Amazon platform product selection strategy: in-depth exploration based on big data and vertical market segments
Enterprises and individual sellers operating on the Amazon platform are facing an increasingly fierce competitive environment, and how to accurately select products has become one of the key factors that determine their success or failure. This article will combine the data analysis tools provided by Amazon to explore effective product selection methods.
Use Amazon Brand Analytics (ABA) to identify market trends
The brand analysis function (ABA) of Amazon’s backend provides keyword search frequency rankings, which helps sellers understand which product categories are receiving attention. However, relying solely on top keywords for product selection may lead to neglecting market segments that are on the rise. Therefore, it is recommended that sellers pay more attention to trends rather than just top keywords.
Use the seller wizard tool to make refined product selections
In order to more accurately find products with potential, sellers can use third-party tools like Seller Genie. For example, the “Keyword Trend Selection” function not only displays the search frequency ranking of keywords, but also includes information such as ranking growth rate, trends, and weekly changes. This additional data can help sellers identify products that are experiencing steady growth in demand.
In addition, by selecting the categories of interest, such as Sports & Outdoors, and applying appropriate filter conditions (such as ranking growth greater than 10,000 in the past 4 weeks, ranking growth rate greater than 10% in the past 4 weeks), sellers can quickly Target keyword segments that perform well in specific categories.
Analyze the difficulty of keyword market competition
After identifying your target market, the next step is to evaluate the competitive difficulty of your keywords. “Click concentration” is an important indicator, which measures the proportion of clicks on the top three ASINs on the keyword search results page. If the click concentration for a certain keyword is too high, it indicates that the market is very competitive and may not be an ideal choice for new entrants.
Cross-border e-commerce product selection requires advance planning and deep exploration in vertical fields
It is worth noting that cross-border e-commerce product selection needs to be prepared at least one quarter in advance. In addition, with the changes in Amazon platform rules, the practice of simply relying on middlemen or directly copying other people’s product information is no longer applicable. Successful cross-border e-commerce companies in the future will pay more attention to the construction of vertical supply chains, that is, focusing on product development and improvement in a specific field rather than casting a wide net.
Continuously optimize products based on consumer feedback
Finally, upgrading existing hot-selling products is also one of the effective ways to improve competitiveness. Sellers should actively collect and analyze user reviews (especially negative reviews) to improve and upgrade their products based on this. This approach not only better meets customer needs, but also helps build long-term brand loyalty.
Through the application of the above strategies, sellers can find a development path that suits them in a complex and ever-changing market environment.