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It is learned that recently some sellers posted complaints on the forum: Amazon's advertising effect has deteriorated a lot in recent days, especially the exposure rate of the same bidding has decreased and the order conversion rate has become lower.
▲ The picture comes from Zhiwubuyan
Coincidentally, another seller also said that he set up multiple advertising groups for his products under the advertising campaign. After more than half a month, the exposure and conversion not only did not increase, but even showed a downward trend. ▲ The picture comes from Zhiwubuyan
Advertising promotion has always been the top priority for Amazon sellers. In recent years, the number of sellers on Amazon has skyrocketed, and competition among sellers is ubiquitous in all aspects, including price, reviews, and advertising. The all-round internal competition, coupled with Amazon's increasing bidding on advertising, has caused the sellers' on-site promotion costs to continue to rise, eventually reaching a point where income is not enough to cover expenses. The high cost of promotion sometimes fails to bring corresponding benefits. At this time, many sellers will use off-site promotion to help their products get out of the trough. With the needs of the market, off-site promotion has also developed into various types. A new way of off-site promotion is emerging In the past, Amazon sellers often promoted their products outside the site through various deal platforms, Facebook groups, Twitter influencers, and other channels. These methods are quite effective and have their own advantages, but they also expose some shortcomings: some deal platforms have strict audits, high fees and low profits ; the display effects of forum groups are average and the audience is narrow; and there is uncertainty about the personal reputation of influencers when promoting products. With the rise of short video media such as TikTok overseas in recent years, a new promotion channel has emerged with more distinctive features and advantages. It is observed that on TikTok, a topic called #TikTokMadeMeBuyIt has recently been on the hot list and has accumulated more than 11.9 billion views, while another topic #bestofamazon has also been viewed 18 million times. There are a variety of videos and a wide range of products in the topic, and a large number of Amazon sellers have entered TikTok to promote their products. ▲ The picture comes from the international version of TikTok By directly clicking on the link on the seller’s account homepage through these short videos or searching for products directly on Amazon, you can find that the products recommended in videos with high playback volume also have good sales performance. For example, one of the videos recommending a meat grinder received a total of 3.8 million likes. When you click on the product link on the account’s homepage, it turns out to be a super popular product with more than 9,600 ratings. ▲ The picture comes from Amazon US Meanwhile, according to a recent report from Similarweb, which tracks product sales, beauty products saw an average 85.3% increase in monthly sales on Amazon after becoming popular on TikTok, outperforming their respective category averages. It can be seen that once this method is successful, the effect will be outstanding. Due to TikTok's wide audience and precise data push, the off-site promotion form centered on short videos seems to be expected to become mainstream. There are risks in off-site promotion, so please be careful Although making good use of off-site promotion can effectively control advertising costs and expand traffic, there are also some disadvantages. If you are not careful, it may backfire. The following common hidden dangers and suggestions are summarized for your reference: 1. Amazon misjudged the account After off-site promotion, some products with mediocre sales suddenly experience a surge in sales, which is likely to trigger Amazon's ranking manipulation warning. Amazon will determine that the seller has engaged in fake orders and will ban the product link. Therefore, off-site discounts should not be too large. Once you are mistakenly blocked, you can submit the data and information of your off-site activities to Amazon, and your appeal will usually be successful. Although off-site promotion can bring huge clicks, the actual conversion rate is not as good as on-site advertising. It mainly relies on quantity to make up for quality, which will lower the conversion rate of the product. The low conversion rate will affect the weight of the listing and is not conducive to the long-term operation of the product. Therefore, off-site promotion should be short-term rather than long-term, and should mainly serve as an auxiliary to on-site promotion . 3. Negative reviews and high return rates Furthermore, if the off-site promotion fails to control the promotional points, orders promoted through strong guidance are more likely to result in returns and bad reviews. Therefore, off-site promotion should be the same as on the Amazon platform, presenting real and effective products to customers, rather than creating gimmicks and false marketing without restraint. Editor's note : As the Amazon market becomes involuted, it has become difficult for sellers with limited funds to obtain traffic from on-site promotion. Generally speaking, off-site promotion is a quick and effective way to increase customer traffic, and is more suitable for the promotion of new products. Among them, the emerging short video promotion is a very cost-effective promotion channel for small and medium-sized sellers, and it is worth a try.
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