No traffic without ads? Rival products have never advertised, but their rankings are steadily moving up. What's going on?

Many advertising training agencies exaggerate the effectiveness of advertising, saying that they are paying protection fees to Amazon and that there will be no orders without advertising. Is this true?

Are there any products in your category that can rush to the front without advertising?

Some people say that by checking the traffic of the ASIN of competitors that have been launched in the past year, they found that the competitor’s traffic is very small, but the key words are all ahead of it.

Their products have a lot of traffic, but the ranking of major keywords is not as good as theirs. The seller has never stopped advertising. The advertising effect was very good before, but the CPC has soared recently, and the advertising conversion is also poor, resulting in unsatisfactory ACOs.

Is this style of play common to you?

I said it's common because some of my friends operate in this way. They are big companies with extensive off-site resources, and most importantly, they have money!

On the surface, it may be the differentiation of product selection and pictures. How big is the impact? It is more about the difference in operation and promotion methods.

Seller friend 1:

It's just a swiping operation. I've worked for such a company before. They just swiped the ads online without any other promotion or advertising. Another important point is that the store is registered by a US company.

Seller friend 2:

I have come across this before; I never touch on-site advertising, and put all the promotion budget into attracting traffic to my own website, various celebrities, etc., and slowly accumulate my own traffic pool;

In the long run, it is actually a more advanced way of playing, suitable for sellers who have their own brand planning or vertical categories. Small sellers cannot play it or the progress cannot meet sales needs.

I can only say that these operating methods do exist, and the specific implementation requires you to try. The general direction is there, and the details need to be tried by sellers.