As we all know, the weight of the Amazon system is different at different stages of listing. Weight is the key to ranking.
Based on Amazon’s A9 algorithm, it can automatically identify the performance of certain key indicators and determine the weight of the listing, thereby affecting the ranking of the listing. Therefore, sellers need to understand how the life cycle of the listing weight is distributed and what will happen in different periods? You can make appropriate decisions and actions at the corresponding time to increase the weight of the listing in a targeted manner.
The life cycle of the listing weight.
According to the life cycle, the weight of a listing can be roughly divided into the following stages: the bonus period when new products are listed, the sales growth period, and the period of being out of stock or being removed from the shelves due to bad reviews.
1. The bonus period of new product listing.
When the product is just listed, due to Amazon’s new product traffic support rules, the system tends to automatically identify and judge new product listings. As long as the listing category and detailed content are good, the system will give a relatively high weight coefficient. Driven by the higher weight coefficient, it will bring better natural traffic and advertising performance to the product.
2. Sales growth period.
As the sales of Listings grow and their rankings rise, the Amazon system will compare Listings with them horizontally. If the overall performance of a Listing in terms of the number of orders, conversion rate and other factors is better than that of its peers, then it can also get Amazon’s Listing weighting, making its opponents stronger. Therefore, new sellers on Amazon will get more opportunities.
3. Delisting period.
However, when a Listing is out of stock or receives bad reviews, the weight of the Listing will decrease, which will directly affect the decline in rankings and, in turn, sales. If all ads are placed before and after the out-of-stock situation, the overall performance of the in-site ads will be much worse than before the out-of-stock situation, and traffic, clicks and conversion rates will all be affected. If the outage or bad reviews are serious, this historical record may be optimized and adjusted to a certain extent, and it will be difficult to return to the previous peak level.