What is external traffic for Amazon sellers?

When we talk about Amazon, external traffic is any traffic (visitors, links, audience, outreach) that comes from anywhere other than the Amazon platform: organic search, PPC advertising, and more.
When we talk about Amazon, external traffic is any traffic (visitors, links, audience, outreach) that comes from anywhere other than the Amazon platform: organic search, PPC advertising, and more. External traffic can come from sources such as email, social media (Instagram or Twitter), a personal website, search engines (Google and Bing), video hosts (YouTube or TikTok), other websites (news portals, blogs), even links embedded in PDF files or other documents.
External traffic sources can be fee-based or free. For example, traffic from organic searches like Google and Bing is free. Examples of paid sources are traffic from advertising links on Google, display ads on other websites, and targeted ads on Facebook or LinkedIn.
Why use external traffic to help selling on Amazon?
First and foremost, it's essential for sales growth. Any e-commerce business, whether you're selling a service or product, running a blog or an affiliate website, relies on external traffic to grow.
 By getting better search results on Google or through paid advertising, you'll get more people going where you want them to go, in this case to your listings on Amazon. The more traffic you have, the better your chances of selling your product.

The main advantage of external traffic on Amazon is that Amazon counts external traffic with a higher coefficient. This helps improve your ranking on Amazon, since organic traffic is always better than paid traffic.
The benefits of using external traffic.

1. Helps you outpace your competitors.
Every day the number of sellers on Amazon is growing and every one of those sellers is selling their products through Amazon Ads. There's no doubt that properly configured Amazon ads give amazing results, but what do you do if the competition is also too strong?
One of the most effective ways to make your products relevant and recognizable to potential customers is to use external tools such as blogs, social media, videos and search engines.

This helps bypass all the Amazon-sponsored product ads that are trying to steal your visibility on Amazon.

2. External traffic increases brand awareness. 

One of the best ways to survive on Amazon is to create and develop your own brand. A recognizable brand with its own attributes is what differentiates your products from the competitors.
External traffic is the best brand building tool. Amazon is very restrictive, it has strict rules for introducing business. External traffic allows you to be creative, communicate more with your audience, and create a unique style that people can remember.

3. Bringing in traffic and increasing sales

Instead of depending solely on Amazon, external traffic opens the door for you to take control of your sales. By mastering different ways to drive traffic to products on Amazon, you'll achieve successful launches, increase sales, and build long-term relationships with your customers. 

4. Increase your keyword ranking and BSR.

High traffic = increased sales.
External traffic is like a supplement to Amazon's organic traffic. Anything you would add to promote your ads is a bonus. 
Because the speed of sales is one of the decisive factors in Amazon's algorithm, it often leads to higher ratings. This, as well, raises your BSR.

What channels to use to generate external traffic on Amazon?
Whether you use your own website, social media, email marketing, chatbots, or super-URLs, all of the methods described in this post and many others work to bring in external traffic.
 All of this external traffic will ultimately increase your organic search and ranking and is important for the growth of your business. Take the time to learn more about each platform and method in more detail and choose the one that best fits your time and budget.

Ivan Dybrovskii
Team Lead (external traffic) Unitix

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