I often hear feedback from some small partners who work on Amazon. They think that the Amazon celebrity live broadcast is worthless, and think that the Amazon celebrity live broadcast has robbed their own advertising traffic, deal traffic and natural traffic. In the end, they even charge commissions. It is very unreasonable to pay for your own operating costs and your own traffic. From this, you think that Amazon’s celebrity live broadcast is of little value. Seeing competitors who have been live broadcasting, I feel that competitors are stupid and naive, but the truth is Is that so? Next, I will give you a detailed analysis of some situations related to Amazon live Amazon Celebrity live broadcast , so that everyone can have a more intuitive understanding of Amazon Celebrity live broadcast , and avoid missed opportunities due to misunderstanding.
The analysis of Amazon’s celebrity live broadcast is as follows:
1. This cognition is completely wrong . Next , we will analyze in detail why this cognition is wrong.
2. Analysis from Amazon Celebrity Live Streaming Traffic: Amazon Celebrity Live Streaming traffic comes from Celebrity’s own traffic (Amazon, social media fans) and Amazon’s traffic support ( live broadcast is displayed on: competing product details page , amazon live live broadcast homepage and Deal homepage ) , it has nothing to do with the product’s own advertising traffic, Deal traffic, and natural traffic, so the so -called Amazon celebrity live broadcast to steal seller traffic is completely nonsense .
3. Considering the interests of the platform: Amazon can obtain advertising fees and transaction commissions from sellers, and Amazon needs to pay commissions for the orders generated by Amazon celebrity live broadcasts , so from the perspective of interests, if the platform puts the advertising order, Deal Orders and natural orders are classified as celebrity live broadcast orders, which means that the platform needs to distribute the advertising fees and transaction commissions received from sellers to celebrities. Let me ask, if you are a platform party, is it possible for you to put what should have been Take out what you get and distribute it.
4. From the attribution analysis of celebrity live broadcast orders: The attribution of celebrity live broadcast orders is relatively strict. The platform requires Amazon celebrity live broadcast orders to be considered valid orders only if they meet a series of conditions stipulated by Amazon , in order to obtain commissions from Amazon. According to statistics, the actual number of orders brought by the influencer’s live broadcast is 100-30 orders , that is, there may be about 70 orders that the influencer does not take commission, and the seller gets it for free. From this point Look, Amazon Celebrity Live Streaming sellers not only did not suffer from looting traffic , but took advantage of Celebrities by getting unattributed orders for free . The specific situation needs to be experienced by sellers and friends .
5. Analysis of Amazon celebrity live broadcast placements: celebrity live broadcasts have the opportunity to appear on: amazon live homepage , live product details page (improve listing conversion rate, avoid competing live broadcasts from taking streams, and weaken competing products such as SB, DSP, etc. stream influence), competing product details page (grabbing competing product traffic), influencer account homepage (influencer fans can see it), deal homepage top (if doing live broadcast of deal, it may also appear on the top of Deal homepage, so that we can The products stand out from many deal products, and are seen by buyers at the first time, so as to obtain a greater deal effect). Therefore, it can also be seen from the display position of Amazon Celebrity Live that Amazon Celebrity Live will not only avoid traffic, but also help us prevent competing products from robbing traffic, help grab traffic, and help improve the effect of deals. ,
6. Finally , analyze the core value of Amazon Celebrity Live Streaming: The core value of Amazon Celebrity Live Streaming is based on new traffic and a high conversion rate of live broadcast to promote product rankings and get more traffic orders . Therefore , the core purpose of Amazon's celebrity live broadcast is not to bring goods, but to promote product rankings based on new traffic and high conversion rates, focusing on future value and benefits. For example, if you invest $150 in the daily live broadcast of Double Hundred products, you can get $1,000 in sales + free orders not attributed to Amazon + future revenue based on the ranking improvement brought about by the live broadcast.
Finally, you can think about why the top sellers insist on doing amazon live Amazon live broadcast ? Why does your competitor do amazon live ? Welcome to communicate.