14 Feb How to bring external traffic to your Amazon Store
- Despite the great relevance that Amazon has acquired in the way consumers shop, a large part of the traffic is still generated through external channels to the marketplace.
- Knowing how to manage this traffic and how to redirect it to your Amazon Store can be key to your business’ success.
There’s no denying that the online shopping landscape has changed since Amazon’s arrival in homes around the world. Nowadays, you’re unlikely to find someone who hasn’t searched for a certain product in the marketplace. In fact, the latest reports indicate that around 60% of people use Amazon as their default search engine when buying products, ahead of Google.
But, despite this and as we have pointed out on other occasions, 40% of people continue to search for products in a «traditional» way through conventional search engines. This percentage, although lower than the other, is still significant and can be the difference between being successful and not.
Therefore, it’s essential to take care of both the image inside Jeff Bezos’ platform and outside, paying attention to all the details that can make a potential customer decide to browse your products.
Today at Nozama Solutions, we’ll give you some tips and ideas so that you can attract more external traffic to your Store.
Ways to generate external traffic to the Store
There are a number of ways to get customers to your Amazon Store, but there is no one way that stands out above the rest and the best bet is always a combination of all of them.
YOUR OWN E-COMMERCE WEBSITE
Redirecting customers who come to buy on your site to Amazon? It seems sort of contradictory, doesn’t it? Well, it’s not. Having a website where you can sell your own products helps you in two ways to increase your sales on Amazon:
- Firstly, you can segment the audiences that come to you, getting to know your target audience better and having the possibility of remarketing to them or generating specific audiences to address in the marketplace.
- Secondly, you can collect the email addresses of your buyers, which will allow you to carry out email marketing with them and also offer your products on Amazon, using the facilities that this modality offers them as an added value.
But how can this benefit you within Amazon? Because visibility on Jeff Bezos’ company works by «rewarding» those accounts that adequately meet the demands of consumers, so that a higher volume of sales translates into more visits and, therefore, more sales. This is known as the Amazon flywheel effect.
USING SOCIAL NETWORKS AND INFLUENCERS
A study by Insider Intelligence claims that 40% of US consumers aged 18-24 use TikTok and Instagram to start their product searches. For this reason, it’s essential for you to have profiles on social networks, at least on the ones where your target audience is most present.
You should also take care of the image you project on them as they are your showcase to the world. Therefore, publish quality content that represents you and makes users feel identified with your brand. If all this is accompanied by references and links to Amazon, with the added value and payment facilities that this means for users, you will increase your traffic to the Store.
Another good initiative is to collaborate with Influencers to promote your products. This is a practice that increases conversion as it builds consumer confidence that products are being recommended by people they follow and identify with. It can also generate associative relationships between your values and those that person transmits, improving your brand image.
ADVERTISING, BOTH TRADITIONAL AND ON SOCIAL MEDIA
We’re not making any new discoveries. Advertising, no matter how many years go by, is still one of the main engines to drive traffic to where you want it to go. But it’s very important for you to carefully plan the strategy you’re going to follow to avoid wasting the advertising investment you make.
We can talk about two types of advertising: on social networks or on Google. Something you have to take into account is that you can direct the advertising directly to your Amazon Store, or on the contrary, to your website and then apply what we saw in the first section.
As you’ll have seen, everything is related and everything has the same objective: to increase your sales. So in the next post, we’ll go into more depth on how and where you can invest your budget in the best way to maximise results.