Amazon’s organic SERPs are an important thing to master. We are obviously the pros for improving sales (and profit!) with our Amazon PPC management service, but we also know how getting to the top of the search rankings for keywords with high volume greatly improves visibility for your product.
Maximizing visibility starts with optimizing your listing correctly. However, there are also proactive tactics you can use to rank your products higher – such as 2-step super URLs.
If you’re not familiar with 2-step Amazon URLs or how to use them, don’t worry. This post will guide you through using different types of URLs to successfully rank your products on Amazon.
What is a 2-Step URL?
A 2-step URL (sometimes referred to as a Super URL) is a link designed to boost ranking power for specific keywords when you drive sales from outside Amazon.
How it works is, instead of sending someone from paid ads, social, email or influencers straight to your product listing, you send them to a search page first, with a keyword already filled out.
This means the customer has to click through to your product themselves. As a result, if they buy your product, Amazon attributes a certain amount of popularity to the keyword used to reach the product page.
The reason a 2-step URL is effective, and sending someone straight to your product page is not (even though a product page link may have keywords in the URL) is that detail page URLs have unique timestamps to identify when they’ve been used more than once.
So if you send a bunch of traffic through the same link with the same timestamp, Amazon only attributes the ranking “juice” once.
With a 2-step URL, though, each time someone goes to the product listing, it’s a unique click, which generates a unique timestamp, and gives you a boost for that keyword.
Do 2-Step URLs Hurt Conversions?
It’s a fair question to ask – if you’re driving traffic through a URL that requires an extra click for your customer, naturally you’re going to see fewer conversions. Some people will drop off with this extra step, as with any sales funnel with multiple steps.
The payoff, however, is a ranking boost, which benefits you in the long run. More sales upfront is nice, but thinking long-term, it’s usually better to get your products ranking higher for valuable keywords.
Additionally, since it’s a longer funnel, the people who do reach your listing will be more qualified, and more likely to convert, which results in a higher conversion rate (another key ranking factor).
Different Types of Amazon 2-Step URLs
Though they mostly all work the same, there are a few different kinds of 2-step URLs you can use, depending on which type of search is used.
Theoretically they all do the same thing (outside of search find buy), however some people do report better results from one type of URL as opposed to another. This is something you may want to test out yourself.
A keyword search performed within a storefront. The page will show any results indexed for this keyword from that seller.
Keep in mind that Amazon may also show sponsored or related products on this page. Additionally, if you have multiple products for the same keyword, you’ll want to restrict the results by ASIN.
A 2-step brand URL works the same way as the storefront URL. The only difference is restricting results to a brand name, rather than a seller ID.
Keep in mind again that sponsored or related results may show up here too. It’s also especially important to restrict by ASIN for this type of URL, particularly if you are not a private label seller (thus other sellers have products from the same brand).
This 2-step URL shows results for a keyword isolated to an ASIN, rather than a seller or brand. This is a great way to ensure your product shows up on its own – though related or sponsored products will show underneath the initial result, too.
2-Step Via Hidden Keyword
This works similarly to the field-ASIN URL. It uses your ASIN as a “hidden” keyword, essentially restricting results to your own ASIN again.
At this time, it appears that this type of search has the largest amount of sponsored and related results included.
Search Find Buy
This is the only URL that’s a little different, though for all intents and purposes, it does the same job.
Search-find-buy works by sending customers to the regular Amazon search page and giving instructions to search for your keyword (you can also send them to this page with the search term already filled out).
This is the most organic way to do things, out of all the methods listed here, as there is little if anything to differentiate this from an actual organic search. The payoff is much higher friction – which is why search find buy is usually only used for high-value discounts or rebates, in which the customer has a clear incentive to search, find and buy your product.
How To Create a 2-Step URL
There are a couple of ways you can create a keyword-loaded 2-step URL. You can do it manually, or you can use tools to generate one.
For URLs like a storefront URL or search find buy, you can create a 2-step link manually. Just perform the search yourself (go to your Amazon storefront or regular Amazon search and type in your keyword), then use that link.
However, you’ll need a tool to build other variations of the 2-step URL, which restrict search results to a single ASIN.
This is important because it makes it easier for people to find the product you want to rank higher, and reduces the chance that they click away to another result.
Take this, for example:
A tool is also best if you want your links to work as deep links – meaning they’ll automatically open in the Amazon app, if a customer clicks the link on mobile. This makes for a better customer experience, and as a result more conversions.
It also enabled tracking and management of your links, so you can more easily gauge the success of your ranking campaigns.
Driving Traffic to Keyword URLs
In order to use the ranking power of 2-step URLs, you’ll need to drive external traffic.
This means traffic from outside of Amazon. Common examples include Facebook Ads, Google Ads, other organic or paid social media, and email.
Generally speaking, if you’re using a 2-step URL, a boost in rankings is the main thing you want to achieve from your traffic campaign. If you’re looking to get a positive ROI from your ads, it makes more sense to use your detail page URL instead, as this will result in more sales.
2-step URLs are more often than not paired with a discount, such as a unique promo code or a rebate. This is necessary because of the extra steps you’re asking customers to go through to purchase your product – without any incentive to buy your product, there’s nothing stopping them from clicking away.
For this reason it’s also a good idea to use a landing page in your sales funnel. Here you can use the discount code as an incentive to opt in to your email list, as well as an incentive to purchase.
Here’s an example of a simple funnel you’d run with a 2-step URL:
Facebook Ad for 50% off
Landing page with email optin for discount code
Send to Amazon (via 2-step URL)
Amazon 2-Step URLs: In Summary
For competitive categories or keywords, you often need an edge to get your product to the top of the search rankings. That’s why a lot of sellers make use of 2-step URLs in their product launches. These URLs are one of the most effective ways to simulate organic search popularity, which in turn helps your product gain traction and visibility needed to make sales.
If you’re in need of a quick ranking boost, or want to hit the ground running from your product launch, 2-step URLs are a valuable thing to have in your toolbox.