That’s why you started an Amazon store and one of the major reasons you run ads too.
As you well know, there are different ways to make organic sales such as optimizing your title, adding keywords, using repricing tools, and more.
But for any of them to work, you need to be able to drive traffic to your Amazon listing.
How do you do that?
That’s what we talk about in this guide.
It’ll be an in-depth look into:
- Steps to get more internal traffic
- Different strategies to drive external traffic
The light just turned green so let’s go!
Table of Contents
4 Steps to Get More Traffic to Your Amazon Listing
Amazon already has different features that can help your marketing campaigns, so why do you need more?
For starters, the competition on the site is high. There are so many sellers like you vying to capture the buyer’s attention.
Plus, getting more traffic means you’re ready to scale your business and increase the number of sales you make.
Step #1: Analyze your competition
The first thing you wanna do is figure out what your direct competitors are doing. This involves asking questions such as:
- What are they doing right?
- How can you replicate it in your business?
- Can you improve on it too?
It’s in-depth research of other Amazon sellers to highlight what you’ve been missing and need to start doing.
So, how can you analyze your competitors?
You need to begin by knowing who they are in the first place.
Here’s how you can do that:
- Carry out keyword research: You can either use your intuition to figure out what buyers would likely search for or use a keyword tool to create a list of keywords you need to target.
- Search for competitors: With the keywords you’ve identified, initiate an organic search on search engines and look up your competitors’ products on display.
Go through all of their Amazon product listings and repeat this for all of the keywords arising from your research.
- Compile a list: You want to organize the list of competitors in such a way that you can do detailed research.
- Divide them into three categories: Primary sellers who sell the same thing as you, secondary sellers who sell similar products, and tertiary sellers whose products are somewhat similar to yours.
At the end of the day, you’ll have:
- A list of competitors you can analyze
- A list of products they sell
- Their strengths and weaknesses
- Creatives they use
- Keywords they use
Step #2: Use the right keywords
Keywords are terms or words that users type into search engines to find what they’re looking for.
In turn, businesses use these keywords when creating headings or descriptions so their products pop up when users enter a search query using related keywords.
By adding keywords, you can drive traffic to your Amazon listing organically.
Whenever people type those words, your Amazon store will be among the first they will see.
So what are the right keywords and how do you find them?
The right keywords are those that:
- Have search traffic potential: how many people are searching those keywords?
- Have business potential: will they be lucrative for your business?
- Match the searchers’ intent
- Rank highly: words or phrases with a high keyword ranking
We spoke about how you can find the right keywords in the previous section, but let’s shed some more light on that.
- Look for products that complement your products: in other words, you frequently see them bought together. By doing this, there’s a good chance that you will find additional keywords that you can incorporate into your title or description.
- Enter a search query into the search bar on Amazon: as you begin to type in a word, you will see product suggestions pop up. Those are free keywords you can use to drive traffic to your listing. You can use Google search in the same way.
- Use a keyword research tool: you may have to pay for this service in some cases, but it’s a great way to find the right keywords to use.
“Where would I use these keywords? Would I be creating articles or other forms of content outside of Amazon?”
Those are great questions to ask and you can create additional content. But for your Amazon listing, keywords would be used primarily in your product title and product description.
Step #3: Ensure product discoverability
Product discoverability refers to how potential customers can discover your product on Amazon.
You’ll agree that the only way customers can visit your storefront and buy from you is if they see what you’re selling.
In other words, as they type in search entries it won’t be difficult for them to discover your products in Amazon’s marketplace.
To boost your Amazon ranking and ensure that your product is discoverable, you need to understand what those customers are searching for (search intent) and align your products in such a way that they will be relevant to their search.
How do you do that?
We’re way ahead of you...
According to Amazon, you need to focus on:
- Product detail page: Because every word in the product name can be used to initiate a search, you want to give a detailed description of your product, not just a couple of words.
- Title: A 60-character title is recommended if you want to grab a shopper’s attention.
- Keyword: We’ve spoken a lot about keywords, but you can also add some to an Amazon standard identification number’s (ASIN) catalog data to describe your product.
- Search terms: You can use generic search terms to improve the chances of your products being seen.
Step #4: Optimize your product listing pages
Listing optimization improves your best-seller rank and allows you to rank higher in Amazon search results.
That, in turn, increases your product sales.
Optimization touches on a few crucial things:
- It will help you rank for terms that buyers search for
- It’s great for Amazon SEO
- It will help you increase your conversion rates
Let’s run through what needs to be considered if you want to optimize your product.
Product images: They need to be of high quality with persuasion triggers.
Product title: As stated above, you can use up to 60 characters for the title, keywords, and any other important information that can fit in.
Product description: If this is constructed properly, it can improve the chances of customers buying your product.
You need to talk about what makes your product special, how it’s different from your competitors’ products, and what value buyers get from using it.
Product features: You want to talk about the most outstanding features using bullet points and a little splash of keywords.
Product reviews: Encourage customers to drop a review on your product listing page. Amazon Reviewers Program and Request a Review are options you can consider.
To organically improve your review rating, improve your customer service and you can remove fake reviews and those that did not relate to your product in itself.
Search terms: They’re keywords and it’s shown in the backend of the listing page. You need to include your keywords at least once on each line.
User engagement: It can be difficult to do this on Amazon but not impossible. You can use similar products to maintain interest in your page and slow the exit rate.
All of these steps can help drive internal traffic to your page.
Up next, we’ll look at how you can get more people from external traffic sources to visit your Amazon listing.
Best 7 Ways to Drive External Traffic to Your Amazon Listing
If you’ve used Amazon Ads’ features to drive traffic to your listing page and love its algorithm, there’s still room for more.
According to a consumer trends report, 74% of consumers begin their search on Amazon.
You know what that means?
The other 26% begin their searches outside of Amazon.
Essentially, there’s an untapped market just waiting for you.
In this section, we will look at 7 ways you can drive traffic to your listing from outside of Amazon.
1. Run Facebook ads
With close to 3 billion active users as of the second quarter of 2022, Facebook is one of the top places where eCommerce businesses can drive traffic to their listing pages.
That’s not all, the average daily time users spend on the app is about 33 minutes.
In other words, you have the opportunity to place your product in front of thousands of people.
Perhaps that’s one of the reasons why over 90% of marketers use Facebook for advertising.
Facebook advertising is an effective marketing tool that allows businesses to specifically target people who will be interested in their products.
You can target people based on their demographic groups, passions, and more.
Facebook will display ads in users' news and video feeds, the marketplace, stories, and the right column, so they visit your store while they scroll through.
The screenshot from Thrive Natural Care is a good example of how your ads can look on Facebook.
Running ads on Facebook for your Amazon products is no different from advertising your website there. In this case, your Amazon page is your website.
It’s good practice for the ads to send readers to a product landing page before directing them to your store, where you can put together an email list.
You can then use that list to launch an email marketing campaign.
2. Run Instagram ads
You can create ads to run on Instagram in almost the same way as on Facebook.
Running ads on both sites can increase the number of visitors that visit your Amazon listing page and impact your Amazon FBA sales.
It’s one of the popular social media sites on which to advertise your Amazon business if you’re targeting millennials and Gen Z.
You’re free to be as creative as you want as Instagram allows different media types.
To run sponsored ads on Instagram, you need to have an IG business account and have it linked to your Facebook business manager.
Then, you can create captivating images and videos that you can upload as regular posts or boost for more reach.
The regular posts are to drive engagement on the app and get people to know more about your brand/products.
Your audience can save the media for later and buy at their convenience or purchase immediately.
You can also leverage influencer marketing where you collaborate with influencers in your niche to promote your products.
Whenever influencers endorse your new products, there’s a good chance that you’ll have an influx of people visiting your listing.
If you decide to boost (which you should), your ads will be seen in the user’s Instagram feed, stories, reels, and IGTV.
The screenshot above shows a good example of an Amazon product ad on Instagram. Abercrombie partnered with an influencer, Kris Marie, to show off products to her audience.
3. Run TikTok ads
TikTok is one of the most fun social media platforms to run ads on.
Users on the site are very engaging making it very easy for eCommerce brands to advertise their products there.
It has over 1 billion active users which is pretty impressive considering how long TikTok has been in the game.
Reports have shown that users in key markets such as the US and the UK spend around 24 hours watching TikTok content every month.
That’s more time spent on the video-sharing app than on YouTube.
Do you know what that means for your business?
Your content can be among that being regularly viewed and engaged with.
It can be content posted directly to your page, uploaded by regular users, or posted as an ad.
There’s so much to gain from running ads on TikTok.
72% of users find ads on TikTok more inspiring than on any other social site.
Studies have also shown that 56% of users and 67% of creators feel close to brands that upload authentic content.
‘Authentic content’ is another term for ‘user-generated content’ which is when you collaborate with creators to create content for you.
One of the major reasons users like this is because they can relate to it and the content does not look ‘salesy.’
Just like this screenshot below:
It’s an ad but looks far from it if you don’t look closely.
Users can share it with their friends and wouldn’t hesitate to visit your listing page.
TikTok recently introduced a new kind of ad (spark ads) that allows brands to boost their authentic content.
That’s different from the different types of TikTok ads available.
Essentially, ads on TikTok can increase the amount of Amazon traffic you get on your listing page.
4. Run Amazon ads on third-party websites
Running ads on third-party websites means placing ads on different websites that aren’t Amazon’s or on social media platforms.
Third-party websites run ads for retailers on their website so that the retailers don’t have to worry about it.
You can target customers based on their interests, their location, and other metrics.
This advertising option is a great option to drive traffic because you have access to a wide range of audiences.
Essentially, these third-party websites would have users who:
- May not be interested in your product
- Weren’t looking for it
- Didn’t know they needed it.
People who fall into the last two categories would probably not have been searching for your product.
By placing ads on different websites, they get to see your product on display and may end up visiting your store on Amazon.
5. Work with (Amazon) influencers
Influencers are social media users who are considered to be experts or influential in their industry and who have a good number of followers.
That brings us to another way you drive external traffic to your listing page…working with Amazon influencers.
They are content creators who promote Amazon brands to their followers and earn commissions as an affiliate.
Ashley is an example of an Amazon influencer.
She's got over 23k followers on TikTok and regularly promotes Amazon products on her page.
If your product is great (which we know it is!) Amazon creators and influencers will recommend it to their followers who are most likely to pay your store a visit.
Studies have shown this over and over again.
Over 60% of consumers have said they trust the words of influencers about a product more than the brand itself.
In other words, you’ll be missing out on a huge number of customers if you’re not working with an influencer.
There are two more reasons why this collaboration would a great addition to your marketing strategy:
- A program on Amazon (Amazon Influencer Program) helps you find people to work with.
- Amazon influencers earn affiliate commissions when customers make purchases.
6. Invest in UGC for Amazon ads
User-generated content is a kind of content created by users and posted on their social platforms. It’s content related to a brand but not created by the brand.
A good example is this video from TherapICE.
TherapICE got a TikTok user to showcase how their product is being used.
UGC is authentic, engaging, and less salesy making it easily shareable by anyone who sees it.
You can use user-generated content for your Amazon marketing campaigns and Insense is here for it.
We’ve got a wide range of creators who have experience creating successful content for various eCommerce brands.
Simply put, you can scale your traffic with Insense.
Now, why should you invest in UGC?
For starters, it’s great for social proof.
When people see content about your product from real users or customers, it makes them see it in a new light.
They get to see all the features and benefits they’ve probably read on display.
Another example of UGC is the famous #tiktokmademebuyit hashtag on TikTok.
It has over 18 billion views with around 49% of users saying they’ve bought a product after seeing it advertised on TikTok.
Imagine how much traffic would come your way if you invest in UGC for your Amazon products.
7. Use affiliate marketing
Affiliate marketing is a term you’re probably very familiar with.
It’s a form of performance marketing where a publisher earns commissions from a product by promoting it.
Essentially, you someone else takes care of bringing traffic to your page and you don’t have to bother about paying them directly.
That’s where the commissions come in and it’s a win-win situation.
The marketer makes money when they promote your Amazon product – like referrals.
Amazon has a program for this and it’s called Amazon Associates.
The affiliates have the traffic and you need it – it's a mutually beneficial partnership.
Why should you use Amazon affiliate marketing?
It takes away the stress of strategizing and planning how to market your product.
This, in turn, frees up time for you to work on your business and product to make it the best version it can be.
It’s time, let’s wrap up!
Now Over to You
Welcome to the end of this guide!
It was a long read and we hope it was worth it.
We’re pretty confident that you now know what to do if you wanna drive external traffic to your product page.
Just like we mentioned above, our team of creators is available if you want UGC to scale your traffic.
In any case, feel free to book a demo with a member of our team.
You can also head over to our blog to learn about different proven ways to promote your Amazon products and business with your user-generated content.
Thanks for stopping by!