May 17, 2023 12:00AM
Discover Amazon traffic secrets of 2022. Search dominates sales, email conversion rates soar, social media drives awareness, extra product sales rise by 24.5%, and video excels in cross-selling. Thanks, Prem.
Amazon Traffic Insights of 2022
The Brand Referral Bonus team examined approximately 11 million clicks from traffic related to Amazon Attribution in 2022 to assess how consumer behaviour varies across marketing channels. Here are the findings.
➡️Search had the highest total sales with a high purchase intent
The majority of sales came from off-Amazon search channels (41%) where customers were more likely to buy after adding items to their cart (58.6%). The conversion rate for search channels was 2.6%, or 3.1% when considering non-promoted goods. This suggests that search engines playing a role in users' purchase decisions may be driving the higher intent to buy.
➡️Email had the highest conversion rates in nearly every category
Email consistently outperformed other traffic sources in conversion rate tests. Specifically, emails leading to Amazon listings had an average click-to-purchase conversion rate of 4.7%, which was double the rate of the next most popular source. The ability of brands to tailor their message and call to action to recipients' needs contributes to this result.
➡️Social media is an important awareness driver, showing the highest clicks with low purchase intent
Social media channels accounted for 44% of the 11 million clicks, but their conversion rates were relatively low. They had the second-lowest click-to-purchase conversion rate and purchase rate for items added to the cart. This could be due to advertisements loading in the user's default browser on mobile apps, where they may not be logged in, causing tracking issues. Nonetheless, social media remains important for brand exposure and reaching customers where they are.
➡️Driving traffic to Amazon increases additional product sales by an average 24.5%
Within the Brand Referral Bonus program, 25% of sales on Amazon were from non-promoted products. On average, brands sell an additional product for every four consumers who buy the promoted product. Non-promoted product sales also increased the overall click-to-purchase conversion rate by 23% across all traffic sources.
➡️Video drives the most cross-selling opportunities
Video links were responsible for less than 1% of consumers who clicked to purchase a product, but they excelled in cross-selling non-promoted products. Video accounted for 37% of total purchases from non-promoted products and increased the click-to-purchase conversion rate from 0.7% to 1.1%. While not the highest-performing channel, video remains crucial for building brand awareness across various product lines.