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As an excellent Amazon operator, you need to invest a lot of energy and time in the early stage, and constantly explore operational methods to achieve your own or your boss's expected sales targets. Only in the middle and late stages can you form your own fixed methods and routines, and continuously improve your workload and work efficiency.
Today I will share with you in detail what an operations staff member does every day. Newbies can apply it directly and adjust it according to their actual situation; veterans can review it to see if they have carried out refined operations, which aspects can be improved, and which aspects I have not mentioned. Welcome to discuss. The content involved in the operation is relatively complex. This article only lists the work items and briefly introduces them. The operation methods of specific knowledge points will be expanded in other articles. Because for topics like CPC advertising, a strategy needs to be inserted into thousands of words, which will destroy the overall logic. Everyone should have a concept first, know what to do first, and then slowly enrich their own operation knowledge system. Likewise, this article will also share a table I made myself, which you can use directly after making some adjustments. Now let’s get into the main text. First, we need to define what makes a good Amazon operations staff. Fundamentally, whether you are your own boss or work for a company, the ultimate goal of operations personnel is to continuously increase product sales and profits and ultimately achieve the established profit targets. Most Amazon operators are all-round players who are proficient in account security, product selection, operations and logistics, because these are all closely linked and together affect the final result. Now let’s start with a new product that is about to be launched. Preparation work before launching new products 1. Product preparation
In the early stage of testing, you can use the neutral packaging provided by the manufacturer, but it is better to buy stickers to put your own brand on it, which is very helpful to prevent copycat sales and improve customer experience. In the later stage, you can directly buy packaging with a printed logo, and you also need to purchase samples of the packaging box in advance to confirm the quality. The manual can be confirmed whether to be re-translated and re-printed according to the actual situation provided by the manufacturer.
2. Listing creation
Pricing is adjusted according to different stages of operation. In the early stage, in order to grab traffic, the price is lower than the market price, which leads to low profits or losses. This is normal. Don't worry too much. It will be adjusted to a reasonable range later. You can use Keepa software to analyze the price stage of competitors as a basis for pricing.
The listing page is the foundation of operation. Without excellent or qualified listings, no matter how good the operation skills are, they will be useless.
3. Evaluation
Multiple compliance methods are operated simultaneously, and evaluation resources are frequently sought. The time for leaving reviews is spread out. There must be a certain order volume, and safe review leaving methods are strictly followed. Some items can be added to the shopping cart and purchased a few days later. 1. Category selection
Determine the major categories and subcategories of the products to avoid the loss of previous sales data due to category adjustments after listing.
2. Backstage transfer to FBA
Transfer to FBA and arrange delivery
3. Urge to put the product on the shelves
When the product arrives at the FBA warehouse, open a case in time to request immediate listing
The first month of new product launch This month's operational goals: attract traffic and improve rankings
Amazon will give a lot of in-site traffic to new products during the traffic period. Everyone must grasp the traffic period of the first month when the new product is launched.
1. Week 1
This week's operational tasks: attract traffic, so that new products have a certain amount of views, clicks and conversion rates (1) set up discount tags, coupons and promotions, and display them on the front page (2) set up Giveaway activities. In addition to setting prizes, set discounts for those who did not win the prizes (3) enable CPC advertising, enable automatic broad matching, increase product exposure, and increase the frequency of product appearance on the search page by optimizing keywords;
After the ad has run for a few days, download the report, pay attention to the display volume, click volume and conversion rate, and select the key words for manual expansion; adjust the budget and bidding product positioning, and continuously optimize through report data.
(4) Reviewer evaluation: Upload at least 1 high-quality review with video or picture, and click helpful to move to the first place.
When there are no reviews in the early days, you need to use legal methods to accumulate reviews. The specific methods have been shared in detail before, and I will list them here again: Early Reviewer Program, Amazon TOP Reviewer, paid influencers, Facebook groups, social platforms, etc.
(5) Q&A
You can now use the negative reviews collected when selecting products to ask questions about the negative reviews. You can also ask questions about sellers that you are interested in. Use your own seller account and other buyer accounts to reply, and also push some high-quality questions and answers to the top. Spread out the time for QA just like for review, and don't post all of them at once.
(6) Listing optimization: Extract the core words with high exposure and high conversion through the advertising data report, and optimize them into the title, five bullet points, and description of the listing. The following review and QA can also be embedded with words. Other words that come out are filled into the root search term. (7) Feedback
Leave at least one Feedback
(8) Association operation: combine your own products with related products to bind traffic and purchase to form related traffic (9) Off-site traffic diversion: promote products through off-site deals posting, off-site professional forums, internet celebrities, bloggers, etc.
2. Week 2
This week’s operational tasks: Continue to increase traffic and advertising, improve conversion rate (1) Accumulate reviews
In addition to continuing to use the methods mentioned above, you can continue to offer discounts outside the site to increase reviews. You can also urge reviews for organic orders that appeared last week. (2) Optimize ads and enable manual broad matching. Put core keywords into the ad data to check the keyword rankings. Try to set a higher budget in the early stage to expose the product and use some long-tail keywords.
Download the weekly advertising report, and adjust and optimize the CPC data of the first week in combination with the listing. (3) Set up a Giveaway event. Set up an event for 2-3 products in the second week, and put a discount on the products that did not win.
(4) Application for BD/LD After two weeks of sales data accumulation, there is a chance that LD will appear in the background. If so, apply for LD in a timely manner. BD needs to be approved by the investment manager. Sellers with investment managers must communicate and apply. BD is a very effective tool for promoting new products.
(5) Add Wishlist
Sellers who meet the conditions can find a service provider to perform the Add to Wishlist operation
3. Week 3 and Week 4
Two-week operation tasks: Increase the promotion efforts on and off the site, enter the fast lane of sales, continue to increase reviews, QA, off-site deals, adjust and optimize CPC 2-3 months after new product launch Operational tasks at this stage: Stabilize ranking
1. Continue to increase reviews, feedback, QA, off-site deals, and adjust and optimize CPC
2. Inventory management: Pay attention to the inventory situation in a timely manner, and try to avoid the situation of being out of stock or out of stock. If out of stock is about to occur, replenish the goods in batches by air or sea transportation in time.
3.BD/LD: Actively participate in BD/LD activities
4. Arrange influencer promotion to test the effect
5. Follow up on customer reviews: delete negative feedback in time; communicate negative reviews in time, and if you can’t delete them, find ways to increase positive reviews
6. Pay attention to product feedback: If there are too many negative reviews or returns, you need to reflect on product quality issues in a timely manner; if the product sales are still very little or non-existent after the above operations, it can be basically determined that the product selection has failed, clear the inventory as soon as possible, and select the next product at the same time.
Operational work after product maturity When a new product matures, your store may copy multiple products. So at this stage, what is the daily work of the operator?
1. Analyze the background data
I usually do data analysis in the morning, when my mind is clearer. Traffic data, sales data, advertising data, etc. must all be analyzed. We must maintain sensitivity to background data, as the increase or decrease of data is closely related to the sales and operation of the store.
2. Handle emails and follow up on negative customer reviews Check emails promptly to see if there are any customer after-sales issues, count product reviews and feedback, and update product ratings in a timely manner. If you encounter a negative review, first evaluate the reason for the negative review, whether it is a prank by a peer, a product quality issue, or the buyer is simply in a bad mood. If it is a product issue, communicate with the customer in a timely manner, re-send the product for free, and track the customer's receipt. Intimate customer service may allow customers to delete negative reviews, while improving the store's brand image and increasing repurchase rates.
3. Optimize CPC ads
Everyone knows that Amazon advertising is very expensive. We need to know not only how much money is spent every day, but also which products and words the money is spent on, which areas need to be adjusted because too much money is spent and no orders are received, which keywords have high CR and CTR and need to be put into phrase matching and precise matching, and which words need to be negated. These problems can be solved through advertising data report analysis.
Amazon cpc advertising data monitoring table:
4. Optimize your listing
Through the above store data and advertising data, we can embed the filtered keywords into Review, QA, product description, etc.
5. Reasonable inventory quantity for FBA delivery and replenishment can reduce the risk of out-of-stock and inventory backlog, and inventory data needs to be checked every day.
System inventory logic calculation formula:
, Prevent out-of-stock (inventory monitoring and replenishment:
Every product has a life cycle. In order to ensure the growth of profits every year, product selection is an eternal theme. All operators should have excellent product selection capabilities. The specific operation methods and tables for product selection have been written many times before on the official account, so I will not repeat them here. I believe that after working in operations for a long time, everyone will be able to find an operational idea that suits them!
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