How much do you know about Amazon’s off-site traffic

For Amazon, Off-site traffic is divided into several blocks

1. Social media traffic (Facebook, Twitter, Reddit, etc.).

2. Video and picture sharing websites (YouTube, Instagram, Pinterest, Flickr, etc.).

3. Professional deal forums and discount sites (Slickdeals, Kinja, Dealnews, Dealwiki, Techbargain, Bensbargains in the US, HotUKdeals in the UK, etc.).

4. Evaluation websites, blogs, etc. (CNET, TechRadar, The Verge, TechCrunch, Digital trend, etc., in no particular order).

5. Company official website, independent website (generally speaking, independent website traffic mainly promotes on-site transactions, but based on the habits of some buyers, there will also be an Amazon shopping entrance).

6. Google ads and Facebook ads (this is a big pitfall, because Google ads basically attract traffic to independent websites, and the same goes for Facebook ads. The reasons are explained in detail below).

First: social media traffic (Facebook, Twitter, Reddit, etc.) Amazon traffic index ★★☆☆☆

The harsh truth is:

1) The golden age of social media traffic has passed for several years, and it is increasingly returning to its original function, which is social networking. It’s no longer an era when simply posting product discount posts can attract a lot of traffic and clicks. Users still mainly socialize on social media.

2) Facebook’s algorithm update has given more consideration to users’ experience, resulting in a serious decline in the reach of fans posting on official accounts. Suppose you have 10,000 fans, and if you post a post, only a few hundred people may see it. This is also where Facebook is more insidious, wanting you to spend money on advertising.

3) I don’t know much about Twitter, but as far as I know so far, promoting products on Twitter is obviously not effective. As a large forum with hundreds of millions of active users, Reddit has great potential to tap and attract traffic, but I don't understand how to play it.

Strategy: Official account diverts traffic to Amazon Listing is not very reliable. Besides, the traffic must be actively directed to the official website without giving Amazon a commission. Unless you use discount groups on Facebook to attract traffic, it is still very powerful. Facebook is suitable for brand promotion, product sharing, and making friends. Socialize first and then attract traffic. Posting product posts on the rooftop will definitely disown you, the user experience will be poor, and the reach rate will also decrease.

Second: Video and picture sharing website ( YouTube, Instagram, Pinterest, Flickr, etc.) Amazon traffic index ★★★★☆

Features of YouTube: The video carrier carries a large amount of information, has a large number of users, and is very accurate in attracting traffic.

1) In an era where video is king, as can be seen from the popularity of China’s Douyin in Southeast Asia, India and North America, in recent years when people are generally impetuous, the popularity of smartphones has led to everyone getting a lot of information every day, and video takes up most of our leisure time with its huge advantages, so video is definitely a method that cannot be ignored.

2) Youtube promotes products, the first official channel, the second celebrity promotion. The official channel can display product promotion videos, product operation videos, etc. Celebrity promotion has only emerged in China in recent years. Products are sent for testing and Amazon links are posted to attract traffic. Talking about cooperation with celebrities, etc. (I’m a little tired from talking about it).

3) What product promotion is Youtube suitable for? My feeling is that everything is fine. The reviews range from daily necessities to top luxury cars. How to find celebrities? This is also a science. Directly search competitor brand names and product names on YouTube. This is the fastest. For more advanced ones, you can find new celebrities in the upstream and downstream of the product based on product relevance. You can also use tools, such as ahrefs, etc. to search your opponent's ASIN and find out which celebrity he uses. You can also contact them and they will most likely test your product.

Instagram, Pinterest, Flickr: official account + celebrity. To be honest, I don’t show off on Instagram and haven’t done much, but I feel it is more suitable for clothing and home furnishings. When looking for celebrities, you can refer to YouTube for the method above. But one more aside, YouTube celebrities are more suitable for independent website traffic. You can save Amazon commissions and don’t have to worry about the traffic you bring to your listing being attracted by other products.

Third: Professional deal forum, discount site Amazon traffic index ★★★★★

Features: Quick results, large traffic, can be used to clear inventory and improve rankings, without fear of traffic being lured away by other products (discounts).

For impatient Chinese bosses, this is a super traffic-draining tool. The largest forum discount website ever I have seen a post on slickdeals with 700 orders, and even 2K orders. But there is a fee, ranging from US$5 to US$500, so you get what you pay for.

Because my previous experience was mainly about discounts in North America, I will only talk about North America in detail:

1) Discount websites can be divided into three categories according to type: forum type, specialized discount website, and blog discount website. Forum representative: Slickdeals, professional discount site representative: Dealnews, Techbargian, 1 sales, Dealwiki, etc. Blog representative: Kinja

2) You can choose different sites according to different products: for example, Slickdeals is a comprehensive one and can post anything, Techbargain is for electronics, Bradsdeal is for clothing and home furnishings, etc. I advise you to go directly to a reliable intermediary and ask them to educate you and recommend suitable sites to you.

3) Depending on the number of feedbacks, reviews, and Fakespot level of your Amazon store, you will also be restricted from choosing some discount websites. http://www.dealshuo.com/ Refer to the deal, it’s quite complete, so I won’t go into too much detail.

Fourth: Evaluation websites, blogs, etc.Amazon traffic index ★★★☆☆

Features: professional, authoritative& High credibility, relatively long-term traffic (usually it will exist permanently)

Although it was said earlier that today is an era where video is king, professional evaluation websites and blogs are still a large source of traffic and are more suitable for brand promotion. Amazon traffic can also be used.

The evaluation website blog personally feels that it is suitable for the value of goods.For products over $50, CNET, TechRadar, The Verge, TechCrunch, Digital Trend, these big websites with monthly traffic of hundreds of millions, if your product is lucky enough to be promoted by an editor, congratulations, it will become a hit. However, big websites still tend to do product reviews of big brands.

Of course, there are opportunities for small or no brands. For example, those with monthly traffic of tens of thousands or hundreds of thousands should not be underestimated. Some websites provide products for evaluation, while others require money and have no reference. The greater the traffic, the more expensive it is. The deal station is almost the same.

How to find evaluation website blogs: Search directly on Google Product name+blog/review, or competitor product name +blog/review. Or use tools such as ahrefs to search.

Fifth: Company official website independent stationAmazon traffic index ★★★☆☆

Features: Accurate flow 

Generally speaking, independent website traffic mainly promotes on-site transactions, eliminating the commission to Amazon, and maybe the price can be discounted. But there will also be an Amazon shopping entrance based on the habits of some buyers.

Sixth: Google Ads and Facebook ads

First, let’s talk about Google advertising (keyword advertising) and Facebook Ad Differences:

Difference 1: Google Ads is In bound marketing, Taiwanese call it inbound marketing, we call it inbound marketing, that is, the customer actively searched for keywords on Google, and your ad only popped up, indicating that he has real needs. The evaluation website blog mentioned above also belongs to inbound marketing. Facebook advertising is outbound marketing, push marketing, where you make an ad with a video, picture, or slideshow, select a group of people, and actively recommend it to the target audience. Most people will ignore you.

Difference 2: Google ads are easier to facilitate transactions, because the user's search means he has needs. but Facebook ads are what you push to your target audience, and most people will definitely dislike you. But professionals will have some ideas, use Facebook ads to increase exposure, and let people know about this brand. When he searches on Google and sees your ad, he will think, hey, he seems to have seen this thing somewhere, and he will most likely click on it.

use Facebook and Google ads are a big pitfall when it comes to diverting traffic to Amazon, because Google ads basically divert traffic to independent websites, and the same goes for Facebook ads.

Reason: On the one hand, traffic is easily abducted by other companies (independent stations do not have this worry). Secondly, it is not easy to track the results, and the traffic is not accurate and can easily be reduced. Listing conversion rate, affects Amazon’s distribution of traffic