It is a direct link to your product that mimics someone going to Amazon and searching for your product but instead they are going directly there–so if they purchase that way it’ll increase your conversions for that search phrase that is used for the super URL–as you can embed the terms/phrases you want into the super url. (i.e. grill-cleaning-tool) could be the “slug” you use in the super url, and then you would get better rankings for that phrase as more people would be buying through that link
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