Detailed explanation of the Amazon traffic entrance and how to obtain it
Traffic is the basis for order generation. More traffic means more exposure, clicks and sales. For Amazon sellers, understanding Amazon’s traffic sources is crucial. Amazon traffic can be roughly divided into two major sources: internal traffic and external traffic.
1. Site traffic
1. Natural search traffic (keyword search)
When shopping on Amazon, most consumers choose to enter the keywords of their intended products in the search box. Keyword search traffic accounts for the vast majority of Amazon’s traffic sources. According to official statistics, search traffic accounts for more than 80% of Amazon’s traffic sources. Therefore, keyword natural search traffic accounts for a larger share of search traffic. There are far more organic ranking positions than there are ad positions, so the importance of organic search traffic is self-evident.
Natural ranking factors include product sales, reviews, feedback, etc. Sellers need to provide buyers with a better shopping experience to seize this traffic entrance.
2. In-site advertising Sponsored
When you search for a keyword in the search box, you will see a listing with the “Sponsored” mark in the head and middle of the search results. This is the advertising space in the search results. The ranking rules for advertising positions not only consider the bid level, but also factors such as click-through rate, sales volume, product price, number of reviews, and product ratings.
3. Deals activities and promotions
Amazon regularly organizes flash sales activities to attract traffic to the platform. Today’s Deals mainly contains Deal of the Day, Lightning Deals, Savings & Sales (ie BD), Coupons, and Prime Early Access Deals. Sellers can seize the traffic entrance by declaring these activities.
4. Node search/filter conditions (category search traffic)
Another way for users to find products is to select categories from the homepage, continuously filter and narrow the search scope, and finally find the product. Sellers need to set up category nodes and optimize category attributes to make good use of category navigation traffic.
5. Associated traffic
Associated traffic refers to buyers entering your listing through other people’s products. Amazon’s system will proactively match and recommend products based on consumers’ shopping habits. The associated traffic on the Amazon listing details page mainly exists in the following places:
- Frequently Bought Together
- Customer Who Bought This Item Also Bought
- Customer Who Viewed This Item Also Viewed
- Sponsored products related to this item
6. Ranking list traffic
Mainly includes Best Sellers (sales ranking), New Releases (new product ranking), Movers & Shakers (surge ranking), Most Wished For (wish list ranking), Gift Ideas (gift selection ranking), etc. .
2. Obtaining method
1. Keyword natural traffic
To make good use of keyword natural traffic, sellers need to start with product optimization, especially the keywords in the title; ensure that the keyword ranking is as high as possible; the advertising keyword pits must also be as high as possible.
2. Category node traffic
When publishing products, try to choose accurate category nodes to increase the weight of the product.
3. BSR list traffic
Sales volume is good enough to obtain BSR list traffic.
4. Product details page associated traffic
Put in-site advertisements for your products, and try to make the product’s evaluation star rating reach 4 stars or above.
5. In-site advertising traffic entrance
Continue to run ads and continue to optimize ads based on the input-output ratio.
6. Flash sales, coupons and platform activity traffic
Evaluate the input-output ratio and participate in promotional activities in a timely manner.
Through the above methods, sellers can effectively increase Amazon site traffic and thereby increase sales. The significance of operations lies in continuous optimization and adjustment to adapt to market changes and improve competitiveness and market share on the Amazon platform.