views, likes, follows, and on some occasions, incredible virality.

Plus, you don’t have to be young, trendy, or in touch with every latest trend.

Some of the fastest-growing brand accounts on TikTok are simply sharing the journey of bringing their products to market.

If you’re looking for some inspiration to get started with TikTok, check out our podcast with Oren Schauble, who is a master of using the platform to drive huge amounts of targeted traffic.

Instagram

Instagram is still one of the most powerful tools for brands looking to drive traffic.

It’s a great platform for showcasing product images and lifestyle shots, but you can also drive qualified external traffic through your organic content.

Instagram users are programmed to head to the link in your bio for more information on your brand, which presents a great opportunity to include links to your Amazon listings.

YouTube

YouTube is another great option for sending potential customers to your Amazon store.

You can easily repurpose short-form TikTok content to create YouTube shorts for quick audience growth.

Then, you can also add some longer-form videos that either show your product or revolve around content that relates to the niche your products are in.

The beauty of YouTube content is that, unlike social media posts, it keeps on compounding over time and can continue to drive traffic months and even years after you publish it.

One of the best brands using YouTube right now is BeardBrand, with over 2 million subscribers driving 50% of its revenue. Find out how in our interview with founder Eric Bandholz on the Brand Builder Show.

Facebook

Sure, the organic reach on a Facebook page… ain’t what it used to be.

But don’t sleep on Zuckerberg. Facebook is still the largest social media platform by user base, and it’s well worth repurposing content from other platforms here.

Overall, organic social media is still a great opportunity for Amazon sellers to build a brand and reap on-Amazon rewards.

So, we’ve looked at the popular social media platforms, but what are the pros and cons of Amazon sellers using them to drive traffic?

Advantages

  • Can drive large amounts of external traffic to your listings with minimal costs.
  • You can build an audience of loyal followers who you can retarget at a later date as they are part of your ecosystem.
  • You grow your overall ‘know, like, and trust’ factor and add value to your brand.

Disadvantages

  • Organic reach on social media can be low and require regular content creation.
  • It takes time to build an audience, drive engagement, and drive traffic to your listings.
  • Not as targeted as compared to other strategies like paid ads.

5. Influencers

The rise of influencer marketing has been astronomical in recent years.

It’s almost impossible to open Instagram or TikTok without seeing so-called ‘influencers’ showing off their latest favorite purchase.

With more attention than ever being given to social media stars, this gives brand owners an opportunity to get their products in front of potential buyers with an endorsement from a personality they already know, like, and trust.

Exciting developments continue with initiatives like TikTok Shop, which allows influencers to promote products and receive a commission while buyers can checkout directly in the app.

This is a great way to expand your brand off-Amazon, then use an external traffic tool like Pixel.me to direct any link clicks to your listing.

Advantages

  • A great way to broaden your reach and drive sales quickly as influencers already have an engaged audience.
  • Can drive large amounts of external traffic with minimal costs if the right influencers are found.
  • Your average order value (AOV) will likely increase due to the endorsement from an influencer.

Disadvantages

  • The cost can be high for influencers with a big audience and there is often no guarantee of results.
  • It takes time to develop relationships with influencers and drive traffic to your listings.
  • Not as targeted as compared to other strategies like paid ads.

6. Email Marketing

Email marketing may not be the sexiest of channels, but it is a great way to drive external traffic to your Amazon listings.

When done well, email campaigns can drive significant amounts of revenue for Amazon sellers.

The key here is targeting high-value customers and using personalization to maximize their buying potential.

For instance, using dynamic content to drive customers back to Amazon with a personalized product recommendation based on their past purchase history on your online store.

Advantages

  • Can drive targeted traffic with high conversion rates as you are sending targeted messages to those who have already interacted and/or purchased from your brand.
  • You can track user behavior like click-through rate and use this data to drive further sales with personalized content.
  • Low cost compared to other channels like Google and Facebook Ads, all you need is an email marketing software tool and each email you send is at no extra cost.
  • Growing an email list is another asset that adds value to your brand.

Disadvantages

  • You need a sufficient number of contacts in your mailing list before you can drive significant amounts of traffic to your listings.
  • Building trust takes time and requires regular, high-quality content creation.
  • Not as powerful as other channels like paid search and social media in terms of reach and driving immediate sales.

7. Bloggers

If you search for any popular product on Google, you’ll likely see on the first page results created by bloggers.

There are a huge number of websites that create long-form written content about topics related to any particular niche and within that create product review content.

For a quick example, take a look at this data inside the popular SEO tool SEMRush:

I quickly searched for the keyword ‘yoga mat’ and filtered to only include phrases including the word ‘best’.

As you’ll see, there is significant search volume for these keywords that have a high purchase intent.

Here’s what the first page of search results looks like at the time of writing:

Semrush Data Results

Whilst you may struggle to get through to the Wall Street Journal or New York Times editorial teams, there are a number of smaller publications highlighted that you could easily reach out to and ask for your product to be included in their review roundup.

PRO TIP

If your focus is to drive traffic to your Amazon listings you could also send customers from your own website to Amazon.

However, if you are looking to build a genuine brand over the long haul, having customers transact with you on your website is a huge asset, and this should be protected at all costs.

Where should I send the external traffic?

As we’ve covered, there are a number of external traffic sources you can lean on. But where exactly should you send that traffic?

You’ve got a few options.

1. Your Amazon listing

The common option most Amazon sellers default to is sending traffic directly to an Amazon listing.

This approach benefits customers by bringing them to where they need to be to make a purchase with as few clicks as possible.

However, the downside is that bringing external traffic directly to an Amazon listing tends to have a lower conversion rate, which can, in turn, impact organic ranking.

To overcome this challenge, you have a couple of other options.

2. Your Amazon storefront

Brand Registered sellers have the opportunity to create a branded storefront with its own unique URL.

Anker Amazon storefront

You can design this page to look and feel the way you want (with some Amazon restrictions, naturally), and gives you an opportunity to showcase your brand to new customers.

Then, if customers click through to your listings, they will be more likely to convert.

NOTE

3. An Amazon offer landing page

A great in-between option is to create a ‘buy x get x’ offer on Amazon – e.g., buy 3 get 10% off.

When creating such an offer on Amazon, it will generate a promotional page like the one UGREEN is using here:

UGREEN Amazon offer landing page

You can send traffic to this landing page, which is primed for higher average order values and improves overall traffic efficiency.

4. A custom landing page

Similar to sending traffic to your Amazon storefront, you can send them first to a custom landing page to qualify them and sell them on your products before clicking through to Amazon.

Given your full creative control over this page, you can use any copy, imagery, and graphics you need to fully convey the benefits of your product and ensure customers click through to Amazon with high purchase intent.

This will take some setup, but sending traffic directly to an Amazon listing is the easiest way to get up and running and see some quick results.

So, if you’re unsure about other routes, just get started with this option.

However, if you’re looking to tap into some of the benefits of driving traffic to your Amazon store or a custom landing page, it can be well worth the effort.

At the end of the day, like any strategy in eCommerce, you will need to test different options in order to find which works best for you and your business.

One thing you must do, however, is to prepare for more traffic coming to your Amazon listing.

Things to do before driving external traffic

I can already tell – you’re pumped about driving more traffic to your Amazon listings and want to start right now!

But wait!

Before you do, there are a few things you need to do to ensure you’re not just pouring water into a leaky bucket.

1. Take a stock check

First up, inventory management.

There’s no use in driving hundreds or thousands of new potential customers to your Amazon listing only for them to arrive and discover you’re out of stock.

The tactics we’ve discussed in this article all have the potential to cause large spikes in your traffic so my advice (speaking from painful experience) would be to ensure you have buffer stock ready.

Get some extra stock made and shipped to your 3PL, just in case things get wild.

2. Optimize your Amazon listing

Spending money to send extra traffic to an under-optimized Amazon listing is a terrible waste of resources.

Before turning up the dial on traffic you should really do everything you can to ensure your listing is as optimized as possible.

3. Maximize average order value

Any time you spend money on traffic you really want to make sure that your average order value is as optimized as possible.

Each visit to your listing or landing page will be costing you a certain amount of money, and increasing your average order value is a great way of making those costs more efficient overall.

So explore multi-buy offers, increase prices, and ensure your customers are spending as much as possible in each transaction.

4. Set up for retargeting

Finally, to really wring out every last drop of value from the traffic you’re driving, make sure you are gathering customer information at some stage in the journey.

This could either be by offering something of value on a landing page in exchange for your customer’s email address, or by using a pixel service like PixelMe.

PixelMe allows you to embed a pixel – a short piece of code designed to analyze customer behavior – in a customized link that forwards the customer straight to the destination link.

So it doesn’t impact the customer experience, but it gives you the ability to build audiences that you can then retarget with social media marketing, for example.

How to measure the performance of different external traffic sources

With so many options available to you for driving traffic to Amazon, you may end up running a few options together at the same time.

If you do that though, how can you tell which platform is performing the best?

For example, is it the Facebook ad that’s moving the needle or the Instagram ads?

These social media platforms aren’t able to track the sales taking place on Amazon like they can on your website and for a long time, this created a big gap in understanding external traffic performance.

Thankfully though Amazon Attribution was born.

Amazon Attribution allows you to set up campaigns with unique links for any number of promotions or external traffic campaigns.

It’s imperative you get Attribution set up before you drive external traffic to Amazon in order to get the best results possible.

Wrapping Up: Sending traffic to your Amazon listing

In conclusion, driving external traffic to your Amazon listing is an incredibly important part of any successful Amazon seller’s strategy.

Whether you drive that traffic through social media ads or some other method, it’s essential that you have a clear plan and understand the pros and cons of each option before investing time or money into them.

It’s also imperative that you maximize average order value by exploring multi-buy offers and increasing prices to ensure your marketing budget is used as efficiently as possible.

Finally, make sure to set up tracking & analytics with services like PixelMe so you can get even more value from the traffic you’re driving.

If all this sounds daunting but exciting at the same time then why not join us inside Brand Builder University?

Our team of experts will help guide you every step of the way on how to drive success with external traffic strategies!

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Ben Donovan

WRITTEN BY

Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).

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