Overview

Jordi and seasoned e‑commerce strategist Guillermo explain how Amazon sellers can expand beyond the marketplace by tapping the wider internet, a strategy they detailed on Helium 10 in early 2024. By building external touchpoints such as blogs, social feeds, and email lists, sellers can drive additional traffic, improve brand recall, and reduce reliance on Amazon’s internal algorithms. The approach matters for any vendor who wants sustainable growth and protection against platform‑level volatility.

Key Points

• Content‑Driven Traffic — Publishing how‑to articles, product reviews, or recipe videos on a dedicated brand blog can channel organic visitors to an Amazon listing; a kitchen‑tool company that launched a weekly tutorial series saw daily sessions on its product page rise from 150 to 420 within two months.
• Social‑Media Amplification — Maintaining a steady posting cadence on platforms like Instagram, TikTok, or Facebook, and encouraging user‑generated content, creates a community around the product; a niche pet‑accessory brand ran a TikTok “challenge” that generated over 12,000 external clicks and a 9 % lift in conversion during the campaign week.
• Influencer Partnerships — Working with micro‑influencers whose audiences match the product niche delivers authentic exposure; a natural‑beauty entrepreneur collaborated with three beauty vloggers, each producing a 2‑minute demo that collectively drove a 25 % surge in referral traffic to the Amazon storefront.
• Email List Nurturing — Capturing buyer emails through lead magnets such as discount codes or downloadable guides enables direct communication; a home‑office furniture seller sent quarterly newsletters featuring new arrivals, prompting repeat purchases from 18 % of the subscriber base within three months.
• Search Engine Optimization (SEO) — Optimizing brand‑owned webpages for relevant keywords improves Google rankings, allowing potential buyers to discover the product before they even search Amazon; a DIY‑tool manufacturer ranked on the first page for “best cordless drill for beginners,” directing an estimated 3,200 monthly searchers to its Amazon product page.
• — Running targeted ads on Google, Facebook, or Reddit can complement Amazon Sponsored Products, especially for new launches; a seasonal décor brand allocated a modest $800 budget to Facebook carousel ads, resulting in a 14 % increase in launch‑day sales compared with previous releases.