How to Drive External Traffic to your Amazon Product Listing

Ready to level up your ecommerce game? The key to scaling your brand on Amazon is all in the power of external traffic. Whether you're a seasoned pro or just starting out, finding external traffic sources and directing that traffic to your listings is crucial for reaching a wider audience, boosting sales, and increasing brand awareness beyond the Amazon marketplace.

In this guide, we'll uncover the secrets to driving external traffic to your Amazon listing, reveal the top external traffic sources for ecommerce success, and provide the insider tips to ensure your marketing efforts lead to a significant sales boost. So, let's dive in and take your Amazon game to the next level!

First…What IS External Traffic?

Think of external traffic as the wild card in your ecommerce strategy. It's any traffic coming into your Amazon listing from outside of the Amazon ecosystem - whether it's through ads on Google, visitors from your blog, or social media promotions.

While internal traffic - optimizing your listing to appeal to Amazon's algorithm - is still crucial, external traffic is becoming an increasingly valuable tool in the ecommerce game.

And the best part? Organic external traffic is a cost-effective way to improve your ranking and performance on Amazon without breaking the bank on advertising. So, go forth and expand your reach beyond the Amazon walls.

Why Should I Care About External Traffic?

Let's take a closer look at the key benefits of external traffic for your Amazon business:

1. It can significantly increase conversions. A solid marketing strategy within the Amazon ecosystem is great, but it's becoming increasingly competitive. By tapping into external traffic sources and sending visitors from outside of Amazon to your listing, you'll be able to engage customers that your competitors might miss. And, the more visibility your brand and products have, the more conversions you'll see.

2. It can help you build your own customer base. Amazon customers may not be your customers, but external traffic can help you funnel them into your listings and build a customer base independent of Amazon. This means you'll have control over customer data and can grow your own email list for future marketing campaigns.

3. It can help you rank better on Amazon. Not only can driving external traffic to your Amazon listings increase conversions, but it can also help you rank better on Amazon. The Amazon algorithm rewards sellers who bring more people into the marketplace, which means your listings are more likely to be displayed when potential Amazon shoppers search for products on Bing or Google.

4. It's generally cheaper than paid advertising. Depending on the source, external traffic can be absolutely free or significantly cheaper than paying for ad placements on Amazon. And, with Amazon ad prices on the rise, external traffic is a cost-effective way to boost your sales. So, go forth and expand your reach beyond the Amazon walls.

OK, I’m In. How Do I Get That Sweet, Sweet External Traffic?

Let's dive in and explore the different options available to you.

1. Build your own authority blog. One of the best strategies for generating external traffic and dominating your niche is to optimize your own website and blog, or create one if you haven't already. By creating killer content for your e-commerce website and linking it to your Amazon listing, you can easily funnel potential customers from the web to Amazon. But, remember to focus on creating solid landing pages, not just showcasing your products. These pages are designed not only to advertise your product but also to capture leads, meaning you can use your audience's contact information for upselling or future marketing campaigns. You can also run ads on your site to engage more customers.

2. Utilize the power of social media. Social media platforms like Facebook, Instagram, TikTok, and Pinterest are just a few examples of where you can start posting regularly to promote your brand and products and connect with customers who aren't browsing on Amazon. By catching their eye with trendy posts and relevant hashtags, and then providing a link to your Amazon listing, you can generate external traffic on social media. You can also run paid advertisements on social media platforms to boost your reach.

3. Partner with influencers and affiliates. Another effective way to generate external traffic to your Amazon listing is by working with influencers and Amazon affiliates, and the best part is it usually comes at no cost to you. By engaging with influencers, you enter into mutually beneficial relationships with social media personalities or bloggers who have a considerable following. They give your product a boost by recommending it to their audience, and in return, they charge fees for promotion or accept freebies in exchange for their product reviews. These positive product reviews from influencers within your niche not only boost your conversions by sending more people to your Amazon listing, but also help establish your brand's authority and credibility.

Anything Else?

To really nail it with external traffic, follow these additional tips.

1. Optimize within Amazon first. Before you even think about going off-Amazon, make sure your listing is in tip-top shape. Eliminate poor imagery and unintelligible bullet points, and ensure your product has great reviews and a high star rating. That way, when potential customers arrive at your listing, they'll be impressed by what they find.

2. Create killer content. Whether it's a content site or a social media post, make sure the content you're creating for your Amazon product is engaging and relevant. Engaging content attracts customers and motivates them to read more, while relevant content solves a problem for them. These are the biggest factors customers consider before clicking through to your listing and making a purchase.

3. Don't try to sell your product. Counterintuitively, a content strategy that focuses on selling products is often ineffective. Instead, your off-Amazon marketing strategy should focus on informing and adding value to potential customers. Talk to them like you would talk to someone over beers. Customers are more likely to purchase after seeing detailed product photos on social media or reading a well-written and informative blog post about your product.

4. Measure your performance. Always measure the engagement and performance of your off-Amazon campaigns. Keep track of analytics for your blog site and click and open rates for your email marketing campaigns. Measuring performance will help you keep track of your progress and adjust your approach as needed. Amazon Brand Registry members have access to Amazon Attribution, a tool that helps determine which off-Amazon marketing channels work best for your business.