How to Drive Traffic to Your Amazon Brand Store
An Amazon Brand Store only generates value when shoppers visit it. The Store itself is a conversion environment -- but traffic doesn't appear on its own. Brand-registered sellers need a deliberate strategy to drive qualified visitors to their Store through a mix of paid advertising, organic discovery, and external traffic channels.
Traffic Source 1: Sponsored Brands Campaigns
Sponsored Brands ads are the highest-impact traffic driver for Brand Stores. These ads appear at the top of Amazon search results and can link to your Store homepage, a specific Store page, or a custom product landing page.
Campaign Structures That Work
Store Spotlight format. This Sponsored Brands format lets you feature three Store pages with custom images and subheadlines. It's designed specifically to drive Store visits and works well for brands with clear product categories. Shoppers click through to the relevant category page rather than a generic product grid.
Brand video linking to Store. Sponsored Brands Video campaigns can link to your Store or a specific Store page. Video ads have higher click-through rates than static placements, and landing shoppers on a curated Store page (rather than a single product page) increases the chance of multi-product discovery.
Category-specific campaigns. Create separate Sponsored Brands campaigns for each major product category, linking to the corresponding Store page. A shopper searching for "ceramic cookware" should land on your cookware page, not your brand homepage.
Broad awareness campaigns. Run Sponsored Brands targeting your brand name and broad category terms, linking to your Store homepage. This captures shoppers who are aware of your brand and looking for a full catalog overview.
Bid Strategy for Store Traffic
Store-linked Sponsored Brands campaigns typically have a lower direct ROAS than product-page-linked campaigns, because the shopper lands on a discovery page rather than immediately on a product they can purchase. Evaluate these campaigns on:
- Store visit rate and cost per Store visit
- New-to-brand customer percentage
- Multi-product purchase rate from Store visitors
- Total attributed sales (not just immediate clicks)
See our PPC advertising service for how we structure Store-focused campaigns.
Traffic Source 2: Organic Discovery
Product Page "Visit the Store" Link
Every product detail page includes a clickable brand name link that takes shoppers to your Brand Store. The more products you have ranking organically and converting, the more passive Store traffic you generate through this link.
Improving Amazon SEO and listing optimization has a direct downstream effect on Store visits -- it's not just about individual product sales.
Amazon Posts
Amazon Posts is a free, social-media-style content feed that brand-registered sellers can use to publish lifestyle images with product tags. Posts appear in:
- Related product detail pages
- Category feeds
- Your Brand Store's Posts feed
Posts drive incremental Store visits at zero cost. The trade-off is that reach is unpredictable -- Amazon's algorithm determines where and how often your Posts appear. Publish consistently (3-5 posts per week) with high-quality lifestyle imagery to build momentum.
Brand Follow
Shoppers can follow your brand on Amazon, and followers receive notifications about new products, deals, and Posts. Building a follower base creates a repeatable traffic source to your Store. Growing followers requires time and consistent engagement, but it compounds -- every follower becomes a recurring visitor.
Traffic Source 3: External Traffic
Amazon Brand Referral Bonus
Amazon's Brand Referral Bonus program gives brand-registered sellers a referral fee credit (currently around 10% of the sale price) for external traffic that leads to a sale. This means external traffic to your Store is not only free from Amazon's perspective -- it's actively incentivized.
Where to Drive External Traffic
- Social media. Link to your Brand Store (or specific Store pages) from Instagram, TikTok, YouTube, and Pinterest content. Use Amazon Attribution links to track performance.
- Email marketing. Include Store links in email campaigns targeting customers who've already purchased or shown interest. Store pages for new arrivals or seasonal collections work well here.
- Your own website. Add a "Shop on Amazon" link pointing to your Brand Store for customers who prefer purchasing through Amazon.
- Influencer and UGC content. Provide creators and influencers with Amazon Attribution links to your Store to track traffic and sales from their content.
Amazon Attribution
Amazon Attribution is the measurement tool that connects external marketing activity to Amazon sales. Without it, you can't measure which external channels are driving Store visits and conversions. Set up Attribution links for every external traffic source.
Traffic Source 4: Amazon DSP
For brands investing in Amazon DSP, Brand Store pages make effective landing destinations for display and video campaigns -- particularly retargeting campaigns targeting shoppers who viewed your products but didn't convert. DSP landing on a Store page gives those shoppers a broader view of your catalog rather than returning them to the same product they already passed on.
Measuring Traffic Performance
Amazon Brand Store Insights provides data on:
| Metric | What It Tells You |
|---|---|
| Visitors | Total unique shoppers who visited the Store |
| Views | Total page views across all Store pages |
| Sales | Revenue attributed to Store visits (within 14-day window) |
| Units | Products purchased by Store visitors |
| Orders | Total orders from Store visitors |
| Traffic source | Breakdown by Sponsored Brands, organic, external, etc. |
Track these weekly and compare against advertising spend to calculate effective cost per Store visit and Store-attributed ROAS. See our advertising metrics guide for how these metrics fit into your overall TACoS framework.
Key Takeaways
- Brand Store traffic requires active strategy -- it doesn't happen passively.
- Sponsored Brands campaigns (especially Store Spotlight and Video formats) are the highest-impact traffic driver.
- Organic traffic flows from strong individual product rankings through the "Visit the Store" link.
- External traffic is incentivized through Amazon Brand Referral Bonus and should be measured with Amazon Attribution.
- Measure Store performance on visits, multi-product discovery, and new-to-brand customer metrics, not just direct ROAS.
- See our storefront design service for how we build and optimize Brand Stores for traffic and conversion.