The holiday season is the most important time of year for many businesses, and Amazon is no exception, with the holiday season accounting for a significant portion of the company’s annual revenue.
Make the most of the most wonderful time of the year by driving external traffic to your Amazon listings and watching your profits fly through the roof (sorry, Rudolph).
Driving external traffic from Google, Meta, or TikTok benefits your Amazon product listings primarily because of Amazon’s own algorithms and how they weigh the value of traffic from outside sources. In addition, external traffic drives some of Amazon’s most valued internal metrics. Here’s how:
Amazon prioritizes off-platform traffic. When Amazon sees people clicking on your ads and links from outside Amazon, it takes that as a signal that your products are popular and relevant. It’s similar to how Google ranks content, in part by establishing value based on who is linking to the piece, as well as the overall site structure in which the piece is embedded.
Off-platform traffic can therefore get your products featured in more prominent places on the Amazon website.
Driving traffic from sources outside Amazon also has the potential to greatly increase your sales velocity, which in turn helps your product’s ranking.
Amazon defines sales velocity as the number and dollar amount of transactions during any given month. The Amazon algorithm takes this into account when ranking products, meaning the higher the sales velocity, the higher the rank.
External traffic is essential for increasing organic and paid sales velocity.
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Beyond raw sales, building your volume of external traffic also helps attract new audiences and broaden your customer base..
During the holiday season in particular, people are shopping more than at any other time of the year. Going after off-platform traffic takes you beyond the Amazon ecosphere, to reach a wider audience of potential customers for your product – before, during, and after the holiday season.
Similarly, driving customers from external sources allows you to build a database that can be retargeted later from multiple sources including Google, social media ads, and more.
Finally, if you’re using paid advertising to bring in new audiences, make sure to optimize those ads for conversion. This will help you attract interested customers, which is especially crucial during the holiday rush. Tools like PixelMe allow you to optimize for conversion instead of clicks, helping your business intentionally target relevant customers and make more efficient use of your ad spend.
There are a number of ways to drive external traffic to Amazon. Here are a few of the most effective methods:
To maximize these strategies,, you’ll want to make sure your Amazon listings are highly optimized. This includes using relevant keywords, writing clear and concise product descriptions, as well as uploading high-quality images.
Maximizing your external traffic efforts means avoiding the things that can derail their effectiveness.
Here are a few to keep in mind:
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By following these tips, you can drive external traffic to your Amazon listings and boost your sales during the holiday season.
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When it comes to the holidays, why not give yourself the gift of more sales and more profit? Here’s how you can make the most of this and every Q4:
The holiday season is a busy time, so it's important to start planning early. This will give you time to create your campaigns, optimize your listings, and get your inventory ready. How early? Every company is different but a good rule of thumb is to be ready by the time the kids are back in school.
It’s important to track the results of your campaigns so that you can see what’s working and what’s not. This will help you optimize your campaigns and get the most out of your investment. Remember that new audiences you create through these efforts will become the basis for hyper-efficient retargeting campaigns in Q1.
The holiday season is a busy time, and things can sometimes go wrong. If you’re not getting the results you want, make adjustments as needed, keep at it and be patient. The important thing is to stay focused on your objectives.
Making changes like these will be the gift that keeps on giving after the holiday peak and into the new year.
There are many moving parts and in-depth knowledge required to put all the right pieces together for a successful external traffic campaign – especially during the busy holiday season. But you don’t have to do it all on your own. Ecommerce agencies like VENDO have the expertise and proven track record to make these campaigns successful and are a strong option if you’re not trying to do it all in-house.
If you need additional help to drive that traffic, Carbon6 has your back. Their Amazon-approved PPC tool, PPC Entourage is engineered to maximize ad revenue, slash ACoS, and improve profit margins with customizable bulk templates and multi-campaign deployment.
Tis' the season for unlocking profitability on Amazon, so let's make the most of external traffic this holiday season.