Amazon is a big place with millions of sellers. It’s becoming increasingly challenging to stand out and grow your business solely by utilizing tools within Amazon. That’s why smart sellers are starting to look beyond Amazon to attract more customers. This is called external traffic. And the best way to understand how well that traffic is working is by using a tool called Amazon Attribution.
Let’s break it all down in simple terms.
Why Growing on Amazon Is Getting Harder
Years ago, you could list a product, run a few Amazon ads, and see lots of sales. However, with the increasing number of products and ads, the cost of advertising is also rising. It’s also harder to get your product to show up in search results because there’s more competition.
Amazon’s own ads, called PPC (Pay-Per-Click), are still useful. But they’re more expensive and crowded than ever. If you want to grow your Amazon business today, you need to bring people from outside Amazon, like from Google, Facebook, Instagram, or YouTube, to your product page.
This outside traffic doesn’t just help you get more sales. Amazon views this outside traffic as a positive development. It informs Amazon that your product is in high demand, which helps boost your product ranking. That’s how external traffic leads to better Amazon growth.
Furthermore, nearly 42% of Amazon’s total traffic already comes from external sources, equating to almost 1 billion visits. And most of that traffic—about 90%—is organic, with Google holding a 92.18% market share. That means shoppers are discovering Amazon listings from search engines first, long before they log onto Amazon itself.
Amazon Rewards External Traffic
One thing many sellers may not know is that Amazon actually rewards listings that receive traffic from other websites. When people come to Amazon from outside platforms and make a purchase, it indicates to Amazon that your product is trustworthy and well-received. Amazon’s algorithm notices this activity and often ranks your product higher.
Higher rankings mean more people can find your product in search results. So, even if you spend money bringing in traffic from social media or search engines, you also improve your organic traffic on Amazon. That’s a double win for Amazon’s growth.
External traffic doesn’t just bring visits. It also converts. According to Carbon6, external sources drive 41% of total Amazon sales, and visitors from these sources have a high cart-to-purchase conversion rate of 58.6%. This means that people who click in from outside are more likely to make a purchase.
Sellers who utilize external traffic can also reduce their dependence on Amazon PPC. Instead of competing for expensive ad space, they build new paths to their product, and often lower their costs while growing sales.
Amazon encourages sellers to attract new traffic from outside its platform, as this helps them reach a broader customer base and expand the ecosystem. In return, sellers who do this the right way often get better visibility, more sales, and long-term results.
What Is Amazon Attribution?
Let’s say you tell your friends to go buy something from your Amazon store. If they buy it, wouldn’t you want to know which friend helped the most? That’s what Amazon Attribution does, but for your ads and outside traffic.
Amazon Attribution is a free tool that helps you track how people from outside Amazon behave once they visit your product page. It shows you where they came from, what they clicked on, and if they bought your product.
You can use it to see which websites or ads bring the most buyers, learn what kind of messages or pictures get clicks, and make better decisions for your next campaign. The cool part? You can test different platforms and see what really works, rather than guessing.
How Amazon Attribution Helps You Grow
Amazon growth is not just about selling more. It’s about learning what works so you can do more of it.
When you use Amazon Attribution, you get real numbers. These numbers show you which ads are helping and which ones aren’t. For example, if you run ads on Facebook and YouTube, you can see which one brings in more people who actually buy.
You can also find out what kind of posts or videos work best. Do your customers like product videos? Or maybe they prefer testimonials from happy buyers? Amazon Attribution helps you figure that out so you can spend your money wisely.
By measuring high-performing campaigns, you can send better external traffic, and knowing that 41% of Amazon sales already come from these channels makes this even more important.
A Simple Example of Amazon Growth Using External Traffic
One of our clients sold pet supplements. They were doing okay, but wanted to grow. We helped them run Facebook ads showing cute videos of pets and customer reviews. We used Amazon Attribution links to track the number of people who clicked and made a purchase.
After just one month, we observed that the video featuring a dog owner discussing the product received the most clicks. We focused on that ad and stopped running the ones that didn’t perform well.
In just two months, their Amazon sales doubled. That’s how external traffic, combined with the right tracking, led to real Amazon growth.
Why External Traffic Is So Powerful
When you send people to your Amazon listing from other places, you do more than get sales. You build trust. You reach people who might not have searched on Amazon at all. And best of all, you’re not fighting with every other seller for the same Amazon ad space.
Also, you can control the message. On Facebook or Google, you decide what people see. You can share a story, write a review, or offer a special deal. This helps people get to know your brand before they even click.
This kind of control makes your brand stronger. It’s not just about one sale. It’s about building a business that lasts and grows. And considering that nearly 1 billion visits to Amazon come from external sources, it’s a clear sign that this is where the future of Amazon growth lies.
How to Start Using Amazon Attribution
Getting started is easier than you think. If you have a brand registered on Amazon, you can use Amazon Attribution. Simply navigate to the Amazon Ads Console and follow the steps to create a tracking link.
Here’s what you do:
- Pick the product you want to promote
- Create a special link for your ad or post
- Use that link in your campaign (like on Facebook, Instagram, or a blog)
- Watch the results in the Attribution dashboard
Soon, you’ll start seeing which platforms and messages help you grow.
Challenges You Might Face
Of course, no tool is perfect. Sometimes, the data is slow to appear. Some websites don’t work well with Amazon Attribution. And if you’re new to ads outside of Amazon, it might feel confusing.
But don’t worry. There are tools and guides to help. Sites like HubSpot and Neil Patel offer free advice on running ads. You can also use dashboards like Triple Whale or Northbeam to keep track of everything in one place.
And remember: The more you try and learn, the easier it gets.
Amazon Growth Starts Beyond Amazon
To grow on Amazon today, you have to think bigger. You can’t just hope people find you through a search. You need to go out and bring them to your page. External traffic does that.
And with Amazon Attribution, you’re not guessing anymore. You can see what works, do more of it, and watch your sales go up.
Serious about growing your Amazon brand? At Brand Aventus, we help sellers unlock real results using external traffic strategies and expert-level Amazon Attribution setup. If you’re ready to scale with less guesswork and more proven tactics, book your free strategy call today.
