It is very important to understand the search results page, because this page is the battlefield between us and other peers. Only by understanding this page can we know how to fight our way out of the encirclement of peers and how to let consumers click to enter my product page instead of entering the product page of peers.
1. Market capacity
Enter a keyword in the search bar, and the page that appears is called the search results page. There is a market capacity in the upper left corner of this page. The market capacity means that there are 4,000 products with this keyword in the category you searched. However, this number is an imaginary number, not an accurate number. The real number should be around 4,000, which may be more than 3,800 or more than 4,200. Generally, we can roughly judge whether the market is worth entering and whether the competition is relatively fierce through the numbers here. Generally speaking, more than 10,000 is considered to be fiercely competitive. Newbies can make about 5,000 products in the early stage. The market capacity is not very small and the competition is not very fierce.
2. Prime Advertisement Position
The prime advertisement position is an ad position that can only be placed by sellers who have registered their brands. It is located at the top of the search results page, which is the best display position with a large amount of traffic. However, the price of the prime advertisement position is also relatively expensive. Generally speaking, sellers who are not super big sellers will not place it in this position.
3. Advertisement Position, Prime Logo, Number of Comments
The product marked with Sponsored in the picture means that this position is an ad position, which is occupied by sellers who place automatic or manual ads. The ranking of the ad position is not calculated in the Amazon BSR (Amazon Best-Seller Rank, Amazon’s hot-selling product ranking). Whoever bids higher and has greater advertising rights will be ranked first.
4. Best Seller
On the product search page, a yellow logo “Best Seller” appears in the upper left corner of the product, which means that the sales ranking of this product in a certain category is No. 1 and it is the best-selling product in this category.
Obtaining the Best Seller logo can increase the click-through rate of the product. If the click-through rate is doubled, the final profit may increase by 3 to 8 times. Because the Best Seller logo can attract buyers’ vision in terms of color and position.
Obtaining the Best Seller logo can increase the conversion rate of the product. Because many buyers have a herd mentality, “Since this product is the best-selling product, then this product must be of good quality and easy to use.” Use consumers’ herd mentality to increase the conversion rate of the product.
Obtaining the Best Seller logo can also increase traffic, because some buyers will search for products through the list. In addition to this part of traffic, Amazon platform will set aside a part of the budget every year to actively promote products with the Best Seller logo on the Amazon platform. Such products can get the Best Seller logo, which means that these products are of relatively high quality and are liked by buyers. Amazon is also willing to help sellers promote these products.
Because Amazon’s ranking backend data is updated every hour, if your product sales rank first in this category within a calculation cycle, you can get this badge, thereby obtaining higher click-through rate, higher conversion rate and more traffic. For novice sellers, when you are familiar with the whole process, you can grab the Best Seller badge of a small category.