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Amazon sellers will find that since Amazon's algorithm was rectified, traffic and sales have dropped significantly. Little did they know that it was the "brother-in-law" who was "making trouble" and adjusting Amazon's search results. So what exactly has changed in the search results? Let's find out with Darkness Coming.
Take USB as an example, and look at the search result page: We’ve seen Amazon searches increasingly display sponsored products, Amazon brands, and recommended products instead of organic results until you scroll down and organic results appear after the various recommended products. We can see that the current Amazon search results homepage generally displays six aspects of content: 1. Advertising position Advertising position includes two parts: brand advertising position and product advertising position- Brand advertising space is mainly distributed in the head with 1 and 3 products, and the brand recommendation at the tail is generally 2~3 brand ads;
- Product advertising spaces are located at the head, middle, and end of the entire page. Generally, there will be 2 to 7 product advertisements, or more.
In the Amazon’s Choice column, there will generally be five products with the Amazon’s Choice logo. It is worth noting that in the past, there would only be one Amazon’s Choice mark for a search keyword, but now there are five. The products that appear in Amazon’s Choice not only correspond to different keywords, but also to different price ranges. 3. Editorial recommendations: A new column that appears in the search results . It generally recommends three products and is written by buyers registered with the Amazon Alliance or third-party organizations. Amazon selects articles and places them in the search results as shopping recommendations, providing sellers with high visibility and is not affected by changes in sales or reviews. However, this also puts many brands that are not recommended under greater competitive pressure. Generally, three to five products that are on discount promotion that day are recommended, and there is a special jump page to jump to the product display page participating in the discount. Today’s deals has a special label and is ranked high. 5.Top rated from our brandsTop rated The most popular products among customers are different from the previous ones that were simply ranked by product reviews. Amazon does not recommend products based on the number of reviews. Products have thousands of reviews and some have hundreds of reviews. There are only 5 listings with a rating of 4.1 stars or above. 6. Organic ranking products. The search results of organic rankings are displayed after Amazon’s Choice and Editorial recommendations . Some search results will have 4-5 star product recommendations or recommendations at the bottom based on the buyer’s search habits. Products that used to be on the first page of organic keyword rankings have been placed on the second page of keyword search, which is a good explanation for why your traffic sales have dropped significantly. In the past, the Amazon search results pages we saw were presented in a relatively regular manner: one product per line, a total of 16 lines, or 5 products per line, a total of several lines to display the search results with keywords. But now, when you change the keyword in Amazon search results, you may find that some modules disappear and other modules appear; even the search results for the same keyword may be different for the same person or different people; different addresses will also show different results, and different IPs will show different products at different time periods. "Thousands of faces for thousands of people" are being presented. After the adjustment, many sellers lost traffic to several sections. Although the search results show an unlimited number of products, buyers tend to only browse the top-ranked products. In view of this adjustment, how can customers discover products? How can brands launch new products? Sellers can only adjust their marketing and promotion focus to try to increase their sales. Here are some points to pay attention to: 1. Pay attention to the Amazon’s Choice label Amazon's Choice label is designed to facilitate buyers who make voice purchases through Amazon Alexa, so its display mode is almost one product for each keyword. Although the selection criteria of Amazon's Choice are still vague, the corresponding products of Amazon's Choice label will become more and more segmented in the future, not only keywords, but also different price ranges, and even different colors in the future. Based on the analysis of existing products with Amazon's Choice label, we can draw some key points of product selection for this label:- The product has a highly relevant keyword. Generally, if the competition is fierce, long-tail keywords are recommended.
- The product is well-reviewed among competing products for this long-tail keyword, with more than 85% of 4-5 star reviews.
- The products are moderately priced and competitive;
- Product return rates are 70% lower than competing products;
- The product is shipped by FBA. Note: Select a keyword with a good search volume, promote this keyword and do the above reviews, prices and return rates well, which is more beneficial for sellers to get Amazon's Choice.
2. Product reviews are displayed in different ways. The information in the Editorial recommendations column newly added to Amazon's search results is not provided directly by Amazon, but is product recommendation articles written by a third party. It provides reference information for potential buyers to choose from, thereby promoting purchases. To some extent, it can also be regarded as another form of display of reviews. In this part, sellers can try to find editors to recommend their products; they can find the corresponding blogs through the titles of some articles and the names of bloggers, and contact the bloggers to write product recommendations, but whether they will be selected depends on luck. There is room for operation, and it can also be used as a promotion channel outside the site. 3. Make good use of associated traffic . Amazon adopts a push-type shopping model. When a buyer searches and clicks on a listing, the search results page will be covered by the listing page. Similar products or products recommended by other buyers (to be bought together) will appear on the page for the buyer to choose from. So when a buyer enters another listing, the seller can use association to pull the buyer to his or her own products, but pay attention to price, pictures, and star ratings. Sellers can also place ads below competing products. The products they choose can be products with Amazon’s Choice that are ranked before their own products or products recommended in articles; they can be products that have star ratings or price advantages that are not as strong as their own. 4. Emphasis on brand power Amazon is increasingly focusing on brand power, further amplifying the brand influence on the platform and launching exclusive brand advertising space. For sellers who are resident on Amazon, it is important to pay attention to the brand influence, but it is not recommended for immature and low-profile sellers to run such advertising, which will only waste money. Brand building requires patience. Sellers may wish to promote their own brands through off-site channels first, so that your audience has a certain impression of your brand before conducting brand advertising promotion, which will be more effective. Amazon's adjustment has given new products more opportunities to a certain extent and reduced the homogeneity of search results. If sellers want to improve sales, they need to increase their on-site promotion efforts and make adjustments to their marketing plans.
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