1. Focus on recommendation, not advertising
Sellers can find that there are few forms of in-site promotion on the Amazon platform. Basically, apart from advertising (Sponsored Products and Display Advertising), there are promotions. In fact, these are not Amazon’s focus and profit points. It has always been customer experience-oriented. Too much advertising will cause customers to be disgusted.
After the customer logs in to Amazon, the system will make related recommendations and ranking recommendations based on his browsing habits, search habits, shopping habits, payment habits and other personalized data to expand his range of choices and increase his visit depth. From the results, the conversion rate of these two recommendation methods is also good, which effectively triggers the customer’s purchase action.
There is a recommendation position “Frequently Bought Together” on Amazon, which translates to “commodities frequently purchased together”. For example, when some customers buy printers, they will recommend ink to them; when buying card readers, they will recommend SD cards or TF cards to them.
In addition, when a customer logs in to the Amazon website again, the products he browsed before will still be displayed to continue to remind and stimulate him. Many customers also make purchasing decisions under such stimulation. With such algorithms and technologies, Amazon has the reputation of “the king of recommendation systems” in the industry. According to statistics, 35% of Amazon’s sales are related to the recommendation system.
2. Focus on display and neglect customer service
Unlike other e-commerce platforms, Amazon does not have instant online customer service. Therefore, if the buyer has questions before purchasing the product, he can only consult the seller through email. The time cost of going back and forth is very high. By the time the seller replies, the buyer may have left.
Therefore, this prompts sellers to express all information on the product page as richly, comprehensively and completely as possible, and at the same time to Continuously optimize products, carefully polish titles, pictures, five-line descriptions, long descriptions, etc., to fully display what buyers want to know.
This email system is a feature of Amazon. Its purpose is to encourage buyers to shop by themselves and simplify the entire transaction process as much as possible. If you want to buy, place an order and wait for delivery. If you don’t want to buy, change a product and continue to learn about it, saving worry, effort and time.
3. Focus on products, not stores
Some people say that if you want to do well on Amazon, product selection is the top priority. If you want to be a successful seller on Amazon, you can never rely on multiple stores or multiple SKUs (the basic unit for measuring inventory in and out) to operate , because stores generally do not appear when searching for keywords on Amazon, sellers can only rely on continuous product optimization to rank their products higher.
The business strategy of many excellent Amazon sellers is “fewer products, better products”. The entire store may only have a dozen products, and a few products may even be less than ten. A careful analysis of their products will reveal that many people write positive reviews within a month, indicating that sales are indeed good.
This business strategy will allow sellers to manage inventory more effectively, concentrate on making good products, and serve buyers well. When it comes to product selection, sellers should pay attention to three issues. First, they should choose The first is to choose the one you are familiar with, the second is to choose the one with price advantage, and the third is to choose the one that can meet the market demand.
4. Focus on customers, not sellers
Amazon has designed two evaluation systems, one is product review (Review) and the other is seller feedback (Feedback). The former is aimed at the products provided by the seller, and the latter is aimed at comprehensive factors such as the services provided by the seller. This shows that Amazon encourages customers to express their true shopping experience.
Both evaluation systems have a relatively large impact on sellers. The former affects sales and conversion rate, and the latter affects the seller’s ranking and gold shopping cart (Buy Box). If the evaluation star rating is very low, not only will there be no exposure and traffic, but Amazon will even warn or remove sales permissions.
However, sellers should not think that they will definitely be treated unfairly. According to the actual situation, Amazon has a better grasp of the balance between buyers and sellers, and it will judge the responsibility according to the actual situation. If it is indeed the seller’s problem, the account will be closed in serious cases; if the buyer is unreasonable or falsely accuses the seller for other motives, Amazon will also make fair treatment.