Ryan Daniel Moran argues that Amazon selling has shifted: success now depends on driving outside traffic to Amazon rather than relying solely on internal optimizations and Amazon ads. Outside traffic that converts is cheaper and Amazon rewards it by amplifying visibility through its internal marketing mechanisms.
Amazon has changed. The way to win on Amazon right now is getting really good at sending outside traffic to Amazon. Five years ago, the name of the game was to win on the Amazon platform. It was to rank for the keywords, it was to optimize your listing, it was to spend a lot of money on ads, and it was to ride the gravy train of the organic marketing machine. That still works, but it takes a lot more capital and a lot more time to try to beat everyone else unless you send a lot of outside traffic to Amazon. And the best part is that traffic is cheaper than spending money on Amazon ads. Amazon rewards outside traffic that converts into buyers. So if you invest in outside traffic and it becomes clicks and buys, Amazon will start to feed you in the rest of the marketing machine.
