As Amazon sellers, we are well aware that product links have different sales performances every day. But some sellers may encounter the following anomalies: products perform well in certain cycles of promotion, but suddenly, good products become unordered, even if we follow the exact same sales strategy or play style. What should I do if the best-selling product or even the top product suddenly does not have an order?

First of all, we asked ourselves four questions, and we took the questions to strip the cocoon layer by layer.

Q1: What are our competitors doing? (Why peer sellers did not have a drop in sales)

Q2: What are our buyers doing? (Why buyers suddenly reduced their desire to buy)

Q3: How does our price compare with competitors of the same model?

Q4: How does our evaluation compare to competitors of the same model?

analyse as below:

Reason 1: Check if the shopping cart is lost

Nearly 90% of all orders on Amazon are determined by the shopping cart (Buy Box), so as the basis of Amazon platform sales, every seller cannot abandon the Amazon shopping cart. At the same time, Amazon also sets high standards for shopping cart acquisition.

If you are the only seller of this product, maybe you are safe for a limited time on the shelves, but when the product sells too fast or the overall performance continues to be excellent, it will face hijacking at any time.

There is no doubt that losing the Amazon shopping cart or multiple sellers competing for the Amazon shopping cart at the same time will lead to a decline in sales. Therefore, the core of this problem is "follow the sale" (Amazon sellers need to do four daily maintenance of links: ranking maintenance , advertising maintenance, evaluation maintenance, hijacking maintenance)

However, when doing hijacking operations, it is necessary to pay special attention to the fact that some hijacking behaviors do not occur during the day, but follow at night and walk during the day, which will require continuous and hard tracking and maintenance by operators.

Reason 2: Check if you have received a negative store review

We know that buyers can leave comments through the following two channels: one is feedback on the seller's store (Feedback), and the other is feedback on the product experience (Rating).

If we receive a rating of 3 stars or less, this will undoubtedly affect our sales, however, in fact, low-rated Feedback reviews can also adversely affect our sales (don't underestimate Amazon buying Due to the complexity of home purchase decisions, buyers basically analyze product links more or less before placing an order, for example: check the historical price and rating of product links).

When we receive a bad review for a store, the first thing we do is check if it complies with Amazon's review policy. In a better situation, the buyer has left a Feedback of the nature of the product evaluation, and we have adopted the FBA distribution method. In this case, we can contact Amazon customer service to delete the negative store review.

Of course, we can also contact buyers to delete negative store reviews on the basis of actively solving their problems. But remember, you must not ask the buyer to delete the store's negative review through pressure or compensation!

Therefore, when we encounter an unknown sales decline, we can conduct two-dimensional data surveys from the buyer's evaluation. At the same time, more importantly, in the daily evaluation arrangement, the operators are doing a good job in the evaluation of products. Good / bad At the same time of evaluation and maintenance, it is necessary to increase the equal maintenance of store evaluation. Only excellent store evaluations can make careful buyers make up their minds to buy.

Reason 3: Check if the top ranking is lost

We know that ranking sales (including organic rankings and advertising rankings) and event sales contribute a larger proportion of on-site sales, and the P1 ratio (the proportion of keywords currently searched on the first page) of popular keywords and top-selling products seems to always be Excellent.

Therefore, when we encounter a large decline in sales, try to check the ranking of the main keywords.

If the main keywords that have been ranked at the top of the page are nowhere to be found, this will strongly explain why product sales suddenly deteriorated. In particular, it is strongly recommended to increase the inspection of the ranking of the main keywords on the mobile terminal, because more and more buyers will place orders through mobile phones.

The natural ranking and advertising ranking of product links are important KPIs for operators to maintain daily links. Continuous ranking maintenance will bring stable sales and positive rankings. Similarly, the seemingly clueless sales puzzle will also be caused by This finds a way out, willows and flowers brighten.

Reason 4: Check if the external environment has changed

Depending on our category market, we will experience more or less monthly/quarterly sales changes.

For example: if we sell Sunglasses and we're having a busy summer, or we sell Dress Costumes, then October could mean a lot to us because Halloween is right around the corner.

As Amazon operators, we need to keep an eye on the monthly and quarterly sales trends of our products in order to better make operational plans and adjust promotion budgets.

However, the external environment in which Amazon operates is extremely complex. In addition to seasonal factors, it is also necessary to sensitively pay attention to the possible impact of other social and life factors on product sales. For example: Webcams are an obvious example. With the in-depth prevention and control of the epidemic in the target country, sellers who did not worry about sales really felt the temperature change in the market.

At the same time, this will also test the comprehensive operation ability of operators. Not only need to formulate a careful and effective operation plan in advance, but also a reasonable risk solution is also the top priority of operation work.

Reason 5: Check whether it is caused by the adjustment of sales strategy

We know that the core conversion elements of a product link include: selling price and reviews (including the number of reviews, star ratings, negative reviews on the first screen, and recent negative reviews), so most sellers will adopt an active conversion strategy during the launch of new products , for example: low price, sale price, member-only discount, coupons are set for the selling price option.

There is no doubt that in the daily operation and maintenance, in addition to ensuring the conversion advantage of product links through rhythmic on-the-spot evaluation, adopting reasonable price means is an important means to win buyers to place orders.

Therefore, when we encounter a situation where sales decline and cannot break the situation, we might as well find the original more effective sales strategy and even take more active conversion efforts on this basis.

Reason 6: Check to see if you have spent your ad budget

Selling on the Amazon platform, how to fully develop the sales potential of product links, is inseparable from two important operational ideas: one is to make full use of market sales time, and the other is to conduct reasonable sales decomposition (check your order source, look at your order Whether it includes organic orders, advertising orders, campaign orders, influencer orders, deals orders, evaluation orders, etc.).

As the most important tool for attracting traffic on the Amazon site, how to make advertisements continuously bring traffic and sales 24 hours a day, rather than limited advertisement management within a controllable sales time, will greatly test the working ability of operators.

Every seller may experience a sudden drop in sales during the life of a product. But don't panic, as long as we grasp the core elements of product operation, we can always find a way back to the peak of sales.

Through meticulous sales management, we know that by maintaining the ranking and advertising of the main keywords, we can continue to gain stable sales.

Through in-depth link management, eliminating the interference of negative reviews and hijacking on link growth, and actively improving the defensive strategy of link operation, we can obtain long-term operational benefits.

By building an aggressive push (Amazon Advertising) and conversion strategy (pricing and continuous reviews), we will be invincible in the battle for traffic and sales.

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