For sellers, it is to do a good job of listing . Data generated in any operation needs to be tracked in a timely manner, especially changes in sales.
Many times, we often encounter products that were selling well, but the sales suddenly plummeted. Many people are puzzled about this.
1. Internal reasons:
1 . The listing content frequently modifies or replaces product category nodes
Although we often say that we should pay attention to the optimization of listings , too many optimizations are actually problematic, because after the listings are released, according to Amazon's algorithm rules, modifying the listings again means reordering the weights of the listings. The optimization of the listing will break the inherent stability of the listing, which is why many sellers report that the ranking and sales will decline in both directions after the listing is modified . The reason is that the original weight is greater than the adjusted weight, so the ranking will naturally drop.
In addition to the impact on the listing modification above, if the category node of a product's listing is modified, it will also lead to a drop in product sales. The reason is that after the modification, Amazon's algorithm will re-match the keywords of the product, associated customers and their traffic. Although some sellers are doing increments after modification, many people's situation is to decrease listings , so we must not modify and adjust the category node of the product when a product has been stabilized.
2 .Keyword organic rankings drop and exposure decreases
If the exposure of our products is getting lower and lower, the natural ranking of our products is also getting lower and lower, which means that our exposure is decreasing, traffic is losing, and our order volume is also decreasing. Then we must optimize the keywords of our own products, and then improve the self-ranking of the products, so as to seize more traffic, gain more exposure, and thus obtain more orders.
3 .Our products are subject to buyer complaints
If we recently received a product complaint on the platform, Amazon will downgrade our listing . For example, for some products, the weights are reduced invisibly. It is manifested as a decrease in the number of products, a decrease in traffic, and a decrease in BS ranking. Processing method: We find the problem of the complaint, immediately revise it, immediately appeal, and send an email to ensure that Amazon will not do some operations on the product in the future, such as reducing the price of this product, adding comments, and raising the intended price of the advertisement to get more. many flow scenes.
4 . The performance score is low, the reply emails are not timely, the ODR (order defect rate) is increased, and the return rate is high (after more than 24 hours, click on the spam email to reply. Therefore, it is also necessary to improve product quality)
5 .product out-of-stock problem
Out of stock is actually the biggest problem affecting sales. Product out of stock will also seriously affect the sales of our products. Therefore, in order to avoid this situation, when the peak season is coming, we have to calculate that our recent sales volume at this time should be several times as much as usual, and it is also recommended to choose a more stable and faster logistics.
2. External reasons:
1 .Products are maliciously hyped
Our products lost the golden shopping cart, were sold by hijackers, and were put on product pages or sd by competitors as new models .
Solution: Combat hijacking, see what caused the gold shopping cart to be robbed, and open a case to deal with it.
2 .Included in Add-on ltem
Our Listing is included in the Add-on Item and is included in the Add-on Item. Add-on Items are cheap products. Solution: For products with a unit price close to $ 10 , you may wish to raise the price slightly. According to actual measurements, the Add-cltem logo will automatically disappear once the price exceeds the $ 10 limit .
3 .seasonal products
If our products are seasonal products, the reason for the decline in sales is: seasonal products will lead to unstable sales as the seasons go on, while holiday products are habitual consumables that are only in demand during holidays. Therefore, if we want to determine whether product sales are affected by seasons, we can track monthly and annual sales data to judge products.
4 . The listing has bad reviews
If our products have received bad reviews recently, the listing weight will drop and traffic will decrease.
Solution: Add positive reviews, revise negative reviews, and communicate with customers via email. Especially for new products, if the first review is a negative review, our listing will be ineffective. If there are too many negative reviews, there may even be the risk of closing the store. Therefore, sellers must first find out why buyers leave negative reviews (this is very important), and then we optimize the product according to the content of the negative reviews.
5 .Competitors have participated in seckill activities and off-site promotion for many times
We can analyze the reasons for the decline in sales from our competitors, the market and ourselves to make improvements.
Of course, the combination of evaluation can make our products rapidly increase sales and ranking. Evaluation is one of the important auxiliary means in operation. Here we focus on the self-supporting account evaluation , which is to operate and manage a group of buyer accounts. Of course, self-supporting accounts are not those that use software scripts to automatically register, browse, and place orders . The risk of account risk control is extremely high, and there is no technical content!
The self-supporting account evaluation has high technical requirements for the entire environment construction plan , including IP address, browser anti-association , payment address, real buyer account registration information, credit card information, etc. ! It is also necessary to do a good job in modifying and hiding equipment parameters, debugging and blocking, and have strict requirements for raising accounts and placing orders. If the technical support is hard enough , it is the same as the real person evaluation !
Since it is your own account, you can do the evaluation at any time , and the technology and account number are in your own hands . Don't worry about being ordered by a black card and malicious refunds , the safety of the store cannot be guaranteed. Therefore, many sellers are now learning the self-supporting account evaluation technology by themselves !
Based on the above considerations, it is suggested that sellers must start to form their own account support team, and keep a review account for backup. First, it will reduce costs, and second, make the evaluation safer and more controllable. Only in this way can we make the road to Amazon more and more smooth and steady. For questions about the self-supporting number evaluation, technical exchanges are welcome!