The details of the " explosion single" in the Amazon season
Ten commandments for the products of Amazon
Rule ①: pay attention to the profit value under the price range
On the Amazon platform, the core of a product is the product itself contained in the profit space, if the current market has large sellers monopoly on most of the sales, and its price advantage is beyond the seller's own unmatched, then sky suggests that the seller should be abandoned, the corresponding seller should go to find a monopoly market and the price advantage products;
The factors affecting the price are various, such as the choice of shipping, air and land transportation, and the pricing of the products will be affected by the promotion of a low price strategy or the different stages of a mature and stable profit – making period.
Rule ( 2 ): measurement of sales volume
Amazon sellers, the recent sales of products to stimulate the store to enhance the home page ranking, and in this case may again to set sales plans and targets, seize market share;
If a product looks like thousands of reviews, but the seller has little effect in measuring sales, she also advises sellers to wait and see if it is a seasonal product, and the product is currently in a seasonal sleep state.
Rule 3: selection review star
For review, first of all, sky generally does not recommend that there are already a lot of listing on the market, more than 1000 review products, because these many super review products will basically monopolize 80 % – 90 % of sales;
Secondly, a product review star is less than 4 stars, which shows that the product has universal inevitable defects;
The final review of the content is also a must pay attention to, the seller to understand these defects clearly prevent trouble.
Rule ④: the length of the shelf
If the reference product selected by the seller has been added to the shelves for more than 1 year, it is recommended that the seller carefully select;
More than 2 years of not, others have been on the shelves for a long time product has matured, at this time, the seller has no advantages to do it;
To choose the time to compare new, and review and sales jump up quickly products to do the opportunity.
Rule ⑤: accurate product category
In the actual operation of the Amazon store, we will find that the category of the same product is different, at this time, the seller should refer to the other sellers for the category and sales of indirect contact, and then corresponding to their own products to determine which category to put;
Sky says it is often because of a category that is not allowed, some of the seller's store volume will be greatly affected.
Rule ⑥: " two – eight theory" of color size
Sellers can learn from and reference the market now what colors and sizes are good, do not blindly take a number of the size of the hair of a single brain FBA, this will not only compare the funds, the product stack also can not get a good order conversion rate;
The seller should remember the " two – eight theory ", no matter how much your operation, only 20 % of the color and size is the best selling, so the seller under the premise of direct stare at the 20 %.
Rule ⑦: search for heat
In general, use a few core key words to search for the product that the seller wants to do, if the search results exceed 50, 000.
Because the market competition is too intense, unless the seller has any secret weapon can highlight from the over 50 million sellers, have their own selling points and advantages, otherwise it is not recommended that the seller do these same kind of products.
Rule ⑧: new release ( new version )
" we don't want to choose from the bestseller list because you'll find that there are a lot of products that we don't have. it's not easy to catch up with dozens of us, so we're going to focus more on the new release list.
Looking for business opportunities from the recent rise of the new products, the number of reviews is not many, the time is new, the rankings jump up fast, we still have the opportunity to quickly lay hands on a showdown. " said sky.
Rule ⑨: product market trend
In the selection process, the seller needs to examine the sales of the product in the past few years and the latest year;
Judging the corresponding sales season and the off – season, the seller needs to promote in the off – season, to prepare for the outbreak of the peak season.
Rule ⑩: build up the upstream supply chain
After the selection, a creative ability, manufacturing superior factory is the seller's strong backing.
Whether the factory can cooperate with the seller and the market differential demand, product quality clearance, these are very important issues.
In sky's view, it is important to find a factory with a strong support for sellers, otherwise the seller's early Hard product effect may be compromised by the lack of timely quality and supply of the factory;
Products because of quality problems caused by the decline or the Amazon platform is really not worthwhile, the seller should promptly follow up and review the factory's production and certification of products, to avoid infringement, poor quality caused unnecessary loss.
What are the stages and important nodes of the Amazon Moldbaby
To determine whether a product has the potential to become a Moldbaby, the most important is the recent sales of Amazon products, future purchase trends, review and ranking rise, only to consider these points in a comprehensive manner to determine whether a product has the potential to become a Moldbaby.
From the process of selection to the subsequent Moldbaby, sky divides the molding phase and the attention of Moldbaby into five stages:
■ the first stage: a breakthrough combining from 0 to 1 – flow is the key;
■ the second stage: the beginning of a focus from 5 to 10 single – conversion is the key;
■ the third stage: the key breakthrough from 10 to 50 single – ranking is the key;
■ the fourth stage: formulating objective optimization quality – differentiation and profit is the key;
■ the fifth stage: the mistakes that have been made – the experience of the Replay is the key.
How to get review in a more effective way? 1 ) a reminder of the natural order
In this case, the seller needs to ensure the quality of the product, the logistics must FBA, otherwise it is likely to be a reminder of the bad review;
Sellers send emails to avoid the naked saying " give me a five-star praise ", the content of the mail should be valuable to the buyers, such as the seller can tell them the correct use of products, the use of the occasion, hope their happy, even a few festive greetings to the buyer's holiday happy, the premise of the buyer to coax happy, the probability of a promotion will be improved.
2 ) top reviewer evaluation
The seller has been unable to appear in the royal mail: " to evaluate the product ", should allow the buyer to buy normal, and then use the gift card or return to the form to guide the buyer to stay to comment.
3 ) Facebook group
The seller can post in each evaluation group, inform interested people to come to buy, and then communicate to comment.
4 ) wechat group
This is the most used way for the current player, and now there are many foreigners also have wechat, where sellers can create a wechat group, publish product – related information in the group to attract interested buyers to contact an evaluation, or privately a single contact to ask the buyer whether or not to comment on the interest.
Several key points of molding product differentiation
Product differentiation has many ways, such as different colors, PCs, function upgrades, accessories upgrade, packaging upgrade, the most important point is that the seller must remember from the perspective of consumers to consider the convenience and practicality of the product.
Sky, for example: " you still have to go to the Amazon platform to see what you have to do with this kind of product buyer complaining about the most slot, and this is the best opportunity you can get as a new seller.
For example, a tool kit, the buyer says that the knife is too small to use, so you can go to negotiate with the supplier or you can find a better hand knife to replace;
In one case, a lot of products are given to friends as gifts, which is the key to packaging. you can design very beautiful and advanced packaging so that buyers will not pay more than pay a few dollars to buy your products.
You can also design your logo on the product to prevent people from selling and creating your own brand impression. ”
In addition, the seller can use the tools to monitor the sales of competitors to arrange their own sales arrangements.
Many of the tools on the market can be used to monitor the sales of sellers, and sellers can manually add their competitors' products to their shopping carts by subtracting yesterday's inventory from today's inventory.
Be vigilant in times of peace, extend the " life cycle" of Amazon Moldbaby
In sky's view, the first to maintain the product life cycle should abandon the price war, the seller really competition is the product price, upgrade product function, tap other consumer demand points, through constantly meet customer needs to increase the life cycle of the gayama store products.
" at the same time, a product we can't expect him to be old, when pushing a product, you will start looking for the next Moldbaby, be vigilant in times of danger, let your sales not all rest on a product. ". Sky said.
Finally, she also warned sellers: the maintenance of the bursting list is to stabilize the Amazon store rankings, the seller needs to continue to control every issue of the quality and logistics of the product, pay attention to the buyer's 5 stars;
To measure the lowest cost price of the buyer's batch order, the maritime replenishment reduces the logistics cost to the minimum, and ensures sufficient funds chain to avoid the shortage;
Sellers should first seize the market with the fastest speed, so that the sellers in the back can not see the potential market opportunities, then the monopoly of this market is you.
The Amazon season " bursting list" before the preparation work has these several
The battle of the peak season is sounded, how can the seller refine the products and standardize the operation to solve the problem of the Amazon platform operation?
Layout selection, market, fine Amazon store operation
Back to school, black Friday, online shopping Monday, and the traditional peak season, including Christmas and Halloween, are the key to Amazon's second half of the year.
Each different site has its own hot products and categories, for example, in the case of the us, the seller can roughly pass all the categories of the us site, and get some ideas and ideas from the new release list.
From the ten laws of Amazon's share of Amazon's election, the seller can take a different business model based on its own profit target: if the seller tries to develop a brand into a brand, it should follow a professional route like anker and dig deeper into one category;
If the seller wants a short period of substantial return, you can follow the market research results to constantly seek Moldbaby, followed by the Moldbaby profit.
Compared with the smaller, more blue ocean products, sky believes the following questions should be considered before considering the selection:
What is the current sales of the product? The current ranking status of products? Sellers should monitor the sales of different products and future trend growth, determine the future sales trend of a product should look at its annual growth trend, if all bad, although the blue ocean is a niche should also be eliminated.
In addition, for the current open countries in north America, Europe, Japan, these large flows and mature market countries, small language small emerging market competition, large market capacity, late promotion market returns high, the seller can choose the appropriate products and market to be settled in.
Amazon advertising is a natural search ranking, sales value added
Amazon sellers shop survival law, in fact, with the push of advertising is linked to the amount of. Sky said that the seller's daily promotion can be based on the price of the product, product profit, pre – and late promotion stages of the different settings, using the 10 % of the profit of the shop to do early advertising promotion.
In her opinion, Amazon advertising is a phased one.
When the seller FBA arrives at the warehouse, without any review, q & a, the advertising is actually spending money to buy traffic, the buyer is also in the rare review dare not order, the flow of order conversion effect is not satisfactory. Sky said: " at this point, I do not very recommend to turn off the ads, because their own new product flow is limited, the seller can reduce the budget, the use of advertising to introduce some traffic for new products; When the seller's review gets up, q & a does it, the lsiting page improves and then increases the advertising input, when the input output is higher. ”
Advertising is a continuous process, if it stops blindly, there will be a data fault.
" advertising day budget is basically concentrated in the evening burn, if you were in the early drainage phase of the advertising spending control in a certain budget, then the late effect, you can add advertising budget, advertising is a little bit more, not the beginning of the special high. " said sky.
To this end, in the actual situation of low conversion rate of advertising, the seller can reasonably control the advertising expenditure within the profit range, because advertising can not only bring orders to the seller, additional traffic can also promote the natural search and natural ranking ascension.
Natural search is the keyword search, improve the natural ranking is to improve the ranking of each core keyword, let these keywords out of more single.
First, the seller can find 5 – 10 core keywords, and use advertising to hit these keywords, advertising traffic and natural flow will be back up.
The viscosity and weight of the keyword and listing are slowly established, when the seller comes out of a single, the corresponding keyword weight is 1;
Out of 10 is another level of magnitude;
When out of 100, the weight of the keyword becomes higher, the shop in front of the possibility is greater.
Second, the only more direct and efficient way to store these keywords is to advertise the keywords, the seller can let the consumer use these core keywords to buy the store goods, or search some institutions to generate some URL for the buyers, and search the keyword weight of the heightening shop by keyword search.
Analysis of common " symptoms" in the operation of Amazon shops
1. access to review by new shops
For new stores that haven't yet been ordered, you can use some groups of Facebook, some of the Reds on YouTube, wechat, foreigners, etc., to test and evaluate consumers with willing consumers;
Amazon is a highly sensitive market, the seller's single volume and store rankings are real-time linked, sales decline corresponding rankings will also plummet;
Review is a continuous process, a product to maintain its ranking and conversion needs to have a constant new five-star reviews to stabilize sales.
2. increase the selling price of a single product
Sellers in order to enhance the reputation of the shop, the early price discount promotion is a common phenomenon, and in the process of late price mobilization, the seller should have a number of floating price range.
Sky said, sellers in the preliminary market research, should see the current market price of the goods, best seller sales price, think of shop sales and how much profit space, under the premise of profit space, sales stable premise, the appropriate increase price can still maintain sales growth.
But the premise is that the seller does not want to move the price at both ends of the three days, only when the sales are stable for at least one week, the order quantity will be maintained at 3 – 5 Single day, stabilize to 5 – 10, and then 0.5, if the adjustment is too frequent, the sales of the next day may fall in a straight line.
3. optimize the feedback of buyers feedback
For negative feedback, it is recommended that the buyer remove it in time, quickly increase the praise when review cannot be removed, or contact the buyer to coordinate the solution, so that the buyer can help remove.
4. improvement of conversion rate
After the store flow has increased, the seller should immediately pay attention to the conversion of the shop, in the early stage without review, the seller can rely on the discount promotion, the form of outside promotion to form their own market competitiveness.
The quality score and weight of a listing are related to these factors: the search for keywords, the conversion rate of visitors, the weight of keywords, the number of shopping carts, the number of review, q & a, and FBA;
Factors affecting conversion rate: include the title of listing, pictures, price, promotion, details page, q & a, review, FBA shopping cart, sales, freight settings, product category, associated traffic, advertising traffic, a + page.
Store operation should try to reduce the waste flow, accurate docking willing to buy the crowd.
Because in the case of large flow, the conversion rate of the listing is less than 5 %, the shop will have the risk of reducing the risk, and a qualified listing to achieve more than 10 %, excellent to achieve more than 30 %.
Therefore, removing the garbage from browsing the garbage can be beneficial, because the core of the Amazon a9 algorithm is the conversion rate rather than the number of views.