Amazon sellers often ask: “Should I send off-Amazon traffic to my Amazon listings?”
It’s a fantastic question, especially with the ever-changing eCommerce landscape. Let’s break it down. I’ll walk you through the pros, cons, and best practices so you can make the best decision for your business.
Why Would You Send Traffic to Amazon? 🤔
Amazon dominates eCommerce. 74% of U.S. product searches start on Amazon.
But here’s the problem: competition is fierce. You’re up against thousands of sellers fighting for rankings and the Buy Box. So why bother sending traffic from outside sources like Google Ads, Facebook Ads, or email campaigns?
✔ Boost sales velocity – More sales = better rankings.
✔ Win the Buy Box more often – Amazon loves sellers that drive external traffic.
✔ Reach new customers – Not everyone starts their search on Amazon.
Sounds good, right? But before you jump in, let’s look at both sides of the coin.
The Pros of Sending Off-Amazon Traffic ✅
- Sales Velocity & Organic Rankings 🚀
Amazon’s ranking algorithm favors products that sell quickly. More sales from external traffic = higher search rankings.
📌 Example: If you launch a new product and drive Google Ads traffic to it, those initial sales can push your listing higher in Amazon’s search results.
- Amazon Rewards External Traffic 🎁
Amazon’s Attribution Program lets you track external traffic and rewards brands with bonuses for outside sales.
🔎 Example: If you drive Facebook Ads traffic to your listing, Amazon might boost your organic rankings because you’re bringing new customers to their platform.
- High Conversion Rates 💰
Amazon’s conversion rates are crazy high compared to typical eCommerce sites.
✔ Amazon: ~10-15% conversion rate
✔ Your own website: ~1-3% conversion rate
📌 Example: If your Facebook Ads aren’t converting on your site, redirecting them to Amazon might turn them into buyers.
The Cons of Sending Off-Amazon Traffic ❌
- You Don’t Own the Customer 😢
The biggest downside? Amazon keeps all the customer data.
❌ No email addresses
❌ No phone numbers
❌ No retargeting opportunities
It’s like inviting customers to your store but never getting their contact info to bring them back.
📌 Better alternative? If you want to build a long-term brand, consider sending traffic to your own website first, then leading them to Amazon.
- Amazon Takes a Cut of Your Profits 🏦
Amazon’s FBA fees + referral fees can eat into your margins. ✔ Example: If you spend $1 per click on Google Ads and Amazon takes 15% of every sale, your profits might disappear fast.
💡 Solution: Run the numbers before spending money on external traffic.
- No Control Over Listings 🚫
Amazon can suppress or suspend your listing at any time. If that happens, your paid traffic goes to waste.
📌 Example: You send traffic from a Google campaign to your Amazon listing. Suddenly, Amazon flags your listing for a minor issue. Now all that ad spend is flushed down the drain.
- Wasted Ad Spend 💸
If you’re not tracking results properly, you could be burning money on traffic that doesn’t convert.
✔ Solution: Use Amazon Attribution and UTM tracking to see which ads are working.
Should You Do It? Here’s My Take… 🎯
🚀 YES, if your goal is to boost Amazon rankings & sales velocity.
🛑 NO, if your focus is brand-building & customer retention.
Best approach? A mix of both.
✔ Drive traffic to your website first (capture emails).
✔ Then direct customers to Amazon to complete the purchase.
✔ Use Amazon Attribution to track performance.
Best Practices for Driving Off-Amazon Traffic 🔥
If you decide to send external traffic to Amazon, do it the smart way:
- Use Amazon Attribution 📊
Amazon lets you track off-site traffic and rewards you for it. Use it!
✔ Track results from Google, Facebook, TikTok, email, etc.
✔ Optimize your best-performing channels.
- Prioritize High-Converting Channels 🎯
Not all traffic converts. Focus on these winners:
✔ Google Ads – High intent searchers ready to buy.
✔ Email Marketing – Existing customers = higher conversions.
✔ Facebook & Instagram Ads – Retarget interested buyers.
- Offer Exclusive Amazon-Only Deals 🏷️
Give customers a reason to buy from Amazon.
✔ “Limited-time Amazon discount”
✔ “Free gift with Amazon purchase”
✔ “Exclusive bundle available only on Amazon”
📌 Example: Run a Google Ad that says: “Get 10% Off When You Buy on Amazon Today Only!”
- Retarget Non-Buyers 🛍️
If someone clicks your ad but doesn’t buy, don’t lose them!
✔ Use Facebook & Google retargeting ads to bring them back.
✔ Offer a time-sensitive discount.
📌 Example: “Still thinking about it? Get 10% off for the next 24 hours!”
- Watch Your Margins Like a Hawk 📉
Calculate your total costs before you start.
✔ Ad cost per click + Amazon fees + product cost = Real Profit Margin
If you’re spending more on ads than you’re making, it’s time to adjust your strategy.
Final Verdict: Should You Send Traffic to Amazon? 🎯
It depends!
✔ If you want quick Amazon rankings & sales velocity, go for it!
✔ If you care about customer ownership & long-term growth, focus on your website first. 🔎
Best strategy? Do both:
1️⃣ Capture leads on your website →
2️⃣ Send warm traffic to Amazon for conversion →
3️⃣ Retarget non-buyers with discounts & follow-ups.
Test, analyze, and refine. Your business, your rules.
Frequently Asked Questions (FAQs) About Sending Off-Amazon Traffic
- Does Amazon reward sellers for sending external traffic?
Yes! Amazon’s Attribution Program lets you track external traffic sources and may even reward you with higher rankings and bonuses for driving sales from outside Amazon.
- What’s the best external traffic source for Amazon sales?
It depends on your audience, but Google Ads, Facebook Ads, and email marketing tend to convert the best. Google Ads targets high-intent shoppers, while email and retargeting ads help re-engage potential buyers.
- Can I use external traffic for a product launch?
Absolutely! Driving off-Amazon traffic to a new listing can help boost sales velocity, leading to better organic rankings. Just be sure to track performance using Amazon Attribution.
- Should I send traffic directly to Amazon or my own website first?
If you want higher rankings on Amazon, send traffic directly to your Amazon listing. However, if you want to own customer data, send them to your website first, capture their email, and then guide them to Amazon.
- How do I track if my external traffic is actually converting on Amazon?
Use Amazon Attribution to track conversions from Google, Facebook, TikTok, and other external sources. You can also add UTM parameters for extra insights.
- Is it profitable to send paid traffic to Amazon?
It depends! Since Amazon takes referral & FBA fees, your profit margins need to be high enough to justify ad spend. Always calculate your true ROI before investing heavily.
- What’s the biggest mistake sellers make with off-Amazon traffic?
Not tracking conversions or calculating profit margins. Many sellers burn through ad budgets without knowing if their campaigns are actually driving profitable sales.
Need Help with Amazon Ads? If you’re looking to maximize your Amazon ad returns, sometimes you need an expert who’s been there, done that. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.