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How can Amazon’s new and old listings work together to increase sales? I hope this can help sellers. New listings have certain traffic support and have the opportunity to get new product labels. But everything starts from scratch, with 0 sales, and requires early training. Let’s compare it with the old listing. The advantages of old listings are that they have collection and sales data, and the keywords have more or less weight. Even if they drop to 0 over time, they can still be effective with a little cultivation. Disadvantages of old listings: no new product label, no traffic support. When the traffic of the listing declines, there are usually eight or nine orders a day, and a dozen orders a day, but it is difficult to break through fifty orders. This is also one of the bottlenecks of old listings. 2. Avoid targeting listings with increasing sales! 1. The old listing has good sales, so add new options to it Many sellers have had this idea: when a product listing sells well, they want to add other products to this listing, add main pictures, options, and details of other products. The SKU of Amazon products refers to the variable options such as size and color that buyers can choose when placing an order. Not only does each product have its own ID, but the SKU also has its own ID, and it may become a new ID due to adding or deleting options. When the SKU ID of a popular product changes, it will lose its original weight due to the change to a new ID, causing a drop in traffic. So under what circumstances will the SKU option change its ID? A: When you add, delete or change the variation variables of the original listing, the SKU ID will change, which will affect the weight of the original listing. (1) When the old listing is a single item: the color and size options were not originally variables. A. Adding color or size options separately will change the SKU ID and affect the weight; B. Adding color and size options at the same time will change the SKU ID and affect the weight; (2) Old listing: only the color option is variable A. Add a new color - the original SKU ID and weight remain unchanged; B. Adding size options will change the SKU ID and affect the weight; (3) Old listing: Only the size option is variable A. Add a new size - the ID and weight of the original SKU remain unchanged; B. Add color options - will change the SKU ID and affect the weight; (4) Old link: Color and size options are variables A. Add color or size options individually, or both at the same time - the original SKU ID remains unchanged; B. Do not delete the SKU option with the highest weight value in the old link - it will not affect the weight of the link; C. Once the SKU option with the highest weight is deleted - the weight value changes, and the search system recalculates new weights for other SKUs in the old links and re-ranks them. At this time, the ranking will be moved back due to the decrease in weight. From the above, we can see that adding a new type of variable option to an old listing, from scratch, will affect the weight of the link. 2. The old links have good sales and are replaced with new products when the season changes. Take a T-shirt store as an example. In the summer, short-sleeved T-shirts have been selling well. In the second half of the year, when the weather gradually turns cold, it is time to sell new long-sleeved shirts. Since summer is over and there is no need to sell short-sleeved shirts, can we delete the pictures of short-sleeved shirts and replace them with new long-sleeved shirts to continue selling? Considering the advantages of the old link alone, it is naturally excellent. However, long-sleeved T-shirts and short-sleeved T-shirts are different products. If you replace them in this way, the title, attributes, main picture, and details of the original product with reviews and sales will be almost completely replaced. The search system will immediately find out and downgrade it, not to mention where the new product support comes from! The same is true for replacing the old link with the SKU option. Adding a long-sleeved option to the old link, but there are not many visitors searching for long-sleeved ones, and deleting the original short-sleeved option will cause the number of visitors to this old link to drop sharply. 3. How should we find a breakthrough for old links that are gradually declining? Sometimes, the conversion rate of an old link drops due to a bad review. In this case, should we re-edit and optimize the original product or create a new link to focus on promotion? If the old link attracted bad reviews because of reporting a low-price activity, then the label of the link will basically be fixed on low-price consumers. At this time, it will be easier to promote if you delete the old link and create a new one. If the old link still has orders every day, continue to keep it, then take a new set of main and detail pictures in different styles to make a new link, and market the new link under the old link to achieve gradual transfer. 4. Extract the surplus value of old links: Before deleting the old link and creating a new one, we can also let the old link do one important thing, which is to test the main image and keywords for the new link. Because the old link has accumulated some weight, it not only costs less money to run an advertisement, but also can get more data than the new product link. Because the products of the old and new links are applicable to the same group of people and have similar prices, the data obtained can be completely referenced, and the data of the old link can pave the way for the optimization of the new link. Product optimization should not only focus on SKU, but also strengthen the quality and service of the product itself. Regardless of new or old links, the focus should still be on the main picture click-through rate of the link itself, detail conversion, after-sales maintenance, etc.
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