What Amazon sellers must know when opening a store: Detailed explanation of comprehensive marketing and operation strategies
As the world’s largest cross-border e-commerce platform, Amazon’s complex operating mechanism confuses many sellers. This article will integrate a variety of knowledge required for Amazon sellers to open a store, including product recommendation rules, marketing mix strategies, on-site traffic drainage methods, product selection principles, etc., to help sellers better understand and operate Amazon stores.
Amazon product recommendation rules
The Amazon recommendation system is supported by complex algorithms, which mainly include five aspects: collaborative filtering based on item latitude, collaborative filtering based on user latitude, similarity based on the item itself, strong association rules before application, and algorithm mutual learning. These algorithms work together to ensure the accuracy and personalization of recommended content.
Collaborative filtering based on item latitude
For example, if multiple users purchased the same product A, then the purchase records of these users can be used as the characteristic attribute data of product A. By calculating the similarities between different products, it can be inferred which products should be recommended to specific user groups.
Collaborative filtering based on user latitude
Collect user’s purchase, browsing, collection and other product data, and list the products purchased by users as user attribute dimensions. For example, if user A purchased products 1, 2, 3, 4, and 5, and user B purchased products 1, 2, 5, and 6, then 12345 and 1256 can be simply used as attribute feature strings of A and B, through Simple clustering groups users into several categories.
Based on the similarity of the items themselves
For example, clothing A and clothing B are similar in style, price range, category, attributes, brand positioning, etc. If the similarity is high, when the user browses A, the system can recommend B.
Strong association rules before application
The focus is on the same purchase record. First, collecting data requires filtering out orders for only one item. Then perform one-to-one extraction statistics for each record, which is simply two statistical times. This is the number of times two products are purchased at the same time, which is suitable for one-to-one recommendations.
Algorithms learn from each other
Data sharing between all recommendation systems, regular automatic data updates, and automatic learning.
Tips for quick order placement for product listings
For new listings, sellers should not just wait for orders, but take proactive steps. Increasing reviews and promoting traffic are effective ways to improve conversion rates.
Add Review
Get reviews through gifts or products, Facebook, etc. It is recommended to leave around 15 comments. If you want to be safer, you can do it together with advertising.
Promotional traffic
Promotion can start after the product is put on the shelves. It is recommended to set it within 5 days. Leverage the traffic and exposure Amazon provides to attract customers for your new products.
Increase store Review star rating
The basic principle of Amazon Review star rating is to add positive and negative, and then weight the average according to the A9 algorithm. Here are the key factors to improve your star rating:
Review’s buyer quality
Environmental reviews left by healthy buyer accounts and shopping IPs will be ranked first.
With or without VP logo
VP (Verified Purchase) reviews are the most authentic reviews left by Amazon buyers after purchasing a product. Therefore, the reviews from these buyers will be more credible and convincing.
Review retention time
Reviews with longer retention times have higher weights.
Number of Review likes
The more times a Review is clicked Helpful, the higher its weight will be.
Review word count and content
Reviews with good text quantity and quality will definitely have some advantages in star ratings.
Operation work content
Amazon sellers need to pay attention to order sales, product keyword rankings, product reviews, order processing and after-sales service, CPC advertising, email processing, inventory checking, etc. every day.
Account association status
Amazon does not allow a seller to open multiple accounts on the same website. Common association situations include association with other people’s stores, association with Amazon stores on the same website, association with Amazon stores on different websites, and association between buyer accounts and seller accounts.
Methods to divert traffic within the site
Creating a perfect listing interface, setting up variations, and on-site advertising are common ways to attract traffic to the site. Among them, quantity and price strategies need to be paid attention to when setting variants.
Evaluation indicators for excellent copywriting
Bounce rate, conversion rate and visit depth are important indicators to measure the effectiveness of copywriting. Copywriting design should consider user experience and increase the depth of access.
Principles of product selection
When selecting products on Amazon, you need to consider the fit between the product and the platform, and follow the principles of interest and market demand.
Improve Review promotion skills
Sending reviews to test, impact rankings, and the impact of promotions on the brand are effective strategies to improve review stars.
Marketing mix strategy
Product mix strategy, price mix strategy, and channel mix strategy are essential marketing strategies for Amazon sellers. Enhance product value and surpass competitors through different marketing mixes.
The above is the knowledge and skills that Amazon sellers need to know to open a store. I hope it will be helpful to sellers. Lianlian Cross-Border Payment always pays attention to every little thing about sellers, and will also bring articles on related aspects in future articles to help sellers operate better.