How to create an Amazon landing page that drives external traffic

To create an Amazon landing page, build a simple page on your own website that features one product or a small group of products, add a clear offer and an email sign-up, and link the buy button to your Amazon listing with an Amazon Attribution tag. That gives you customer contact details Amazon never shares, shows which ads actually drive sales, and, if you are a registered brand, earns you the Brand Referral Bonus.

What is an Amazon landing page?

An Amazon landing page is a landing page you host outside Amazon that promotes your Amazon products. Visitors arrive from your ads, social posts or emails, read about the product, and click through to the Amazon listing to buy.

It sits between your marketing and the listing. On your own page you control the headline, the images, the video and the layout. You are not bound by Amazon's rules for product titles and listing content, although your claims still have to be truthful.

Why send traffic to a landing page instead of straight to Amazon?

You get customer data Amazon keeps to itself

When someone buys on Amazon, you do not get their email address or the exact search terms they used. A landing page can ask visitors to join your email list before they click through, for example to hear about new products or future offers. That list belongs to you and keeps working even if your Amazon ranking drops.

If you collect emails, follow the rules where your customers live. In the US, the CAN-SPAM Act requires an accurate sender, an honest subject line, a postal address and a working unsubscribe link, and you must honour opt-outs within 10 business days. In the EU, the ePrivacy Directive sets an opt-in rule: marketing emails need prior consent, with a limited exception for existing customers who could refuse at the time. The GDPR governs how you store and use the data. See also CAN-SPAM.

You can measure which ads drive Amazon sales

Amazon Attribution is a free Amazon tool that measures how marketing outside Amazon affects your Amazon sales. You create a tag for each ad or link, add it to the destination URL, and Amazon reports clicks, detail page views, add-to-carts and purchases within a 14-day window. It covers search, social, display, video, email, and affiliate and influencer campaigns. Amazon lists it for Professional sellers enrolled in Brand Registry, vendors, KDP authors and agencies, in a set of countries including the US, UK, Germany, France and the Netherlands.

Registered brands earn the Brand Referral Bonus

Amazon rewards brand owners for bringing in shoppers from outside Amazon. According to Amazon, the bonus averages 10% of qualifying sales and varies by category and price. Social media, search and display ads and email qualify. Amazon's own advertising, such as sponsored ads, does not.

Key conditions, as Amazon describes them:

• You need a Professional selling plan in Amazon's US store and enrollment in Brand Registry, which requires an active or pending trademark.
• Traffic is measured with Amazon Attribution tags.
• The bonus is a credit against future referral fees, not cash, and the full amount is credited after a two-month wait to allow for returns.

Check current rates in Seller Central before you build a budget around them.

How do you design a good Amazon landing page?

Keep it short. Visitors should understand the product and the offer in a few seconds.

• One clear headline. Lead with the benefit, not your Amazon product title.
• One strong image or a short video. Show the product in use. Video is one of the main reasons to use your own page.
• Three to five short points on what the product does and who it is for. Your Amazon listing already holds the full details.
• One call to action, such as "View on Amazon" or "Get the offer," linked to the tagged listing URL.
• An email sign-up with a clear reason to join.
• Fast loading on mobile, since most social traffic arrives on a phone.

For more on layout and testing, see how to optimize a landing page.

What kind of offer should you use?

An offer gives people a reason to click now. Common options are a limited-time coupon, a bundle, free shipping or early access to a new product. A countdown or a stock message can add urgency, but only if it is true. Fake timers and invented scarcity mislead shoppers and damage trust. More in FOMO marketing.

Pick a discount that you can afford and that you would be happy to offer again. Very deep discounts can make shoppers wonder what is wrong with the product.

Can you use a landing page to get reviews?

Not with incentives. This is where older advice, including the earlier version of this page, went wrong.

• Amazon prohibits incentivized reviews. Its community guidelines ban reviews in exchange for compensation, including free or discounted products, unless they come through Amazon's own Vine program.
• The FTC bans buying reviews. A rule in force in the US since October 2024 bans fake reviews and paying for reviews that express a particular sentiment.

So never tie a discount, gift or refund to leaving a review, and never ask only happy customers. If you ask for reviews at all, ask every buyer, in a neutral way, for an honest opinion.

Should you use an Amazon Brand Store instead?

You can use both. An Amazon Brand Store is a multipage brand experience hosted on Amazon itself, available to brands in Brand Registry. It is a good destination when you want shoppers to browse your full range in Amazon's checkout environment. A Store cannot include website URLs or contact details, so it will not capture emails for you. A landing page on your own site can, and it lets you test messages freely.

How do you promote the landing page?

Send paid and organic traffic to it: social posts and ads, search ads on your brand and product terms, your email newsletter, and creators who review your products. Give each source its own Attribution tag so you can compare them. Then keep what brings in sales at a sensible cost and drop the rest. Our guide to ecommerce marketing strategies has more channel ideas, and Amazon influencers explains how creators fit in.