On Amazon, whether you build your own products or follow sellers, you may have all kinds of love-hate entanglements with your shopping cart. Especially for sellers who follow the sales, this feeling is even stronger.
1. What is a golden shopping cart?
There are two types of shopping carts, one is an ordinary shopping cart, and the other is the “golden shopping cart” that everyone is discussing. We need to discuss The golden shopping cart is actually the shopping cart we see when we search for products.
This kind of shopping cart is called a golden shopping cart because of its golden color. Don’t be frightened by the term “golden shopping cart” and think it is some advanced version of a shopping cart. In fact, it is just a shopping cart. Obviously, the function of the golden shopping cart is to allow us to easily add products. in the customer’s own shopping cart. Without a golden shopping cart, this process becomes more complicated. Customers must first click “Available from these sellers” and then go to the add shopping cart page to add to their shopping cart. Many customers may not do this, thinking that this means the product cannot be purchased.
If you still feel that the golden shopping cart is dispensable, then let’s take a look at some data. According to Amazon statistics, 80% to 90% of customers place orders through the shopping cart. In other words, if we don’t win the gold shopping cart, we are saying goodbye to 80% to 90% of customers on Amazon. Isn’t this data scary?
By the way, Amazon’s total US sales in 2016 were $127.5 billion. You can do the math yourself. If you don’t have a shopping cart, will you say goodbye to hundreds of billions of dollars? There will definitely be people who think, “I’m not greedy, I just want a piece of the pie here and that’s enough.” Then let me tell you another fact. The remaining less than 20% of the sales amount also includes the proportion of consumers who click in and purchase the lowest-priced seller’s product when multiple sellers compete for the shopping cart. In other words, The proportion of consumers who place an order after checking the sellers they are selling to is also included in this.
Do you still think the shopping cart doesn’t matter?
So why is the shopping cart so important and favored by consumers? Why do customers come to Amazon to shop? Most consumers come to Amazon because they trust Amazon, not because of low prices. The trust here also includes trust in the shopping cart. Customers believe that Amazon will show them the sellers that are most suitable for them, so customers are willing to believe that the products in the shopping cart are provided by high-quality sellers.
There is another important reason. There is a function called Buy now with 1-Click. This “unbelievable” function allows customers to successfully place an order for this product with just one click of a button. There is no need to do anything else, which brings great convenience to customers. Even if you don’t use this function, it is very convenient for customers to place orders through the shopping cart. Moreover, what European and American customers like most is this convenient shopping method.
So, what are the basic conditions for obtaining a golden shopping cart? First, you must be a professional seller to get a shopping cart. Second, the product must be new. Obtaining second-hand or officially refurbished shopping carts is a different set of logic. Third, there is no doubt that the product must be in stock. The above three points are the necessary and sufficient conditions for sellers to obtain the golden shopping cart. If any of the above points are not met, the seller will not be able to obtain the golden shopping cart.
2. What misunderstandings should be avoided with shopping carts
In fact, there are still many misunderstandings about shopping carts, which are summarized as follows.
1. Price determines whether to have a shopping cart
The shopping cart is definitely not only related to the product price. The author has found through many practices that the relationship between price and shopping cart is closer when low-priced products compete. Such low-priced products are typically those under $15, while signs of such a strong connection are not very evident in mid- to high-end products above $25. Therefore, we must not unilaterally believe that the shopping cart and product price are the only ones related.
2. The shopping cart is controlled by Amazon
Many people take it for granted that as long as Amazon is selling as a seller, the shopping cart will always belong to Amazon. In fact, this is a very outdated idea. Amazon has long ago abandoned the behavior of a single seller always owning the shopping cart, and switched to sharing in turns. To put it bluntly, a shopping cart is like a shared bicycle. Anyone with good conditions can get on the bicycle.
The reason why Amazon can grab shopping carts more easily than third-party sellers is because Amazon defines itself as the perfect seller. As a perfect seller, Amazon’s probability of grabbing the shopping cart is naturally much higher. Most sellers have flaws of one kind or another, which creates the illusion that they can’t compete with Amazon. But if your seller rating is perfect, you can compete with Amazon for shopping cart ownership.
Especially for private label sellers, Amazon may have some products similar to yours to sell in this way. But since your supply is much more stable than Amazon itself, if you are perfect enough, you can easily get the shopping cart back. Therefore, don’t think that Amazon controls your shopping cart. In fact, it’s just that you are not perfect enough.
3. What factors will affect the acquisition of the golden shopping cart
Sellers are affected by some factors in order to obtain the golden shopping cart. Next, let’s deal with these factors and help sellers figure out how to get the golden shopping cart.
?Delivery method. This refers to self-shipping or FBA. Amazon’s FBA delivery method is the most influential factor in obtaining a shopping cart, and is also a key factor for novice sellers to quickly obtain a shopping cart.
? Product price. This generally refers to the final landing price, not the sales price displayed on the seller’s page. The landing price includes the product selling price + postage + tax that consumers need to pay. Buying things in the United States requires additional tax, and the tax rate is different in each state, so there are no different statistics here. But you must understand that you should not make your product prices look low by lowering the sales price and increasing postage. It is useless.
?Seller ratings. This is what sellers should pay most attention to every day, and it is also what should be maintained most every day. If the seller cannot maintain the seller rating, he may have to use a lower price to grab the shopping cart.
?Shipping time. This refers to the time when customers can receive the goods. A higher on-time delivery rate is one of the factors that improves the shopping cart acquisition rate. At the same time, Amazon will also adjust the owner of the shopping cart based on the product distance between the buyer and the seller.
? Number of historical orders. Amazon will use historical order volume to determine whether a seller can obtain a shopping cart, because the seller’s performance in various aspects can be measured through these historical orders. Therefore, this is also the reason why many white-shipping sellers slowly obtain shopping carts after placing some orders.