How to quickly bring a product back after it’s out of stock? (Best strategy)

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Article 57

Affected by the local epidemic outbreak and protest marches in the United States, Amazon's US warehouses have experienced serious staff shortages and low processing capacity, resulting in warehouse overflows in multiple Amazon warehouses.

Currently, the Amazon warehouses that are most affected include: SMF3, ONT8, FTW1, IND9, MDW2, MEM1, CLT2, LAX9, SDF8. Logistics providers also said that all US ports are now overwhelmed, and goods are waiting to be picked up. Many goods have arrived at the port but cannot be picked up. The most serious FTW1 and ONT8 have reservations until August.

A seller friend confessed that the goods were delivered to Amazon's FTW1 warehouse on May 24, but were not put on the shelves for a long time. Registration and receipt was only started on June 30, resulting in the product being out of stock for a month.

During the month when the product was out of stock, I did not grow, and my competitors seized this opportunity to grab more market share. The weight of the keywords that originally had high weight and high quality scores was also destroyed due to the out of stock, and the same bid could no longer occupy the original position. As a result, sales plummeted after restocking, traffic was pitifully low, and the conversion rate was incomparable to before.

After being out of stock for a month, what should we do to re-stimulate links and restore sales?

Let's analyze it calmly. First of all, let's talk about traffic alone. We need to sort out a few things:

1. What was the traffic structure before? If we don’t consider the traffic outside the site, there are 6 main types of traffic inside the site:
Search traffic, category index traffic, CPC traffic, referral traffic, promotion/coupon/deal traffic, direct traffic (such as shopping cart, wish list)

Generally speaking, search traffic, associated traffic, and CPC are the big three. According to your description, there are problems with these three traffic entrances.
 
2. Where is the problem in the problematic traffic entry?
Search traffic analysis, how many main keywords are there for the product, what are the keywords with the largest traffic, where is your natural ranking for these keywords? How is it compared with before the stock was out of stock? Because your traffic has been greatly degraded, it can be assumed that there is a problem with each major search keyword, so our next step should be to switch to keyword ranking optimization.

How to optimize?
First, list each traffic word and crawl the first 3 pages of ASIN information under each traffic word. Compare your own ASIN history to find a breakthrough, and try to find the least difficult ones first. Select 1-2 main words.

Then increase the number of orders + add to cart + favorites + QA + advertising slots. Focus on attacking these 1-2 main keywords.

Since your ranking was pretty good before (that’s why we selected the words), plus you have 10-20 reviews, it will be easier to promote than a new product.

After the ranking of the word stabilizes, select other words and promote them in a cycle.
 
Related traffic analysis: Under the main core ASIN of this product, is my ASIN in the recommended position? If not, what are their related ASINs? How strong is it? Can I grab the position?

Naturally associated positions are difficult to grab, and you can take priority over the advertising positions under the ASINs of competitive products with comparative advantages. In the new version of the advertising system, manual product placement can be directly set and adjusted.

The natural related position is more important and must be grabbed. In addition to the common price reduction, you can also modify your listing and the target listing interface to be almost the same to facilitate crawling. In addition, you must invest real money to increase the related traffic. You can refer to other articles in the forum.
 
CPC traffic analysis, you should understand that CPC is mainly displayed on the above-mentioned keyword/competing product pages. Therefore, CPC should be promoted in conjunction with your promotion plan, rather than being the main promotion method and hoping that it will perform well.

3. Make plans, mobilize resources, and focus on tackling key issues.
In short, you need to take one step at a time, first clarify the situation of your own ASIN, then understand the market situation, make a plan, and conquer the traffic position one by one.

When making a plan, you should carefully break down each main keyword, search result position/ad position/related position, and check and compare frequently.

You should not only pay attention to your own ASIN, but also pay attention to your direct competitors. Whoever runs faster today, you should run better than him tomorrow.

A simpler way is this:

First, ship the goods by yourself and sell them yourself. After the goods arrive at FBA, increase traffic, orders, and reviews . Specifically, high discounts (off-site) + reviews . After traffic and orders increase, open more ads until the normal order volume is restored. It is recommended to avoid out-of-stock as much as possible, which will greatly damage the listing weight. The same listing should not be out of stock twice or more.

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