Driving external traffic to Amazon is no longer just a "nice to have"—it's a critical strategy for dominating your category and launching new products.
Why External Traffic Matters in 2025
Amazon's A9 algorithm loves sales velocity, but it loves external sales velocity even more. When you bring a customer from TikTok, Instagram, or a blog to Amazon, you are doing Amazon a favor. In return, Amazon rewards you with:
- Higher Organic Rankings: External traffic signals that your product is popular off-platform.
- Brand Referral Bonus: Amazon actually pays you back ~10% of sales generated from external traffic tags.
- Diversified Risk: Relying 100% on Amazon PPC is dangerous. Owning your traffic sources builds a moat.
The "Influencer Bridge" Strategy
The most effective way to drive external traffic isn't Facebook Ads—it's creators. Why? Because social platforms suppress links in ads, but they boost engaging organic content.
Here is the winning formula:
- Find Micro-Influencers: Look for creators with 10k-100k followers in your specific niche. They have higher engagement and lower costs.
- Send Product (Seeding): Send them your product for free. Don't demand a post; ask for feedback.
- Affiliate Links: Give them a specific Amazon Attribution link so you can track sales and earn the Referral Bonus.
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Start Finding Creators FreeCommon Mistakes to Avoid
Direct Linking without Attribution
Always use Amazon Attribution tags. Without them, you're flying blind and missing out on the 10% bonus.
Ignoring "Video" Content
Static images don't convert like they used to. Short-form video (TikTok/Reels) is the highest converting medium right now.
Conclusion
External traffic is the lever that can move a stagnant listing to the top of page 1. Start small, build relationships with creators, and track everything.