The so-called keyword is a user's definition of a product. When the same keyword is searched by many users for many times, it gradually defines a market. And keywords are linked to consumers’ search behaviors and are the most direct source of traffic for Amazon sellers . So how to select products by keywords? The following takes the keyword data provided by NewAsin as an example to analyze the reference value of each data dimension for product selection, and how to select products through keyword dimension adjustment:
1. Monthly search volume + monthly search trend:
Monthly search volume is the number of searches for the keyword in a natural month. The trend line chart composed of keyword search volumes at different times is the monthly search trend chart.
The monthly search volume can directly reflect the market demand of the segment represented by the keyword. Generally, we can think that the higher the monthly search volume of the market, the greater the market demand.
When we select keywords, we generally analyze the two data of different keyword search volumes and the search trend of the keyword. Let's talk about the monthly search trend .
The keyword search trend can reflect the life cycle and market potential of the market segment corresponding to the keyword. The higher the search growth rate, the greater the potential of the market. At the same time, it can also reflect the seasonality and festival of the market. If the keyword ranking has soared rapidly in the past week, it means that the market popularity has risen sharply and the market demand has increased rapidly. It may also be a seasonal or festive product. It can be judged based on the historical ranking trend. If the search volume and ranking soar at the same time every year, it means that it is a seasonal and festive product. At the same time, we need to note that changes in keyword search trends may also be affected by on-site advertising, off-site drainage, and celebrity marketing. Everyone should pay attention to judgment and distinction when selecting products.
2. Total sales volume in the market:
Total market sales, that is, the total market sales of products on the first 7 pages of the keyword search page. The total sales volume in the market can reflect the current market demand and market potential.
3. Keyword ranking:
The keyword ranking data comes from Amazon’s product catalog ranking, which is the most direct reflection of the recent sales of keywords. It represents the recent popularity of keywords and the amount of traffic that keywords can bring. Generally speaking, the higher the ranking, the more This keyword can bring more traffic to the product.
4. Number of products:
The closer the keyword is to the root, the fewer search restrictions, and the greater the number of products searched. When screening, you must select core keywords, so that such products are more accurate. The number of commodities reflects the market supply and the degree of competition. It is generally believed that the more the number of commodities, the more sufficient the supply, and the more intense the market competition. However, it cannot be completely believed that if there is a monopoly in the market, even if the number of commodities in the market is relatively small, the competition will still be fierce.
5. TOP3 CTR (market concentration):
The sum of the click-through rates of the top three products in terms of keyword sales can reflect the monopoly of keywords in a specific market segment. Generally speaking, we think that the higher the click concentration, the higher the degree of monopoly, and the more intense the market competition.
6. High frequency words:
The high-frequency click traffic words detected by the product under this keyword are arranged according to the frequency of occurrence, and can be used for the enrichment of the product keyword thesaurus and listing optimization.
7. Price distribution/evaluation distribution:
Price distribution : Knowing the proportion of commodities in different price ranges can reflect consumers' acceptance of prices and the degree of competition in different price ranges.
Evaluation distribution: The proportion of different scoring ranges can reflect the degree of recognition of the category by the market. For example, a large proportion of products with high scores indicates that the existing products are highly recognized and the market is relatively mature; a large proportion of products with low scores indicates that there is a lot of room for improvement. Factory sellers can focus on reference.