By Stefano · Published · Updated
If you’re an Amazon seller running social ads, you probably spend a lot of time choosing images, testing videos and finding the line that will make someone stop scrolling.
Then, finally, the ad works: someone sees your product, gets interested and clicks.
Great. Now what?
Here’s something to try: pick up your phone, open your ad and try to buy your product. Go through every single step, just as a customer would.
At some point you find yourself entering your Amazon password inside Instagram. Houston, we have a problem.
Your customer was watching videos on the sofa. They liked your product, clicked to find out more, and now they’re supposed to remember a password they probably haven’t typed since getting a new phone. That’s never going to happen.
When it happens to me, I close the page. I doubt I’m the only one.
And you’ve already paid for that click.
The reason is simple: when someone opens a regular Amazon link from Instagram, Facebook or TikTok, the page opens in the social app’s built-in browser. In that browser, the customer isn’t signed in to their Amazon account.
They already have the app on their phone, where they usually shop and might have everything ready to go. If they really want the product, they’d have to close Instagram, open Amazon and search for it.
Except now they need to remember your brand and find the right item. Along the way they’ll see similar products, different prices and competitors with plenty of lovely reviews.
And maybe they buy from them.
You made them want to buy. Your competitor says thanks.
I’ve seen so many sellers spend money sending potential customers to their competitors. Before we figured out what was happening, we did it too.
That’s where Amazon deep links come in.
These are links designed to open the product directly in the Amazon app when it’s installed.
For customers already signed in to the app, the journey gets much easier: they find the product, their account, address and saved payment methods.
If they want to buy, they can do it without hunting for passwords.
And pay attention: this also applies if your ad sends people to your brand’s website first.
Say a customer clicks your ad and lands on your website. They read the description, look at the photos and decide that yes, they’re interested.
They click “Buy on Amazon”.
If that button contains a regular Amazon link, they’ll end up back in the social browser, facing the same old login screen. After all the effort of convincing them, here we go again.
So check the links on your website that lead to Amazon too: buy buttons, clickable images, links on product pages. Use deep links there as well.
Then test the journey on your phone, starting from the social platform where you’ll run the campaign. A few minutes is all it takes to spot an obstacle that click stats alone might not show you.
We learned this the hard way.
As I explain in the story of how DeepLinkify started, we initially spent money on ads without getting a single sale. People clicked, but buying became a hassle.
We started using deep links and changed that journey. Today, our campaigns generate thousands of sales a day.
That’s why we created DeepLinkify and decided to make it free for other sellers too.
You can create all the links you need, with no limit on the clicks they receive. If a campaign starts taking off, at least you don’t have to add “check the click limit” to your to-do list.
Especially with Black Friday coming up, make sure you use deep links.
You can create your deep link for free with DeepLinkify and use it in ads or in buttons on your website.
You’re still paying for the next click. We make sure the customer gets to where they can buy your product.