For the majority of Amazon sellers, launching a new product has always been a critical and extremely challenging step. Many sellers will encounter a situation where there are no reviews and the order volume fluctuates during the cold start phase of a new product, which is also an important factor hindering the growth of new products.

In fact, during the cold start phase of a new product, the first thing sellers should pay attention to is to grasp the traffic support period for the new product and use Amazon’s traffic support for new products to vigorously promote the product. The second thing is to use the advertising funnel to make the product a hit.

So what are the details of the seller's operation at these two key nodes? And what problems should be avoided?

How to effectively grasp the new product traffic support period

During the early stage of Amazon's new product traffic support period, the focus will be on three indicators: click-through rate, conversion rate and order volume. The click-through rate and conversion rate alone will account for about 70% of the overall weight of the new product traffic support period. Whether or not Amazon can obtain full new product traffic support depends on whether the seller's various indicators can reach the average level of competing products.

For example: If the average click-through rate and conversion rate of a seller's product in the first month of listing on Amazon is 5%, while that of the competitor's product is 10%, then the seller may receive 100% of Amazon's new product traffic support in the first month. If the seller's clicks and conversions in the first stage can be higher than the market average, then in the second stage, he or she can fully obtain all traffic support.

Therefore, this is also the reason why many sellers sometimes see their products getting better and better, but sometimes they get worse and worse. If the seller’s click-through rate and conversion rate in the first stage do not reach the average level of competing products, there will definitely be no full support for new product traffic in the future, and they can only rely on advertising or relatively small amounts of natural traffic to promote their products, and they will not be able to compete with other competing products.

Therefore, Amazon sellers should pay attention to improving the click-through rate and conversion rate of products when promoting new products, so as to obtain more traffic during Amazon's new product support period.

Generally speaking, the entire product promotion cycle is divided into five stages: 0 comments (initial stage of the product), 1-20 comments (early stage of the product ), 20-50 comments (mid-term product), 50-100 comments (mid-to-late stage of the product), and 100+ comments (late stage of the product).

1. 0 comments (initial)

0 comments is the most important time period in the entire product promotion stage, but at this stage, sellers should avoid naked advertising and should not run multiple ads at the same time. In addition, sellers can obtain reviews through Amazon's official Vine program.

Although not too many ads are allowed, sellers can run two small test ads in the early stages, namely automatic ads and manual ads. The role of automatic ads is to check whether there are any problems with the listing's embedded words based on the search word report; the role of manual ads is to place precise words to speed up Amazon's recognition of the seller's products and warm up for the official advertising.

Advertisement Configuration 1:

1 automatic ad: slightly higher than the recommended bid, increase and decrease strategy, budget 5-10 USD, only open SP ads for close matching;

1 manual ad: 1 core product keyword + 3-10 long-tail precise keywords, budget of 5-10 USD, fixed bidding strategy.

Ad configuration 2:

1 automatic ad: recommended bidding + increase and decrease strategy + top 100%, budget 5-10 USD, only open SP ads for close matching;

1 manual ad: 2-3 product core words, broad match + recommended CPC 150%, budget 5-10 USD, increase and decrease strategy.

2. 1-20 comments (early stage)

At this stage, after sellers have 1-2 reviews, they can use Amazon's new product traffic support to expand keywords and focus on promoting and ranking keywords that are highly relevant and meet the requirements. The purpose of this operation is to speed up Amazon's inclusion of products and product keywords, so that Amazon can give more keyword weight.

Regarding specific operations, sellers can open more automatic ads to obtain traffic, and cooperate with manual ads to help operations screen and promote words. The new product traffic support period is also the best time to promote keywords.

For products with a unit price of less than 30/40 USD, if you use the boutique approach, there are two options:

The first plan has 3 fixed bidding strategies, 2 increase and decrease strategies, the actual bid below, and the recommended bid fluctuates up and down by 120%-150%, 70%-80%, or even 200%; the increase and decrease strategies are combined with 70%-80% of the recommended bid; the fixed bidding strategy is combined with 200% top placement; increase and decrease, 50% bidding and 100% top placement, and the fifth ad only needs the top position.

The second option is 5 fixed advertising strategies with floating bidding.

3. 20-50 comments (mid-term)

The stage of 20-50 reviews is the middle stage of product promotion. At this time, sellers can use the following three types of advertising for promotion:

Campaign Type 1: High bidding to automatically obtain more orders, data, and comments (when core words account for the majority of automatic traffic and ACOS is acceptable);

Type 2 of advertising campaign: Use precise long-tail keywords to promote a wide range of keywords (secondary keyword expansion), and preemptively deny keywords with high exposure and high ACOS based on historical search keyword data;

Type three of advertising campaign: Accurately match the high-quality, precise, long-tail keywords coming down the funnel - position yourself on the homepage (key keyword matching stage).

4. 50-100 comments (mid to late stage)

At the stage of 50-100 reviews, the seller's product has a certain degree of recognition. At this time, you can carry out a second round of weighting increase, or directly increase the advertising budget and start to make more profits. The specific operations and precautions are as follows:

1. Search traffic