2-Step URLs: How To Rank #1 For Any Keyword on Amazon

What is a 2-Step URL?

A 2-Step URL replicates a search for a specific keyword when you send someone to your product listing.

2-Step URLs do exactly as the name says. You send customers to your product listing in two steps.

First, they land on a search result page for your target keyword. Then the customer clicks through to your product listing, as if they searched for that keyword and found your product themselves.

This sends a signal to Amazon that your product is a popular choice for the given keyword, and the search algorithm ranks your product higher as a result.

Your 2-Step URL will look something like this:

https://www.amazon.com/s?k=outdoor+security+camera&me=AR48RXJ5DG4VX&ref=nb_sb_noss

This will bring up a search for “security camera” in this company’s storefront. You’ll see the keywords used for the search embedded in the URL.

The string of numbers after “me=” is the seller ID (or merchant ID).

If the shopper makes a purchase through that link, Amazon’s algorithm will see it as the result of an organic search. Thus increasing your product’s rank in future searches for that search term.

How do I create a 2-Step Storefront URL?

It takes less than a minute to find your storefront URL, and make a URL that replicates the search term you desire.

First, go to your Amazon storefront. Here’s how to get there: go to one of your product listings and click on your store name’s link. Either right under your title, or by where it says “Sold by.” Then click on your Amazon seller name.

[You may have to log out of your seller account to be able to access your storefront. Amazon will only show items in a storefront page that you are able to purchase. This means if you are in a country they don’t deliver to, or you are the seller of those products, they won’t show.]

From this page, click on the link to your storefront.

This will take you through to a page with all your active listings. Now put your targeted keyword in the search bar at the top. You’ll notice that instead of searching within a specific department, the search is now within only your Amazon store.

Once you search for your keyword within your Amazon storefront, you’ll have your 2-Step URL. If you have more than one product appearing for the same keyword, you might want to narrow the search even further to show only your desired listing.

Do this by adding the product ASIN at the end of the URL. After the keyword(s), add “&field-asin=[yourASIN]”.

The result will be a search, within your storefront, for a specific search term, isolated to the ASIN you specified.

Alternative 2-Step URLs

A storefront URL is the most common to use, as it reduces the chances that your customer could accidentally buy someone else’s product. However there are different variations of the 2-Step URL, which some sellers find more or less effective.

2-Step Brand URL

The brand URL works the same way, except the search is within the brand search page. This may or not be the same name as your store, however the brand page appears differently to the storefront page.

In this example, the brand is “Nintendo”:

A 2-Step brand URL with keywords will bring up a search results page like this:

As for how to create a brand URL, it’s a little trickier than a storefront URL. Since Amazon won’t let you do a manual search confined to the brand page, you won’t be able to replicate this URL on your own. Rather, you will need a service or software to automate this search (luckily, LandingCube’s URL builder does just that!)

Field-ASIN URL

This 2-Step URL confines a keyword search to a particular ASIN. As with other variants of the 2-Step URL, a click from this page will result in an organic clickthrough, containing your chosen search term.

Take this example:

https://www.amazon.com/s/?keywords=smash+bros&ie=UTF8&field-asin=B00O9GPAVU&rh=i:aps,ssx:relevance

This is effective as it ensures your ASIN is the only one that will show up on the results page. Further reducing the chance of your customer clicking and buying a different product.

To create a field-ASIN URL, copy the format above. All you need to change are the bolded terms (keywords, and ASIN). Be sure to include a “+” sign in between if your keyword has multiple words.

How to Boost Your Rankings Using 2-Step URLs

Finding your 2-Step URL is not hard. But how do you actually use 2-Step URLs to boost your rankings?

You’ll need to send traffic (customers) to your 2-Step keyword URL. If you get a lot of sales coming through a specific keyword, your product will move up in rank for it.

Here’s how to use 2-Step URLs in a product launch or targeting ranking campaign.

Step One: Keyword Research

The first step is to decide which keyword(s) to target.

This should be a core part of setting up and optimizing your listing in the first place. You should already have a collection of search terms relevant to your product, with a lot of search volume.

If you haven’t done this step yet, use a tool like Jungle Scout or ZonGuru to find the best keyword opportunities.

Choose which keyword you want to go after. You’ll generally want to target the highest volume keywords that you are not yet ranking #1 for.

You can choose multiple keywords, rotating which links are shown to your customers, but don’t use too many, as it will be hard to get enough traffic to each one. Focus on 1-2 at a time.

Step Two: Make Your 2-Step URL(s)

Next, set up your URLs you’re going to use for this campaign.

The best thing to do here is combine it with a link shortener, like LandingCube’s link management tool. This lets you plug your 2-step URL in and shorten it to a clean, brandable URL.

Step Three: Send Traffic

Finally, you need to send traffic to your 2-Step keyword URL.

This will have to be traffic from outside Amazon – you’re not allowed to send marketing material to people on Amazon. So you may need to take some time to learn how to use external traffic sources effectively.

Common traffic sources include:

• Facebook Ads
• Google Ads
• Pinterest
• Other social media platforms (paid/organic)
• Your website
• Email
• Links on packaging and product inserts

It’s most common to use Facebook Ads or Google Ads for a campaign like this.

You don’t just want to send traffic to your links haphazardly. If you send a lot of low-intent, non-converting traffic, you could hurt your product’s conversion rate, and actually end up with lower rankings.

We advise you to “warm up” your traffic first. When you run a Facebook or Google Ads campaign, create a landing page for your product, and direct your ads to this page.

This serves to filter out anyone who is not yet ready to buy, or not really interested in your product.

The link to buy your product from the landing page will be your 2-Step URL, eventually leading to your product listing.

With this method, you can be sure that anyone making it to your listing is in buy-now mode, and will likely convert to a sale.

Click here for a full guide on how to send off-Amazon traffic to your products.