website traffic vs amazon traffic for ecommerce
Should I Drive Traffic to My Website or Amazon?

Written by Brittany Degnan

June 20, 2024

In e-commerce, where to direct website traffic—whether to your own site or Amazon—greatly influences business success. Each platform presents distinct advantages and challenges that impact brand visibility, sales performance, and long-term sustainability. Understanding these factors helps make informed decisions that are aligned with business goals and appealing to the target audience. Whether leveraging Amazon’s extensive reach and trust or focusing on creating a personalized website experience, this decision plays an important role in customer engagement and online profitability.

Factors to Consider

When establishing a marketing strategy, many eCommerce companies vacillate between sending traffic to an amazon product page or their own website. Important factors to consider when making this choice include brand efficacy and trust, how well each platform converts visits into sales, the long-term impact on search engine visibility, customer feedback and reviews, and the ability to control the overall customer experience. These elements help determine whether directing traffic to a website or Amazon will best meet business goals and resonate with the intended audience.

Brand Trust and Recognition

Consider the trust consumers place in Amazon versus your own website. Amazon’s established reputation and Prime benefits provide a seamless buying experience with built-in trust. On the other hand, driving traffic to your website requires a robust branding strategy to instill confidence and loyalty among users. While Amazon has a built-in trust advantage, you can compete by building your brand identity, creating high-quality content, prioritizing customer experience, and ensuring a secure buying environment. Building trust takes time and consistent effort, but it’s essential for long-term success.

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Conversion Rates and Sales Performance

Due to its user-friendly checkout process and trust factors, Amazon typically offers higher conversion rates, especially for lower-priced or impulse-buy products. In contrast, a business’s website allows for potentially higher margins and better long-term customer relationships through personalized experiences and account creation. Businesses can leverage their website’s unique strengths to carve out a loyal customer base and establish a thriving online presence.

conversion rate optimization and sales performance

SEO and Long-Term Sustainability

While optimizing for Amazon can improve visibility within its platform, driving traffic to your website supports long-term SEO efforts and reduces dependency on paid advertising. It allows businesses to control content, collect customer data, and build organic traffic over time. An e-commerce website allows you complete control over your content strategy. Brands can create informative blog posts, product descriptions, and landing pages that target relevant keywords and establish themselves as an authority in their field. Strong, informative content is a cornerstone of SEO. By consistently creating and publishing high-quality content, a brand signals to search engines that its website is a valuable resource, increasing the website’s ranking and organic traffic over time. This makes a brand more discoverable in search results for free, unlike paid advertising that stops showing when the budget runs out.

search engine optimization and long term sustainability

Impact on Brand Visibility and Recognition

Amazon can quickly expose products to a wide audience, benefiting from its trusted platform and efficient shipping options. However, focusing on a website gives a company more control over branding, customer interactions, and the long-term development of its brand identity. Finding the right balance is essential for shaping how a brand is perceived.
building brand visibility and recognition

Customer Reviews and Feedback

Amazon heavily relies on customer reviews to influence purchasing decisions and search rankings. Positive reviews can significantly boost product visibility and sales. Managing reviews directly on a website can enhance credibility and mitigate negative feedback, building trust with potential customers. Positive reviews displayed prominently on a business’s website act as social proof, building trust and confidence with potential customers. They see real customer experiences and are more likely to be swayed by positive testimonials. A business can also respond directly to negative reviews on its website, address customer concerns, and demonstrate a commitment to customer satisfaction.

Industry Considerations

Products suited for quick, impulse buys or those benefiting from Amazon’s extensive customer reach often perform well on the platform. Products requiring detailed information, customization, or higher price points may benefit more from driving traffic to a business’s website, where they can provide comprehensive details and personalized service.

Control Over Customer Experience

Amazon offers standardized customer experiences, which simplify transactions but limit customization. Driving traffic to your website allows for complete control over the customer journey, enabling you to tailor interactions, collect valuable data, and foster brand loyalty through personalized service and engagement.




Brand Trust and Recognition Pros: High trust due to Amazon’s established reputation and Prime benefits. Immediate consumer confidence. Pros: Greater control over branding and customer trust building. Potential for stronger long-term brand identity.
  Cons: Limited brand visibility. Amazon’s branding takes precedence over individual sellers. Cons: Initial trust building may be slower. Requires significant effort in branding and trust establishment.
Conversion Rates and Sales Pros: Higher conversion rates, especially for impulse buys. The streamlined checkout process enhances ease of purchase. Pros: Potential for higher margins. Ability to personalize customer experience and enhance brand loyalty.
  Cons: Fees and commissions reduce margins. Limited control over customer data and relationships. Cons: Conversion rates may be lower initially. Requires investment in SEO and customer relationship management.
SEO and Long-term Sustainability Pros: Immediate exposure on a high-traffic platform. Potential for high search visibility within Amazon’s ecosystem. Pros: Opportunity to build organic search traffic over time. Full control over SEO strategy and content optimization.
  Cons: Limited control over SEO tactics. Long-term dependency on Amazon’s algorithms and policies. Cons: Initial SEO efforts may take time to yield results. Requires ongoing investment in SEO and content development.
Customer Reviews and Feedback Pros: Influence on purchase decisions through Amazon’s review system. Pros: Ability to manage and curate customer feedback directly. Build trust through transparent customer interactions.
  Cons: Vulnerable to negative reviews impacting sales. Limited control over the review system. Cons: Requires proactive management of reviews and customer feedback. Negative reviews can impact brand perception directly.
Industry Considerations Pros: Ideal for consumer goods and impulse buys. Pros: Suitable for products requiring education, customization, or higher price points. Ability to differentiate on unique features.
  Cons: Less effective for niche or specialized products. Cons: Requires significant effort in educating customers and building trust for higher-priced items.
Control Over Customer Experience Pros: Streamlined purchasing process. Enhanced customer trust due to Amazon’s established platform. Pros: Complete control over branding, customer journey, and data collection. Ability to offer personalized customer experiences.
  Cons: Limited customization options. Branding visibility is limited to Amazon’s interface. Cons: Higher initial investment in website development and customer experience optimization. Requires ongoing maintenance and updates.


Whether you direct traffic to your website or Amazon depends on understanding your brand’s strengths, your customer’s preferences, and your long-term business goals. Amazon offers quick access to a large customer base and easy purchasing options, which is great for products that are impulse buys. On the other hand, driving traffic to your website gives you more control over the customer experience, fosters deeper brand engagement, and potentially leads to higher profits over time. Finding the right balance between leveraging Amazon’s marketplace advantages and building a strong brand presence on your own platform is key to maximizing both immediate sales and long-term growth.

<a href="" target="_self">Brittany Degnan</a>

Brittany Degnan


Brittany Degnan is a PR and Brand Manager for WiT Group and works out of the Columbia SC office.
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