What are the main sources of traffic on Amazon?

Let's talk about Paid traffic 

1. Advertising and beyond

Let's talk about  amazon adverting or just simply  PPC

• Sponsored Brands Ads:
• Sponsored Products Ads:
• Sponsored Display Ads:

There are three types of Brand Ads:

1. Product Related: Use images to drive traffic to product details pages.

2. Brand promotion: Drive traffic to storefront

3. Video  ads: Use an auto-playing video to display a single product

When we click here:

 We come to storefront of brand

Video ads

2. SP-Sponsored product

We can divide that sponsored product into 2 types. Sponsored product targeting and Sponsored keyword targeting

Sponsored product targeting

1. Auto Campaign:

• Description: With an auto-targeting campaign, the advertising platform (e.g., Amazon) automatically targets your ads based on the content of the product detail pages and other keywords deemed relevant. You don't have to manually select keywords.
• Use Case: This is great for beginners or those who want to discover new keyword opportunities. Over time, you can review which automatic keywords perform well and then optimize further using manual targeting.

2. Phrase Match:

• Description: Ads will show when a user's search contains the exact phrase of the keyword, or close variations of the exact phrase of the keyword, with additional words before or after. The keyword order matters.
• Example: If your keyword is "running shoes", your ad might show for "best running shoes" or "running shoes for men", but not for "shoes for running".
• Use Case: This is useful when you have a specific phrase that represents your product well, but you also want to capture related searches.

3. Broad Match:

• Description: Ads will show when a user's search contains all the keyword terms or their synonyms. The search doesn't need to be in the same order as the keyword.
• Example: If your keyword is "running shoes", your ad might show for "shoes for running", "jogging footwear", or "best shoes for a marathon".
• Use Case: This is great for maximum visibility and reach, but can sometimes lead to irrelevant clicks since it casts a wide net.

4. Exact Match:

• Description: Ads will show when a user's search matches the exact keyword, or close variations of the exact keyword, without any other terms.
• Example: If your keyword is "running shoes", your ad will only show for "running shoes" or very close variations like "run shoes". It won't show for "best running shoes" or "shoes for running".
• Use Case: This is perfect when you want to target a very specific search term and ensure high relevance. It generally leads to a higher conversion rate but might have lower visibility compared to broad or phrase match.
• Also, there is Sponsored Ads product targeting. Sellers can specifically target any product. 

Th photo is most likely as nbelow.

Sponsored product keyword targeting

3. Sponsored Display ads 

    1. Audience Targeting: Sponsored Display Ads leverage first-party retail data to automatically target audiences that are likely to convert. This includes shoppers who viewed the details of your product or similar products, but didn't make a purchase.

    2. Placement: These ads can appear on product detail pages, search results, and even off the platform on third-party websites and apps. This broad reach helps in re-engaging potential customers and driving them back to the product page.

    3. Creatives: Depending on the platform, the ad creatives might be auto-generated using product images, titles, and pricing from the listing. Some platforms allow custom creatives as well.

    4. Cost Model: Like other PPC (pay-per-click) ads, you only pay when someone clicks on your Sponsored Display Ad.

    5. Reporting: Advertisers have access to detailed reports to understand the performance of their ads, enabling optimization based on metrics like impressions, clicks, and conversions.

     6. Benefits:

• Re-engage Shoppers: Target users who showed interest in your product or similar products but didn't convert.
• Expand Reach: Get your product in front of a broader audience by appearing on third-party websites and apps.
•  Drive Conversions: By targeting relevant audiences and providing them with easy access back to the product page, you increase the chances of conversions.

4. Beside that you can see also ads as below .

HIGHLY RATED (highly rated products), appears in the middle of the search results page, based on the rating average and the number of ratings, which are basically above 4 stars. There is not exact total number of ratings required  by amazon to enter here, and most of them are above 100+, or even higher. . 

4. AMAZON'S CHOICE 

The Amazon itself chooses  high-quality, good-priced products under a certain keyword based on the listing's performance. The AMAZON'S CHOICE column is a product with the Amazon's Choice label. It occupies an entire row in the form of a column and is generally displayed in the middle and lower part of the search results.

Further reading: How to get Amazon's Choice badge?

5. EDITORIAL RECOMMENDATIONS 

In search results pages, the Editorial recommendations column will appear. The Amazon editor recommendation position refers to the products in the topic review posts compiled by Amazon official or third-party bloggers, occupying an entire row in the form of a column.

Read more: How to get Amazon Editorial’s Recommendation?