The sellers introduced today demonstrate the correct way to open Amazon’s off-site traffic flow: not only can they win more than one million top-selling orders with effective off-site traffic flow operations, but they can also get Amazon ’s $100,000 reward with their skills! It is a role model in the industry, a role model for our generation, and it is worth every seller to copy the work, and let the wool go together!
1. The secret of the oral brand Lumineux exceeding one million a day
As we all know, Amazon brand sellers can get an average of 10% of the sales generated by off-site traffic through the Brand Referral Bonus . Since the launch of this plan in 2021, many brand sellers have brought new performance increments through off-site layout.
Among them, the oral care brand Lumineux is one of the best. With their careful multi-channel off-site marketing strategy, combined with the DOTD promotion, they have created millions of dollars in sales in a single day, and they also won an additional $100,000 from Amazon!
While popping orders, scooping official wool! How did you do it? Come and see!
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What is the Brand Drainage Rewards Program? (Brand Referral Bonus)
Brands direct traffic to Amazon through off-site marketing activities, and an average of 10% of the sales generated will be returned to sellers to deduct sales commissions. Within 14 days after a buyer clicks on the promotion link, you can get a reward for purchasing any product under your brand.
1. From a single platform to a multi-channel brand growth peak?
Lumineux, an oral care brand created by a well-known dentist in Beverly Hills , USA , entered Amazon in 2015 and has won a group of loyal fans with its whitening products and oral care concepts that are all-natural, protect oral flora, and do not stimulate tooth enamel. After years of brand precipitation, it has obtained 6 major industry certifications , and has expanded from a single channel to an online and offline multi-channel matrix, achieving steady growth.
In pursuit of better whitening effect, common oral care brands use more powerful sterilization drug bleaching agents as tooth whitening methods. And Lumineux advocates a more natural and healthy oral care concept: 98% of the flora in the human mouth are healthy and beneficial bacteria, and only 2% of the bacteria are harmful . Destructive damage to tooth enamel and oral health. Maintaining oral health through natural plant extracts and the protection of oral flora is the correct and beneficial way of care.
The new oral care concept brought by Lumineux has won the attention and recognition of many healthy people , but at the same time , the new concept will cost more to educate consumers and educate the market, and Lumineux spends tens of millions on Facebook every year. In terms of promotion, it is used to increase brand exposure, and to invite KOLs to experience products and bring goods to cooperation.
But in 2020, after Apple released iOS14, Lumineux encountered a huge traffic bottleneck . When users click on an ad on Facebook to jump to the brand's official website/Amazon site, they will be reminded to pay attention to privacy protection and be asked to re-enter the account password before jumping to the corresponding page. Such a jump experience greatly dispels the user's willingness to continue to visit, and also causes a large amount of traffic loss. Therefore , the effect of Lumineux's advertising on Facebook has been greatly reduced , and it cannot continue to acquire new customers .
Subsequently, Lumineux gradually stopped advertising on Facebook, and its performance was greatly affected. This kind of advertising marketing strategy that relies heavily on a single platform will obviously make Lumineux extremely passive. They must adjust the off-site layout, change from a single advertising platform to a multi-channel strategy , and try more drainage methods and platforms. , including email, SMS campaigns, podcasts, and cross-social media marketing.
2. The diversion destination is very important, go to the official website or Amazon e-commerce ?
At first , Lumineux’s off-site traffic drainage strategy was the parallel between the official website and Amazon ’s e-commerce , but soon found a clear difference: the users who went to the Amazon brand flagship store clicked on the product 4 times more than the official website, and the conversion rate increased by 4 times. -5x , almost a crushing victory.
In addition to its outstanding performance on the spot, Lumineux found a surprising bonus in the weeks following its launch . When the traffic is diverted to the Amazon brand flagship store of Lumineux, users with high intentions can purchase products and become fans of the brand; and even if there is no order, the user's visit is meaningful: the stay time increases, the probability of related product recommendation increases, and the ranking increases. high.
At the same time, within 14 days after visiting the product detail page or the brand flagship store , as long as the user purchases any product under the Lumineux brand, the brand side is eligible to receive an average of 10% reward , further improving the input-output ratio.
With the increase in off-site traffic drainage, the algorithm optimizes the conversion effect of users' PPC ads; and with the increase in the conversion rate, the organic search volume and organic ranking in the Lumineux site have been explosively improved, ranking It jumped by 30,000 , which is on a par with the top brands on the same track ; the sales volume has also increased by an astonishing 4 times , resulting in an obvious snowball effect.
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What is the snowball effect?
The more off-site traffic enters Amazon, combined with the multi-touch exposure on the site, the probability of conversion will be increased; excellent conversion performance will trigger related recommendations and ranking improvements, which will bring more natural traffic. Higher rankings and more organic traffic will further consolidate the brand’s search weight and ranking, and further increase sales. This is the snowball effect.
3. Concentrate on doing big things: match the traffic outside the station with the treasure of the town store inside the station?
The off-site drainage strategy has been determined, and the next step is to establish the brand's top ranking to solidify the short-term marketing effect into a long-term dominant position. Lumineux decided to increase the promotion. With a 40% off Deal of the Day, combined with accurate off-site drainage, it rushed to the homepage and sold an unprecedented 7-digit burst order in one day !
One million of those sales came from off-site traffic with a tracking tag , so Lumineux was awarded $100,000.
On the day of the promotion, this tooth whitening sticker rushed to the first place in Amazon 's health & household category! To this day, several months after the sale ended, many products under the Lumineux brand still hold the top spot in the teeth whitening category.
It can be said that by doing a good job in the off -site drainage strategy + on-site promotion cooperation , winning the top orders will not only bring about a single performance improvement, but also the influence of the entire brand, industry rankings, and breaking out of the circle are lasting. Effective.
2. With so many channels outside the station , how to choose, more cost-effective and effective?
Explosive orders and rewards, so excited! But there is also a problem: for a brand just starting out, good steel is used on the edge, but it cannot be the same as Lumineux. After Facebook burned so much budget, it was found that it was not effective, and then urgently adjusted the direction.
So, which channels are more effective in attracting traffic? Better for a new brand? Don't worry, the intimate Amazon has pointed the way for everyone!
In 2022, after analyzing more than 11 million off-site traffic data across five major marketing channels recorded by Amazon Attribution and the corresponding consumer behavior habits , Amazon came to the following conclusions:
1 The king of orders: search engines
The traffic brought by search engines often comes with strong purchase intentions. Users often search for keywords such as pain points, parameters, and product descriptions, and read product recommendations, questions and answers, and other content. Sellers can make corresponding layouts in terms of keywords and off-site content to optimize SEO.
2 Highest Converting: Email
Emails that jump directly to product detail pages have a 4.7% conversion rate . The content of the email can be matched with themes such as new products, coupons, and holiday promotions to optimize the effect.
3 Marketing Out of the Circle: Social Media
Due to jump loss and data tracking faults, the conversion rate of social media is low, but the influence and out-of-circle effect brought by social media cannot be ignored. Brands can try more content on social media for users to grow, endorse, and interact with fans to increase their influence and user stickiness, and achieve better communication and transformation in the future.
4 Cross Selling: Video Planting
Although few users buy directly through the link under the video, the soft placement of the video will encourage users to enter the brand’s Amazon flagship store to buy other products of the brand, increasing the possibility of cross-selling. Sellers can show more usage scenarios and function points of products through videos, broaden the applicable scenarios and groups of products, and increase purchase interest.
5 Windfall: 1 in 4 people buy other products
Among the transaction users who are attracted to the site, an average of 1/4 will buy other products in the store, and these additional purchases will be included in the brand drainage reward as long as they meet the requirements of transaction within 14 days. Brands need to further optimize the layout of listings and brand flagship stores, encourage buyers to cross-comparison among their own products, and improve the closed loop of traffic.
3. At the door, how to join the brand drainage reward program?
Sign up for the Amazon Brand Drainage Rewards Program now, make good use of off-site traffic, improve sales conversions, promote sales, and get a handful of wool to win high rewards!
Just three steps to claim your reward