When doing e-commerce, everyone knows the importance of product selection. Whether you are a professional Amazon seller, or you have not started Amazon, you may sometimes encounter the following problems.
Not sure which category to choose, how to understand the historical development track of the industry and predict its future trend after determining the category, how to investigate the degree of market competition, and how to determine the style of the product?
Today, I will share a few questions about the above, and I hope to have some inspiration for everyone's product creation.
1. Determine the direction of product category development
The first step is to determine the category development direction. Here, we need to conduct preliminary screening through the BSR, NR, and MS lists, and then conduct further analysis in terms of sales, brand, market trends, and competition.
1. Ways to obtain category data:
(1) Best Seller Best Selling List
(2) New Releases list
(3) Movers & Shakers soaring list
(4) Amazon Brand Analysis Tool
(5) Amazon Business Opportunity Detector
(6) Third-party tools, JS, Keepa, Gulu, Seller Wizard, etc.
2. Analyze category data and judge competition
Through the previous step, after preliminary screening of several categories, it is necessary to first check whether these categories have brand monopoly, Amazon self-operated monopoly and sales monopoly. If there is, it will be more difficult to do it again.
(1) Brand concentration
If 60% of the links in the top 100 of the TOP list are from a few big head brands, it should be carefully considered.
(2) Proportion of self-operated
If it is found that the proportion of Amazon's self-operated is very high, it is difficult to do such a category.
(3) Sales concentration
If the current sales of several links in the category account for more than 60%, it is basically difficult for the latter products to obtain a good traffic.
3. Get category keywords
After analyzing the situation of brand monopoly, Amazon's self-operated monopoly and sales monopoly, the degree of market competition is analyzed by keywords. First of all, we need to find all the keywords related to the product. There are many ways to find keywords. Here are a few:
(1) Refer to the listing copy, title, selling point, description, etc. of competing products;
(2) Reverse search of high-quality traffic words, you can use sif, gull, sonar, etc.;
(3) Refer to similar products of other e-commerce platforms, Ebay, Wish, etc.;
(4) Amazon brand analysis tool ABA data;
(5) Other keyword tools, such as Yishutong, magic words, etc.
4. Determine the degree of market competition through search volume and supply volume
Search volume / supply volume = competition index
From the search volume of keywords , we can estimate the market demand. The greater the search volume, the greater the market demand. The competition index can help us judge the degree of market competition. The greater the competition index, the greater the opportunity.
The competition index can not only guide the development, but also help the operation to better improve the promotion efficiency.
5. Determine the development trend of the market
When we choose a market, we must choose an industry with a large enough market capacity, the Chaoyang industry, its demand is getting bigger and bigger, the market capacity is getting bigger every year, this kind of industry is suitable for entering. If it is a sunset industry, a lot of money is invested in the early stage to promote, and as a result, the market is getting smaller and smaller, and it is difficult to achieve breakeven in the end.
6. Know when the product is on the shelf
Even if the previous data is good, but you find that no other new sellers have entered this category in the past six months, then this category may have been closely watched by several big sellers, and it is difficult for small and medium-sized sellers in this category to enter.
7. Analyze categories and competitive product reviews to estimate competition
Judge the competition by looking at the average number of reviews and average ratings of TOP products. The higher the average number of reviews in the category, the greater the competition. The higher the average rating, the less room there is for the product to optimize. The lower the average rating, the more room for optimization and improvement of the product.
2. Estimate the future development trend of the category
1. Analyze the historical sales of competing products
After determining the category and confirming that the product is "profitable", we also need to look at the development trend of products in this category. Understanding this trend can guide us to enter the industry at the best time.
We use keepa, seller wizard and other plug-in tools to check competitors' play or operation logic, study competitors' historical prices, number of comments, ranking changes, whether there are low-price rankings, and whether there are merged comments.
2. Analyze the trend of hot-selling items (off-peak season, life cycle, development time)
Use the tool to look at the historical sales of the product and the search trend of keywords in the past few years, and comprehensively judge the low and peak seasons of the product from these two dimensions.
3. Determine the product development style
After we have determined the general direction of the industry through various data, we have not yet landed on specific products. Next, we will determine the specific product styles.
1. Batch capture fine copywriting
When implementing product styles, we need to analyze the copywriting, QA, variants and other data of similar products. We can use some crawler tools, such as locomotive, octopus, Miku, seller wizard, etc., to collect the data related to the top 100 products on the TOP list All crawled out for analysis.
2. Analyze popular styles through Listing copywriting
When analyzing the hot-selling styles, we need to clearly note the styles of the products through the copywriting of the products, and then use EXCEL data to find out the properties and styles of the hot-selling, or we can use the Yiya selection and Gulu selection.
3. Analyze popular styles through Review
At present, the tools on the market are based on BSR to estimate sales, so the sales of all variants are actually the same, so the sales of specific variants cannot be fed back. So at this time, if you want to know which variant products sell the best, you can analyze the proportion of comments.
There are variants written in the comments, which represent which style the buyer bought. After we capture the comments, we also use data pivot to count which variant has the most data among all the comments, and which variant is the best-selling style.
4. Analyze product pain points through Review
We often say that we need to make differentiated products. In fact, sometimes micro-innovation is differentiation, and solving problems that others have not solved is differentiation. We can show differentiation in pictures and descriptions.
In product reviews, generally 4-5 star reviews evaluate some advantages of the product, 3 star reviews generally raise some shortcomings and give some suggestions, we can refer to, 1-2 star reviews are generally user pain points, this is We are going to solve it.
5. Analyze product requirements through QA
To focus on product differentiation, QA must not be missed, because when many customers buy this product, he must solve his own doubts before placing an order.
4. What certifications are required for research products
After determining the product style, it is necessary to investigate what compliance certifications are required for this type of product.
1. Amazon ECTS seller compliance system
How to use can refer to the article "What certification do Amazon products need? The query tutorial is here! ".
2. Amazon back-end product compliance query
How to use the reference article "What compliance certifications do Amazon products need? Query Tutorial (2) ".
The above is the overall development process. Let's briefly summarize: