From Invisible to Page One: How Amazon Sellers Are Using External Traffic to Rank Faster in 2025

🛑 Still stuck on page two? You’re not alone. In 2025, visibility on Amazon doesn’t come from keywords alone—it comes from what you do outside the marketplace.

Let’s break down why external traffic is now critical, how it works, where to drive it from, and how Seller Labs can help you optimize every click.

The Visibility Problem Most Sellers Face

Here’s the brutal truth: 70% of Amazon shoppers never scroll past the first page.

No matter how strong your product is, if your listing isn’t ranking high in search results, it may as well not exist. And with Amazon’s A10 algorithm now rewarding more than just on-platform performance, sellers relying only on PPC are hitting a wall.

Want a deeper dive into Amazon’s A10 algorithm?
Check out our full guide on the Amazon A10 Algorithm for 2025 — we break down exactly how it works, what’s changed from A9, and what sellers can do to win more traffic and sales.

What’s Changed—and Why External Traffic Matters Now

Amazon’s algorithm in 2025 looks beyond internal sales and clicks. It now favors listings that demonstrate:

• 🚀 Consistent traffic that converts
• 🌐 External demand signals like branded search terms
• 📈 Sales velocity across multiple channels
• 💬 Authentic engagement, reviews, and follow-up activity

Bottom line: If you’re driving high-quality traffic from outside platforms—and those visitors buy—Amazon rewards you with better rank.

Real Numbers: Why It Works

Let’s look at the data:

• 📈 Sellers using external traffic see up to 25% higher conversion rates compared to internal-only traffic
• 🔁Campaigns using TikTok, Google Ads, or influencers have reported conversion rates as high as 58.6%
• 💸 Amazon’s Brand Referral Bonus rewards sellers driving outside traffic, with some reporting 10%+ sales growth

Even better?
Sellers using Seller Labs are achieving:

• More efficient campaigns
• Better keyword rankings
• Smarter, data-driven advertising decisions
• Enhanced catalog performance through optimization tools

Where Should You Drive Traffic From?

Here are four proven external channels that are working for Amazon sellers right now:

1. Google Search & Shopping Ads

Great for high-intent buyers searching “your brand + Amazon” or competitive product alternatives.

2. TikTok & Instagram Reels

Video product demos, reviews, and influencer posts drive fast, mobile-first conversions—especially for lifestyle, beauty, or trending products.

3. Email & SMS Campaigns

Own your list? Use it. Target past buyers with relaunch campaigns, promotions, or early access to new SKUs—then link directly to your Amazon listing.

4. Affiliate & Creator Funnels

Use Amazon Attribution links to reward content creators or bloggers. Bonus: You can track which partner traffic actually converts.

Why External Traffic Helps You Rank (Even if Your Listing’s Not Perfect)

Amazon’s algorithm values:

• Sales velocity and recency
• Conversion rate
• Listing engagement
• Keyword match and relevancy
• Traffic source quality

Sending traffic that converts tells Amazon:

“This product solves the buyer’s problem.”
And when that happens consistently, Amazon moves your product up.

How Seller Labs Helps Sellers Track & Optimize Every Click

Here’s where it all connects. Driving external traffic is step one—but knowing what’s working is where the real growth happens.

With Seller Labs, you can:

• Use Ad Genius to get smart suggestions on where to increase or reduce spend, helping you improve ACoS and ROAS
• Leverage the Dayparting Heatmap to understand which products and keywords are performing well — so you can double down on what’s converting
• Monitor restock recommendations to avoid running out of inventory on fast-moving products, which helps maintain sales velocity and rank
• Automate post-purchase review requests with Feedback Genius to increase authentic reviews and strengthen long-term listing visibility
• Optimize campaign performance with clear, actionable insights — no more guessing where your budget is best spent

Ready to Rank Smarter (Not Just Spend More)?

In 2025, visibility on Amazon isn’t about doing more—it’s about doing the right things. Driving targeted external traffic is the smartest move sellers can make to climb rankings, control the algorithm, and scale faster.

With Seller Labs, you can:

• See what’s working in real time
• Optimize your campaigns for profit
• Build momentum that Amazon rewards with visibility