Traffic Insights for Amazon

The Traffic Insights for Amazon app helps you find potential new customer sources by analyzing the external traffic channels of any Amazon-listed product.

In this guide, we’ll explain how to access the app, how it can help your business, and how you can use it to achieve the best results.

How the Traffic Insights for Amazon App Can Help You

Traffic Insights is suitable for both newbies and experienced Amazon sellers. It allows you to scout competitors, uncover audience numbers, and identify the biggest traffic drivers outside of the Amazon ecosystem.

These insights enable you to amplify your marketing strategy, expand your reach, and discover new growth opportunities. They can also help give you a clearer understanding of the maximum audience potential when assessing the viability of a new product.

With this tool, you can: 

• Access valuable data not provided by Amazon Seller Central
• Analyze multiple external traffic channels to expand your audience
• Dissect the promotional strategies of competing products
• Identify the optimal way to increase your brand's reach outside the Amazon ecosystem
• Scale your marketing strategy to outrun your competitors’

Accessing Traffic Insights for Amazon

Traffic Insights is available with limited access to all registered Semrush users. For unlimited access, you’ll need to purchase the Traffic Insights for Amazon app.

Here are the key features of each version.

Free version:

• No monthly fee
• Access to the Overview report
• Access to reports for demo products

Paid version:

• Access to all reports (Referrals, Google Organic, and Shopping Ads)

To find out how to add the Traffic Insights for Amazon app, check out our dedicated App Center guide.

How To Use Traffic Insights for Amazon

Once you’ve opened the app, enter the listings you want to analyze by copy and pasting their product URLs or ASINs.

You may notice that, in some cases, the product you enter has multiple variations (due usually to packaging differences, alternate editions, or other product-specific distinctions).

If you’d prefer to only analyze the exact product version you selected, click the dropdown menu in the top right corner of the card and choose “This ASIN”. Alternatively, you can analyze all variations of the product.

Then, click “Analyze.”

Note that, by default, the first product URL/ASIN you enter on the left hand side is considered “your” product. Each of the other ASINs that you enter will be compared against it.

Top Tip: If you’re unsure where to begin, start by focusing on the top competitor listings in your market or niche. To find these, go to Amazon, enter your target search query (i.e. “Bose headphones”) in the search bar, and select the top three results that appear.

Once the analysis is complete, the app will generate four reports:

• Overview
• Referrals
• Google Organic
• Shopping Ads

The Overview report acts as the default dashboard and provides a helicopter view of the data. To get a more detailed report on each traffic channel, scroll through the tabs on the left side of the screen.

The reports are broken down as follows:

Overview Report

As mentioned, this is a monthly summary of your listings’ Total Reach and Reach by Channel.

The Total Reach trend is a proprietary metric that provides a dynamic view of your listings’ maximum audience potential over the last six or 12 months. This can give you an idea of whether or not there is a seasonal element to the products’ performance.

Reach by Channel breaks down each listing’s traffic potential, revealing which source is likely to generate the highest audience numbers.

Note that, as a paid Semrush user, you can also see the reach potential of Amazon’s internal search channel. However, you’ll need to use the Search Insights for Amazon app if you want to explore this (and other valuable Amazon search data) in more detail.

Finally, the Overview report also includes a brief run-through of the key data in the other three reports. Click on these widgets to take you to the detailed versions, which are outlined below.

Referrals Report

This is a detailed breakdown of all the referral links your selected listings have acquired, as well as the potential traffic coming from those backlinks.

The report is split down into the following widgets:

Summary: A concise overview of the other metrics on the page.

Reach: Changes in the total sum of traffic of all pages (from any domain) linking to your product in the last six or 12 months.

Active Backlinks: Changes in the number of active backlinks leading to your products from referring domains in the last six or 12 months.

Referring Domains: Changes in the number of domains linking to your products in the last six or 12 months.

Domains Details: This is a detailed widget that provides insight into all your products’ referring domains.

It allows you to see:

• Each domain’s Authority Score
• The estimated number of potential customers referred from each domain to your products in the last month
• The number of active backlinks to your products in the last month
• The number of new backlinks to your products in the last month
• The number of lost backlinks to your products in the last month
• The number of other Amazon products that also have backlinks from that domain

To gain more insights into each referring domain, click on the domain. This will open a new window where you can see in-depth data on sitewide links and link placements. Note that redirects are also taken into account.

For each domain, you can see:

• The URL and Authority Score of the referring page
• The volume of traffic visiting that page (in the last month)
• The anchor text (and target URL) of the referral link to your product
• The dates of when the referral link was first and last seen

You can also filter the referring pages by Authority Score and traffic volume, and filter backlinks by “Active”, “New”, and “Lost.”

To streamline your analysis, you can also apply filters to your report. These can be found at the top of the report.

Specifically, you can sort by:

• Month and year: Access any monthly report from as far back as January 2020
• Domain name: See only data for one specific domain
• Authority Score: See only data for domains with a specific Authority Score (i.e. 70 and above)
• Reach: See only data for domains within a specific reach range (i.e. between 1,001 and 10,000 potential customers)
• Competitors: See only data for domains that link to other Amazon products within a certain range (i.e. domains that have between 11 and 100 links to other products)

In order to export the data on domains from the Referrals Report, you can click the “Export” button in the top-right corner of the Domains Details widget.



It will export the first 50000 lines into the CSV file.

Google Organic Report

This highly useful report displays search trends from Google for your products, and showcases which keywords can bring them to the top of Google’s search results (SERPs).

The report is split down into the following widgets:

Summary: A concise overview of the other metrics on the page.

Reach: Changes in search volume of the listed keywords during the last six or 12 months.

Traffic: Changes in the number of potential customers that have visited your selected product pages via a Google search during the last six or 12 months.

Keywords: Changes in the number of keywords bringing traffic to your selected products for the last six or 12 months.

Keywords Details: This is a detailed widget that provides insights into the keywords your selected products are being found for. For each keyword, you can see:

• Monthly search volume
• The highest ranking position of your products’ URL for that keyword (in the last month)
• The estimated amount of organic traffic your product pages have received for that keyword in the last month
• The number of other Amazon products ranking in Google’s top 100 search results for that keyword in the last month
• The location and device type of the search

You can also filter your results to optimize your analysis. It’s possible to sort by:

• Month and year: Access any monthly report from as far back as January 2020
• Keyword: See only data for one specific keyword
• Volume: See only data for keywords that lie within a specific search volume range (i.e. over 100,000 searches per month)
• Traffic: See only data for keywords that generate product page traffic within a certain range (i.e. over 10,000 visitors per month)
• Keyword Relationship: See only data for keywords where your product intersects in a specific way with the other products in your list (you will need to provide at least two ASINs to apply this filter). For example, you might only want to see keywords for which all three of your selected product pages rank. Or you may want to only see keywords for which your product page ranks lower than the other(s). This filter can help you to identify potential weaknesses or opportunities for improvement for your listing.

Shopping Ads Report

This report explores the keywords that bring up shopping ads for your products in Google’s SERP.

The report is split down into the following widgets:

Summary: A concise overview of the other metrics on the page.

Reach: Changes in the number of potential customers that searched the keywords your products rank for in the last six or 12 months.

Ads: Changes in the number of Google Shopping Ads for your products over the last six or 12 months.

Keywords: Changes in the number of keywords that trigger Google Shopping Ads for your products over the last six or 12 months.

Keywords Details: This is a detailed widget that provides insights into the keywords your products are displaying Shopping Ads for. For each keyword, you can see:

• Monthly search volume
• The highest position your products reached in the last month while being promoted with that keyword
• The number of other Amazon products being promoted with that keyword in the last month
• The location and device type of the search

Again, you can also filter your results to optimize your analysis. It’s possible to sort by:

• Month and year: Access any monthly report from as far back as January 2020
• Volume: See only data for keywords that lie within a specific search volume range (i.e. over 100,000 searches per month)
• Maximum position: See only data for keywords that have reached a certain position in Google Shopping results (i.e. Top 3 or Top 20)
• Competitors: See only data for keywords that are promoting a specific number of other Amazon products (i.e. only 1-2 products or 51+ products)

Frequently Asked Questions 

Which Amazon Marketplaces do you support?

Currently, the app is only available for the US Amazon Marketplace.

If you have any other questions about the Traffic Insights for Amazon app, please email us directly at ecommerce-apps@semrush.com