[PART 1 of 2]

Written by Matt Wessels and Yev Marusenko, Ph.D.


Sit down, grab your bulletproof coffee, and put away that kitchen spatula or garlic press. Get ready to uplevel your Amazon brand with the help of Facebook ads. We geared it for beginners and advanced sellers. We usually go on a podcast and only cover the surface level of some of these, here we can dive in deeper.

Since we have access to data and discussions that no other Amazon software has via Zontracker, we wanted to add some clarity for those that are starting out, intermediate 6/7 figure sellers navigating the shift to “external traffic”, and the superstar brands primed to innovate further.
The best part for some of you, you don’t need Zontracker for any of this. These are all ideas and patterns that we’ve observed. In many cases Zontracker will give you the following: 1. Extra sales data to make better decisions about your FB ads (ZT-TRACK), 2. Improving your existing Amazon customer’s journey or seeking new audiences (ZT-AUDIENCE), and 3. The closest what we have to the power of the Facebook Pixel if it would be possible on Amazon (ZT-OPTIMIZE – officially announced in April 2019 here), but with or without Zontracker you can implement all of the funnel ideas below manually. 
The better part for the rest of you, Zontracker will potentially track Amazon sales from ANY of the scenarios we describe in this entire article. It’s not limited to tracking only FB ads directly to Amazon. 100% of all FB/Instagram ads you create have the potential to be trackable.
Please read the previous paragraph again because this is the most common eureka moment we still see from beginner and advanced paid Zontracker users that it tracks more methods than they initially thought.


1. Definitions of criteria included in the article.
Explainer videos + Data patterns.

2. What are you trying to do with FB ads?

[NOTE] – Article will be updated multiple times with more details in each section depending on interest from readers.

Color key: How often we see brands succeed (in the short-term <7 days and long-term 30+ days) with this method scaling their Amazon brand:

-FB directly to Amazon (product launch)
-FB directly to Amazon (existing products to get extra sales at light discount or full-price)
-FB directly to Amazon (huge discount)
-FB to website, spillover+halo Google/Amazon
-FB to chatbot “sales sequence”
-FB to chatbot “rebate”
-FB to chatbot “review”
-FB to landing page, sales sequence
-FB to landing page, list growth
-FB to website/landing page, VIEW sales
-FB ads for FB group growth
-FB to Retail
-FB to blogger/PR/influencer FB social proof
-FB to Amazon book/merch/VendorCentral
-FB to Kickstarter/Indiegogo Crowdfunding sales
-FB to Ebay/Etsy
[NEW]- Next update will include FB ads for Amazon wholesalers and dropshippers.

3. Did you know?

Most or all of the funnel ideas outlined above can lead to SPILLOVER effect and HALO sales on Amazon indirectly from Facebook ads to your website, even if the primary goal is not traffic or sales for Amazon.

4. Best-practices for any of the goals above.

1. Definitions of what’s included in the article

Definition:  Description of each type of funnel.
Difficulty: Level of easiness of setting up, technology involved, and timeline of implementation.
Effectiveness: Level of sales, effect on velocity and ranking, and consideration for long-term sustainability of approach based on branding, price competitiveness/authority and customer experience.
Common strategy: What most brands do to implement it.
% of beginners/6/7/8 figure brands doing it: These 3 metrics above are based on combination of sources… anectodal evidence, discussions with CEOs and team members at those levels, agency audits, insights from invitations as a guest speaker to private masterminds, and overall patterns from Zontracker data with approved access.
Zontracker tip: Rarely seen strategy that is effective, cool things to try, and best-practices.

2. What are you trying to do with FB ads?

FB directly to Amazon (product launch)

Definition: The destination URL in your Facebook ads points directly to Amazon. Product has little or no reviews. 
Difficulty: Very easy
Effectiveness: Very ineffective
Common strategy: A basic ad with your product or product being used with call to action announcing the product launch.
% of beginners doing it: 90%+
% of 6/7 figure brands doing it: <50%
% of 8 figure brands doing it: <10%
Zontracker tip: Don’t do it. There are better ways to build your brand, get Amazon sales, and be more efficient with your ad dollars. You might get lots of clicks but it’s common to get 100’s and even 1000’s of clicks before a purchase happens. The extra surge of traffic could boost the listing and Amazon will reward you with a few sales, but that will end really fast. Just do anything else written on this page. At minimum you should set up sequential retargeting, then send the best engagers to Amazon if you still want to do this and not create other external assets like landing pages, emails or chatbot. This does work for brands with big budgets (generally >$1k per day) and that have tested a lot of FB ads to know which ones to use.

FB directly to Amazon (existing products to get 
extra sales at light discount or full-price)

Definition: The destination URL in your Facebook ads points directly to Amazon. You’re trying to pick up extra traction and boost sales velocity.
Difficulty: Very easy
Effectiveness: Ineffective
Common strategy: A basic ad with your product, product being used, or lifestyle image with call to action how the product will solve a problem in your life.
% of beginners doing it: 50%
% of 6/7 figure brands doing it: 25%+
% of 8 figure brands doing it: <25%
Zontracker tip: We don’t recommend the method before this one (section above) and the method written below (huge discount) since they are all ads going directly to Amazon, but atleast the current method in this section might not hurt your branding in the process. It might be good for your branding, it just might not really lead to many sales at all. Add a strong mix of curiosity to the ad as well as connecting at the emotional level how the brand gets at solving problems for its customers.

FB directly to Amazon (huge discount)

Definition: The destination URL in your Facebook ads points directly to Amazon. You announce a discount 75% off or more and get boost in keyword ranking.
Difficulty: Very easy
Effectiveness: Medium
Common strategy: Focus on the special event that such a big discount is happening. Also include scarcity that the offer is limited or time-sensitive.
% of beginners doing it: <50%
% of 6/7 figure brands doing it: 50%+
% of 8 figure brands doing it: 25%+
Zontracker tip: Even though it may not be sustainable and heavy discounting is bad for your branding, this method works because it gets you sales. The simpler the offer, the better. Use this if necessary for initial momentum but don’t rely on it for the long-term. At best you can re-purpose these ads to your other assets so you have extended communication and retargeting.

FB to website, spillover Google/Amazon

Definition: You run traffic to your main website. FB user opens up a new tab and goes to Amazon then searches for your brand/product that they just saw in the FB ad, or they go to Google and see Amazon search result come up in Google. The goal can be to maximize website sales while tracking spillover sales or strategically have traffic make their way to Amazon from your website (footer link and exit-intent popup with Amazon pixeled links)
Difficulty: Medium
Effectiveness: Effective
Common strategy: This usually happens in an unplanned way. It’s a bonus. You aim to get website sales or email subscribers but some people will never convert on a website anyway, plus they love their Amazon Prime shipping. They may hop across channels and research your brand/product, ultimately ending up on your Amazon listing. Agencies love this because now Zontracker helps them show the true RoAS to their clients.
% of beginners doing it: <10%
% of 6/7 figure brands doing it: 25% 
% of 8 figure brands doing it: 50%
Zontracker tip: It’s common for 10-20% of your website sales equivalent to come in this form of Amazon sales even though the target ad was to your website. This works best for brands with good branding and easily searchable brand names and product names (CozyPhones, Heroclip, etc. Not great if your product/brand name is Best Garlic Press), including unique value proposition differentiators that will be visible in your title/description. Here are some ideas from Max Kerwick interviewed by Tom Wang at Ecomhub about branding for Amazon. Make this very clear in your ad, people need to remember the name because they will search for it.

FB to chatbot "sales sequence"

Definition: FB ad is to get messenger subscribers go through a multi-touchpoint sequence that ultimately points to Amazon or your website.
Difficulty: Medium
Effectiveness: Medium
Common strategy: A survey or sequence of questions to filter the audience and also get them more interested about the brand, product, and content. As simple as 3 steps could work, or 5-10+ steps to qualify the audience, while tagging them based on behavior. Another example is here by David Zaleski from Ecomhub and Samer Brax discusses some funnel strategies with Steven Black.
% of beginners doing it: 15%
% of 6/7 figure brands doing it: 50% 
% of 8 figure brands doing it: 75%
Zontracker tip: There are lots of chatbot options and service providers that have simplified this process. Keep the questions simple, the content engaging, and tag everything to be able to show the right sequence to the right person at the right time. A lot of freedom here to get creative with gamifying your Amazon offers and rewards, while also finding out information about your target audience. 

FB to chatbot "rebate"

Definition: The FB chatbot offers some sort of special deal or program where the customer gets a free or nearly free product, but they pay full price and later get some sort of reimbursement or gift card in exchange for the purchase. [NOTE – This section is way more gray-hat than anything else in this article. This one is definitely approaching the black zone against Amazon TOS depending on how you do it. All else in this article is either slightly approaching gray-hat but generally most are white-hat and within Amazon/Facebook policy.]
Difficulty: Difficult
Effectiveness: Effective
Common strategy: A very long sequence with many steps to qualify the audience and use some sort of Search-Find-Buy tactic with screenshot confirmations.
% of beginners doing it: <10%
% of 6/7 figure brands doing it: 30%+ 
% of 8 figure brands doing it: <20%
Zontracker tip: Early 2019 this is still extremely effective but very risky. Be very careful with your wording and the entire process, or just don’t do it. Here’s a good video from Michelle Barnum Smith how rebates fit into a full process especially (those points are after the 19 minute mark).

FB to chatbot "review"

Definition: The FB chatbot clearly states that the customer has bought from the brand on Amazon or contains an indirect offer or thank you for previous customers that have left a review.
Difficulty: Medium
Effectiveness: Effective
Common strategy: Very careful language to stay within Amazon TOS if asking customer for a review or not. This is allowed for simply asking Amazon customer to leave feedback as long as there is no incentive. A good honest ask for an honest review is totally fine, after all that is the best way customers can help other customers to make Amazon shopping a better experience. 
% of beginners doing it: <30%
% of 6/7 figure brands doing it: 50%+ 
% of 8 figure brands doing it: 75%+
Zontracker tip: [August 2019 update Amazon customer syncing might no longer be easily possibly] The targeting is Amazon customers you can manually pull from an Amazon order report or automatically sync through various tools or maximize match rates by doing it with MBS, Zonpages, Sixleaf Bridge, or Zontracker. Target previous 1 year of Amazon customers, time-sensitive ads for current customers, or specific ads that target based on full/discount purchase price or specific ASIN. Use SellerTools API integration to take this up a notch – especially used best without any Amazon customer syncing but just using it on new customers you acquire from Facebook and then at some point send them to Amazon.

FB to landing page, sales sequence

Definition: FB ad goes to a landing page with the goal of taking the visitor to make a micro-commitment to the next step such as reading more content, very slowly moving them further in the funnel while strategically placing Amazon links throughout the content and website product offers.
Difficulty: Difficult
Effectiveness: Effective
Common strategy: Send to long-form content about the problem and solution, or how the problem can be solved for free or naturally, then introduce various solutions one of which happens to be your product. This is done through multiple content pieces, multiple retargeting ads, and multiple emails or messages. Whoever makes it past the 2nd or 3rd touchpoint has much higher chance of becoming a raving fan.
% of beginners doing it: <10%
% of 6/7 figure brands doing it: <15% 
% of 8 figure brands doing it: <20%
Zontracker tip: Optimize the Facebook ad objectives for visitors that engage and interact reaching the 2nd or 3rd touchpoint of your website/content. This will help FB get you more conversions for targeting audiences more likely to make it past the first page. This strategy is difficult because it needs content production but make sure you go deep in the content, rather than wide, and make it really heavy in the niche topic about unique tips and info that the consumer won’t be able to read in other places. Here are 27 content ideas from Steven Black at Unstoppable FBA and he breaks it down further about ad content strategy with Matt Loberstein.

FB to landing page, list growth (email)

Definition: FB ad goes to a landing page that collects email in exchange for an offer, joining a VIP club, content upgrades or other perks such as being the first to hear about new products.
Difficulty: Medium
Effectiveness: Effective
Common strategy: Ad announces a special event such as an upcoming product launch or perk community (FB group) launching access to subscribers. Simple email capture form with an automated email sequence until a product or offer is available for a broadcast. Any of these will work for landing page builders: Landing Cube, ClickFunnels, Zipify Pages in Shopify, AMZ PromoterSeller Coupons Pro.
% of beginners doing it: 25%
% of 6/7 figure brands doing it: >50% 
% of 8 figure brands doing it: 75%
Zontracker tip: You’ll get people to sign up if they know what they are getting (such as a coupon offer) but you’ll get even MORE people to sign up if they want something but don’t know exactly what they will get. They want what they don’t know yet. This psychology is why content works well that educates the consumer and provides helpful info, after that they may want more of it, whatever it is. Add lots of curiosity and real exclusivity in the ad, include benefits and social proof on the landing page. In the initial email sequence add statements that will get people to open up the future emails such as “P.S. special announcement in the next email”.

FB to landing page, list growth (email)

Definition: FB ads to help FB group growth, ultimately leading to engagement and posts about your Amazon product in the FB group. 
Difficulty: Easy
Effectiveness: Medium (depends on your FB Group quality, content calendar, and engagement)
Common strategy: FB ad goes to website or landing page that has any main offer with a link to FB group somewhere on the page indirectly promoted (FB does not allow to directly promote FB groups).
% of beginners doing it: 10%
% of 6/7 figure brands doing it: 25% 
% of 8 figure brands doing it: 25%
Zontracker tip: Run FB Page Likes campaign while pinning a post in your FB page about your FB group (only reason really to ever do FB Likes). Boost the post ONLY to your FB Page fans. In group entry questions, link to a website page to trigger FB pixel firing that later will help you run retargeting ads to group members. Engagement on a FB group post will usually be higher when the post is anticipated in advance. In other words, make a post to announce that the announcement is coming up with your product launch or contest. More details on our FB Live here.
All of the above strategies also work for other Amazon marketplaces. Zontracker currently works in North America and Europe. Check if other marketplaces are open too.

FB ads directly to retail (digital or local)

Definition: FB ad points to a page on a retailers website. Typically you have no control of their website or any analytics but the goal is to get them some sales and in return increase chance of getting a vendor Purchase Order.
Difficulty: Easy
Effectiveness: Ineffective
Common strategy: This is similar to sending FB visitors to your Amazon listing where it’s somewhat blind. The tracking is even worse than with Amazon since you don’t know if the retailer/etailer is getting sales from your ads or not. The advantage is that social proof and branding can be stronger because there is a 3rd party involved and the emphasis can be on the excitement of the retailer carrying your product.  
% of beginners doing it: n/a
% of 6/7 figure brands doing it: <5%
% of 8 figure brands doing it: <10%
Zontracker tip: This is best for initial traction when you get to a retail store to increase chance of getting into extra doors. Because there is no tracking or control over website, this is not a scalable strategy (if they have an affiliate program, you can use it as a workaround). Use zip code exclusion ads to target people near flagship stores of the retailer carrying your product. If it’s only an etailer, build up anticipation with the ad that it’s a special event your product was launched on their website. Add an additional program that if customer sends you copy/screenshot of receipt purchasing from the retailer, they’ll get a special bonus or access to VIP FB group.

FB to blogger/PR/FB social proof/influencer

Definition: FB ad links to a different website or social media post about somebody else talking about you. Their content/article/review/video mentions your product and links to your website or your Amazon listing.
Difficulty: Medium
Effectiveness: Effective
Common strategy: Build up strong branding and the nature of the event that you are featured somewhere else. Regardless if the 3rd party website/media is popular or not, make the announcement that it’s a special event and how exciting it is to be mentioned by them. Usually you re-share their content and don’t have much control of the post that you will use for the ad.
% of beginners doing it: 10%
% of 6/7 figure brands doing it: 25%+ 
% of 8 figure brands doing it: <25%
Zontracker tip: If you’re not a big brand and already don’t have media mentions by different bloggers and influencers, there’s an easy solution. There are many FB groups such as “bloggers for bloggers” type of communities where micro-influencers support each other before they get popular. Some have websites that have almost no traffic and they will feature you for free. You won’t really get any sales from there. But saying “we’re featured on MommyBloggerWhileTravelingWithThreeKids!” and adding their logo is way better social proof than zero social proof. In the worst case, this will cost you one of your products for free for them to review/feature it. 
Advanced bonus tip: Communicate with the other brand and have them make the Facebook post and adding a special tag to you called “branded content”. This will all you to use YOUR FB Ad Account to run ads to THEIR FB Page. Leveraging their audience and adding awareness reach, somebody else talking about you can be much better than you talking about yourself or you simply re-sharing someone else’s post.

Amazon book/merch/VendorCentral - Crowdfunding sales - Ebay/Etsy

The same description here applies for all of the 3 goals above. Zontracker is currently developing a method to work with 1-2 of these methods although it is not possible at the moment (tracking FB ad sales on Ebay, etc.). For crowdfunding, Indiegogo allows you to place FB pixel in their dashboard settings so Zontracker is not necessary for that platform…for Kickstarter keep reading. For all of the other channels listed here please look at the next section for best-practices and tips running FB ads for these and other platforms.
Overall, you need to use pixeled link clicks and list growth strategies by pixeling an event when you are growing subscribers that you have access to. Use that list to send traffic to your destination (Etsy, GoFundMe, etc). To leverage Facebook ads, the conversion optimization event should be set to the pixeled link click or the pixeled subscriber that expresses enough interest to click over to your destination URL. This is explained in more detailed below in Section 4b. Same if you’re using Kindle/KDP and ebook on Amazon, grow your audience with FB ads but make sure the final link click from your own site/email/bot is a custom conversion that FB optimizes for.

3. Did you know that most or all of the funnel ideas outlined above can lead to SPILLOVER effect and HALO sales on Amazon indirectly from Facebook ads, even if the primary goal is not traffic or sales for Amazon.

Amazon book/merch/VendorCentral - Crowdfunding sales - Ebay/Etsy

This section is identical as described above about “FB to website, spillover Google/Amazon”. The main difference is that above FB users may have clicked your ad and later end up researching and finding you on Amazon, while in this section the FB user NEVER click the ad. They “View” the ad, since FB knows where the FB user was exposed to the ad or not from your ad account. If later they purchase on Amazon, regardless how they stumble upon your listing, Zontracker will show the purchase through FB Ad Manager. Branding has to be really good for this to work and the product/brand being easily searchable in Google and Amazon.  
You can be very strategic and test ads where you don’t have a call-to-action in the form of a website click but instead make the ad in a way where it will be shared or engaged with, knowing that FB users will go and search for you anyway. Social proof and announcement types of ads may do well because they get engagement, and FB may give you more reach if there is no URL in the ad. Especially in this scenario, and any other on this page, Amazon will run retargeting ads on Facebook at their own cost to bring potential Amazon customers back to Amazon. You will get the sale and FB later will attribute this to your FB ad because it initiated the awareness (even if it was only an assisted conversion to Amazon’s FB ad).

4. Best-practices for all of the goals outlined above.

Many brands report that their best FB ad audiences are based on Amazon customer look-a-alikes. If you have figured out FB ads for your own website, your best audience is most likely to be based on website purchasers (using email list or Pixel event). For any of the strategies above, if you have Amazon customers, pull them in manually with an Amazon report or with a paid tool like Zontracker, ManageByStats (MBS), Zonpages, Sixleaf Bridge, they all do a similar thing syncing your Amazon audience to Facebook (Each of those tools have other features that differentiate them all, for Zontracker it’s the ability to track Amazon sales from FB ads that no other tool has figured out or offers yet). Then create a 1% Lookalike from the Amazon audience as the target audience for your FB ads.
We can’t place the Facebook pixel on Amazon. That means we can’t tell Facebook to optimize ad delivery based on Amazon website behavior such as viewing products, add-to-cart, engaging with content, etc. 
In March/April 2019, Zontracker will launch a new feature that has a partial workaround for that. Until then, we only have 3 main options: 1) sending traffic to Amazon with any objective – most or all of which are ineffective because ultimately it’s hard to filter the quality of the audience. 2) engage with the audience through funnels using chatbots, landing pages, content, series of FB videos, email marketing, sequential retargeting through website behavior, etc., but again ultimately these are counting on engagement as an indicator that the Facebook user may buy on Amazon. This example leverages using FB objectives to have more of those actions such as email signs up or chatbot messages… way better than #1 above but still challenging to filter the audience for those with high Amazon intent. 3) In any scenario above, the final call-to-action in any of the marketing assets is likely to visit Amazon by clicking the link. We need to pixel this link click with tools like Pixelfyme [use code ZONTRACKER to get 20% off on Pixelfy.me] to at least narrow down our FB ad optimization to those that are doing more than engaging with the follow-up content, they are also clicking over to go to Amazon. This pixeled link click can be anywhere such as your website Thank You page after email sign up or any banner on your website.
If your goal is to drive sales for books, merch, Kickstarter, Etsy, Vendor Central, and other channels without a Facebook pixel option, this strategy is likely your best bet to grow your own audience and ultimately direct them to your sales destination with a pixeled link click.
If you are interested in tracking Amazon sales from FB ads (for free), this article describes 6 different ways it’s commonly done. If you have time or a VA/team member and patience to figure it out, you can do most of these for free. If you need it automated and in many cases performing better than the free methods, use Zontracker. Just wanted to put this out there for those that need to do this for free but not ready to pay for a service/software.


[UPDATE] As other questions and requests come up in our Facebook group, we’ll add more content here. Please write suggestions in this post what else we can cover in this article.

Thanks for reading. We hope that was helpful. Let us know what you think in this post in our FB GROUP.
Tag Matt Wessels or Yev Marusenko if you read the article! Which section should we expand with more detail? Part 1 was mainly ideas and patterns. Part 2 we'll tell you in more detail exactly which of these work the best for most brands.

The article is all about funnels and FB ads for Amazon brands. For actual FB framework to navigate the algorithm, see the link below on how to improve any set of ads and campaigns. 
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