How to drive external traffic to your Amazon page?

According to relevant statistics, only 75% of sales on Amazon are generated through Amazon's internal search engine, while the remaining 25% are generated by directing buyers to Amazon pages through external channels such as social media, blogs, Google searches, and sellers' websites. Increasing external traffic is crucial to improving brand competitiveness.

Why should you drive traffic to your Amazon product pages from external sources?

External traffic not only expands a seller’s customer base, but it also improves their Amazon product rankings in the marketplace. Amazon gives more exposure to products that perform well on external channels, which makes it more likely that these products will become bestsellers in their categories.

For brand sellers who have registered on Amazon, they can also benefit from the Brand Traffic Rewards Program, which rewards transactions generated through external traffic, usually around 10% of sales. In addition, the program also provides advertising tools and data to help sellers understand which external sources are most effective.

How to Attract External Traffic to Your Amazon Product Pages?

First, you need to build a marketing network that showcases your product, such as a blog, video, or website. This is the first step in promoting your product on external channels. Once established, you can easily share your content on different online platforms.

A website is a convenient information hub that can showcase your marketing efforts, link to social media, and prepare potential customers for the ultimate purchase.

Your website can also collect data, including email addresses, which is an important way to grow your business, attract potential customers, and keep them coming back. Sellers can use communications such as email to offer special discounts, promote new products, and share business developments.

However, it is important to remember that collecting email addresses without permission is illegal and can damage your reputation as a seller. Amazon does not allow email addresses to be collected at the time of purchase, so it is crucial that this information is collected legally through the website.

1. Search Engine Optimization

Search engine optimization (SEO) is a key strategy that can improve your content’s ranking in search results by researching keywords related to your products and incorporating those words and phrases into your content, thereby increasing your chances of being discovered by new customers.

If you have a limited budget, Google offers free SEO tools through Google Analytics that can help you identify keywords and integrate them into your online marketing content.

2. Leverage social media and influencers

21% of consumers search for products on social media. With powerful marketing tools such as Facebook ads, you can precisely target potential customers' interest groups. Many businesses choose to work with relevant social media influencers to leverage their fan base. This also applies to social media platforms such as YouTube, where they can reach thousands or even millions of followers, depending on the influencer.

3. Amazon Sponsored Display Ads

By leveraging Amazon Sponsored Display Ads, you can effectively drive external traffic and acquire new customers. Display ads are available to brand sellers who have registered with Amazon, allowing them to create display ads on and off Amazon. These ads are targeted based on customer interests and shopping behavior. Amazon tracks users’ browsing history for your products (including competitor products) and displays these display ads on Amazon pages, competitor product pages, and third-party websites and apps.