Sellers panic, Amazon traffic plummets 30%

As the spring promotion came to an end, many sellers doubled their orders, while some sellers did not participate in the event, and the coupons were limited, which led to a decline in orders. After the promotion, traffic plummeted. Some sellers said that traffic dropped by 30% in the past few days and orders were not available. Some operators also joked about how to explain to the boss at the meeting next week? Here is a trick for you~

1. Reasons for the decline in traffic

AliExpress started its Spring Sale on March 28, and many sellers have already started warming up with off-site activities to improve their rankings.

Now all platforms have a traffic racing mechanism. If similar products in the same category have better conversion rates and GMV within a certain period of time, the platform will give them more positions and traffic support. Therefore, it is very important for sellers to increase conversions and sales before the big promotion. The launch of the AliExpress Spring Promotion has also affected the purchasing power of other platforms.

Temu began to implement a semi-custodial model in North America on March 15, attracting many sellers with overseas warehouses to settle in, and the model will be expanded to Europe by the end of the month.

This year, cross-border platforms are fighting fiercely for the market, which is a bit difficult for single-platform operators. Now new platforms are in the development stage, and the final outcome is that they will compete with each other. Different shopping platforms will form product focuses. For example, small items are bought on Pinduoduo, while large items are still bought on JD.com and Taobao. It takes time to stabilize the situation, and this process is difficult for operators.

Recently, many sellers have received warning emails from Amazon due to variant violations. Sellers who used variant binding to increase reviews have been hit. Many listings are now running alone, and some have returned to the 3-star negative review status. This sudden change has led to a sharp drop in conversion and traffic. Sellers have started the renovation mode again, working like oxen and horses, and re-promoting advertisements, but the effect is getting worse and worse.

Recently, there are more and more people following sales. Some of the following sales prices are only 0.01 lower than their own prices, and then they do not ship the goods; some sellers are followed at night, and the following sales stop in the morning; various following sales models emerge in an endless stream, resulting in the sellers' traffic being cut off.

Amazon has many traffic entrances, but how to better maintain our own traffic when the traffic is volatile, especially the associated traffic that is easily overlooked (tricked into paying), we can do it ourselves.

Increase associated traffic

For example, automatic advertising, SP targeted advertising, SD targeted advertising, ASIN category targeted advertising, SB, SBV, can all be linked to relevant product pages to obtain traffic.

For example, New model, Bundle, bundle promotion;

Many sellers of new models will look for service providers to do it. In fact, Amazon provides a path and sellers can submit it themselves.

For example, brand flagship store, brand story, Post, and A+ comparison module; now video content has been added to Post, and sellers can seize this new way to increase brand fans and increase opportunities for platform promotion.

In addition to the ups and downs in traffic, Amazon has also seen some new changes.

Amazon launches new rules

The European General Product Safety Regulation (GPSR) will be enforced on December 13, 2024 (local time), which will affect most European sellers.

Sellers are now unable to upload installation tutorials or instruction manuals through the "Product Documentation Page". You need to download a batch form and upload it only after your product has this attribute.

The page for uploading new products on Amazon has changed, adding the function of searching products by keywords.

As competition on various platforms becomes increasingly fierce, the challenges facing Amazon operations cannot be underestimated. We can only keep learning and optimizing promotion methods to avoid being replaced.