The attribution of the Amazon affiliate system is entirely last click. Will Amazon affiliate traffic also be biased towards this ultimate harvest? Is Amazon affiliate traffic not valuable traffic?

So Master Wang began to think about and sort out the main traffic sources for the Amazon Alliance, so he came up with this article!

In the affiliate operation for medium to high customer unit price products, Master Wang discovered that more than 70% of the affiliate sales came from media buy channels, and the remaining 30% was mass media such as mass media and websites with content such as INS and YouTube.

So where does Media Buy traffic come from?It mainly comes from Google's keyword advertisements for category search terms. According to data from SEMRush.com, the keyword Robot Vacuum has a global monthly search volume of about 190.6k. In fact, the vast majority of media buy channel content traffic comes from advertisements with these categories of terms.

Customers search Google for keywords similar to Robot Vacuum or Robot Vacuum Best, and media buying channels can step in to grab traffic. Here, everyone can also use this method to determine the number of searches for their category. If it is less than 50k, the potential for the alliance is smaller. The 10 best categories for Amazon Associates

Media Buy affiliate customers use CPC ads to direct traffic to their own ranking pages, thereby redirecting them to Amazon to complete conversions and receive commissions.

Channel judgment: 1: Seize stock traffic, Google search channels for instant category terms. This part of traffic may affect SEO traffic for leading brands and media in some categories. For example, originally, this part of traffic should have been the top media rankings and top Amazon seller listings.

2: A list-type display format with integrated quality and efficiency. It not only has the endorsement effect of the edition ranking, but also directly converts sales. 3: This may have an impact on some top media with high SEO rankings and Amazon Listings. Some non-top brands may get more traffic exposure through Google category term searches.

The social channel is actually divided into two sections. One section is a deal section. Whether it's an FB deal group, INS and TT discount celebrities all belong to this system; the other section is a video or image content section for popular content, such as product reviews, unboxing, and comparisons.

This part of the traffic actually doesn't focus on product and brand content display; it simply uses Amazon's main image plus discount information to encourage customers to place orders. This channel is very similar to the discount, rebate network, and cash back in the DTC brand website affiliate system. It simply uses discounts to induce orders. Although sales data is good for sellers, the final accounting profit is not good.

However, unlike DTC brand discount channels that simply harvest (users want to buy a product from a certain brand, directly Google the brand name+ promotion code), Amazon's discount channel is actually an incremental conversion, using codes to stimulate customers who have never wanted to buy such products to buy them, so at this time, products are biased towards everyday necessities with low customer unit prices.

In the Amazon affiliate system we've observed, there is relatively little celebrity content. Because affiliate customers are all aimed at making money, they focus on shortness, speed, and efficiency, but celebrity channels actually focus on content; conversion is a side effect. Therefore, celebrities in the affiliate system are very precious. The picture below is a product of an affiliate project run by Master Wang's team. An Ins celebrity directly brought in more than 3 million views and 41,000 US dollars in sales, but this is just one example this month.

So the influencer module in the Social section definitely brings incremental growth to the brand.

The media section is a form of content that all brands desire and cannot get. For example, the following coffee machine brand received a lot of media exposure on Prime Day this year. What he did was join enough affiliate channels and then sit back and wait for the big media to actively report during the peak season. Because the brand itself is at the head of the category, and when combined with commission incentives from affiliate channels, many media like Cnet will actively report.

After sorting through the traffic volume of the Amazon affiliate section above, I came to a general conclusion that part of the Amazon affiliate channel seizes the stock market (Google keyword advertising), and part is incremental (deals, influencers, and media).

However, we also need to be alert to all brands. Continued investment is also needed in the branding sector. Only by increasing investment in Top of Funnel can brands finally face the battle of the stock market more calmly.