Since May 2021, Amazon's Chinese sellers have experienced an unprecedented wave of bans . Brands under the big seller Pattonson have been banned, and huge amounts of funds have been frozen. This kicked off the Amazon ban.
Amazon officially stated that from the end of April to the beginning of September 2021, Amazon closed about 600 Chinese brands, involving 3,000 seller accounts. These sellers repeatedly and severely abused reviews and were repeatedly warned. According to the list of fraudulent orders, the Amazon platform has strictly banned Chinese sellers who have committed Amazon's fraudulent orders and froze the balance of assets on the platform. This large-scale suspension of accounts and freezing of funds is undoubtedly a blow to thousands of Amazon Chinese sellers.
After all, the development speed of domestic e-commerce is much faster than that of foreign countries, and there are some gray areas of gameplay and operation methods. However, overseas consumption habits for online shopping are far less mature than China's. "Swiping orders and getting cash back for good reviews" is one of the established habits of Taobao and Pinduoduo sellers, but this is precisely the black technology that Amazon does not allow.
It is undeniable that there are still aftershocks of the wave of titles to this day. From time to time, they will deal with some store accounts that they think are not compliant, such as swiping orders, swiping reviews, and listing refurbished store accounts. One year after the title boom, more and more cross-border companies prefer to operate in the white hat game when recruiting. They have witnessed the collapse of many big sellers, and they hope to seek stability.
So, what is white hat play? What are the main contents of white hat gameplay?
1. What is White Hat Play?
Amazon determines the product display position based on the comprehensive performance of the product under a certain word (product performance, product relevance, customer satisfaction).
Amazon's white hat game refers to the use of proper optimization and promotion methods to operate Amazon stores within the scope of Amazon platform rules, without brushing, evaluation and other behaviors that seriously violate Amazon's rules. Its core is to obtain the recognition of Amazon customers and the platform based on the quality of the product itself, the improvement of Listing, the quality of reviews, reasonable pricing, and reasonable advertising.
2. What are the main contents of Amazon white hat gameplay?
The core of white hat promotion is regularization. In the case that some evaluations and some black technologies cannot be used, keywords and listings that return to the bottom are our top priorities. It is necessary to keep trying and review in time during the operation process.
Through the analysis of the market, judge the entry point of entering the market, and summarize the most suitable time for the products to be put on the shelves according to their own situation, combined with various factors such as peers, competitors, suppliers and so on. For example, in March and April, the main products of the summer swimming ring are prepared, and the Christmas element products are prepared two months before Christmas, and the corresponding products are prepared according to the rituals and festivals. It needs to be clear that in the Internet age, some products that seem to be in low demand will also be purchased, so it is crucial to launch these products at the right time.
(2) Listing optimization
If the product has been selected, the next step is how to attract attention and make consumers stop. If you want to improve the conversion rate, the main thing is to display the product page well. After the product is on the shelves and before the goods arrive, we must do a good job in everything in the listing, including product keywords, product names, product descriptions, product images and A+ Pages and other dimensions.
According to the understanding of the product, write down all the words that may be involved in the sticky note; collect comments and record the words that buyers mention more, these words are likely to be their idioms to observe the keywords used by their peers in the listing, Collect them together; search for related products on multiple platforms, and collect keywords on platforms such as wish, eBay, and AliExpress; test the keywords collected above and build your own keyword database.
The product title is considered to be the most important part. The first word of the title is particularly important, depending on the actual situation to decide whether to put the brand first. The content of the title can cover the function of the product, the needs of consumers, and keywords for attracting traffic. Use the description of the title to attract the buyer's attention and increase the conversion rate.
The five-point description is also an important part. In the description, you can distinguish your product from other competing products, so as to win the favor of customers. You can also add product keywords to the description to get some traffic.
The main image must be a pure white background, and the pixels should be 1000*1000, preferably 1500*1500. In order to avoid infringement problems, it is best to hire professional photographers to shoot and design. Beautiful pictures will make people want to buy. Try not to import pictures directly from other platforms. Logos and watermarks that appear accidentally on product pictures are likely to infringe upon the link and cause the link to be taken off the shelf or even hung up in the store.
Usually after the brand registration is completed, a page can be created to display products with pictures and text. For professional or highly disseminated products, you can find a VC account to add videos, and the effect is very outstanding.
(3) Product price positioning
The Amazon platform hopes that sellers can provide the most cost-effective products to consumers on the platform. Although this is impossible, in fact, Amazon has always adhered to this concept. If a product is priced too high and/or too low, it can affect sales. Too high a price and consumers will look for cheaper products, too low a price and may convey a lower sense of quality to consumers. You need to set a proper price positioning to stay competitive and increase conversion rate.
(4) Store review review
① Dealing with bad reviews: Another factor that leads to a low conversion rate is bad reviews or too few reviews. If consumers only see three stars for a product or unresolved negative reviews from sellers when viewing product listings, it can affect conversion rates. Therefore, when the store has negative comments or bad comments, the seller needs to deal with and solve it in time;
② Merge variants to increase Review: For some new products that are similar to the old products on sale, if the performance of the old products is good, we can consider merging the new products with the old products, so that they each have an independent ASIN, and can Share reviews and star ratings, and new products can enjoy the traffic brought by the original old models.
(5) New advertisements
As we all know, there are three main types of Amazon advertising: Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD).
The focus of the white hat method must be on the product, and the product interface must be optimized on the basis of market research and competitive product analysis before starting advertising. Of course, the ultimate goal is to rush to BSR1, sub-class 10 or sub-class 20. This goal is set through preliminary market research. Accurate traffic in the early stage, with the click rate as the top priority, supplemented by the conversion rate, takes a relatively long time, grows slowly, and slowly opens the traffic channels.
(6) Commodity delivery
Category launch is applicable to the new product or start-up stage. If you are not very familiar with the product category, merchants can launch according to the detailed information set by Amazon, such as price, brand, Prime status, star rating, etc., to help the product attract traffic, build popularity, and strive for more exposure and clicks.
When placing the product, Amazon will recommend it according to the category of the product, and advertisers can choose the category of the product they want to target or the category of complementary products. Such as mobile phones and mobile phone cases, chargers, headphones, etc.
Last year, Amazon opened the new QA video upload function, which is enough to see the importance of QA in the listing weight, especially the last QA question and answer, which directly pokes the user's heart, and QA can be understood as a disguised comment.
In general, the core of white hat operation is mainly two: ① product; ② promotion . Choose a product that the public likes and respect, and use Amazon's advertising and spikes to promote the product in the new product period, growth period, and maturity period. Drain traffic and obtain orders through some common and compliant methods.
Although Amazon has established a code of conduct for sellers, it prohibits the use of black hat tactics, including attempts to undermine or abuse competition. As a small and medium-sized seller, it is the right way for long-term development to seek stability in strength and progress in stability .