Amazon is known for its impressive ability to convert traffic on its site into customers. In this post, we’ll share the top practices in driving external traffic that will get your Amazon Store moving quickly without needing to struggle to get noticed.
Why Send External Traffic to Amazon?
Performing well on Amazon is about driving traffic to your product listings. This has the potential to result in a sale, more reviews, and more stars which will make your product listings more visible to potential buyers.
Since Amazon itself encourages sellers to use external sources, sellers should take this opportunity to rank higher in Amazon search, which will help them to improve their website rankings. With this, more online shoppers will find their products and buy from them.
Here are several other reasons why Amazon sellers should use external traffic sources:
- Boost Best Seller rank: If you sell goods on Amazon, then you know that it usually takes time for your products to reach a high-rank position. But did you know you can up your Best Seller Rank much faster with external traffic? Yes, driving visitors from external channels is a stealth technique to skyrocket your Amazon ranking. The truth is that as long as you’re an Amazon Best Seller, your products will be visible to everyone who walks into a major marketplace or goes online and searches for what you sell.
- Improve keywords ranking: You can drive more organic traffic to your listings by investing in external traffic. In some cases, if your product is popular enough, the Amazon algorithm will promote your keyword rankings on the platform. The presence of external traffic that originated from another website gets Amazon’s rankings for a particular keyword significantly higher than the website’s own. If you’ve got lucrative products, you may want to try to get some external search coverage.
- Gain valuable consumer data: Whether you are an established business or tackling a new strategy, generating increased customer data may be crucial in your marketing strategy. External traffic allows you to measure how many people have checked out your online store via a simple search on Google. Also, visitors from external websites are more likely to provide you with valuable insights, trigger ideas for new revenue streams, or increase brand awareness.
- Boost brand awareness: Brand awareness is critical for sales. Companies spend an incredible amount of time and money on marketing and sales lead generation. The effect of external content sources on brand awareness of Amazon stores is striking. More external content sources lead to higher customer engagement and thus to bigger recognizability of the brand.
- Beat competitors: A lot of business owners hear about content marketing and think it only deals with internal traffic—making website and blog content more relevant, attracting leads, and boosting sales. But that’s just the beginning. Being able to stay ahead of your competitors is a major factor in the success of your online store. You need to be constantly thinking of ways to capitalize on the gaps in your competitor’s strategies. You never want to fall behind.
Best External Traffic Sources for Amazon Sellers
Now, you may be wondering, how do I drive traffic to my Amazon product listings? Well, the answer is easy: use as much of your Internet presence as you can.
Instagram has emerged as one of the top marketing platforms that brands worldwide use to generate an audience in recent years. According to researchers, Instagram has around 1.1 billion active users.
If you have a strong Amazon brand and a motivated Instagram following for your business, it may be time to consider using Instagram to drive traffic to your Amazon sales channel as well.
Create interesting content that resonates with Instagram users and showcases your product. Create visually appealing story content that entices people to come to your Amazon store and find the products they need. Taking advantage of the large audience on Instagram is an effective way to drive traffic and sales to your Amazon listing.
Facebook has a robust network of over 2.912 billion active users (as of January 2022), making it the most popular social media platform. What’s more, in 2020, Facebook took up 25% of US digital ad spending. So if you start promoting a product or service you want to sell on Facebook, there’s a good chance your traffic will increase.
There is no better leading indicator of what products people want than what they’re browsing on Amazon. Matching your Amazon data with Facebook ads can help drive new traffic to your product listing.
Google Ads
If you’re not using Google Ads to drive traffic, you’re losing out on some of the industry’s best B2B ad targeting. The companies have a symbiotic relationship, with Amazon driving business to Google and Google bringing ads to users.
Google Ads are ideal for an Amazon traffic acquisition strategy because they have a widespread ad network that reaches both search engine users as well as Amazon visitors. Use Google Ads to drive traffic to your products on Amazon by leveraging their cross-selling and distribution channels. And you can easily set affiliate bids for any product on Amazon.
YouTube
YouTube is an incredible resource with a lot of content. But its true potential is in driving external traffic.
here’s more than one way to get external traffic to your store, and YouTube is one of the quickest and easiest methods you can use. Using YouTube to drive external traffic to Amazon is a great place to start. Recent numbers show that YouTube drives the most traffic to listings on Amazon.
TikTok
TikTok has gone from being a popular app on teenagers’ phones to an integral part of Amazon sellers’ marketing strategy. TikTok may be in its infancy as a platform, but advertisers are discovering numerous ways to use the app to increase their sales and brand visibility.
Originally a social media website where people share short videos, the platform has evolved into a major player in the time-poor millennial’s daily entertainment. The platform has grown so huge that it does more than just boost brand awareness of your company’s products. It helps drive external traffic to Amazon stores and optimize the cost per sale compared to other advertising options.
Final Word
The advantages of driving external traffic to Amazon are mostly circling around getting more sales, but it is also a way to raise brand awareness and reputation. Those additional traffic channels can be highly beneficial for an Amazon business if managed properly and systematically. Consequently, it is not only the diversity of digital presence that matters, it is also the acknowledgement of every channel’s unique specifics and requirements and of the seller’s own marketing capacities.
About the Author
Dari Bilera is the Head of Marketing at Profit Whales, a full-service marketing agency for e-commerce brands that scales them on Amazon and beyond via a cross-channel approach.
With over four years of experience in various areas of marketing, from PR to SMM, email marketing and content marketing, Dari has spent her career establishing comprehensive B2C and B2B marketing strategies and managing marketing teams to increase businesses visibility and profitability.
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