In the “Advertisement” drop-down menu in the Seller Center navigation bar, you can set up advertising campaign management, A+ pages, early reviewer program, flash sales, coupons, Prime exclusive discounts and promotion management. Advertising campaign management includes creating advertisements, viewing and downloading advertising data reports, and optimizing running advertisements.
A+ pages refer to brand display pages created for sellers who own (authorized to own) trademarks after filing trademarks (GCID) on the Amazon platform. Through the graphic descriptions on the product details page, consumers can clearly understand the details of the product, which is conducive to improving conversion rates.
The Early Reviewer Program is an official Amazon project that actively helps sellers ask buyers for product reviews. The project is for products with less than 5 product reviews. Sellers can apply directly through the backend. After applying, the Amazon system will automatically send an invitation review email to buyers who have purchased the product. According to Amazon officials, it can help sellers get no more than 5 product reviews, and the cost is $60. For newly listed products, using the Early Reviewer Program can obtain product reviews at a faster speed, which is a good way to get reviews quickly.
Second kill is a limited-time discount promotion launched by Amazon. The Deals page specially opened by the platform for the second kill is one of the most popular pages for many consumers, especially Prime members. For sellers, participating in the second kill can increase product exposure, quickly accumulate sales and comments, and is a very good tool for creating hot products or clearing inventory.
A second kill event usually lasts for 4 hours. Taking the US site as an example, the cost of each second kill is $150.
In addition to the payment, the Amazon platform also sets basic qualifications for the second kill event: the product evaluation needs to be more than 4 stars; @The product has more than 10 reviews: 3 The second kill price is 8.5% off or lower than the lowest price in the last 30 days; @The product is shipped using FBA. At the same time, the Amazon platform also sets a minimum inventory quantity requirement for the products participating in the second kill event, and the minimum inventory quantity requirements for different products are also different.
Sellers can check whether there are products that meet the conditions for participating in the second kill on the second kill application page. If so, just sign up.
It should be noted that not every product participating in the flash sale can bring rich returns to the seller. Before signing up for the flash sale, the seller must make a good assessment. Generally speaking, products with a wide audience and in line with the needs of the season are more likely to achieve better sales performance in the flash sale.
Because the flash sale is carried out in different time periods, sellers must pay attention to the flash sale period after signing up for the flash sale. If the flash sale period is not a peak sales period, it is recommended that sellers cancel it before the event starts to avoid a poor conversion rate and a loss.
Coupons are an important tool in operations. Coupons are set for specific products. Every time a buyer uses a coupon, the Amazon platform will charge the seller a coupon fee of $0.6 in addition to the normal sales commission and FBA fees.
Products with coupons will have a unique coupon logo in the front-end display, which can better attract consumers’ attention and help improve click-through rate and conversion rate.
The Amazon platform provides two ways to set coupons: amount discount and percentage discount. For low-priced goods, it is recommended that sellers set a percentage discount, while for high-priced goods, a direct amount discount is more attractive.
Managed promotions are in-store activities provided by the Amazon platform for sellers. The effect is not very obvious, and currently few sellers use it.