All the Tools You Can Use to Drive External Traffic to Amazon

Pattern Data Science

November 20, 2019

In the digital age, there are a plethora of tools available to help eCommerce sellers drive external traffic to their Amazon listings. However, each brand’s digital marketing strategy will be different, and all the tools—both on Amazon and off Amazon—that can help them boost traffic to their product listings are unique as well.

Deciding which tools to have in your eCommerce toolbox plays a large part in the success of your rankings, sales, and overall eCommerce presence. To help you decide which tools you might want to use to increase traffic to your product pages, Pattern’s eCommerce experts dug in and outlined all of the various tools and Amazon marketing services sellers have at their disposal.

It's important that Amazon sellers have a solid strategy in place to drive external traffic to their product listings on Amazon.

Why drive traffic to Amazon?

It’s a valid question, especially when a growing bunch of retailers are keen to use their D2C channels and avoid Amazon’s price-matching chaos altogether. 

However, if you’re already selling on Amazon (or are a new Amazon seller), using advertising and digital marketing to direct traffic to your consumer can actually help you win on the platform (and beyond). The way we see it, there are two overarching advantages to directing traffic directly to Amazon listings.

1. Improve BSR and rankings

The more traffic you have, the more likely Amazon is to boost your Best Seller Rank, and the higher you’ll rank in product searches.

Factors that influence sales rank on Amazon:

  • Availability

  • Price

  • Text match relevancy

  • Sales velocity

The catch here is that a sales velocity is determined by a number of factors, including promotions, advertising, fulfillment, reviews, and more. One of the many ways to increase your sales velocity is to use advertising to direct traffic to your Amazon listings.

However, a word of caution: Amazon also determines rank by conversion rate. You’ll want to make sure that the customers you’re sending to your Amazon listing are ready to convert. Otherwise you’ll have the opposite problem: lots of views but no purchases, and Amazon may punish your keyword rank for it. 

One option is to create a landing page to capture emails and add one more filter to your consumers before they actually get to your Amazon listing. By offering discount codes or other offers on your external promotions, you can be sure that by the time a potential customer gets to your Amazon listing, they're pretty invested in the product and are ready to click "Buy Now." 

2. Beat your competitors

Are you more likely to buy a product with 300+ reviews or 3? Just having more eyeballs on your pages and piggybacking off the 'Zon's reputation can do wonders for your customer retention. After all, 79% of consumers go to Amazon to check reviews before making a purchase.

By directing consumers to your Amazon listings, you can beat your competition by boosting your organic search rankings within Amazon itself. Increasing your Amazon clout can then help you gain more consumer trust and more customers within the platform.

Amazon tools to drive external traffic

Amazon gives sellers a variety of advertising tools to direct traffic to product listings. Here’s a (more or less) comprehensive list of advertising tools you can use within Amazon.

Brands can create an Alexa skill to drive traffic to their Amazon listings.

Create an Alexa skill

"Hey Alexa, help me win the Buy Box." Yep, you can literally teach Alexa to advertise for you. Well, not exactly. But you can code a custom Alexa response to queries of your own creation (ideally to market your product and Amazon listing). 

Buying ad space on Amazon lockers can help push customers to go to Amazon product pages.

Amazon Truck/Locker

Granted you have the cash to buy the ad space, you can advertise your Amazon products on Amazon trucks or Amazon Lockers. While this approach definitely isn’t for everyone, it could prove effective for geographic-specific brands looking to push customers to their Amazon listings.

Amazon's new Treasure Truck offers deals for customers and encourages them to look at brands' Amazon listings.

Treasure Truck

Amazon’s Treasure Truck offers deals to Amazon Prime members and allows them to come pick up their order from the truck, which travels all around. Customers sign up for texts to learn about deals and where the location of the truck is. Utilizing new methods like this to drive external traffic to your Amazon listing isn't the most conventional method, but it could be an effective one with the right audience.

Amazon Fresh allows brands to advertise, similar to Product Display Ads, to increase traffic.

Amazon Fresh

Now you can create Sponsored Ads on Amazon Fresh, Amazon’s online grocery service for Prime members. Similar to Sponsored Ads for products, these ads will show up for products in search. Since Amazon just offered Amazon Fresh delivery for free to Prime members, this looks like a growing opportunity for brands typically found in grocery stores.

You can even drive external traffic to Amazon listings through Prime Video by purchasing banner ads.

Prime Video

You can create video ads for Prime Video. There are two types: In-stream and out-stream. Watchers encounter in-stream video ads either before, after, or during Prime video content. Out-stream ads are displayed much like display ads. These ads can then link to Amazon listings.

Amazon Kindle allows you to buy ads that potentially drive traffic back to Amazon.

Kindle

You can advertise your Amazon listings on Kindle with Special Offers and Sponsored Screensavers. However, Amazon outlines specific creative guidelines that advertisers must adhere to. 

Product Display Ads

As anywhere between 1-5 million customers are browsing Amazon at any given time, Product Display Ads are a great option to drive traffic to your product listing. Of course, this is the option Amazon sellers are most familiar with (along with Sponsored Brands (formerly Headline Search), although these aren’t driving external traffic to Amazon). 

Display ads allow sellers to create ads that follow potential customers, either by geography or demographic. In fact, there are a variety of targeting metrics Amazon uses with Display Ads.

##

How Amazon Advertising can target customers:

  • In-market, where customers who looked at the product in the last 15 days are targeted.

  • Lifestyle, where customers are targeted based on their browsing history.

  • Contextual, where ads are based on what customers are currently looking at.

  • Specific product targeting, where ads can appear based on specific product searches that direct consumers back to Amazon.

The majority of the aforementioned advertising opportunities have a specific cost of entry that Amazon dictates. For example, to use Prime Video ads you must have a minimum spend of $35,000

According to Pattern Advertising Director Tony Morales, one of the advantages of partnering with someone like Pattern means that we have a lower cost of entry to try out these various advertising techniques to drive traffic. Because Pattern works with so many different brands, Pattern has already met Amazon's various spend minimum requirements. 

“We can access those tools at a lower cost of entry point, which means we can test it with $2,000. If it works, we can try it with five, then we can try it with 10—we can make sure everything works and we can slowly build it up,” Morales said.

Using tools to increase your external traffic to your Amazon listing is important if you're going to increase conversion rates.

Off-Amazon tools to drive traffic

Of course, there are a plethora of off-Amazon resources at brands’ disposal to drive external traffic back to their Amazon product listing. 

Email

Using email campaigns to drive traffic to products is a great way to engage customers who are already familiar with your brand and mission.

Social media

Whether you’re targeting organic or paid traffic, Facebook, Instagram, and Youtube are all perfect places to start creating ads to drive traffic back to Amazon. You can also use additional tools like Facebook pixels to track your ad progress on the platform and optimize your conversions.

Search ads

Paying Google and other search engines to show your Amazon listings first in a search can be extremely useful. However, Morales said to remember that Amazon often already buys Google Ads to drive customers to Amazon anyway, so before you invest in Google Ads or Bing or Yahoo, make sure that Amazon isn’t buying up Adwords on your behalf first!

Blog posts

Brands with robust content marketing strategies can use blog posts to their advantage to point traffic to their products. However, if your blog doesn’t have much traffic yet it might be wise to wait before investing too much in this strategy.

Influencer marketing

The advantage of this approach is that influencers (or other brands) already have a built-in audience type that you can tap into. By partnering with influencers or other brand partners to promote your products, you can really dig into niche markets.

In conclusion

There are endless opportunities to drive external traffic to your Amazon product listings. The strategy you choose to implement will highly depend on your audience, your budget, and what tools you have at your disposal.

The best thing about having a partner like Pattern is that we enable brands to tackle many of these opportunities that are normally out-of-budget or too complicated for brands on their own, Morales said. Plus, we’re incentivized to help you succeed (and not at your expense) since we don't make commissions when you spend ad dollars.

“I think what's great about working with a partner like Pattern is we're always going to focus on being a prudent steward of somebody's resources,” Morales explained. “We make money when we sell products, so we certainly want to advertise wisely because it's going to help us sell more and it's good for the brand and it’s good for business.”

If you want to learn more about how Pattern could expand your digital marketing and traffic-driving capabilities, reach out to us below.

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Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Global Ecommerce: Weekly News (20th September 2022)
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Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)