How does Amazon get its Organic Traffic

Posted on March 22, 2019 by


Think of the last time you walked into a retail store, how exactly did you make your purchase? Let’s say you walk in with the intention of buying red shoes. All you would have done is look for signages to, or ask someone for, the section which has red shoes, take your pick, and then buy it. But, let’s say that you walk into the store but there isn’t anyone to point you in the right direction, nor are there signs which take you there. You may either get overwhelmed and leave the store right away, or you may spend an abnormally large amount of time looking for the product and buying it but coming out of the store with an extremely bad experience.

Organic Traffic in Amazon

Now, let’s compare this with the online shopping scenario. A first-time shopper is more than likely to search for a product on Google first, than going directly to an eCommerce website. Here, the google search is analogous to signage or store assistant in an actual retail store. So, if someone types the same red shoes on Google search, the first search result (apart from the Ads) will often be an Amazon listing page, which leads users to a page that has only red shoes, hence shortening the time to purchase. Let’s think of some other google searches that online shoppers might do

Light blue formal shirts
Buy JBL headphones
Black watches for kids
Powerbank for iPhone

Amazon will be among the top 3 search results for any such search results relevant to online shoppers.

Amazon has monthly traffic via an organic search of approximately 650 million. Regardless of the industry that an online retail store might be in, it is extremely challenging to compete against the might of Amazon. So, how does Amazon manage to rank itself on the top of Google search for almost every search query by online shoppers?

It’s the sheer amount of category or listing pages within Amazon

Yes, Amazon has category pages for any and every kind of long-tail keywords on Google search. Whether it be Shoes, Nike shoes, Nike running shoes, men’s Nike running shoes, or any keyword in similar terrain, amazon will have unique, search optimized listing pages for each of them. These listing pages are also dynamic, and content is constantly refreshed to keep the pages optimized for search.

So, how does Amazon create these many category pages for its website? And how does it identify what are the category pages that need to be created? The easy answer is it lets its vast amounts of data and AI does the dirty work and automates the creation of listing pages. However, on digging deep, there are a few signals that they might be used to identify the category pages that need to be created

  • Search patterns on Google that bring in search traffic into the Amazon website
  • Search queries on Amazon’s internal site search
  • User behavior in terms of the filters they use in their category pages
  • Cart abandonment data to understand the product, brand, and/or price preferences of visitors

Theoretically, this would seem like a straightforward task of identifying gaps between search queries & existing pages and then creating category pages for those. However, manually creating a category page on Magento or any other eCommerce platforms is a painstaking process, with each page taking a minimum of 30 – 60 minutes. Does automating the category page creation and generating hundreds of such pages, the Amazon way, within seconds sound exciting? Talk to us today to learn more.


Posted in e-Commerce General e-Commerce Product Listing pages e-Commerce Product Recommendations