Overview

Oscar Guevara and Adriana Rangel recently outlined why Amazon sellers should look beyond the marketplace’s own traffic sources. In episode #151 of “Vendiendo en Amazon,” they argued that relying only on Sponsored Products or organic Amazon search leaves a brand exposed to algorithm changes and seasonal dips. Adding external channels can smooth sales, broaden reach, and lift conversion rates.

Key Points

• Multiple traffic streams reduce risk — Sellers that blended Amazon PPC with outside sources experienced a 22 % reduction in month‑to‑month sales variance during a six‑month test.
• Social platforms generate qualified clicks — An Instagram Stories campaign that linked directly to a product achieved a click‑through rate 3.8 times higher than the same product’s native Amazon ad.
• Email newsletters capture repeat buyers — Brands sending a weekly product spotlight to a 12 k‑subscriber list saw a 15 % increase in units sold during the highlighted week.
• Micro‑influencer collaborations boost credibility — Partnering with an influencer who has 10‑30 k followers drove a 1,200 % surge in traffic to the Amazon listing within just 48 hours.
• Paid search outside Amazon attracts intent shoppers — Running Google Shopping ads for a top‑selling kitchen gadget added roughly 350 external clicks per day and delivered a 6.2 % conversion rate on Amazon.
• Video content amplifies product education — A YouTube demo that included a tracked Amazon link generated a 4.3 % click‑through rate, outperforming the brand’s average Facebook ad CTR of 2.1 %.

How Diversifying Traffic Works

1. Audit existing Amazon traffic — Pull Sponsored Products, Sponsored Brands, and organic search metrics to set a baseline. For example, a silicone‑baking‑mat seller discovers that 68 % of sessions stem from Amazon PPC while only 12 % come from direct Amazon search.
2. Select complementary external channels — Identify platforms where the target audience already spends time. A pet‑accessories brand might add a Facebook carousel, a YouTube product demo, and a partnership with a dog‑lover blog.