Do you feel like Amazon traffic just isn’t cutting it anymore? That’s exactly why you need to learn how to drive external traffic to Amazon listings for Prime Day, because waiting on Amazon alone won’t move the needle.
Many sellers assume that Prime Day’s built-in hype will do all the work. But why leave traffic (and profit) on the table when you could be pulling in more from outside Amazon?
External traffic can give you an edge with faster rank boosts, stronger brand visibility, and even bonus payouts through Amazon’s own programs. If you’re not tapping into that during Prime Day, you’re missing a big opportunity.
In this guide, our Amazon agency will explain how Amazon sellers can drive external traffic to their Amazon listings for Prime Day using strategies like social media marketing, email, Google Ads, influencer partnerships, and Amazon DSP. It also covers common mistakes to avoid, tracking with Amazon Attribution, and how external traffic boosts sales, organic rankings, and eligibility for the Brand Referral Bonus.
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The Importance of External Traffic for Prime Day
Most Amazon sellers already focus on the basics, such as optimizing listings, running PPC campaigns, and collecting reviews, to boost conversions. That’s a solid strategy, especially with around 56% of shoppers starting their product search directly on Amazon.
But what about the other 44% who begin their shopping journey elsewhere? Too many sellers overlook this audience and miss out on valuable, high-intent traffic that could translate into major Prime Day sales.
Bringing in external traffic doesn’t just increase visibility, it also helps boost your sales velocity, improve organic rankings, and reach new customers who may not even be browsing Amazon yet. Plus, it builds long-term brand awareness and gives you more control over your growth, instead of relying solely on Amazon’s algorithm.
Tips on How to Drive External Traffic on Amazon Listings for Prime Day
With how important external traffic is for Prime Day, you’re probably wondering how to work it into your game plan. No need to overthink it, here are proven tips on how to drive external traffic to your Amazon listings for Prime Day.
Tip 1: Drive Prime Day Hype with Social Media Marketing
Social media platforms like Facebook, Instagram, TikTok, and Pinterest are great places to reach potential customers who aren’t actively shopping on Amazon, but could be. Focus on where your audience hangs out, then start teasing your Prime Day deals through short videos, eye-catching graphics, or simple posts that spark interest.
Don’t just post and pray; run targeted ads that speak to specific interests, behaviors, or shopping habits to attract cold and warm traffic. Use the 80/20 rule: share mostly value-driven or entertaining content, and slip in promotional posts that drive clicks straight to your Amazon listings.
Make sure your brand’s Amazon storefront link is added to your social media bios, link-in-bio tools, or pinned posts so it’s easy for followers to find your deals. The goal is to remove all friction between discovering your content and landing on your listing before Prime Day ends.
Tip 2: Turn Emails into Sales with Smart Email Campaigns
Although some might think email marketing is outdated, it still delivers one of the highest returns in digital marketing, with an average ROI of $42 for every $1 spent. Amazon sellers should absolutely use this channel to send targeted emails to past customers, subscribers, or warm leads ahead of Prime Day.
Start by segmenting your list and teasing your best Prime Day deals through short, personalized messages. Whether it’s a VIP discount, an early access link, or a simple reminder, email lets you control the message and drive high-intent traffic straight to your listings.
To get better results, make sure your subject lines spark curiosity or urgency, and include a clear CTA that links directly to your Amazon product or storefront. You can also use countdown timers, GIFs, or a sneak peek of your deals to increase engagement and boost click-through rates.
Tip 3: Partner with Influencers to Build Buzz Off-Amazon
Before, brands relied on celebrities to promote their products, but in recent years, influencer marketing has become the go-to strategy for more relatable and cost-effective promotion. Influencers, especially micro-influencers, have tighter-knit audiences that trust their recommendations, making them ideal for sellers looking to build hype around Prime Day deals.
For Prime Day, partner with influencers who align with your niche and have an engaged following on platforms like TikTok, Instagram, or YouTube. Amazon Influencers alone are responsible for driving 37% of Amazon’s external traffic, so tapping into their reach through product shoutouts, reviews, or live content can make a major impact on your listing’s performance.
To get better results, give influencers a unique Amazon Attribution link so you can track performance and earn Brand Referral Bonuses. You can also build a custom campaign using UGC-style content created by influencers, then run paid ads using their videos to scale traffic even further.
Tip 4: Boost Prime Day Visibility with Google Ads
Google Ads are one of the most reliable ways to drive high-intent shoppers straight to your Amazon listings during Prime Day. Search ads, in particular, give you full control over keywords, bidding, and ad copy, making it feel familiar if you already run Amazon PPC.
You can target branded keywords, competitor terms, or even Prime Day-specific search phrases to reach shoppers who are ready to buy. With the right setup and an Amazon Attribution link in place, you’ll also be able to track performance and potentially qualify for the Brand Referral Bonus.
Improve your results by using ad extensions like sitelinks to direct traffic to your Amazon storefront or multiple listings. Also, consider running retargeting campaigns to bring back shoppers who clicked but didn’t convert the first time.
Tip 5: Turn Customer Content into Conversions with UGC
Amazon customers are more likely to trust UGC than celebrities or influencers because it feels more authentic, since real people are sharing real experiences. That perceived honesty builds trust fast, which is exactly what you need to drive conversions during traffic-heavy events like Prime Day.
So take advantage of UGC by sharing customer photos, reviews, and video testimonials on your social media, in email campaigns, or even in paid ads. It’s powerful social proof that not only builds credibility but also helps push high-intent traffic to your listings.
Encourage recent customers to share their experience by offering a small thank-you or shoutout on your page. You can also turn top reviews into quote graphics or video snippets to use in paid campaigns or Prime Day promos.
Tip 6: Retarget and Scale with Amazon DSP
Amazon DSP is a demand-side platform that sellers and brand owners can use to run display ads both on and off Amazon. This gives you the power to reach potential customers wherever they are online, even if they’re not actively browsing Amazon yet.
Use DSP to retarget shoppers who viewed your listings or target new audiences based on their behavior and interests. It’s a powerful way to build awareness, generate momentum before Prime Day, and drive high-quality external traffic back to your listings when it matters most.
Schedule DSP campaigns a few weeks ahead of Prime Day to build familiarity and recognition before your deals go live. Make sure to monitor performance closely and adjust creatives or targeting in real time to maximize conversions during the event.
Tip 7: Track What’s Working Using Amazon Attribution
Amazon Attribution is a free tool that gives sellers visibility into how their external traffic campaigns are actually performing. By tracking clicks, views, and conversions across channels, you can see which platforms are driving the most valuable traffic and double down where it matters.
Use this before running any off-Amazon promotions for Prime Day so you’re not flying blind. With the right setup, you’ll not only get clear performance insights, but you’ll also set yourself up to qualify for the Brand Referral Bonus.
The Brand Referral Bonus rewards sellers with an average 10% credit on sales that come from external traffic tagged with Attribution links. But make sure you read the latest policy changes since Amazon has started cracking down on “double-dipping” by denying bonuses if you’re stacking promos like social media promo codes with other incentives on the same order.
Expand Your Prime Day Reach
Use our Prime Day Planner to learn how to drive and track external traffic that actually converts. Get expert tips on BRB compliance and boost your Brand Referral Bonus.
Costly Mistakes That Kill Your External Traffic Results on Prime Day
When planning to drive external traffic for Prime Day, issues can arise if sellers make certain mistakes. That’s why learning about these common pitfalls is crucial, so you can avoid them or fix them fast when they show up.
Mistake 1: Procrastinating
Waiting until the last minute to plan your external traffic strategy means missing out on key lead-up days that could’ve driven serious momentum. Building interest, retargeting audiences, and warming up traffic should start at least a few weeks before Prime Day, not the night before.
Mistake 2: Poor Quality Listings
No matter how much traffic you drive from outside Amazon, it won’t convert if your listing looks like an afterthought. Your product page is the final deciding factor, so make sure it’s fully optimized with clear copy, strong images, and relevant keywords.
Mistake 3: Flying Blind
Some sellers hear that external traffic works and start running campaigns without tracking what’s performing, wasting time and money on traffic that doesn’t convert. Instead, analyze your data to learn which platforms drive the most relevant clicks and what types of content resonate best with your ideal customers.
Mistake 4: Being Unaware of Policy Changes
Amazon’s policies are strict, and they change more often than most sellers realize. If you’re not keeping up, you could accidentally violate a rule, like the current restriction against stacking the Brand Referral Bonus with certain Prime Day promos.
Mistake 5: Doing It All Yourself
There’s nothing wrong with managing things on your own, but when Prime Day prep piles up, refusing help can cost you sales and peace of mind. Getting support from Amazon experts, whether it’s for ad strategy, listing optimization, or external traffic, can give you better results and let you focus on what you do best.
FAQs on Driving External Traffic for Prime Day
Make Every Click Count Toward Your Amazon Listing
When planning for Prime Day, many sellers go all-in on Amazon PPC and listing tweaks but completely ignore external traffic. They forget that shoppers outside Amazon still hold massive buying power, and not preparing for that means missing out on sales that could’ve been theirs.
With this guide, we hope you now have a clear idea of how to drive traffic to your Amazon listing from outside the platform. From social media and email to influencer campaigns and DSP, these strategies can bring in serious results if you start early and stay consistent.
Need help driving more traffic to your Amazon listings this Prime Day? Reach out to our full-service Amazon agency and let our experts help you set up winning external traffic campaigns, optimize your listings, and boost your conversions!
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