How Amazon Captures $3.22B in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ March 8, 2025

Amazon, a global e-commerce leader, offers a vast selection of products along with perks like free shipping and Prime benefits, continually setting the standard for seamless online shopping and entertainment. As of March 2025, amazon has successfully generated $3.22B in traffic cost value through its SEO strategies. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.

In this article, we’ll dive into the key marketing strategies that contributed to their success.

Keyword Strategies

A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.

Boost SERP Rankings by Understanding Search Intent

The key to this strategy’s success is amazon's deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.

There are four main types of search intent:

• Informational: When someone is looking to learn more (e.g., “What is amazon?”)
• Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”).
• Commercial: When someone is comparing options (e.g., “amazon vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “amazon Pricing”).

As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.

There are four main types of search intent: Informational, Navigational, Commercial Investigational, and Transactional. These guide how keyword variations are developed to match user queries.

Notably, navigational keywords are displayed using examples such as "amazon", "amazon prime", "prime video", "amazon prime video", "amazon.com", "wordle", "prime gaming", "translate", "amazon video", "youtube". These account for the largest share, contributing $27.82M in traffic cost.

Optimizing Content for Search Intent

To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.

Below are the top five pages on amazon that generate the most organic traffic through content optimized for keyword intent:

Amazon's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. "Black friday 2024" captures the seasonal shopping frenzy with its timely and specific nature, driving significant traffic as consumers search for the best deals. "Invincible season 2" targets fans seeking the latest updates on the series, resulting in high engagement through detailed content. "Us map" appeals to users looking for educational or reference material, ensuring consistent and reliable queries. "Remote jobs" taps into the growing interest in flexible work opportunities, meeting the search intent of a vast audience seeking career options. Lastly, "the substance" targets a niche interest with specificity that resonates with searchers looking for focused content, leading to sustained organic traffic. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they're looking for.

Choosing the Right Keywords to Attract Quality Traffic

The more organic keywords you rank for—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. Organic keywords are free, help improve online visibility, and attract quality traffic.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO (also known as on-site SEO) refers to all the optimizations that can be made within a webpage itself to improve its rankings on search engine results pages (SERPs). When optimizing, it's crucial to review factors like title tags, meta descriptions, URLs, headings, subheadings, and keyword placement—all while ensuring high-quality content.

Amazon follows a clear and structured URL format, incorporating subfolders or categories along with the main keyword. This thoughtful design allows users to quickly grasp the purpose of a page and helps search engines interpret its content. Such a hierarchy not only improves user experience but also enhances crawlability, indexing, and overall technical SEO.

By using both simple and nested URL structures, Amazon efficiently segments its content. Simple URLs (amazon.com/[subfolder]) offer straightforward navigation to key sections, while nested URLs (amazon.com/[subfolder]/[keyword]) further refine topic categorization for product pages and specialized content. This uniform approach aids in boosting visibility, usability, and ranking on SERPs.

Examples of URL Structure:

amazon/[subfolder]

• https://amazon.com/amazonprime
• https://amazon.com/primeday
• https://amazon.com/sendtokindle

amazon/[subfolder]/[keyword]

• https://amazon.com/kindle-dbs/storefront
• https://amazon.com/Audible-Books-and-Originals/b
• https://amazon.com/Amazon-Photos/b

Conclusion

This report outlines Amazon’s comprehensive marketing strategy, focusing on how the company captures $3.22B in traffic value monthly through its effective SEO strategies. It details the keyword strategy that leverages a deep understanding of search intent, content optimization tailored to user queries, targeted high-quality non-branded keywords, and a meticulously structured on-page SEO approach.