Recently many people have reported that their products had previously ranked well, but suddenly received a few negative reviews, causing their rankings to drop and showing a trend of not being able to sell well. In fact, many people have encountered this situation before. Some products have gradually gone from being hot-selling to slow-selling and are even likely to become unsalable. Today we will analyze the reasons for the decline in sales and how to deal with it?
Reasons for the decline in sales:
1. The account itself was punished by the Amazon platform and its rights were downgraded, resulting in a drop in the ranking of popular products;
2. The life cycle of hot-selling products has reached the end and the market is saturated;
3. Failure to continuously optimize products, resulting in changes in trending keywords and failure to update them to their products in a timely manner;
4. Due to the increase in sales, the number of negative reviews, refunds, and A-to-Z of products increased in a short period of time;
5. The delivery of self-delivered products is not timely, the inventory of products shipped by FBA is insufficient, and the products are out of stock, etc.;
6. The competitor’s sales volume increased and it occupied the top ranking.
Let's think about solutions or prevention methods for these phenomena one by one:
1. See how much impact the negative reviews have on your product, and look at the ad click-through rate and ad conversion rate before these negative reviews. If your price advantage is obvious and these negative reviews don’t have a big impact, then advertising should also be able to accelerate sales. (It is also recommended to write a sincere email to previous customers, urging them to give positive reviews, to see if you can dilute some of the negative reviews)
2. Perform the most detailed listing optimization. Only an excellent listing details page can attract consumers, convert them into orders, and drive the sales of the store. (The inventory of this listing can either be sold directly at a reduced price to a level acceptable to customers to increase conversion rate, boost rankings and drive sales. Coupons, buy one get one free codes, bundled discounts and other in-site activities can also be set up on the site to pull back sales as much as possible. Alternatively, it can be sold directly off-site at a super low discount, and then a new listing with an improved version of the new product can be added.
3. During the operation, in addition to optimizing and adjusting your own products, you should also pay close attention to the actions of your competitors. Sales Rank changes should be a must-do item in your daily work. Whether your product ranking is rising or falling, whether the ranking of the competitor is rising or falling, and the possible factors behind the ranking changes should be carefully considered and countermeasures should be taken. If the sales of a hot-selling product decline, in addition to product quality control and customer service communication, it is necessary to appropriately place in-site advertisements and increase off-site traffic to boost sales, so as to avoid a downward trend, and then it will be too late to recover.
4. Set competitive prices. Choosing the right source of goods, the right logistics method, and the right cost structure will help you avoid being beaten passively in the competition. When setting prices, sellers must be able to compare horizontally with competitors and have more advantages than competitors.
5. For products shipped by yourself, you must ensure timely delivery and correct tracking numbers . For some products sold at ultra-low prices, if there is no tracking number, you do not need to fill in the tracking number, but you must not fill in a number at random (if the number you fill in at random happens to be a valid number that has been used, the Amazon system will detect it and determine it as premature delivery. Amazon's handling of premature delivery is much more serious than not filling in the order number). For products shipped by FBA, you must make a good sales forecast and have sufficient stock in the FBA warehouse. Out of stock in the middle of the process will have a great impact on the product ranking.
6. Encourage and guide customers to leave reviews. By guiding and encouraging customers to leave reviews through after-sales service cards and thank-you letters, the product review rate will be improved to a certain extent, which will greatly help your own operations and promote sales growth.
In addition to the above one-to-one processing methods, it is also very important that we need to prepare for a rainy day:
1. FBA, FBM, VE, sponsored products, AMS, Google adwords, Twitter promotion, FB promotion. Expand more off-site promotion channels to attract customers. Sellers who have used these methods now have good sales.
2. Stabilize the inventory of hot-selling products. The inventory of hot-selling products should neither be shipped in large quantities blindly nor be allowed to be out of stock. Out of stock is the first pain point of doing business on Amazon. It is equivalent to hanging US dollars in front of you but you can't reach it, making you anxious and angry, beating your chest and stamping your feet. Therefore, you must make inventory warnings for FBA hot-selling products. If the number of days that can be sold is less than or equal to the number of days required for your stocking plus logistics and Amazon, you must immediately start the fastest replenishment mode.
3. Prevent the influence of negative reviews. We all know that buyers on Amazon don’t like to leave positive reviews when they receive satisfactory products, but once they are dissatisfied with the product quality, they will definitely leave negative reviews. So we often find that a new product is selling well in the process, so we restock a lot of it, and before a positive review comes, we will give it a boost! If a negative review comes, it will not sell well, and your sales in the next few days will definitely be terrible. So we usually ask everyone to keep the habit of asking for feedback and give your listing a few reviews from time to time to resist the unpredictable risk of negative reviews in the future.
4. Keep new products on the shelves. Many people have suffered losses in this regard. After creating one or two hot-selling products, there is basically no need to worry about daily sales in the short term. However, putting all your eggs in one basket is a behavior that we all know is very dangerous. If the egg breaks one day, you will cry, and the period of starting over again may be more difficult than the beginning.
Therefore, I still recommend that you keep updating new products at irregular intervals every month. You don’t have to release 1-2 more products a week. Just be prepared to eliminate half of the products you put on the shelves this month if you can’t produce them next month. This way, our operations will be like a flowing stream, maintaining a constant source of fresh water, and we will be able to take more initiative on the road to Amazon.
