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1. The internal causes are as follows: 1. If you change the product node of a well-performing listing, that is, modify the category, the Amazon A9 algorithm will re-match the product keywords and your target customers, so the traffic will also change, some of which may get better or worse. (If you find that your product node does not match the product, modifying it to a node that suits your product will have a drainage effect, and vice versa) 2. If your product exposure rate becomes lower and lower, and the product ranking becomes lower and lower, this means that your exposure will continue to decrease, traffic will be lost, and order volume will also decrease. (Reason: Amazon also wants to make money. It gives you enough traffic, but you don’t have many orders. The natural traffic is tilted to the listings with better performance, and less is allocated to you.) 3. If you have received product complaints recently, Amazon will implicitly downgrade your listing . For example, my product was implicitly downgraded. The manifestations of implicit downgrade are: first, the number of orders decreased, the traffic decreased, and the BSR ranking decreased. Countermeasures: 1. Find the problem in the complaint, modify it immediately, file an appeal immediately, send an email to Amazon to assure them that you will not make the same mistake again, and perform some operations on the product, such as reducing the price of the product, increasing reviews , and increasing advertising bids to obtain more traffic. 4. Offer product discounts and giveaways. 5. Your account will be restored after your appeal is approved. Please wait patiently. 6. You have recently faked orders and reviews . Although Amazon has not pursued your case, it has demoted your account. (Reason: The buyer account you used is not secure, and Amazon will think you are manipulating the rankings) 7. Performance rating assessment is reduced, such as whether the email is replied in time, ODR , refund rate increase, etc. (If it is more than 24 hours, click on the spam first and then reply later. Do not reply all the time. Improve the product quality. If the return and exchange problems are mostly due to product quality problems) 8. Out of stock. The out of stock problem is actually the biggest killer of our sales. Out of stock will kill a hot product ( painful lesson). Therefore, in order to avoid this, when the peak season comes, sellers should calculate your recent sales, prepare 3-4 times the usual stock, and choose a more stable and fast logistics. Second, the external factors are as follows: 1. Lose the shopping cart, be copied by others, or have competitors put new models on the product page. (Solution: Crack down on copycat sales, find out why the shopping cart was snatched away, and open a case to handle it). 2. Add your Amazon Listing to be included in the Add-on Item . Add-on items are low-priced and cheap products. Solution: For products whose unit price is close to 10 USD, you may wish to slightly increase the price. According to actual tests, once the price exceeds the 10 USD mark, the Add-on Item logo will automatically disappear. 3. If your products are seasonal or holiday products Reason: Seasonal products will cause sales to become unstable as the seasons go by. Holiday products are consumables, so they are usually sold very well only during holidays, such as Halloween, Thanksgiving, and Christmas, which are more common holiday products. 4. Your product has recently received negative reviews, resulting in a decrease in the weight of the listing and a decrease in traffic. Solution: Add good reviews, modify bad reviews, send emails to talk to customers, and first find out why they gave you bad reviews (very important)
5. Is your product participating in flash sales in the near future? Flash sales by celebrities outside the site will increase traffic, but the traffic will return to its original state after the flash sales. Factors affecting the decline in orders: 1. Market demand We often say that a good choice needs to meet the needs of the market. This is easy to understand. If a product is produced that no one needs, then naturally no consumers will buy it. So why does the product suddenly fail to meet market demand? It may be because: 1. Products have obvious peak and off-seasons. For example, seasonal products and festive products have obvious peak and off-seasons. When the product enters the off-season, sales will drop significantly. Therefore, when sellers find that their product orders are showing a continuous decline, they need to see whether the product is in the off-season. 2. The product has strong competitors in the market. A product that meets the demand will quickly attract competitors. When your own product is surpassed by competitors in terms of function, or when competitors have an advantage in price, this will cause your product sales to be snatched away. For this reason, sellers can go to the front desk to check the relevant competitive products of their products. Factor 2 that affects the decline in orders: being copied and having your gold shopping cart stolen Sellers who have learned about the gold shopping cart should be aware that consumers who purchase products through the gold shopping cart, also known as the buybox, account for as high as 80% . If the gold shopping cart that originally belonged to you is snatched away by other competitors, then your order will definitely be snatched away as well. For this reason, when sellers find that their product sales have declined, they need to check whether their gold shopping cart is still in their hands. Factor 3 that affects the decline in orders: negative reviews on the listing Negative reviews are very harmful, and sellers should be fully aware of this. A negative review can easily take away potential orders on this listing. Many consumers see negative reviews when viewing products, and it is very easy for them to close the page and make a new selection. Therefore, when sellers find that their product sales have dropped, they can check whether there are negative reviews for this product. If so, they must deal with it in a timely manner. Factor 4: Decline in ranking and advertising offline When it comes to product sales on Amazon, traffic is a factor that directly affects sales, and factors that affect traffic include the natural ranking of keywords and in-site advertising on Amazon. Therefore, when sellers find that their product sales have dropped, they can go to the Amazon front desk to search for keywords to see if the ranking of their frequently ordered keywords has dropped, and check the advertising report on Amazon to see if the orders from the ads have dropped. If so, check whether there are changes in the display volume and display time of the ads. If so, you need to check in time what changes have occurred in your in-site ads that have led to a drop in orders. Not only did the store traffic decline, but many of the normal orders continued to decline. Everyone was confused about the unknown reasons, but the most important point is to grasp the principle of adjusting yourself to the changes in Amazon variants and algorithm rules. In addition to seasonal factors, it can also be analyzed from three other aspects: First, you can find the reason from your opponent. Because when the sales of competitors increase, it will easily lead to a decrease in our sales 1) Promotion is a very effective method. You can pay more attention to various advertising positions and channels on Amazon to see if your competitors have placed advertisements, and use advertisements to increase your store exposure and product orders. You can also consider doing some appropriate promotion based on your actual marketing expenses. 2) Search for your competitors’ brands or titles of some of their best-selling products on major social media platforms, and pay attention to whether your competitors have any recent advertising or promotional collaborations. 3) You can also use Amazon’s third-party product analysis tools to conduct a detailed analysis of the recent growth in reviews of your competitors’ products to see if they are using other operational methods, such as reviews, direct reviews, etc., to provide reference data for your own needs. The second point is to find the reasons within yourself. 1) In fact, Amazon is very similar to Taobao in China. Every buyer will browse the reviews of the product before purchasing, especially the negative reviews. Therefore, it is very necessary to check your details page from time to time to see if there are any negative reviews, or how many negative reviews there are. Furthermore, the sudden surge in the return rate also greatly affects the weight and conversion rate of the product. Sellers need to carefully analyze the reasons for each negative review, whether it is caused by quality problems, logistics problems or product description discrepancies. Specific problems need to be analyzed and optimized specifically. If it is maliciously hacked by someone, you can report the negative review issue through the official website or use other legitimate methods to cover the negative review. If it is really necessary, you can also consider asking the service provider to delete the negative review. . 2) You can still use third-party industry analysis tools to keep an eye on the recent hot-selling products in the industry, learn from others' advantages, upgrade your own products, and adjust your product selection according to the characteristics of hot-selling products. This is also a good method. Of course, you must also do your best to increase the number of customer reviews and star ratings, which will be of great help to the store. Finally, we can look at the problem from the perspective of the entire industry If the overall performance of the industry is on the rise, but your own store is not so good, you need to carefully analyze the recent average conversion rate of the top sellers in the industry and compare it with your own conversion rate. The gap in data indicators can clearly and intuitively tell you where the difference is and where the problem lies, and then you can improve and optimize based on your own situation. In the current era of fierce e-commerce, Amazon sellers cannot have a mentality of not caring about anything. In addition to operating their own stores, it is more important to pay more attention to the entire industry dynamics, their competitors, and Amazon's rule changes. Only in this way can they make relevant response plans to various problems in a timely manner, adjust themselves, optimize themselves, and then improve themselves. 1. Adjust the Listing when sales are stable If your product sales are performing well, do not change the category of the Listing . After changing the category of the product, the keywords, target users, and traffic will change, and your Listing will not be easily searched by customers. Do not suddenly change your product release category when the product sales are stable. Similarly, when the listing’s performance is stable, do not make any adjustments to it unless it involves product parameter issues. 2. The product is maliciously copied There are always some people who like to get up in the middle of the night to copy and sell your listing, and they can always quickly snatch your shopping cart, which makes you extremely disgusted. In order to prevent these sellers who like to steal the fruits of others' labor, you need to register a trademark for brand record, upload your own brand logo to Amazon, and prove that you are using the trademark. This is to prevent those thieves who follow the sale. 3. Ignoring the role of FBA Some sellers’ FBA will be out of stock, and when the second batch of FBA is put on the shelves, they find that sales are not as good as before. It is common sense that FBA is out of stock, but some sellers still forget to replenish the stock in time. It is recommended that everyone check the FBA inventory every day and make a plan for FBA out of stock. Some sellers think that FBA is expensive and use their own methods to ship goods. However, they do not know that the role of FBA is reflected in many aspects. Using FBA to ship goods will improve your Listing ranking and also increase your chances of grabbing the Buy Box . Sellers familiar with Amazon know that nearly 82% of Amazon's transactions are completed through the Buy Box , and sellers with the Buy Box have sales that are four times that of other sellers. In order to increase sales, third-party sellers have to do their best to compete for the Buy Box . When multiple stores sell a product, if your sales volume drops rapidly, it may be that your Buy Box has been taken away by someone else. 5. Your listing is merged with someone else’s The problem of listing merging occurred more frequently last year. Some people used "black technology" to bind their own products to your products as variants. After Amazon's severe crackdown and brand protection policy, the situation has improved greatly. However, Amazon likes to play rogue and merge the listings without your permission under your listing . When problems with your products occur in a concentrated manner and have a negative impact, Amazon will review your listing. Everyone should make adequate preparations before putting the product on the shelves to deal with Amazon's listing review. 7. Negative review issues The reviews you have worked so hard to accumulate, but a malicious attack on your product appears, which will instantly reduce your conversion rate. Another possibility is that your competitors maliciously slander you and push your malicious negative reviews to the homepage. Everyone should remember to pay attention to the situation in the lower left corner of the page every day. 8. Listing is included in Add-on Item Add-on Item is the most controversial mark on Amazon. It does not bring you direct conversions like Best Seller , but it will affect the sales of your listing . Amazon will not tell you when your product will be labeled or when it will be removed. 9. Product exposure decreases When sales suddenly drop, sellers can try searching for their own products. If they do not appear in the first few pages, then this is the reason for the drop. Check how your product is displayed on all ports and try to analyze the problems with your product sales as a customer. 10. Failure to respond to customer messages in a timely manner Amazon sellers cannot enjoy a full weekend. Customers may contact you at any time and anywhere. If you do not respond to the customer's message at this time, Amazon will record it, and the Contact Response Time score will be reduced, resulting in you not being able to grab the Buy Box . 11. Increased return rate Amazon will lower your listing’s ranking and reduce your traffic to prevent a poor customer experience if it determines your return rate is too high based on its own backend performance standards. In serious cases, it may even suspend sales of your listing . 12. ODR is higher than 1% ODR is an important performance indicator of Amazon seller accounts, and it cannot exceed 1% . Sellers should treat every claim or review carefully and correct any problems in a timely manner. Prevent the ODR value of your account from exceeding 1% , which will cause Amazon to suspend your sales. 13. Complaints about product quality and safety issues Safety issues are listed as the most dangerous in Amazon's audit. No matter how good a listing is, if there is a safety complaint, the store will be closed directly. It is recommended that everyone complete all the necessary certifications before putting their products on the shelves. Even if someone maliciously complains about you, you can provide evidence to the Amazon platform and your listing can be quickly restored to sales. |
