Amazon off-site promotion is not effective? Teach you how to open off-site promotion correctly

When you choose to promote off-site, you must be clear about your purpose or when it is appropriate to do it. At present, most Amazon sellers do off-site promotion for nothing more than promoting new products, stabilizing rankings, clearing inventory , etc.

• Clearing inventory: For products that are overstocked or unsalable for a long time, the platform will charge additional storage fees. Not only does this increase costs, but long-term unsalable products will also affect the overall popularity of the store and the popularity ranking of other products, so it is necessary to clear inventory through off-site promotion.
• Products that are already in FBA but do not have a shopping cart yet;
• Sales volume decline: The orders of a certain ASIN are usually very stable, but the sales volume suddenly drops in the last 1-2 days. At this time, you need to improve the ranking through off-site promotion and increase advertising. Otherwise, it will be difficult to get back on track after sinking!
• Products with extremely high ACOS but few orders from advertising;
• Before the big promotion: For example, during the Member Day, Black Friday, Christmas, etc., when Amazon is vigorously promoting, if you follow the trend and conduct off-site promotion, you will get twice the result with half the effort.
• Products that need to use off-site assistance to assist with on-site flash sales: Everyone knows that the effect of flash sales is closely related to the usual rankings. It is impossible for a product with no sales to explode through flash sales. At this time, you need to use off-site assistance to boost your sales first, and then the sales of flash sales will be much better!

Of course, many products are not suitable for off-site sales, such as some products with high customer unit prices of several hundred dollars; household metal accessories; and some particularly unpopular products.

Factors affecting off-site orders

There are actually quite a lot of factors that affect off-site promotion orders. In fact, many sellers still don’t understand the factors of off-site orders. Today I will focus on them. Based on my experience with off-site promotions, I have listed the factors that affect off-site orders in order.

• Off-site promotion of competitors: If your competitors have also done off-site promotion recently, then these groups of people have already been covered, which is certainly not good for your product conversion. Therefore, it is important to find a professional and reliable off-site service provider to cooperate with, because they will help you screen and then deliver, avoiding duplicate coverage and affecting the effect.
• Product life cycle: A temporary hot-selling product causes a large number of copycat sellers to stock up on goods, and a large number of sellers are also clearing out their goods. At this time, if one seller’s price is lower than another, it is difficult to achieve good results.
• Seasonal products: Those who buy seasonal products must grasp the time period to clear the stock, so as to avoid being unable to clear the stock after the deadline.
• Luck: Luck is also a factor that cannot be ignored off-site. If a product has been sold off-site on a large scale recently and has exploded in sales, or even if it happens that other sellers are selling at a big discount to clear their stock, and you are selling at a low discount off-site at the same time, you will be cannon fodder.

The page, listing content, VP, Feedback, pictures, etc. of each product determine the conversion rate of orders within the site and will also affect the buyer's desire to buy to varying degrees.

Issues that need to be paid attention to when promoting outside the site

Recently, there has been an increase in accounts being blocked due to link removal due to off-site sales. Although Amazon allows sellers to use these incentive policies, the premise is that these incentives are open to specific Amazon products. Amazon's judgment of off-site sales violations does not lie in the size of the discount ratio or the number of orders released, but in whether you have artificially improved the ranking when doing discount activities.

1. Two-step URLs

Commonly known as keyword links, two-step URLs copy the search for specific keywords to induce buyers to purchase products through two-step URLs, as if they purchased the product through keyword search. For example: https://www.amazon.com/s?k= (then the keyword). Such off-site promotion links help improve keyword rankings.

2. Super URLs

It is a way to link directly to an Amazon product page listing by creating a URL that copies specific parameters. These parameters are designed to show Amazon the exact source of the click, attribute the sales volume of off-site traffic to the sales volume of organic traffic, and help improve the ranking of the listing.

4. Treasure hunts

The official text is: Basically this is where they advertise/stock items for a limited time at a great price. Customers come in for one thing and leave with something completely different. That is, they promote products at a preferential price within a certain period of time, and then give buyers other products. Just like Taobao fake orders, many fake order sellers will create a product link and then give it away for free in the form of promotion to increase sales.

5. Search-find-buy

It is also a violation to guide buyers outside the site to enter the keywords required for the product in the search bar, find the buyer's listing on the result page, and purchase the product. For example, you promote your own products on social media, but do not directly provide links. Instead, you tell buyers how to find and purchase your products through the search function on Amazon; or tell buyers through emails or after-sales cards how to find and purchase your products through search. These are all violations. Simply put, the point at which Amazon determines that it is a violation to release volume outside the site is not the size of the discount ratio or the number of orders released, but whether there is any artificial way to improve the ranking when you are doing discount activities. If it is just a simple release of volume, and the ranking is improved by increasing sales and conversion rate, it is not a violation.

Illegal discount behavior

Illegal discount behavior mainly refers to the behavior of manipulating search rankings by using discounts to attract consumers to the site to complete purchases without any signs of discount promotions on the Amazon site. The blocked sellers may have improper operations when attracting traffic from outside the site, such as rebates, cashback, 100% off, etc.

Amazon’s off-site traffic diversion method

Amazon's official brand traffic reward program, in simple terms, encourages sellers to set up attribution through the Amazon backend and use off-site promotion (non-Amazon marketing activities) to drive traffic to the store. Amazon will return 10% of the generated orders to the brand. Judging from the official new program, Amazon encourages sellers to promote product discounts, coupons, deals and other activities in off-site channels to boost sales.

The discount price displayed on Amazon is the same as that on external independent sites (assuming both are 30% discounts). Buyers can click the discount button on the independent site to jump to the Amazon platform to purchase. This is the off-site traffic diversion method recommended by Amazon.