For sellers who open cross-border stores on the Amazon platform, continuing to receive traffic “blessing” from both inside and outside the site is undoubtedly the best way to enhance brand influence, store comprehensive ranking, and expand sales. So, what are the Amazon stores? Marketing and promotion model inside and outside the site?
1. In-site traffic: Make reasonable use of natural + paid traffic.
When opening a store on Amazon’s cross-border platform, on-site traffic is a very important source of traffic, which can help merchants achieve quick transactions. Currently, on-site traffic is mainly divided into search traffic, associated traffic, browsing traffic, and event promotion traffic.
Search traffic is the traffic entrance for cross-border sellers to directly reach the product details page by searching for product keywords on the Amazon platform. When designing product details pages and formulating titles, cross-border sellers need to target different Keywords can be “nested” in to get more search traffic. Associated traffic is to establish “associated relationships” for related products at the bottom of the product details page, thereby bringing traffic to associated products, such as mobile phones + mobile phone membranes, women’s clothing + accessories and other product associated combinations, which can also generate a certain amount of traffic due to associations. . Browsing traffic is based on the category column, Best seller list and filter conditions to filter out the products that cross-border sellers are interested in. Event promotion traffic is obtained through flash sales, promotional activities, etc.
Currently, Amazon’s cross-border platform traffic acquisition mainly relies on two methods: natural acquisition and paid traffic acquisition. During the store operation process, cross-border sellers need to make reasonable selection and use based on their own store operation conditions and product promotion needs.
2. Off-site traffic: Optional when funds and technology are sufficient.
Different from the way of obtaining traffic on the site, obtaining traffic outside the Amazon cross-border platform comes from various sources and methods. At present, off-site traffic mainly comes from some off-site promotion websites, SNS social traffic such as YouTube, Amazon alliance, independent website traffic (payment port, discount code), blogs, forums, email marketing, SEM, etc. Due to different acquisition methods and sources, these off-site traffic often require a certain amount of capital investment.
For cross-border sellers, the marketing promotion model inside and outside the Amazon store site can be combined in various ways and play a comprehensive role. Many times, there are obvious differences in the functions and effects of different combinations. Cross-border sellers can rationally customize marketing promotion strategies inside and outside the Amazon store site based on the actual store conditions and product promotion plans, thereby effectively increasing sales and attention.