The LifeStraw receives more frequently bought together traffic on Amazon than any other product. We estimate that it gets 428,000 clicks from traffic brought in by complementary products.

Context: The frequently bought together is a feature on Amazon products that help customers find complementary products. This increases average cart size and it can represent free traffic in a time that free traffic is like a calm and peaceful US election.... it doesn't exist.

So why is this free? This is the one spot on a product page that Amazon sellers don't have to pay for. If your product is found in the same basket as others, Amazon will organically serve you to customers.

So what? How can you leverage this?

1. Complementary products to your competitors.

If you uncover the frequently bought together products of your competitors, you suddenly found a source of products to advertise on. These can be new customers that wouldn't be familiar with your brand. Ultimately, you can displace a competitor as the frequently bought together choice from Amazon.

2. See Amazon through the customer lens.

We all think that Amazon is a search only platform. That's not exactly how it's experienced. Being on a product page can often lead you to other products. This type of traffic is not capture by keyword tools. Products are often grouped in clusters of similar products. Every once and a while you get a super cluster like the LifeStraw.

3. Advertising opportunities.

Instead of being served advertising opportunities from Amazon, see through a graphical view and think critically about how your product coexists with the rest of Amazon.

Takeaways:

Instead of looking through Amazon through a search query only paradigm, consider how Amazon shoppers can browse around and consider products. The SmartScout traffic graph gives both a numerical and graphical interface to how the frequently bought together products exist on Amazon.