After fully understanding the security issues of the account, it is necessary to layout the account at all times, which can also be said to be a strategic positioning. Some Amazon sellers have a diversified supply of goods, so the distribution operation method is more suitable for them; while some sellers have a supply chain for certain types of products, so a refined operation method is more suitable for them. Everyone’s competitiveness is different, and the corresponding operating methods will also be different. There are several ways to layout your Amazon account.
1. Should we take the vertical market or the road of international branding?
If we take the vertical route, then sellers must find a good product line at the beginning. The focus here is on product lines, not individual products. This means that your products must be a series of the same category, not backpacks today, water bottles tomorrow, and mobile phone cases the day after tomorrow.
If you want to build an international brand, you must complete brand registration and corresponding national trademark registration after registering your account. After obtaining the R mark certificate, you must submit a brand registration application to Amazon. When operating accounts and developing products, you must make plans for long-term brand management.
2. Should we build products in a refined manner or distribute and test products?
In order to reduce operating costs, Amazon’s overall operations are becoming more and more refined and reduce SKUs. As we all know, Amazon focuses on Being customer-centric, Amazon will not display all products when customers search for the same product. The ones that can be displayed immediately are due to traffic orientation. According to Amazon’s flywheel theory, high-quality products and services combined with favorable prices can obtain more traffic.
Even if we want to distribute goods, we cannot distribute goods in large quantities of thousands or tens of thousands as we did a few years ago. We can only test several existing products to see which product The market data performs better. On any platform, there is a possibility that stores and products will be forcibly removed from the shelves and no longer be available for sale.
3. Should the small package be shipped by self-shipping, FBA, or a third-party overseas warehouse?
Self-shipping has low cost and low risk, but it has slow delivery time and many after-sales problems. .
The quality of products shipped by FBA must be strictly controlled, and the first-leg logistics is also a pain point, often causing delivery delays due to large quantities of goods. As for which method to choose, sellers need to compare multiple aspects.
Amazon’s FBA delivery fee is higher, but it has higher traffic, faster order placement, and saves worry and effort. The disadvantage is that the threshold is high, and you need to purchase a batch of goods and then bear the cost of air transportation. But then again, isn’t that what business is? High risks lead to high profits.
Third-party overseas warehouses can realize local shipments, FBA rapid allocation, etc., solving the problem of FBA out of stock.
4. Use 80% of the time to create popular products
Refined operations must be carried out starting from product selection, and then continuous optimization of shelf placement, logistics, and after-sales. The number of popular products in a store accounts for up to 20% of the total number of products. It takes 80% of the time to add 20% of the products into categories such as long-tail products, platform popular products, seasonal products, etc. Popular products take time to verify. , it may take one month or two months. In the early stage, you need to get at least 10 reviews before promoting, and then continue to attract traffic. Only after the traffic increases will there be more conversions.
Therefore, Amazon sellers do not have enough time and must spend 80% of their time creating popular products.
Sales = traffic x conversion rate x customer unit price.
5. Reasonable planning of delivery methods
The first thing we face is channel selection. Should we choose air freight, express delivery, dedicated line, or sea transportation? The corresponding timeliness of different logistics channels The difference will determine the transportation time and operation method of the goods.
Then you need to determine the shipment quantity. Most people have no idea about the shipment quantity. It is recommended to determine the shipment quantity based on sales volume and replenishment cycle. Replenishment cycle = domestic purchasing time + delivery time + customs clearance time + Amazon warehousing and shelf time.