External traffic to Amazon Listing

[William Paul]

Amazon recently introduced the Brand Referral Bonus Program. The program rewards brands by returning an average of 10% per sale from traffic they have driven to Amazon.

For the Amazon sellers here:
- Do you drive external traffic to your listings?
- What methods do you use?
- What pain points have you faced while doing so?

 

[WebDesires]

If you can sell elsewhere why would you drive your sale to amazon? The fees and rules they have are ridiculous, not worth that 10% in my book.

 

[William Paul]

The main motivation would be to drive growth on the Amazon marketplace. More attributable sales would improve a product's performance and have a knock-on effect on search rank.

I agree you could direct the traffic to your own storefront and avert Amazon fees entirely. But if you're focused on Amazon growth, external traffic looks to be a useful strategy.

 

[Mister B]

The main motivation would be to drive growth on the Amazon marketplace. More attributable sales would improve a product's performance and have a knock-on effect on search rank.

I agree you could direct the traffic to your own storefront and avert Amazon fees entirely. But if you're focused on Amazon growth, external traffic looks to be a useful strategy.

It all depends on your key business objectives.

We trade successfully on Amazon but for the life of me cannot understand why people would drive traffic to Amazon instead of their own site. Ok, I get that they want to boost or maintain their rankings but why direct customers to a marketplace full of competition that retains the customer and will screw you at the drop of a hat. They are simply building a business over which they have minimal control and one that is built on shifting sands.

We would never entertain directing traffic to Amazon. There's a big enough world out there full of opportunities-it may be a little harder, but the long term outcome is more attractive.

 

[AlanJ1]

It all depends on your key business objectives.

We trade successfully on Amazon but for the life of me cannot understand why people would drive traffic to Amazon instead of their own site. Ok, I get that they want to boost or maintain their rankings but why direct customers to a marketplace full of competition that retains the customer and will screw you at the drop of a hat. They are simply building a business over which they have minimal control and one that is built on shifting sands.

We would never entertain directing traffic to Amazon. There's a big enough world out there full of opportunities-it may be a little harder, but the long term outcome is more attractive.

I agree and disagree with you on this.

Amazon's algorithm LOVES traffic from outside sources. Your BSR rankings massively increase because of it so the short-term gains are huge.

Long-term your own website, retaining the customer and having much more control is obviously better.

 

[William Paul]

I agree and disagree with you on this.

Amazon's algorithm LOVES traffic from outside sources. Your BSR rankings massively increase because of it so the short-term gains are huge.

Long-term your own website, retaining the customer and having much more control is obviously better.

Can I ask what ways have you effectively driven external traffic to Amazon in the past?

 

[AlanJ1]

Can I ask what ways have you effectively driven external traffic to Amazon in the past?

Email campaigns and FB Ads.

Although we don't anymore as we are growing our sites (and we do well enough on Amazon with there ads) it can be beneficial at certain times of the year.

 

[William Paul]

Email campaigns and FB Ads.

Although we don't anymore as we are growing our sites (and we do well enough on Amazon with there ads) it can be beneficial at certain times of the year.

Would you link to the product page directly or use some kind of intermediary like a landing page or link shortener?

 

[AlanJ1]

Would you link to the product page directly or use some kind of intermediary like a landing page or link shortener?

Both depending what you want to do. Linking to a landing page will convert much lower than direct to Amazon (more clicks).

Amazon's "Measure non-Amazon ads" is a good tool.

 

[William Paul]

Both depending what you want to do. Linking to a landing page will convert much lower than direct to Amazon (more clicks).

Amazon's "Measure non-Amazon ads" is a good tool.

I'll check it out. Cheers!