Most Amazon sellers obtain orders and increase sales by improving product category rankings and keyword rankings through internal and external drainage.
What are the traffic entrances? What are the factors that affect product ranking? This article sorted out an Amazon traffic entry and product ranking rules for your reference.
1. Intra-site traffic
1. Search traffic
Search traffic is keyword search traffic, and keyword search traffic accounts for most of Amazon's traffic source. This is also the preferred way for buyers to find products most directly. Keywords include broad keywords, precise keywords, and long-tail keywords, so sellers must refine and use keywords appropriately when publishing products.
The keywords matched by the copy and the corresponding keyword positions
The traffic words that enter the first 3 pages of search results. Amazon officially gave a statistic that more than 95% of buyers only view the first 3 pages of search results, so they can enter the first 3 pages to get effective exposure.
1. AC recommended word: When a product has an ideal exposure and conversion effect under a certain keyword, you can get the amazon 's Choice tag officially issued by Amazon. When the buyer searches for the word, Amazon will put a special mark on the product, or it will appear in Amazon's Choice recommendation column when searching for words that are highly related to the word. Both will significantly increase product exposure and conversion. We abbreviate this term as AC recommendation term.
2. ER recommendation word: Editorial Recommendation word (referred to as ER recommendation word), Amazon official or some bloggers organize the products in the topic evaluation posts, will be column The form occupies a whole row of positions.
3. TR recommended words: Top Rated recommended words (referred to as TR recommended words), products that are well received under certain keywords, Amazon grouped them into one category. And opened up a special free column for it, occupying a whole line of position.
4. HR recommendation word: Highly Rated (highly rated product), which appears in the middle of the Amazon front-end search page. 80% of these products are rated between 4 and 5 stars. .
5. TRB recommended words: Top Rated From Our Brand recommended words (referred to as TRB recommended words), the traffic words of Amazon's own brand products will occupy a whole column in the form of a column The location of the line, such as Amazon’s own brand Amazon Basics.
6. 4-star recommendation words: appear in the middle of the Amazon front desk search page, "4+ star rating with over 100 reviews" product recommendation with an average score of 4.0 or more from nearly 100 reviews .
2. Associated recommended traffic
ing is the affiliate traffic that enters buyers through other people’s listings to your buyers.The Amazon system will actively match recommended products according to consumers' shopping habits.
1. Advertising products: Sponsored products related to this item in the Amazon Listing position, which is a paid related traffic source, which refers to the use of automatic/manual advertising of products to achieve targeted related products, which may appear on each product listing page 2 columns, the largest export for customer loss
2.4 stars and above: In the Amazon listing position is 4 stars and above, located in the middle of the product detail page, Amazon will base on the weight of the listing and historical sales data, Automatically recommend some products, including review ratings, and the second largest export for customer loss (only some category products)
3. Self-operated brand: More to consider from Amazon Listing position Our brands refers to Amazon's own brand recommendation.
4. More exploration: More items to explore in the Amazon Listing location, refers to more related product search recommendations, find products in the same industry, which can be used for industry selection.
5. Matching purchase: The Amazon Listing position is Frequently bought together or Buy it with. When A and B often make purchases together, Amazon automatically generates A and B according to the buyer’s shopping habits To purchase highly relevant products.
6. Similar comparison: Compare with similar items in the Amazon listing position,Competitor's products are compared with the listing (only some category products), and Amazon grabs recommendations based on product similarity and customer buying habits.
7. Look and look: The Amazon listing location is Customers who viewed this item also viewed, located in the middle of the product detail page. Amazon will base on the weight of the listing and historical sales data, including review ratings, etc. Recommend some products automatically. (Only some category products)
8. Buy and buy: In the Amazon listing position is Customers who bought this item also bought, the nature is the same as FTB, but the number of products is more than FBT Many, the location is lower than FBT.
9. Buy after searching: Customers who searched for "xxxxxx" ultimately bought in the Amazon Listing location, located at the bottom of the product detail page
10. Will buy later: In the Amazon Listing position, the page type jumps for What other items do customers buy after viewing this item?. When he does this jump behavior for a long time, this jump page will appear.
11. Self-operated selection: Exclusive items from our brands in the Amazon Listing position,, Refers to Amazon's own brand product recommendations.
12. Best-selling self-operated products: The Amazon Listing position is Top rated from our brands, which refers to the recommended position of Amazon's own brand praise products.
13.Climate Pledge Friendly Program: Only products that have obtained the Climate Pledge Friendly identification mark in the Amazon Listing Location Related Climate Pledge Friendly items will appear in this related location (only some category products )
3. On-site advertising
Amazon’s on-site advertising has various forms _p7 116 hpons1 hpons1 hpons1 116 hpons1 hpons1 115 hponsh 115 hpons1 115 hpons1 hpons1 115 SD Advertising (Sponsored Display)
① sponsored Products advertising
2span Sponsored Products ads displayed at the top of the results pageAnd the side, the bottom of the page. This is an excellent way to increase product exposure, which can attract people to search for the product. As the name suggests, these are advertisements for products aimed at increasing sales.
1. SP advertising term: a type of PPC advertising, the products of this type of advertising term are mixed in the natural search results, with the sponsored logo, and are generally distributed in the front, middle and back of the natural search results. When 16 ads are displayed per page, the number of advertisements is generally 4, and when 48 ads are displayed per page, the number of general ads is 12
Sponsored Products ads will display the seller’s product photos and titles (Or part of the title), rating and price.
This content alone is enough to attract consumers' attention and provide enough information to let consumers know whether the product is worth buying.
When this ad appears alongside those of competitors with weaker reviews or higher prices, it can stand out and steal some sales from other brands.
Sponsored Products ad display location depends on many different factors. It depends not only on keywords and bidding (sellers need to target the right keywords and propose a competitive price), but also on the amount of exposure and clicks it gets and the corresponding conversion effect.
The better the seller’s advertising effect, the higher the sales revenue, the more profitable the Amazon platform will be, and the higher the advertisement display position of the same seller will be, and the lower the bid price you can pay for the advertisement.
In addition, the increase in sales also helps to improve the seller’s organic ranking. Having higher visibility in natural search results means more impressions, views, and conversions.
Sales and rankings will have a flywheel effect. In this flywheel effect, sales help to increase natural rankings, which helps to promote sales, thus forming a self-circulating model.
② sponsored Brands advertising
To become a well-known brand, there is a lot to do. Promoting products is crucial. Promoting brands can help sellers establish personal connections with consumers, thereby increasing consumers’ brand loyalty.
1. Brand advertising term: Another type of PPC advertising, which usually appears at the top or bottom of the search results page, and usually leads buyers to click through several high-quality products. Go to the brand or shop page
2. Brand flagship store display
3. Video ad term: a video that appears in the middle of the search result list to play silently by default Ads, which occupy a whole line of position
These ads were formerly known as Headline ads and displayed as banner ads on the search results page (top, middle, or bottom).
They include the seller’s logo, headline and three featured product advertisements, each of which is linked to its product page.
When consumers click on the ad, they will be taken to the sales page of the seller’s brand.Or custom login pages, these pages contain the seller’s three featured products, as well as some information about the seller’s business.
Sponsored Brands, because of the large amount of information it conveys, is an effective way to attract attention and establish the seller's market leader status. This kind of advertisement conveys the legitimacy of the brand and provides people with some knowledge about the brand.
By briefly introducing the story behind the company, it can inspire consumers to support the brand.
If the seller’s branded products have peak sales at certain times of the year, placing Sponsored Brands ads can attract a certain amount of attention at the beginning to help increase usual sales.
The target audience of these ads are those who are studying the market’s top consumers who may choose channels. The goal is to sow the seeds of knowledge about the seller’s business and leave a deep impression. When consumers are ready to make a choice, they can ultimately lead to sales.
③ Sponsored Display advertising
The second main advertising position on the product details page or the following is mainly concentrated on the product details on the SP page. Location. Off-site advertising spots will appear on platforms that cooperate with Amazon or Amazon's platforms. This part was previously used by Amazon to help sellers promote it for free. After it gradually took shape, it became a part of the traffic source that Amazon harvested.
Deasl species within
4. activities to promote flow
Amazon station lot
Today's Deals It contains
LightingDeals
BestDeals
Deals of the day
and various holiday promotions.These are only available through recommendation or declaration. Choosing some competitive products with good sales and good audiences will often have unexpected effects.
5. Leaderboard traffic
amazon's top five lists include:
best sellers: sales ranking list _rsh116h1 h_h1 newest product ranking list _rsh116h115 h_h1 newest 116h releases list Soaring list
most wishes for: Wish list
gift ideas: Gift list
strong1 span2_span 6.4ppansp strong1 strong1 Span2_span 6.4ppansp strong1 flow category navigation It is the user who chooses the category to enter from the homepage, and then narrows the search scope under continuous filtering conditions, and finally finds the product. Classified navigation and search bar search are the most commonly used methods by consumers, and its traffic has already exceeded the traffic brought by promotional ads. Of course, the prerequisite for obtaining the traffic of the classified navigation bar is to enter the classification to TOP100 first, then the classified navigation traffic is the welfare traffic established after the promotion of advertisements.
2. Off-site traffic
Amazon off-site traffic mainly includes social media, Google , marketing and other traffic channels, EDM mail.
Third, Amazon product ranking rules
Amazon product ranking, including Amazon natural keyword ranking, Amazon BSR category ranking, Amazon advertising ranking, different ranking scenarios will give sellers Our sales have different effects.
1. Amazon keyword natural ranking
There are four factors that affect the ranking of keywords:
sales volume _p2span conversion rate in a fixed number of visitors
The number of purchase orders is converted into purchase orders. The conversion rate also affects the ranking of keywords, not the more traffic the better. Features, product descriptions, Search Terms keywords and other content to identify the relevance of the Listing and the user’s search keywords, the ones with high relevance are ranked first; If the Review star rating of a listing is higher, the number will be higher. Generally speaking, the keyword ranking will be higher.
2. Amazon BSR category ranking
Amazon product ranking BSR is a real-time ranking of products under a certain category, and the ranking may be different under different categories.
BSR viewing method: On the product page, drag the slider down, and the seller can see the BSR ranking number. It is updated every hour and also shows the recent sales and historical sales of the product
The key points of product ranking:
Sales will not immediately affect the product ranking, because Amazon needs an hour to calculate and update
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sales increase does not mean that organic search rankings will increase
product ranking calculation depends not only on recent sales, but also historical sales
3. Amazon advertising rankings span4span
Amazon’s ad ranking is based on the seller’s advertising bidding to determine the number of possible clicks (also known as Amazon’s historical click-through rate). When a customer clicks on an advertisement, the advertiser only pays.
The factors that affect ad ranking are
advertising budget
keyword bidding
conversion rate p2span p2span _span0 span_p2span _span0 span_p2span _span0 Sellers can increase the bidding of current products or increase the amount of advertisements displayed, correspondingly to obtain better exposure and conversion. You can do this:
1. Make sure they are eligible to win the Buy Box
2. Use the relevant keywords
3. Bid analysis
br0p strong budget setting 4. Make sure that your daily budget will not be exhausted
5. Make sure that the listing is complete,Including title, brand, description, selling point, as well as accurate keywords and broad keyword coverage.
For sellers, if they want to operate a good store, they must find a way to direct traffic to their own store, so that they have the opportunity to convert into sales.
seeks a way to break the circle from the promotion channel of traffic, and then do vertical mining to achieve refined operation.
I am Kevin, and the code word is not easy! If you think my article is helpful to you, please give me a thumbs up before leaving!
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