The Ultimate Guide to External Traffic for Amazon Sellers
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 in 2026.
While Amazon PPC costs continue to rise, smart sellers are pivoting to off-Amazon traffic sources to build sustainable brands. By diversifying your traffic, you not only lower your blended ACOS but also build an asset you actually own: a direct audience.
Why External Traffic Matters
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.
The “Influencer Bridge” works by leveraging the trust and reach of niche content creators. Instead of interrupting users with ads, you integrate your product into content they are already consuming. This warms up the traffic before they ever land on your Amazon listing, resulting in significantly higher conversion rates.
+ Brand Referral Bonus
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Start Finding Creators FreeHere 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 than macro-influencers. Focus on engagement rate over follower count - a 5% engagement rate on 10k followers is worth more than 0.5% on 100k.
Send Product (Seeding)
Send them your product for free. Don't demand a post; ask for feedback. This builds genuine relationships and better content. If the product is high-value, it's fair to ask for a usage video in exchange, but keep the initial outreach low-pressure to increase acceptance rates.
Affiliate Links
Give them a specific Amazon Attribution link so you can track sales and earn the Referral Bonus.
Common 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. Consistency is key. By owning your traffic sources, you build a brand that isn't dependent solely on Amazon's algorithm updates.