How to Drive External Traffic to Your Amazon Listing

External traffic is a strategic approach that offers multiple advantages, including increased visibility, brand differentiation, and the potential for growth and rewards. By mastering the art of driving external traffic to your Amazon listings,you can expand your reach and attract more customers to your Amazon listings, ultimately driving more sales for your e-commerce business.

Benefits of driving external traffic to Amazon Listings

Driving external traffic to your Amazon listings offers numerous benefits that can help you gain a competitive edge and enhance your brand's presence. Let's break down these advantages:

1. Stay Ahead of the Competition:

  • In the fiercely competitive world of Amazon, every seller is optimizing their listings for organic sales.
  • External traffic helps you stand out by avoiding competition for Amazon's sponsored ads and increasing your product's visibility.

2. Increase Brand Awareness:

  • Building a strong, distinctive brand sets you apart from the competition.
  • Amazon has limitations when it comes to branding, but external platforms offer more creative freedom.
  • Creating a unique brand voice and memorable identity helps you distinguish your products.

3. Drive More Traffic and Sales:

  • External traffic is an effective way to boost your sales on Amazon and establish a strong brand image.
  • It's particularly valuable for new product launches and can enhance your rankings and sales velocity.
  • Even if you're already ranking well on Amazon, external traffic enables you to reach a broader audience and maintain control over your sales.

4. Boost Keyword Rankings and BSR:

  • More traffic leads to increased sales and higher rankings.
  • Amazon's A9 algorithm rewards products with strong sales velocity.
  • External traffic supplements Amazon's organic traffic, improving your visibility and BSR.

5. Diversify Your Customer Base:

  • Building a sustainable business model involves creating a powerful brand.
  • Leveraging external traffic helps you diversify your customer base and establish brand loyalty.

6. Potential Rewards from Amazon:

  • While unconfirmed, some sellers claim that Amazon may reward you for driving external traffic.
  • By bringing more customers to the platform, you contribute to Amazon's growth and potential for mutual benefit.

7. Skip Internal Competition:

  • Amazon's internal competition is fierce, with multiple products vying for top positions in search results.
  • External traffic allows you to bypass this competition by directing visitors straight to your listings.

Types of Traffic Sources on Amazon

When it comes to driving traffic to your Amazon product listings, there are two main types of traffic sources: internal and external.

1. Internal Traffic Source:

Internal traffic sources are within the Amazon platform and should be optimized before seeking external traffic.

They include Amazon SEO, product reviews, and sponsored products.

Amazon SEO:

Amazon SEO is vital for organic rankings and increasing sales and traffic.

Key steps to optimize your product listings include:

  • High-quality images
  • SEO-friendly copy
  • Informational bullets and thorough product descriptions
  • Amazon A+ content (if applicable)
  • 20 to 30 reviews with at least a 4-star rating

Amazon Product Reviews:

  • Product reviews significantly impact sales and visibility on Amazon.
  • Good reviews improve your ranking and build social credibility.
  • While getting reviews can be challenging for new products, comply with Amazon's guidelines, such as not asking for only positive reviews or incentivized reviews.
  • Follow best practices when sending post-order emails to customers to request honest feedback.

Amazon Sponsored Products:

  • Amazon offers a powerful marketing and ad platform to boost product visibility.
  • Sponsored Products use keyword-targeted ads to promote listings, appearing in various search results.
  • These ads operate on a pay-per-click (PPC) model, allowing you to set a maximum ad spend.
  • Conduct test ad campaigns to refine your strategy and gather data on successful keywords.
  • Continuously optimize and adjust your campaigns based on the data to determine what works best for your business.

2. External Traffic Source:

  • External traffic sources are outside Amazon and can help you attract potential customers to your product listings.
  • These sources include social media, email marketing, influencer collaborations, and more.

How to drive external traffic to Amazon Listings?

With millions of products available on Amazon, sellers often find it challenging to stand out. One effective strategy to boost your Amazon sales and increase your product visibility is to drive external traffic to your Amazon listing.

1. Optimize Your Amazon Listing:

  • Before you start driving external traffic, ensure your Amazon listing is fully optimized.
  • A fully optimized listing will have the following elements.
    • High-quality images
    • SEO-friendly copy
    • Informational bullets and thorough product descriptions
    • Amazon A+ content (if applicable)
    • 20 to 30 reviews with at least a 4-star rating
  • Use relevant keywords to improve your product's discoverability on the platform itself. Utilize Amazon PPC campaigns to further enhance your listing's visibility.

2. Leverage Social Media for Amazon Sales:

  • Social media is a powerful tool for driving external traffic to your Amazon listing. Platforms like Facebook, Instagram, and Twitter can be used effectively.
  • Share captivating images, descriptions, and user reviews of your product. Consider using keywords like "social media for Amazon sales" in your posts to attract potential buyers.

3. Harness Influencer Marketing for Amazon:

  • Influencer marketing can be a game-changer. Collaborate with influencers who resonate with your product niche.
  • Influencers can promote your products on their channels, providing authentic reviews and endorsements.

4. Implement Email Marketing for Amazon Products:

  • Building an email list is a valuable asset for Amazon sellers. Send out promotional emails to your subscribers, offering special discounts or exclusive deals on your Amazon products.
  • Ensure your emails are well-crafted with engaging content and product images.

5. Explore Amazon Affiliate Marketing:

  • Amazon has its affiliate marketing program known as Amazon Associates. Encourage bloggers and website owners to promote your products through their affiliate links.
  • They earn a commission on sales generated through their referrals.

6. Optimize Your Amazon Storefront:

  • Creating an Amazon Storefront provides an excellent opportunity for you to showcase your product line creatively. Customize your Storefront to attract visitors and increase your sales.

7. Monitor Amazon Traffic Analytics:

  • Understanding your traffic sources and buyer behavior is essential. Use Amazon's traffic analytics tools to analyze the effectiveness of your strategies.

8. Consider Interactive Ads:

  • Invest in extended reality technologies like AR and VR to create interactive ads. These innovative ads can engage users and provide a better shopping experience.
  • They can help drive brand awareness and increase user engagement, which are critical for your Amazon sales.

9. Prioritize Nano-Influencer and Micro-Influencer Marketing:

  • Collaborate with nano and micro-influencers to promote your Amazon products.
  • These smaller-scale influencers often have higher engagement rates.


Driving external traffic to your Amazon listing is a multifaceted strategy that can significantly boost your sales. By optimizing your Amazon listing, utilizing social media, influencer marketing, email campaigns, and leveraging other innovative approaches, you can increase your product's visibility and appeal to a broader audience. Stay updated with Amazon's latest tools and features, and be prepared to adapt your strategy to the ever-evolving world of e-commerce.