2.2 The second principle: Product Relevance product matching degree
(Image source: Cross-border Michael)
2.2.1 What are the criteria for judging product relevance?
Conversion rate, matching relevance, customer satisfaction retention, ECT (Expected Conversion Rate): old customer repurchase/Add to /Wish /Gift /QA, etc.
2.2.2 Conversion rate
Under the same keyword, the product with higher conversion rate is more relevant in the Amazon ranking system
2.2.3 Matching Relevance
It can be understood as the degree of matching of keywords. For example, if you wrote about the speaker Bluetooth, I wrote about the Bluetooth speaker. According to the grammatical logic order, the Bluetooth speaker will
The matching of Bluetooth is stronger than that of the speaker, and the Bluetooth speaker will be in front of the Bluetooth of the speaker.
2.2.4 Customer Satisfaction Retention
Including rating and review, everyone sells speakers, my praise is very high, your praise is very bad, then from the perspective of the platform, it will give a higher relevancy match for the praise.
2.2.5 ECR Estimated Conversion Rate
For the expected conversion rate, the ECR indicator in the new product period has the highest weight. Because of the lack of historical data, the platform will give us an expected conversion rate. How do these indicators come from?
a. Repurchase, the repurchase mentioned here refers to the repurchase of your old customers, and there are customers who want to tag with the user (here, you can use bundle, asin delivery, recommendation in A+, etc. to increase the repurchase)
b.Add to Cart
c.Wish List
d.Gift Ideas
e.QA
These aspects will be of great help in the promotion of new products
2.3 The third principle: Past Search Patterns past search traces
The weights of the historical search patterns are different:
The cumulative weight of listing history is different. What is the source of traffic before listing, and how customers find you, each is different. keywords(customer search term), FBT, similar item, bundle
Long-tail keywords can drive the ranking of big words, and the effect of the promotion depends on the traffic and competition of this keyword.
2.3.1 Keyword ranking stability factors:
2.3.1.1 Influencing factors of keyword ranking under A9:
(1) Orders under keywords: For a keyword, a listing with 100 orders below is definitely higher than the ranking of 30 orders.
(2) Conversion rate under keywords: If the two listings of ab and ab are about the same, the listing with high conversion rate
The ranking is definitely higher than the other one.
(3) Profit contribution ratio of keyword ordering: no matter which keyword it is, there is always an expensive price, either a brand or a
The higher the unit price per customer, the higher the commission these products bring to Amazon, and the higher the delivery fee.Two parts: commission and repurchase
rate (keyword ranking will be easy to go up).
2.3.1.2 The stability hard factor of keywords under the A9 system:
(1) Order base number under the keyword: This base number is the base number of the total number, and it is also from history to listing, all current orders
base.
(2) The number of positive reviews under a keyword: Customers who leave a review after purchasing through this keyword will be regarded as a positive review under this keyword.
The more stable your keywords are, the more comments you have.Including we will also see some black technology sellers, his direct comments, or
The reason why his comments are so large that he can rush to the homepage in an instant.
(3) The frequency of growth of favorable comments under the keywords: Is your favorable comments increasing, and whether your favorable comments have incremental performance.
The backstage urging review has to be done all the time.
2.3.1.3 Analysis of keyword exposure ranking system:
common doubts
The function of the product is better than that of the best seller, but the orders are unstable every day?
The product has always been around 35 in the small category node, and the sales have been unable to grow?
Why are the sales of the top 3 products in the sub-category node more than 2-4 times that of the products after the 4th?
At present, most of the products on the platform are in more supply than demand, so it is necessary to study Amazon’s explosive system:
Amazon generally only gives product exposure opportunities on the first 20 pages of a major category, and there is basically no sales and exposure in the back, so the 20 pages are about 20 pages.
There are 400 products, but most of the small categories are placed on the first 3 pages, so Amazon needs to give these 400 products fairly.
There are very few opportunities for product display, and there are very few orders for products beyond 400.
The model of user search consumption habits: When a user is browsing a web page, the popularity is the capture track of the mouse. Basically, all sales are sold on the first 3 pages.
(Image source: Screenshot of Amazon’s front desk)
Amazon has also disclosed that basically 70% of users make a transaction on the first page, and 50% of the 70% purchase in the top 3 and 4.
This is one of the reasons why everyone competes for the first page of keywords. Don’t worry, this is big data, and each category is different.
Enter the Amazon URL to view the monthly traffic on the Amazon platform.
We must have two thoughts in judging our own products: whether a product is keyword-heavy or related
There is a difference between keywords and associations.For example: Toothpicks can be directly searched for toothpicks to buy, but women’s clothing generally does not only buy the first 3 pages
Will keep shopping, relative to toothpicks, women’s clothing will be more relevant than toothpicks.We must have a concept for our product, because
This involves whether the promotion of the product is promoted by keywords or by association.
(1) Search for the exposure rules on page 1:
Ranked 1-3 in bestseller
Because such products have a high conversion rate and high consumer recognition, they can stably appear in the top 3 keywords on the homepage for a long time.
Name, enjoy the platform traffic support, this part of the traffic is basically more than 5 times that of the products after the fourth place, so the order from
However, it will be several times higher than the latter products.
Ranked 4th-20th in bestseller
Search the first page, there are only 6 exposure positions, and the products are ranked 4-20 in sales. Everyone queues up and takes turns to get the same amount of exposure.
quantity, so the order is not stable.
Ranked 21-70 in bestseller
Search the first page, there are only 7 exposure positions, and the products are ranked 21-70 in sales. Everyone queues up to get the same amount of exposure.
Light quantity, so the order volume is extremely unstable.
In the bestseller 71-400
Search the first page, there are only 3 exposure positions, and the products are ranked 71-400 in sales. Everyone queues up and takes turns to get the same amount of exposure.
The number of light, because the number of exposures allocated is very small, the order volume is extremely unstable, and it is easy to have many orders on some days.
Some days with low orders.
Does Amazon have a thousand people?
Amazon will not be as popular as Taobao, but it will definitely add a recommendation algorithm (tag algorithm) behind it.Amazon has
After the entry of the user label, it is the ABA data in the background (age, education level, gender, income, region, etc.)
All told the seller, there is a label, there is a crowd portrait.
However, why can’t it be as popular as Taobao? Because of discrimination, consumers can sue Amazon.
But why include tags?
Because of TikTok, because TikTok has a recommendation value (tag value), this algorithm is broken.
(2) Search for the exposure rules on page 2:
Ranked 4th-20th in bestseller
Search page 2, there are only 6 exposure positions, and the products are ranked 4-20 in sales. Everyone queues up to get the same amount of exposure.
quantity, so the order is not stable.
Ranked 21-70 in bestseller
Search page 2, there are only 7 exposure positions, and the products are ranked 21-70 in sales. Everyone queues up to get the same amount of exposure.
Light quantity, so the order volume is extremely unstable.
In the bestseller 71-400
Search page 2, there are only 3 exposure positions, and the products are ranked 71-400 in sales. Everyone queues up to get the same amount of exposure.
The number of light, because the number of exposures allocated is very small, the order volume is extremely unstable, and it is easy to have many orders on some days.
Some days with low orders.
The products ranked 401-2000 on the bestseller search page 2, there are only 4 exposure positions, and the products are ranked 401-2000 in sales. Everyone queues up to get the same amount in turn.
The number of exposures, the number of exposures allocated will be much more than that on page 1.
(3) The number of products on page 3 is more, but the number of impressions becomes less.
When launching a popular product, you must set the ranking target of the new product according to the exposure rules.
2.3.1.4 Methods of 5 Keywords on the Market on the Homepage
(1) The keywords pushed by the service provider are on the home page: a large number of keyword clicks + add-ons, the reason is because of the correlation (close in BA).
The keyword click share is 100%. Be careful with such words. Generally, such sellers can label TA with black technology.
If you are a white hat seller, you should remove this black technology seller when selecting competitors)
(2) Click Add Purchase to control the position of keywords: This needs to be coordinated with the order placement at the same time, so that the effect is more stable and the ECR is improved
(3) Keyword submission test: the most stable method at present. Keyword purchase, keyword comment.
(4) There is an evaluation system, by controlling the conversion rate CTR and click rate CR of the advertisement: you can brush the pending of PPC
The order is relatively low cost.
(5) EDM mailbox collector, collect mailboxes, and send evaluation emails
Note: US EDM does not allow non-licensed marketing. The United States requires a subscription before sending EDM emails.a lot of non-
When permission marketing came along, domains were blocked and emails were spam tagged by Google.
2.3.1.5 There are three types of associated traffic decryption on the market:
Passive Association – FBT (frequently bought together)
Test data: If we are tied to the bestseller, the off-season will increase by 5%, the peak season will increase by 8%, and the big promotion will increase by 13%.
Competitors have competitive products, and if the conversion rate of complementary products on the platform decreases, make active affiliates’ competitive products or supplement them.
The rechargeable product line increases the flow of new products and increases the overall conversion rate of the account.
How to do passive association?
(1) Some sellers are forced to associate through the evaluation system, but they need resources (evaluation system, seller trumpet): one
The cost is high, and the other is that the evaluation may kill the bestseller. The solution is to sell it with the A account.
Sell this bestseller, and at the same time sell your own B account, then create a promotion, set 99% OFF, and go to
Buy, low cost.
Reminder: If there is hijacking in the store, you must find a way to drive it away, because you don’t know what the purpose of TA is, it may be in
Brushing FBT may also be a spoof.
(2) EDM email marketing is carried out by purchasing the ordering mailbox of the product you want to associate with.
(3) CPC advertising has 2 sets of traffic portals, especially automatic advertising, then we can open multiple automatic advertising groups for products,
Strengthen the related traffic entry of the product, which is applicable in the early stage of the product, in addition to ASIN positioning advertisements, manual extensive brand positioning
Advertising is also ok.
The white hat method, when opening automatic advertisements, you can turn off the search, so that a lot of ASINs will come out. When a new product is launched, it is necessary to deliberately do FBT, why?
(1) Maintain your own traffic, bring in traffic, and avoid being robbed by others.
(2) Increase the sales of your own products
(3) Traffic pit matrix dominates the screen
How to do it? Assuming that there are products A&B in the early stage, what should we do?
(1) Simultaneous promotion in the same traffic channel can help increase FBT
(2) Low discount and high volume, the same channel
FBT does not have to be purchased at the same time. It can be bought type A today and type B a week later. There are many customers like this.
, and will be tied up.
Do it in the early stage of the new product, the more accumulated it is, the later it will be more difficult to do. Generally new products continue to do for a week and are very stable.
2.3.1.6 Analysis of the reasons for the sudden drop in listing sales:
(1) The account itself is punished, and it is punished secretly: especially the title violation
(2) The life cycle of a hot-selling product has come to an end, and the market is saturated: The last lesson will discuss how to analyze the product life cycle
(3) Listing is not optimized for a long time: resulting in a decline in traffic and a decline in sales
(4) The product is out of stock in a short time, bad reviews, refunds, A-to-Z increase: the most hurt, one of the most common tricks for sellers to spoof
(5) Competitors’ sales increase and occupy the top ranking: the market share is certain
(6) Competitors participate in multiple spikes in a short period of time
For the above point (4), each listing must set the maximum purchase quantity, why?
1 For example: When the number of listing inventory is less than 20, the front desk will display it. If it is purchased by others at one time, the listing
It will be out of stock in an instant, then refunded, and then give a bad review, this listing will be invalid.
2 You can know your sales at any time: open the front desk, select a listing, add to cart to modify the quantity, if the quantity
If it is greater than 999, then the inventory is greater than 1000. If the quantity is less than 999, the real quantity will be displayed. Check it every day.
Know your daily sales and inventory.
Be sure to set a maximum purchase quantity to prevent competitors from knowing your inventory levels, and also to prevent competitors from spoofing.
2.3.1.7 Competition of various account weights for the future layout: It is recommended that you prepare more accounts
(1) The weight of ordinary SC accounts is the worst, and the traffic has an upper limit.
(2) American personal account, commonly known as personal professional seller, referred to as SSN account, the traffic is not capped, and self-delivery in peak season is completely impossible.
Affect single volume.
(3) The US Enterprise Information Number, commonly known as the EIN number, can sell pesticides and pesticide products, and most accounts can not sell it.
To sell, such as toenail fungus or Ma Yinglong.
(4) The merch account, the legendary designer account, can sell your own designs. The front listing shows sold by
Amazon. The seller provides the design, and Amazon helps you put it on the shelves.
(5) Brand acceleration plan, all marketing is free. If you have the conditions, you must prepare a US company account.
2.3.2Bundle
The bundle listing can be searched at the front desk. Be sure to add appropriate keywords to the bundle, and it is recommended to put the brand in it.
Especially the students who are high-quality products, there are not many listings, only 5-6 models, then we can completely tie A to B, B to C, and C to tie.
D, etc. to increase the number of our listings, what are the benefits?When a user searches our brand, all the listing packages
A bundle listing with us will also appear. bundles increase repeat purchases.
