Operations are never a one-dimensional problem and require comprehensive consideration of various factors. It seems to be a problem that new products are not selling well, but it actually contains multiple problems that need to be solved.
1. About advertising exposure
After the new product was put on the shelves, the automatic advertising ran for 5 days, but only more than 1,500 impressions were received. According to experience, the advertising exposure is obviously less. So, what are the reasons for the low automatic advertising exposure?
1. The product is too unpopular, the market capacity is small, and the search volume is small. If such a product is advertised, its exposure will inevitably be small.
The reader did not explain what his product is, so we cannot judge, but from the perspective of product selection, small and medium-sized sellers try to choose products that are slightly less popular but not too unpopular. If this definition of unpopular is quantified, That is, the Best Seller in this sub-category can place between 50-100 orders a day, and when it reaches about 20, it can still place about 20 orders a day. Such products are often dismissed by big sellers. For small sellers, the competition is not too fierce. It is easy to rush to the position of stable orders and stable profits. Although the number of orders per day is not large, it can be done in a month. , you can also achieve a profit of about 10,000 yuan for a single product.
2. Listing optimization is not done well, and the system cannot accurately identify the product and match it to the appropriate location
Listing copywriting is the basis for on-site traffic. If the listing is written well and the content is accurate and detailed enough, more traffic will be matched. However, if the content of the listing is biased and the category selection is inaccurate, this will lead to inaccurate traffic or even no traffic. .
For Listings that place automatic ads, the system will automatically identify the content of the Listing details and match them to the appropriate placement. Among the various contents of the Listing, category selection and title have the greatest weight. Therefore, when sellers publish products, , we must ensure that the category selection is accurate and the title should cover (multiple) core keywords of the product as much as possible. Only in this way can it be possible to gain more exposure by placing automatic advertisements.
[Tips] The tutorial “Amazon Listing In-depth Optimization and Advertising Operation” starts with product titles, pictures, descriptions and keywords to deeply optimize the listing, and then combines it with CPC advertising settings to help improve product rankings and attract more consumers. This led to a rapid increase in product sales.
3. The advertising bid is too low, the advertising is ranked low, and it does not receive enough display.
Although Amazon’s ad ranking is not purely based on bidding as the only factor, there is no doubt that ad bidding is an important factor affecting ad ranking. Another important factor is the quality score of the ad keywords.
When a listing opens an advertisement, if the exposure of the advertisement is low, if you check back and feel that your product is not too unpopular, and the details of the listing are well optimized, you should try to increase the advertising bid and then observe again.
2. About the Add-on Item logo
In the Amazon system, due to the consideration of unit order processing and delivery costs, the Amazon system will automatically add the Add-on Item mark to some low-priced products (generally less than $10.00).
When a product is added with the Add-on Item identifier by the system, it means that when a customer purchases the product, a condition must be met, that is, the total order amount of the customer’s current order needs to be greater than $25.00 (the order amount shipped via Amazon FBA) Yes, this $25.00 can be the total amount of multiple quantities of the product, or it can be the sum of the amount of products shipped by FBA from other sellers. In short, the amount must exceed $25.00 before you can check out (pay at checkout).
Of course, there are three ways to deal with the Add-on Item logo: 1. Don’t pay any attention to it. As long as Listing generates a certain order, generally speaking, after about 20 orders, the Add-on Item logo will automatically disappear; 2. . Increase the unit price of the product to $10.00 or above; 3. Change the Listing to the light and small shipping plan. Products using the light and small shipping plan will not be added with the Add-on Item mark due to unit price issues.
Because we often encounter new products that are added with the Add-on Item mark by the system because the unit price is too low, our processing method generally chooses plan 1 or 3.
3. About BSR ranking
Regarding rankings, many sellers always like to talk about the rankings of their products in large categories, but what I want to say is that once a product is selected and enters the operation phase, it is more important to pay attention to the rankings of small categories than the rankings of large categories.
4. About Product Review
As far as the US site is concerned, the natural review rate is about 1/130, so many sellers will be so anxious about reviews that they will leave reviews. Unless you have your own fan base, all the reviewers found on the market will – Review services may lead you into a risky place. Operate in a down-to-earth manner, pass on these unnecessary costs to consumers, and ensure product quality. As sales increase, reviews will naturally come. Reviewing is nothing more than seemingly winning at the starting line, but in the end, often losing at the end, or even not reaching the end at all.