How to use Amazon OTA links to improve Listing exposure and conversion
When sellers try to promote their listings outside of Amazon for the first time, they often face the challenge of accurately counting off-site channel traffic data. Amazon’s newly launched off-site OTA (Over The Air) link exactly solves this problem. This feature is called “Amazon Attribution” and is currently in internal testing in the United States, Canada, Germany, the United Kingdom and other countries. Its main purpose is to help brand sellers manage off-site promotion channels in batches and evaluate their effects.
Steps to create OTA tracking link
To create an OTA tracking link, you first need to select “Measure Non-Amazon Advertising” from the “advertising” column in the store backend, enter the “Amazon Attribution” interface and log in to your account. Then set up a new account and click “New Order” to set up the external link group. In the external link group setting interface, select the product target and set the group name. Finally, set the display channel of the URL in “Line Item” to obtain the OTA link.
Once the OTA link is available, the seller can embed it into various promotion channels such as paid advertisements, blog posts, social media, emails, etc., thereby tracking the pageview data of users who enter Amazon through the link. This helps you understand which off-site marketing activities drove visits and ultimately sales.
How to place Listing’s OTA link
In order for Google to notice the listing on Amazon more quickly, the most direct way is to place the Amazon listing on a website that has been indexed by Google. If the seller has his own website, he can insert the target Listing link at the appropriate location; if not, he needs to find a suitable third-party website. The following matters should be noted during implementation:
- Find a website with a high domain name authority and use the “SEMRUSH” tool to analyze the target website.
- Avoid reusing the same Listing link.
- It is recommended to use the OTA tracking link of the Amazon flagship store or product.
For example, suppose we choose list.ly as the delivery website and determine the promotion target to be a specific OTA. First, find posts that are highly relevant to your target product through a keyword search (e.g. “fanny pack”). Once you click through to your targeted post, make sure it’s highly relevant to the product you’re promoting. Then, click the “Add To List” button to start preparing the post content. During this process, you need to add titles, pictures, text descriptions, and tags, and embed OTA tracking links. When you’re done editing, save and publish the post so it will appear in the site’s topic list.
In this way, not only can the exposure of the target Listing in online searches be improved, but also brand promotion can be achieved. More importantly, it helps to improve the information relevance of the target user group, which is the so-called “IP tag positioning”. Once users browse relevant posts or click on product links, they will become part of Amazon’s advertising database, and then use AI algorithms to recommend corresponding products to potential customers. As the exposure increases, the order conversion rate will naturally increase.