For sellers, traffic is the basis of sales. Only by seizing traffic can sales be increased. So what are the entrances to Amazon’s internal traffic? How can we seize and utilize it? Let’s explain in detail.
Traffic entrance 1: Keyword natural traffic
When consumers search with a certain keyword, the seller’s products appear on the search results page. This is the keyword natural traffic entrance.
Keyword natural traffic entrance is the basic traffic entrance and the first traffic entrance for consumers to contact sellers. To make good use of keyword natural traffic, sellers need to start from three aspects.
First, product optimization should be done well, especially the keywords in the title should be used well. Keywords refer to words or phrases with noun structures used by consumers to search for a certain product. Since a product often has multiple different names, and consumers’ usage preferences when searching are also different, sellers must consider it comprehensively and try to use the core keywords that consumers search for appropriately in the title and product details. This is the basis for seizing keyword traffic; unlike the fierce competition for core keywords, long-tail keywords have low competition heat and high conversion rate, and they also need to be used appropriately in product optimization.
Second, ensure that the keyword ranking is as high as possible. Keyword ranking is affected by factors such as keyword weight, conversion rate and BSR ranking. If sellers want to seize the traffic of keyword ranking, they must work hard in these aspects.
Secondly, the advertising keyword slot should be at the front. Although advertising keywords belong to paid traffic entrances, for sellers, if they put in-site advertising, they must fully consider this point. The higher the keyword weight and the higher the bid, the higher the advertising position of the keyword.
Traffic entrance 2: Category node traffic
After consumers search for a keyword, many products will be displayed on the search results page, but some products are not consistent with consumer needs. In order to obtain more accurate results, consumers may choose to filter the category nodes on the left column of the search results page for a second time, which requires sellers to try to choose accurate category nodes when publishing products. Only when the category is accurate, the weight of the product is high, and it is easier to be displayed by the system in the front position of the search results.
In addition, accurate category nodes are helpful for the weight of the product, the weight of the keyword, and the keyword quality score, advertising slot, and advertising deduction of in-site advertising.
Traffic entrance three: BSR list traffic
The BSR list is a very interesting tool. For sellers, if they can rush to the top of the BSR list, in addition to increasing sales, the Best Seller logo and Amazon’s Choice logo can also give sellers great psychological satisfaction. For consumers, the BSR list is an important reference tool for their purchase of goods. For consumers like Prime members, the BSR list is a place they often visit.
Therefore, the BSR list is also an important traffic entrance. The only way to obtain it is to have good sales. The better the sales, the higher the ranking.
Traffic entrance four: Product details page associated traffic
A typical feature of the Amazon platform is that it has achieved the ultimate closed loop of traffic. Open any product detail page, and you can see many similar or related products. These product links provide consumers with more choices. If you don’t like the product you are currently browsing, you can also consider these related products.
In the latest version of Amazon, the related product positions in the product detail page are set as ordinary advertising positions and advertising positions with 4 stars and above. This means that if sellers want to use the associated traffic of the product detail page, they must place in-site advertisements for their products, and try to make the product’s evaluation star rating reach 4 stars and above.
Traffic entrance 5: In-site advertising traffic entrance
In-site advertising traffic is paid traffic, which is mainly distributed in the associated traffic positions of the search results page and the product detail page. If you want to make good use of the in-site advertising traffic, placing advertisements for products is a necessary condition.
There are two types of in-site advertising: automatic and manual. The two types of advertising have more subdivisions and details according to different settings. Regarding the settings of in-site advertising, it is recommended to refer to the contents of the relevant chapters of this book, and I will not repeat them here. Here I emphasize that if you want to use advertising traffic for a long time, advertising must be continuously delivered. The ultimate goal of advertising is to achieve a cost-effective input-output ratio and bring profits. Therefore, in the process of advertising, sellers must continue to optimize advertising around the input-output ratio.
Traffic entrance six: flash sales, coupons and platform activities Traffic flash sales
Coupons and platform activities (such as Prime Member Day, Black Friday, Cyber Monday, etc.) belong to abnormal traffic. The characteristic of this kind of traffic is that it can bring a surge in traffic in a short period of time. For this kind of traffic, since it is abnormal traffic, it should be defined as “icing on the cake” type. Don’t rely on it too much, but be prepared at any time and strive to use it appropriately.
For example, if you want to participate in paid flash sales, you need to evaluate its input-output ratio. Another example is coupons. If you still make a profit after setting them up, then you might as well try setting them up and make adjustments based on the conversion situation.
The core traffic entrances within Amazon are the above. After understanding the source of traffic, you can make targeted adjustments in operations. As store traffic increases, sales will also be improved step by step. This is the significance of operations.