The advantages and operation guide of Amazon’s portfolio sales: including product portfolio, advertising structure and cross-border e-commerce strategy

On the Amazon e-commerce platform, product bundle sales (Bundle) have become one of the important strategies to increase sales. This article will discuss in detail the definition, operational requirements and advertising management skills of Amazon’s combined sales, while combining the advantages of third-party overseas warehouses and Amazon FBA to help sellers achieve better market competitiveness.

What is product portfolio selling?

Package selling refers to bundling two or more related products together for sale. This method can usually effectively enhance the market appeal of the product. When the products are matched, they can meet the diverse needs of buyers while providing significant advantages in price. In the mix, the products with more functions and higher price are called “essential products”, while the products with lower price are called “auxiliary products”.

Operational requirements for combination sales

1. Separate ASIN and UPC codes:
   Each combination package must have an independent ASIN and UPC code. Sellers must ensure that these two codes have nothing to do with any single product in the combination when listing.

2. Clear product portfolio:
   The combined products must be complementary and cannot be different variations of the same product. For example, if you are selling socks in multiple colors at the same time, you should use variations instead of combinations.

3. Combined title format:
   The title cannot exceed 200 characters, must include the word “Bundle”, and accurately describe the contents of the bundle. Examples of title formats include: "Bundle-3 items; Product A, Product B, and Product C", or "Main Product Title Bundle with Component Products".

4. Return and Exchange Policy:
   For returns and exchanges of combined products, all products must be returned together. Individual products in a package cannot be returned or exchanged individually.

How to use advertising mix to increase sales?

In terms of advertising, sellers need to make reasonable plans to ensure the efficiency of advertising activities. Advertising Portfolio is a management tool that can group multiple advertising campaigns by specific series, advertising purposes or seasonal products to improve management efficiency.

• Category management of advertising portfolios:
  After defining the advertising portfolio, sellers can put similar types of advertising campaigns into one portfolio to facilitate unified budgeting and analysis of advertising performance.

• Flexibly adjust your advertising strategy:
  Based on market feedback and sales data, timely adjustments are made to advertising budgets, portfolio content, and goals to increase the return on advertising investment.

Double advantages in cross-border e-commerce

In order to optimize cross-border e-commerce logistics management, many sellers use third-party overseas warehouses in conjunction with Amazon FBA. This dual advantage can increase the flexibility and efficiency of warehousing and distribution.

1. Global logistics coverage and professional management:
   Third-party overseas warehouses usually have extensive logistics coverage and are managed by a professional team that can quickly respond to customer needs.

2. Top customer experience:
   Choosing Amazon FBA can leverage Amazon’s brand influence to ensure timely delivery of orders and high-quality after-sales service, which is crucial to improving customer satisfaction.

3. Data analysis and optimization:
   Sellers can use logistics and sales data for analysis to optimize inventory management and advertising effectiveness, thereby achieving higher business growth.

Conclusion

Through effective product portfolio strategies, reasonable advertising management, and combining the dual advantages of third-party overseas warehouses and Amazon FBA, cross-border e-commerce sellers can increase product sales and achieve sustainable development in a highly competitive market environment. Sellers should always pay attention to product and market changes to flexibly adjust their strategies. These measures will give sellers a greater competitive advantage on the Amazon platform.