28 essential Amazon operating knowledge and common problem response strategies

2. Malicious clicks on ads : Sellers do not need to worry too much about "malicious clicks" on ads, because the search algorithm of the Amazon platform can accurately count user behavior and purchasing habits. In order to help sellers increase product sales through reasonable payment, Amazon Advertising has made very clear instructions on the "Effective Paid Clicks" page: Amazon evaluates the effectiveness of each ad click through its own system, and will make the following judgments on each click. Generally, all advertising fees caused to sellers by invalid clicks will be removed within 3 days.

3. When should we do off-site traffic generation?

1. The traffic on the site has reached a relatively high level, and there is little room for improvement;

2. The conversion rate of product listing is higher than that of major competitors;

3. The overall rating of the product remains good, the inventory is sufficient, and there are few after-sales quality issues.

4. The goal of off-site promotion has been determined, whether it is to increase sales and ranking, or brand promotion, and there is a complete and continuous promotion plan

8. How to prevent account association? Clean computer, brand new network, clean registration information (different credit cards, billing addresses, phone numbers, email addresses, payment accounts, ID card information, etc.), account information (SKU , various templates, pictures , product information, etc. ) . Note: - The same set of information can be registered on different sites, using the same network and computer, but be careful about "joint responsibility". If a site has a problem and the account is closed, other sites can also be easily implicated. - If account A dies, register a new account B to follow the listing of account A. The proportion of following sales should not exceed 30% , otherwise there is a high risk of association.

9. Why is there no best seller rank in the listing ?

1. The product has no sales and has never been sold;

2. The node or category has just been modified, less than 96 hours have passed, or the node or category has been modified recently, and the system needs time to recalculate the ranking

3. If the system fails to capture the ranking, it will be re-captured and updated every 96 hours.

4. Others, such as category reasons

13. Factors that influence Amazon product search rankings :

Sales volume: directly affects Amazon’s sales deduction points. The higher the sales volume, the higher the ranking.

Positive review rate: Amazon focuses on the user reputation of products and has its own star rating;

Performance: This includes many aspects, such as buyer feedback, refund rate, order defect rate, etc.

The higher the combined score of sales volume, favorable comment rate and performance index, the higher the search ranking

14. How to choose keywords? You can refer to the following methods:

1. Amazon search box associated words

2. Automatic keyword recommendations for pay-per-click advertising

3. Find the most frequently used words in the titles of the top 5 similar products

4. Others, such as borrowing relevant software tips, Amazon's new regulations stipulate that the number of words for keywords is limited: less than 200 bytes for India, 500 bytes for Japan, and 250 bytes for markets other than China. Be sure not to exceed this limit when filling in

15. Being copied or losing the gold shopping cart;

2. Received negative reviews, and conversion rate decreased;

3. Products in off-season and peak season;

4. The flash sale just ended;

5. PPC effect becomes worse;

6. The keyword weight decreases and the ranking drops;

7. Your competitors grow, their prices are much lower than yours, and Amazon cuts them off

16. Amazon's commission discounts: Sales commission discounts are limited-time offers designed to help you publish best-selling products at competitive prices and deliver them to Amazon buyers in a convenient way. You can find commission discount opportunities through the commission discount page, pricing assistant, manage inventory, and sales coach. Amazon currently offers three types of sales commission discounts:

Product price related: Get discounts by making product prices more competitive.

Product selection related: Get discounts by increasing product selection.

Prime related: Get discounts by increasing the selection of Prime products. Sellers can search for Fee discounts directly to see if they have obtained commission discount opportunities.

23. Why does the Add-on Item logo appear? The Add-On Program launched by Amazon in the United States allows customers to purchase items that were previously only sold in bulk. Generally speaking, such products are small and cheap products, such as nail clippers, toilet paper, light bulbs, soap, etc. Add-on products can be purchased at the same time as other products, or only Add-on products can be purchased, as long as the total amount (including Add-On products) exceeds US$ 25 . If there is an Add-on Item icon, it means that this product belongs to the Add-on Program . Raising the price is the most effective way to remove this logo.

24. Does the listing need to be optimized frequently? Frequent listing optimization will break the inherent stability of the listing . After each optimization and adjustment of the listing , the weights of the listing will be re-entered into the Amazon system for sorting. High frequency of optimization will lead to poor listing stability, lower rankings, and loss of shopping carts. When a product has sales and sales are growing steadily, it means that the listing has performed well. The listing may not be perfect at this time, but it is enough to show an upward trend in many search results. At this time, except for errors in the information filled in by the nature of a hard defect, there is no need to make adjustments at will, unless there is sufficient data to support the need for modification.

25. Amazon's five major lists: Best Sellers : The best-selling products, updated every hour; Hot New Releases : A list of popular new products based on product sales, updated every hour, which can predict the next hot-selling product and trend; Movers and Shakers : Products with the fastest growth in category rankings, reflecting the products with the fastest growth in the same category within 1 day. Through it, you can find out which products have greater potential; Most Gifted : It is mainly aimed at products suitable for holiday gifts. If your product has gift or holiday elements, you can prepare stocks more specifically before the holiday; Wish Lists : Wish lists, products that consumers like but do not buy immediately due to various factors

26. The role of category review: Category review is a policy officially introduced by Amazon to ensure that customers can have a high-quality shopping experience. On the one hand, Amazon needs to expand the number of products on the website and increase the variety of products to provide users with more choices. On the other hand, in order to allow users to buy reliable products and enjoy high-quality services, Amazon not only closely monitors existing sellers but also conducts strict reviews on products uploaded by new sellers to prevent market concerns about product safety, quality, brand or import and export restrictions. The entrance to check whether a product needs category review: Backstage homepage Help - Search Approval - Click Categories and Products Requiring Approval - Select a category