Amazon SEO: How To Drive External Traffic to Amazon Listing

Author: Will Randy

External traffic can come from any platform, not just Amazon. There are many channels for sellers to choose from, including Google, social media marketing, and referral programs.

Although one can be very creative, we will focus on the most tested and proven external traffic sources to bring buyers to Amazon sellers.

Amazon Sponsored Display Ads

Amazon sponsored display ads offer a unique way to attract both internal and outside traffic. They were launched in 2019 and allow advertisers to create display advertisements and have them air on Amazon.

This is essentially an Amazon-designed remarketing platform that allows sellers to target customers who have seen the listing or shown interest in the product category on various platforms and apps.

Although it's not the most popular advertising channel, only 25% of Amazon sellers use this channel, sellers can still experiment with these ads to see unexpected results and face little competition. It's also free from daily budget and minimum bidding restrictions.

Optimize your Search Terms and Listings

Your products must be found in Amazon's search results before consumers can buy them. It is possible to make sure that this happens by providing accurate, detailed, and thoughtful product data. When creating product listings, think about your customers. How will they find it? There are several best practices that can help you identify the right combination of keywords:

  • Do your research. Start by looking for the exact product you are interested in. This will allow you to determine if there are any listings that appear saturated.

  • Amazon's 60 character limit is the best for product titles. Use only the most relevant and precise keywords to describe your brand, product, main features, colors, sizes, and quantity. Do not pay attention to repeated title keywords in your description. These keywords are already taken into consideration by Amazon when it displays search results.

  • Use terms that are relevant for your product only. Search terms that aren't related to your product or brand from third parties are not allowed on Amazon.

  • Hidden keywords can be used where appropriate. You can use abbreviations and synonyms in the optional hidden key field.

Use Amazon Bullet Points

Bullet points are a necessary component of Amazon's product listing. These points are also known as bullet points or highlights. Bullet points are located right next to images in the browser on your desktop.

Why are Amazon Bullet Points so important?

  1. Support customers in making a purchasing decision: Amazon Bullet Points will help you in convincing potential buyers to purchase your product.

  2. Customers rarely scroll past the description of your product. Bullet points, however, concisely and succinctly highlight the most important features of the product.

  3. Indexing: Bullet Points are indexed along with titles and general keywords to Amazon search. Using keywords in bullet points can support boosting your Amazon listing for increased visibility.

Amazon bullet points make up a large part of Amazon listings. These bullet points are applicable to both the Amazon search algorithm as well as the purchase decision process. Amazon recommends that you always write product features from a customer-centric perspective, taking into consideration the Amazon keywords, due to their limited length. Bullet points should be used to answer frequently asked questions. Your product should be attractive to customers and presented as a solution.

Use Amazon Social Media Strategy

Amazon sellers have incredible opportunities to reach customers via social media platforms like Instagram, Twitter, and Facebook. You can also create highly targeted ads through social media marketing, as no one knows your customers better than the social networking sites that have been gathering their information for years.

You can also make influencer marketing a part of your Amazon marketing strategy by using these social media platforms. Influencer marketing is the practice of paying prominent social media users to promote your product. Although it was more difficult to prepare than a typical PPC campaign, influencer marketing is a lucrative avenue to explore.

You want to offer free shipping and low prices: Although you don't want a price war, it is important to set your prices as low as you can to get started. Even if your sales are not growing, you can still make a profit by keeping your prices lower than the rest. According to the author, keeping your prices low can help you get into Amazon's "Buy Box," which leads to more sales.

You can also offer free shipping to make sure your price is the lowest. If the cost of shipping is prohibitive, you may be able to offer free shipping.

Improve product discoverability

Your first step to selling success is to ensure your product appears in search results for your target customers.

Keywords are a key part of getting products discovered. Amazon offers other methods to rank products in the SERPs.

Here is Amazon's official statement about their algorithm:

Our work starts before a customer types in a query. Before the customer makes a search, we analyze data and observe traffic patterns. We index the text that describes each product in our catalog.

Amazon isn't a seller-oriented website. Instead, it focuses SERPs only on the products and not sellers.

Google ranks pages based on which queries they are most likely to answer. Amazon ranks pages differently from Google. Amazon displays results based on which products the searcher is most likely to buy when it comes to Amazon.

Amazon should be able to identify whether your product is relevant

This determines whether the product page is relevant to a customer's search for it. This can be done by using your page content (such as bullet points and descriptions) or hidden-search terms that you have included in your product flat-file to help determine the relevance of your product page.

Third-party sellers will need to find more ways to succeed as Amazon becomes more competitive.

You have another channel for bringing in sales. External traffic also allows you to rank higher and make more organically.

You can also drive your own traffic, which is a great asset to your brand's growth and protection.

You can create a sales funnel to your external traffic and reap the benefits of off Amazon channels. This will give your business an edge.