Amazon live is divided into Amazon celebrity live broadcast and Amazon store brand live broadcast. Different live broadcast types are suitable for different products. Today we will discuss and analyze the specific product selection suggestions for different Amazon live broadcast types (welcome to pay attention) .
As we all know, the most important thing on the Amazon platform is the conversion rate, and the Amazon conversion rate has a great relationship with the performance of the product itself, so many sellers will evaluate the listing, A+ page, product video, buyer show, unboxing video And so on to improve the conversion rate of listing, so as to help the product become a better hit. Similarly, the conversion rate of Amazon live has a lot to do with the performance of the product itself. Therefore, for different categories of products, products with different performances, and products with different price types, the suitable live broadcast types are different. Of course, specific analysis of specific situations, Next, I will briefly discuss with you the selection suggestions for amazon live.
Based on the impact of Amazon's product performance, product category, product price, etc. on the effect of Amazon's live broadcast, the reference suggestions for Amazon's live broadcast are as follows:
1. New products are not suitable for Amazon celebrity live broadcasts. It is recommended to do store brand live broadcasts to improve the traffic conversion rate during the new product support period and help new products grow.
The conversion rate of Amazon’s traffic has a lot to do with the product itself. Usually, the conversion rate of new products is relatively low, so anchors are not willing to accept it. However, live broadcasting is valuable for the conversion of our new product traffic. It is recommended that sellers do Amazon store brand live broadcasting. From the perspective of return on investment, if there are many products and the store traffic is high, you can consider cooperating with a third-party MCN organization; if there are too few products and the overall store traffic is not good, it is recommended that the seller do the store brand live broadcast by himself.
2. According to data statistics and influencer feedback, double-hundred products that meet the top 100 in the sub-category and sell 100 orders a day usually have a good effect on the live broadcast of Amazon influencers .
Amazon will only push the products it approves to buyers. Double Hundred products have basically been approved by Amazon. It is easier to get Amazon traffic support, the conversion rate is better, and the anchor is more willing to bring it. Therefore, Amazon sellers are usually recommended to buy Double Hundred. Product try live.
3. For different categories of products, usually the larger the buyer’s market, the better the effect of live broadcast by celebrities, such as common paper towels
Because the traffic of celebrity live broadcasts is relatively complex, if the product buyer’s market is larger, more people will enter the live broadcast room. Usually, the more daily product needs, the better the live broadcast effect will be.
4. From the point of view of price, usually the lower the price, the better the live broadcast effect of celebrities, the lower the price, the shorter the buyer’s hesitation period, the faster the order decision, and the higher the price, the longer the hesitation period.
We know that price has always been one of the decisive factors affecting the conversion rate of products. The lower the price of the same product, the easier it is to make a deal. Similarly, when faced with high-priced and low-priced products, the buyer’s hesitation period is completely different. Yes, for example, if we go to a convenience store to buy a bottle of water, we won’t have too much entanglement, but if we go to a shopping mall to buy a computer or a car, then we will definitely be able to spend a lot of time researching and investigating.
5. For products of the same category, usually the better the performance of the product itself, such as listing, rating, number of comments, and quality of homepage comments, the better the effect.
The conversion rate of Amazon traffic has a great relationship with the product itself. No one will buy a product full of bad reviews. Therefore, for products of the same category, the better the performance of the product itself, the easier it is to gain the trust of buyers. Get the live broadcast successfully.
6. Discounts also have a great impact on the conversion rate of Amazon celebrity live broadcasts, so usually the lower the discount, the better the live broadcast effect.
Price is one of the factors that affect the conversion rate of product traffic, so when we are selecting products, if the product is being discounted, then the discount will greatly promote the live broadcast effect during the live broadcast, so in the live broadcast of amazon live , The effect of the live broadcast of the deal is the best, because the live broadcast can increase the conversion rate, and the discount can also increase the conversion rate. The combined effect of the two is naturally better.
7. Adult products, e-cigarettes, alcohol and other products prohibited by Amazon for live broadcasting cannot be broadcasted live on Amazon. For details, please refer to relevant rules of Amazon.
If Amazon prohibits you, don’t do it, otherwise your live streaming rights will be closed by Amazon. Since we have to rely on Amazon for food, we naturally have to abide by the rules of the Amazon platform.
8. For products with small market demand, it is not recommended to do Amazon celebrity live broadcast. It is recommended to do Amazon store brand live broadcast to capture accurate store traffic
Celebrities live broadcast traffic is mixed, so if the product market demand is small, it means that there are fewer people who come into the live broadcast room and need the product, and the live broadcast effect will naturally not be very good. Therefore, it is recommended to do store brand live broadcast for this type of product to capture the accurate traffic of the store , As for whether the seller does it himself or cooperates with a third-party MCN organization, it is determined according to the traffic situation of the store.
9. Standard products such as accessories involve model matching and are not suitable for Amazon celebrity live broadcasts. It is recommended to do Amazon store brand live broadcasts to capture accurate traffic.
Because standard products are not universal, for example , No. 5 screws can only be matched with No. 5 nuts, and auto parts of different brands are not universal. At this time, if you do a live broadcast of celebrities, the effect will not be very good, because the demand for this Buyers usually search for related accessories and models to find products and stores. Therefore, the value of live broadcasting of store brands for this product will be greater, because competitors are all selling the same model. At this time, it is timely to display and introduce products in detail. Answering buyers' questions is of great value in improving the shopping experience.
10. For products with high value, it is usually recommended to do a store brand live broadcast to capture the precise traffic of the store. If the category demand is large, it is also recommended to do a celebrity live broadcast.
Because Amazon needs to send samples for live broadcast, if the product is very high value, if there are many celebrities to match, the cost of the entire sample is actually very high, so usually for high value products Amazon sellers are recommended to do store brand live broadcast to seize the store Accurate traffic, of course, if the product is indeed in good market demand, and plans to continue live broadcasting for a long time, this can dilute the cost of samples, and you can also consider celebrity live broadcasting.
11. Except for the products on Amazon that are not suitable for Amazon live broadcast, they are all suitable for Amazon store brand live broadcast, but the products suitable for Amazon store brand live broadcast are not necessarily suitable for Amazon celebrity live broadcast.
Relatively speaking, Amazon’s store brand live broadcast does not have too high requirements for products, as long as it is not a product that Amazon prohibits live broadcast. However, celebrity live broadcast has much higher requirements for products. Therefore, when you plan to do Amazon live broadcast through Amazon live, You can determine which type of live broadcast to do according to your own situation, or do both live broadcasts.
The above are some references and suggestions about amazon live. I hope it will be helpful to everyone. What kind of live broadcast is suitable for you still needs to be considered according to the Amazon seller’s own situation, such as the return on investment, the performance of the product itself, etc. Because Amazon is interested in the continuous high conversion rate of products, Amazon live broadcast is a continuous work. At present, the effect of celebrity live broadcast on Deal products is the best, so if you really want to use amazon live Amazon live to help your product become Explosive models, it is recommended to prepare for a protracted war. Finally, I hope everyone can make good use of Amazon live to better help brands go overseas and occupy the top spot on Amazon. If there are any omissions, I hope everyone can add them. If you want to communicate further, please feel free to private message or leave a message.