Amazon is by far the largest online store in the world. In most countries/regions, Amazon accounts for a large proportion of the entire online transaction. Amazon market allows external sellers to easily gain its huge potential. How does the question still become a successful Amazon seller? How to increase my sales in Amazon?
How to increase my sales in Amazon?
The answer to this is that it is not very simple, but it is not so difficult. Obviously, only when your sales rate is high can you become Amazon's successful seller. We will start with the basic knowledge of Amazon sales to provide clearer images. For this reason, let's take a look at the typical purchase process on Amazon. It explains the success factor that determines product sales. Then, we will see that the adjustment strategy available to Amazon sellers has a positive impact on success factor. Some of these very key factors must be grasped in time.
The two decisive success factor of Amazon's sales strategy is the good positioning of the product and related keywords and the share of shopping cart . For some products, the keyword ranking is more related, and other products have a shopping cart
The seller has more opportunities to improve the ranking of their products. It also obtains the ownership of the shopping cart by reducing the price.
Search, click, purchase \u0026#8211; Amazon's purchase process
To understand Amazon's success factor, we will from the perspective of users Come to see the purchase process. This helps to understand the decision -making steps to determine or target products. Through these decision -making steps, the seller must ensure that users choose their products.
The purchase process of Amazon's business strategy includes three simple steps. The user searches for specific products. They click on some products and finally buy one of them.
1) Search
The purchase process is usually searched on Amazon. The user enters the search word (\"keyword\") in the search field and then click \"Search\". Then, Amazon will display the list of all products that match the request to the request for keywords. Product classification is in line with Amazon's relevance. There are 16 products on the user search results for each page. By clicking, the user will reach the next search results page, which shows 16 products.
2) Click as the first one Two steps, the user clicks the product that arouses his interest.
These are products he wants to get more information. Wide research on the behavior on the search engine shows that more than 90 % of users only observe the results of the first page. Therefore, the farther the backward of the product, the lower the possibility of users seeing and clicking it. If you do not click the product, you cannot buy the product. In order to succeed on Amazon, the product must be as high as possible in related search conditions.
3) Buy
User click After the product, he or she will transfer from the search results page to the product page. He can find more information about products and their characteristics.
But the most important thing is that he still bought the product on the product page! Since many sellers can sell the same products at different prices, the problem of which sellers will buy from. In principle, users can further click to display the list of all sellers and discounts in order to choose themselves. According to research, 85 % of users purchased from merchants, and merchants are automatically placed in Amazon's shopping carts (\"Buybox\"). Therefore, to be successful on Amazon, the seller must be a pre -selected seller in the shopping cart. In short, the user decided (in the second step) which product he wants to buy. In the third step (buy), he decided which seller to buy from.
From the analysis of the purchase process, the seller maximizes his sales on Amazon, when his product appears in all related searchWhen the highest position of the word, he always appeared in the purchase box. Amazon's two core success factor
1) Product ranking of related keywords [123 [123 ]
2) Have Buybox
In order Optimize the ranking and optimize the ownership of \"Buy Box\". Ranking and \" Buy Box \" Optimization is different from each product
Ranking or
Buy Box Optimization is usually different for different products. Only under special circumstances, the seller in the product can optimize the ranking and purchase box.
The optimization of the product depends on the type of the product. All products on Amazon belong to these two types of products. Homeless product/own brand (only one seller): ranking optimization If it is its own product or its own brand product (That is, there is only one seller in the product), the search ranking optimization is the focus of attention.
For internal products, sellers usually have sovereignty \u0026#8211; this is a prerequisite for ranking optimization. Buy Box
Optimization is superfluous, after all, no other seller. Ranking optimization will increase the sales of your own Amazon products. Third -party products (at least two suppliers): Buybox optimization For third -party products (that is, at least two sellers have a seller Products), the focus is on the optimization of buying boxes.
Of course, sellers can also actively optimize the ranking of keywords related to third -party products. However, the problem is that the seller \u0026#8211; if they do not have asin priority \u0026#8211; on product display (title, description, etc.) without control effects.
This makes optimization less predictable. In addition, sellers usually do not take additional efforts and optimize their rankings, just to allow another seller to enter the purchase box and get additional sales. For example, the exception of this rule is (known) brand products. ProductBrand manufacturers should also optimize ranking, even next to other sellers. Finally, they also benefited from the sales of the middlemen.
Therefore, it is clear that the correct classification of the product into two products is very important for optimization. For its own products/own brands, the number of clicks will be improved through better rankings. For third -party products, merchants should get more purchases from existing points through the purchase box.
Generally, the seller has two types of products in its product series. However, many sellers pay attention to products of specific products. For example, if the shoe manufacturer sells his shoes and other brands of other shoes, then the ranking of his own shoes may be the focus.
If a wholesaler has 20,000 electronic products in his classification, including 50, he has exclusive marketing rights, then the focus is to optimize the purchase box. What are the adjustment factors for the seller to optimize Amazon's product ranking and buy box? After optimizing the ranking of the purchase box and selling third -party products, it can significantly increase the sales of its own products after the sales of the product, and the seller will have the following problems:
[ [ [
123] What should I do to optimize my product ranking or increase my ownership of Buybox?
The following section introduces all settings that merchants can influence on Amazon. In contrast to a wide range of views, there are obviously more adjustment of screw ratio.
Unfortunately, Amazon's \"optimization\" of Amazon \"optimization\" means the myth of price reduction by mistake. This is not true. (Note: In order to optimize the ranking, which adjustment screw must be changed, or the purchase box is determined by several factors.) The price, the variety and shopping experience determine Amazon's profit [123 123 [123 ] The seller actively uses fixed screws to increase its success, which can be inferred from the priority set by Amazon. Each successful transaction, Amazon receives 7-20 % of the variable seller fee.
Amazon's profit \u003d sales X seller fee
Sales are composed of the purchase quantity and purchase price again.
Amazon profit \u003d (purchase quantity X price) X merchant fee
The number of purchases depends on many factors, many factors,But Amazon mainly affects purchase through two main factors. The first factor is the scope.
If the user wants to buy a product and does not find it on Amazon, then it cannot be traded, and Amazon will not obtain income from the seller's fee.
The larger the scope, the more the Amazon and Amazon transactions, the more profitable. The second factor includes a few subtruster factors, but for simplicity, we summarized the shopping experience. This especially includes transportation conditions (duration and cost), product display (image, description \u0026#8230; \u0026#8230;), exchange conditions, comfort (no new account), user friendship (comment) ), Customer service (reaction time), etc.
If the user has set an account and entered a detailed display product store, then the product will be delivered within one day, no complexity, fast customer friendly interaction, and more customers for customers. Provide a very high shopping experience. If you compare this store with a shop without pictures and descriptions, users must register widely. The product will be available after only 2 weeks and then cannot be returned. Willing to buy. In the short term, a positive shopping experience will bring more purchases and increase customer loyalty in the long run, thereby bringing more purchases.
To make money for Amazon, this means: Amazon profit \u003d [(range shopping experience) x price] X merchant fee
Amazon was interested in the best adjustment of fixed screws because Amazon maximized its profits.
It is precisely that the success of the adjustment of the screw is also crucial to the success of the sellers on Amazon and his store, so it should be set up as much as possible. A successful store not only looks great in retailers, but also looks great in Amazon. For this reason, Amazon uses basic algorithms in keyword rankings and purchasing boxes to reward sellers who use the above fixed screws.
The seller can not only optimize the price, but also optimize the scope and shopping experience For sellers, in addition to the price, they still have two more more more Large settings can be used to increase their sales in Amazon.
Long Tail
Through the unique series that has not yet been listed on Amazon, the seller will automatically enjoy the related keywordsGood ranking. If a retailer is the only person who provides a rare Ming -style vase, then he will be ranked first in the search terms \"Rare Ming Vase\".
Similarly, he will automatically own Buybox because there are no other sellers in this product. Through a good range, it can reduce or avoid competition.
However, if a person is in direct competition, the shopping experience and price are the decisive factor. Shopping experience It is not all the factors of all shopping experiences to control the seller. For example, the seller has no effect on the checkout process or user friendship.
However, the seller has a significant impact on other factors of the shopping experience. Especially product display, transportation conditions and customer service are the scope of the seller.
Because Amazon's own profit from a good shopping experience, Amazon will reward retailers' efforts to improve the shopping experience accordingly. Price Many retailers believe that if you want to rank higher in Amazon, you must reduce the price. This is not true.
For related keywords, the most favorable products are not the best, nor do they always provide the best price in the purchase box.
This can be explained by Amazon's profit function: the lower the price, the less Amazon's profits. Of course, high prices cause users to either buy at all or buy it from cheaper competitors. Therefore, Amazon must find the correct balance between prices and quantities in the market. Balance means that the price of the highest fee of Amazon pays as high as possible, and at the same time, it is low enough that Amazon will not damage its reputation as a price leader, and will make users lose motivation Essence
For the seller, the important point is that Amazon does not always win the best price, but it can also increase the price to increase sales. Conclusion: The seller hopes to increase Amazon's sales, depending on the two successful factors. According to the product type (self -product/own brand or third -party product), the good location of the relevant keywords or the ownership of the purchase box is very important.
In order to affect Amazon's conversion rate, Amazon sellers can use the following factors:
Shopping experience Product introduction (title, description, product information, evaluation, picture \u0026#8230; \u0026#8230;) Delivery terms (transportation, duration, FBA use)
Customer service (for example, the response time required by the customer)
Price
In all these factorsOn the top, you can actively and have a destination to optimize the ranking or optimize the purchase box.
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