2 models won #1 Best Seller, 2 models won #1 New Release, and 1 model won Amazon Choice.

Amazon The second Prime Day, the first in the year, was held as scheduled last week. Although some sellers reported that sales were not as strong as summer, many Huimen and sellers reported that the sales of most products will increase by at least 50%-100% compared with usual, and the sales of some products increased by 2-3 times.

. A little careful fellows will find that from the two weeks before the festival season to the present, the listing of their own product listings, brand flagship store layouts and competitor advertising spaces have undergone major changes. In today's article, we will focus on introducing 3 new Listing columns:

• Similar Brands on Amazon Similar brands
• Other popular products from this brand More best-selling products of the same brand
• Amazon celebrity comments

At the same time, Huiwang held two live broadcasts through the Huiwang celebrity account last week's membership day. The two live broadcasts totaled 2 hours and 45 minutes. The introduced Zhiying Huijun products generated a total of 26 orders (one of which was a celebrity posting order), with sales of $753.39. Among the products that were issued after the live broadcast, the

2 won #1 Best Seller, the 2 won #1 New Release, and the 1 won Amazon Choice. How we did it, and what should you pay attention to when participating in Huiwang live broadcast? We will share it with you in today's article.

Part 1: Amazon video ads display

0 You can check out your Listing page today. I believe many members will find that there is a video column on the A+ of their Listing page, all of which are videos from competitors. The English name of this column is: Similar Brands on Amazon (similar to brand)

Take the following Listing screenshot as an example. You can see that this column has a particularly great impact on traffic and Listing conversion. The main reason is:

The impact of similar brand advertising space on traffic and conversion

1. is on the top of the A+ column, which is more conspicuous and
2. . All videos are displayed, very intuitive and vivid
4. The product brand and flagship store link are displayed above each video
5. The product, evaluation, star review, price

Let’s give an example. If you spend advertising fees to introduce customers to your product Listing details page, but If your videos are not as vivid as these similar brands, the price has no advantages, the star review is less than the competitors, and the rating is lower, then there is a high probability that this customer will lose . Your advertising fee is also in vain.

However, the ad slot of is not displayed on the mobile phone for the time being, so the more that temporarily affects the conversion rate is on the desktop.

Youhuishuo recently asked us what kind of advertising form this is. Last week, we also consulted the Amazon advertising team in the United States. The answer I got was , which is the new version of Amazon brand video advertising .

At the same time, everyone needs to pay attention to that Amazon's requirements for videos are also increasing, because ordinary synthesis or videos recorded in China can no longer drive the conversion rate to continue to rise. From the following screenshot, we can see that basically all sellers who place video advertisements on are using materials recorded overseas to create advertisements. Here we also remind everyone that all Huimen who participate in Huiwang Smart Camp project can deliver the products to Huiwang Vancouver office. We will shoot overseas materials for free (if you need models or specific videos or image effects, an additional cost will be incurred)

Part 2: Google advertisements are displayed in the Amazon Listing page column

Other popular products from this brand (more best-selling products of the same brand) are Amazon's latest version. You can see Amazon's instructions in the Amazon Seller Center news.

According to Amazon's instructions, from now until the entire festival season of New Year's Day 2023, any product that meets the following requirements can display more products from the same brand store on its details page. The relevant requirements are:

How to make Google advertising products appear on Amazon details page

1. Store completed brand registration
2. Listing Brand has completed registration
4. Listing Brand has completed registration
6. Completed the "Amazon Brand Drainage Plan" (Brand Referral) Register
7. Create off-site promotion links through the above plan.
8. Related links are made on Google.
9. . Although we still cannot see the specific product display form, we believe that it will be very similar to the "similar brand" display position in the first part. Moreover, this layout is not displayed on the mobile terminal.

At the same time, if you know about Amazon's recently launched "Buy with Prime" function for American sellers, I believe it is easy to associate "Buy with Prime" (Listing and independent website sharing function) and other popular products from this brand (more best-selling products from the same brand).

is obvious. is now increasingly encouraging off-site promotion, and will even return more than half or even more commissions to sellers through the "Amazon Brand Referral". Considering that the sales commission of most Amazon products is 8-15%, and the commission for a few categories (Amazon Alexa accessories) is even as high as 45%, Amazon encourages every seller to actively develop more off-site promotion channels, reduces dependence on in-circuit advertising, and allows sellers to move away from the passive situation of over-reliance on-site advertising and failing to make profits.

Starting today, Huiwang will help all Huiwang who need to activate Other popular products from this brand and perform Google advertising settings for free.

Part 3: The effects and differences between Amazon seller posts and popular posts

If the above two new versions are more targeted at desktop computers, then what I will introduce to you is the change in the mobile version.

Here we mainly talk about "Post" (post), but there can be two types of people on Amazon - sellers themselves and celebrities. Now let’s take a look at the differences between these two categories.

1

Seller Post (Seller Post)

In previous articles, we have introduced the publishing methods and functions of seller posts to you in detail, but we have seen that except for some Hui.com Laohui officials who are skilled in operations, there are not many sellers who are accustomed to posting now.

The following is the post we posted for a Huiren in the Zhiying project. You can see the detailed data (the relevant screenshots have been posted with Huiren and have covered up sensitive information). In the picture below, you can see:

Case: Huiwang Zhiying Huiren flagship store post effectiveness

1. Number of posts: 11 (basically one per day)
2. Exposure: 4791
3. Customer reaching: 2854 (on average of 1.68 displays per customer)
6. Number of posts: 11 (basically one per day)
7. Exposure: 4791
8. Customer reaching: 2854 (on average of 1.68 displays per customer)
10. html l3 interaction volume: 137 (about 2.8%)
11. Click volume: 30 (about 0.6%)

Amazon has not given order conversion rate data for posts yet, but will give the post:

• Click on the data of the brand flagship store
• Follow the data of the store
• Click on the data of the details page
• But after posting, this Huiyuan's brand flagship store continues to issue orders through natural traffic.

so where is the post displayed, why can't most sellers see it themselves? In fact, after you create a flagship store, click the button on the far right of the flagship store menu and you will see the Post Post Post Post Post from the store.

Amazon's Post keyword allocation rules for posts (Post)

In the figure below, we can see that all Amazon's Post posts are displayed through Amazon's accurate keywords automatically matched by Amazon, and are displayed through customer search results, and competitors' pages.

How to improve the conversion rate of Post posts?

Then everyone will also ask, if you post 11 posts, or one post every day will bring so much traffic and conversions. So can I post more every day?

The answer is OK, but the biggest problem lies in 2 points:

• All high-conversion posts come from materials from actual overseas life, rather than product pictures and picture Ps, so these materials are very few
• Video posts are more conversion rate, but sellers cannot send (sellers can only post pictures)

1

Hot posts (Influencer) Post)

Amazon gives every celebrity some special permissions, and they all revolve around helping sellers provide more material. Below, Huiwang shares screenshots of our own Amazon celebrity backend with everyone. I believe everyone can see it more clearly (to ensure product privacy, the relevant screenshots have been fuzzy):

(1) Recommended celebrity (equivalent to the seller's flagship store)

If sellers who know about independent website promotion should know, this is equivalent to the external link of independent websites. There are more product display spaces recommended by celebrities, and the customer compares the price less frequently and has a higher conversion rate;

(2) celebrity posts (pictures, videos)

Unlike seller posts, celebrities can publish pictures and video posts, and each picture and video can recommend different products. The permissions of celebrities are different, and the display and exposure of these posts will also be different

(3) celebrity live

Sellers can also live broadcast, but the live exposure and layout given to sellers by Amazon is very limited, while celebrity live broadcast can be displayed on Amazon's live page, celebrity page, and product listing page.

Part 4: Analysis of the actual effect of Huiwang celebrity live broadcast

Everyone knows Huiwang has just done a live broadcast for 3 weeks through Amazon celebrity account. We ourselves and many Huiwang are paying attention to the actual effect and conversion of Amazon live broadcast. Here we share the data of these 3 times with you:

First live broadcast: September 27

• Views: 92
• open voice viewing: 53
• Average viewing time: 8:53
• Product clicks: 34
• Sales: 0

Second live broadcast: October 4

• Views: 12
• Open voice viewing: 8
• Average viewing time: 0:30
• Product clicks Number: 1
• Sales: 0

Third live broadcast: October 11

• Views: 872
• Open sound viewing: 89
• Average viewing time: 6 minutes
• Product clicks: 174html l7
• Sales: 306.59

The fourth live broadcast: October 12 (because of Amazon technical problems interrupted and replayed, so it was counted twice) The following is #1 data:

• Views: 678
• Open sound viewing: 46
• Average viewer length of viewing: 6 minutes
• Average viewer duration: 6 minutes
• ml6 product clicks: 44
• sales: $235.40

Live broadcast data restarted after interruption is as follows:

• viewing volume: 584
• open voice viewing: 103
• average viewer viewing time: 8 minutes
• product clicks: 20
• sales: $211.40

That is The actual data of our #4 live broadcast on October 12 last Wednesday was:

• Views: 1262
• Open sound viewing: 46
• Average viewing time: 6-8 minutes
• Product clicks: 64
• Sales: $446.80

Part 5: Analysis of Listing conversion and sales after Huiwang live broadcast

Now we share with you through the Amazon order statistics screenshot of Huiwang celebrity backstage Amazon. It can be seen that:

1. When Huiwang celebrity account is at level 3, it is basically not exposed and converted
2. , but after it rises to level 2 (the past 7 days), the live broadcast has just started There were 12 players in a single game, which increased to 1,261 players in a single game, up more than 100 times. The number of clicks on
3. products increased from 1 single game to 64 single game, up more than 60 times. The sales of
4. single game increased from 0 to $446.8
5. total orders in a week increased from 0 to 26 orders
6. order conversion rate changed from 0 to 10.97%
7. screenshots also see that the orders sold on October 9 (Sunday), not from live broadcast, but from the popular post published by Hui.com. Since our celebrity page is newer (I just got it for less than a month), we only posted 2 posts, but the conversion rate is basically more than 50%

Since Amazon's conversion rate for celebrity live broadcast will only limit clicks during live broadcast and the subsequent 48 hours of conversion, we can see through the above product link to get the Huiwang live broadcast order. Let's see that among the 20 products that place orders:

• 2 won #1 Best Seller
• 2 won #1 New Release
• 1 won Amazon Choice

In order to protect Huijun's privacy, we will not take screenshots to display the above products. But we also found that if there are similar products on a Listing page and the price is more advantageous, customers will also flow to other product pages to place orders.

Comprehensive the above data, we can see that Amazon is providing more traffic support to products participating in live broadcasts.Although we are still observing how many live broadcast and playback versions are actually displayed by Amazon, in those places, from the actual live broadcast data of Huiwang above, you can see that Amazon has increasingly tended toward traffic:

Amazon traffic has begun to shift more to original content

• Actual scene pictures recorded and shot overseas
• live live broadcasts overseas and replay videos
• overseas celebrity

Hui.com will also create more original content for Zhiying Hui members during the festival season, and will bring more orders and sales to everyone through celebrity posts, celebrity videos and celebrity live broadcasts, and combine Tiktok, Instagram and YouTube.

also hope everyone can see that the above traffic is the order obtained by real free traffic!

Please note:

. All Huiwang Smart Camp Project Huiman products can be displayed through Huiwang live broadcast.

. All Huimen who have participated in the Amazon live broadcast of Hui.com should know that our host will give her own opinions after testing the product. This is also the reason why many Huiren's products will find that the conversion rate will increase after participating in the live broadcast.

. In addition, the feedback from several smart camp project workers is that in the week after participating in the live broadcast, orders increased by about 20-30%. After carefully analyzing the reasons, we found that Amazon will display the live broadcast recorded content for free in many Amazon DSP advertising spaces, and customers will place an order to purchase after watching it.