If you start selling on Amazon very early, then the traffic within the site must be dominant. However, with the increasingly fierce market competition, the increase in advertising costs and storage fees, and the difficulty in converting new products, more and more top sellers are starting to deploy off-site promotions on Amazon .

According to the data of Zhaodanmao Cross-border's years of off-site operations, more and more sellers' competitors in the same category will operate and promote their brand products off-site, because they want to attract more fans and audiences to attract potential users to buy products, thereby avoiding the fierce platform competition of Amazon. By using external traffic and setting up appropriate promotion channels, they can obtain more product sales and thus improve product conversion rates.

The threshold for this traffic entrance is not high, but it has become an important breakthrough for traffic that every Amazon seller must have. This traffic entrance is Amazon's off-site promotion. If you still don’t understand the underlying logic of off-site promotion, then this tweet is definitely worth your repeated study and reading!

Overview of Amazon Off-site Marketing

1.1 What is Amazon Off-site Marketing?

If you use one sentence to explain what Amazon off-site promotion is?

Generally speaking, the traffic within the Amazon platform is called on-site traffic, such as keyword traffic, advertising traffic, on-site promotions (LD DOTD BD, etc.), and brand traffic (such as Anker). All traffic outside the Amazon platform is off-site traffic, such as traffic from well-known websites or KOL blogs, traffic from deal sites or social media deal groups, EDM marketing, and traffic from offline activities.

Amazon off-site promotion is a method used by Amazon sellers to attract targeted users to place orders on the Amazon platform through off-site channels, thereby improving product rankings and promoting product sales.

Of course, it is not enough to summarize Amazon off-site promotion in one sentence! If you want to deeply understand the underlying logic of Amazon off-site promotion, we also need to understand the Amazon Alliance.

1.2 What is Amazon Affiliate?

Amazon's affiliate program is called Amazon Associates. The program was launched in 1996. It is one of the largest, earliest and most well-known affiliate marketing programs in the world. More than 1 million affiliates have joined the program, accounting for more than half of the market share. This is one of the factors that contributed to Amazon's success.

Amazon Affiliate Program helps content creators, publishers and bloggers to monetize their traffic. With millions of products on Amazon, affiliate partners can build tools through simple links (like the social media links we are familiar with) to direct their fan audience to the products they recommend, and earn commissions from fans who purchase through affiliate links (such as using affiliate links).

In the Amazon Alliance: Amazon is responsible for providing the platform, while alliance content creators: Facebook group administrators, social media celebrities, Amazon influencers, etc. provide traffic, and sellers provide products. These three constitute the alliance marketing ecosystem.

So please don’t say that off-site promotion is useless, because Amazon spends a lot of promotion fees every year to find traffic outside the site.

In the early days, Amazon needed to grow and develop, and the most important thing was to direct traffic to the platform through affiliates (content creators and bloggers). They gave affiliates a lot of rewards. At first, bloggers mainly created groups to carry Amazon's own products to their fans. Later, the platform launched social media discounts.

When we create discounts in the background, the platform will share the discounts with the Amazon Alliance, and many bloggers will also actively forward the affiliate links created by sellers. During this period, bloggers mainly rely on Amazon rebates to make profits , but as more and more sellers actively contact bloggers, they begin to charge sellers, such as how much US dollars per post. This has become our main way of Amazon promotion.

1.3 What are the functions of Amazon’s off-site promotion?

1.3.1 Assist Amazon in operating and promoting products

From the perspective of product operation, how can sellers cooperate with Amazon's on-site operations through off-site promotion?

① Promote new products (cold start of new products) : When a new product is launched, if there is no order after 2 weeks of advertising , we can first contact Zhaodanmao Cross-border to do off-site discount promotion to quickly place orders for the new product, activate the link by placing orders, and drive the overall link traffic of the new product.

② On-site promotion + off-site promotion (double swords) : From the perspective of on-site operation and product promotion, we can catch up with the peak season traffic of overseas holidays every year. Such as Black Friday, Cyber ​​Monday, Prime Day , Christmas and other festivals. As long as it is in the peak season, Amazon will spend a lot of money on advertising to obtain a large amount of traffic.

If sellers take advantage of the situation and conduct off-site promotions to improve product category rankings and sales in the early and middle stages of the peak season, they will achieve twice the result with half the effort!

In addition, you can also do off-site work before participating in on-site activities to stretch the rankings and make the flash sales more effective. After the flash sales, you can extend the order time through off-site work, which can promote the links faster.

③ Place an order and ask for reviews : Because of the large discounts and lower prices for off-site promotions , the probability of receiving positive reviews through Amazon’s review invitation function is higher than on-site promotions.

④ Dilute the review rate, return rate and complaint rate : When doing business on Amazon, it is inevitable to conduct reviews and fake orders, and it is also inevitable to avoid product returns and complaints; and a large number of orders outside the site can dilute the review rate, return rate and complaint rate, thereby reducing risks.

Sellers who need real-person reviews on Amazon can also contact Zhaodanmao Cross-border to arrange it for you (directly connect with foreign service providers and refuse high-risk reviews from self-supported accounts!)

⑤ Binding FBT : Frequently bought together is a very good related traffic; analyze which off-site channels complementary products have used, and then put the same channel to have the possibility of matching with complementary Best Sellers Links bind together.

⑥ Products that can also make money outside the site : There are still some products with high profits that can make money even after discounts outside the site. There are also some sellers who specialize in FBM. By doing off-site promotion and posting a large number of posts to attract orders, they can not only make money but also maintain their rankings within the site, killing two birds with one stone.

1.3.2 Clear inventory and improve cash flow

There are currently only three mainstream methods for clearing inventory:

① Platform activities : for example: participating in Best Deals and Outlets. However, these are all invitation-based. The Amazon system analyzes your product data and selects a few from your products. Even if you are selected, the effect of placing an order is hard to describe (sellers who have tried it know it). In addition, storage fees are added during the waiting period. Waiting is not recommended!

② Offline inventory collection : Sellers who choose offline inventory clearance should have tried FB celebrity groups, Deal station promotion and other channels, and only choose this method to clear inventory! Because offline inventory collection is basically about 10% off to clear inventory, and the transfer fee and logistics fee during the period are borne by the seller himself, it is easy to fall into a trap.

③ Clear inventory by doing off-site promotion : Clear inventory by setting a big discount, compared with the offline method of buying inventory at a 10% discount; in fact, many products can still make some profit by selling them off-site, or the loss is not that big, and they can also turn over cash flow. Because there are still many customers who contact Zhaodanmao Cross-border to do off-site promotion to help them successfully clear inventory and turn over part of the cash flow.

Zhaodanmao Cross-border will first tell you a way to get free commissions for off-site promotion:

Use Amazon’s brand promotion program: Get free platform rebates and increase extra income by promoting outside the site.

How to join Amazon's brand traffic reward program?

First, you must be a brand seller on the US site, otherwise there will be no separate [Brand] navigation in your backend menu bar. If you are already a brand seller, please follow the steps below to join this step.

①【Seller Platform】->【Brand】->【Brand Traffic Reward Program】

Click "Sign Up" and agree to the terms to join the program.

② Use Amazon Attribution to create tags

In this step, you can use [Generate Referral Tags] to generate referral tags for Amazon to track off-site traffic. The seller's attribution link format contains the words maas=maas, and you can get a commission of about 10%!

FAQ: Will the influencer's attribution link and Amazon Affiliate Program overlap? Are there any conflicts?

The answer is: the two are not in conflict. Influencers can convert Amazon’s attribution links into affiliate links and earn commissions; the prerequisite is that the influencers directly convert your attribution links into affiliate links.

If you do not meet the above brand seller requirements, you can still do off-site promotion through the following channels:

2.1 Traffic Promotion

2.1.1 Deal Station Promotion Platform

Deal platforms are off-site traffic sources that sellers often use. Buyers on the deal platforms themselves have a strong desire to shop and a large amount of traffic. Therefore , if you find an accurate platform and a suitable discount code, it is very easy to place an order, which can bring in huge traffic and sales in a short period of time. The biggest feature of this type of platform is that it is very time-effective. As long as we prepare the promotional code and publish it on the relevant deal website through editing or influencers, it will quickly bring in a large amount of traffic and orders.

Some common deal sites include Slickdeals, Dealnews , 1sale , and Techbargains all charge from tens to hundreds of dollars, and each website has its own audience and traffic;

For conventional popular categories, Zhaodanmao Cross-border recommends Dealnews, a first-tier website in the United States. A method worth thousands of dollars to contact the editor of Dealnews to post! (2000 words of authoritative interpretation)

2.1.2 Facebook Group Promotion ）

There are also a large number of Deal Groups on the Facebook platform, which are similar to the Taobao cashback discount WeChat/QQ groups in China ; such FB groups exist in the United States, Canada, Britain, Germany, France, Italy and Spain. These groups are similar to deal platforms.

The characteristic of a group is that it is relatively timely. Some influential group owners and celebrities post a large number of discount promotion posts to attract a large number of people or fans to join their fan groups. Generally, these administrators will send products of different categories to meet the needs of most fans. Some celebrity bloggers only post products of categories such as clothing, beauty, personal care, and toys, creating a vertical category group to meet the needs of specific groups of people.

If users are interested in your products and discounts, posting will bring you good traffic and conversions. Nowadays, this channel is also the must-have off-site promotion channel for 95% of sellers. In addition, Zhaodanmao Cross-border will subdivide FB groups into categories such as 3C, toys, and home furnishings. Technical delivery personnel will accurately deliver to designated groups based on the attributes of the seller's products.

2.1.3 Facebook Homepage

Some Facebook homepages are dedicated to group services, but some only run their own homepages. They quickly increase fans and stickiness by collecting fan suggestions and publishing discounted products that fans need. This type of homepage generally does not post a large number of posts, and the fan stickiness is much stronger than that of groups. With the same number of fans, the effect is generally much better than that of groups.

2.1.4 Amazon Red Influencers

Amazon influencers refer to individuals or teams who have accumulated a large number of fans and attention on social media (YouTube, Instagram, Tik Tok) and have passed the Amazon platform celebrity certification. They influence consumers' purchasing decisions by publishing reviews, recommending products, sharing shopping experiences, etc.

Everyone can understand that Li Jiaqi and Xiao Yangge of domestic Douyin e-commerce , Maomaojie and other KOLs . After they create video content related to your product, post it on their account homepage and use the shared bike to earn commissions.

Thus, every buyer who searches for your product can quickly promote the purchase of the product by watching the product explanation videos shot by these influential celebrities. For example, if your product is 3C, celebrities can create different content (live broadcast, video, picture post) based on your product, so that buyers can see the actual use effect of the product and promote purchase.

Why have Amazon influencer videos become an important traffic breakthrough for sellers this year?

The videos created by Amazon influencers can also be screened according to Amazon's algorithm logic and displayed on Amazon's keyword homepage and other prime traffic positions, which can greatly increase the natural conversion rate of products. (According to official data, 59% of consumers will seek advice from influential people when making product decisions)

How to develop FB groups and control the order effect?

3.1 How to develop a FB group or homepage?

Facebook groups are divided into Public groups and Private groups. Facebook groups are different from the WeChat groups we are familiar with. Facebook groups are similar to post bars, where content is published in the form of posts . You can set it to allow all group members to post, or you can set it to allow only moderators or administrators to post.

Currently, only administrators have the right to post in the promoted groups, so after finding the group, we can only contact the administrator to help us post.

② System recommendation : As long as you add enough groups, Facebook will automatically recommend more similar groups to you, similar to the recommendation algorithm of Tik Tok and Video Account.

③Discount code search : You can use other people’s discount codes to search accurately one by one, thus creating more groups

After entering the group, we can analyze the group according to the following steps:

First, after entering the group, click About, we can see the introduction and detailed information about the group. Please read it carefully. From the introduction, we can see that this group belongs to Amazon Affiliate. The group was created on October 21, 2019, and it has been 4 years. Last week, 1,061 new fans were added, and the number of new posts per day is about 88-100.

Analysis group: Click Discuss on, all posts will be in this menu bar, and then try to find posts from 12 hours ago for analysis, because the ranking changes of posts posted 12 hours ago have basically come out now. If the time is too long or too early and the ranking has not come out, we don’t know how effective the post is.

From the screenshot above, we can see that there are 138 comments and 117 likes. We mainly refer to the comment data because many people like to like even if they have not purchased. If the comment is: Got it, Used, Ordered, etc., which clearly indicates that an order has been placed, or a name is written, it also means that an order has been placed. Generally, it is a comment left by a user who has actually purchased the product, unless the comment is fake. At this time, we can click on the link to analyze the ranking changes before and after the link is posted, and analyze the effect of the post.

Analyze more other posts using this method. If some of them perform well, and the group’s fans are relatively active, then we can try posting in this group.

Contact the group administrator:

Click People in Admins & Moderators to become the administrator of the group.

We can contact them through private messages to collaborate on posting. Since these administrators receive many private messages every day, it usually takes a long time for them to reply or even no reply. At this time, the words used in private messages are very important. Be concise when sending private messages.

3.2 What products perform well off-site and what are the techniques?

The gender composition of fans in FB groups is about 95% female and 5% male ; and they are generally composed of housewives aged 22-55. Products that meet their interests or can stimulate their impulse purchases are usually the most likely to become hot-selling products.

Common off-site explosive orders categories are as follows:

Household daily necessities: kitchen supplies, storage supplies, bedding, daily necessities, etc.

Children's toys: maternal and infant products, popular toys, children's clothing, etc.

3C digital products: medium to high value practical small home appliances, etc.

Beauty, cosmetics, personal care, clothing: women's clothing, beauty, nail art, personal care, etc.

Generally speaking, the effect depends on product demand and discount strength. You can judge the monthly sales volume of your product category to determine the demand for your product among this audience .

Sellers who want to increase product conversion rates through off-site marketing will inevitably face a question: What discount setting can achieve the best effect?

After long-term data summary, most sellers have summarized a rule:

10%~20%OFF: Worst effect, 0 orders;

20%~35%OFF: limited appeal, within 10 orders;

40%OFF: A certain number of orders, more than 10 or 20 orders or worse;

50%OFF: The effect of this point is almost 10-20 times that of 40%

3.3 Factors Affecting the Effect of Off-site Orders

① Product demand : Most of the group’s fans are family women, and the focus is mainly on women’s needs. Of course, it can also be about them buying products for their fathers, husbands, sons, etc.

② Discount strength : Most of the discounts on Facebook are 50%. It is best to investigate the discount strength of similar competitors in advance. If most of the similar competitors are offering 60%, then your discount strength is much lower than this. In this case, buyers may think that the price is too expensive and will not even check your post. Since you are doing it off-site, you must be willing to lose some money. Otherwise, the effect will not be good, but it will also reduce the conversion rate.

③ Discounted price : Is the price artificially high? Many sellers believe that low-end products can attract price-sensitive consumers, so they use the domestic e-commerce model of raising prices and then lowering them to Amazon, but finally find that consumers don’t buy it.

Amazon’s prices are now almost transparent. As long as they use software to check, they will know your price changes in the past few days, so your cleverness cannot confuse savvy consumers.

It attracts a large number of sellers to come in and "visit here", but in the end there is no order, which may affect the weight of the product. This shows that being clever is not worth the loss.

It is not recommended that sellers contact administrators & editors on their own

After reading the above content, I believe that sellers have a deeper understanding of Amazon's off-site promotion . So should sellers find a service provider to do it or do it themselves?

Many sellers may also want to contact group administrators on their own to arrange postings, but independently searching for Amazon groups requires sellers to have high abilities in identifying scammers and communication, and it also takes up a lot of sellers’ time and energy.

Because the quality of most FB groups varies, it is difficult for sellers to judge the effectiveness of these groups, and whether they will encounter some scam gangs from India or Arabia who charge without posting ; or contact the group administrator, but no administrator replies to your message, and you miss your operation and promotion opportunities ; and most group administrators will want you to purchase posts in bulk before they can offer you a discount. If you only buy a few posts, the charges will be relatively expensive, and the input-output ratio is not high!

The team of Zhaodanmao Cross-border has a dedicated colleague in charge of this section, who tracks and develops every Amazon group administrator and deal station by working night shifts and adjusting to time differences. In addition, Zhaodanmao Cross-border will subdivide the FB groups into categories such as 3C, toys, and home furnishings. Technical delivery personnel will accurately deliver products to designated groups based on the attributes of the seller's products.

Seeking cooperation with a professional Zhaodanmao cross-border team is the fastest way to save sellers’ time, energy and money, and the fees are not expensive. Usually, it only costs a few hundred dollars to provide sellers with FB group and Deal station promotion posting services.

If you are already a veteran who often does off-site promotion and want to try different off-site promotion resources , you can also contact Zhaodanmao Cross-border to arrange other channel resources for you to help you promote good products!

If you are also interested in promoting products on Amazon FB groups and Deal sites, and want to seize this traffic breakthrough, you might as well talk to Zhaodanmao and let the Zhaodanmao cross-border team arrange FB group posts for you from the FB group resources accumulated over the years to help you promote new products, increase rankings, increase sales, and clear inventory!

Don’t underestimate the effect that off-site promotion on Amazon can bring to you. More and more sellers have reported that the cost of on-site advertising is too expensive, and many have turned to off-site promotion channels on Amazon to create a series of popular products!

Especially during peak seasons such as Prime Day/Black Friday/Cyber ​​Monday/Christmas, this series of combined promotions will become even more important!