The Truth About Sending External Traffic to Amazon: Goldmine or Money Pit? 🚀💰

Here’s the deal…

Sellers everywhere are raving about sending external traffic to Amazon. Some swear it skyrockets rankings, while others complain it’s like setting money on fire.

So, should you be driving Facebook, Google, or TikTok traffic to your listings? Or is it a waste of time and cash?

Let’s break it down—real talk, no fluff. And I’ll even share a wild success story that proves how external traffic can transform a struggling product into a bestseller.

Why External Traffic Even Matters 🔥

Amazon loves external traffic. Why? Because it brings in new shoppers, and Amazon doesn’t have to pay for those eyeballs. When you send visitors from outside (social media, blogs, Google ads, etc.), Amazon often rewards you with:

✅ Higher organic rankings – More traffic = more sales = better keyword rankings
✅ Amazon’s Brand Referral Bonus – Get up to 10% back on sales from external traffic (that’s free money!)
✅ Lower PPC dependence – Less competition compared to Amazon ads

Sounds amazing, right? But hold up—there’s a flip side.

The Dark Side of External Traffic ⚠️

Driving outside traffic can work, but only if done right. Here’s what can go wrong:

❌ Low conversion rates – Unlike Amazon shoppers, people from Facebook or Google aren’t always ready to buy. That can hurt your listing’s performance.
❌ Wasted ad spend – If you’re not tracking ROI, you could be throwing money at traffic that never converts.
❌ Amazon’s leaky funnel – Visitors you send might just browse… then buy from your competitor instead. Ouch.

So, what’s the right way to do it?

How I Helped a Seller Turn a Dying Product Into a Bestseller Using External Traffic 🎯

A seller (let’s call him Mike) came to me in full panic mode. His product—a premium dog leash—was stuck on page 5 of Amazon. PPC wasn’t working. Sales were trickling in.

We needed a game-changer.

Step 1: Built a Simple Lead Magnet 🎁

Instead of sending cold traffic directly to Amazon, we created a free "Ultimate Dog Training Guide" (PDF) that dog owners could download by entering their email.

Step 2: Ran Facebook Ads to Capture Emails 📩

We targeted dog lovers, offering the guide for free. In just two weeks, we built an email list of 5,000 potential buyers.

Step 3: Launched an Email Campaign With a Special Offer 🏆

We sent an email blast advertising a limited-time 20% discount on Amazon. Since these were warm leads, they converted way better than cold Facebook traffic.

Step 4: Amazon’s Algorithm Kicked In 🚀

The surge in traffic + high conversions pushed the listing from page 5 to page 1 in under 30 days. Mike’s organic sales took off, and his PPC spend dropped by 40% because he didn’t need ads as much anymore.

💡 Lesson: Don’t just throw money at ads. Build an audience first, then drive them to Amazon.

How to Make External Traffic Work for You 🏆

If you’re serious about using external traffic to boost sales, follow these golden rules:

✔ Use landing pages – Never send cold traffic straight to Amazon. Capture emails first!
✔ Target the right audience – Find people who are already interested in your product niche.
✔ Leverage Amazon’s Brand Referral Bonus – If you’re brand registered, get cashback on external sales.
✔ Track results – Use Amazon Attribution to see which traffic sources actually convert.
✔ Start small – Test different channels (Google, Facebook, TikTok) before scaling.

The Big Takeaway 🎯

External traffic can be a game-changer—but only if done right.

🚀 Send targeted traffic, not just random clicks.
📩 Capture leads first to warm them up.
💰 Use Amazon’s Brand Referral Bonus to maximize ROI.

Get this right, and Amazon will reward you with better rankings, higher sales, and less reliance on PPC.

More traffic, more sales, less PPC pain—now that's the Amazon dream! 🚀

— Ryan Keene

👉 Know a seller who needs to hear this? Share this post with them! Let’s help more Amazon sellers crack the code on external traffic. 🚀

Got questions? Drop them in the comments—I’m happy to help! 💬