Amazon's peak season sales strategy to help sellers prepare for Prime Day!

Experienced sellers who have participated in Prime Day know that competition for in-site advertising on Amazon is the most intense before each big promotion. In order to seize rankings and compete for traffic, everyone will increase their advertising budget , not to mention the big sellers. For small and medium-sized sellers with limited advertising budgets, every time at this time, how to use the limited budget to optimize their advertising campaigns to the best becomes the most critical issue. After all, this can directly affect their Prime Day " performance ."

① Search term report

The search term report is actually a good reference. Sellers can use it to find the most effective placements, such as keywords, products, and categories.

Sellers can set a threshold for several key performance indicators, and then filter according to these indicators, such as the number of clicks is greater than a certain value, the sales conversion rate is greater than a certain value, and the ACOS is lower than a certain value. After setting it, they can filter according to these indicators and increase the delivery of high-performance search terms that are better than the indicators, which can bring higher conversion rates to sellers.

② Search term impression share report

Sellers can use the search term impression share report to know the share of total impressions brought by specific search terms at the account level in SP and SB ads, as well as their ranking among all advertisers. These two indicators can help sellers analyze whether the impressions are sufficient and whether there is any value in increasing the bid. Sellers can decide the extent of the advertising bid adjustment during the promotion period based on the results. They can also find search terms with high ROAS but low impression ranking and share, increase the bid by a certain amount, and then increase the bid by the peak season amount.

The setting and optimization of keywords has always been a difficult point for sellers in the actual operation of advertising. If you want to have a big order on Prime Day, keyword setting is crucial.

Many sellers will "hit a wall" in setting keywords when promoting new products. They are unable to control the core keywords of the products and the long-tail keywords that can bring sales conversion rates. At this time, it is recommended that sellers first choose broad matches and category keywords to give ads as much exposure as possible. At the same time, they can continuously accumulate core keywords and high-conversion long-tail keywords through search term reports, and optimize advertising campaigns in a timely manner.

If negative keywords are used to place long-tail words with poor performance and the exposure performance is still poor, it is recommended that sellers lower the bid for such keywords, or place descriptive keywords as negative phrases , so as to avoid the negative impact of negation on category relevance.

If the conversion rate brought by the category keywords is very low, it depends on the seller's purpose of placing the category keywords to decide whether to lower the bid or directly deny it . If the seller's purpose of placing the category keywords is to continuously accumulate high-performance consumer search terms, it is recommended that the seller first consider lowering the bid . However, if a long-tail word generated by the category keyword has not been able to bring conversions, you can consider directly denying it.

Although optimizing listings is the most basic daily operational work, some sellers still ignore it when preparing for big sales. The real culprit for the low conversion rate and poor performance of some sellers during the big sales period is the problems with the listings. Therefore, when preparing for Prime Day, sellers must remember to take the time to check and optimize their main listings.

Sellers can carefully check according to the following "Listing Self-Check List" to find and solve problems in time, so as not to affect the chances of explosive sales during the peak season:

① Title, search terms, 5-point description

* Make sure the title is legal and contains the main product and brand information (such as product features and models). Do not use subjective evaluation terms, prices or promotional information (such as "hot products" or "discounted").

* Search terms need to focus on the selling points that consumers are interested in, and can include popular terms related to the peak season

* Title, search terms and 5 bullet points correspond to each other

* It is recommended to fill in all five of the five descriptions and explain the product's main functions, maintenance instructions, warranty and other key information

② Main image, auxiliary image, video

*   The quality of the main image is an important step in optimizing the listing. The size of one side should be greater than 1000 pixels. The image should be enlargeable to facilitate display of product details on more devices.

* If there are more than 3 pictures, it is recommended to upload all 8 pictures (if there is no video)

* Upload a video to be displayed on the main image block of the product being sold

③ Comments and star ratings

* Products with less than 5 reviews and an average star rating of less than 3 are not recommended as recommended ASINs

* Obtain reviews through formal channels, such as Vine Review, Request a Review, etc.

④ Category node selection

When multiple category nodes are available, please refer to the following suggestions:

* General products - select nodes with fewer products

* Innovation or new design - choose more products

* Branded products - choose categories with few competing brands

Brand sellers on Amazon’s US site can use virtual bundling to “package” 2-5 complementary ASINs into a combination product to attract consumers to buy.

Unlike the "Frequently Bought Together" feature, virtual bundles can be assembled by sellers rather than automatically generated by the system, and the ASIN of each component must be available for purchase separately and related to each other.

For example: yoga mats and yoga pillows, travel neck pillows and earplugs, TVs and TV stands, etc.

The bundled combination will form a separate ASIN and product details page, which requires uploading pictures and a 5-point description . It can help buyers better discover and purchase complementary products. This new ASIN also supports the use of coupons and A+ descriptions to ensure the relevance of components. Sellers can promote bundled products in promotional activities.

Not only that, bundled products can also cooperate with peak season advertising strategies such as keywords, products/categories, and display promotions to help attract related products while defending the traffic of their own detail pages and improving conversion rates .

The above are some tips and suggestions for preparing for Prime Day shared in this issue. Faced with the fact that the number of Prime members has exceeded 200 million , Seller Growth would like to wish all seller friends: a prosperous Prime Day, a huge number of orders and zero negative reviews!