In recent years, Amazon's policies have become increasingly strict, and rogue operations have become more and more common. This is not only reflected in the requirements for product compliance, but also in the recent quiet testing of new features...

"Add to Cart" appears on the search interface

Some sellers reported that they found a shocking scene when searching for products on the front desk these days. The products that appeared on the search page directly added an " Add to cart " button. Excluding the plug-in function, searching for other products, some categories did not have the shopping cart icon.

It is speculated that Amazon seems to be testing a new feature to add an "Add to cart" button directly on the search page . This change has been found in categories such as consumer electronics, maternity and baby, outdoor and kitchen , but not all categories and products have this shopping cart icon.

Where the shopping cart icon appears

• SP ads on the search page and natural products have an "Add to cart" label;

• Brand ads and video ads have not yet added this shopping cart icon;

• The shopping cart icon does not appear in the Today’s deals column;

• There is no shopping cart icon in the advertisement space in the middle of the search page, such as "Customers frequently viewed";

This new feature may have certain impacts on both sellers and consumers.

For consumers: seeing the "Add to cart" button directly on the search page may make it easier and quicker to complete the purchase and improve the shopping experience.

For sellers: Although this may increase the click-through rate and add-to-cart rate of products, if the conversion rate cannot keep up, the product weight may be affected.

The change has just occurred, and we cannot predict some data now. We can only use some auxiliary plug-ins to determine its impact on click-through rate and conversion rate after a period of time.

Sellers don’t need to panic about this change. Sellers who need to join the Zhaodanmao seller exchange or do off-site promotion can contact customer service V: FLA66668888 First of all, you can pay close attention to your product data, including click-through rate, add-to-cart rate and conversion rate, so as to understand the impact of new features on product performance in a timely manner. In addition, Amazon has also added a coupon function for the shopping cart!

Add a coupon to your shopping cart

At the beginning of the year, Amazon restricted the coupon discount function, and many sellers encountered difficulties in setting up coupons. In order to make up for this functional change, Amazon launched new promotional tools such as "Brand Customized Discounts" and "Price Discounts" to help sellers formulate promotional strategies more flexibly. If you look closely, you will find that Amazon has actually launched a new coupon function.

>1. Send promotional offers to your cart abandoners

Amazon will provide the number of customers who added carts to carts but did not complete the transaction in the past 90 days from the perspective of shopping cart abandoners. You can customize coupons for this group of people to increase the purchase conversion rate.

>Coupon requirements: minimum 10%; maximum 50%

In addition, Amazon has added data on shopping cart abandoners to help sellers better control add-to-cart and conversion rates, thereby optimizing product display and promotion strategies.

>2. Send promotional offers to your potential new customers

There is a "New and Potential Customers" tab at the bottom right of the page, which shows the value of potential customers. Simply click "Create Promotion" to create a coupon exclusive to potential customers and send it to the customer by the system.

Amazon will provide data statistics from the perspective of potential customers, including customers who have never purchased your brand's products in the past year, but have clicked on your brand, store and products within 90 days, or added products to their shopping carts. You can customize coupons for this group of people to increase purchase conversion rates.

> Specific reference:

• Promotion name: Customize it to make it easier for you to distinguish it. This content will not be shown to customers.

• Applicable products: Temporarily default to the entire brand's products, the function of selecting by ASIN will be launched soon.

>Coupon requirements: minimum 10%; maximum 50%

> Discovery Path:

• Brand → Brand Analysis

• When you scroll down under the customer loyalty analysis of brand analysis, there will be an "Insights and Recommendations" with 2 coupon entrances.

Both of these new coupon features can be found on Amazon’s brand analysis page, where sellers can develop more precise promotional strategies based on data analysis results. Amazon officials said these features help attract buyer groups and increase the overall buyer lifecycle value.

However, it is important to note that if you set up other promotional offers on the coupon or promotion interface without any conditional restrictions, you may suffer losses due to customers using discount coupons in a cumulative manner.

Finally, in the “Advertising-Brand Customized Promotion” interface, you can see the usage of the coupon.