How to activate old Amazon links?

How to reactivate the old Amazon listings that have been unsalable for a long time must be a pain point for many sellers who have been doing business on Amazon for so many years; because the store plans to list multiple products, the stock quantity of each product will be affected by factors such as logistics, bad reviews, and operations, resulting in some products being unsalable;

Then this pile of unsalable inventory is placed in the Amazon FBA warehouse and cannot be sold for a long time. Then the seller will not only face a large amount of storage fees, but also affect the store's IPI performance indicators, limit your storage capacity, limit your shipment quantity, and affect your plan for the stocking quantity of your popular products.

As for those old links that have been unsaleable for a long time, how to activate traffic through multiple channels such as in-site promotions, in-site advertising or off-site promotion has become a must-learn knowledge point. Today, I will share with you how to activate the listing of Amazon’s unsaleable inventory!

Analyze links

We need to analyze the product links first, mainly analyzing the number of reviews and star ratings of the products.

For old links, here are:

1. Failure to operate the product in a timely manner after it was launched, and missed the new product support period

2. Received negative reviews during the promotion process, with a high rate of negative reviews and a rating lower than 3.8 stars

3. The product is defective, the quality is poor, and the return rate is too high

4. Old links that missed the best promotion period due to out-of-stock or other accidents

Generally, 30 reviews and 3.8 stars are used as the judging criteria. Generally speaking, if you want to reactivate an old product link and reactivate the listing through on-site promotions, advertising, and off-site promotions, you will need at least 30 reviews and 3.8 stars or even higher to have a chance of reactivation through advertising.

Analyze inventory

Case 1: Old link inventory is low (1-500)

It is recommended to use off-site promotion to clear inventory first, because it will cost a lot of money to promote new products and re-rank old links, and the success rate of old links will be greatly reduced;

Because the Amazon platform follows the flywheel theory, if a link wants to become a hit, Amazon pays more attention to the long-term growth comparison, and produces an explosion at a certain point in the medium term, just like a spinning top, with large initial investment and slow rotation speed. Once it reaches a certain speed, it will produce an explosion.

To make a hit product, you need to continuously improve the conversion rate; this will stabilize the natural ranking of the link. If the product is out of stock or the link receives bad reviews, it will greatly affect the progress of the link promotion.

Case 2: Large inventory of old links (500+)

It is recommended that in order to reduce additional storage costs and maintain a good store IPI score, you can rhythmically handle the backlog of inventory through off-site promotion;

As long as the market capacity of the product is OK and competitive discounts are offered, the most cost-effective off-site FB promotion can help you clear out a large part of the inventory and maintain the order volume of old products; so it is recommended that you try to use off-site promotion to reduce the link inventory first.

Analyze traffic

Old links that have been on the shelves for more than half a year and have not been promoted much basically have no natural traffic.

If there are still a few orders, these orders basically come from repeat purchases, related traffic from other products, related traffic from your own store products, etc. (such as Frequently bought together, Compare with similar items).

Therefore, it is necessary to bring in orders through off-site traffic/advertising traffic, promote the improvement of BSR ranking, thereby promoting the improvement of natural ranking and bringing in more natural traffic.