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With the rise of cross-border e-commerce, Amazon, as the world's largest e-commerce platform, is naturally sought after by sellers! In this platform where everyone wants to get a piece of the pie, sellers who want to stand out must rely on solid operations and high-quality resources! As the saying goes, everything is difficult at the beginning, and this is also true for Amazon! Many sellers do not do well in the early stage of new products, which makes the later operation or maintenance very difficult and ineffective! So how can we seize the golden opportunity of Amazon's new traffic support during the new product promotion period? Today, I will explain to you the 5 general steps of Amazon new product promotion: Before launching a new product, you must do a good job of market research, including the market capacity of the product, prices of peers, reviews, sales, selling points and pain points of peer products, etc. At the same time, you must also fully understand your own product selling points, pain points, and entry points. This will allow us to better design our product pictures and listing copy to create the ultimate listing. Then we formulate sales plans and stock replenishment plans, set promotion rhythms and sales targets. The first batch of goods is usually shipped by air, and the first batch of quantity is usually prepared for 40 days of sales. For products that are sure to be popular, we will also send a batch of goods by sea. For products that are not so sure, we will wait for half a month after the first batch of goods is launched and sales will increase before sending another batch of goods by air, and at the same time send a batch of goods by sea. Products with good quality in the first week of FBA listing can join the VINE Voice and Early Reviewer Programs before the products are listed. If you are not confident in the quality, you must not do these two. Start adding QA every day on the first day after the product is put on the shelves. In the early stage, the traffic is small, so 1-2 QA are added every day. The core keywords of the product are embedded in the QA content to increase the keyword weight. About 10 QA are completed within a week. On the first day of sale, find high-quality buyer accounts to leave direct reviews, and the number of direct reviews should not exceed 5. After the direct reviews are displayed, open manual precision advertising for core keywords, and find Internet celebrities to share product links to increase listing traffic. Turn on automatic advertising. At this time, the automatic advertising bidding setting is lower than the recommended bid. There are few reviews. Without VP, it is not suitable to bid high to compete for traffic. If you can't compete, you will only waste high advertising fees. You can get orders with low bids, and it can also help us run many customers to search for keywords. In the second week of FBA listing, we arranged reviews in an orderly manner, started manual and automatic advertising, and added QA every day. We completed 20 QA in a week, 2-3 QA every day. We started arranging reviews on the 8th day of sales, and completed 15 VPs within two weeks of listing. Reviews include videos, pictures, and pure text reviews. Enable manual precision, phrase, and broad advertising. Enable an automatic ad at the same time. The bid of this automatic ad is higher than the first automatic ad, and negative keywords are added in advance. Like the reviews with good quality. If there are any negative reviews, deal with them immediately, and make sure there are no negative reviews on the homepage at least. It is best if there are no negative reviews in the previous month. In the third week of FBA listing, we increased advertising investment, adjusted advertising, continued to arrange reviews, and accelerated the review speed, but the review retention rate should not exceed 20%. We completed 40 reviews within this week. We continued to increase QA every day, liked important QA, and stepped on QA that was not conducive to our buyers' responses. Increase advertising investment, and stop advertising that performs poorly and has ACOS that seriously exceeds the standard (exceeds gross profit margin by more than 20%). For ads that exceed gross profit margin by less than 20%, you can manually intervene to increase CTR and conversion rate, and then observe the situation. In the second week, turn on manual precision, phrase, and broad modes for the same keyword at the same time. This week, see which one or two perform better, and turn off the poorly performing ones. If the performance is good and the ACOS is lower than the gross profit margin, then keep them and continue to observe. Increase the advertising budget for the best-performing ad groups. Download the ad report, sort out the customer search terms that perform well in automatic ads, manual precision, and manual phrases, and create a new ad group. Manual precision is more appropriate at this time. Sort out the inaccurate words in the ad report, and do the negation of each ad, preferably accurate negation. Select suitable ASINs of competing products and related products, select suitable ASINs from the ad report, and advertise the products. Pay attention to the ranking of listing categories, natural search rankings of core keywords, price changes of competitors, promotions, etc. Report flash sales in the Amazon backend. At this time, you can get the One New Release logo. If the promotion efforts are in place, you can get this logo in the second week. In the fourth week of FBA listing, we continued to arrange reviews for the hot-selling products outside the site, breaking the 60 VP review mark. Like high-quality reviews and ensure that there are no negative reviews on the homepage. Maintain a review star rating of 4.5 or above. Respond to buyer QA questions in a timely manner. Analyze the negative reviews, improve and upgrade product quality, and improve product descriptions. Participate in flash sales, increase listing traffic and conversion rate before flash sales. Stabilize ranking after flash sales. Perform off-site promotion, off-site deals, celebrity promotion, video website promotion, and social website promotion. Keep an eye on listing rankings and core keyword organic search rankings every day, and keep core keyword organic search rankings on the homepage. Pay attention to competitor dynamics. Control advertising ACOS. Except for flash sales and off-site promotions, reduce advertising bids and budgets at other times. Turn off all ads with ACOS values greater than or equal to gross profit margins, and only keep profitable ads. If the core keyword ACOS is higher than the gross profit margin, check the listing quality.
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