How to analyze slow-selling old links? Detailed explanation of activating old products through all channels, there is always one method suitable for you!

How to reactivate the old Amazon listings that have been unsalable for a long time must be a pain point for many sellers who have been doing business on Amazon for so many years ; because the store plans to list multiple products, the stock quantity of each product will be affected by factors such as logistics, bad reviews, and operations, resulting in some products being unsalable;

Then this pile of unsalable inventory is placed in the Amazon FBA warehouse and cannot be sold for a long time. Then the seller will not only face a large amount of storage fees, but also affect the store's IPI performance indicators, limit your storage capacity, limit your shipment quantity, and affect your plan for the stocking quantity of your popular products.

As for those old links that have been unsaleable for a long time, how to activate traffic through multiple channels such as in-site promotions, in-site advertising or off-site promotion has become a must-learn knowledge point. Today, Zhaodanmao will share with you how to activate the listing of Amazon’s unsaleable inventory!

For old links, here are:

1. Failure to operate the product in a timely manner after it was launched , and missed the new product support period

2. Received negative reviews during the promotion process , with a high rate of negative reviews and a rating lower than 3.8 stars

3. The product is defective, the quality is poor, and the return rate is too high

4. Old links that missed the best promotion period due to out-of-stock or other accidents

Zhaodanmao generally uses 30 reviews and 3.8 stars as the judgment criteria ; generally speaking, if you want to reactivate an old product link and reactivate the listing through in-site promotions, advertising, and off-site promotion channels, you must have at least 30 reviews and 3.8 stars or even higher to have a chance of reactivation through advertising.

If the old link has too many negative reviews or a high return rate, we can try to deal with it as follows:

1. Analysis feedback:

Collect and sort out buyer return feedback from buyer voices, analyze negative reviews and feedback, guide product quality optimization, and assist in operational decision-making

2. Find negative reviews:

For sellers, the best way is to contact them in a compliant manner. Zhaodanmao warns: "Don't do the service provider's method of deleting negative reviews, and don't even think about trying it!" ( Later, Maomao will write about how service providers help sellers find and delete negative reviews! )

3. Solve negative reviews:

Generally, buyers who leave bad reviews are likely to return the products. In this case, you can find the buyer whose ID corresponds to the bad reviewer from the return order , and provide the customer with a compensation plan. There is a certain probability that the bad review can be deleted.

As long as we find similar buyer names based on the orders in the corresponding time period, we can contact them through internal messages as long as we find similar ones ( but we must pay attention to the words used during communication, and any sensitive words must be prohibited, because the content of internal messages is monitored by Amazon )

Case 1: Old link inventory is low (1-500)

Zhaodanmao suggests using off-site promotion to clear inventory first, because it costs a lot of money to promote new products and re-rank old links, and the success rate of old links will be greatly reduced ;

Because the Amazon platform follows the flywheel theory, if a link wants to become a hit, Amazon pays more attention to the long-term growth comparison, and produces an explosion at a certain point in the medium term, just like a spinning top, with large initial investment and slow rotation speed. Once it reaches a certain speed, it will produce an explosion.

To make a hit product, you need to continuously improve the conversion rate; this will stabilize the natural ranking of the link. If the product is out of stock or the link receives bad reviews, it will greatly affect the progress of the link promotion.

Case 2: Large inventory of old links (500+)

Zhaodanmao suggests that in order to reduce additional storage costs and maintain a good store IPI score, you can rhythmically handle the backlog of inventory through off-site promotion;

As long as the market capacity of the product is OK and competitive discounts are offered, the most cost-effective off-site FB promotion can help you clear out a large part of the inventory and maintain the order volume of old products; so Zhaodanmao suggests that you can try to use off-site promotion to reduce the link inventory first.

Generally speaking, Zhaodanmao believes that if a product is not operated with time and effort after it is put on the shelves, there will be basically no natural traffic for more than half a year .

Because many Amazon sellers may put several or even dozens of products on the shelves in a day, observe the natural performance of the products themselves, and then select products that they think have potential to increase promotion efforts. Over time, the remaining products will become long-tail products and unsalable products.

If there are still a few orders for these slow-selling items, you can use some third-party software to check the traffic source of this ASIN! You can private message Maomao for the specific software.

However, these orders usually come from repeat purchases, related traffic from other products, related traffic from your own store products, etc. (such as: viewed again and again, similar products, viewed again, purchased after viewing, bundled sales, brand recommendations, etc.)

Therefore, it is necessary to bring in orders through off-site traffic/advertising traffic, promote the improvement of BSR ranking, thereby promoting the improvement of natural ranking and bringing in more natural traffic.

Amazon's refurbished listings are, in essence, a technique that exploits the lag in Amazon's database to manipulate listings. Many sellers use this loophole to eliminate negative reviews, revive links that are still available for sale, and directly turn them into fakes.

Because the operation of refurbishing listings can not only help them save dead inventory, but also successfully transform the original old product links into new products, giving them a new lease of life , and also gaining the weight that only new products can have. For sellers, it not only saves the trouble of moving warehouses and changing labels, but also saves time and costs.

Sellers who don’t know how to refurbish can refer to the recent article: Learn refurbished listing techniques in 1 minute

For slow-selling old product listings, the natural ranking is estimated to be hundreds of thousands or millions, with neither ranking advantage nor traffic advantage; if you simply lower the price to clear the inventory, this is a very unrealistic thing to do because your link has no traffic .

So now, just like in the early stage of new product promotion, old links can use advertising to bring in traffic, and find ways to promote the increase of natural orders, thereby increasing the natural ranking and continuously increasing CR, so that the flywheel can turn faster and faster.

Before deploying an advertising campaign, you can adjust the price. For example, a product with an original price of $29.99 can be reduced by $10, and then a 50% coupon can be set. After the first downgrade, the product price page will display a symbol indicating the percentage of the reduction. Both of these operations are aimed at increasing the conversion rate of customers clicking on the ad.

Then you can also use hot-selling products to attract traffic, such as buy-one-get-one-free in-site promotions to drive sales of slow-moving inventory.

Finally, Zhaodanmao thinks that all seller friends can analyze again the value of this old product itself, market demand and capacity, average monthly sales, product concentration, brand concentration , etc. Is the market already monopolized by the leading brands? Is the reason why this product is unsalable because of insufficient energy and time and failure to promote it, or is it that the product selection is really not good and the market share has been occupied by the leading brands?

Everyone is analyzing commodity concentration and brand concentration. Zhaodanmao provides this mini program for free. It can analyze the data exported by the JungleScout tool with one click to judge the market demand. If you want to get the mini program for free, please click: Free mini program, one-click analysis of brand monopoly!

If after analysis, it is considered worthy of re-promotion, then it can be re-labeled and re-warehoused, and operations can be refined in accordance with Amazon's flywheel theory. To create a hit listing, more emphasis is placed on long-term growth comparison, and an explosion will occur at a certain point in the mid-term, just like a spinning top, with large initial investment and slow rotation speed. Once it reaches a certain speed, an explosion will occur, and the CR needs to be continuously improved; in this way, the natural ranking of the link can be stabilized.