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"I chased it, it ran away, and I couldn't escape even if I had wings." This can be said to be a vivid summary of the "love and hate" between sellers and advertising fees.
Recently, the news of Amazon's front-end page changes has been a hot topic, sparking heated discussions in the cross-border circle. Regarding the changes to the five-point folding and review star rating, sellers have to face the problem of possible increase in advertising costs . The crazy burning of advertising fees and the inability to keep up with the order volume have gradually become a headache for sellers. Recently, Amazon’s front page has been changed again, which may cause a further increase in sellers’ advertising budgets. Amazon front desk changes again It is learned that recently, a seller revealed that there have been changes in the Amazon front desk again, that is, the total number of views in the past month will be displayed below the star rating. ▲ The picture comes from Zhiwubuyan In response, sellers had different reactions: “I can roughly judge the traffic situation of my product page, and it seems to be OK.” "It's been there since before, and this should be the beginning of a gradual expansion of the scope. I'm tired." "It's becoming more and more like Temu. What has been changed recently?" “It seems that Amazon’s traffic has really dropped a lot. It feels like Amazon is gradually forcing sellers to lower prices in order to retain customers.” Some sellers also expressed doubts, "The front desk also needs to display the sales volume of the past month. Isn't it really crowded?" In fact, Amazon has shown that this is not a big problem. On the product details page, the sales volume and page views of the past month can not only be displayed at the same time, but there is even space to spare. ▲ The picture comes from Zhiwubuyan If both are displayed at the same time, there may be an embarrassing situation where the number of views is high but the sales volume is low. However, a seller in the member group revealed that the number of views and sales volume in the past month may not be displayed at the same time. If only one is displayed, it may be that the sales volume of the product this month is less than 50 . ▲ The picture comes from the member group In general, displaying the page views of the past month on the front page has both advantages and disadvantages for sellers. On the one hand, sellers can have an additional reference point to judge the traffic situation and adjust advertising and operation strategies in real time . On the other hand, the number of views shown on the front page in the past month is likely to become one of the criteria for customers to judge products, especially when the number of views is combined with sales, which will be more unfavorable to products with lower rankings . If sellers want to get more page views, they will probably need to spend more on advertising budget , and advertising costs may continue to increase. Some sellers also suggest that if you want to increase page views, you can consider doing an off-site ad once a month , and the data will look better.
Coincidentally, Amazon has also recently begun to vigorously promote off-site promotions, and it is hard not to wonder if there is any connection between the two. Amazon is working hard on advertising It is learned that Amazon announced on August 16 that it will expand "sponsored product" advertisements to third-party applications and websites such as Pinterest and BuzzFeed. Similar to how Sponsored Product ads work, these Sponsored Product ads will automatically appear when Amazon thinks a customer may be interested in a product based on the relevant pages, campaigns, and CPC parameters that the seller has established. Sponsored product ads are a type of Amazon pay-per-click (PPC) advertising that allows sellers to bid on specific keywords to get maximum exposure on Amazon or other websites. Amazon determines the fee advertisers pay for ads placed on its website or social media based on the number of clicks . The sponsored product ads are also likely to further intensify advertising competition among sellers, thereby further increasing advertising costs. In addition to the launch of sponsored product ads, Amazon also added a new SP ad slot on the detail page. Some sellers found that a new associated ad slot called "Save 15% or more" was added below "Frequently bought together" on the Amazon detail page. It is understood that both automatic ads and manual ads may appear in this ad space . However, this ad space cannot be obtained by placing SP ads. It needs to meet two additional conditions: " the product has been captured by the system at the list price " and " the current selling price is at least 15% lower than the list price " . Currently, the product categories with this ad space are only found in the electronics category. It is not clear whether the category range will be expanded in the future, and we will continue to pay attention to it. In general, Amazon’s recent adjustments are essentially aimed at improving the competitiveness of the platform, dispersing traffic to more sellers, and further expanding its own profitability. As the saying goes, " When faced with a move, you must counter it with a move, and when faced with a mountain, you must open a path." Sellers should adapt to the pace of platform changes as soon as possible and adjust their operating strategies in a timely manner. In this environment of intensified internal competition, products are king. Only by improving product competitiveness can sellers move forward better in the turbulent times.
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