3 Little Known External Traffic Types That Will Boost Sales & Rank For Your Amazon FBA Business

By The SPS Commerce Team, The SPS Commerce Team

Last Updated August 28, 2023

4 min read

In the dynamic world of selling on Amazon, achieving success goes beyond mere Listing Optimization and product quality. To truly excel and increase ranks and profits for your Amazon FBA business, it is essential to tap into the potential of external traffic.

In this article, we will explore the critical role of external traffic for businesses on Amazon, emphasizing the strategic value of Retargeting and utilizing best-in-class software to streamline campaigns and optimize Ad Spend.

Use External Traffic to Drive Amazon Rank and Conversions

External traffic is a critical trigger for Amazon merchants to increase their reach and sales. Sellers can attract new customers and raise brand exposure outside the Amazon platform by harnessing external sources of traffic, resulting in new revenue streams.

External traffic also plays a crucial role in Search Engine Optimization (SEO) and can positively impact your product rankings on Amazon.

Boost Rank with External Traffic: How it Works

Your product ranking is determined by Amazon’s algorithm. While the exact details are a mystery, we know that an increase in sales, conversion, and engagement with your listings can help improve your ranking. And driving external traffic can help with each of these factors.

So, what do we mean by external traffic? Let’s dive in.

External traffic can be categorized into three primary types: Earned, Mixed/Mid-Tier, and Paid.

Earned traffic
is the result of organic efforts that generate buzz and attention for your brand. This category includes various channels such as:
- Influencer recommendations: from social media influencers or industry experts.
- Seeded blogs: articles or blog posts that feature your products organically.
- Customer reviews: positive reviews and testimonials from satisfied customers.
- Press coverage: write-ups in reputable media outlets
Mixed or Mid-tier traffic
involves a combination of organic efforts and promotional initiatives. Examples of this category include:
- White-listed ads: advertisements on trusted platforms with targeted audiences
- Affiliate links with bonus commission: Partnerships with affiliates who promote your products for a higher commission.
Paid traffic
encompasses targeted advertising campaigns that involve monetary investment. The most common sources of paid traffic include:
- Google ads: ads displayed on the Google search engine or the Google Display Network.
- Other ad platforms: advertising on platforms such as Facebook, Instagram, TikTok or LinkedIn.

Stay Top of Mind with Retargeting

Retargeting is a game-changer for external traffic strategies. It involves re-engaging potential customers who have previously shown interest in your products.

Retargeting works by embedding a pixel or code snippet on your website, which enables you to track visitors and show them tailored ads as they navigate other websites or social media platforms.

This approach increases the likelihood of conversions by reaching out to customers who are already familiar with your brand. It has been shown to help keep products at the forefront of a potential customer’s mind, lowering the chances of a lost sale through external distractions or forgetfulness.

Retargeting can help grow your customer base on more than just Amazon, too. Many customers prefer to purchase through Amazon since it is a familiar and trusted marketplace, but once they have purchased your product, you can retarget them to help boost your DTC revenue as well.

Retargeting operates on two levels: technical and strategic.

Technically, it involves placing pixels, tracking codes, and utilizing ad platforms to deliver personalized ads.
Strategically, it allows you to reinforce your brand message, showcase product benefits, and address any concerns or hesitations customers may have.

Even though retargeting is a proven strategy for boosting conversion rates and organic traffic, many Amazon sellers are under-leveraging their retargeting potential.

From One User Giant to Another

Google ad campaigns have a major impact on Amazon ranking. Other well-known platforms such as Meta sites, and TikTok, also hold more value than smaller sites, including blogs and the like.

Launching successful Google ad campaigns requires careful optimization and timing. By leveraging Google ads correctly, you can target potential customers who are actively searching for information or products similar to yours. Strategically linking these ads to your Amazon listings can drive high-intent traffic directly to your product pages.

At the same time, optimizing your product listings on Amazon and aligning them with your ad campaigns will create a more cohesive brand appearance and enhance the overall impact of your external traffic efforts.

External Traffic: Using Off-Amazon Traffic to Succeed on Amazon

By using retargeting strategies and multichannel advertising to drive external traffic, businesses can increase on-Amazon conversions with off-Amazon campaigns. Moreover, driving external traffic to Amazon can increase Amazon rank and create new revenue streams for potential customers.