What you’ll learn
Who doesn’t want to increase traffic to Amazon listing? Given the prominence and unparalleled power that Amazon wields as far as the e-commerce industry is concerned, establishing tactics and techniques on how to drive both internal and outside traffic to your Amazon listing is one of the first steps to becoming a professional seller.
Driving traffic to your listing is easier said than done, and the reason is not far-fetched. There are more than 12 million products listed on the Amazon Marketplace for local and global marketplaces, therefore, it can become a herculean task for a new seller to gain traction and visibility on the Amazon Marketplace.
While it might be difficult for a new seller to gain visibility and traction on the market, the reality is that it is not impossible to achieve this feat. By utilizing a combination of the right tactics and techniques, Amazon third-party sellers can drive traffic to their listings and also increase their conversion rate.
To help you drive traffic to your listing, here are 4 proven tactics that have worked for top sellers on Amazon and online businesses. The tactics that we will show you will also help you improve your eCommerce sales, visibility, as well as your bottom line.
Let’s dive in!
4 Proven Tactics to Drive Traffic to Your Amazon Listings
#1. Scope Out Your Competition
Understanding your competitors strategy that would otherwise take money, time, and mistakes to learn is the very first step you should take if you are looking to drive traffic to your Amazon listing.
Looking at your competitors Amazon listing page gives you the opportunity to determine what customers want and don’t want. It also gives you the opportunity to see which products are collecting digital dust and those products that are flying off the shelf.
By reviewing your competitors’ pages, you will learn which products you should carry, how to market the products, whether a listing optimization could produce better results, and how to market the message to the consumer.
An excellent way to do this is to go through the customer reviews. In today’s digital age, customers have become so confident to share their opinion about a particular product or brand, particularly if they are not satisfied with the product.
Go through the reviews to understand what customers are complaining about and what they love. This process will reveal the inefficiencies in specific product types and the exact expectations that customers have about their go-to brands.
Scoping out your competitors will enable you to see the specific mistakes that your customers have made and also help you to stay clear of such mistakes in your own business.
- Are customers complaining about the way and manner a particular product is packaged?
- Are they unsatisfied because of the price of a particular product?
- Are they comparing the features of the product to a similar product they have used previously?
You may also want to go through the customer question and answer section to enable you to see what’s going on in your prospective customers’ minds.
The Q&A section can be a gold mine when it comes to writing your product descriptions and FAQs which we also cover in detail in our mega Amazon listing optimization guide.
#2. Select the Right Keywords
Selecting the best keywords to include in your product titles and product descriptions can improve your ranking and increase your sales and bottom line. Here are some of the ways to select the best keywords for your Amazon listing:
Harness Amazon Data
Amazon data is what buyers are usually searching for to find their favorite products. There are different ways to access this data even though Amazon doesn’t publish it to the public. As a seller you have access to:
- Using the search term report for sponsored products
- Brand analytics
- Amazon’s new product opportunity explorer
- Amazon search bar
- Third-party keyword tools
Get valuable keywords by typing a word in the Amazon search bar. By default, Amazon provides suggestions based on previous customer service. This gives you an idea of what customers are searching for. Plus, you can make use of Google’s free Keyword Planner to harvest lucrative keywords.
All you need is to enter different keywords that are closely related to your products and then go through the list of suggested keyboards in the drop-down menu and put any keyword that you find relevant in your hidden search-terms field from your seller central backend. For more details on PPC and keywords, refer to our Amazon PPC guide.
The best way for buyers to easily locate your product on Amazon is through customer searches; therefore, it is important for you to harvest the best keywords for your products. After gathering all the best possible keywords for your product, you can narrow down the list to about 10 keywords so that you can rank on Amazon’s Search Engine Results Pages (SERPs). You can do the same thing with Google using a SERP scraper API.
#3. Improve Product Discoverability
Product discoverability is a massive factor. Even though keywords play an important role in the discoverability of your products, there are still other ways that Amazon uses to rank products in the SERPs.
Below, you will learn the changes that you can make to your listing so that your products will have a chance to be discovered by happy shoppers.
Make Sure Amazon Knows Your Product Is Relevant
Amazon decides whether or not your product page is relevant to a customer search the very moment a customer hits the search bar. There are so many ways that Amazon uses to determine this, including using your page content like descriptions, bullet points, or titles.
Show Amazon Your Product Will Convert
One of the main ways that Amazon relies on to determine whether or not a product will rank is to track the sales velocity and history of the products. This data suggests to Amazon whether a product will result in sales and retail revenue for them. You can change your sales velocity even though it’s impossible to adjust your sales history. If your sales velocity surges, it will signal Amazon that your product is now becoming relevant and popular and thus they will rank your listing. So how do you increase your sales velocity to generate sales? It’s simple, some quick suggestions on how to do this are:
- Use a repricing tool to maximize buy Box ownership.
- Lower your sales price for a quick boost and later increase the price.
- Double your sponsored ad budget, especially for relevant keywords.
- Improve your image quality and design.
- Add a product video to your listing.
Let Amazon Know Your Product Can Be Shipped On Time
Amazon places a strong emphasis on hassle-free shipping, and the reason for this is not far-fetched. Amazon understands that fast and hassle-free shipping is what customers want and that is why they have made it a point of duty to encourage sellers to ship their products through the Fulfilled By Amazon program (FBA).
#4. Optimize your Product Pages
Once a customer has successfully found your product and also taken an extra step to click on your product, there is only one chance remaining to outdo your competitor. Optimizing your product pages is that chance that you have to ensure that a customer chooses your product over a competitor.
So, how do you optimize your product pages?
Perfect Your Titles
In terms of search relevancy, titles are a force to reckon with. If there is no keyboard in the title, there is no point in including the same keyword in the product pages.
List all the relevant keywords that are closely related to your product and include them in your title, ensuring that the most important keywords are captured at the start.
Try to avoid long-winded titles that don’t make sense, as keyword-stuffed titles don’t engage today’s buyers or potential customers.
Always include the manufacturer number and brand name first if you sell branded products.
Also, remember to include at least one unique selling point that clearly differentiates your product from that of your competitors. All the numbers listed in your title should be numerals and not spelled out.
Embellish your bullet points
Highlight every unique feature of your product in a concise way.
Make the bullet points short enough to keep the readers engaged. If your product has great features ensure you don’t leave anything to chance.
Make your bullet points to be keyword-rich and use persuasive language.
At every point in time, use complete sentences that spark interest
Build on your product description
As far as Amazon SEO is concerned, engaging description plays a great role here. If a shopper or a prospective buyer has scrolled down to your product description, then there’s a high likelihood that the buyer is interested in your product.
Your product description gives you an opportunity to tell a story and make the product irresistible to ignite the shoppers’ imagination.
Make sure you clearly write how the product will solve the shoppers’ pain points. And also highlight the unique features of your product using short bullets.
Here’s another tip.
Make your listings as attractive as possible by using professional images and popular keywords. Make sure that your pricing is competitive (but also not too much lower than the competition as this is often a red flag to buyers). Finally, get proactive about asking for reviews from your customers including offering incentives (always read Amazon’s guidelines on incentives/reviews to make sure that you don’t get penalized).
As with anything else, social media is a great tool for increasing your Amazon traffic – write and publish great content and invest in social media PPC ads or tools like Instagram growth services.
How to Drive External Traffic to Your Amazon Listing
Using external traffic sources is a hot topic now. External traffic gives sellers the opportunity to get on top of their game and surpass the competition instead of fighting over Amazon’s fixed volume of search traffic.
Before we dive into the details of driving outside traffic to your listing, let’s quickly explain what “external traffic” on Amazon is and the benefits of driving outside traffic to your listing.
Why Bother Driving External Traffic To Your Amazon Listing?
One of the biggest reasons why a seller should consider driving external traffic to their Amazon listing is that it improves Amazon’s ranking of their products. Amazon loves external traffic because they obviously want to get every single slice of the pie and every little remaining crumb too.
Here, we will take a look at the top 4 ways to send external traffic to your listing to get more sales and revenue.
#1. Use Facebook Ads
The whole world is on Facebook today, and we should not miss a platform like this while growing our Amazon listing.
Test Facebook ad images and messages to advertise your Amazon listings. Every seller needs to have a Facebook group or Facebook page. “Your Facebook page is a great platform to showcase your products to the right audience easily,” Charles LaRosa of PreparedCooks says. Remember, as Amazon sellers, whenever you advertise your Amazon products listing on Facebook, you are decreasing the time required to spend on launching or introducing a new brand. Also, it can raise your organic sales, and when your product sales surges, your organic rankings on Amazon SERPs also go upward.
#2. Google Ads and SEO
“To get external traffic to your product or Amazon listings, advertising on Google is one of the most effective ways,” According to Daniel Cabrera of Clooms, a retail expert. Create your ads by yourself and give them on the Google advertising network. Google Adwords is used for advertising on Google.
Amazon Search Engine Optimization is all about optimizing your product and getting noticed. There are hundreds of software available for Amazon sellers, choose the best one for product selling and simulate people who’re visiting your products page. Amazon SEO is time-consuming, but once you become good at it, it is one of the biggest drivers to growth and results. Advertising through the marketplace, advertising through Facebook, and email marketing are ways of driving external traffic to Amazon listings.
#3. Use Affiliate Blogs
No one has full control over traffic to your Amazon listings. The best way to drive external traffic to your listing is by having or by making your own niche blog site. This is a great way to drive additional traffic to your products.
Additionally, you can also find numerous niche sites that are operated by content creators who are part of the Amazon Associates Program. “Whenever you write about your product on your blog, just add an affiliate link to the Amazon listing,” Justin Nabity, the founder of Physiciansthrive says. This is a great way of driving external traffic to your listing and you will earn a commission each time your blog visitors click on the link and purchase the product on Amazon.
#4. Create a Stunning Product Video
Internet users spend most of their time watching videos on different platforms. “A good video has the capability to drive external traffic to your listing. You need to be a part of the Amazon Brand Registry program because with this you can have an advantage of its Enhanced Brand Content video feature. I have noticed that very few brands are utilizing this incredible feature. This is one of the most effective ways for your products to be unique from your competitors, asserted John Webster of Gofreighthub.
You just need to use an online video editor to make a professional, high-quality video of your product. The video can be helpful for your customers as it will solve their various questions about the product.
The video can lower their risks of making a wrong purchase decision. Also, ensure that the video is shot under the right light and is of good resolution so that it is attractive and seems professional.
How to Increase Pageviews to Increase Traffic to Amazon Listing?
The first step to increasing pageview on Amazon is to understand the concept of Amazon SEO. It’s not a must to be an Amazon SEO expert, but understanding the fundamentals will do the magic. This will lead to an improvement in your product’s search rankings and will also affect your bottom line.
These 2 ways will help to increase your Amazon product page view:
#1. Keep Titles Tight And Adjust Pricing
Before now, the key to becoming the best seller on Amazon used to be stuffing all the relevant keywords relating to your products into your product titles. Nowadays, the narrative has changed. Amazon has since cracked down on this practice.
So, how do you stand out from the competition?
Lukasz Zelezny, Managing Director at SEO London offers this tip.
If you’re techy minded, one of the best ways to increase your traffic is to build a traffic-generating engine (or hire somebody to do it for you). Otherwise, always take full advantage of promotions by using them to generate customer reviews. Finally, keep a close eye on your competition to see what they’re doing in terms of price, advertising and SEO – and then do it better.
“Adjust your pricing on a regular basis,” says Marc Bromhall, the Founder of Surf Gear Lab. Plus, you have to invest in keyword research to determine only the best search terms that should be added to your product titles. Going over the 200 characters limit won’t disrupt your listing, but it will hide your listing from search engines; thus, rendering your listing useless unless a shopper uses your direct links.
#2. Switch to Sponsored Ads
Incentivized Amazon product reviews were tolerated for years by Amazon. This practice could make or ruin your chances of becoming a best seller on Amazon. You will need to switch to sponsored ads if you don’t want to run afoul of the latest rules. You can choose to invest in Amazon native ads or Google Ads to do the magic for you. However, keep in mind that you need deep research to position your ads in front of shoppers.
Final Thoughts on Increasing Amazon Traffic
Okay, there you go!
The tips and insights we shared in this post should be your starting point. At this point, we suggest you take your bestsellers and then review them against what we have highlighted in the post to what where to make improvements so that your products can start to get shoppers’ attention. Use our Amazon connector to sync your Amazon data to Google Sheets and you’ll be able to uncover deeper insights you may have missed.
See what works for you, and then roll out the best practices to nail those deals you’ve been missing. After all, on the Amazon marketplace, a small change that you make can be the magic you need to double your sales funnel and improve your bottom line.
While it is important for you to have a dedicated eCommerce store of your own, to drive traffic to your listing, it is also vital to maintain a robust presence on Amazon. Using Amazon gargantuan platform is very critical to your success. In fact, it is a prerequisite for retailers because Amazon is synonymous with the eCommerce business.
One more thing.
As you look to start driving traffic to your Amazon listing, feel free to use the comment box below to share your experiences with us so that others can learn from your strategies!
Frequently Asked Questions
How do I get more traffic to my Amazon listing?
Do thorough research before deciding on a title and description for your listing. Show Amazon that your product will be shipped on time. Tardiness results in a poor user experience and a reduction in repeat sellers, thus impacting Amazon revenue. Amazon, therefore, rewards punctual shippers with better positioning in the product listings
How do I increase pageview on Amazon?
The best way to increase pageview on Amazon is to adjust your pricing on a regular basis. Do this at least once a month as it will keep your product listing “fresh” and Amazon will give it more attention than a dormant product listing
What is a popular platform for driving outside traffic to your Amazon listing?
According to Farhan Advani, the director of marketing at Buy Here Pay Here, “the most popular platforms for driving outside traffic to Amazon listing include email, Facebook ads, Google Ads, and Pinterest.”
How to Drive External Traffic to Your Amazon Listing
The best way to drive external traffic to your Amazon listing is by sharing the listing. Advertise or freely share your listing on multiple social media platforms so it reaches more viewers. You can measure the performance of your sharing efforts with third-party social media analytics tools available in the market.
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