Organic Amazon traffic is what all sellers want. But relying on this for 100% of your business is risky, and also missing out on a big opportunity.
If you’re looking for a solution to increase your sales on Amazon, but are only getting customers from Amazon, external traffic might be the answer.
This post explains how external traffic can boost your Amazon sales, and why it’s essential to growing your business.
What is external traffic, and why does it matter?
Using these traffic sources, you’ll be able to drive customers and increase sales, without being solely reliant on Amazon rankings.
Unlike traditional “Amazon deal sites”, this approach lets you get in front of customers that are truly interested in your product, so you can build a long-term relationship with them.
No matter if you’re launching a new product, trying to boost your Amazon sales velocity & Best Sellers Rank (BSR), or if want to build a long-term relationship with your customers, external traffic is an important tool in every Amazon seller’s toolkit.
Three reasons to drive external traffic
You might still be skeptical about external traffic, and that’s alright. After all, you joined Amazon because you didn’t want to worry about all this, right?
It’s fine to lean on Amazon as your main sales channel. The value they bring is the reason so many small, medium and large-sized businesses are on Amazon.
But if you really want to get a step ahead of the competition, you need external traffic. Here are three reasons why.
1. Increase your sales on Amazon
More customers = more sales. Simple.
By adding additional sales channels, you’re more than likely going to increase your overall Amazon sales. More eyes on your product can only be a good thing.
And it gets even better. Sales velocity is one of the key metrics in Amazon’s search algorithm. This means driving more sales velocity from external traffic helps you rank higher too.
You not only enjoy the additional sales from your external traffic channels, you’re also likely going to get an uptick in search rankings, and thus organic Amazon sales too.
2. Build a list for promotions, customer service and asking for reviews
A customer list is a powerful asset for any business. And if you have one, you’re already a step ahead of most Amazon sellers.
Amazon doesn’t let you collect your customers’ contact details. They don’t want you to potentially steal their customers and start selling to them on your own. That’s why it’s against their terms of service to contact Amazon customers outside of Amazon’s communication channels.
If, however, you get in front of customers before they reach Amazon (through external traffic channels), it’s fair game to collect a list.
3. Protect against Amazon suspension
External traffic (and a customer list), helps hedge against the many sellers’ biggest fear: getting kicked off Amazon.
It can happen for almost any reason, at any time. It might not even be something you’ve done.
Amazon’s algorithm has been known to wrongly flag listings or sellers, and take them offline. There’s also the problem of black-hat sellers, who will often target competitors with dirty tactics to try and tear them down.
Whatever the cause, you don’t want to leave yourself vulnerable. Having Amazon as your only sales channel means you could lose everything in a second. Having multiple sales channels, and the experience driving your own traffic, gives you the option to pick the pieces up should anything go wrong.
Creating an Amazon sales funnel that works
Most Amazon sellers driving external traffic make one big mistake. They drive external traffic straight to their product listing.
External traffic is much less likely to buy than Amazon’s internal traffic. The average conversion rate for Amazon is around 13% (even higher for Amazon Prime members). Whereas general e-commerce conversion rates are between 2-3% on
This means you will see lower conversion rates & lower sales.
The key to benefitting from external traffic is to understand that in the short-term, capturing emails is more important than profits. By capturing emails, you can build your own customer list, and build lasting relationships which will pay off tenfold in the future.
So, how do you capture emails? The easiest approach is to create a landing page that offers a discount code (50% off or more) in exchange for an email address.
This leaves us with this sales funnel:
Using a landing page, you can capture emails while boosting your sales velocity. Intrigued? The rest of this article explains how to set up such a campaign. It’s faster & easier than you think.
Step 1: Create single-use promo codes
First, you’ll need to create a batch of single-use promo codes in Amazon Seller Central.
Single-use promo codes can only be used once. They protect your inventory by making sure people can’t order multiple units or share their codes with friends.
If you’ve never set up single-use promos before, you can find instructions here. Tip: If you want to give away 30 units, set up 31 coupons (you’ll want one coupon for testing).
Step 2: Build a landing page
Using our own tool, LandingCube, you can build a landing page for your Amazon listing to deliver single-use coupons, in less than 3 minutes.
First, paste your Amazon product URL into LandingCube.
Now you can configure your Landing Page in our point & click editor. It’s super easy.
Configure your email settings.
Set up conversion tracking.
Upload your promo codes from Amazon & hit publish.
Great – now you have a beautiful landing page that looks great on all devices.
Your prospects will receive an email that looks like this:
That’s it. Before moving on, go ahead and claim a coupon yourself, so you can make sure everything is working.
Step 3: Drive traffic
Now we’ll need to start driving external traffic. You can choose whichever traffic source you’re most comfortable with (Google AdWords, Pinterest, etc…). In this example, we’ll set up a Facebook ad campaign.
First, you’ll need to set up a Facebook page for your business. Without a Facebook page, you won’t be able to run Facebook ads.
This video from our Facebook Ads for Amazon video course goes over how to create your Facebook ad account:
Now, go to the Facebook ads manager, and click Create Ad.
Choose conversions, and give your ad campaign a name.
Now you’ll need to select a conversion event. Choose “Lead” – LandingCube fires this event when your customer enters his email address. (If you don’t see any events here, make sure you’ve set up your pixel and requested a coupon at least once, so Facebook knows of the event.)
Now you want to define your audience targeting. This is the most important part of your Facebook campaign setup. The more you know about your target market, the easier this will be.
If I wanted to sell bodybuilding supplements, I’d probably target like this:
Since I’m selling a “Happy Birthday” plush cat, I’m going to target people like this:
I’m targeting Women aged 18-40, that are interested in Amazon.com, cats, stuffed toys, and that have their birthday coming up.
Set a reasonably low daily budget to start ($5?), and make sure you set an end date that matches the expiration date of your landing page.
I’ll leave most of the other settings to default, and continue to ad creation:
Once you’ve created the ad, hit Confirm, and launch your ad.
Tip: Make sure you disable your campaign once your one-time use coupons run out. LandingCube will email you when you only have 5 coupons left.
Further Reading & Resources
Beginner to driving traffic & sales to Amazon? No problem!
We have a bunch more resources and guides to help you get started, and become a multi-channel pro.
Increase Your Amazon Sales with External Traffic – Final Words
Setting up an external traffic campaign can be surprisingly simple.
Instead of being entirely at Amazon’s mercy, external traffic lets you take back control and build a thriving business that will be around for the long-term.
You’ll be less dependent on
Ready to drive external traffic? You can try LandingCube for free.