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In 2023, as the competition to go overseas becomes increasingly fierce, the competition for platform traffic will become more intense. According to data from MarketPlacePulse, as of February 2023, Amazon's advertising and promotional expenses accounted for as much as 15% of the income statements provided by the seller sample. The increasing advertising costs have become one of the "culprits" for the rising costs of sellers. Given that in-site traffic is still an excellent way to stimulate product sales, advertising is still a necessary choice for Amazon sellers. However, it is observed that many sellers are frustrated in adjusting in-site advertising because they do not understand Amazon's search algorithm well enough, or suffer from inefficient ranking monitoring, or worry about adjusting advertising bidding. Prime Day is approaching. In order to enable more sellers to stand out in the advertising competition of this big promotion, we specially invited Huang Yuhao, the founder of Xiyouzhaoci, to conduct an in-depth study on the theme of "In-depth interpretation of Amazon's traffic distribution mechanism to help sellers capture promotion opportunities."Deeply understand Amazon search algorithm and get higher ranking at a lower cost As the global economy is in a downturn , reducing costs and increasing efficiency has become the mainstream trend in the operations of cross-border sellers.
Faced with rising advertising costs and shrinking profit margins, how can sellers obtain more traffic at a lower cost? Optimizing product search rankings through keywords is obviously one of the most effective methods. With its deep understanding and ability to interpret search algorithms, Xiyou Word Search has won enthusiastic support from many users in just one year since its launch. In the process of communicating with users, the Xiyou Word Search team found that many users' understanding of search rankings deviated from the actual situation, which led to frustration in the search for "better search rankings at a lower cost" . Therefore, in this interview, Huang Yuhao elaborated on the algorithm of Amazon's search rankings in detail: "We all know that Amazon's search ranking is determined by two important data: click-through rate and conversion rate. They determine whether a product meets the needs of buyers. To obtain these two data, sufficient exposure is required. Only exposure can bring clicks and conversions." The biggest contradiction is that there are many relevant ASINs, but the positions with traffic are very limited. After the third page, there is basically no exposure, and there is almost no difference between ranking on the 5th page and the 500th page. Amazon's page-turning button design shows that it does not support direct clicks to pages after the third page. Since few people browse the results after the third page, it is meaningless to fine-tune the ASINs after the third page, and generally they will not be ranked, which can save a lot of server resources. Therefore, the initial ranking of a new product is not important, what is important is when it can enter the first three pages. This is the difference between the algorithm's understanding of data and everyone's intuitive cognition. In summary, if Amazon sellers want to obtain better search rankings at a lower cost, the first thing they should consider is how to quickly get new products into the first three pages of Amazon search rankings. So, how should new products quickly improve their rankings?Identify the Amazon review stage and quickly improve the ranking of new products As we all know, Amazon often provides more traffic support for new product links, which sellers collectively refer to as the "new product period." However, it is worth noting that this kind of traffic support does not directly and unconditionally import traffic to new product links. Instead, the traffic weight allocated by Amazon varies greatly depending on the performance of the new products. Therefore, the traffic logic allocated by Amazon to new products has become the focus of many Amazon sellers. So, under Amazon's ranking algorithm, how should new products improve their ranking? Huang Yuhao said: Let's take the familiar Douyin as an example to explain. When a user posts a video on Douyin, the system will allocate some initial playback volume to the user. If the user's average playback time and completion rate and other data perform well, the system will allocate more traffic to the user, gradually upgrade, and gradually allocate more traffic. Amazon also uses a similar hierarchical traffic pool logic. It will first give sellers some traffic to test the seller's click-through rate and conversion rate. If the performance is excellent, more traffic will be allocated. If the performance is still good, it will further obtain stable rankings and traffic. The only difference between the two is that Douyin enters the assessment period after the short video is released, which is a concept that is easy for everyone to understand. However, since there was no such concept before, it is often difficult for everyone to detect when Amazon starts the assessment. : So how do sellers know when Amazon will start the assessment? Huang Yuhao: First, you need to monitor your product's natural ranking on relevant search terms every day. You will notice that Amazon's assessment is usually divided into three stages, which are: 1. Low-traffic test phase, also known as sparse period At this stage, Amazon will allocate you some initial traffic to test your product's acceptance in the market. At this stage, your product will only have natural rankings for a few hours a day, and the data is very sparse. 2. The large-volume testing phase, also known as the shock phase If your product performs well in the low-traffic test phase, Amazon will start to give you more traffic to see if your product can maintain good click-through and conversion rates with more traffic. During this phase, you may find that your product has organic rankings for most of the day, but fluctuates wildly. 3. Stable ranking stage, also known as the stable period If your product still performs well during the test phase, Amazon will stabilize your product ranking and give you more stable traffic. At this stage, your product ranking should be relatively stable without much fluctuation. The difficulty of operation lies in how to identify the current traffic stage of ASIN. If you only monitor the ranking once a day, you may miss the data of the sparse period and think that you have no ranking. You can also not distinguish between the oscillation period and the stable period, thinking that the ranking is the same within a day. If you don’t pay attention to this information after entering the sparse period, it is easy to miss the opportunity given by Amazon. Once you miss it, it will be difficult for Amazon to give you a second chance in the short term, and you basically have no chance to become a hit product in this category. This is why Xiyou Word Search has invested several times more than its competitors, and has achieved the ability to crawl search rankings every hour, thereby obtaining "hourly" ranking data. Only by obtaining "hourly" ranking data can we accurately understand the traffic stage of ASIN and seize the opportunities given by Amazon.Gain insights into traffic trends and focus on refined operations As the saying goes: seeing is believing, and experiencing is believing. After mastering a series of key traffic data information, Amazon sellers who want to truly seize the traffic opportunities provided by Amazon need to apply the data to actual operations. : After sellers learn this information, how should they apply it in their operations? Huang Yuhao: Once you understand the traffic stage of ASIN, the most important thing is to follow the trend. When Amazon gives sellers opportunities and evaluates sellers, you need to operate in a targeted manner and increase click-through rate and conversion rate through promotions, coupons, advertising, off-site promotion, etc. If Amazon does not give sellers opportunities, don't invest in high-cost advertising. It is difficult to get natural rankings even if you force advertising. : In addition to promoting new products, do old products also need to pay attention to this information? Huang Yuhao: Old products also need to continue to monitor the traffic stage of ASIN every day. Because even if you enter a stable period, you can't let your guard down, because there are many new products coveting your position and want to beat you. The diagram is an example of an old product that dropped from a stable period to a volatile period, then to a sparse period, and finally completely lost its organic ranking. If your ASIN drops from a stable period to a volatile period, you need to operate in a targeted manner to increase click-through rate and conversion rate, otherwise it may continue to drop to a sparse period or even lose ranking. Therefore, insight into keyword rankings and traffic trends is the basis of all refined operations . : Amazon Prime Day is coming soon. Do you think sellers should pay special attention to anything? Huang Yuhao: In order to promote the Member Day, people usually prepare enough goods in advance. At this time, it is especially important to pay attention to the changes in the ranking stage and never drop out of the ranking. If you drop out of the ranking, it may cause the sales volume on the Member Day to be far lower than expected, and the inventory pressure will be very large. Therefore, before the Member Day, the most important task is to maintain a stable ranking and not drop out of the ranking. As we all know, the current cross-border e-commerce industry has bid farewell to its wild growth period and entered a new stage of refined operation for brand overseas expansion. And as the competition in the industry becomes more and more fierce, data-based and refined operations have become the main theme of the development of cross-border e-commerce sellers. Under this trend, insight into keyword rankings and traffic change trends serves as the basis for achieving data-based and refined operations, and is also the operational direction that many sellers are most concerned about. As a highly acclaimed keyword analysis tool, the founder of Grapefruit Word Search once worked at Baidu, the world's leading search engine , for five years and has a deeper understanding of search algorithms. This enables Grapefruit Word Search to better help users understand Amazon's traffic distribution mechanism and seize opportunities to gain more exposure and traffic. To this end, choosing Xiyou Word Search as a keyword tool to assist operations will be the best choice for sellers on the eve of this big promotion. If you are interested in finding the word for grapefruit, you can scan the QR code below↓↓↓
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