Before launching a product, it's important to understand its traffic structure — meaning where most of its traffic comes from. Different traffic structures require different operational strategies.
What is Traffic Structure?
On Amazon, traffic sources can generally be categorized into six main types:
- Search traffic
- Advertising traffic
- Related product traffic
- Promotional event traffic
- Category node traffic
- Ranking list traffic
Among these, search traffic and related product traffic are the two largest sources.
Search-Dominated Structure
Products primarily exposed through keyword search results.
- Single Keyword Structure: Traffic is highly concentrated, mainly coming from a few core keywords.
Multiple Keyword Structure: Traffic comes from a broader range of keywords, with no single keyword dominating. Competition is more dispersed across keywords.
Related Product-Dominated Structure
Products mainly get traffic through related products, with less traffic from keyword searches.
Example: screen protectors often bought together with phone cases.
How to Identify Your Product's Traffic Structure
1. Use SellerSprite’s Reverse ASIN to analyze the top 10 products in your subcategory. The more traffic keywords a product has, the more likely it is search-dominated.
2. Use SellerSprite’s Related Products tool to observe the proportion of traffic from similar or complementary products. If related product traffic is a major source, it indicates a related product-dominated structure.
3. Analyze keyword traffic distribution. A greater number of search keywords and a more even traffic spread suggest a multiple keyword structure, meaning the competition is less concentrated.
4. Check whether your automatic ads mainly generate traffic from keywords or from ASINs.
How to Apply This Information
- For search-dominated products, it’s crucial to build a precise and comprehensive keyword list. If it’s a single keyword structure, keep in mind that competition will likely be more intense, so you must evaluate carefully during product selection.
- For related product-dominated products, focus on identifying high-quality complementary products and optimizing frequently bought together or product targeting ads.
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