Amazon has rolled out a major update to the Brand Store “Sources” report, giving sellers and brands a clear view of where their traffic comes from and which channels actually convert. This change finally brings transparency to Amazon’s brand store external traffic, showing which channels are bringing in quality visitors and which ones are just boosting sessions but not driving sales.
What’s new in the report?
The updated Amazon brand store traffic sources report now includes:
External traffic channels: Detailed analytics for off-Amazon traffic from Google, Instagram, YouTube, Bing, and other platforms.
Internal traffic sources: A clear breakdown of organic search, Byline clicks, and all Amazon advertising channel performance, including Sponsored Brands (SB), Sponsored Brands Video (SBV), Sponsored Display (SD), and Sponsored Products (SP).
Other unidentified traffic: Captures all untagged or indirect visits to your Brand Store.
Each channel now comes with deeper brand store performance metrics like:
Visits: Total visitors from each source.
Dwell time: How long they stay in your Store (a signal of engagement).
Bounce rate: How quickly visitors leave without exploring further.
Sales per visit: Showing which channels truly move revenue.
Why does this matter for sellers?
This Amazon external traffic analytics update changes how brands can analyze and optimize their marketing performance. Instead of guessing which campaigns are working, sellers can now measure:
See which channels send real, converting traffic instead of empty clicks.
Compare how Google and Instagram visitors behave on your Amazon Store based on engagement and conversion rate.
Evaluate ad formats like Sponsored Brands Video and Sponsored Display to identify which ones drive stronger dwell time and lower bounce rates.
Analyze the complete customer path from external discovery to the Amazon Brand Store to purchase across both paid and organic sources.
How can these insights turn into sales?
Review traffic by channel: Use this new report to understand exactly where your visitors are coming from, Google, Instagram, YouTube, or Sponsored Ads, and how they behave once they land on your Brand Store.
Focus on high-quality channels: Double down on the sources with the best sales per visit and longest dwell time, not just high volume.
Fix low-quality traffic: If certain ad types or external campaigns show high bounce rates, refine your audience targeting, ad creatives, or landing page experience.
Compare ad performance: Use this to compare Sponsored Brands Video traffic quality against other ad formats to optimize ad spend.
Strengthen off-Amazon marketing: Link campaigns using Amazon Attribution to tie external campaigns (like Google or Instagram ads) directly to conversions on your Brand Store.
Spot growth or decline at the ASIN level: Monitor momentum for each product and act quickly to scale what’s working and adjust where intent or conversion drops off.
This update gives sellers the clarity they’ve been missing and shows which channels actually bring quality traffic. It’s no longer about generating traffic; it’s about bringing in the right kind of traffic that converts.
Want help analyzing your Brand Store traffic and turning these insights into actionable growth strategies? Our Amazon marketplace experts can help you interpret dwell time, bounce rate, and channel performance data to optimize your campaigns and improve conversions.
