Can You See a Competitor’s Amazon Traffic Sources? The Truth + What You Can Track Instead

The Question Every Seller Asks: 

“How do I check my competitor’s traffic sources?”

If you’ve ever asked the same thing, you’re not alone. Every Amazon seller — from private label beginners to seven-figure brands — wants to know how competitors are driving traffic. Are they running external ads from TikTok or YouTube? Are affiliates sending them traffic? Or are they simply crushing it with PPC?

Here’s the truth: you can’t directly see all of your competitor’s traffic sources from Seller Central — Amazon doesn’t share external referral data for other brands.

But… top sellers can piece together 70–80% of that picture using the right mix of Amazon-native tools, off-Amazon analytics, and behavioral indicators.

This guide breaks down what’s trackable, what’s guessable, and how to use those insights to strengthen your own traffic strategy.

Quick Summary

You can’t spy on competitor traffic sources — but you can infer them.

Here’s what you can do today:

• Use Brand Analytics + Search Query Performance to find keyword-level traffic shifts.
• Cross-check listing visibility trends using any keyword research tool or rank tracker.
• Track external signals like TikTok hashtags, YouTube mentions, or affiliate backlinks.
• Inside Seller Labs Profit Genius, monitor how changes in your sales performance and costs impact profit margins — giving you visibility into real financial outcomes, not just clicks.

The key? Stop chasing competitor traffic. Start reading the data patterns and adapting your strategy in real time.

What’s Actually Possible to Track

Let’s set the record straight — here’s what you can and can’t track in 2025.

Source Type	Trackable?	How to Identify	Best Tools / Reports
Amazon PPC traffic	Yes	Sponsored Ads visibility, keyword overlap	Seller Central, Seller Labs Ad Genius
Organic (Amazon SEO)	Yes	Keyword rank and Search Query Performance trends	Brand Analytics, Search Query Performance
External traffic (TikTok, Meta, Google Ads)	Partial	Off-Amazon referral links, social signals, influencer campaigns	Social search tools, SimilarWeb, TikTok Creative Center
Affiliate traffic	Partial	Tagged URLs via Amazon Associates links	Manual backlink audits, affiliate monitoring tools
DSP + Retargeting	If using AMC	Amazon Marketing Cloud and ad dashboards	AMC reports, Seller Labs Profit Genius for ROI clarity
Competitor ASIN cross-traffic	Partial	“Customers also viewed” / “Compared with similar” patterns	Manual ASIN review and listing analysis

1. Start Where 80% of Amazon Traffic Begins: Search Visibility

Before worrying about TikTok or influencers, start with the source that drives most of your sales — Amazon search visibility.

Step-by-step:

1. Open Brand Analytics → Search Query Performance.
2. Identify your top 3–5 keywords where competitors consistently rank above you.
3. Track which listings appear both organically and as Sponsored Ads — those sellers are blending organic strength with strategic PPC boosts.

2. Spot Clues from External Traffic (TikTok, Meta, YouTube)

Amazon hides referral data — but the internet leaves digital footprints.

Try these easy scans:

• Search site:amazon.com “brand name” TikTok or #amazonfinds + [product keyword] to locate viral influencer videos.
• Use TikTok Creative Center to see trending ads by keyword or product niche.
• Set up Mention or Brand24 alerts for your competitor’s brand name to catch affiliate posts and product mentions early.
• Search YouTube for recently posted reviews linking to Amazon

Why It Matters

If multiple creators link to the same ASIN, the brand is likely using:

• UGC (User-Generated Content)
• Influencer ads
• Paid creator collaborations
• TikTok Spark Ads

This gives you clues about which platforms and content styles are driving traffic in your niche.

3. Identify Affiliate and Content Partnerships

Many brands quietly use Amazon Associates to drive external traffic through niche blogs, deal sites, or gift guides.

You can uncover these partnerships with a simple backlink scan:

• Paste your competitor’s ASIN URL into a backlink tool (like SimilarWeb or Ahrefs).
• Look for referring domains with names like bestgadgetreviews.com, couponhub.net, or tiktokmademebuyit.io.

Those aren’t random — they’re affiliate or content-driven traffic partners feeding off-Amazon visibility.

Action Step

Create your own pitch list and offer affiliates:

• Better commissions
• Product bundles
• Early access

You can win traffic by simply becoming the better partner.

4. Spot DSP + Retargeting Behavior

Amazon’s Demand-Side Platform (DSP) lets sellers retarget shoppers both on and off Amazon.

You can’t see their ad spend, but you can spot the ripple effects:

• Listing views jump without changes in keyword rank.
• Sponsored Display ads follow you across other sites.
• The ASIN appears repeatedly under “Customers also viewed.”

If You’re Brand Registered

You can connect the Amazon Marketing Cloud (AMC) to understand your own audience exposure.

Tools like Seller Labs Profit Genius then help you connect ad costs to true profitability so you can optimize retargeting without overspending.

5. Focus on Profit Data, Not Guesswork

Competitor traffic insights are useful — but profit clarity is what separates top sellers from the rest.

Inside Seller Labs Profit Genius, sellers can:

• Connect Ad + Sales data to understand how advertising and sales performance impact true profit — far beyond clicks and impressions.
• Identify their highest-performing SKUs based on ROI and net profit, not surface-level engagement metrics.
• Spot when ad overspend or rising Amazon fees begin cutting into margins — giving them the visibility to act early.
• Make smarter optimization decisions by evaluating advertising in the context of real financial outcomes, not isolated ad metrics.

Sellers who integrate profit analytics with their ad strategy often uncover hidden inefficiencies and make higher-impact optimization decisions.

That’s how data-driven brands adapt faster and scale smarter — no guessing, no chasing.

6. What You Can’t Track — and Why That’s OK

Amazon protects its sellers’ data — which means you can’t view:

• Competitor DSP audience segments
• External ad budgets or influencer payouts
• Amazon Attribution performance

And that’s fine. You don’t need 100% of their data to outperform them — just enough to act faster and optimize smarter.

Key Takeaways

• You can’t see every competitor traffic source — but you can infer ~80% of their strategy
• Start with Amazon search insights (Brand Analytics + SQP)
• Use backlinks, social media, and trending content to track external influence
• Use Seller Labs Profit Genius to tie your advertising, sales, and costs to true profitability.
• Don’t copy competitors — out-adapt them

FAQ

Final Thoughts

Competitor traffic tracking isn’t about spying — it’s about understanding patterns and responding strategically. You’ll never see every move your competitors make, but you can use the signals available to you to stay informed and agile.

Start where the best sellers do — with your own profit data. Then layer in Amazon visibility insights, social clues, and external indicators to adapt quickly and stay ahead.

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