Amazon is testing a new feature! Sellers have another traffic entrance

Some time ago, Amazon carried out a large-scale reform of the front-end search results page. Among them, the most interesting to sellers is definitely the "Editor's Recommendation" column, because it is displayed in a front position and also comes with soft text introduction, the conversion rate and traffic must be very impressive.

However, Amazon currently only accepts third-party media on an invitation basis, and has not announced any external contact channels. Many sellers who want to contact for promotion cannot find a way.

However, Amazon has recently been promoting a new feature that has realized the sellers’ needs to add soft articles to their products - Amazon Posts.

Sellers are allowed to publish promotional posts about their products, including but not limited to activities, product features, etc.

This feature was launched in October this year, but at that time, because the feature still had some defects and was not open to sellers on a large scale, few sellers used it.

However, Amazon has recently improved the function of Posts and has gradually opened it to more and more third-party sellers . Today, let’s analyze the usage and pros and cons of Posts.

What invoice should I upload?

Post generally consists of the following elements.

Clicking on a picture, introduction or "see more" will jump to the detailed Post page. Only on this detailed page can you continue to adjust to the specific product, which is a bit troublesome.

If you click on the brand name at the top of the post, you will be redirected to the flagship store page , which is a little less than going to the product link. However, seeing that it is so inconspicuous, I guess only die-hard fans and people like me who are trying to explore new features will go back and click it to try it out.

The pictures and text in the Post are all edited by the seller himself. The seller introduces the product features and describes the usage scenarios. In short, the playability in this aspect is relatively high.

So where will the posts edited by sellers be displayed? So far, Amazon Post has the following four display locations.

1. Brand details page, which is displayed below the details page of your own product.

2. Related brand details page, displayed below the details page of competing products (key point)

3. The related Post page is displayed under the Post page of the competitor.

4. Category Post page, displayed under the Post homepage of this category.

I will focus on the second point, which is the situation displayed on the competitor's product details page.

The display position of Post on the product details page is not very front, right behind the "Related Video" or the automatic advertising column.

However, this position is still very important because it is right above the Q&A. According to the shopping habits of European and American consumers, the Q&A and the Review column below are very important references. Basically, they will look at these two places when shopping, and Post will obviously have a considerable exposure if it occupies this position.

In the fiercely competitive 3C category, I have also seen many sellers have made full use of the Post function. The simple instructions for use are written on the picture, which is very attractive and may have a better traffic-generating effect than the automatic ads that are displayed at the front.

Post can use more high-end ( flashy ) pictures without being restricted by the main picture. Compared with the two display methods, advertising will undoubtedly lose. So how to use the Post function?

How to use Post and its flaws

Currently, Amazon Posts is only available to third-party sellers who are invited to participate in the program. You can first register as a candidate and wait for Amazon’s invitation email (the registration link is at the end of the article, scan the QR code and contact me to receive it).

In addition to the usage restrictions, Post can only be displayed in the Amazon app, and there is no desktop page . However, since Post is not a particularly complex function, if the response on the mobile phone is good, Amazon can move it to the desktop in minutes.

Although I am optimistic about its excellent display form, insufficient traffic entrances are still a serious problem for Post. Except for the position displayed below competitors, the traffic in the other three display positions is rather worrying . It is basically closed-loop traffic, and there is very little traffic coming in from the outside.

In addition to the traffic problem, the need to click one more step to enter the product link is also a serious problem. Mobile users are very lazy, and even slightly troublesome operation steps will result in a large number of clicks being wasted. According to the current performance of Post, it can only be regarded as a supplement to the traffic entrance.

The problem in the above post is exactly the advantage of advertising. Not only can it be displayed in various locations, but it can also directly enter the product details page. The mechanism of advertising is also under the control of the seller. Therefore, sellers who are currently lacking in traffic and need to open up traffic entrances should consider how to make good use of in-site advertising.