15 Proven Ways to Boost Amazon Conversion Rates

Trying to improve your Amazon conversion rates? We'll show you tactics you can start testing with your affiliate site right now.

Sean Brison by Sean Brison | Last Updated: June 21, 2021

Trying to boost your Amazon conversion rates but have no idea how? This post outlines 15 tactics you can use to increase traffic, drive sales, and outshine your competitors. Learn which strategies improve your business’s bottom line.

Let’s get started.

1. Optimize Text Links with Keywording

rocket ship flying out of computer screen

Adding text links to your content is the easiest way to boost Amazon conversions. They are simple to sprinkle throughout your site’s posts and pages where it makes sense. And it increases your odds of sending more traffic to Amazon.

You leave money on the table when only relying on a single monetization source (like Amazon banners).

Since there’s no hard and fast rule about the number of links you can use in your content, why not tastefully add them in a few more places? However, having to revisit previously written blog posts to add affiliate links can be time-consuming.

Using a keywording tool to help identify phrases, mentions, and brands across your site that you’d like to convert to affiliate links is the easiest way to do it.

For instance, Lasso’s Keywording Tool lets you type keyword phrases into its search bar and then finds how many times you mentioned that word across your site. Then you can turn it into an affiliate link.

Let’s say you have an affiliate link for the GE Profile Opal Ice Maker in various blog posts, you could add that keyword phrase into Lasso, and it’ll find every time you’ve mentioned it.

Next, you could flip the toggle to “monetize,” and turn it into an affiliate link that’s already mentioned in specific pieces of content.

Tip: You can also use it to find new opportunities for joining affiliate programs. Click here to watch a two-minute video for using Lasso’s keywording tool.

2. Use Custom Product Displays to Increase Amazon Conversion Rates

Text-only affiliate links aren’t always enough.

So, try adding a visual element (e.g., a product display box) with a high-quality image and product description;you’ll increase your website visitor’s trust.

Product displays let you preview to your readers what’s on the other side of the click.

The more information you give at the outset, the easier it will be for them to get the details they need.

There are a ton of affiliate marketing tools offering a product box component.

For example, our WordPress plugin, Lasso, lets you create custom affiliate displays in minutes. They come equipped with optional trust badges, affiliate disclosures, and secondary CTA buttons.

Example of a single product display using Lasso:

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You’ll also be able to manage all of your links in one place and get new affiliate linking opportunity alerts.

3. Craft Enticing Product Descriptions

Many Amazon product descriptions lack creative copy. You often see a description stuffed full of keywords without any logical progression.

If your product image is like the eye-catching headline, your product descriptions are the subheadings that keep your readers on the page.

Keep yours:

Most consumers conduct online research before buying a product. So, the better your content is when displayed on your website, the more appealing it’ll be to buyers.

Try adding a bit of humor to your descriptions (as long as it supports the product and readers find it useful). You can still write compelling copy that entertains and people find interesting.

Takeaway: The more interesting your descriptions are, the more likely you’ll convert a reader.

You can also read the product reviews to understand what customers like (or don’t like) about a product, then include it in your product description.

Addressing FAQs, consumer objections, and making bold claims are all ways to craft compelling copy and attract your readers.

Further Reading:

Get Instant Amazon Product Info

If Amazon changes the price or image, Lasso refreshes every product display with that price or image across your site. Plus, you'll get an alert if your product is out-of-stock.

Get Instant Amazon Alerts

4. Compress High-Quality Images for Faster Load Times

Images make up 21% of a web page’s weight. If you have a substantial amount of them across your site, optimize them for speed and compress them.

Image optimization reduces space and improves functionality, enhancing the user experience, so, the smaller their file size, the better.

Compressing images reduces their file size for quicker load times.

You can use open source tools like MozJPEG or WordPress plugins like WP Smush.

Our sites use Imagify. It’s free to use for the first 25 MB of images. Plans start at $5 for more MBs.

Bottom Line: Page speed matters to your visitors. If your site takes too long to load, they’ll bounce. You ruin the chance to convert them before they even read your post.

And aim for high-quality images as they’re more likely to entice potential buyers to read your product description.

Create responsive images for mobile-friendly websites too. 

Responsive images fit the screen to the correct proportions no matter the device you’re using (e.g., mobile, desktop, or tablet).

5. Showcase the Amazon Prime Badge 

Prime members are loyal and shop Amazon more than non-Prime members.

User Stats: 49% of Prime members shop once a week compared to 13% of non-Prime. And 84% of Prime members said they value being able to shop at Amazon compared to 52% of non-Prime.

Prime has its perks with free, two-day shipping. Shoppers can even use the Prime filter when scouting products online, like the below screenshot:

amazon prime search filter

Leveraging the Prime platform increases your potential customer base.

There are over 150 million Prime members worldwide.

More people use Prime versus non-Prime members. This means more people are likely to buy from a product that features the “Prime” logo in the description.

Many plugins also make it easy to display your Prime badge.

For example, when using Lasso, you can show your Prime logo in displays with the flick of a toggle.

adding amazon prime badge to displays amazon conversion

And you’ll see it appear across your displays.

prime badge using lasso displays

If you’re an affiliate marketer promoting products on your website, simply including the Amazon Prime badge on your product box can go a long way.

Ecommerce sellers can sign up for Amazon’s FBA program which can make your products Prime-eligible

6. Create Product-Focused Content with Reviews and Best Lists

Certain keywords have higher buyer intent. That’s why when you create content, cater to that buying crowd.

People conduct research online before buying anything, and one way they determine whether a product is a good fit for them, is to read product reviews.

Focusing on writing product reviews can help increase your conversions and drive sales as people are in buying mode.

Just for You: If you need a product review template to steal, read this.

For example, you can include reviews about anything for sale on Amazon. When you’re conducting your keyword research, try using these modifiers:

Product reviews, comparisons, and best lists are excellent content for creating monetization opportunities.

Bonus: Alternatively, creating how-to guides are great for highlighting the best ways to use a product.

7. Target Products Featuring Amazon’s Choice 

Amazon’s Choice badge attracts more clicks because shoppers see it as a trust symbol.

More people defer to buying something that’s a ‘choice’ product.

amazon choice on amazon conversion

I’m guilty of this too.

Whenever I see that badge above a product in a given category (and it’s my first time buying it), I’ll default to purchasing that item.

When you see the badge, you think, “it must be good.”

However, there isn’t a proven framework for earning the coveted badge.

But, this study revealed Amazon’s choice badge increases conversions by 25%.

Voice shoppers using Alexa get recommendations which largely pull from frequently purchased items (including those labeled with the Amazon’s Choice badge).

Whatever the case, optimizing for voice shoppers to get the badge can help more people find your products.

It’s said earning the badge can be linked to:

It’s worth noting that the badge focuses on product listings and is less concerned with particular sellers.

That said, most products earning it carry a higher sales velocity and conversion rate with Amazon’s search engine algorithm.

Further Reading:

8. Use Trust Badges to Gain Confidence

Piggybacking off of Amazon’s Choice Badge, you can also add other badge types to your product displays for peace-of-mind.

For example, if you have a product and you want to recommend it as your top pick, try adding a badge to build trust.

trust badge example

Badges serve as your product endorsement and carry weight whenever there’s a buying decision involved.

Badges are highly effective and used by top-review sites like The Wirecutter. 

When using Lasso, you can create custom badges on displays for a personal touch. For more details on how to use it with your site, read our guide for customizing displays.

9. Experiment with A/B Testing to Know What’s Working (and Then Double-Down)

Test, test, test. When trying to optimize your posts and pages, it’s good to know what works and what doesn’t.

You can test for anything:

The point is to see what’s driving clicks and adjust as you go.

If you’re using our tool Lasso, you could experiment with the different custom displays to see which convert better.

Are people clicking on the image-only link or do single displays work better? You can also experiment with omitting the pricing from your display to see if it captures more clicks (and cookies). A curious shopper may click your affiliate link, sending them to Amazon.

Optimize your pages until there’s nothing left to test.

You can try Amazon A/B testing tools like Splitly, CashcowPro, or Listing Dojo. Or, manually test variants and track what works.

10. Create A Resource Page

A Resource page is a grouping of multiple products appearing on a single blog post or web page. It can include many things:

Since it contains several products in one place, it’s an excellent opportunity to increase Amazon conversions.

For example, if run a home improvement website, you could create a resource page dedicated to the best-selling hand tools in that niche. Or if your website caters to men’s style like Barron’s Effortless Gent, you could have a post about a best brand of men’s watches.

Case Study: You can read about the creative ways Barron uses Lasso on his site here.

If you’ve never thought to include a resource page on your blog, watch the video in this post that shows how you can create a resource page with Lasso in under ten minutes.

11. Gain Trust with Social Proof

One thing you can do to make it easier for readers to click your links is to establish yourself as a trusted and established authority.

You can do it a couple of ways by either:

Author Tim Ferris is a perfect example of how he uses trust to disarm his visitors. Look at his testimonials on the site’s homepage:

tim ferris homepage example

Those metrics squash any hesitancy you may have about using things he recommends.

Establishing credibility comes in many forms from the number of downloads to awards to 5-star reviews.

Tim’s website is one example of how you can use trust to boost your Amazon conversions.

Social proof makes everyone feel a little safer before buying.

12. Use Landing Pages As Your Ad’s Middleman

When you get traffic from Google PPC or Facebook Ads, try using a product-specific landing page to send Amazon “warm” traffic.

Most times, people aren’t in buyer mode when they click an ad. So, if they click straight through to your Amazon listing, they have a higher chance of bouncing (which lowers your conversion rate).

But when using a landing page, visitors arriving there may not click through to your product page because they weren’t going to buy anyway.

This won’t affect your conversation rate percentage.

When you send people to your Amazon listings from your landing page, they’re most likely far more interested and like to make a purchase.

The landing page lets your audience preview your product before deciding if they want to progress through your funnel.

Tip: Leverage the scarcity psychological persuasion principle with terms like “buy now before the offer expires.” Also, try debunking consumer objections.

13. Place Affiliate Links In Images and Subheadings

Text-only links are a good first start. But what about your subheadings and images? When you’re writing posts (e.g., ‘Best List’ posts), it’s okay to include your affiliate links in places other than your text.

The more click opportunities you give readers, the more opportunities you give yourself to boost commissions. Many people will click other parts of your posts (especially images) so, instead of having that image send them to a jpeg file (or nowhere at all), send them to Amazon.

We’ve found commissions increase when placing affiliate links in multiple places – without leaving your website feeling cluttered.

For example, using Lasso, it’ll automatically add a piece of shortcode into your WordPress post of the display type you need.

You’d click the cactus icon inside the text editor:

using lasso with the wordpress text editor

Then, choose a display type:

amazon affiliate income choose a lasso display

Next, click the ‘Button’ and ‘Image’ displays, and they’re instantly added to your post. Adding links to your subheading follows the same format as when inserting any text-only link to your WordPress content.

Here’s how you could apply this to your site:

image and subheadings aff links

You could potentially increase conversions this way.

14. Write Bullet Points Focused On Desired Outcomes

If you want your customers to click your affiliate links, write product descriptions that answer your customer’s question, “what’s in it for me?”

The next time you’re writing a bulleted list of product features, focus on the benefits someone will get if they buy.

The product description is your chance to entice consumers to pull out their wallets.

For example, using the image decompression tool Imagify, if you were talking about its features you could say:

It compresses images and reduces the file size (feature) so that your web page loads faster and reduces bounce rate.

That’s a benefit with the desired outcome in mind. Let your customers know what’s in it for them.

When you shift your writing to focus on a product’s benefits, you will be more likely to transform visitors into customers.

15. Monetize International Traffic

Getting commissions through your local Amazon associates program is great, but what about your international visitors? Affiliates lose money because they didn’t sign up for that country’s affiliate program.

That’s why joining multiple programs is advantageous. Amazon currently has 13 international affiliate programs.

Tip: A quick way to decide which programs to sign up for is heading to Google Analytics and see where your website gets the most traffic.

Head to Audience > Geo > Location to see Sessions By Country. Then sign up for those international programs.

google analytics sessions by country

Looking at this screenshot, you’d want to sign up for:

Amazon creates geo-targeted links using Amazon OneLink as its standalone tool. If you’re using a tool like Lasso’s Amazon Integration to monetize your website, your international traffic would redirect to their native country’s Amazon store automatically.

For more details, head to Amazon Associates to learn how to monetize your international traffic.

Where Do I Find Amazon’s Conversion Rate

If you’re an Amazon Associate, head into your Associate dashboard and find your:

amazon associates dashboard

Then divide the total number of items ordered by the number of link clicks.

Conversion rate formula:

16 (ordered items) / 178 (total clicks) = 8.99% Amazon conversion

Average conversion rates vary by industry and device, so there’s no hard and fast rule, but, typically, Amazon sellers see a higher conversion rate than regular online retailers.

And Prime members convert even higher than non-Prime members!

Last Words

Now that you know some imaginative ways to boost your Amazon conversion rates, start measuring what’s moving the needle forward.

Experiment with the above strategies as there is no one size fits all solution, only the one that makes the most sense for your business.

Don’t be scared to mix your marketing strategy up.

Wanna learn more? Read this.

Sean Brison
Sean Brison is a dad, writer, business owner, and Chief Growth nerd at Lasso. He's spent the past several years in cahoots with Lasso's founder, Andrew, creating awesome things for people. He's also addicted to perfectly-balanced cocktails, the outdoors, and John Mulaney's stand-up comedy.

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