According to a survey by Forrester Research, when American consumers purchase goods, 39% of them first search for products on Amazon.com, and 11% of them first search for products on search engines such as Google.
For sellers on the Amazon platform, the importance of traffic is self-evident. Traffic represents sales and a large number of orders. After we have selected products with large enough market capacity and good quality, how to obtain the most traffic and rank our product listings as high as possible becomes the top priority for every operator.
Before introducing the traffic generation methods, we first need to clarify where the traffic to Amazon product listings comes from. After determining the source, we can conduct targeted traffic generation. Amazon's traffic can be roughly divided into two types: one is the traffic within the Amazon site, which we call internal traffic, and the other is the traffic from outside the Amazon site, such as search engines, which we call external traffic.
How to attract traffic from Amazon
Given that Amazon is already the world's largest shopping platform in terms of traffic, its existing precise traffic is sufficient for sellers to use. Therefore, Amazon on-site traffic generation is the most commonly used method for Amazon sellers today, and it also has the highest conversion rate of traffic.
Optimize your listing
Amazon is a sales channel where products are king. The quality of your self-built listings determines whether you can stand out among the millions of products on the Amazon platform and how much traffic Amazon can push to you. Listing optimization mainly focuses on the following aspects: keywords, titles, bullet points, search terms, product descriptions and product reviews.
Keywords are the most important factor. In addition to product keywords, there are also category keywords (Subject Keywords) - Amazon can import your products into a category and then automatically rank them. Only by combining the two keywords can we achieve the best of both worlds. Try to fill in all the keyword entries in detail, which will be of great benefit to your listing. We can test the effects and optimize different types of keywords little by little.
Amazon Sponsored Products
Surveys show that only 30% of Amazon customers click beyond the first page of search results. So we need to consider Amazon Sponsored Products ads. Amazon Sponsored Products Ads is a way for sellers to search for purchase keywords on Amazon and promote their listings on the Amazon search results page, thereby increasing product exposure and attracting customers to their product listing pages, thereby increasing conversion rates. Amazon's in-site advertising uses a bidding method. The highest bidder in the same category wins, and payment is based on clicks.
You may not have the Buy Box, but sponsored product ads can put your listing on the homepage and attract target customers to discover your products.
How to attract traffic from outside Amazon
Off-site traffic generation means choosing the appropriate channel resource combination and refined operations according to your audience.
1. Search engine promotion
Common search engines such as Google paid search ads, Google affiliate ads, Google shopping, Bing, Yahoo and local search engines are all good choices. For search engines, keywords are still the most important.
Video Site:
Such as YouTube, Vimeo, Dailymotion.com, etc., especially suitable for hot and low-priced products.
3. Social Platforms:
Facebook, Twitter, Pinterest, Quora, Slideshare are all good choices. On the SNS platform, you must have a group of your own fans and people who identify with you. Use methods such as displaying products and telling stories to attract user attention, and then direct the followers to the platform store.
Shopping guide website:
Discount and price comparison shopping sites such as SlickDeals, PriceGrabber, Shopping, Fatwalle, Kaboodle, etc., let your products be seen by more customers.
Blog traffic: It is recommended that sellers build their own blogs, with 50% of the products being their own and 50% being other people’s products. The software directly reads data from websites such as slickdeal and fatwallet, and updates these websites synchronously. 50% of the products are your own products and 50% are other people's products, which gradually gathers fans and popularity. You can also place text and image ads on different blog sites and pay per click.
Other channels: Placing corresponding advertisements on shopping guides, promotions, and vertical forums such as Lifehacker, Coupon, and Deal websites will bring some traffic and conversions.
Summarize
In short, on the Amazon platform, traffic and sales form a closed loop of mutual interaction and promotion. The more traffic you introduce, the more sales your product will generate, the more favor your product will receive from Amazon, the higher your ranking will be, and the more natural traffic you will receive from Amazon, which will gradually increase the number of reviews. This will in turn continue to promote higher conversion rates for listing traffic, forming a virtuous circle and helping sellers grow healthily.
