In 2021, there will be a major event in the cross-border circle that will shake both inside and outside the circle. Amazon will intensify its efforts to investigate violations more than in previous years, and even shut down a number of popular stores and shut down about 600 Chinese brands, involving about 3,000 people. With a seller account , all Amazon sellers are in danger for a while. After all, who hasn’t swiped an order yet?

Amazon's official firm attitude has officially opened the era of white hat play for sellers.

What is white hat play?

White hats correspond to black hats. White hats use legitimate means to optimize the network without breaking the rules, but they will take effect for a long time and require a lot of energy. Black hats are optimized by means of cheating, which can bring a large amount of traffic in a short period of time, but it is easy to be blocked due to violation of the rules.

Since Chinese sellers settled in Amazon, a lot of "black technologies" have been born, such as corresponding orders, hyperlinks, etc., according to the evaluation, but they have been checked and filled by Amazon, which has become the tears of the times. In recent years, the commonly used behaviors such as reviewing and swiping orders, refurbishing listings, or reviewing positive cashback cards are all black hat tactics that violate the rules of the platform.

Just like the space for the platform to distribute goods is getting smaller and smaller, probably because Amazon is determined to officially transform into a boutique platform that gives customers the best experience, it no longer tolerates black hat play, but hits hard. Obviously, this action has achieved remarkable results, and more and more companies have dared not touch this bottom line. Compared with the consequences of the closure of stores and the pressure of funds, the benefits brought by the rapid launch of new products are not worth it. mentioned.

So in the white hat era, in order to promote products, which operational actions become more important?

Damai has introduced the logic of the A9 algorithm before . Since it is so core, as long as it is recognized by it, it will provide us with a large number of traffic sources, so all the actions we have to do must revolve around the A9 algorithm. When it comes to white hat play, we have to talk about a pivotal key element – long tail words.

selection stage

In the cross-border e-commerce that is 7-point selection and 3-point operation, the advent of the era of white hat + boutique highlights the importance of this step of selection. Regarding the role of long-tail words in the selection of products, barley has also been mentioned in previous articles .

American Chris Anderson mentioned in the long tail theory: In the Internet age, almost any product that seemed to be in extremely low demand before, as long as it was sold, someone would buy it. The common market share occupied by these products with low demand and sales volume can be equal to or even larger than the market share of mainstream products.

Optimize the listing stage

After delivery, we have to quickly complete the listing. At this stage, we must strive to optimize the listing to the extreme. Because after the product arrives in the warehouse, if you start to place orders stably, it is not recommended to change the content of the listing, but it is not that everything will be all right. If the effect of subsequent orders is poor, you must optimize the listing in time. The title has the greatest weight in the listing. The weight of the title decreases from left to right. In order to obtain the most accurate traffic, the most matching long-tail word should be buried behind the brand word, rather than just a big word.

advertising stage

In the previous live broadcast, Mr. Hui explained in detail how to play Amazon CPC advertising , in which we set the combination of automatic advertising → manual extensive → manual precision, the purpose is to filter out the long tail words with the highest conversion rate layer by layer. In order to achieve the effect of spending the least amount of money, attracting the most traffic, and issuing the most orders. Of course, if you have already mastered some long-tail keywords in the preliminary work, you can go directly to the last step and save a lot of money.

How to get long tail words

This article is an extension of the content of a previously published article. Regarding how to obtain long-tail keywords, I offer some of my own humble opinions:

Willing to burn money. Open big words and give the ad a sufficient budget to run as many long-tail words as possible. Although many words that cannot be listed and irrelevant words must be denied, don't forget that these words can be buried in the search term. and in the listing. However, for a large site with fierce competition like the US site, this method should be used with caution without sufficient funds.

Be diligent in observing. Research what long-tail words are hidden in the listings of competing products, take the essence and remove the dross, and summarize them for your own use.

Use tools well. Google Trends can check what phrases are the most searched by locals. At the same time, many plugins such as seller wizard have the function of reverse keyword search. If you don’t have so much time to summarize, it’s beautiful to use others to summarize. If you really don’t want to spend this money, many people forget that the Amazon platform itself is a good search tool. You can type the big words from A to Z in the front search box to see which words will be recommended below. Must be frequently searched by customers.