6 Big Ecommerce Brands Using Link Building

Link building is a cornerstone of SEO, and many big ecommerce names have mastered the art. By securing links from authoritative sites, these brands boost their domain authority, drive organic traffic, and, ultimately, increase sales.

But which ecommerce giants are using link building effectively? Let’s take a look at six big names that have embraced ecommerce link building as a core component of their SEO strategy.

1. Amazon

Amazon, the world’s largest online retailer, might not immediately come to mind when you think about link building. However, Amazon uses its vast product pages, reviews, and content hubs to attract links from blogs, news sites, and industry influencers.

Amazon often takes advantage of data-driven content, publishing reports and infographics based on user data. This kind of content is highly shareable and gets picked up by major websites, earning Amazon authoritative backlinks without direct outreach. 

Amazon’s strategy of allowing customer reviews serves as a natural link magnet, as people often link back to products they’ve reviewed or recommended on their own platforms.

2. eBay

eBay has a similar approach to Amazon when it comes to user-generated content. Every product listing is a chance for natural backlinks to flow in, particularly when sellers promote their products through blogs and social media.

But eBay doesn’t just sit back and wait for links to come to them. They also employ strategic link building by partnering with affiliates and bloggers, encouraging them to write content that links back to specific product categories. 

This relationship-building technique allows them to get high-quality, relevant links with minimal effort on their part.

3. ASOS

ASOS, one of the leading online fashion retailers, has been smart about leveraging influencer marketing to drive its link building efforts. 

They frequently collaborate with fashion bloggers and social media influencers who review products, create style guides, or showcase outfits on their platforms—all while linking back to ASOS’s website.

Another major strategy ASOS employs is hosting exclusive events or partnerships with designers, which often generate press coverage and backlinks from fashion magazines and lifestyle websites. 

Fashion blogs and online magazines are also prime targets for ASOS, offering them valuable opportunities for natural, high-authority links.

4. Wayfair

Wayfair, an online furniture and home goods retailer, has mastered the creation of linkable assets. They invest heavily in developing comprehensive guides, how-to articles, and data-driven content about home design, trends, and tips for furnishing your home.

By creating detailed, authoritative content, Wayfair ensures their assets get shared widely and linked to by bloggers, home improvement sites, and interior design influencers. 

This strategy allows Wayfair to dominate organic search results for numerous competitive terms in the home goods niche. Their focus on high-quality content makes their site a go-to resource, earning them backlinks from relevant websites.

5. Zalando

Zalando, a leading online fashion platform in Europe, has expanded into multiple countries, and this international growth has bolstered their link-building efforts. 

By launching country-specific websites and tailoring their content to local audiences, they’ve been able to secure localised backlinks from media outlets, blogs, and fashion influencers in each market they operate in.

Zalando also invests in in-depth fashion reports and trend analyses, which often get picked up by major publications. This content marketing approach helps Zalando stand out in a competitive market and drives consistent backlinks from credible sources.

6. John Lewis

John Lewis, a British department store with a strong eCommerce presence, uses thought leadership and trust-building content to drive their link-building strategy. Their detailed buyer’s guides, trend reports, and customer-centric blogs often serve as link-worthy assets.

John Lewis also makes clever use of press releases, announcing new product lines or exclusive partnerships with well-known designers. These announcements frequently get picked up by high-authority sites and newspapers, resulting in natural backlinks. 

Their commitment to quality and service often makes them a reference point in discussions about high-end or ethical shopping, bringing in links from reputable sites.

Related read: Linkable Content Ideas For Ecommerce

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Final notes

Link building isn’t just a trend; it’s a powerful SEO strategy that can drive traffic, improve domain authority, and increase sales. 

These brands understand that building high-quality links is essential to long-term SEO success. Whether through influencers, localised content, or creating linkable assets, each of these companies provides a roadmap for effective link-building strategies that any eCommerce brand can adopt.

With the right approach, you too can attract the kind of links that boost your brand’s visibility and credibility.