5 Amazon URLs Sellers MUST Know to Grow Their Business
Amazon sellers; would you like to increase both your conversion rate and your sales rank on Amazon? How about a nice shiny buy box on your product listing?
Here are a few tips that are sure to help put Amazon’s search algorithm to work for you.
Using unique Amazon URLs to drive external traffic to your product and brand can make all the difference in your Amazon business.
Offering customers specific links to click through compelling ads on social media, for instance, leads them directly to your listing. This increases your chance of making a sale. The more sales you get, the better your product ranks on Amazon.
In turn, the high ranking gives Amazon the impression of organic searches for your listing through targeted keywords. Amazon rewards these rankings with even higher rankings in search engines, and more opportunities to sell through the different widgets on its site.
There are a few different ways Amazon URLs connect to your store to display your brand or products and create more sale opportunities, which are listed below. Before we get to them, let’s dial back to understand URLs better.
What exactly are Amazon URLs and how can sellers benefit from them?
They are unique slugs within the URLs that Amazon adopts to narrow down the keywords customers use when searching for specific products.
Sellers can customize these slugs to direct people straight to their product page from external sites.
Knowing what these Amazon URLs are and understanding how or when to use them is paramount for your business, but it can be quite confusing.
The 5 URLs sellers MUST know to succeed in their Amazon business are:
- Canonical URL
- Add to Cart
- Frequently Bought Together
- 2-Step Storefront URL (as of 07/03/2019, no longer recommended by Helium 10)
- 2-Step Brand URL
Each of the Amazon URLs requires precise steps that if missed will defeat the seller’s purpose of using them. A missing colon, an incorrect keyword, the misplacement of a symbol or character can significantly offset your unique link, mislead customers to other listings, and cost you sales.
The Helium 10 tool, GEMS, addresses this issue by offering you a much easier and more efficient way to create distinct Amazon URLs for your product pages.
What are the 5 URLs and how can GEMS help sellers create them?
1. Canonical URL
Amazon generates this URL for search engines to find your product. Adjusting this URL helps sellers get indexed so their product is ranked higher and found more easily. Since a quarter of Amazon’s traffic comes from search engines, it’s important to rank well on them.
The canonical URL uses colons and hyphens immediately after the five keywords (the first five words) at the beginning of your title. You control the placement of the colon or hyphens, which are used interchangeably. Amazon derives canonical URLs from the (five) keywords you define.
The colon or hyphen and the five keywords (no more or less) are the crucial parts of unique Amazon URLs.
With GEMS, all you need is the five keywords and an ASIN to generate your slug for your product page.
Create your canonical URL here.
2. Add To Cart
This is a new URL strategy that sends customers straight to the “add to cart” page on the Amazon website. It also simulates Alexa, which is Amazon’s digital voice-command tool, to get the products into customers’ carts.
When Alexa is triggered, your product is recommended as the first result to the customer who may be searching for an item.
As long as you have the ASIN for your product and the quantity you’re selling, using GEMS you can generate a link that when offered to customers, places your product into their Amazon cart.
See how to generate the Add To Cart URL here.
3. Frequently Bought Together
At least 35% of Amazon sales are made through the widgets on its website. These are the “Frequently bought together,” “Customers who bought this also bought, and “Often bought together” offers. Being placed in any of these categories increases your sales.
Sellers usually have to pair two of their products together or pair their product with a popular product from a competitor. Then they use social media to send traffic to Amazon using discounted codes through a specific URL.
The defining aspect of this URL is the quantity for each of the paired products followed with a set of characters.
Through GEMS, you can add each of your ASINS with the quantity you’re selling to get your Amazon URL that will direct traffic to your paired listing.
Check out the link for your paired products here.
4. 2-Step Storefront URL
This is the URL that is used for keyword rankings through Amazon’s own settings. This is the link you use on social media ads to direct people right to your product page on Amazon itself, and drives sales through specific keywords.
Using the “sold by” feature on your product page, you access your brand and find your storefront page. Through it, you find your brand in the pulldown menu to get to your product. You then use the URL above to create social media ads, which lead customers to your brand page.
One of the problems posed is that your keywords can be similar to other keywords, which could present other products alongside your listing. They could be your own or other sellers’ products. To fix this issue, you need to follow your ASIN with a set of characters designed to ensure only your products show up on your page.
The GEMS’ option only requires your storefront ID and your keyword to create a unique URL for you. If you have the ASIN and your minimum and maximum prices, even better.
Here’s what your 2-Step Storefront URL can look like.
As of 7/03/2019, we are no longer advising the use of 2-step storefront URLs.
5. 2-Step Brand URL
This URL restricts products through brand and keyword and goes after keywords that are distinctly linked to your products.
The 2-Step Brand URL is very similar to the Storefront URL. The main difference between this URL and the 2-Step Storefront URL is that this one takes the user to a page that only has your brand products.
Using GEMS, you just need to enter your brand and a keyword to get the URL you need. If you have other information like the ASIN and the minimum and maximum costs, it can help you generate an even more specific Amazon URL.
Need a 2-Step Brand URL? Find one here.
Seller tools like GEMS (and others that Helium 10 offers) minimizes the time spent in trying to figure out what to input to get the desired results for your product listings.
If you plan on giving GEMS a try, be sure to let us know what you think below!
Helium 10 has updated our GEMs URL creation tool!
Amazon sellers know that rising to the top of the rankings on Amazon means that standing still is the best way to be left behind. Helium 10 has updated our GEMs URL creation tool to now include 7 Amazon specific URL creation tools and for the first time, 2 Walmart URL creation tools.
Additionally, as of 7/03/2019, we no longer advise the use of 2-step storefront URLs due to recent shifts in Amazon policy.