Amazon sellers often encounter a sudden and sharp drop in sales of products that were originally selling well. The general reasons for sales changes are internal factors and external factors. The factors of Listing itself are:
1. Listing The content is frequently adjusted or product categories are changed
Although it is often said that we should pay attention to the optimization of the listing, frequent optimization is actually problematic, because after the listing is released, according to Amazon’s algorithm rules, modifying the listing again means re- Ranking weight of sorted listings, high-frequency optimization will break the inherent stability of the listing, which is why many sellers report that rankings and sales will decrease after modifying the listing.
2. The natural ranking of keywords decreases, and the exposure rate decreases
The decrease in the natural ranking of product keywords means that the product exposure rate decreases, and the traffic will tend to other higher natural rankings. For competing products, sales will naturally decrease. Sellers should optimize the keywords of their products and improve the natural ranking of their products to capture more traffic, gain more exposure, and thus obtain more orders.
3. The product is complained by buyers
Once the product is complained about, the weight of the link will decrease, which is also the reason for the decrease in order volume. Especially for complaints about product safety issues, product safety issues are almost the most serious issue in all audits on the Amazon platform.
4. End of advertising and promotion activities
Some sellers who often rely on advertising orders will naturally have an impact on order volume if advertising ends. Therefore, sellers should find ways to increase the proportion of organic orders to avoid costly passive advertising operations.
5. Low performance score, untimely reply to emails, increased ODR (order defect rate), high return rate, product out of stock, etc.
If Amazon’s email is received within 24 hours Failure to respond in time will be recorded by Amazon and points will be deducted, which will affect the competition for the golden shopping cart. It also affects the health of your Amazon account in the long run.
ODR (order defect rate) is an important indicator for Amazon to evaluate seller account performance. Once it reaches or exceeds 1%, you will lose the golden shopping cart for selling products and will likely be suspended or terminated by Amazon. Therefore, sellers must pay attention to ODR indicators.
Returns and out-of-stocks are also important factors affecting sales, because the return rate is too high. Long-term out-of-stocks will affect the weight of the logo, and out-of-stocks for more than three days may even directly reduce traffic by half.
Therefore, sellers must pay attention to these two issues, pay attention to the reasons why buyers return goods, optimize products according to the reasons for returns, and minimize the number of returns. When out of stock, make a stocking plan based on recent sales and choose reliable logistics to avoid out of stock. Of course, sellers should be careful not to blindly ship goods to avoid causing inventory backlog.
6. Incomplete product parameters
This is a problem that sellers often ignore. When optimizing, sellers often forget to fill in the product parameters. Sellers must not be confused because the product parameters are blank. Wasted opportunity to be recommended by Amazon’s system.
The above are the internal reasons for the sudden decline in Amazon sales. I hope it will be helpful to you.