Why do Amazon’s best-selling listings have such high conversion rates?

Why do some big sellers sell very well, while some sellers never succeed? One of the influencing factors is the listing. If the listing page is well done, the conversion rate will naturally increase. The principle behind this requires sellers to understand Amazon's algorithm in detail.

First, let’s take a look at Amazon’s largest traffic search. What factors are related to Amazon’s display ranking?

1. Relevance

It mainly refers to the relevance of the search terms when customers search. The more relevant the search terms are, the higher the ranking will be. For example, if a customer searches for "electronics water bottle pump", then the first ones that come out are electric water pumps. Manual water pumps are also somewhat relevant, but not 100% relevant.

2. User Profile

It refers to the type of people who use a certain product, and the Amazon platform will tend to recommend it to these people. So how is this population portrait calculated?

For example, when searching for t-shirts, the first person who buys is a middle school student, 16 years old, a boy, who likes to play basketball; the second person who buys is a middle school student, 15 years old, a boy, who likes to play basketball. So who will the third person who searches for t-shirts be recommended to? It must be the middle school student, 15-17 years old, who likes to play basketball.

The crowd portrait of this type of product is more obvious. If it is something like electronic products, it is not so obvious, and the coverage will be wider, including men, women, young and old.

So how do we find crowd portraits:

1. Check the brand analysis to see your product user profile.

As shown in the figure, you can view the age, family income, education, gender, and marital status of users who purchased your product, and you can roughly get the scope of the user group of a product. Through this analysis, it is helpful for us to do off-site promotion, evaluation, etc., and know which user group our product is targeting, so that we can accurately match potential customers and improve conversion rates. However, if it is a platform with a lot of user resources like AMZKE Sunke Alliance, as long as it can help you accurately match potential users, it is also worth a try.

2. So what should we do with new products that have never been sold? We can search directly in the background, both by searching for keywords and by searching for ASIN.

For example, search for Taotronics' desk lamp asin.

The most searched terms are desk lamps, office lamp, table lamp, and study lamp. The pictures of the seller Taotronics include these elements, showing the scenes of office, study, and table, which fully meet the needs of the target group.

Therefore, if sellers want to improve the conversion rate of listings, on the one hand, they must identify the target audience of the product, and on the other hand, they must understand what the audience’s needs are and write copy that impresses them based on their needs, so as to effectively increase the audience’s desire to buy.