I believe you sellers have found that in May, Amazon has merged all the parent-child product rankings, all of which are unified as the parent product rankings, and the ranking of the parent product = the best ranking of the child product.
That is to say, now the variation is displayed under the best seller page, and the ranking of keywords is based on the parent asin, instead of each child asins.
When we search for a headset product, we see the following products.
We see the product from the search page, the details page and the best sellers page.
In the past, if we want to choose some product, we will open the best seller page and learn from products in ranking.
But did you find that the products with blue color are the products with sub products ranking first (in the red box of the details page). Blue ranks first. Does that prove that it has the best sales? Not necessarily.
Because the display mode has changed, now the ranking is search page and BS page, only the first sub asin will be displayed.
In the above case, color is used as a subcategory. What if size is used as a subcategory? What will happen? We found another example.
For example, this size shows the product of H1 model.
Entering the details page is also the first sub asin as the display.
But when we use the software to investigate, the H1 model is not the best one to sell.
That is to say: using the best seller page to select products is no longer effective, at least not accurate.
Of course, the current display may be a bug, that is, it is possible that Amazon will display the really best selling sub asin in the future.
So what are the advantages and disadvantages of our operation for such a change?
Let’s start with the benefits:
Save operation cost and time: in the past, if we want to strive for good ranking of all sub products, we need to advertise and promote each sub product. Now just focus on pushing one.
It’s easier for new products to rank: because there won’t be any other top 10 products. For example, a parent-child product accounted for 23456, and they were all second in the merger. Then there’s a place for 356.
The parent product will become very important. Optimize the parent product.
This is what we have learned from our experience: after the sub products are out of stock and put on the shelves again, the ranking still follows the parent products, that is to say, out of stock will not lose the ranking. And the out of stock product soon sold.
The disadvantages are:
The sub products that sell well have less exposure opportunities. In the past, 1-5 are all their own, and they can display 5 positions, but now they can only display one position, which has a great impact on the brand. Of course, there is also a way to separate the good ones you sell and not be a father-child relationship.
In order to give more display opportunities to other sellers and give customers more choices.
As sellers, we should make good use of this policy and concentrate on promoting a good selling sub product. This other sub product will also have joint and several benefits. But please don’t wantonly merge the parent-child products for the sake of ranking. This move will be strictly controlled and the store will be closed seriously.