Imagine potential customers browsing your competitors' product pages when your items strategically appear in their view. This isn't coincidence but the precise application of Amazon's related traffic strategy. As an increasingly important traffic source for sellers, related traffic offers targeted exposure to shoppers already interested in similar products.
Understanding Related Traffic
Amazon's related traffic refers to various methods that connect users' browsing behavior with specific products or stores, directing them to view and purchase relevant items. This traffic source stands out for its precision, reaching potential customers already engaged with similar products or categories. The sources are diverse, including advertisements, organic recommendations, and user behavior-triggered suggestions.
Key Sources and Optimization Strategies
1. Automatic Advertising
Amazon's automatic ad system matches sellers' product links with similar items on the platform, displaying ads on those product pages. This approach quickly captures traffic from comparable product listings and generates keyword traffic. Automatic ad reports typically include both ASIN (Amazon Standard Identification Number) and keyword data, reflecting diverse traffic sources.
Optimization Tip: For automatic ads, closely monitor performance reports to identify top-performing ASINs and keywords, then apply these findings to manual campaigns for improved targeting and conversion rates.
2. Product Display Ads
Product display advertising includes Sponsored Display (SD) and Demand-Side Platform (DSP) ads. Both formats typically deliver strong performance in impressions, clicks, and conversions. DSP ads particularly shine with premium placements below competitor product descriptions or shopping carts, offering exceptional conversion potential.
Optimization Tip: For SD ads, monitor placement competition and adjust budgets and bids accordingly. With DSP ads, maximize premium placements by refining creative content and audience targeting.
3. Video Advertising
Video ads allow targeting by keywords or ASINs. When targeting competitor ASINs, these ads may appear below product descriptions or shopping carts, effectively capturing attention. The visual format powerfully showcases product features and benefits.
Optimization Tip: Create high-quality video content highlighting product differentiators. Continuously optimize based on performance data and audience response.
4. "Frequently Bought Together" Recommendations
This recommendation section automatically suggests complementary products based on purchase patterns. Sellers can influence placements by simulating purchase behavior - adding both their product and a competitor's item to cart and completing the purchase. Repeating this process increases bundling probability.
Optimization Tip: Select complementary competitor products for bundling. Adjust frequency based on category competitiveness and monitor effectiveness.
Building a Traffic Loop
Experienced sellers can create a self-sustaining traffic ecosystem by cross-promoting products across price tiers within the same category, regardless of brand ownership. This approach keeps Amazon's traffic circulating within the seller's product portfolio.
Implementation Steps:
- Identify target categories containing multiple products
- Segment products by price tier (entry-level, mid-range, premium)
- Cross-promote across tiers using automatic, display, and video ads
- Optimize "Frequently Bought Together" placements through simulated purchases
- Continuously analyze performance and refine strategies
Strategic Advantages
Amazon's related traffic offers sellers a powerful method to capture qualified traffic and increase sales. By strategically combining automatic ads, display advertising, video promotions, and recommendation placements while establishing traffic loops, sellers can maximize platform traffic to drive business growth. Both new and established sellers should prioritize related traffic strategies to maintain competitive advantage.