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How to deal with Amazon out of stock and how to remedy the situation? The most attractive thing about Amazon is that it is a fair platform. As long as your listing conversion rate is high, you will have the opportunity to rank ahead of the industry's big sellers. Amazon doesn't care whether you are a small or big seller. Amazon's ranking rules are very unique. When a third-party seller's product is out of stock, it is equivalent to sending a signal to the platform. Out of stock will make the platform think that the seller's supply capacity is not good, especially for sellers who have shipped FBA products. The platform has certain traffic support. If you are out of stock, it will show that there are no products for sale when buyers buy, which will make the platform slap itself in the face. If the number of out of stock increases, the platform will not want to provide traffic. Out of stock makes most sellers happy and worried. Out of stock means that the product is sold out, which also means that some original sales will be lost. However, out of stock can reduce losses through the following operational means: 1. Gradually increase the price of the product. As the price of the product increases, the number of people who buy it will decrease, thus slowing down the speed at which the product runs out of stock. 2. Reduce the in-site advertising budget. In-site advertising is an essential means of attracting traffic to the site. When a product is running out of stock, reducing the advertising budget can reduce some traffic sources, and the order volume will decrease accordingly. 3. Amazon actually has a 2-week grace period for out-of-stock situations. Even if the product is really out of stock, if it can be restocked within 2 weeks, it will not affect the ranking and weight of the product listing. After it is completely out of stock, you must make the listing currently unavailable, and you must not follow the FBM sales. If there are Amazon warehouse deals to follow at this time, you will end up spending money to buy it, because there are not many anyway. After the product is restocked within two weeks, you will see a magical phenomenon. The ranking of the product has not changed, and it may even be higher. The product advertisement will not be much different from before the out-of-stock situation. Everything can be efficiently connected with the situation before the out-of-stock situation. If you are lucky, you will find that it is even better than before the out-of-stock situation. Out of stock for more than two weeks Out of stock for more than two weeks, or even longer. In this case, the above tricks may not work, after all, it has been too long and the weight has been lost. If this is the case, it is recommended to re-create it as a new product and stop stimulating the old product. If you want to stimulate the old product, the sales volume needs to be several times that of the new product to be effective. The specific method is to first create a new listing that is exactly the same as the original listing, and then send the replenishment FBA directly to the new listing, and do not put the inventory on the old link again.
Then, after the goods are in the warehouse, a new and old merge variant will be created. The inventory of the old listing will be adjusted to zero directly, and it will not be displayed on the front desk, but the original Q&A and Reviews will be moved to the new listing. The last thing you need to do is to use the promotion methods of the previous new products to create this new listing. This approach not only takes advantage of the reviews and Q&A of previous listings, but also takes advantage of the promotion weight bonus during the new product period. It is much better than trying your best to stimulate an old product that is on the decline. Q: Why did your ranking drop after the stock was out of stock? A: After the product is out of stock, your sales weight accumulates slowly, while the sales weight of the products behind you is still accumulating. When their product weight exceeds your weight, your ranking will drop... Q: Why do some out-of-stock products not drop significantly in ranking? Or are they more durable? A: There are actually big differences in the number of orders for some categories of products. For example, for some products in the 3C category, if the first product has 1,000 orders per day, the second product may only have 200 orders. In this case, the first product can be out of stock for a long time because the weight accumulated in the past is too high. It will take many days for the latter to catch up. In the short term, as long as the restocking is timely, the ranking will still be stable... (Real case: I have seen a BSR hot-selling product out of stock for 13 days and still occupy the first place...66666) Q: Why do most products suffer great damage after being out of stock? A: This is the rule for every major category. The difference in the number of orders per day for products with average rankings is actually very small. Today you have 10 orders, and he has 8 orders. Tomorrow you have 8 orders, and he has 11 orders. If you are out of stock, it will take him a short time to surpass you, or even an immediate effect... When you replenish your stock, your ranking at that time will only be 2 orders or even 0 orders per day... You want to surpass him... How do you make up for this gap? Q: Why do most flash sales that do well skyrocket in rankings, but then plummet back to where they were before? A: If the flash sale is done well, the number of orders will increase, the conversion rate will increase, the sales authority will increase significantly, and the ranking will also rise sharply. However, after the flash sale ends, the current ranking will bring a lot of traffic, but the product itself is not enough to support the current traffic and cannot complete the same amount of conversion, resulting in a decrease in conversion rate and a sharp drop in ranking. This is not only a problem of sales weight accumulation, but also a dynamic balance relationship... Q: Why does the product ranking drop during the account review? A: During the review period, if the product is not available for sale, inactive is also equivalent to out of stock...no orders and no weight accumulation... |
