“Fast, accurate, and ruthless” are the three words that run through the entire process of creating a hit product. The following will explain the entire process of creating a new product from these three perspectives.
(1) “Fast” means that sellers must seize the new product period promoted by Amazon. If they miss the new product period, the opportunity will never come again. The importance of the new product period is best demonstrated in Amazon’s flywheel theory. Amazon needs a steady stream of new products to stimulate the overall system operation of the platform, so it will inevitably give certain priority exposure opportunities to newly listed products. As for some old products, such as some products that have always performed averagely or some products that sold well before but did not perform well later, it will be difficult for Amazon to promote these products again.
What is Amazon’s new product period? In fact, the official has not given a clear definition. Based on past experience, it usually refers to the period after the product arrives at FBA, that is, within two weeks after the Prime blue logo appears. It is considered to be within the new product period, and the product is in the best promotion cycle. If this time period is exceeded, the product will be further and further away from the bonus of the new product period. When in the new product period, the effect of any promotion action is additive, and the effect is also very fast. However, once the product has passed the new product period, the promotion will be discounted.
(2) “Accuracy” mainly means that the traffic must be accurate and effective. The traffic here includes Amazon related traffic and search traffic.
It is very important to establish a stable and effective related network in the early stage. During the promotion of new products, advertising must not be insufficient, especially automatic advertising. In the early stage, sellers should not pay too much attention to the budget expenditure of automatic advertising, advertising costs and the percentage of direct sales brought by advertising (Advertising Cost of Sales, ACos). They should quickly form an associated network with surrounding products, promote natural associations through advertising associations, and thus seize the dividends of associated traffic.
In terms of search traffic, sellers must learn to find big words and main words. Because for a product, all search traffic is composed of 1~2 main words and thousands of long-tail words. Main words and big words generally account for 50~60%, and some products even occupy a higher proportion of search traffic. It is necessary to find big words and main words as soon as possible to enhance the accuracy of promotion and thus improve the overall conversion rate.
(3) “Hard” means big sales stimulus, which is called Sales Spike in English. Big sales stimulus is reflected in transactions within and outside the site, such as some product groups taking orders.
The “fast, accurate, and hard” process for creating a hot-selling product is only for reference. Sellers can standardize the process for creating a hot-selling product through optimization and further improvement based on their own actual situation.