Is Amazon advertising traffic the same as organic traffic?

Amazon's traffic is divided into on-site traffic and off-site traffic, and on-site traffic is further divided into advertising search traffic and natural search traffic. Some merchants asked, are Amazon's advertising traffic and natural traffic the same?

no the same

Traffic can effectively help increase store exposure and click-through rate, thereby increasing sales. However, many Amazon sellers do not know much about natural traffic and advertising traffic. Although both types of traffic are used to improve the ranking of search results to increase product traffic and sales, it is still necessary for Amazon sellers to understand the difference between the two so that they can deliver more accurately.

There are three main differences between natural traffic and advertising traffic:

1. Display method and location

The word "sponsored" is included in the advertising traffic, but not in the natural traffic; the advertising traffic is located on the keyword search results page, the "sponsored" part of the ASIN page, the shopping cart or under the five-point description, and occasionally appears in the comments section, while the natural traffic is generally the "looked again and again, bought again and again" column on the search results page and ASIN page.

2. Different influencing factors

Organic traffic is mainly affected by the relevance of the listing description, inventory status, sales velocity, relative sales velocity (which means how many products Amazon sellers sell compared to their competitors) and similar factors; while advertising traffic is mainly affected by the product's conversion rate, bidding, and product homepage image.

3. Different optimization directions

The position of natural traffic is mainly determined by the order volume (ranking) of the product for the keywords; while the position of advertising traffic can be improved through bidding and optimizing product conversion rate.

In the early stage of promotion and the period of ranking increase, since it is difficult for natural traffic to rank at the top in the new product period, advertising is particularly important at this time, and Amazon sellers need to pay more attention to advertising traffic. During this period, the main role of advertising is to seize the position, increase the display volume, promote orders, and drive the growth of the total number of orders of products to make up for the defects of insufficient exposure due to the low natural position.

At the same time, with the help of advertising, you need to find ways to optimize the natural ranking, push up the natural ranking through advertising, and stabilize the natural ranking of the product; otherwise, the advertising costs will be too high and you won’t be able to collect them later. Even if the product is pushed up, it will be slow relative to the market.

In general, Amazon advertising traffic and organic traffic are different. The difference between the two has been introduced in the article, merchants can take a look.