Recently, Amazon's search algorithm has changed again!

After this adjustment, many brand sellers discovered a great benefit: in brand searches, the display priority of natural traffic actually overwhelmed advertising!

With natural traffic increasing, the brand becomes more popular!

Data shows that Amazon is quietly increasing the status of organic traffic in search results.

For example, in the beauty category, organic traffic priority for top brand search terms increased from 17.3% in September to 18.7% in October, and this trend began after the "Prime Big Deal Days" promotion.

In other words, well-known brands can now rely on their own influence to continue to dominate the top search results while reducing advertising investment!

0 Not only the beauty category, but also top brands in multiple categories are feeling this "traffic preference". If the brand is well-known enough, it will naturally be displayed at the front. Who can resist this?

This algorithm adjustment actually reveals the following trends:

① Realization of the hard power of brand influence

Even if big brands reduce defensive advertising, they can still gain an advantage through natural traffic, which not only saves advertising costs but also improves overall delivery efficiency.

② Amazon’s “relevance first” strategy

Instead of letting small brands use advertising to "steal traffic", Amazon prefers to reserve the most important position on the search page for the natural results of big brands. This also means that the defensive advertising budget can be appropriately reduced.

③ The entry ticket for small brands is more expensive

After the algorithm adjustment, the top natural traffic is firmly locked in. If small brands want to compete for traffic, the cost of paid advertising is bound to increase further.

How to seize this opportunity?

① Regularly optimize performance

Check whether the keyword ranking is stable and whether the price is competitive, especially during the peak season, so as not to let the advertising effect drag down sales.

② Smartly adjust advertising strategies

During holidays, especially Black Friday and Cyber ​​Monday, advertising CPC (cost per click) will rise. Sellers need to keep a close eye on data trends and decide whether to reduce defensive advertising spending and instead increase the placement of general keywords with greater traffic.

③Continuous A/B testing

From product titles, pictures to prices, regularly test different solutions, accumulate data, find the best combination, and optimize the listing conversion rate.

④ Pay attention to policy and background function updates

Amazon's backend functions are becoming more and more comprehensive. Sellers need to be sensitive to new tools and learn to use data to drive decision-making and improve their operational capabilities.

In the future, natural traffic will become a "battlefield"

This algorithm adjustment is undoubtedly a shot in the arm for brand sellers. However, with the holiday peak season approaching, the competition for traffic will only become more intense.

Whether it is a small brand or a big seller, you must not only take advantage of the opportunity to increase natural traffic, but also plan ahead and plan your advertising budget in advance to prepare for the upcoming peak period.

Finally, if you want to occupy the top position in search, both traffic and conversion are indispensable, and refined operation is the key! I wish you all a big order in the peak season and a big sale! 🎉