Amazon sellers are facing rising PPC costs and increased competition, making it harder to maintain profitability. While Amazon ads are effective, relying solely on them is no longer enough. The solution? Driving external traffic to your Amazon listings.
Amazon rewards sellers who bring in visitors from platforms like Google, YouTube, TikTok, Instagram, and Facebook by boosting their organic rankings. External traffic not only increases conversions but also reduces dependence on Amazon’s rising ad costs.
Let’s break down the best strategies to help you drive more buyers to your products.
1. Leverage Social Media Marketing
Organic Social Traffic
Platforms like TikTok, Instagram, and Facebook are powerful for brand awareness and sending traffic to your Amazon listings. Try these tactics:
- Short-Form Videos – Create TikTok or Instagram Reels showcasing your product in action.
- User-Generated Content (UGC) – Ask customers to share product photos/videos.
- Giveaways & Contests – Engage users while promoting your Amazon listing.
Paid Social Ads
Facebook and Instagram ads allow you to target specific demographics and retarget past visitors who didn’t buy. Use them to:
- Retarget shoppers who viewed your product but didn’t purchase.
- Create lookalike audiences based on your best customers.
- Run time-sensitive promotions to drive urgency and conversions.
Pro Tip:
Amazon Attribution lets you track where your traffic is coming from, so you can refine your strategy.
2. Run Google Ads & Optimize for SEO
Most Amazon sellers ignore Google, but it’s a goldmine for high-intent traffic.
- Google Shopping Ads – Display your product images and pricing in search results.
- Target High-Intent Keywords – Use terms like “best noise-canceling headphones under $100” or “buy [your product] online.”
- Create Blog Content – Write Google-optimized blog posts that link back to your Amazon store.
💡 Amazon prioritizes external traffic, so sellers who use Google Ads & SEO get a ranking boost on Amazon!
3. Work with Influencers & Affiliate Marketers
Influencers and content creators can send massive traffic to your listings through:
- YouTube product reviews
- TikTok & Instagram shoutouts
- Affiliate marketing partnerships
💡 Work with Influencers Using Amazon’s Affiliate Program – Influencers can promote your product using their own Amazon affiliate links and earn commissions on sales they drive. For Example, a well-placed TikTok video can drive significant traffic to your Amazon listing
4. Build a Brand Following & Drive Sales Outside of Amazon
Since Amazon does not share customer email addresses, sellers must build their brand presence outside of Amazon in a way that complies with Amazon’s policies.
How to Grow Your Audience the Right Way:
- Create a valuable brand website or blog with helpful content related to your product niche
- Use a QR code on packaging that leads to a product care guide, how-to blog post, or brand story page.
- Encourage social media follows (TikTok, Instagram, YouTube) where you can engage with potential customers.
How to Keep Customers Engaged:
Once you have a brand email list, use it to:
- Share helpful product tips and guides.
- Announce new product releases.
- Offer exclusive content and behind-the-scenes updates.
- Provide special promotions for your brand website (not directly linked to Amazon).
💡 Why This Works: Instead of driving customers directly back to Amazon, this keeps your audience engaged with your brand—while remaining compliant.
5. Optimize for Amazon’s Brand Referral Bonus
Did you know Amazon pays you for bringing in external traffic?
Through the Brand Referral Bonus Program, you can earn a 10% bonus on every sale that comes from outside Amazon.
How to Qualify:
✅ Be enrolled in Amazon Brand Registry.
✅ Use Amazon Attribution to track traffic from social media, Google, or email campaigns.
Instead of just spending more on ads, you can actually earn extra money for directing traffic to your Amazon listings!
Don’t Rely Only on Amazon PPC
If you want to scale your Amazon business in 2025, external traffic is a must. Diversifying traffic sources reduces ad spend, boosts sales, and improves your chances of winning the Amazon Buy Box and ranking higher in search results.
Ready to maximize your Amazon sales?
Take your external traffic strategies to the next level with Seller Labs. From ad optimization to data-driven insights, we provide the tools you need to scale efficiently.
