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5 Conversion Tips for Amazon Associate Sites

I get questions all the time about how to improve the conversion rate for Amazon Associate sites. What’s the secret to have $100++ days?

I don’t know if I actually have any “secrets” but I can tell you a few things to try. (I had several $100+ days and even a over $400.) Read about the niche site process for Amazon Affiliate sites here.

The highest paid conversion experts will tell you to test. I’m not high paid or an expert…but those experts seem pretty smart so I’ll say it too.


Try some of these strategies. Then, try the opposite. Chances are there will be a clear winner. Tweak the parameters for the winner to optimize your conversion rate.

Let’s get to it…

An Update - The Theme Matters

Some of my best sites used really basic themes, and they provided great content. That helped them convert really well.

Since then I have been approached by several successful niche site owners that had their own themes developed. But only one of them was a professional WordPress Developer. You may have heard of Dave Nicosia in the past since he is an active member of the niche site community.

​Dave had a site that was doing really well and then he tweaked the design over and over again. He optimized the Ultimate Azon Theme until it was a conversion monster. 

As you can see, the Ultimate Azon Theme is one that incorporates some of the best practices that we talk about here. And, it just look good out of the box.

Check out the FREE 7 Part Video Tutorial 

For the Ultimate Azon Theme​

Dave Nicosia and I worked on this video series that takes you step-by-step for setting up the best WordPress theme for Amazon affiliate sites. You can see how Dave sets up the U.A.T. like a pro – in no time flat. It is a quick process once you see the videos. Be sure to check them out!

1. You Need To Have The Right Traffic

The best way to make sure your visitors convert in to buyers is to target buyers. Yes, I am stating the obvious.

What does this mean in practical terms? Your site should be targeting buyer’s keywords. These are keywords that people type into Google just before they make a purchase.

Think about the last time you bought something from Amazon or online in general. You probably searched for some reviews or testimonials - just like everyone else.

Here are examples:

  • best [product name]
    • [product or specific model] review
    • what's the best [product or model]
    • and, so on...

    Key Take Away: Intercept a buyer on the way to Amazon.

    2. Call To Action Above The Fold

    Sometimes people just want some quick reassurance on their upcoming purchase. This “Call To Action”, or CTA, is just for them.

    This CTA can take a few forms and I encourage you to test several of them. Here are the top options:

    Big, bold, colorful text stating, “Click Here to See Our Top Model.” See below

    >>> Click Here to See Our Favorite Model​

    A Big Button stating, “Click Here to See Our Top Model.”  See below.

    A nice variation to try to get more engagement on your site is to have a CTA to see a review on the top rated product. This can help to improve your bounce rate as reported by Google Analytics.

    Key Take Away: Ask the visitor to take some action above the fold.

    3. Use A Comparison Table

    People love to skim information - especially websites. (You’re skimming this right now, aren’t you?!)

    It’s super easy to skim & consume information in a table so help your visitor out. Use a table to present the critical information about your the products. Add affiliate text links to the name of each of the products.

    If you’re not sure about what information to include, check to see if Amazon or the manufacturer has created some tables already. Sometimes the manufacturer will have very good information that you can leverage and present in a better way.

    Don’t copy the tables you find but use them for inspiration to create your own. You can add or remove some of the fields.

    Quick Tip: Use the Websimon plugin for WordPress to make very nice looking tables. Check out the Tablepress plugin as another option.

    Key Take Away: Use a comparison table so people can consume the data quickly & click over to Amazon.

    4. Use Genius Links

    You can geo-target visitors using a tool like Genius Links. It's actually easier to add links, too, and easier to outsource that part.

    So if you get any traffic from other countries that have an Amazon Associates Program, it will pay off to use Genius Links.

    5. Use Text Links Throughout The Page/Post

    Most people end up clicking an affiliate link that is text. If you’ve done your job then the visitor is intently reading your content since it is solving his or her problem.

    The visitor sees a hyperlink and wants to investigate further so they click the link. Perfect!

    In fact, I have seen many heatmaps (What’s a heatmap?) that illustrate this point for specific Amazon Associate sites. Most of the time even the text links in a comparison table get more clicks than the images.

    Key Take Away: Use text links throughout the content. Be sure to link to something relevant - avoid bait anchor text or using misleading anchor text.

    6. Use Product Images (or Don't Use Them)

    Clearly, the web is a graphically oriented medium - so use images. A crisp product image can entice the visitor to stick around your site.

    A non stock image is a way to differentiate yourself from other affiliate sites plus it can also add to the impression of authority in your space.

    Images can be used as a design tool to break up content so the visitor isn’t facing an intimidating wall of text.

    What do you mean “Don't Use Them?”

    Here is a test that you should experiment with in your niche. Use a comparison table and use an image column. Then, try the table without images and be sure to have text hyperlinks on the product name.

    The idea is to create interest of what the product looks like but don’t provide the image in the table. The visitor is then drawn to click the link. You could also experiement with some call to action like “click here to see an updated image.”

    Key Take Away: Use images so your site looks well done. Experiment with including and NOT including images in a table.


    There are two main ways to increase earnings on an affiliate site: 1) Increase Traffic, and 2) Increase Conversions. Improving your conversion rate by 0.5% can be big.

    So, once you have an Amazon Associate site getting traffic, you should look to improve your conversions. Then, you can turn on the floodgates to get more traffic at the higher conversion rate.

    You have 5 tips to apply to your website. Try one and see how it works in your niche. Every niche is different and testing is required if you want to ensure that you’ve optimizated the conversion rate for your niche.

    What conversion tips do you have? Let me know what I missed in the comments below.

    A Note on Testing

    You have some options for testing. We won't get into details on how to test today but here are some ideas:

    1. You can manually make the updates on your website and carefully track the impact over time. This is not a true split test by any definition. You can get an idea of the trends with 1000+ visitors. (Free)
    2. Use Google Analytics to set up tracking. (Free)
    3. Use a tool like Visual Website Optimizer. (Paid)

    Doug Cunnington, PMP

    I show people how to create Affiliate Sites using project management and a proven, repeatable framework. I love creating systems, using templates, and brewing beer (but not at the same time).

    Show 13 Comments
    • Hieu Nguyen October 20, 2014, 5:41 am Link Reply

      I already used all your tips on my sites, but didn’t have the idea to test including vs not including images on the comparison table. Will definitely try this.
      Thanks Doug.

    • Trampolines October 2, 2015, 1:51 am Link Reply

      Well, everything seems fine but not including images in comparison table is a major drawback because comparison are used exactly for that – regardless if someone is comparing specs or just want`s to find nicest product out there. People mostly want to see images, as picture is saying thousand words. So while not including images will increase CTR it will most certainly decrease your bounce rate. And this is something you shouldn`t want to achieve.

    • Todd Connelly August 7, 2016, 6:56 am Link Reply

      Hey Doug… A good post, I say. I use Dave’s theme on one of my Amazon affiliate sites and it’s great to work with. It’s currently getting about an 9% conversion rate. However, I don’t have the CTA above the fold, I’ll have to give it a try and see what improvements I get. Thanks for sharing and keep grinding!

    • Taylor February 20, 2017, 8:34 am Link Reply

      Hey Doug,

      Have you ever looked into a service like ours, Geniuslink, to increase Amazon conversion by geo-localizing your links? Since Amazon is actually 14 different storefronts and 12 different Associates Programs worldwide, sending all of your site visitors to means sending a lot of international site visitors to an Amazon store where they’re unlikely to buy. Using dynamic links that direct each reader to their “local” Amazon store can have a significant impact on your conversion rate if you have international traffic. It’s an easy way to pick up revenue that’s being left on the table :).


    • Nate Alger March 21, 2017, 8:27 am Link Reply

      Hi Doug,

      Great tips, I am going to test out the CTA’s above the fold and update some of my posts. Definitely sounds like a great to intercept very ready to buy buyers.

    • Jub Bryant August 9, 2017, 8:17 am Link Reply

      Hey Doug,

      I’m gonna try implement the CTA above the fold.

      In terms of comparison tables, is there a best place to put them or is it all the usual, test yourself?

      Would be cool to see you analyse an affiliate article (that’s not yours)

      • Doug Cunnington August 14, 2017, 7:02 am Link Reply

        Hey Jub, I think the top quarter of the post is best for the table. So people can see the summary fast. And, yes, test. 🙂

    • foxesera May 22, 2018, 12:04 am Link Reply

      i just launched my new affiliate site on amazon. please suggest me call to action button for more conversion.

      • Doug Cunnington May 22, 2018, 5:13 pm Link Reply

        Hey, it depends on what your conversion rate was before. 🙂 But “see on Amazon” works well.

    • Khalid June 26, 2018, 6:27 am Link Reply


      I have a Affiliate site that conversation rate in around 4%, is it okay?

      • Doug Cunnington June 27, 2018, 11:29 am Link Reply

        Hey, that seems low but it depends on how much traffic you get. If you’re targeting non buyers keywords, that could be fine…

    • Derek M September 10, 2018, 9:14 pm Link Reply

      I found my CTR 3x when I added emotive text below my CTA. I really need to look into the effect of one theme Vs another in relation to conversion testing. Have you got a link to that theme so I can do some split testing and get back to you with the results?

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