Comparison of advertising strategies for standard products and non-standard products on the Amazon platform and analysis of logistics options

On the Amazon platform, the advertising structures for standard products and non-standard products need to be designed differently according to their characteristics. At the same time, sellers also need to consider whether to use self-shipping or FBA (Fulfillment by Amazon) logistics models.

Characteristics and advertising strategies of standard products

Standard products usually have the following characteristics:

• Functional attributes are greater than personal preferences: purchasing decisions for standard products are based more on the functionality and practicality of the product rather than personal preferences or style preferences.
• Concentrated and precise traffic words: Customers usually use some specific and precise keywords when purchasing standard products. The search volume of these keywords is large and precise.
• Clear shopping goals and usage scenarios: Customers usually have clear shopping goals when purchasing standard products. They know what kind of products they need and their usage scenarios.
• Categories are concentrated in specific fields: standard products are usually concentrated in home kitchens, tools and home decoration, such as book lights, garden hoses, etc.

Advertising strategies for target products mainly include focusing on search traffic and keyword rankings. By setting up SP keyword ads, especially Exact matching type ads, you can improve your product’s ranking in search results and attract more accurate traffic.

Characteristics and advertising strategies of non-standard products

Non-standard products have the following characteristics:

• Personal preferences are greater than functional attributes: The purchase of non-standard products is more affected by personal preferences and style preferences rather than the practicality of the product.
• Traffic words are scattered: The keywords used by customers when purchasing non-standard products are relatively scattered and not as concentrated and precise as standard products.
• Unclear purchasing goals: Customers may not have clear shopping goals when purchasing non-standard products, or may be unsure of the name of the product.
• Extensive categories, covering multiple fields: non-standard product categories cover clothing and shoes, men’s and women’s accessories, toys, gifts, decorations and other fields.

Advertising strategies for non-standard products should focus on related traffic to expand product exposure and increase the diversity of traffic sources. By setting up automatic ads, broad matching SP keyword ads, as well as ASIN positioning and category positioning ads, you can attract more product-related traffic.

Comparison of the advantages and disadvantages of self-shipping and FBA

Advantages and disadvantages of self-delivery

The advantages of self-delivery are mainly reflected in the following aspects:

• If there is a recipient, the local area can assist with customs clearance: Self-delivery will have a specific recipient and contact information. When the goods arrive locally, the seller can contact the customer to assist with customs clearance.
• Can communicate directly with customers: Because we are directly connected with customers, if problems arise, we can communicate directly with customers.
• There are many choices of logistics channels: almost all channels can be used, but not all channels can be used for FBA.
• Can meet customers’ timeliness needs: If you want to meet customers’ timeliness needs, it is best to choose the four major express delivery (i.e. DHL, FedEx, UPS and TNT). For goods sent to the United States or Europe, DHL, FedEx, and UPS can meet the fastest delivery time of 2 to 7 days.

Advantages and Disadvantages of FBA

FBA has its own advantages and disadvantages, as follows:

• Advantages: Amazon’s logistics services are more professional, can provide faster services, and reduce the logistics pressure on sellers.
• Disadvantages: The cost is higher, and the cost burden is heavier for small sellers.

Summary

Whether it is a standard product or a non-standard product, the advertising strategy on the Amazon platform needs to be flexibly adjusted according to the characteristics of the product. The choice of logistics needs to be weighed based on the actual business scale and scope of the seller. Through reasonable advertising strategies and logistics solutions, product sales and growth can be increased.