Using Amazon Sponsored Ads and External Traffic to Boost Sales

To boost sales using Amazon Sponsored Ads and external traffic, combine targeted Amazon ad campaigns with strategic off-Amazon marketing efforts.

Amazon Sponsored Ads help increase product visibility directly on Amazon through placements in shopping results and product detail pages. Using Sponsored Products, Sponsored Brands, and Sponsored Display ads, you can target shoppers at different stages of the buying journey—from awareness to conversion—by leveraging keyword targeting, audience interests, and competitor product pages. This full-funnel approach improves ad effectiveness and return on ad spend (ROAS).

Key tactics for Sponsored Ads:

• Start with broad targeting to build awareness, then narrow targeting to focus on shoppers showing interest or ready to buy.
• Monitor campaign reports to optimize ad spend and improve cost-effectiveness.
• Use Sponsored Products especially for new product launches to gain traction in Amazon search results.

External traffic involves driving shoppers from outside Amazon (social media, email marketing, influencer partnerships, paid ads on Google/Facebook) to your Amazon listings. This can increase your product’s sales velocity and organic ranking on Amazon, amplifying the impact of your Sponsored Ads campaigns.

Best practices combining both:

• Use external traffic to generate initial sales and reviews, which improve organic ranking.
• Run Sponsored Ads to capture high-intent shoppers already on Amazon.
• Track advertising cost of sales (ACoS) carefully; high ACoS (e.g., 50-60%) may indicate inefficient spend, so continuously optimize keywords and bids.
• Expand advertising to multiple Amazon marketplaces if applicable to diversify revenue streams.

Together, Amazon Sponsored Ads and external traffic create a synergistic effect that boosts product visibility, drives sales, and builds brand presence effectively.