Amazon’s largest traffic source – associated traffic

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All sellers know that Amazon focuses more on products than stores.

Although every seller has a store, from the algorithm level of the Amazon system, the platform does not give the store too much traffic and support.

If we consider it from the perspective of consumers, the perception of most Amazon users is that they "bought an item from the big supermarket Amazon", and they don't care who the seller of the item is.

From the perspective of the Amazon platform, it certainly hopes that buyers can quickly find the products they want to buy and transform from visitors to customers.

In order to turn a visitor into a customer, you must provide the right product. Therefore, Amazon makes full use of product associations to provide more choices for visitors searching for any product.

Let’s first look at the traffic statistics of a stable ASIN:

Why does this happen?

You can think about the browsing and searching process on Amazon. In addition to the user's previous browsing habits and some recommended products brought by the wish list, most buyers will directly search for the keywords of the products they want, enter the search results page, choose one that looks more suitable to them and click into the details page.

However, sellers will find out if they observe carefully that, unlike the browsing logic of domestic e-commerce platforms, Amazon’s browsing logic is progressive, that is, when a buyer clicks on a product’s detail page, the search results page will be overwritten instead of opening a new page.

At this time, the customer's search habits will be isolated because it is difficult for him to return to the previous search results.

But Amazon will definitely not let customers run away like this. It doesn’t matter. If this product cannot retain customers, the system will recommend similar products to the customer based on the detail page the customer clicks on.

Therefore, sellers will see many recommended items in the listing details page, with customers buying and looking at them again and again, and various similar advertising columns, trying every means to retain customers on the listing or even induce them to jump to another listing.

What are the entrances to associated traffic?

These are the associated traffic entrances with the largest traffic and the highest weight:

“Newer model” “frequently bought together” “Sponsored product”

Their respective locations are:

How to utilize this associated traffic?

First of all, we will most commonly run automatic advertising during the new product period. After running for a period of time, we can see the associated ASIN in the advertising report, and then pick out the ASIN with a higher click-through rate to run manual advertising.

During the new product period, our listing is still a blank sheet of paper, and Amazon has not yet included it, so it will be more difficult to run related advertising at this time.

However, relatively mature competitors already have stable associated traffic! Find out which ASINs (upstream ASINs) your competitors are associated with, and you will find the associated traffic on the site that your product should strive to get close to.

For example, if our new product is a power bank, then we will look at our competitor Anker’s power bank and see what ASINs its “Newer model”, “frequently bought together” and “Sponsored product” have respectively. We will collect them, and then use keyword reverse lookup tools to find their high-frequency keywords, and then use these words to advertise in batches.

Finally, traffic is king and conversion is necessary, otherwise the huge advertising budget we spend will be wasted.