11+ Ways To Drive Traffic To Your Amazon Product Listing – Compared In Terms Of Cost And Ease
Wondering how to promote your products on Amazon using external traffic?
You’re in the right place!
This is one of the only Amazon FBA blogs dedicated helping you understand how to drive traffic to your Amazon product listings in the most cost effective manner – along with the occasional amazon selling hacks. In this article we’re going to give you the A to Z of your options from low cost paid traffic through to free traffic sources.
I’ll be guiding you through the options for how to drive external traffic to your Amazon product, both free and paid traffic sources.
I’ll even cover how to promote Amazon products without a website of your own.
Of course I couldn’t talk about how to drive traffic to your Amazon product listings without evaluating and comparing Amazon PPC Ads with the other traffic sources.
So hold on for some Amazon fba tips!
Bonus Amazon tips are also included!
I’ll also look at the options when it comes to tracking traffic to Amazon whether with Amazon Attribution or setting up your Amazon Storefront tags.
Shopify and WooCommerce store owners this guide is also applicable to you if you’re wondering how to drive traffic to your Shopify store not just your product listing on Amazon.
Fundamentally I’m answering the question – How to get your product on the first page of amazon and keep it there. Spoiler alert, it probably involves a combination of Amazon traffic sources!
Finally – before I get started giving you a run down on how to increase amazon ranking with external traffic, this article is part of an ongoing SEO case study that we’re using to demonstrate our processes to you wonderful readers. Therefore, please note, this article is incomplete if you’re reading this notice!
How To Drive External Traffic To Your Amazon Product – Cost & Ease Compared
Using external to Amazon traffic sources is a hot topic for any serious Amazon Seller who’s trying to figure out how to get your product on the first page of amazon and keep it there, whilst making a profit!
Instead of fighting over the fixed volume of search traffic that Amazon has to offer, external traffic gives you the opportunity to get one-up on the competition – leaving them wondering how you’re mysteriously boosting your Amazon best seller rank.
Casey Gauss of Viral Launch (and now Thrasio) did a YouTube Live earlier in 2020 in which he said that the BIGGEST overall ranking and keyword ranking impact they were seeing ON Amazon was from External Traffic OFF Amazon. I don’t even think Casey fully portrayed the level of gravity shift that this statement will make in coming months and years. Here’s the video – it’s about an hour and a half long, but it’s worth a watch.
What Is “External Traffic” On Amazon?
This is something Casey covered in the YouTube Live Webinar, but in reality didn’t go anywhere near as far as defining External Traffic For Amazon Sellers in a broad and expansive way. That’s what I’m doing today, in this post.
External traffic is simply traffic that’s come from a website or App other than Amazon. The searcher and potential customer starts their journey somewhere else, but ends up on Amazon.
So External Traffic answers the question; how do I increase my Amazon Sessions on my listings, without relying on Amazon listing optimisation or Amazon PPC.
Here we cover the 9 external to amazon traffic sources to promote Amazon Professional Sellers Account listings and get more Amazon sales:
- Using Pinterest for Amazon Traffic
- Instagram for Amazon Sales
- Google Adwords (Google Ads and Shopping Ads)
- Bing Ads (Microsoft Advertising)
- Free Facebook Traffic? Running Facebook Ads for Amazon Products
- Buying YouTube Traffic?
- Product Launch Services (Deal Sites)
- Search Engine Marketing (SEO) Organic Traffic
- Email Marketing Traffic
- Using Amazon Influencers to generate sales & traffic
So if you’re looking for ideas on how to promote your product on Amazon, you’re in the right place!
Why Drive External Traffic To Your Amazon Listing?
First let’s just look at a few reasons why you’d want to send external traffic to your Amazon Product Listing:
- Improve Amazon Rank of your products (BSR or Best Seller Rank)
- Get sales for lower cost than Amazon Sponsored Ads and Amazon PPC
- Avoid aggressive competition on Amazon
- Build sustainable sales that don’t rely on Amazon’s traffic platform
- Leave the competition wondering how you’re ranking your products on Amazon
- Build an Email List or Messenger List
If you sell on Amazon and you’re concerned about your profit margins, you’re not alone. That may be one of the core reasons you’re searching for ways to drive external traffic to your Amazon listings.
If you haven’t got a true view of your profit levels on a SKU by SKU basis I’d highly recommend it. Beyond allowing you to truly focus, prioritise and 80:20 your business, it will clear up the anxiety and stress that naturally comes with not having true visibility of the numbers in one place.
We recommend Entourage Margins by PPC Entourage for getting your Amazon Profitability measured and clear so you can concentrate your energy on improving your profits, not trying to measure them.
Check out Entourage Margins today (affiliate link)
*We may earn a small commission if you click this link and signup to one of the entourage suite of software. This is at no extra cost to you and we will not recommend any software or services we have tried, test and loved. Click with confidence!
So without any further ado, let’s dive into answering how to drive external traffic to amazon listing.
How To Be On The First Page Of Amazon
Is this actually the question you’re asking?
After all, you’ve arrived at this article after looking at ways to get more traffic to you Amazon product listings, but it’s always good to get clear on goals and outcomes.
If you’ve already concluded that External Traffic is the way to get your product on to page 1 of Amazon and it stay there, then the good news is you’re ahead of the competition.
If you didn’t realise this was actually going to be one of the major outcomes and side effects of sending good quality convertible traffic to your listing, then right now you should be getting excited and VERY interested.
The really attractive bit about driving external traffic to Amazon Product Listings is that you can go where your competition aren’t. You can tap into the “Blue Ocean’s” of the eCommerce and Amazon world and avoid the “Blood Red Ocean” and the short term grey and black hat tactics everyone else in the Amazon Seller community seems addicted to.
External traffic isn’t just a great opportunity to drive low cost, high profit margin sales. It’s an opportunity to build something more authentic and more sustainable, on your terms.
Now onto that list of kick ass ways to drive traffic to your Product Listing On Amazon.
Pinterest can increase traffic to Amazon listings in a couple of ways:
- Pinterest Organic traffic
- Pinterest Paid Advertising traffic
Pinterest Organic Traffic
If you run a hot Pinterest account and have a decent ‘monthly unique viewers’ stats, it’s possible to get significant traffic to you Amazon products consistently from pins over a long period of time.
Pinterest isn’t a “social” channel. It’s a search engine. As such Pins are evergreen and can generate traffic months and years after their initial publishing. Product Pin’ designs do need to encourage saving (Pinning) and if they do, you’ll continue to get traffic long after you pin them.
With it being organic, this traffic is also ‘free’ (as opposed to the real cost of paid advertising).
- Traffic is free
- Traffic continues to flow after initial publishing
- Need to manage a Pinterest account with decent performance stats
- You need to keep up with Pinterest changes – they’re as frequent as any other platform
- Although more sustainable and cumulative than social, Pinterest traffic isn’t as steady state as Google Organic Traffic – it can be a bit “spiked”
Pinterest Paid Ads Traffic
Facebook Ads is quite literally every ‘Amazon Course Selling Guru’s’ answer to the question; how to boost product sales on amazon? Right?
I would go as far as to say NOBODY is talking seriously about Pinterest Ads to increase Amazon sales rank.
That could be for 1 of 2 reasons:
- Pinterest Ads don’t work for products on Amazon
- Pinterest Ads haven’t hit the Amazon echo-chamber yet
The answer is number 2. Trust me.
None of the Guru’s have come out with a course about it yet, therefore in the eyes of 99.9% of Amazon sellers – they don’t exist.
This is a huge MISSED OPPORTUNITY
Unlike Facebook, Pinterest is a place where people browse for inspiration and EXPECT to be able to buy items they see in Pins.
It’s almost like Pinterest was designed for Shopify, WooCommerce, eCommerce and Amazon sellers.
- Advanced targeting options with Pixels and Goal configuration all available
- Immediate traffic on a platform that’s mid-to-bottom of funnel customers
- Unlike Facebook, it’s not as reliant on high performance Organic posting (See Molly Pitman’s FB Ads course for the drawbacks of needing a high organic performance on your account for high performance Facebook Ads)
- It costs money immediately and continuously to drive traffic on a continuous basis
- It’s ANOTHER Ads platform to learn and master
Verdict: Using Pinterest To Drive Amazon Sales
Whether Organic or Paid traffic, Pinterest has something to offer the Amazon Seller.
Also, due to users being mid to bottom of funnel it’s more likely Pinterest will give you access to more FULL PRICE sales on Amazon. Facebook isn’t where people shop. Therefore the price we pay for attention is high and comes in the form of DEEP DISCOUNTS.
Pinterest can actually be an un-spoilt source of purchase hungry buyers who will pay full price for your products.
I look forward to the Guru’s getting hold of this one, as I feel like it’ll be sold as the latest new opportunity. You heard it here first. NOW’s the time to get on board – before the Guru’s start professing it’s infallible capability to get you working from the beach sipping Mojitos within the month!
COST SCORE = 9 / 10 (Paid) 2 / 10 (Organic)
EASE SCORE = 7 / 10 (Paid) 4 / 10 (Organic)
Promoting your Amazon listing on Instagram isn’t a new concept. But the features and accessibility of the platform to businesses and entrepreneurs are changing all of the time.
Let’s start by getting 1 thing straight.
I’ve gone straight for paid advertising on Instagram. Why not Organic like on Pinterest?
Instagram Organic traffic sucks. It’s as simple as that.
Yes you’ll find some hero saying “I make it work for my brand” AND you’ll find viable 1-person-businesses selling products to a niche with only 3-4,000 followers. Take Laurella Mama as an example of a successful Instagram traffic driven eCommerce business.
At time of writing, Ahrefs has the LaurellaMama.com website at less than 50 visitors a month coming from search. But she is KILLING it on Instagram, with a humble, but engaged 3,600 followers.
If you want to use Instagram as a business owner who’s scaling nationally and internationally or growing your product line, you need to be talking about Instagram Ads. These $50 a month “Instagram Management” packages on upwork and Fiver just won’t cut it – you need to be a dedicated Instagram Marketing Pro just to be in the game, then you need to keep up.
Instagram is increasingly a “Shopping Mentality” channel. Instagram have done a smart job in making this cultural shift on the platform, with users embracing the change.
What does “Shopping Mentality” on Instagram actually mean?
- People expect to see beautiful products and be able to buy them
- Users expect to see aspirational brand-led content that inspires them
- Product tagging so users can navigate directly from post-to-purchase
- Shop integrations directly into Instagram allowing in-App purchases without leaving the platform
So, so, so clever
Facebook, the guys behind Instagram will NEVER achieve this with their parent platform. Facebook is entrenched in peer-to-peer dialogue. Interruption marketing is the only choice with Facebook.
Whereas marketing on Instagram has the potential to offer seamless integration of high quality content that IS also advertising content. Think ‘high end product placement’ like in a James Bond movie.
- Users expect and engage with high quality advertising content
- Users expect the connection to a purchase and shopping experience when on Instagram
- Traffic from day 1 – run your Ad, get traffic (well almost, there’s still a need for organic presence)
- Can do retargeting with your Ad campaigns to reduce Cost Per Acquisition (CPAs)
- Organic traffic from Instagram is limited. Limited opportunity to actually provide external links is a contributing factor. i.e. Link in profile, link in story (if you have more than 10k followers)
- Retargeting is limited, especially when trying to drive traffic directly to Amazon (can’t place a pixel on the Amazon website, thus no ability to capture the user behaviour to be able to retarget)
Verdict: Using Instagram to increase sales on Amazon
If you’re looking to engage in a pure Organic Traffic strategy with Instagram, prepare for the grind. It’s going to take time (more than 12 months) and it’s going to take dedication. I seriously question the ROI for Instagram organic traffic. We generate value from Instagram in other ways, but that’s another story.
Instagram Paid Advertising offers you a serious opportunity to gain traction quickly. However, as with it’s parent platform, Instagram can also be very “deal centric” in the mind of the consumer. Full price sales are definitely possible, but if you’re looking to drive sales volume on Amazon, it may be a loss leader platform which may call into question it’s ROI and ultimate profitability overall.
As with all paid advertising, know your limits, don’t get in too deep. When skill isn’t applied, you might as well be dropping chips on the craps table at your local Casino.
COST SCORE = 9 / 10 (Paid) 6 / 10 (Organic)
EASE SCORE = 7 / 10 (Paid) 8 / 10 (Organic)
Yes, Google Adwords has been called Google Ads for a little while now, but the Adwords branding has stuck.
The reason I bring up the name is because Google Ads is far bigger than a “words” based advertising network. Yes, there’s the classic text ads you see at the top of search, but there’s also the Shopping Ads which appear in search and of course, the Display Ad Network – showing website visitors ads based on data that Google has accumulated about the user.
This chart gives you an idea of the shear size and dominance of their Ad Revenue vs total Ad Spend in the major markets:
So Google is a monster when it comes to broad access to customers.
It’s not just targeting Google Search Engine Results Pages (SERPs) but Ads you run can also appear all over the web, for example:
- Ads appear in Gmail inboxes (weren’t expecting that were you!)
- Ads appear on websites all over the web that run visual and video Ads paid for by Google Ads
- Ads appear on YouTube – but we’ll talk about YouTube separately also
- Ads appear on Mobile and Desktop Apps (you’ll most likely want to exclude mobile app placements for Google Display Ads)
It’s clear Google has extensive reach when it comes to Ads.
So it’s a bit more than bidding on your <product name keyword> these days (if you want it to be, that is).
This is a 100% paid traffic play.
You need to get your numbers right and that can be tough.
Now back to getting the numbers right for paid ads for Amazon sellers…
I’ll make reference to Andrew Youderian’s State of the Merchant Report 2019 for the first of a few mentions here. His report is highly credible, genuine feedback from high performance eCommerce businesses. It’s worth paying attention to.
Why do I mention this report?
Because in the report, there are Return on Ad Spend (RoAS) numbers that are great benchmarks. The median RoAS for Google Ads was calculated at 4.0 X RoAS. That’s like the equivalent of a 25% ACoS in Amazon Ads world.
If you know you can’t make those numbers work, don’t go down this road. Keep in mind that’s also based on data from high performance eCommerce businesses that know what they’re doing, not complete novices to the Google Ads platform.
This is what I meant when I said know your numbers.
Is there enough margin in your product to give away 25% of your sales price to Google Ads?
If not, this likely isn’t a sustainable growth focused traffic source for you.
- Google Ads are scalable – extremely scalable
- Google Ads have extensive reach meaning you can target customers who are switching websites and channels within a single set of Ad Campaigns
- Out of Facebook Ads, Amazon Ads and Google Ads – it’s one of the highest performers in terms of RoAS at 4.0 X
- Can be tested and optimised over time, especially using retargeting campaigns and Display Ads
- Traffic from day 1
- Traffic isn’t evergreen – stop paying, traffic stops flowing
- It’s another PPC platform that needs operation and maintenance, and it has it’s own set of nuances
- You may need to test multiple forms of Google Ads as well as multiple campaign types to refine and optimise to achieve the 4.0 X RoAS
- At 25% ACoS, and the time investment in setting up and managing the Ads could have challenging profitability
- Retargeting is limited when the purchase takes place on Amazon, therefore full optimisation of these ads with retargeting has it’s limits
Verdict: Using Google Ads To Boost Product Sales On Amazon
Assuming the numbers do work for your products and your business, with Google Ads having better Return on Ad Spend than Facebook Ads, the remaining barrier would be complexity and management.
Google Ads is yet another Ad platform and within it, there’s largely your standard Text Based Ads and Google Shopping Ads (Display Ads are in the mix too). As with any Ad platform, there are some approaches which are less hands on than others.
Let’s be clear – no PPC Ad Platform is “set and forget”
Google Ads, particularly Shopping Ads do offer a less hands on approach. The key input from you the advertiser being a clean product feed that’s up to date with the latest product information is the primary demand.
Obviously with the text based Ads there are various keyword targeting methods for Google Ads, therefore be prepared to invest some time and money.
COST SCORE = 8 / 10
EASE SCORE = 7 / 10
Another advertising platform that’s had a rebrand and rename is Bing Ads, now called Microsoft Advertising.
With many of the same options as Google Ads, you’ve got many of the same opportunities. Microsoft Ads however also have the added benefit of being under-utilised, so they can be more cost effective.
Options you have are:
- Microsoft Search Ads
- Microsoft Audience Network Ads
- Microsoft Product Ads
- Like Google Ads, Microsoft Ads are scalable – extremely scalable
- Microsoft Ads, although on a smaller network, still have extensive reach
- Although there isn’t supporting comparison data on the RoAS of Bing Ads vs Facebook, or Amazon Ads, it’s generally accepted that CPC rates are lower with Microsoft Ads vs Google Ads.
- Can be tested and optimised over time, especially using retargeting campaigns and Display Ads
- Traffic from day 1
- Traffic isn’t evergreen – stop paying, traffic stops flowing
- It’s another PPC platform that needs operation and maintenance, and it has it’s own set of nuances
- You may need to test multiple forms of Microsoft Ads as well as multiple campaign types to refine and optimise to achieve a 4.0 X RoAS as with Google Ads
- Even At 25% ACoS, and the time investment in setting up and managing the Ads could have challenging profitability
- Retargeting is limited when the purchase takes place on Amazon, therefore full optimisation of these ads with retargeting has it’s limits
Verdict: Using Microsoft Ads To Boost Product Sales On Amazon
In much the same way Google Ads are a great addition to the traffic mix, so are Microsoft Ads. Especially when starting with something like dynamic retargeting of site visitors based on their behaviour.
Yes it’s ANOTHER Ads platform to learn. But with the ability to export campaigns from Google Ads into Bing Ads / Microsoft Ads for certain campaign types, the effort vs reward equation is in check.
There’s a smaller audience on Bing for sure, but that doesn’t mean it’s not worthy of your ad spend. If the time to set things up can be minimised and you can leverage the setup time you’ve invested in Google Ads, this feels like a no-brainer.
Of course that’s if the RoAS Numbers stack up for YOUR product line. I’d expect nothing more than a similar RoAS to Google Ads – as it’s logically the same sort of mechanisms and ad placements.
COST SCORE = 8 / 10
EASE SCORE = 7 / 10
I’ve got some bad news if you thought I was going to reveal the secret behind free Facebook traffic.
There’s no such thing as free Facebook traffic.
If organic traffic from Instagram sucks, when it comes to Facebook organic traffic is dead.
There once was a time where you could throw up a Facebook page and Group and get tonnes of free traffic. That is ancient history in the world of online traffic.
So when it comes to using Facebook to drive traffic to Amazon, the conversation is exclusively about Paid traffic. Facebook Ads.
However, Facebook Ads have also reached a level of maturity and saturation.
A little while ago, you could create a lookalike audience, run an FB Ad and get some traffic and sales relatively quickly. However, the bar has been raised. Way high!
The most up to date authority on dominating traffic and conversions on Facebook is Molly Pittman. In listening to her approach, it sounds completely logical and also really tough.
Molly pretty much says;
- Build a great organic following and engagement in an organic post
- Run Paid Ads building off the back of the organic reach and engagement of posts
So there’s a dilemma…
We need to expend effort on getting some organic traction to then move on to scaling with paid Facebook Ads. This feels like potentially a lot of high cost effort before you even move onto the high cost Ads…
Facebook Ads have increasingly been used to drive traffic to Facebook Chat Bots and users sent through Chat Sequences. One of these specific Amazon Chat Bots is “Seller Chat Bot” created by Paul Harvey.
However, Chat Bots AREN’T A TRAFFIC SOURCE – they’re a conversion mechanism, so we’re not going to dive into Facebook Messenger Chat Bots for Amazon Sellers in this resource.
The biggest issue when it comes to using Facebook ads for Amazon FBA and getting profitable sales is the lack of data.
If you install the Facebook pixel on your WooCommerce store and setup standard events to track conversions with Facebook (easily done) you can target customers with precision. This allows you to show the right ads to the right customer at the right time.
There’s no opportunity to access this level of data when selling on Amazon FBA with Facebook Ads. Therefore accessing the high profit Facebook Ad campaigns is impossible.
- Traffic from day 1
- Return on Ad Spend is lowest at 3.0 X in Andrew Youderian’s report (that’s like a 33% ACoS in Amazon PPC world)
- Optimised campaigns depend HEAVILY on retargeting to achieve any profitability. Money is pretty much exclusively made in retargeting with other campaigns being loss makers. Selling on Amazon doesn’t allow you to access the significant levels of retargeting required (limited pixel placement and no cart / checkout feedback process)
- The platform is more saturated, meaning more advertisers are competing for fewer spaces = costs are increasing (Ezra Firestone literally sent me an email today with almost those exact words in)
- It can cost a LOT of cash to refine campaigns and test out effective creative
- Facebook Ads are “interruption marketing” people don’t go to Facebook to shop, they go to be entertained, therefore sales are likely to be heavily discounted, not full price to entice users away from their entertainment
Verdict: Using Facebook Ads To Increase Amazon Sales Rank
The verdict is clear on Facebook Organic traffic.
So that’s the last I’ll mention it.
When it comes to Facebook Ads for Amazon FBA, there’s life, but it’s expensive. Beyond expensive, it can be highly sophisticated (read complicated) for the business owner entrepreneur who’s trying to balance a whole host of strategies and tactics.
There really is no “set and forget” mode here. You have to commit.
Without the detailed customer data gained by using the Facebook Pixel on your website for the ultra-profitable retargeting campaigns, it’s also possible that Facebook Ads get ruled out from the outset as a matter of shear economics. There’s not enough margin to run Facebook Ads for Amazon products.
This is likely to be the case for may with RoAS being so low and equivalent ACoS being 35% with significant levels of optimisation and segmentation with access to detailed customer behaviour AND transaction data. Data that’s simply not accessible when selling on Amazon.
Facebook Ads are not for everyone. They’re probably not for most.
I’ve not even brought up the fact that they’re the archetypal form of interruption marketing, where full price sales are simply not the norm. This further challenges the economic picture making them applicable only to special short term traffic promotions, liquidation or ranking offers.
Utilising Facebook Ads for ongoing traffic to Amazon to drive overall profitable sales requires close modelling and monitoring to ensure the economics stack up over time, with a tendency for them to be unsustainable as a result.
COST SCORE = 9 / 10 (Paid) 9 / 10 (Organic)
EASE SCORE = 7 / 10 (Paid) 1 / 10 (Organic)
There are a few ways to “buy” YouTube traffic. YouTube is at the end of the day another Google Property where Google Ads appear.
BUT there’s a whole lot more to play with on YouTube. Whether it’s static shopping ads or pre-roll YouTube video ads targeting audiences, channels or whatever.
That’s right you can advertise on YouTube without a video.
No high cost production to get started, just an extension of what you’re doing in the other areas of Google Ads.
Of course there are video format Ads – and they’re worth exploring. But don’t be put off if you haven’t got high production video on hand – you can leverage YouTube as a traffic generating platform for your eCommerce business like pretty much any other website.
Video Can Be Repurposed – Add Video To Amazon Listings too
We have an ethos inside my eCommerce business. Whatever we’re doing, we need to make sure we’re extracting “multiple forms of value” from everything we do.
Video is an example of a media and brand asset that can be utilised in so many places. Repurposed to your hearts content. You can:
- Add Video to Amazon Listings
- Add Video to Instagram as a Story
- Add Video to Facebook as a Story
- Add Video to Facebook as a Page Header Image
- Add Video to Amazon ads
- Add Video to Product Pages on your website
- Add Video to Pinterest as a pin or a story
So if you’re thinking about leveraging more value from the videos you’re producing for YouTube ads – think laterally. There’s plenty of opportunity to spread what can be a considerable upfront investment.
Free YouTube Traffic
What is it?
How does it work?
How do you do it?
What characterises this type of traffic?
Is it more or less buyer intent? Is it interruption marketing?
- Coming Soon
- Coming Soon
Verdict: Using YouTube Ads Increase Sales On Amazon
Is it good, bad indifferent?
Who are they for?
What’s the equivalent ACoS? (RoAS)
COST SCORE = x / 10 (Paid) y / 10 (Organic)
EASE SCORE = x / 10 (Paid) y / 10 (Organic)
You can also use a service like jump send deal site, to run Jumpsend deals to drive traffic to your Amazon listing.
That is ultimately what’s happening here. High converting traffic is being sent to your listing from the deal site.
This would more conventionally be understood as an Amazon Product Launch Strategy.
This type of traffic is exclusively on the look out for a deal, so although it’s buyer traffic, it comes with the price of low profitability.
COMING SOON – REVIEWS OF SERVICES
Boost Rooster ManyChat Amazon Product Launch Automation
You may have heard of ManyChat – it’s the Chatbot leading the way with Facebook chat bots – soon to be working with Whatsapp too.
You may have heard of Search-Find-Buy Chatbot flows.
You may have heard of using all of the above whilst also providing buyers with rebates for either a proportion, or all of their Amazon purchase…
Well if you’ve even come close to working with the above, you’ll know there’s only so much you can automate and at some point someone needs to get in and get their hands dirty providing manual rebates, working out who’s actually completed the flow, which customers have not just got the rebate but then gone on to get a refund etc. etc. it is a royal pain in the butt… UNTIL NOW!
Boost Rooster basically automates the last remaining part of the process and allows you to get back to running your Amazon Product Launches on Autopilot
INSTEAD OF exchanging messenger messages with customers who are frankly rude and obnoxious – and toxic to a positive entrepreneurial mindset and spirit.
FREE Your inner entrepreneur – let the bots deal with the hassle with Boost Rooster.
Here’s a code for 10% off the monthly subscription to Boost Rooster:
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Roost Booster essentially helps you to remove yourself (or your valuable team members) from an exhausting part of the equation that’s right now, highly manual and labour intensive.
In comparison with other “hands off launch services” Roost Booster does still rely on you setting up a Facebook Ad and a Chatbot flow in ManyChat.
But here’s the great news! Roost Booster isn’t just an automation Genius.
Roost Booster Directly integrates with ManyChat and has the ability to automatically customise a Many Chat flow for your Amazon Product Launch and Ranking Campaign.
So this is as close as you’re going to get to a fully hands off campaign where you’re handing over responsibility for everything to the likes of Viral Launch – but in this case you’re the one building the Messenger Chatbot list for future marketing opportunities.
You’re the one controlling your brand and who gets their hands on your product – not just “any old discount hunter” who Amazon doesn’t use as a ranking signal any more because their buyer account is used exclusively for buying items at a discount.
Boost Rooster will change your life if you’ve been managing your own Search-Find-Buy Rebate Flow Campaigns with ManyChat.
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Viral Launch Review
Viral launch doesn’t have an open list like Jump Send. Put another way; your deals are exclusive to viral launch deal subscribers and obscured through use of different branding on the consumer side vs the seller side.
Viral Launch comes highly rated by users, but it’s fair to say that Viral Launch is a very different business today to Casey Gauss’s original business model.
It may have “Launch” in the name, but their actual launch service is only a very small and indeed “legacy” part of their offering.
Today, Viral Launch are a software company offering a suite of software tools for Amazon Sellers to manage their businesses. And yes, they also have a “Launch List” that Amazon Sellers can access for Boosting Best Seller Rank on Amazon.
Not commenting on the effectiveness of “Launches” in today’s Amazon A9 Algorithm, Viral Launch has a solid offering with demonstrated results on the Launch front. So if you’re thinking about running a Launch to rank a product on Amazon, Viral Launch is a trusted name in the space.
Jump Send hosts an open platform that has unified branding for seller and discount shopper.
This presents the issue that other sellers (and online arbitragers) can openly scan the list of deals and find items with profitable resale value.
Although a part of the Jungle Scout family of softwares, with a great interface and software, the setup is flawed in it’s openness.
Jumpsend vs Viral Launch
Six Leaf (formerly Zonblast) the claimed pioneers of the “giveaway blast” strategy of launching products on Amazon share the same approach as Viral Launch.
The platform is closed and obscured from a seller and discount shopper perspective.
This helps reduce the likelihood of resellers and online arbitrage sellers from picking up the discount products with the aim of selling back on your listing.
Although not strictly “hijacking” it does have a negative effect in terms of conversion rates.
Zonblast vs Viral Launch
Zonblast and Viral Launch therefore have lot in common when it comes to their discounted product marketing offerings.
They both obscure the discount marketplace from the sellers, which we’ve established is beneficial.
MORE COMING SOON
Costs Of Using Launch Services For Traffic And Sales
We’ll explore relative costs RoAS and ease / prerequisites
The major cost involved in this traffic source will almost always be the cost of the product you’re giving away (if you’re giving away a meaningful number of units).
Therefore the RoAS or overall costs of this as a traffic source will be determined by your other product and business costs. Unique to your product and business.
Giving a typical example:
Selling a $30 product at 70% off would have you retailing at $9
Keeping in mind Amazon FBA fees, and commission account for about 35% of the top selling price, that’s about $10
Then the cost of the product landed would be about 35% of the top selling price, another $10
Ultimately it’s therefore costing you about $10-11 per unit to give it away at 70% off
These are generalised, but useful numbers.
Giving away 100 units would therefore cost in the region of $1,000 plus the “launch” fee of maybe $200
This obviously delivers a negative RoAS on the discounted product sales. You’re making a loss, and not really acquiring the customer. You’re just getting a one off sale.
These economics only make sense on Amazon where sales rank and organic sales are ultimately driven by other sales.
Therefore RoAS becomes a more weirdly compounded number that needs also to take into account the relative number of organic sales that these “discounted sales” helped to generate. A difficult number to attribute with any meaningful accuracy or certainty.
Off Amazon, this tactic only makes sense if YOU own the customer, therefore having the ability to remarket to them and gain further sales to offset the initial “customer acquisition cost”.
Google SEO may feel like an old friend (or enemy) to many, but the truth is the platform has come of age and demonstrates more of a meritocracy online than pretty much any other platform (in my opinion). This opinion is well founded though, even Ryan Danial Moran of Capitalism.com who’s a veteran Google SEO and Amazon Seller, said this on the Freeeup.com Podcast:
“The ones who win are the ones who are doing Search Engine Optimization and sending the traffic to Amazon and closing the deal on Amazon.”
You can check out the full interview below which gave a GLOWING recommendation for using Google for External Traffic.
Approaches To Organic Search Traffic For Amazon Sellers
- Own brand site
- Media Property
- Leverage other media properties using HARO and PressPlugs (start today)
If you want to start on your journey to building your own Google Traffic, check out this 9 Step Guide to building a website to drive external traffic to your Amazon listing.
There is an essential distinction to be made when it comes to SEO for organic traffic and it’s to do with whether you concentrate on ranking specific pages, or whether you focus on publishing more and more content, mopping up traffic from long tail keywords. If you want to find out more about this strategy, a great place to start is this article and podcast where I explain Organic Traffic, what is it, how to get it and how much does it cost?
SEO traffic is a foundational feature of The Future State Media eCommerce Roadmap, an end to end strategy we implement for our own brands and for Future State Media clients. This image explains how each part of the roadmap builds on the previous and helps to bridge the gap between pure reliance on Amazon for traffic to having the ability to sustainably cultivate your own audience and sales – whether you convert them on or off Amazon.
Speak to us today about getting your very own “eCommerce Roadmap Assessment” to understand the steps we could take to building your very own traffic source of ‘Raving Brand Fans’.
Shopify vs WooCommerce for SEO Ecommerce Stores
The bigger debate of WooCommerce vs Shopify will be reserved for another day. The short answer is, WooCommerce provides a feature rich platform with scalability from a store of 1 product to a store of 1,000,000+ products and tens of millions of dollars of store spend – and it does it all very cost effectively in comparison with Shopify.
We created a guide showing you how WooCommerce can be used in a few different ways to achieve Multi-region, Multi-currency, Multi-language Ecommerce – WITHOUT the need for a developer.
Limiting the discussion to just Search Engine Optimisation (SEO) or Organic Traffic from search engines like Google – WooCommerce is built on the underlying WordPress CMS (Content Management System). WordPress is the most dominant CMS in the world powering more websites than any other (including large enterprises and content delivery sites such as BBC America).
So when it comes to SEO, the power of WordPress under the hood of WooCommerce makes it an unfair fight. Shopify is left woefully trailing behind when it comes to generating organic traffic. Which often drives people to start a separate WordPress blog for their Shopify store and then try and “knit” them together – there are even a bunch Apps on the Shopify App store for this purpose. It’s a gap in Shopify’s offering for sure.
The often cited reason for going with Shopify is “ease”. In reality this typically means “how easy it is to sign up for an account” – which is true, you can be up and running really quickly and adding products to your store.
Then again, due to game-changing offerings from SiteGround who you can use to host your WooCommerce store, you can be up and running just as quickly and easily with WooCommerce. In the past it was true that you’d need to know the difference between Domains, Hosting, WordPress, WooCommerce, Plugins etc. but now it’s as simple as signing up for what they call a “hosting account” and your store is setup for you instantly.
Checkout our guide on How To Get Started Quickly Selling Amazon Products On Your Website using WooCommerce.
Costs Involved In Generating Organic External Traffic For Amazon Listings
The cost of Organic Traffic for Amazon Sellers can be ridiculously low. I’m talking $0.80-$1.65 per product sold – that’s an 18 x to 37 x ROAS which is huge in comparison with an average ROAS of 4 x from Facebook Ads (and that’s with a fully equipped retargeting funnel that’s not attainable by Amazon Sellers.
If you want the breakdown of how we got to these costs for Organic Traffic, you should check out this article:
How Easy Is It To Drive Organic Traffic To Amazon Listings?
Organic traffic from Google and other search engines CAN be relatively easy to generate. The approach you take to generate traffic from Google for Amazon is niche dependent.
In more competitive niches you’ll have to target mid and top of funnel keywords – low search volume, low competition, long tail keywords.
In less competitive niches it IS possible to target more “Ecommerce” focused keywords which are bottom of funnel, high buying intent.
Ultimately though, regardless of which keywords you’re targeting, you need to produce compelling content that’s optimised for the user and for the Search Engine (although they’re very similar needs, there are subtle differences to be aware of).
Without a proven approach to keyword research, content outlines, content writing, publishing and on page optimisation you can waste time and money on producing content that simply doesn’t generate you enough traffic for sales.
Once you know how, the process is extremely scalable and has a huge ROI.
Pro’s and Con’s of Organic Traffic For Amazon Sellers
- Impact is cumulative, as opposed to ads where you stop paying for them, you stop getting traffic. Organic traffic keeps on coming as you’ve produced a traffic “asset”
- There isn’t a true “ROAS” as such, but if you were to look at sales driven from content over 3 years the ROAS numbers can be astronomical 10+ ROAS WITHOUT intense management and optimisation of campaigns
- Can be outsourced. With a solid system for keyword research, content briefs, writing and uploading you can have a slick operation.
- Can buy traffic and sales on day 1 simply by buying an existing affiliate site or niche site in your market and send the traffic to your products.
- Organic traffic takes time or cash to build (it actually needs both) so you’ve got be be prepared to go “negative” on the ROI scale before it gets VERY positive down the line
- Easy to get it wrong and completely waste your cash if you don’t work with someone experienced at generating organic traffic
Verdict: Using SEO To Increase Sales On Amazon
Within this verdict there are a few different answers – and it depends on where you are in your eCommerce Roadmap of selling on Amazon.
If you’re an experienced seller with cash to invest in a strategy as opposed to an abundance of time, I’d take the “investors route”.
I’d find myself an affiliate website in my niche and I’d buy myself overnight traffic – then build the content production system off the back of the revenue the website is generating.
For example, for $60,000 you could pick yourself up something bringing in near to $2,000 a month in revenue already in affiliate commissions and just plough the $2,000 a month back into growing that site, it’s traffic, and sales of your own products and essentially have a ready-made funnel from day 1.
But that’s not the only way to do this.
Of course, if you’re bootstrapping your way through, maybe just about taking a wage from the business – this strategy can still work. It may take some personal sweat equity to get content produced – or at least do the graft of finding keywords and publishing content once it’s been outsourced.
Adding ANOTHER thing to the list however isn’t what every bootstrapper wants to hear.
As a minimum, to capitalise on this strategy down the line, the startup bootstrapper should AT LEAST get a website built professionally with their products on – optimised to pick up whatever traffic they can.
The Google Sandbox means that there’s a timeframe in which a brand new website simply won’t get much traffic to it’s content – no matter how much cash you’re throwing at content.
KEY PIECE OF ADVICE TO BOOT-STRAPPERS: Get a site professionally built so that you can take advantage of this strategy more quickly, with lower cost and quicker ROI in the very near future when your Amazon eCommerce business can support investment in more scaled SEO strategy.
At 10x + ROAS this is by far the most attractive external traffic source available to Amazon sellers with the significant side benefit of creating a real passively generating revenue asset. Not to mention, this is a massive branding and brand awareness activity for you to appeal to your audience directly without the distraction of other brands and adverts (as is the case with other Amazon traffic sources).
COST SCORE = 1/10 (based on ROAS)
EASE SCORE = 5/10 (invest in a relationship, or training to get ahead)
Email marketing has huge potential, especially when running your own online store as you have the ability to utilise user data to customise and trigger ecommerce email marketing campaigns like:
- Cross-sell and upsell email sequences (bought x not y type email marketing campaigns)
- Remarketing emails (visited specific product website pages but didn’t purchase)
- Abandoned cart sequences (added a specific product to cart, but didn’t purchase)
- Broadcast emails (newsletters and general communications)
In this podcast from Jaryd Krause with Mike Jackness of EcomCrew, Mike mentions how in “Color It” a business he previously owned and sold for a 7 figure sales price, he was generating 52% of the business revenue via email marketing (made possible by selling on his own store and not just Amazon).
Verdict: Using Email Lists To Increase Sales On Amazon
Amazon Influencers are a specific type of influencer. They’re not just Instagrammers with a following or engagement above a certain number (although they do need to meet the Amazon Influencer Program requirements). These influencers are actually part of a specific program called the Amazon Influencer Program, which is an extension of the Amazon Associates Program (or Amazon Affiliate Program).
Amazon influencers have the ability to create their own storefront, in a very similar way to how Brand Registered Private Label Brands on Amazon can create their own Amazon Storefront. On an Amazon Influencer Storefront however, the focus is on product recommendations and “collections” of products with some content from the influencer indicating endorsement and ultimately driving sales for Amazon Sellers whilst generating an Affiliate Commission from Amazon themselves. This means you, the Amazon Seller doesn’t actually directly pay the influencer a commission, but instead INDIRECTLY through the Amazon fees and referral fees that we as Amazon Sellers pay Amazon.
Do Amazon Influencers Work Directly With Brands & Brand eCommerce Stores?
Amazon Influencers are incentivised to drive sales directly on Amazon, so they aren’t a great fit if you’re trying to recruit them for your brand on your own eCommerce store. The conversion rate on Amazon for affiliate clicks is the best on the internet, so even though the influencer gets a small commission typically (3% or so), the market leading conversion rate more than makes up for most commission rates an independent eCommerce store can offer.
That being said, if you offered Amazon Influencers 15% (which might be what you’re giving Amazon as a referral fee on each purchase anyway) this might be a significant enough affiliate commission that they’d come on board. But that’s not what this article is about!
We’re talking about using Amazon Influencers to drive sales ON Amazon – and to that point, these influencers are already incentivised to drive sales of products on Amazon – their commission is covered by Amazon – you just need to provide them with products that they want to promote.
Using Amazon Influencers To Launch Products & Drive Sales
Amazon Influencers are hidden in plain sight, you just need to know how to find Amazon Influencers for your Private Label Brand. We have an upcoming article on that one, so stay tuned.
Once you’ve found them, you need to negotiate and build a relationship with them that supports them in promoting your products. Resharing their content on social accounts, liking and following their Amazon Influencer Page and their websites if they have one. Offering these Amazon influencers the product for free in return for an honest review is a legitimate strategy. It’s not advised to ask them to buy the product and be rebated or compensated in return. This is a business relationship, but it’s also a brand relationship, so be cool about it. Don’t treat them like a random ManyChat Messenger Subscriber you picked up with a cheap Facebook Ad!
Once you’ve negotiated with them it’s a case of managing the delivery of what you’ve agreed they will do in return for the free product (or maybe a production fee if they’re doing things like videos or taking stylised photos for you to use as part of your branding.
That’s how to get traffic to amazon listings from influencers. (Well there’s a lot more to it than those short paragraphs suggest – but I’ll dig into the topic of using influencer to get sales on Amazon on another day)
Should I Drive Traffic Directly To My Amazon Listings?
You have a choice when it comes to sending traffic directly to your Amazon listing “direct response marketing” style, or whether you send the traffic via a landing page.
your landing page for this Amazon Listing Traffic could be a sales page, selling more of the product benefits or you could integrate an email opt in to capture an email BEFORE the buyer gets to your Amazon Listing.
The incentive for the buyer to hand over their email address could be a discount coupon or discount code on the product you’re selling – that’s likely going to give you the highest conversion rate.
If you’re sending traffic directly from Ads, it’s likely you’re going to get a lot of browsers – unless you have a compelling special offer.
That will reduce your Conversion Rate (also called “Unit Session Percentage” in your Amazon Seller Central Business Reports). This is believed to be a ranking factor for the Amazon A9 Algorithm, so it’s important that if you’re going to drive traffic, it’s not going to be “browsing” traffic – but high buying intent.
Get Traffic To Amazon Listing Or Drive Traffic to Amazon Storefront?
One of the most significant benefits of sending traffic to your Amazon Storefront is the complete lack of competitor products being advertised in the same space as yours.
Think about it.
You generate hard earned traffic, on or off Amazon. You send it to your Amazon listings and the first thing Amazon does is try and sell your competitors product to them.
You can completely bypass this “on-screen overwhelm” by sending traffic straight to your Amazon storefront.
amazon product page
Tracking Traffic To Amazon
I’ll talk about Amazon Attribution and using Storefront tags to track conversions on Amazon.
You can also use the Amazon Affiliate programme to track traffic using an affiliate tag.
Amazon Sessions vs Pageviews – Measuring Traffic
If you’re wondering what the difference between Amazon sessions vs pageviews is, you’re not the only one.
Amazon Page Views or Pageviews are the number of unique views your Amazon Listing has had.
Amazon Sessions on the other hand, only count the number of user sessions in which your Amazon Listing was viewed, regardless of the number of times a shopper may have visited your listing in a single session.
In other words, sessions is the count of unique viewers of the product page whilst the page views would be total view count from those unique viewers.
A shopper may visit your product page multiple times in a shopping session before choosing which item to purchase.
In which case, Amazon would report to you that a single shopper has generated a single “session”
Amazon would however report each individual page view that shopper generated, so you’ll see multiple page views counted against a single session.
Pageviews vs sessions is probably easier to demonstrate than it is to explain by text, but hopefully that clears that one up.
Obviously if you’re wondering how to improve seo on Amazon, that’s more of an Amazon Listing Optimisation question. This should result in better overall indexing and can therefore increase your chances of getting sessions and pageviews on your Amazon listing. However, indexed doesn’t mean ranked and therefore isn’t the complete formula for driving traffic to your Amazon Store.
There are a few options in terms of Advertising ON Amazon when answering how to promote your product ON amazon, and the team at Amazon appear to come up with a new way for us to spend money advertising our products with them every single week!
Amazon Pay Per Click – Amazon Headline Search Ads
headline ads amazon
Amazon PPC – Sponsored Products
Amazon PPC Ads
Amazon Display Ads – Amazon Retargeting Ads
amazon native ads
Amazon Retargeting Ads
Amazon Video Ads
add video to amazon listing
External traffic is the most sustainable and cost effective way of getting your products onto the first page of Amazon and keeping them there in a completely defensible way, the competition won’t know what hit them.
Driving traffic from multiple sources is going to be essential for the future of competition on Amazon.
If you want to please the a9 amazon ranking algorithm, it’s going to take ever more digital marketing tricks as the competition ups their game on Amazon.
If you’re wondering “what about the amazon a10 algorithm” there’s no such thing. Kevin King called this out as a Hoax on the Seller Sessions Podcast with Danny McMillan last year . It’s the A9 Algorithm you should be concerned about as an Amazon FBA Seller!
Without deviating too much from useful methodologies and strategies for ranking your product on Amazon, we’ll take a quick detour to talk about mindset.
I love competition. It pushes everyone to be better, leaner, faster.
After all, “bad habits are bred in good times”
If you’re looking for someone who REALLY demonstrates the mindset required to dominate the competition on Amazon, look no further than Joe Jaques. He was interviewed on Michael Veazey’s Amazing FBA Podcast last year and his interview is a stark reminder of who you’re up against our there in the Amazon FBA world.
The answer is fundamentally: leave no stone unturned and give them everything you’ve got!
Here’s interview 1 of 2 with Joe
END OF ARTICLE
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