Useful Information | How to operate Amazon’s golden period of new product traffic so as not to waste it?

Amazon has always been "light on stores, heavy on products", especially for new products, there is always a period of traffic support to help the product grow.

Generally speaking, the first three months are the period of traffic support for new products , and the first two months have relatively more traffic, especially the first two weeks are the golden week with the most concentrated traffic, which is also the key period for sellers to focus on operations. Amazon will still increase or decrease the traffic in a gradient manner according to the performance of the product in the later stage.

Some sellers wonder why there are no new orders after one or two orders for a new product. The reason is that when you place the first order, Amazon supports you with 100 traffic , and when you place the second order, it immediately gives you 500 traffic. However, at that time, the seller’s traffic is all invalid and has not been converted into orders. At this time, Amazon will immediately cut the traffic of this product in half to 50.

Next, if the product performs worse, less traffic will be allocated to it. On the contrary, if your traffic is efficiently converted into orders, the corresponding traffic will be higher.

It should be noted that a stable listing of new products is helpful for new stores to maintain activity, but unoptimized products should not be listed easily, as this is a serious waste of new product traffic given by Amazon. 10 a.m. and 4 p.m. China time are the time nodes for Amazon to promote new products, so products should be listed at these two time points.

After carefully determining a product to be created, it is crucial to make good use of this golden period of traffic to incubate new products. Since Amazon initially attracts traffic to new products, sellers should take advantage of the situation and focus on the "traffic + optimization" model. Only when all links are close to perfection can a successful listing be created .

Listing optimization is the first step to launch a new product

Key points of new product title:

1. Title weight: decreasing from left to right

2. Title layout: core keywords first, brand in the middle, selling points at the end

3. Title character count: 80-120 characters suitable for PC and mobile phones

4. Note on the title: embed 2-3 core keywords

Title formula:

[Brand] + [Series Name] + [Model Name] + [Product] + "Attached" [ Unique Information * (If you don't have it, leave it blank)] + ([Color], [Quantity (If you don't have it, leave it blank])

Key points of new product search terms:

1. Write 100-200 more in the early stage and gradually reduce them in the later stage

2. Methods for obtaining keywords: AM search box drop-down, GG search box drop-down, keyword tool Google andwords, Zi Niao can capture the opponent's keywords

3. Hide keywords to avoid competition. Some big sellers will bury a lot of invisible keywords in their listings. The benefits of doing this are: first, it increases the chance of their products being searched; second, it keeps a clean and tidy listing interface to give customers a good impression.

Note: After uploading, you should check the overall effect on your mobile phone. Beautiful layout will make customers want to buy.

New product launch 5 selling points:

1. Write out the biggest selling point of the product, maximize the advantages and stimulate the desire to buy

2. State the differentiated features of other products on the market and highlight the competitive advantages

3. Write down the customer’s psychology and expectations (obtained from QA and review)

4. Scope of application of the product

5. Product quality assurance to ensure no worries

Image Improvement Program

Amazon A9 will grab the listing based on the parameters and display it to the corresponding buyers. Generally speaking, try to fill in as much detail as possible. The copy of a new product should cover product features, product parameters, and product introduction (brand story). Sellers with A+ pages should pay attention to high-definition scene pictures with both text and pictures. Optimized A+ pages can increase conversion rates by 40%.

New product pricing plan

Low price to increase sales

The early price of new products can be set lower after ensuring the cost, minus the FBA shipping fee and platform commission, as well as the first-leg shipping fee (calculated based on the general first-leg average price, do not make a difference because one batch is shipped by air and the next batch is shipped by sea). You can first use a low price to compete with competing products to open up the market and increase sales. After sales are stable and some reviews and rankings are accumulated, the price can be increased in a spiral of 1 to 2 US dollars, of course, on the premise that the golden shopping cart is not lost.

Activity Price

Multi-attribute products must have a best-selling color as the lead price and each product must create a price discount effect by creating a 60%-70% price difference between your price and the sales price. The time should not be too short and can be set to about one year.

Although low prices can attract traffic appropriately, product prices are for reference only, because different product price ranges have their own customer groups. Generally, plus or minus 3-5 US dollars is normal. Price plus the seller's differentiated operations and services to stagger competition also have their own market. For example, variant colors or gifts are all highlights of the product.

Category placement

Large categories have traffic but also fierce competition and low conversion rates, while small categories have small traffic but are accurate and have high conversion rates. The best solution to the dilemma of which category to put is to divide it by time. During the new product period, it is recommended that sellers expand the category to allow new products to be exposed and gain more traffic.

If the sales volume reaches a certain level in the later stage, you can put it in a small category. If you cannot change it, you can ask the platform customer service for help. Maybe in this small category, based on the early traffic and conversion, the product can be among the top five in the small category, or even the BSR.

Associated traffic

By associating a high-traffic product, you can get more exposure. For new products, you can use the store's mature high-traffic products to drive them. Many methods of brushing orders on the market are based on associating high-traffic products with products purchased at the same time .

Of course, fake orders are expensive, so the safest way for sellers is to promote two or three products that are closely connected, such as buy A and get B free, or buy A and B together and get a 50% discount. However, this operation is more suitable for a vertical category, such as yoga mats and towels.

CPC Creation

Listing traffic mainly consists of search traffic, associated traffic, advertising traffic and off-site traffic. If the seller's monthly sales are less than 300,000 US dollars , it is recommended not to generate off-site traffic.

The role of advertising traffic in on-site traffic cannot be underestimated in the creation of new products. Generally speaking, the completeness of new product listings in the early stage reaches more than 90%, including pictures, titles, five-point descriptions, page details, A+ pages, etc., and FBA goods are also on the way. At this time, you can turn on automatic CPC advertising to run data.

When running words, you can make a table like this

Generally, after running automatic advertising for 1 to 2 weeks , you can download the background CPC data to set up manual advertising. In addition, before FBA is put on the shelves, sellers should organize the key precise matching and broad matching keywords.

Core traffic words and core conversion words work together. This is necessary for both on-site SEO and CPC, because Amazon has two ranking mechanisms, one is keyword ranking, and traffic will naturally increase if the keyword ranking is high. The other is Sale Ranking, which is a real-time ranking made by Amazon based on sales. There is a difference between traffic words with high clicks and words that actually get purchased, so they need to be used together.

Review

Of course, high-quality reviews are essential. Generally, you can start sending out new products for testing safely and skillfully after they are launched, and leave reviews in the 2nd to 3rd week.

Incentives from in-site letters or gift incentives: Double incentives of discounts + gifts are both good ways to increase reviews, such as giving away weight loss books with an electronic scale, giving away recipes with a rice cooker, etc.

Number of QA

Compared with reviews, many sellers will ignore QA. In fact, QA also has weight. In addition to solving customer questions, QA will also improve the keyword ranking of the listing. New products must complete at least 6 QA within 1 month , and the core issues discussed by the product should be pinned to the top by likes.

Let’s take a look at how Amazon includes keywords in QA. Enter the keyword “bag” in the search box, and all questions and answers in this listing containing the keyword “bag” will be displayed.