Amazon launches new program! Extra traffic and conversion support

Recently, some sellers reported in our group that they had received an official invitation from Amazon, inviting sellers to participate in a "Climate Friendly Commitment" program, and stating that products participating in the program would be easier for sellers to find and purchase.

This "Climate Friendly Program" is a new program announced by Amazon this week. This program can label some products that have passed sustainability certification with unique labels , making it easier for consumers with advanced climate improvement awareness to access these climate-friendly products.

Amazon's press release stated that the climate-friendly products currently available to buyers include products from multiple categories, including groceries, home, fashion, beauty, and personal electronics. All products participating in the program will be clearly marked in search results and display pages, and there will be a dedicated area on the Amazon main site to display these products.

The advantages of the plan are few, to sum it up, a green label promotes conversions, and an exclusive display position brings additional traffic. Looking at these two effects alone, although they are not strong, it is better than nothing.

So the question is, how do you participate in this program?

First of all, if sellers want to participate in this "climate-friendly program", they need to choose one of the 19 sustainable development certification standards to pass the certification . After successfully joining the program, this certification will also be displayed under the green label of the product. Click it to see what environmental certification the product has passed.

Among these 19 certifications, 18 are certification standards provided by third parties, including EnergyStar, Fairtrade and Rainforest Alliance, etc. Some of them are relatively well-known. For example, electrical appliance sellers may know EnergyStar. I have a list of all 18 certifications. Sellers in need can add my WeChat account (zyqmda) to receive it.

Many of the above 18 third-party certifications have very high standards, and products need to be improved to meet the standards of third-party certification agencies. Take EnergyStar as an example. This certification is jointly developed by the U.S. Department of Energy and the U.S. Environmental Protection Agency. If manufacturers want to obtain the "Energy Star" certification label, they must submit complete test reports and evaluation results, and the EPA will conduct multiple tests on product safety, EMI, surge, noise, light performance and energy efficiency.

In addition to these 18, there is also Amazon's own compact packaging design certification - Compact by Design.

This certification is quite interesting. Its requirements can be said to be the simplest of all compliance certifications. As long as certain improvements are made to the packaging, you can apply for it. Just look at the examples given by the official to see how simple this standard is.

Compact by Design only requires some improvements to the product packaging to apply for certification . Compared with EnergyStar and other certifications, this level of improvement is relatively simple. Therefore, Amazon is promoting its own certification standard on the main page of the "Climate Friendly Program".

If the seller's source supplier already has a qualified third-party energy-saving certification, you can apply for it after receiving an invitation. If the supplier does not have the relevant certification, you can try to optimize the outer packaging to apply for the official Compact by Design certification, which can also obtain the energy-saving green label and exclusive page like the third-party energy-saving certification.

Of course, for some sellers with relatively small scale, whether it is improving products or improving packaging, it is a considerable cost. Here, we recommend that mid-level and senior sellers who have spare capacity and have done a lot of work in other ways consider this plan. Small sellers should still spend more money on the most important things in the early stage, such as various activities on the site and ranking optimization.

We have always emphasized in offline courses that if you want to know how to improve your ranking, you must first understand what factors will affect your product ranking. Only in this way can you prescribe the right medicine according to your product situation and find the most suitable optimization strategy for yourself. Let me briefly summarize the key factors that affect product rankings:

1. Conversion rate: Product pictures, product prices, and consumer reviews directly affect the product’s conversion rate.

2. Relevance: Relevance factors include product titles and product descriptions. These factors allow the A9 algorithm to consider under what search terms your product page is displayed, which is directly related to the weight of the listing.

3. Account weight and performance: This is what we often call customer satisfaction and retention rate. Such factors include our account’s ODR (order defect rate), CR (order cancellation rate), etc., which also affect product rankings.

Therefore, if we want to improve account authority and performance, we need to provide customers with a better shopping experience. Then we can conduct specific analysis and operations based on the above factors that affect product rankings.