"White hat operation" refers to only using the methods allowed by Amazon to promote products, without brushing, evaluation and other behaviors that seriously violate Amazon's rules. The most important thing is to do the basic skills: text, pictures, advertising. The core is still the product, which requires not only patience but also time. After the effect is achieved, the ranking is stable and the conversion rate is also high, which is a way for sellers to operate in the long-term.
1. Preliminary preparation
Before the promotion of new products, it is necessary to do market research, such as product market capacity, peer price, evaluation situation, sales volume, selling points and pain points of peer products, etc. At the same time, you should also fully understand the selling points, pain points and entry points of your own products.
Analyze competitor listing titles, selling points, descriptions, keywords, pictures, prices, QA, Reviews, design our product images, listing copywriting, product videos, and A+ content to create the ultimate listing.
Combined with the market analysis results, determine the first batch of shipments. The first batch of goods is generally shipped by air, and the quantity is generally prepared for 40 days of sales. For the products that are very sure to be sold at the same time, they will be shipped by sea at the same time. It is not very sure that the first batch of goods will be sold after half a month. According to the sales data, another wave will be sent by air and by sea at the same time.
2. Increase the diversity of traffic sources
In terms of obtaining traffic, you can use in-site advertising, brand flagship stores, Amazon Post, bundled promotions, popular related promotions, coupons and other in-site traffic portals, as well as off-site traffic, such as SEO, Google ads, Facebook ads, KOL marketing Wait to increase the chance of more exposure of the product.
3. Get Early Review
Amazon expressly stipulates that sellers are prohibited from using third-party platforms to give free products in exchange for reviews. However, Amazon also organizes professional Reviewer reviews, and it is mandatory that reviews must be given within 30 days of receiving products, otherwise they will be disqualified. After the Reviewer gives a comment, the green mark of Vine Customer Review of Free Product representing the official evaluation will stay on the product page forever, which has a great impact on the weight and conversion!
The Vine program has already started charging, and starting October 12, 2021, Amazon Vine will charge $200 for each newly registered product to ensure the long-term sustainability of the program. This item is suitable for high quality products.
Another way is to increase the review by establishing a compliant merge variant with the old product, so that the new product can enjoy the traffic and review brought by the original old model.
4. Appropriately low prices to promote conversion
In the early days of the product's launch, when there is no review, no rating, and no historical sales records, a slightly lower price is set to promote quick order placement and improve keyword rankings. Or use coupons, in-site deals, etc. appropriately to offer big discounts and special labels to increase product conversions. But this does not mean to make everyone mindless low-price spiral, but to set an acceptable selling price near the break-even price.
5. Further optimize listings through data reports
After a period of product sales, download the back-end product data report and advertising report, through data analysis and combined with the stage goals to see which aspects are not good enough, and targeted to optimize. However, you should also pay attention to the optimization time of Listing. Don’t immediately perform a second optimization just because you can’t see the effect. Amazon’s system takes time to crawl the Listing. It is recommended to optimize it every two weeks. After accumulating enough data, pass Data to analyze, so as not to optimize the more ineffective.
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