Templus: the four four big theories to keep in mind
From time to time, there will be sellers asking:
1. what advertising resources do Amazon have in place to use for the seller?
2. how can I contact customers of unpaid orders?
How do I guide customers to buy more products in my shop?
4. can I contact Amazon customer service directly on the topic?
So many sellers, even if I contact, they will answer me?
Such as the above topics, but contains the four concepts of Amazon [ Amazon ]: re – display, light customer service, heavy products, light stores, heavy customers, light sellers, recommended, light advertising.
Highly recommended, light advertising:
Shopping has been the core function of the entire Amazon's a9 search engine ordering system. Amazon makes a very detailed arrangement of pages based on transactions and order transformation. When you search for a product, Amazon will recommend very many of the same or related products for your reference, all the recommendations to achieve the goal is to let consumers have more choices, and then through these rich browsing to select the consumer behavior.
When you add an item to the shopping cart, the page will show the related products, the person who purchased the product, also purchased the following products, do you purchase? A simple guide, user convergence, enabling consumers to buy more products, the relationship recommended to convert more sales.
In addition to the relationship recommendation, next to each product page listing, we can easily find the top 100 ranking of the category, on the right side of the top 100 ranking, and a new hot list recommendation, the recommendations cross each other, repeatedly stimulating the consumer to buy the desire and nerve, the ultimate cause of the transaction.
And for a buyer, as long as you search for a product on the Amazon, the next time you open the Amazon, the product you once looked at will be displayed in front of you, reminding you to focus on it again, and the results of multiple stimulus are often the same for shopping, and the deal happens. It is precisely these repeated and overlapping precision recommendation, greatly increased the user's purchase frequency and the number of purchase, this is the seller expected results.
And advertising, Amazon only the hub word advertising, each search page, six advertising sites are basically fixed. Less advertising, which reduces the user's aversion to advertising, can be said that Amazon understands the psychology of users to reject advertising, using the user experience more soft search for accurate contact relationship recommendations, create more sales for the platform.
Re – show, light customer service:
Many sellers at the beginning of Amazon, will be very absorbed in their store information as complete as possible, looking forward to the customer to consult and purchase, and at the same time to answer the customer the difficult preparation, but the result has not several inquires the mail, at the same time, not because no one asked not to produce orders.
Amazon in the platform design, Amazon more exaggerated product display, and contact the seller of the page to the most back, for the vast majority of buyers, the purchase behavior is through the product page through the browse and judgment, for interested, direct purchase is equal to. Through the product display to promote the order, through the post customer service contact to reduce the communication costs of the buyer and the seller, reduce the seller to customer service expenditure. Looking at the pictures and shopping on their own, it is also the way Amazon is making a deal.
Heavy products, light shop:
Often have the seller to ask, my shop need design decoration?
Can I get a cross – mix of products in my shop?
Will it give the customer a feeling of grocery store if they sell it?
How do I use the method to attract customers to my shop, and then promote the second purchase and tie-in purchase to stimulate the overall sales of the store?
Can I promote sales of other products in the store through a product super – low price or even a loss – loss promotion?
For such inquiries, there is a word firmly around the word: the shop. Yes, on other cross-border e-commerce platforms, it is true that customers can be attracted to their own shops through various marketing practices, thereby enabling more customers to buy. But for the Amazon platform, the concept of shops is not strong, or even the platform is consciously reduced.
For a customer, the process of shopping in Amazon is probably this, if the customer wants to buy a product, search on the Amazon home page, select the appropriate product in the search results, add to the shopping cart, and if not require other products, pay directly, the purchase process is completed; In the purchase of a product, if the customer wants to purchase b products at the same time, the customer's choice is often to return to the front page to search for b products, not to see if the seller of sales a products also have b products.
As a result, the customer's entire purchase experience is that Amazon has bought a and b two products, and the two products are the seller who, the customer does not care. Such buying thinking directly leads to the flow of the seller can get most of the results from the performance of the search results, few customers will enter your shop to view. In addition to customer buying thinking, Amazon also made a post – processing for the seller store, if the customer wants to see a seller's shop, need to be in an inconspicuous place, through multiple pages of switch to find, for a common buyer, the search process is not convenient.
While placing the store in the secondary position, Amazon is very well aware of the high quality listing. if a listing, the picture is fine, the price is appropriate, the order conversion is high, Amazon will constantly update listing according to the number of orders in a short period of time, the higher the rankings, the more orders, the more orders, the higher the rankings, which leads to a lot of sellers to look at the creation of Moldbaby.
Therefore, in the Amazon operation, must also be aware of the importance of listing, to build Moldbaby listing in the forefront of operations.
Heavy customer, light seller:
Customers are the fundamental development of a platform, only more customers, more loyal customers, can maintain a platform for sustainable development, the Amazon platform is so.
In Amazon, the platform through two evaluation system, let customers to experience the shopping experience, to make their own real expression, feedback and review, can be said that the seller is facing the two places, higher evaluation of stars, means more exposure, flow and orders, poor evaluation of stars, meaning that there is no order, the account security is also at risk.
But Amazon's perception of customers is not only reflected in the evaluation system, in the course of the transaction, Amazon is doing as much as possible to simplify the transaction process, promote customer experience, as long as the customer has no satisfaction to the products and services, Amazon accepts no – premise refunds, Amazon's high tolerance for buyers also means a high level of demand for the seller, but this scale also allows customers to trust Amazon, rely more on Amazon, more loyal customers, and bring more orders to the seller.
In any transaction dispute, Amazon is always to face the customer and despise the seller, but as the seller also not to be pessimistic, between the platform squarely face and despise, there is a relatively fair standard, if a dispute, the seller does have the complete reason, also can get the fair and fair treatment of Amazon.
Re – recommendation, light advertising / re – presentation, light customer service, light shop, light shop, light sellers. The longer you operate on the Amazon, the easier it is to understand Amazon's ideas, and to do better when we understand and accept these ideas.