Overview

In early 2024 Amazon introduced a tool that lets sellers produce their own unique URLs, directing shoppers straight to the seller’s specific offer on a product detail page. By using these links, sellers can steer paid and organic traffic away from rival listings, protect pricing integrity, and capture more accurate performance data. Understanding the creation and strategic use of these URLs is now essential for any Amazon merchant aiming to maximize advertising efficiency and safeguard brand equity.

Key Points

• Custom landing link — Each seller receives a distinct URL that always opens the product page with their own ASIN highlighted, regardless of competing ads that may appear in search results.
• Buy Box lockout — The link disables the “Other Sellers” carousel, preventing shoppers from toggling to a different seller’s offer on the same page.
• Higher ad efficiency — When paired with Sponsored Brands, Sponsored Display, or external campaigns, the URL guarantees that every click feeds directly into the seller’s sales funnel.
• Price‑war mitigation — By hiding competitor offers, the link reduces the likelihood of price‑sensitive buyers switching to lower‑priced alternatives, supporting premium pricing strategies.
• Integrated analytics — Click‑through and conversion metrics from the custom link appear in Amazon’s advertising dashboard, giving sellers a clear view of traffic sources and ROI.
• Simple setup — Generating the link requires only a few clicks inside Seller Central, and the URL functions seamlessly on desktop browsers, mobile browsers, and the Amazon shopping app.

How Seller‑Specific URLs Work

1. Generate the link — Within Seller Central, go to Advertising → URL Builder, choose the target ASIN, and click Generate Seller‑Specific Link. For example, a vendor selling a stainless‑steel water bottle receives a URL such as https://www.amazon.com/dp/B08ABC?ref=ssurl_myshop.
2. Swap out existing URLs — Replace any generic product link used in PPC ads, influencer posts, email blasts, or social media with the newly created seller‑specific URL. A Google Shopping ad that previously pointed to is updated to the custom link, ensuring every click lands on the vendor’s own offer.