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Ultimate Guide to Driving External Traffic to Amazon [GUIDE]

Last Updated on February 17, 2026 by Tanner Rankin

About the Author:  This expert insight was authored by Tanner Rankin, a top-rated eCommerce Fractional CMO with over 15 years of experience scaling eCommerce brands. As the founder of The Source Approach and CEO of Referazon, Tanner is the creator of Brand Source OS—the Marketing Operating System. A featured expert in Forbes, Entrepreneur, and The Business Journals, and author of SEO For Everyone, Tanner specializes in replacing marketing operational chaos with a system built for rapid, scalable growth.

Table of Contents

Key Takeaways
  • Driving external traffic to Amazon is no longer optional; it is a key factor in the A10 algorithm that boosts organic SEO, lowers PPC costs, and increases overall sales velocity.
  • You must use Amazon Attribution to track your results and enroll in the Brand Referral Bonus program to earn up to 10% cash back on external sales, effectively offsetting referral fees.
  • The most effective external channels include Meta Ads (FB/IG) for stable scaling, TikTok Ads for viral velocity, and Amazon Influencers for social proof.

For over 15 years, I have been helping brands navigate the shifting tides of the Amazon marketplace. Back in the day, you could simply optimize your keywords and run a few PPC ads to see results. Those days are gone. If you want to dominate your category today, you need a systems-based approach to growth that extends far beyond the Amazon search bar.

3X
Ranking Weight vs PPC
10%
Referral Fee Credit
14-Day
Attribution Window

At Referazon, we focus on the “Flywheel Effect.” The hardest part of the flywheel is getting it to start spinning. External traffic is the high-octane fuel that gets that wheel turning faster than your competitors can keep up with. When you drive traffic from outside sources, Amazon rewards you with better organic positioning because you are bringing new customers to their ecosystem.

The A10 algorithm is Amazon’s current brain. Unlike the older A9, which focused heavily on internal PPC and keyword density, A10 places a massive premium on “Traffic Diversity.” Amazon wants to see that your brand has a pulse outside of their platform. When a customer clicks a link on a blog or a YouTube video and lands on your listing, it signals to Amazon that your product is a high-authority choice.

This external validation leads to a “halo effect.” You’ll notice that as your external traffic increases, your organic rank for internal keywords starts to climb. This reduces your reliance on expensive PPC bids, effectively lowering your Customer Acquisition Cost (CAC) and improving your overall margin.

The External Traffic Funnel
Traffic Source (Meta/TikTok/Influencer)
Amazon Attribution Tracking Link
Amazon Product Detail Page
Verified Purchase (10% Bonus Triggered)

Amazon Attribution and the Brand Referral Bonus

You cannot manage what you do not measure. This is a core tenant of the Brand Source OS. Many sellers “spray and pray” with their external marketing, never knowing which influencer or which email actually drove the sale. Amazon Attribution solves this by providing granular data on clicks, add-to-carts, and conversions from off-Amazon sources.

But the real kicker is the Brand Referral Bonus. Amazon is so hungry for external traffic that they will literally pay you to drive it. By using Attribution tags, you can earn an average of 10% cash back on the sales price of products sold via those links. This bonus is credited against your referral fees, which often means you are getting your products into customers’ hands with significantly reduced Amazon fees.

Feature With Attribution & Bonus Standard External Traffic
Data Tracking Full funnel visibility Blind “Black Box” results
Financial Impact ~10% Cash Back on sales Full Referral Fees paid
Algorithm Credit Maximum A10 ranking boost Moderate ranking boost

The Five Pillars of External Traffic

To build a sustainable external traffic system, you need to focus on channels where you have the highest level of control and authority. We have expanded our core pillars to include the most powerful social ad platforms available in 2026.

1. Meta Ads (Facebook & Instagram)

Meta remains the gold standard for predictable, scalable external traffic. By using Amazon Attribution links in your Instagram Stories or Facebook Feed ads, you can target specific audiences based on your existing customer data. Meta traffic is typically “warmer” than search traffic, leading to higher average order values (AOV).

2. TikTok Ads & Spark Ads

TikTok is the king of “Social Discovery.” Using Spark Ads allows you to boost organic content from influencers who have already reviewed your product. This authenticity triggers a massive velocity spike that the A10 algorithm loves. Because TikTok traffic is so high-volume, it is the fastest way to claim a “New Release” badge.

3. Amazon Influencers

These are the professional recommenders. When an Amazon Influencer features your product in a Shoppable Video, they aren’t just sending traffic; they are providing the social proof needed to close the sale. Using a tool like Referazon allows you to find these creators at scale without manual outreach headaches.

4. Owned Email Lists

Your email list is your only “guaranteed” traffic source. Periodically sending “Amazon-Exclusive” deals to your list is one of the fastest ways to spike your sales velocity and reclaim a ranking position after a stock-out. You own the relationship here, independent of any platform algorithm.

5. Owned Communities (Facebook Groups)

Building a community around your brand creates a pool of advocates. Driving this loyal traffic to Amazon during a product launch is the secret to getting to the top of the search results within the first 48 hours. These groups serve as an “on-demand” ranking engine.

Frequently Asked Questions

Does driving external traffic lower my conversion rate?

If the traffic is “cold” or irrelevant, yes. However, if you use influencers or targeted Meta/TikTok ads, the conversion rate is often higher than organic Amazon search. Amazon’s A10 algorithm differentiates between high-intent external traffic and low-quality “bot” traffic.

How long does it take to see the Brand Referral Bonus?

There is typically a wait time of about two months to account for returns and cancellations. The bonus is credited to your transaction view in Seller Central as a “Referral Fee Discount.”

Should I link Meta Ads to my Storefront or a Product Page?

Driving traffic to your Amazon Storefront is often better for brand building and multi-item orders. It prevents customers from seeing competitor “sponsored” products that usually appear on a single product detail page.

Is TikTok traffic too “unstable” for Amazon ranking?

TikTok traffic is high-velocity. While it can spike and then dip, the initial surge often moves your organic ranking so high that Amazon’s own internal traffic takes over and sustains your position even after the ad campaign ends.

Need more help understanding how to run successful Amazon Influencer Marketing campaigns?  We published this guide:  Amazon Influencer Marketing The COMPLETE Guide.

Or, need more help with finding Amazon Influencers?

Referazon Amazon Influencer Software has a powerful Amazon Influencer Search that makes it simple to find Amazon Influencers and manage campaigns right on the Amazon Influencer Marketing Platform.

If you find it takes too much time to find and build relationships with Amazon Influencers even with our Amazon Influencer Marketing Software, we can do it for you with our Referazon Express Amazon Influencer Marketing Agency program.

Ultimate Guide to Driving External Traffic to Amazon [GUIDE]

TANNER RANKIN

Tanner Rankin is the Founder & CEO of Referazon, the leading Amazon Influencer Search & CRM software and Shoppable Video platform. CEO at The Source Approach, Tanner is a veteran Amazon Operator and eCommerce Fractional CMO. Tanner is the creator of the Brand Source OS—a single source of truth (SSOT) marketing operating system that elevates and aligns AI, outsourced, and in-house teams for predictable growth. A featured expert in Forbes, Entrepreneur, and The Business Journals, and author of SEO For Everyone, Tanner specializes in replacing marketing operational chaos with a system built for rapid, scalable growth.

→ Tanner Rankin

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