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With the end of Prime Day, big sales such as Black Friday and Cyber Monday are approaching. However, after experiencing the embarrassing situation of a sharp drop in traffic and sales after the big promotion, Amazon sellers couldn't help but have some traffic anxiety while preparing for the big promotion in the second half of the year: on the one hand, promotional activities on emerging platforms such as Temu have grabbed a lot of traffic; on the other hand, the battle for traffic within the site has become increasingly fierce, and sellers are struggling to find the "secret" to win this battle. At a time when data-driven and refined operations have become the main themes of operations, insights into keyword rankings and traffic trends have become the key for Amazon sellers to increase product exposure and listing conversion rates. Many sellers have turned their attention to improving keyword rankings, but have repeatedly encountered setbacks. Amazon is suspected of changing its keyword matching mechanism It is learned that recently, some sellers reported on the forum that some major word positions of the ASIN they operated disappeared inexplicably. ▲ The picture comes from Zhiwubuyan The seller said that since July 24, some keywords in the links he was responsible for, which had been advertised for a long time and naturally appeared in the upper middle part of the homepage, could not be found in the natural position in the first seven pages. After consulting other peers and finding out that he was not an isolated case, the seller speculated that this situation might be because Amazon had secretly changed the keyword matching mechanism. After the post was published, many sellers reported that they had encountered the same situation: "I have a similar situation. I have two variants, A and B. A has always had better sales. But one day, all the natural positions disappeared, and only B had a natural position. Now A can only rely on advertising to get orders. It's miserable." "It suddenly disappeared. I can't find it at all. There are more than 10 words like this. They are all major search terms. They have been on the homepage steadily since last year. Recently, no matter how hard I try, I can't get on it. The order volume has been cut in half." “My ranking has also dropped a lot recently, from the first few on the homepage to the third page, and the number of orders has also declined.” At present, many sellers have experienced a sharp drop in orders due to the disappearance of natural keyword positions. It is learned that, generally speaking, the main reasons for the decline or disappearance of keyword rankings are: 1. Amazon A9 algorithm is adjusted and the keyword matching mechanism changes; 2. While keyword rankings feed back to listings, poor listing performance will also affect keyword rankings; 3. Reviews affect keyword rankings, such as negative reviews and poor buyer voice; 4. The keyword ranking of competing products increases, causing the corresponding keyword ranking of the seller to drop; 5. There is a problem with the Amazon system and the disappearance of keywords is an emergency. According to the feedback from the above sellers, more sellers tend to believe that the disappearance of the natural positions of keywords this time is because Amazon has adjusted the algorithm again , which has changed the keyword matching mechanism, resulting in the disappearance of the natural positions of keywords that were originally performing well for a large number of sellers. However, as of now, Amazon has not responded to this, and the above speculation and analysis can only be used as a reference . If sellers have more accurate information or solutions for reference, they can share them in the comment area. In addition, another adjustment made by Amazon seems to further confirm the importance of keywords to on-site traffic. Amazon front-end search terms are displayed in bold It is learned that recently, some sellers observed that when searching for brands, Amazon seemed to be trying to display the search terms in bold on the front-end title : when the seller searches for some keywords, the search terms in the product title on the front-end of Amazon will be displayed in bold so that buyers can see them at a glance. ▲ The picture comes from Zhiwubuyan According to the survey, there are products with search terms displayed in bold on the US, European and UK sites, but not all categories have the same situation . Some sellers searched for other keywords on the web page and found search terms that were not bold. Based on this, many industry insiders who have observed this change have analyzed that for Amazon, this feature may effectively enhance consumers' shopping experience, while for Amazon sellers, this feature seems to indicate that clear title wording will become increasingly important. It is worth noting that the bolding of search terms is not a feature first created by Amazon. Alibaba International Station, which is a descendant of Taobao, has had a similar feature. For sellers on Alibaba International Station, the product title is the first matching factor for buyers' searches. Since the beginning of this year, many sellers have found that Amazon's front-end search results page has begun to display page views and sales, and even a search box similar to "Find the same item" called "More Like This" has appeared. For this reason, speculation that Amazon may be "Taobao-like" has been rampant. Now, the reappearance of this change by Amazon seems to have further confirmed this speculation. However, as of now, this new feature of bolding search terms is still in the testing stage and only appears in some categories. It is still unknown whether it will be promoted on a large scale in the future. However, it can be seen that Amazon has recently frequently tested and rectified the keyword matching mechanism and search display page. It is very likely that there will be more changes in the future. Sellers need to pay more attention to the relevant change news to avoid information asymmetry.
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