Driving external traffic to your Amazon listings can be a powerful way to boost visibility, increase conversions, and improve organic rankings. Amazon’s algorithm rewards sales velocity, so generating external traffic can help push your listings higher in search results. However, tracking the performance of off-Amazon traffic is challenging since Amazon does not provide detailed analytics for all traffic sources. Understanding which traffic sources convert best allows you to optimize your marketing spend and improve ROI. This guide will explore the best methods to measure external traffic to Amazon listing effectively. We’ll use Amazon’s built-in tools and third-party solutions. By implementing these strategies, you can gain valuable insights into your campaigns. You can also refine your approach to drive even more sales. Let’s talk about how can we measure external traffic to Amazon listing.
Amazon’s Native Tracking Tools for external traffic
Amazon provides several built-in tools to track traffic and sales generated by external sources. These tools offer valuable data but come with some limitations. Understanding how to use them effectively can help you get the most out of your external marketing efforts.
Tracking External Traffic with Amazon Attribution
Amazon Attribution is one of the most effective tools for tracking external traffic. It’s available for sellers enrolled in the Amazon Brand Registry and vendors using Vendor Central. It provides detailed insights into how external traffic sources impact Amazon sales. This tool allows sellers to create unique tracking URLs for different marketing channels. That includes Google Ads, Facebook Ads, email marketing, influencer promotions, and blog referrals. The performance metrics tracked include clicks, detail page views, add-to-cart events, conversions, and return on ad spend. By comparing the performance of different sources, sellers can determine which ones drive the most profitable traffic to Amazon listings. However, Amazon Attribution is only available for registered brands, and data is not provided in real-time, with reports often experiencing a 24-hour delay. Additionally, organic external traffic cannot be tracked directly unless it passes through an Attribution link.
Maximizing Benefits with Amazon Brand Referral Bonus
Another valuable tool is the Amazon Brand Referral Bonus, which rewards sellers for driving external traffic to their listings. This program offers a percentage rebate on referral fees for each sale generated through an approved tracking link. To take advantage of this, sellers must generate a special Amazon Attribution link for their external campaigns. When a sale is made through this link, Amazon refunds a portion of the referral fee back to the seller. This effectively reduces marketing costs and increases profit margins on externally driven sales. Combining Amazon Attribution with the Brand Referral Bonus is an excellent way to both track and earn money from external traffic.
Using Amazon Analytics for Traffic Insights
For sellers who do not have access to Amazon Attribution, analyzing traffic trends through Amazon’s native analytics tools is an alternative. The Detail Page Sales & Traffic Report provides insights into how many visitors a listing receives and its conversion rates. Meanwhile, Brand Analytics, available to Brand Registered sellers, shows search term performance, competitor comparisons, and customer demographics. Monitoring traffic before and after launching an external campaign can help estimate its effectiveness, even if exact attribution is not available.
UTM Tracking & Link Shorteners
For sellers who want more detailed tracking beyond Amazon’s tools, using UTM parameters combined with link shorteners provides another effective method. UTM parameters are special tracking tags added to a URL that allow Google Analytics or other analytics tools to track referral traffic sources, campaign names, and user behavior. These tags help sellers understand exactly where their traffic is coming from and how it interacts with their marketing campaigns.
Implementing UTM Tracking for Amazon Links

To implement UTM tracking, sellers can use Google’s Campaign URL Builder to create a tracking URL with UTM parameters. These parameters should specify the source, such as Facebook, Google Ads, or email, along with the marketing medium and campaign name. Shortening the URL using tools like Bit.ly, Rebrandly, or Pretty Links makes it cleaner and more user-friendly. Once implemented, sellers can track traffic sources and engagement data in Google Analytics.

Why a Landing Page Enhances UTM Tracking
Since Amazon does not allow direct UTM tracking within Seller Central, it is recommended to send traffic to a landing page first before directing users to Amazon. This way, user behavior can be analyzed before they land on Amazon, providing more detailed insights into campaign performance. By implementing this strategy, sellers can make data-driven decisions to improve their external marketing efforts.
Google Analytics for Landing Pages
Many successful Amazon sellers use a landing page as an intermediary step before directing customers to their Amazon listings. This strategy allows for better data collection and conversion optimization, providing greater control over tracking metrics.
How Landing Pages Help Track External Traffic
Using a landing page enables sellers to track user behavior, including how many people visit the page, where they come from, and what actions they take before proceeding to Amazon. This data can help identify which marketing channels are the most effective. In addition to tracking, landing pages also allow for A/B testing of different messages, layouts, and call-to-action buttons, which can significantly improve conversion rates over time. Another major advantage of using a landing page is the ability to capture email leads. If users do not make a purchase immediately, sellers can follow up with email marketing campaigns, offering additional promotions or information about the product to increase the likelihood of conversion.

Choosing the Right Landing Page Platform
There are several platforms available for creating landing pages. ClickFunnels is a popular choice for building high-converting sales funnels, while Shopify can be used to create standalone landing pages before redirecting traffic to Amazon. Leadpages offers easy-to-use templates that work well for Amazon sellers, while WordPress with Elementor or Divi provides a flexible and cost-effective solution for custom landing pages. Sellers should use tracking tools like Google Analytics, Facebook Pixel, and Google Tag Manager to monitor page visitors, clicks, and conversion rates before sending users to Amazon.
A/B Testing with Discount Codes
A clever way to track external traffic without relying on complex analytics tools is by using custom discount codes assigned to different marketing channels. By creating unique promo codes for each traffic source, sellers can easily determine which channels generate the most sales.
How Discount Codes Improve Traffic Tracking
For example, sellers can create a code like FB10 for Facebook promotions, EMAIL15 for email subscribers, and IG20 for Instagram influencers. Offering a small discount, such as 10–15%, incentivizes purchases and encourages potential customers to take action. Once these codes are distributed, sellers can track which ones generate the most sales using Seller Central’s Promotions Performance Report. This method provides a simple yet effective way to measure external traffic sources without requiring advanced tracking solutions.

Optimizing Campaigns with A/B Testing
The benefits of A/B testing with discount codes go beyond tracking. This approach also allows sellers to test the effectiveness of different marketing channels, messaging styles, and promotional offers. By comparing the performance of various discount codes, sellers can refine their advertising strategies and allocate more budget to high-performing campaigns. Additionally, using Amazon Attribution links alongside discount codes provides a more comprehensive view of how external traffic converts into sales.
Implementing these methods effectively can help Amazon sellers track external traffic sources, optimize their marketing strategies, and ultimately increase sales. The next sections will explore additional strategies, including Amazon Associates tracking, QR codes, third-party tools, and best practices for measuring external traffic efficiently.
Amazon Associates & Affiliate Tracking
Amazon’s affiliate program, Amazon Associates, is another effective method to track external traffic to your listings. This program allows affiliates, such as bloggers, influencers, and niche website owners, to create unique referral links for your products. Whenever a customer purchases an item through an affiliate link, Amazon tracks the referral source and attributes the sale to the affiliate.
How Amazon Associates Helps Track Traffic
By working with affiliates, you can leverage their audience to drive traffic to your Amazon listings. Affiliates typically use their own tracking methods, such as Google Analytics and custom UTM parameters, to measure how much traffic they send to Amazon. As a seller, you can monitor how many conversions come from affiliate partnerships through Amazon’s Affiliate Dashboard. This insight allows you to optimize affiliate relationships by focusing on those that drive the most sales.
Using Your Own Affiliate Links for Tracking
While Amazon Associates is primarily designed for third-party affiliates, some sellers create their own Amazon affiliate accounts to track traffic more effectively. By embedding these links in paid advertising campaigns, blog posts, and email newsletters, sellers can track referral performance through the Amazon Associates dashboard. However, sellers should be cautious, as Amazon has strict policies regarding self-referral.
QR Codes for Offline Tracking
Offline marketing strategies often pose a challenge when it comes to tracking conversions, but QR codes provide an effective way to bridge this gap. By embedding trackable links within QR codes, sellers can measure the effectiveness of print advertising, product packaging, and in-store promotions.

How to Use QR Codes for Amazon Listings
QR codes can be placed on packaging inserts, business cards, flyers, and print advertisements. When scanned, they direct potential buyers to your Amazon product listing. Using tools like Bit.ly, QR Code Generator, or Beaconstac, you can create unique, trackable QR codes that measure the number of scans and the locations from which users access your Amazon page.
Optimizing QR Codes for Maximum Engagement
To increase engagement with QR codes, include an incentive such as a limited-time discount, bonus content, or an exclusive offer. Additionally, ensure that QR codes are mobile-friendly and placed in highly visible areas on packaging or promotional materials.
Third-Party Tools for Tracking External Traffic
Many third-party tools provide deeper insights into external traffic, offering more advanced tracking options than Amazon’s built-in analytics.
Best External Traffic Tracking Tools
Several tools are available to monitor external traffic to Amazon listings. Pixelfy.me enables sellers to create smart links with embedded tracking and retargeting capabilities. Geniuslink offers automatic link localization for global audiences and tracking features to measure traffic from various marketing channels. Amazon OneLink is useful for tracking international traffic by automatically redirecting customers to the appropriate Amazon marketplace based on their location.
How Third-Party Tools Enhance Data Accuracy
Unlike Amazon’s internal tools, third-party tracking solutions allow sellers to integrate multiple traffic sources, offering a more comprehensive view of marketing performance. Many of these tools also support retargeting, allowing sellers to engage with customers who clicked on an Amazon link but did not complete a purchase.
Best Practices for Measuring External Traffic
Tracking external traffic is only valuable if the data is used to improve performance. Implementing best practices ensures that tracking methods are optimized for accurate measurement and actionable insights.
Combining Multiple Tracking Methods
No single tracking method provides a complete picture of external traffic. Combining Amazon Attribution, UTM tracking, Google Analytics, affiliate tracking, and QR codes provides a more comprehensive analysis of traffic sources and conversion rates. By leveraging multiple data points, sellers can make more informed decisions about their external marketing efforts.
Regularly Reviewing Data and Adjusting Campaigns
It is essential to review traffic data frequently and adjust marketing strategies accordingly. Identifying underperforming channels allows for reallocation of budget and resources to more effective campaigns. Regular A/B testing of ad creatives, messaging, and traffic sources can also improve overall marketing effectiveness.
Using Retargeting to Capture Lost Sales
Many customers do not purchase immediately after clicking an Amazon link. Implementing retargeting strategies using Facebook Pixel or Google Ads helps sellers re-engage potential buyers who visited the product listing but did not complete a purchase. By reminding them of the product through ads, sellers can increase conversion rates.
Conclusion
Measuring external traffic to Amazon listings is crucial for optimizing marketing efforts and improving sales performance. Since Amazon does not provide full transparency into external traffic sources, sellers must rely on a combination of Amazon’s built-in tools, third-party tracking solutions, and manual strategies such as UTM tracking and affiliate programs.
By leveraging Amazon Attribution, the Brand Referral Bonus, UTM tracking, Google Analytics, QR codes, and third-party tools, sellers can gain a more detailed understanding of how external traffic impacts their sales. Implementing best practices such as A/B testing, retargeting, and regular data analysis ensures continuous optimization and growth.
Sellers who effectively track external traffic can refine their advertising strategies, maximize ROI, and stay ahead of competitors in the increasingly competitive Amazon marketplace. Taking the time to implement these tracking techniques will provide valuable insights that help drive sustainable success in e-commerce.
