Here’s the truth most Amazon sellers miss…

Your Amazon sales don’t only come from Amazon.

Yep. I said it.

One of the biggest sales spikes I ever saw on Amazon started on Google.

Not Amazon PPC.
Not a lightning deal.
Not some fancy launch trick.

Just a tiny Google ad campaign.

And the results shocked even me.

📖 The Day Google Accidentally Blew Up My Amazon Sales

A few years back I was working with a brand selling a premium yoga mat.

Solid product.

Good reviews.

Decent Amazon PPC running.

But sales were stuck around 20 units a day.

Not terrible.
Not amazing.

Just… flat.

So we tried something weird.

Instead of throwing more money at Amazon ads…

I ran a small Google Shopping campaign targeting keywords like:

• best yoga mat for hot yoga

• eco friendly yoga mat

• non slip yoga mat

But here’s the twist…

The ads didn’t go to Amazon.

They went to the brand’s website.

Budget?

A tiny $30/day.

Nothing crazy.

Nothing risky.

Just a test.

What happened next surprised everyone.

Within two weeks:

• Website traffic went up
• Brand searches increased
• Amazon sales jumped from 20/day to nearly 60/day

And here’s the kicker…

Amazon PPC barely changed.

So where did the extra sales come from?

People were doing this:

1. See the product on Google

2. Learn about the brand

3. Then search the brand name on Amazon

4. Buy there instead

Classic shopper behavior.

And that’s the Halo Effect in action.

🔢 What the Halo Effect Actually Is

The Halo Effect means marketing in one place increases sales somewhere else.

In ecommerce, it happens all the time.

Example:

You run ads on:

• Google

• YouTube

• TikTok

• Instagram

But people end up buying on:

Amazon.

Why?

Because shoppers trust Amazon more.

They want:

• Prime shipping

• easy returns

• familiar checkout

So they discover elsewhere… but purchase on Amazon.

🔧 The Simple Halo Strategy I Use

You don’t need a giant budget to do this.

In fact, most sellers I work with start small.

Here’s the playbook.

1️⃣ Target Problem-Based Keywords

Don’t start with brand terms.

Start with problems buyers are trying to solve.

Example:

Instead of:

❌ “Yoga mat”

Use:

✅ “yoga mat for sweaty hands”
✅ “best yoga mat for hot yoga”

Problem keywords = higher buying intent.

2️⃣ Send Traffic to a Simple Landing Page

Not Amazon.

Not yet.

A simple page that shows:

• Product benefits

• Photos

• Social proof

• A comparison chart

Your job here is education and trust.

Then include a big button:

👉 “Buy on Amazon”

3️⃣ Let Amazon Close the Sale

Amazon is still the closer.

And that’s fine.

Because the goal isn’t to sell on your site.

The goal is to create demand for your product.

Once buyers search your brand on Amazon…

Two things happen:

• Your conversion rate jumps
• Your organic rank climbs

And Amazon’s algorithm loves both.

4️⃣ Watch the Brand Search Spike

One of my favorite signals of Halo working is this:

Brand searches go up.

You’ll see more people typing:

“Brand Name + product”

Into Amazon.

That tells you something powerful:

People already want your product before they hit Amazon.

And that’s the dream.

🎯 The Big Lesson

Amazon is an amazing marketplace.

But it’s still just that…

A marketplace.

If all your traffic comes from inside Amazon…

You’re fighting every seller in your category.

But when you bring traffic from outside Amazon…

You create demand before shoppers arrive.

And that’s when things get fun.

Because now Amazon sees:

• more traffic

• more conversions

• more brand searches

Which leads to…

More organic rank.

Which leads to…

More sales.

The flywheel starts spinning.

💬 The Saying I Tell Every Seller

I’ve said this for years:

“The best way to win on Amazon… is to not rely on Amazon.”

Drive traffic from outside.

Let Amazon do what it does best.

Close the deal.

FAXs — Frequently Asked Xs 🤔

1. Does Google traffic really help Amazon ranking?

Yes. More traffic and conversions can increase sales velocity, which improves organic rank.

2. Do I need a website for this?

Yes. Even a simple one-page landing page works.

3. Can I send Google ads directly to Amazon?

You can, but you lose data and control.

4. How much should beginners spend?

Start small. $10–$30/day is enough to test.

5. Does this work for private label only?

Mostly yes. Brand identity matters for Halo effects.

6. What ad type works best?

Google Shopping and Google Search.

7. What keywords should I target?

Problem-based keywords buyers search before purchase.

8. How long before results appear?

Usually 2–4 weeks to see clear trends.

9. Does this work for new products?

Yes — it’s great for launches.

10. Why don’t more sellers do this?

Because most sellers only think inside Amazon.

And that’s a mistake.

✅ Lesson: Traffic from outside Amazon can multiply your Amazon sales.

💬 Remember:
“The best way to win on Amazon… is to not rely on Amazon.”

Andy Splichal
Founder & Managing Partner of True Online Presence & Author of the Make Each Click Count Book Series

P.S. Want to scale your sales without scaling your stress? I manage PPC for sellers who are serious about growth.
🎯 Book a free strategy call here — we’ll map out a winning game plan.

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