The Best Strategies To Drive External Traffic To Amazon

The Best Strategies To Drive External Traffic To Amazon


In our last post, we talked about how driving external traffic to Amazon isn’t just a great way to diversify your channels to reach even more potential customers, but also a game-changer to boost your sales by increasing your product range and overall conversion rates.

We covered the top 5 reasons why this old but powerful strategy might help your business stand out in the saturated market of Amazon. If you missed it click here to read the complete article.

Now it’s time to dive into the million-dollar question. How to drive external traffic to Amazon?

There’s no simple answer. There are multiple ways to do it, however, in this article we’re going to go into detail about the ones we’ve seen work the best!

1. Paid Amazon Advertising

We know you may be asking yourself why we are even mentioning Paid Amazon advertising if external traffic is supposed to be off Amazon, right?

Well, guess what? If you’re a third-party seller enrolled in Brand Registry, this tool allows you to create display ads on and off Amazon!


This comes in handy especially as your ads will not only be seen by customers searching to buy products across the Amazon search results and product details pages but they will also be shown to customers navigating through different websites and apps. 

Also, you may benefit from getting to reach potential customers that are not even considering buying a particular product. In simple words, you’ll be reaching customers at different parts of their shopping journey and increasing your brand’s visibility!

Pro tip: Keep constantly optimizing your campaigns to avoid wasting money on strategies that aren’t bringing any sales. For example, pay attention to keywords that are costing ad clicks but aren’t really converting.

2. Social Media Marketing

With over 4.62 billion people around the world now using social media, and over 21% of consumers preferring to search for products first on social media, advertising on these networks is an opportunity you shouldn’t be missing out on.

Just as your A+ detail page serves to tell the customer more about your brand, so does social media. Take advantage of that 21% of people looking into your social media to convince them why your brand is different from the rest.

Build a strong social media presence by promoting meaningful content to your target audience and direct traffic to your Amazon product listings or Amazon Brand Store. 

You’ll see how your conversions will start to increase with the appropriate leads, complementing the missing puzzle of your advertising strategy!

Pro Tip: Don’t forget to tell your brand story to connect on a deeper level with your customers. Remember, people don’t just buy products but instead, they buy into stories!

3. The Power of Email Marketing

Email marketing isn’t only one of the most cost-effective and conversion-rich forms of digital marketing, but it’s also a powerful acquisition channel to scale up your Amazon business.

Compared to other ways of driving external traffic, email marketing is by far one of the cheapest ways to do so. For every 1 dollar you spend on email marketing, you can expect an average return of $42 (DMA, 2019).

What’s even better is that you’re not shooting in the dark trying to find the right potential customers. The people on your list are supposed to be familiar with your brand already!

That’s the top reason why it’s a particularly effective way to boost your sales while nurturing customer relationships and adding your brand’s personality at every touch-point.

Pro Tip: If you have a strong customer base why not leverage it to benefit your selling business? By sending targeted email campaigns to your existing email lists, you can advertise a specific product in your catalog, or special deals made exclusively for them.

4. Affiliate Marketing or also Named Influencers

With the increasing tendency of consumers preferring influencer-generated content over brand-produced content, having influencers promoting your brand is becoming almost a necessity to help drive additional traffic to your Amazon products!

Feeling skeptical? Check out the following statistics!

  • Businesses that use influencer marketing for publicity earn $18 for every dollar invested. (Influencer Marketing Hub, 2018). 
  • 8 out of every 10 consumers have purchased a particular item after having heard a recommendation by an influencer. ( Rakuten Marketing, 2019).

No wonder why Amazon created its own Affiliate Program!

Also called Amazon Associates, it enables creators and bloggers to monetize their sites by sharing a unique product link. Each time an individual clicks on the link and enters your Amazon storefront the influencer earns a  commission. This is a relatively easy way to get your product in front of the right audience and bring in more sales, right? 

But don’t forget to:

#1: Establish a specific strategy for how the influencer should be promoting your products. Get them familiar with your brand’s voice and general guidelines as they would be a brand ambassador.

#2: Make sure the influencer you work with is directing followers to purchase your products on Amazon through a link shared in their bio, blog post, or comment section. 

Final Thoughts

The more you diversify your channels, the more traffic you’ll have, and with increased traffic, so comes a higher chance of you selling your products!

Sending external traffic directly to Amazon isn’t just a strategy, it is almost a necessity. Just take the time to explore which method suits your business goal and specific niche.  

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