Big W: The most comprehensive summary of Amazon traffic source analysis

"Original Record"

The title is deceptive. It cannot be said to be the most comprehensive. It can only be said to analyze some traffic sources. Maybe my conscience is accusing me, so I have to lay the groundwork. Amazon has developed to a fever pitch now, and all kinds of training and various subjects have been basically exposed.

Many people are particularly interested in why Amazon's listings suddenly become popular, or why competitors suddenly explode. So let's slowly uncover this sensitive veil. First, let's take a look at the overview of traffic entering the listing:

Traffic Type is divided into three major categories: internal traffic, free and paid channels that can be clearly identified outside the site, and direct sources (directly opening the listing link, entering from favorites, etc.)

So we can immediately think about the structure of this traffic source.

Ignoring the time premise, this listing may be in the electronics category because of the large number of clicks. This listing rarely does off-site sales or has not done off-site sales within a specific period of time.

In the second step, let's take a look at what is hidden in internal traffic. Let's look at the picture:

At this time, there are several traffic channels under the traffic type, namely Detail, Search, Shopping cart, Your acc, Amsretailapi, Gateway, etc.

The Chinese translation is product page, search traffic, shopping cart traffic, your account (buyer), AMS advertising, home page remarketing recommendation. Careful people should be able to find, for example, if there is an expandable button under search, this means there is a series of detailed sources under search.

So now we're going to go ahead and peel off the skin layer by layer (feels like a misnomer).

In the third step, we will analyze the segmented traffic sources under the product page, which is the detail.

Below Detail is a main segment of traffic sources (of course there are other small sources, which I won’t mention here):

Glance view represents the traffic of the asin page, which can be the traffic of competitors or the traffic of your own listing. This is the most important source for viewing the source of associated asin.
In this way, you can know which ASINs you need to keep stable for a long time, so you don’t need to spend too much energy to find the reasons for the decline in traffic or orders. This is the largest traffic share of detail.

Currently, advertisements are also included in the detail traffic source.

In the fourth step, let’s analyze the segmented traffic sources under search traffic (Search)

SASKeywordAllProducts looks quite professional. It actually means the traffic or orders generated by searching keywords in APS (all product search).

SASKeywordSingleSearch If I don’t explain this, it’s probably difficult for many people to understand. In fact, it is to search for traffic or orders generated by keywords in categories such as (Eletronic category), as shown below

These two search paths already account for the majority of search segments.

There are still many people who place orders by searching keywords in categories. How do category pages distinguish them at this time? Amazon generally uses the node id on the page to determine which node id the customer placed the order on.

https://www.amazon.com/Mens-Grooming-Products/b/ref=nav_shopall_men_grooming?ie=UTF8&node=6682399011

This is one of the category links, where they can search or browse to find the products they want.

507846 is the category node ID of the homepage. It can be seen that there are relatively few searches entered from other category node IDs. This is a different ASIN source.

In the fifth step, we analyze the Gateway entrance

That is, after you log in to your buyer account, you look at products like yeti-like cups, and then you may suddenly leave for something and accidentally close the page. But it doesn’t matter. When you come back and open Amazon in ten minutes, you will find that similar products are recommended to you on the homepage. This is the Gateway entrance.

In the sixth step, we analyze why orders are placed through the source on the shopping cart.

After a certain period of time, the source cookie of the shopping cart may be outdated, so when you place an order from the shopping cart, it will be placed from the traffic source of the shopping cart by default. Different categories and different products have different traffic sources, and there is no completely consistent one, so specific analysis is required.

The recent daily deals have become very famous. The link to the deal is: https://www.amazon.com/gp/goldbox/ref=nav_cs_gb

Therefore, a large part of the traffic source of Tiantiandeal’s ASIN comes from Goldbox, which is the deal page.

Imagine that I am a small seller, and I choose a competitive product, which is a cup, but the competitor's product is a daily deal. If you don't do this, your traffic source and conversion will be missing a large part. From the perspective of traffic, you are already inherently insufficient to compete with your competitors. However, if you improve your product, you still have a great chance to compete with your competitors who are doing deals every day.

There are many more details that I don’t have the energy to reveal one by one, and the excitement will continue to come.

Only if you master various paths and traffic behaviors can you maximize the sales of your supply chain products and avoid inventory backlogs. Both traffic and supply chain are indispensable.