As long as the seller is selling goods, product optimization is a task that runs through the entire operation. Product optimization needs to be done all the time and continuously, but it cannot be done every day. In product optimization, we must grasp the rhythm and frequency.
Although we are accustomed to calling every adjustment of the product “product optimization”, it must be pointed out that if the product-related data performs better after the adjustment, it can naturally be called “optimization”; if the product-related data after the adjustment is not as good as before, it is just “adjustment”.
We expect that every adjustment will make the product-related data perform better, but the reality is that every adjustment may have two results: the product-related data performs better and the sales ranking rises, or the product-related data performance becomes worse and the sales ranking falls.
In order to avoid the deterioration of product-related data performance, for the optimization of products after they are put on the shelves, we must adhere to the principle of “no movement and three movements”.
Second, no movement: when sales are stable, the product content will not be adjusted; when sales are growing steadily, the product content will not be adjusted.
Three actions: If the parameters of the product details are wrong, adjust them immediately: when sales drop sharply, analyze and adjust; when there is no sales for a long time, adjust in time.
The principle of “two do not move and three move” is explained in detail, that is, the optimization of products in the operation process can refer to the following suggestions. When a product is in a strong momentum and sales are growing, it means that its development trend is very good. At this time, any adjustment may destroy the original weight of the product, resulting in stagnant sales growth or even a decline in sales. Therefore, it is recommended that sellers do not make any adjustments to the product details at this stage. Even if there are minor flaws in the product details, such as irregular punctuation, inconsistent uppercase and lowercase, etc., do not change them. You can record them temporarily and modify them later when optimizing.
When the sales and ranking of a product are relatively stable and meet the seller’s operational expectations, it is recommended not to make any adjustments to the product.
During the sales process, if the sales of a product drop sharply, by comparing with the products of peer sellers, you find that your product has some shortcomings. At this time, you should make corresponding adjustments to the product. During the adjustment process, sellers need to adjust, record, and check the effects while adjusting the product content and details to what they think is better. Record the changes before and after the adjustment, and observe the changes in the exposure, traffic, sales and ranking of the adjusted product.
For a product that has been dormant for a long time and has no or very little sales, it is always a good time to adjust. Because of the long-term silence, the weight of the product has been reduced to a very low level by the system. An adjustment may activate the various weight indicators of the product and allow the product to re-enter the ranking rising state. In this sense, every adjustment of dormant products is an optimization.
After the product is put on the shelves, if there are product parameter errors, material discrepancies with the actual product, and other defects in the product description, whether it is discovered by the seller himself or reported by the buyer, the seller should take immediate action to modify the corresponding content of the product.
In terms of product optimization, except for the above-mentioned situations where changes must be made, most of the time the product should be in a relatively stable state. Every time I hear a seller say that the core work of his daily operation is to optimize the product, I am a little amused.
For sellers, product optimization is important, but it does not need to be done every day. The reason is that there is no absolute standard for the quality of a product, and it needs to be judged to a large extent based on sales data. There is no perfect product. As long as the details of a product meet the requirements of the platform and the sales volume can meet the seller’s expectations, we can consider it an excellent product. The right one is the best, and we should avoid blindly pursuing “best” and “perfection”
The product should be kept in an “excellent” state as much as possible, because for Amazon’s A9 algorithm, each product adjustment means the algorithm is re-crawled, run and sorted, and the A9 algorithm will perform a new calculation based on the latest product page information. The simple understanding is that if the seller’s adjustment happens to fit the platform’s algorithm, the product ranking will be improved; if the new adjustment is contrary to the platform’s algorithm, the product may be counted in the re-sorting state, and the weight and ranking may decrease.
We can also understand it this way. A group of people are queuing, and everyone in the queue moves forward in order. The rule of queuing is “no waiting after expiration”. If you walk out of the queue and come back, you can only queue at the end of the queue.
The ranking of products is somewhat similar to this. When all other conditions remain unchanged, the weight of the products is gradually accumulated, and the ranking is forward in sequence. Each unreasonable adjustment may cause the products to be re-ranked from the end by the A9 algorithm. This is why many sellers experience worse performance of product-related data and a decline in ranking after “optimizing” their products. “Optimization” destroys the original balance and causes the weight of the product to decrease.
Of course, the A9 algorithm is definitely not as simple as “no waiting after expiration”. Amazon takes more factors into consideration when ranking products, including the consistency of product details and categories, the matching degree of keywords, conversion rate, etc. This requires sellers to have a global mindset when optimizing products and comprehensively measure each relevant factor.
After each product optimization, it is best to appropriately reduce the product price, increase the bidding and budget of the in-site advertisements, and use the dual drive of “advertising to import traffic, low prices to bring conversions” to resolve the adverse effects of the weight reduction that may be caused by product adjustments.
In addition, since the feedback of the effect after product optimization has a certain lag, sellers should set aside a certain amount of time to observe the effect of optimization after each optimization. The author’s suggestion is that after each optimization, a 3-7 day observation period should be set aside. If the sales volume and ranking of the product remain stable or increase during this period, then it is naturally good. If there is a slight decline and then a rebound, it is also acceptable: if the overall performance of the product data during and after the observation period is not as good as before the optimization, then the product needs to be optimized again.
This involves another topic, the archiving of product copy. It is best for sellers to create a separate document for each product, from the initial product content to the content before and after each subsequent adjustment, and record and archive them in detail for later verification and reuse.