Amazon ads keep getting more expensive. CPC creeps up, competition gets tougher, and “just increase budget” stops being a plan and starts being a slow leak in your margins.
Here’s the frustrating part: many sellers still see decent CTR… but sales don’t scale with it.
In a lot of cases, the problem isn’t your creative, targeting, or offer. It’s the click path — what happens after the click.
A simple fix like using a proper deeplink solution can quietly improve conversions without touching ad spend. For example, services like e-deeplink help route users to the right destination faster and with less friction: https://e-deeplink.net
Why Amazon traffic “leaks” after the click
When you pay for a click, you assume the user lands on your product page and makes a decision.
But real-world behavior looks more like this:
- user taps the ad
- page opens in a browser or in-app webview
- the experience feels slower and less “native”
- the user bounces, gets distracted, or never reaches the intended page
- you still paid for the click
That’s traffic leakage: you’re buying attention, but the handoff to Amazon is clunky enough that a chunk of users simply never get to the buying moment.
This is especially painful for:
- mobile-heavy campaigns
- social traffic (Instagram/TikTok/Facebook)
- audiences that are impatient and multitasking (most humans)
Browser vs App experience (without the technical stuff)
Most customers don’t care why it happens — they just feel the friction.
Browser/webview experience often feels like:
- slower load
- less trust (it doesn’t “feel like Amazon”)
- more distractions (tabs, back button, random redirects)
- higher chance the user drops
App experience feels like:
- instant recognition
- saved login state
- smoother scroll and checkout
- fewer steps to buy
If your ads send mobile users into a browser flow when they could be in the Amazon app, you’re basically paying extra for a worse conversion environment.
Deeplinks as a “silent” conversion booster
A deeplink is simply a link that can open the right destination inside the app, instead of throwing the user into a browser detour.
For Amazon sellers, that matters because it helps your traffic land closer to the moment of purchase — with fewer steps and fewer chances to lose the user.
Think of it like removing tiny speed bumps in your funnel.
You won’t always see it in CTR. You’ll see it in:
- more “Add to Cart” actions
- better conversion rate
- improved ROAS (because it’s the same clicks converting better)
Not magic. Just a cleaner path.
The most common mistakes Amazon sellers make
1) Optimizing ads while ignoring the landing experience
You can split-test headlines for weeks and still lose conversions because the click opens in a clunky webview.
2) Assuming “Amazon link = Amazon app”
Not always. Where a link opens depends on platform, device, and context (social apps are notorious for webviews).
3) Treating mobile traffic like desktop traffic
Mobile users bounce faster. Every extra step is a tax on conversion.
4) Not measuring “post-click friction”
Sellers often track CTR and sales, but don’t audit what users actually see after tapping the ad.
A realistic optimization scenario (what to do this week)
Here’s a simple, practical workflow that doesn’t require increasing ad spend:
Step 1: Audit your click path (10 minutes)
Open your ads as a user would:
- iPhone + Android if possible
- from Instagram/Facebook/TikTok
- from different placements (feed, stories, etc.)
Answer one question:
Does the click land in the Amazon app quickly, or does it detour through a browser/webview?
Step 2: Replace raw links with a deeplink flow
If you want concrete setups and use cases, here’s a step-by-step Amazon deeplink guide.
Step 3: Run a clean A/B test (realistic and measurable)
- Keep the same ad creative and targeting
- Split traffic:
- A = current link
- B = deeplink-optimized link
- Watch:
- conversion rate
- ROAS / ACOS
- add-to-cart rate (if available via your analytics stack)
Step 4: Keep what wins, scale only after the funnel is clean
If you find a lift, you’ve earned the right to scale — because now you’re not scaling leakage.