Category analysis to find the right market position

When sellers upload each product, they need to classify the products into large categories and small categories. Products are divided into different categories, the competitive environment is not the same, its ranking position is naturally not the same.

The traffic of large categories is more, but the competition is also big. Although the traffic of small categories is less, if the node ranking can get the best seller logo, the product’s click through rate will also increase a lot under the condition of a certain amount of display, and then get more traffic.

Choose the category with strong correlation with the product, so that the product can be more accurately exposed in front of the seller. According to the product stage, select the appropriate category. If it is a new product, it is recommended to put it in a small category. Only by accurately grasping every flow entrance that Amazon gives to sellers, can our products have better performance.

Analyze competitive product data

Capture user price and function demands

For Amazon sellers, the best way to learn is to imitate competitors. The main purpose of analyzing competitors is to select products and optimize listing. Before sales, you can comprehensively evaluate competitors’ pricing, product review and sales, and reflect on your selection positioning.

1. Study the price of competitive products

If your product is not novel and there are many homogeneous products in the market, then price becomes an important variable that affects customers’ purchasing behavior. Studying the price of competitors, as a reference pricing, can make their products not at a disadvantage, but also can predict profits in advance.

2. Review of competitive products

When it comes to product review, the first thing that many sellers think about is sales volume and orders. But the cognition of review can’t be limited to this. The average daily quantity of reviews is not only an important reference for sales evaluation, but also can effectively transfer the advantages and disadvantages of products and customer needs. In order to comprehensively improve the operation level, it is necessary to carefully study the review of competitive products.

The data shows that the proportion of order and review natural review rate is about 130:1. So in most cases, every real evaluation is the user’s real use feedback, and these comments can truly reflect the user’s demands.

By carefully collecting reviews of similar competitive products and digging out users’ pain points and demands, we can not only re-examine the products from the perspective of buyers, but also have a clearer and three-dimensional understanding of their functions, quality and use effects; it is more convenient for us to make full use of advantages and avoid disadvantages, highlight advantages in product details, and reap more traffic.

Key words layout, positioning the main selling points of products

The keyword search layout of the product is the highlight of the whole listing optimization. Which keywords can maximize the product drainage?

1. Thinking from the perspective of buyers

In many cases, the deeper the operation knowledge is, the easier it may be for the product to be inconsistent with the buyer’s cognition. Many buyers do not have a clear understanding of the function and purpose of the product when shopping. Sellers should not overestimate consumers’ understanding of the product. Put yourself in a strange position to think about what you call this product and what words you will use to search on the platform. And these words are the core keywords of the product.

2. With the help of data mining software

Currently, there are many third-party Amazon keyword search tools on the market that provide keyword data. Sellers can use these data as a reference, collect keywords based on market data, and choose keywords that are highly related to their products. Then combined with their own product characteristics and consumer demands, the long tail keywords and trend words are selected.

3. Analyze the listing of competitive products

Browse the competitors’ listing, view the keywords with the highest click through rate of competitors, analyze the skills of competitors’ top sellers in writing listing and using keywords, and unlock the product flow entrance.

Sellers analyze their own listing and find the gap. In the optimization of listing, they can refer to the above views to screen keywords and improve the natural search volume of listing.

Browse the competitors’ listing, view the keywords with the highest click through rate of competitors, analyze the skills of competitors’ top sellers in writing listing and using keywords, and unlock the product flow entrance.

Sellers analyze their own listing and find the gap. In the optimization of listing, they can refer to the above views to screen keywords and improve the natural search volume of listing.

Creating listing and creating differentiation

On Amazon, the increase in sales will bring you new traffic, and Amazon will increase the listing ranking that it thinks is more likely to promote sales.

Although this sounds very simple, there are many factors that will affect the ranking algorithm of products. Optimizing a listing is not so simple.

The essential elements of a high-quality listing mainly include: product keywords, product title, product description, product picture, a + page, etc. You can optimize listing through these details, which can greatly increase your order probability.

1. To grasp the pain points of customers, we can summarize from the competitive product listing and competitive product poor evaluation, and layout the corresponding high-quality keywords, pay attention to the distribution and stacking of keywords.

2. Highlight the selling point / differentiation performance, show more details of the product to show the high quality of the product, and quote the scene, so as to let customers have a sense of substitution.

3. Pay attention to typesetting, have more obvious branches, give users a good visual experience. No matter what language style you use, you should try to be brief and highlight the key points.