Looking at the top sellers' numbers of Prime Day's explosive orders, are they already gearing up to prepare for this summer's Prime Day, so that their products also frequently explode? As one of the most important promotional festivals throughout the year, Amazon Prime Day is a shopping carnival for Prime members around the world, and it is also a great opportunity for sellers to drive overall sales and promote their brands.

During Prime Day, sellers can increase traffic and seize more potential orders by participating in various promotional activities, such as the treasure of the town store, seckill, seven-day seckill, and coupons. Just last year, Prime Day, the global shopping spree, saw millions of people watch Prime Day events online, including a Prime Day concert in the U.S. and 10-time Grammy winner Taylor S. Lead singer Taylor Swift. Global Prime members purchased more than 175 million products, and third-party sellers sold well over $2 billion globally, setting Amazon’s all-time record again. The massive products provided by third-party sellers have greatly enriched the variety of products on the Amazon site, and continue to bring more choices to Prime members around the world [1].

Due to the impact of the epidemic on sellers, in preparation for this Prime Day, the editor carefully launched a series of "Special Planning for the Peak Season – Prime Day Preparation Guide" series, from product selection, logistics, listing optimization, advertising optimization to product compliance and safety, etc. , there are not only practical instructions for dry goods with pictures and texts, but also various detailed analysis live broadcasts and the appearance of experienced sellers. The editor will continue to present more exciting content for sellers in the next few months!

Issue 1 – How to choose products for Prime Day to win!

Let’s listen to the editor in detail about the selection of products in the peak season~ We specially invited 7 sellers who have participated in Prime Day to share the practical experience of Prime Day selection.

Vote : What's your product selection strategy for Prime Day 2020?

Dozens and hundreds of products are on the shelves, and the PRIME DAY promotion is reported . Which one is more stable? Which category is more likely to explode? Which category is suitable for small sellers to ride alone to raid? Let’s take a look at the sellers’ options first.

A. Mainly based on existing hot-selling products

B. Will be based on industry trends (technology/appearance) and product issues for consumer feedback

C. Planning to launch exclusive innovations (function/appearance) or new products with expected demand

In summary, the 7 sellers' selection strategies on Prime Day can be summarized into the following 3 points

01 2020 Prime Day selection basics – use the existing hot-selling products to make a good combination

Seller polls show that the strategy of focusing on existing hot-selling products will be the basic rule for 2020 Prime Day selection. These products are mainly outstanding in the sale listing. The reason why they are selected as the focus of Prime Day is mainly for two reasons:

1) Products with certain sales volume and customer reputation (review) accumulation are more likely to increase sales and become hot-selling products. Previous experience has shown that products with a certain amount of sales and customer word-of-mouth (reviews) accumulated with appropriate event strategies are more likely to achieve good results on Prime Day. "Many experienced sellers have given such advice. At the same time, it is possible to optimize product selection according to different profit margins in the form of combination punches, and arrange and combine hot-selling products and other products to be packaged and sold, which can also be regarded as a way to improve overall sales. good idea.

The seller's experience selects a good combination of punches

Go out and ask: Sellers with more SKUs can make combined selections according to the product life cycle and profit margin of their different products in promotional seasons like Prime Day. Accept the profit point, and then push it backwards to choose different Prime Day promotion strategies for different products, including inventory arrangements, pre-pricing, events, etc.

2) Mainly promote existing hot-selling products to ensure Prime Day sales. The existing hot-selling products have been tested by the market. Under a reasonable promotion plan, with the help of Prime Day traffic, we can boost the sales of better-selling products and achieve explosive orders, which can ensure that sellers will gain something on Prime Day. . At the same time, some promotional activities on Prime Day will require a certain amount of inventory. If the existing hot-selling products participate in the activities, sellers do not have to worry about the problem of inventory pressure caused by poor performance.

Seller Experience How to use Amazon tools to find products with explosive potential?

I went out to ask and shared a small tool with you: Amazon's inventory management tool "Inventory Planning" has a column called "Inventory Age", hovering the mouse over the sales column of an ASIN, you can see the sales of each ASIN in the past. How many were sold in ninety days, sixty days, thirty days and seven days. As long as sellers sort their products from high inventory to low inventory, and then look at the number again, you can intuitively feel which products have been in sales for the past 90 days, 60 days, and 30 days, and the monthly sales have been increasing. The numbers have also reached a certain height. Such products can participate in promotions, and you should have the confidence to plan some events.

In addition, the epidemic is a topic commonly mentioned by sellers who choose the basic rule this year. The resulting delays in resumption of production and logistics problems have indeed disrupted the original rhythm of many sellers.

New products that have delayed the detonation rhythm due to seller experience do not need to be pushed

Brand bluetooth headset seller: According to the experience of previous years, we need to get the TOP deal of Prime Day, at least in the top 100 of the small category, or have the opportunity to participate in the 7-day spike and LD. If you can't even report on the LD before the membership day, even if you participate in the membership day, the possibility of listing bursting orders is very small, and you can only get the membership day traffic. If you want new products to be listed on the event, in previous years, the products were already on sale in April and May. Today, we estimate that this year's new products will not be able to detonate in time, and Prime Day will not be able to report to a good event, so we have decided to release a new product on Prime Day to grab the heat, and the main push is the old popular model.

02 2020 Prime Day product selection advanced rules – new products

There are also a large number of sellers who expect new products to lead the Prime Day this year to bring a big upgrade to stores and brands. How to choose new products, let’s first look at 2 mature strategies that Amazon sellers have practiced:

1. Choose trendy new products that conform to market trends

Sellers of consumer electronics, smart home appliances, and apparel products all said that even the best products are limited by their life cycles, and that every year's new popular products are products that follow the changing trends of the market. Product functions should be updated and iterated in a timely manner following technological innovation, and the style and appearance of products should also conform to popular styles.

Consumer electronics, smart home appliances: new products focus on functional innovation.

Clothing supplies: The function usually does not change at will, but the appearance, such as shape, color, and material, must follow the trend.

How does seller experience gain an anticipation of market trends?

Psanek: There will be public predictions about the technologies on the market now, such as what new technologies or functions will appear in the future and what major updates will be made, and which functional points cannot be realized by technology now, but can be realized in another year or two. In addition, through in-depth observation of the industry's competing products and supply chain, we can also understand the trend sideways.

Mojing: Every year, the fashion trends of clothing, such as popular colors, styles, and materials, are released by professional organizations, which are relatively easy to obtain. In addition, we also judge the trends through the ordering situation of B-end customers.

Hexin: Our products are functional underwear. First of all, we will focus on functional updates, such as changes in underwear zippers or steel buckles, and then in terms of materials, many brands now use rubber, and we will also develop them accordingly. Judging from our US site, the demand for such products is greater than in China, because liposuction is relatively common, and it takes one to two months or more to wear functional underwear after the operation.

2. Introduce improved and upgraded iterative products based on consumer feedback

Star reviews have always been a small treasure trove of new product ideas for Amazon sellers . According to the functional pain points of the previous year's products, they will upgrade products for the new year. It is an ingenious and practical way for sellers to create new popular models. method, aiming at real needs, effectively and steadily and enhances the brand's favorability.

Seller case Hai Shiyou scan code to pair camera

Usually, to connect the camera to Wi-Fi, you need to connect the password and account number to the camera through the mobile phone APP. Many customers report that the pairing process is complicated and cannot be operated. In response to this opinion, we have developed new functions, and now generate a QR code on the mobile phone, let the camera look at it, and you can directly complete the Wi-Fi connection, which is faster and simpler.

03 High-level rules for Prime Day selection in 2020 – exclusive innovations/expected new demand growth points

Of course, there are also sellers who will focus on the Prime Day event on niche "dark horses". There are exclusive and innovative products that are not on the market now, or the current performance is mediocre, and it is expected that there will be a demand point that will explode at that time. For new sellers of small and medium-sized sellers who are still weak, this may be a good tactic to bypass the frontal battlefield.

1. In-depth research on categories and launch of micro-innovative products with exclusive functions

Except for high-tech categories, most product innovations belong to "micro-innovation", adding a new function, using a new material, replacing a new appearance, without cutting-edge technical strength, in-depth market insight and demand analysis plus The seller's own unique industry vision can try to create a "dark horse". The seller, Ruijiang, produces travel bag products in Japan, which is itself a relatively fierce competition in the Red Sea, so it pays special attention to gain a firm foothold through the uniqueness of its products. At present, Ruijiang and the factory are cooperating to develop new exclusive styles. In addition to making the bag more refined according to the fashion trend in 2020, instead of emphasizing the capacity like last year, the function is further optimized.

Seller's experience What kind of bag products do Japanese consumers like?

Ruijiang: The most basic thing is that the quality must be good, and secondly, they need a lot of functions, such as USB charging function, waterproof and scratch-resistant function, anti-theft function… . Japanese customers have very high requirements for storage space. They like that items have their own places. Wallets, pens, and credit cards all have their own places for storage, which are neat and tidy.

2. Estimate the demand trend and lay out the explosion point in a few months

Sometimes I raise my eyes to focus on the present moment, look a few months later, and prepare for the mid- and long-term demand explosion, and the pace can be more calm. The novice seller Ruijiang began to deploy healthy personal care products. Consumers' awareness of personal care has risen due to the pandemic, and they expect such products to gradually become a hit and remain for some time.

Data source: [1]