Driving External Traffic to Amazon Listings: Why It Matters More Than Ever

Kelly Andrews
Jul 30
3 min read

As competition on Amazon heats up, relying solely on internal traffic and PPC is no longer enough. To stay ahead, brands must embrace external traffic strategies—driving customers from platforms like Google, TikTok, Facebook, and email to their Amazon listings.

Even better? Amazon now rewards you for doing this through the Brand Referral Bonus program.

At ZonLabs, we help sellers implement profitable, compliant external traffic strategies that not only increase visibility and sales—but also boost organic rankings under Amazon’s updated A10 algorithm.

Why External Traffic Is a Strategic Advantage in 2025

Amazon’s current algorithm—commonly referred to as A10—places a stronger emphasis on customer behavior, off-Amazon traffic sources, and buyer intent.

Unlike the older A9 system, which heavily weighted PPC and conversion rates alone, A10 values diversity in where shoppers come from and how engaged they are.

Here’s why external traffic is more valuable than ever:

✅ Stronger Organic Rankings (A10 Advantage)

When your listing attracts and converts traffic from off-Amazon sources, the A10 algorithm sees that as a sign of high product relevance and buyer interest. This helps your listings climb in organic search results—especially during launches, relaunches, or promo periods.

✅ Diversify Beyond Expensive PPC

Amazon ads are more competitive and expensive than ever. By bringing in external traffic, you’re less reliant on high ACoS campaigns and can lower your blended acquisition cost while still scaling sales.

✅ Tap into New Customers

Off-Amazon platforms like TikTok, Instagram, and Google Search let you reach buyers earlier in the funnel, before they’ve even started comparison shopping on Amazon. It’s your chance to influence them first—and win the sale.

💸 Amazon's Brand Referral Bonus: Free Money (Almost)

If you're Brand Registered, you can qualify for Amazon’s Brand Referral Bonus (BRB) program. Here’s how it works:

You drive traffic to Amazon via approved external sources
The sale converts
Amazon gives you back a percentage of the referral fee—typically averaging around 10%

This rebate goes directly toward your referral fees, improving your margins and giving you more budget to reinvest into high-performing traffic channels.

What Counts as External Traffic?

Eligible sources for external traffic include:

Facebook and Instagram ads
TikTok organic content or Spark Ads
Google Search and Shopping Ads
YouTube videos or influencer reviews
Email campaigns to your customer list
Affiliate blog posts and press coverage

As long as you use Amazon Attribution links, Amazon can track the traffic source and reward you accordingly.

How ZonLabs Helps You Win With External Traffic

We understand that driving external traffic to Amazon isn’t just about sending clicks—it’s about sending qualified, converting traffic that lifts performance and rankings.

Here’s how ZonLabs makes it work:

Attribution Setup & Tracking

We handle the creation of Amazon Attribution tags and ensure everything is tracked correctly so you can see which channels, creatives, and keywords are actually driving results.

Brand Referral Bonus Optimization

ZonLabs ensures you get credit for every eligible external sale, helping you maximize your BRB earnings and improve your margin.

Ad Campaign Management (Google, Meta, TikTok)

We create and manage high-converting campaigns tailored to Amazon shoppers—focusing on intent, offer alignment, and cost efficiency.

Landing Pages & Creative Strategy

When needed, we design pre-sale landing pages, influencer briefs, and ad creative that drive trust and conversion before the shopper even lands on your listing.

Testing, Reporting & Scaling

Our team constantly monitors results, runs experiments, and adjusts creative or spend to drive ongoing performance improvements.

External Traffic = Long-Term Amazon Growth

Whether you're launching a new ASIN, boosting sales during Prime Day, or trying to break through a competitive niche, external traffic gives you a major advantage.

Here’s how it helps: