The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part II】

5-6 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part II】

4. I have created campaign, but I can’t get any orders. What is the reason?

The general result of advertising is to increase sales that are independent from natural traffic, but if your Listing has made in-station ad and still can’t get orders, you should consider the following factors:

(1) If  ad clicks are rarely, in this case, you should not be anxious even if no orders is generated, enough large data is foundation of the order, therefore, either observe it patiently or improve advertising bidding to increase AD clicks and then wait;.

(2) The listing optimization does not grasp the key points, or the Listing is not recognized by the system, the system cannot accurately determine or cannot match the appropriate display location. In this case, the advertising effect is inevitably poor. At this point, the work need to do includes optimizing Listing category selection, keywords in the title, the main images and other contents;

(3) High Listing price, small number of reviews, poor star rating: We should learn the thinking of horizontal comparison in the operation. We should compare our own listing with that of the competing peers. On the basis of the excellent performance of Listing, only when the product price is competitive and the product Review is good enough can the conversion rate of advertising be higher.

5. How to optimize the ads during the advertising process?

Only when the ad is optimized during the advertising operation, the effect of the ad may become better and better. The optimization based on the analysis of the data in the advertising process includes three aspects:

8-4-1024x450 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part II】

(1) Use advertising data to adjust your AD bids and budgets: Adjust around the four core variables of exposure, clicks, orders volume and ACOS.

The seller needs to optimize exposure, so that the advertising ACOS value can return to the reasonable range as far as possible.

(2) Keyword screening and new advertising plan building based on the advertising data report: In the process of advertising operation, the seller shall, through the analysis of advertising data, summarize the “three high” keywords (high exposure, high clicks and high conversion rate), and add them into your manual advertising plan, or separately create a new advertising plan, so as to maximize the advertising effect of these keywords.

(3) It is very necessary to add keywords in the later Amazon ad optimisation to increase exposure and reducing spend;

6. How to prevent malicious clicks during advertising operations?

If the system detects a large number of malicious clicks, the platform will return the costs incurred by these clicks to the seller. However, there will be some clicks that cannot be detected by the system, the most typical of which is the non-malicious clicks that cannot bring conversion when the competitors make market research and analysis. How to prevent such clicks? The most effective way is to use tool4seller Ad Scheduling feature.

The system will automatically synchronize all advertising activities except the archived ads.Amazon seller can set the start-end time for the ad group at a time when the competition is high or low, and maximize the return of the advertisement under a limited budget.

9-2-1024x421 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part II】
After this feature takes effect, ‘Amazon sellers no longer need to log into seller central to adjust ads campaign . The tool4seller system will automatically run and pause advertisements during the pre-set start-end time until you delete the daily start-end time plan for the campaign.

The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part I】

1-13 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part I】

Amazon advertisement campaigns, whether or not they are created, have almost instant effect on orders. A Listing that does not perform badly will inevitably increase the number of orders if it advertises. If the ads that was created for a Listing is stopped for any reason, the total number of orders will also decline significantly. Although the results of advertising are obvious to all, the effect is different and varies greatly depending on the different ad optimisation of different sellers.

Here are a few of the questions frequently asked by sellers. Let’s review our understanding and knowledge of ads.

 

1. How to advertise low-priced products?

Under the currently fierce competition on the Amazon platform, the bidding price of advertising has generally increased, and the profit of low-priced products is very thin. From the perspective of input-output ratio, it is not suitable for advertising.

However, the purpose of advertising is not only for profit,but to obtain more orders and push up the Listing rankings faster, it is necessary to advertise on Amazon.

2-13-1024x541 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part I】

Therefore, we should adhere to two concepts in advertising for low-priced products:

(1) If you only want to obtain orders and increase the ranking of the listing, you can spend more in advertising. In this case, you can only pay attention to the Ad sales and conversion;

(2) As the ranking of listings goes up, natural traffic is limited, and when the BSR ranking of Listing has not reached its desired ranking, you can also create the campaign. However, at this time, ads should not be excessive.

2. What is the ideal ACOS during advertising process?

Many people always expect the ACOS to be as low as possible, but obviously, it is just an illusion.

From the perspective of actual operation, ACOS has several reference values:

(1) ACOS is less than the gross profit margin of the product: in this case, the ad is bound to make money;

(2) ACOS is equal to the gross profit margin of the product:  you may notice from the data comparison before and after the advertising that, the ads actually bring some orders, while the number of orders generated by natural traffic has also increased, this is the positive effect of ads. Therefore, if your ACOS  is exactly equal to the gross profit margin, then in my opinion, this advertisement is also worth continuing to invest;

3-13-1024x579 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part I】

 

(3) The ACOS is higher than the gross profit margin: it is necessary to pause or stop the ads, and find reasons from the perspectives of Listing optimization and market analysis. Perhaps the product is not good enough, maybe the market is not suitable, in a word, only to find out the real reason, can we formulate a targeted response strategy.

 

3. What kind of products are necessary to advertise?

4-8-1024x463 The ad campaign is underperforming? Maybe because your advertising strategy is wrong!【Part I】

Advertising is part of the overall operational strategy. Not all products should be advertised, nor are all products worthy of advertising. In terms of product selection for advertising, we should adhere to the following points:

(1) If the asin price is too low, it should be cautious to advertise;

(2) Advertising should be concentrated, put the advertising budget on the products you are focusing on;

(3) If there are multiple products in the same series, it is necessary to select the SKU that best suits the public’s aesthetics. If there is more than one child asin in a variant Listing, you should also select the child asin that best fits the public’s aesthetics.

(4) Suspend advertising for the Listing with low long-term conversion and the listing that fails to reach the expected level after different Amazon ad optimisations. If the cause of the loss is not determined, it is also a worthwhile operation method to think about.

Illustrate the pros and cons of Amazon’s VINE VOICES program

While browsing competitors’ reviews, many sellers will find some Vine voice signs next to the reviews.

1-12 Illustrate the pros and cons of Amazon's VINE VOICES program

So,what’s Amazon Vine Voice?

Amazon has issued new regulations on reviews. It is not allowed to send discounted or free products to reviewer to third-party organizations (such as Facebook group review, major review websites, etc.) in exchange for reviews. Amazon Vine Voice project team is the only legal group to make discount codes or Free & Deals.

Amazon offers Vine members free products provided by the participating sellers.

Vine reviews are offered independently by Vine Voices and cannot be influenced, modified or edited by the seller. Amazon will not modify or edit Vine reviews as long as they’re in line with the Posting policy.

Vine Voices’ review has a higher weight than the normal reviews, and each review is marked with the green text “Vine Customer review of Free Product”.

 

What are the benefits of Vine Customer Review:

1. “Vine Customer Review of Free Product” mark permanently left on the Product page! And Amazon will not intervene.

2. Because Vine Customer represents credible and professional Reviewer, such a review is more credible and more convincing, and it is more helpful for product conversion rate.

3. Vine Customer Review has the highest weight in Amazon Review. High-quality Vine Review can help you quickly establish product credibility and brand reputation.

 

What are the disadvantages of Vine Customer Review:

1,Because it is the official evaluation of Amazon, so it is not necessarily the positive review, the product with poor quality is not recommended.

2,Vine products need to be shipped to the warehouse designated by Amazon, the entire evaluation cycle is relatively long, which is estimated to be about one month.

 

How does Vince Program work?

Amazon periodically emails Reviewer every month to provide comments for them to write reviews, and Reviewer who is selected to join the Vine Program can apply to Amazon for the commodities they are interested in writing comments on, including books, electronic goods, electrical products and even food, according to the list listed in the electronic newspaper sent by Amazon.

Reviewer can apply for two items at a time, and they must write a comment within 30 days after receiving the items, otherwise they will be disqualified from Vine voice buyer and cannot submit any application to Amazon until the review is completed. That means you must provide a review after you getting an items in the program, this was different from the early Reviewer program, which did not mandate the reviewer to write a review.

 

How does the seller join Vine Program?

The seller will regularly receive the invitation from Amazon Vine Program, but he will be charged a certain fee every time when he puts ASIN on the shelves, what’s more, the number of ASIN participating in Vine Customer Review is limited every time.

In the past, the Vine program was only available for VC users. The third-party sellers must apply to join the VC before they can join the Vine program.

Sellers who don’t have a VC account or haven’t received an invitation from Amazon need get help from a service provider to apply for Vine program.

Amazon Review still has a significant weight in the listing. Some sellers with long-term perspectives have confidence in their products, and are willing to spend money to obtain these safe, high-quality reviews. This choice has made their products stand out, so it is recommended that sellers with redundant funds should consider the way to securely obtain Review in the face of high risk of manipulating reviews.

3-12 Illustrate the pros and cons of Amazon's VINE VOICES program

 

Conditions for release:

Product listing unlimited reviews

Products must have an UPC code

USA (non-apparel category), Europe (no category restrictions)

 

Precautions:

Currently Vine voice review is available for Amazon websites of USA, UK, France, Italy, Spain, etc.

The products will be placed in the Vine voice community after arriving at the FBA warehouse. Vine buyers can select the free products according to their needs, and leave comments within 3-30 days after receiving the products. According to the agreement with amazon, Vine buyers must leave comments within 30 days after receiving the products, otherwise the vine voice buyer will be disqualified.

 

Vine review‘s QA

Q: In which websites is Vine review available?
A:USA,UK, France, Italy, Spain, Canada.
Q: How many reviews can Vine review leave?
A: 1 to 30 reviews, 35-50 shipments, 35 reviews at most.
Q: What products are not suitable for vine review?

United States:
(1) Power supply
(2) Apparel Products
(3) Products subject to restricted comment
(4) The products do not have UPC, only GCID

Europe: There are no restrictions, not even the listing hijacking.
Q: how to operate without UPC uploaded?
A: Create a new variant product, upload it with UPC code and operate this new variant product. After getting reviews, merge them together.

Q: When will reviews appears? Is there necessarily 30 reviews?
A: After arriving at the FBA warehouse, the products will be placed in the Vine Voice community. Vine buyers can select and get free products according to their own needs. The Vine buyers need to leave reviews within 3 to 30 days after receiving the products based on the agreement with Amazon.
Q: Are all these reviews positive?
A: This is the official evaluation, we can’t control preference of the reviews, it depends on the product quality!

2-12 Illustrate the pros and cons of Amazon's VINE VOICES program

The peak season is coming, Vine review can help new products to get dozens of reviews rapidly, and analyze the market preference of this product according to the product market research and competitiveness, so as to help the sellers to quickly select products with real core competitiveness. However, sellers who are temporarily unable to join the Vine Program shouldn’t worry, either. It is not necessary to take the risk of “Brush” to increase Review.

Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

0 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

Everyone who operates store in Amazon will encounter a variety of problems, even some difficult problems, and often in midnight.

This is when we need to open a Case to communicate and solve the problem, because everything else (except operation method) should be subject to Amazon who has the final interpretation right.

The following problems can be solved by opening a Case:

 

1. Listing is changed by VC account

For example, the picture is changed, the title is changed, or something like that. Generally, you can open a Case at midnight to contact customer service to solve this kind of troublesome situation, and leave your phone number for Amazon to call over, and then ask the customer service to transfer the call to the Vendor central team.

Note that ordinary customer service cannot solve problems with VC accounts. Only the Vendor central team has this right. You can make a few more calls until the problem is solved and then close the case.

 

2. Tax issues

For example, questions about various recently updated policies, tax payment issues, etc.

Amazon will definitely give its customer service staff a little training before releasing the contents and notify them of the changes. Therefore, it is recommended to open a case and ask the customer service for advice instead of asking others.

666 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

 

3. Abnormal condition of the system

For example, the situation when advertising fees are abnormally deducted, listing cannot be uploaded, and the front desk cannot browse his own products. Most of these unusual situations are due to failures in the background of the system. If you open a Case, you can ask customer service to help you solve it, contact the customer service to refund your advertising fee abnormally deducted, and ask to customer service refresh the abnormal page caused due to system reasons.

 

4. Listing crash

When the Amazon page crashes, the original contents of the page will not be available. The cause of your listing page crashing, in addition to the possible Amazon background error, may be that Amazon is checking your listing due to title image infringement or a security issue with your product.

There are many reasons for the crash. The solution is of course to open a case to ask customer service to understand the reason, it is the most important for you to find the targeted solutions to avoid blind and aimless actions.

3-11 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

5. A variety of complaints

No matter you complain others for listing hijacking, infringement and malicious comments to you, or you are complained unreasonably, you can open a Case directly.

It is easy to complain about others, just paste the evidence to explain the seriousness of the matter. If you are complained, you can, in the event that you have enough evidence, continue to complain until you succeed.

If you do violate the rules, you’d better admit your mistake and complain actively. At the same time, you should communicate with the complainant and solve the problem through negotiation. Amazon will inform you of the materials required for the complaint. If you are not sure, you can open a Case to ask customer service at any time.

 

6. Listing is merged by others

This situation is more direct and more resentful than listing modification. It can be divided into two situations. Merging the listing that abandoned by the others is the commonly used method in the field, but if you merge the links that others are just out of stock currently and still under operation, then that is another matter, it is equal to cutting off the financial path of others, however, such incidents happen frequently around us.

In this case, you must immediately open a Case, call directly, provide evidence, defend your rights, and complain against the malicious seller.

 

7. Various difficult problems

Sometimes the problems encountered by sellers are really rare in a decade. Instead of wasting time to ask others, it is better to open a Case and ask the customer service. If the customer service does not know, you can change to another customer service until the problem is solved.

 

Finally, let’s review the method of creating Case:

Step1: click Help in the upper right corner of the seller central;

00 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

Step2: The interface will pop up after clicking the Help, click Contact Us below;

01-1 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

Step3: Jump to this screen and click “Selling on Amazon“;

05 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

Step4: Choose the issues that suits you according to your own problem;

 

Step5: There are two options after selecting a path;

① E-mail: You can communicate with customer service via e-mail, but the customer service will reply after at least 2-3 hours, and it will take time to communicate. If it is a small problem that is easier to solve, you can choose this method.

08-1 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

 

② Telephone: Fast, direct telephone communication, it is generally recommended.

07-1024x726 Do you really know how to open a Case? What problems in Amazon operation can be solved through a Case?

In general, most of the problems can be solved by creating Case, and those that cannot be solved are generally problems of operation direction.

6 ways to quickly get five-star reviews on Amazon

1-3 6 ways to quickly get five-star reviews on Amazon
From the perspective of the store:

In the Amazon platform, the importance of comments is obvious. A good feedback rating and sufficient feedback quantity represent the honor of the store, which is easier to gain the trust of customers and ensure the quality of customers. Moreover, it has a WOM effect.

From the perspective of buyers:

Most buyers will check the reviews before buying the products, compare the buyer’s reputation of similar products, therefore, true and effective reputation and a large number of 5-star reviews can make hesitant buyers determined to buy.

The dream is beautiful, but the reality is cruel:

It is not easy to get five-star reviews. So how do you get a five-star rating? Supreme conventional service, premium packaging, timely logistics delivery are not much to say, here I will sort out several ways that can bring five-star reviews.

I. Pre-sales evaluation

As a seller, it is more important to pay attention to how your Listing is efficiently converted to sales under huge traffic and exposure. The core of the conversion is: Product Review.
For this reason, it is generally recommended that you should conduct advertising and promotion after the number of listings page reviews reaches 15 and the star rating is above 4.8. And that’s what we call pre-sales evaluation.

2-3 6 ways to quickly get five-star reviews on Amazon

Option 1: Free & Deals

The so-called Free & Deals means that the sellers find some real buyers who are willing to leave comments for you in the social platform, such as Facebook group, and they buy the product and you pay the full cost. This approach is relatively safe for promoting the BSR of Listing itself, but also be careful.

 

Option 2: Use discount codes for low price discounts and get reviews

Use discounts to promote consumption. But since 2018, Amazon began to warn against off-site promotions that offer discounts of more than 70% off, so sellers who take advantage of this method should be more careful.

4-4 6 ways to quickly get five-star reviews on Amazon

Option 3: Non-verified purchase review

The so-called Non-Verified Purchase Review is to leave a review without purchasing the product. This is the most frequently used method in 2017. Although it can be used a little recently, it is relatively narrow in usability because the NVPR cannot affect the review star rating and the risk is much higher.

3-3-1024x683 6 ways to quickly get five-star reviews on Amazon

II. After-sale evaluation

But more sellers prefer the after-sales evaluation to find real buyers, of course, they need real credit cards, real address, real buying habits, and they also need to be willing to cooperate with you to leave a real review. However, there’s only one place to find it, which is the order in seller’s Amazon backstage!

 

Option 1: Request Review Emails can improve review rate

Two data obtained from the survey on the BrightLocal website:

◆ 91% of consumers will read online customer reviews.

◆ 84% of people trust the online product reviews, the rate of which is comparable to acquaintance recommendation.

5-5-1024x766 6 ways to quickly get five-star reviews on Amazon

Therefore, it is the most common practice for sellers to send emails and add some tricks in to the emails. For example:

1. Product use tips, maintenance precautions, and other “Additional value”;

2. Arouse customers’ reply through open questions;

3. Add a link to the product review page directly in the email, which will allow consumers to find the comment place faster.

 

Option 2: Little surprise

Unexpected surprises are also one way to help sellers get good reviews. Sellers can place some lovely and beautiful CARDS directly in the package of products. The cost of a card is not very big, but the customers will get very comfortable experience. You can also give some small gifts along with the products. These small gifts can encourage buyers to leave a five-star review.

6-1024x683 6 ways to quickly get five-star reviews on Amazon

Option 3: Objective reviews left by Professional reviewers

Sellers can also find professional reviewers to leave an objective review. The positive reviews displayed on the product description page can not only promote the transaction, but also guide the customer’s herd psychology subconsciously to leave similar positive reviews.

At the same time, comments of the professional reviewers are very valuable for reference and also very instructive, because they have their own blogs and have a lot of fans, these fans can also be of great help to traffic to the store and increase in sales when they see the products recommended by the professional reviewers.

Six ways to drive more traffic to Amazon store, easily become a big seller

All sales volumes come from traffic conversion, especially for Amazon. Optimization and promotion are key factors in determining sales volume. In fact, millions-level Amazon big sellers do not have any superpower that is different from ordinary people, but they know better than small and medium-sized sellers to develop channels and get traffic. We have integrated 6 major traffic sources to help you increase sales.

1-2 Six ways to drive more traffic to Amazon store, easily become a big seller

 

1. Listing optimization (external traffic driving)

Listing is the highest conversion factor and is a preference for sellers on Amazon. Listing can be understood as a shelf product from a popular perspective. It includes keywords, Search Terms, Bullet Points, product descriptions, and product reviews.

Keyword rankings determine Amazon lisiting traffic. When optimizing keywords, product keywords and category keywords are very important, because Amazon will import the seller’s products into a certain category ranking, and then automatically rank the products, so comprehensively optimizing product keywords + category keywords will bring very good effect.

How can you become a big seller with millions of sales if you don’t know where these channels are?

 

2. Sponsored Ads (external traffic driving)

Push Listing on the search results page, after purchasing keywords from Amazon, to drive sales. Amazon’s keyword is pay-per-click, each location has a different price, and reasonable purchase of keywords is a core element of profitability.

 

3. Search engine promotion (Drive traffic to Amazon)
In addition to traditional Google paid search ads, Google AdWords, Google shopping, Bing, Yahoo and local search engines. Reasonable keyword mix will have a multiplier effect.

2-11 Six ways to drive more traffic to Amazon store, easily become a big seller

 

4. Search engine promotion (Drive traffic to Amazon)

 

5. Drive traffic from Video websites

Compared with the simple graphic product introduction, video is a very expressive and powerful communication method. Websites such as YouTube, Vimeo, and Dailymotion.com are all very popular video platforms. If you can integrate the product into the video and cause forwarding, it will definitely play a role.

4-3 Six ways to drive more traffic to Amazon store, easily become a big seller

 

6. Drive traffic from Social platforms

Facebook, Snapchat, Pinterest, and Quora are all have a lot of sticky users. If you can gather a group of loyal fans on these platforms and form leadership opinions, use new product LD and the first purchase cashback method to attract target audience and drive the traffic to your platforms, you can achieve better results, however, the steps 0 to 1 is a process that requires a lot of money. You can find a web celebrity to pay for promotion.

3-2 Six ways to drive more traffic to Amazon store, easily become a big seller

 

7. Drive traffic from Shopping guide websites

The shopping guide website is of course essential, taking full advantage of the following websites will multiply your sales volume.

 

Slickdeals

Features: heavy traffic, large order, lasting long time

Specific conditions:

A. The number of store feedbacks is no less than 1000 (required)

B. The number of reviews for listing promoting is no less than 50 (non-essential conditions)

C. The score for Listing promoting is greater than or equal to 4.0 points (non-essential conditions)

D. Discount prices should be attractive (non-essential)

 

Dealsplus

Features: Under the premise of effective coding Code, it is necessary to maintain the sustained existence of sales promotion and flexible operation.

Specific conditions:

A. The number of Amazon store feedbacks is no less than 1000 (required)

B. The number of reviews for listing promoting is no less than 20 (non-essential conditions)

C. The score for Listing promoting is greater than or equal to 4.0 points with excellent listing performance.

6. Drive traffic from Shopping guide websites

 

Reddit

Features: Under the premise of effective coding Code and sustained existence of sales promotion, the traffic is high with slow ordering and longer lasting time based on different products, time periods and different sections.

Specific conditions:

A. The number of store feedbacks is no less than 1000

B. The number of reviews for listing promoting is no less than 15.

C. The score for Listing promoting is greater than or equal to 4.0 points

6. Drive traffic from Shopping guide websites

6 Six ways to drive more traffic to Amazon store, easily become a big seller

 

Fatwallet

Specific conditions:

A. The number of store feedbacks is no less than 1000

B. The number of reviews for listing promoting is no less than 20

C. The score for Listing promoting is greater than or equal to 4.2 points

6. Drive traffic from Shopping guide websites

 

Kinja Deals

Specific conditions:

A. The number of store feedbacks is no less than 500.

B. The number of reviews for listing promoting is no less than 20

C. The score for Listing promoting is greater than or equal to 4.2 points

6. Drive traffic from Shopping guide websites

 

In the premise that everybody has equal ability and resource, traffic is an important factor in determining whether you are a big seller or a small or medium seller. The more traffic introduced, the higher the sales ranking, and then the more traffic, the number of reviews and conversion rate will increase, and thereby form a virtuous circle.

Why can’t you find your Amazon product? It’s important to sort out these three rankings.

One question that many sellers may ask is why my products can’t be found on result pages when I search keywords of it? I almost finish the result page!

So, what is going wrong? Whether and where a listing can be found is depending on its weight verified by Amazon.

When it comes to the weight and ranking of listing, you have to cover the three rankings Amazon sellers constantly comes across when operating their stores, that are, keyword ranking, AD ranking and BSR rank (Best Sellers Rank).

1-11-1024x237 Why can't you find your Amazon product? It's important to sort out these three rankings.

Among them, keyword ranking is stable, which allows your product presenting on certain position on the result page whenever buyers are searching this kind of products with a related key word. Therefore, you will notice it when you find it bringing more traffic and orders to your listing. This ranking should be monitored by sellers as a key focus during operation.

1-14-1024x295 Why can't you find your Amazon product? It's important to sort out these three rankings.

2-14-1024x249 Why can't you find your Amazon product? It's important to sort out these three rankings.

There are two main factors affecting Amazon keyword rank: product sales and conversion rate. Besides, there are also other factors including the number of visitors, the number of collections, and the number of purchases and so on that will have impact on its keyword ranking.

If you find there are any dramatic changes of your competitor’s keyword ranking, you should pay attention to its listing: whether its title, images, price, promotion, reviews or other details are changed. Tracking your competing product and its dynamics regardless of good or bad trends is certainly helpful and significant for you to optimize yours.

Just keep in mind to draw all the best and discard the dross.

 

Taking example of a watch in the following picture, we use tool4seller to track it and find that the seller replaced its product images on May 8th. After that, the reviews keep growing but its score is declining.

888-1024x467 Why can't you find your Amazon product? It's important to sort out these three rankings.

Also, we can see that this ASIN doesn’t adjust its price during this period.

999-1-1024x213 Why can't you find your Amazon product? It's important to sort out these three rankings.

But we will see that overall the ranking is improving among its competitors so as to contribute to its sales growth while it fluctuates mainly because of its low score.

This allows sellers to check impact of listing on product sales through tracking product and analyzing data. Currently, you can use this function on US, Canada, Germany, France, UK, Spain, Italy, Japan and India.

For sellers who create campaign, you will need to pay more attention to the ad ranking of your listing.

This ranking shows itself on two places: the search result page and product details page. According to the current website, Amazon puts ads on top, on middle and on bottom of the search result page, taking 3 or 4 positions respectively while displays two rolls in the middle or bottom on the product details page.

The Amazon ad rankings are mainly influenced by the keyword bidding and the relevance among keywords, listing descriptions and corresponding product category. Much relevant keywords and listing may improve the ranking even with a relatively low keyword bidding. However, as the ads are placed and the conversion rate changes, the quality of keywords fluctuates, so as the ad position ranking.

As long as keeping a high sales and high listing quality score, you will find your product in a very good ad position. By any luck, you will become the Best Sellers if the volume comes first of its kind. Certainly, your listing will get a BSR(best sellers rank).

3-10 Why can't you find your Amazon product? It's important to sort out these three rankings.

 

Finally, how Amazon decide the scores of listing quality?

With tool4seller’s listing quality score feature, you can easily identify whether the ASIN is in good health or not and is there any problems about the title, pictures, descriptions and other details as well as related suggestions for improvement.

3-14-1024x568 Why can't you find your Amazon product? It's important to sort out these three rankings.

The detector checks Title, Bullet Points, Descriptions, Images, Rating, Review Number, Fulfilled by, ASIN Index, Search Visibility, Search Term to get seller a final score for a certain ASIN. Please note that the last two items will be fulfilled by the seller manually.

6-6-1024x743 Why can't you find your Amazon product? It's important to sort out these three rankings.

So, how to get your products be appreciated and BSR improved? Focus on these items.

Improving the quality of keyword ranking and listing quality is what you can do as a seller, that is how a good Amazon seller thinks and operates.

How to avoid Amazon’s long-term storage fees during the off-season when inventory is overstocked?

Have you noticed the notification about long-term storage fees in the Amazon’s backstage recently?The new policy has come, the FBA will check the inventory on the 15th of each month. Amazon will charge long-term storage fees for inventory that has been stored in the Amazon operations center in the United States for more than 365 days at a price of US$6.9 per cubic foot at that time. Moreover, these months are also the off-season of the platform sales when the sales volume has been affected, so what do we need to do about the overstocked inventory in Amazon? Or how to avoid long term storage fees?

How to determine the inventory to be paid for?

We can check which ASIN needs to pay long-term storage fee in the “Inventory Age” in the seller central, and you also can see storage time of each of your inventories in a very detailed manner: which are for 0-90 days; 91-180 days; 181-270 days … Access the buyer’s backstage inventory planning.

1-10 How to avoid Amazon's long-term storage fees during the off-season when inventory is overstocked?

2-9 How to avoid Amazon's long-term storage fees during the off-season when inventory is overstocked?

Amazon’s inventory is first in, first out!

We all know that the long-term storage fee is an extra charge from Amazon’s warehouse for monthly storage costs, which is charged when the inventory exceeds 365 days. So some friends may worry that, if I had 100 pieces of inventory a year ago, and then replenished 50 pieces after selling them for six months. When a customer place an order, will Amazon send out the inventory from the second batch 50 pieces when the first batch of 100 pieces has not been sold out, resulting in the first batch of items need to pay long-term storage fees! This concern is superfluous. Even if the operations center staff picks up and distributes the items that have recently arrived at the operations center, Amazon Logistics will still deduct the items from the earliest available inventory.

How to avoid the long term storage fee?

Remove inventory: Amazon charges $0.50 for each removal. The usual routine operation is to remove the inventory to the overseas warehouse, change the label of the item, re-prepare the listing and restock through FBA.

Select the item to be removed in the inventory interface, click Create removal order.

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Here is usually filled in overseas warehouse or the address you want to remove.

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Inventory disposal: inventory disposal is often referred to as destruction. Amazon charges $0.15 per item for destruction, and no long-term storage fees are required for the completely destructed products. However, before the disposal, you should consider whether to completely abandon your product or change the label and continue to sell. After all, the destruction of the items means nothing left, which is a complete loss.

Clear inventory: Maybe many people think that there will be no long-term inventory if there is a reasonable stock. I don’t want to talk about this, because the overstock has become a fact. Let’s talk about the plan that can be implemented immediately.

We need to have the logic of clearing items. Before clearance, we need to analyze the reasons for the overstock of the items. Is it the problem of our operation or the product itself has no market? If it is the former, we should decisively clean up the backlog of inventory, and dispose those that cannot be cleared, otherwise, if the backlog of the inventory is due to the lack of traffic caused by the poor operation level, then we should increase the traffic. It doesn’t matter if we spend some money, or even lose some money. What we need is to convert the overstocked inventory into cash, losing less is win, this is my logic for clearance.

Off-site promotion: release to the off-site promotion platform after setting the discount coupon, make full use of the traffic from these platforms to generate purchases, remember setting a larger discount to smoothly clean up the inventory. If your inventory is huge, I It is recommended to access several off-site promotion websites at the same time, so that the clearance speed will be much faster.

On-site LD and advertising: slow-moving items are generally caused by lack of traffic, it is estimated that there is no major problems in selecting products, there will be a certain market, so, In-station lightning deals and advertising can also magnify traffic, but before these operations, we still Need to ensure that the listing details page quality is OK, and there are certain reviews, so that there will be better results.

Find people in Facebook group to clean up the inventory.

How does amazon store apply for Brand Registry?

It is estimated that the first reaction of the seller when he hears the word “brand registration” will ask: Isn’t this the Amazon brand registry? That is, when you get the certificate after registering the trademark, you can apply for the Amazon brand registry. After the brand is filed, the seller can apply for the GCID exemption, upload the listing without UPC or EAN code, and lodge a complaint righteously after listing hijacking, however, that’s not what the brand registration means here.

 

What is Amazon Brand Registry?

Brand registry can be understood as that the seller who has applied for brand registry can authorize third-party sellers to sell the products of his own brand through Amazon brand registration. Of course, it is OK if the third-party sellers want to buy products under your brand without registration, as long as the brand owner does not complain.

But there are always accidents. Let me tell you a painful lesson from my own experience. Once my store 1 applied for brand registry, my store 2 directly put the products of my store 1 brand on the shelves, the products appeared on the home page of the category and quantity of the orders was also guaranteed. But one day, Amazon suddenly removed my products from the shelves, and it was useless no matter how to appeal. At this time, we had to move the warehouse, change the label and put them on the shelves again.

 

Authorizing other stores through brand registration and allowing them to sell your brand’s products will not cause this problem. So how do you apply for brand registration?

The brand owner is required to perform Add a role in his seller background. The operation is as follows:

 

1. Go to https://brandservices.amazon.com/ and click on the top right corner of the page to log in as shown below.

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2. Choose a country, I take the United States as an example.

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3. Fill in the basic information, complete the phone verification, get and fill in the verification code, and then click Create Account.

3-8 How does amazon store apply for Brand Registry?

4. You may be confused after entering the background of brand registration— the interface is blank without any operation buttons. What? Don’t panic, click on “Help” in the top right corner.

 

5. After entering this interface, switch to English, click on Brand Registry Support at support point.

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6. Enter the Contact Us Overview page and click “Brand Registry support team”.

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7. Then enter the “Brand registry support” Open cases interface and “select update role or add new user to account” in the drop-down box of “update your brand profile”.

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8. Then you will enter the following interface.

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Before filling in the content at the top of the interface, we need to pay attention: if you want to update the role for the user account of the brand in the brand registry, please use this form.

You must be the first person to register the brand or have been designated as the brand’s administrator to submit this request.

 

Select one or more roles to assign to each user account in Brand Registry.

1. Administrator: an individual with full authority to assign roles to user accounts.

 

2. Rights Holder: refers to the right holder or the employee who has the right to report infringement.

 

3. Registration agent: the third party authorized by the right holder to report the infringement.

 

Note: Each person must create a user account and accept the terms on https://brandregistry.amazon.com, and then the administrator can assign a role to that user account.

 

When you add roles to a user account, existing roles previously assigned to that user account are deleted for that user account if they are not included in the list of roles that you assign to the user account. Once you delete a role, all existing roles previously assigned to the user account for that brand are deleted.

 

9. Then, how do you fill it out?

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Which would you like to do: Add, Update, or Remove a Brand Registry user account?

This is usually to add an account that requires authorization, and it is good to say that, if you do not want to authorize the account in the future, just remove it in Open cases here!

Enter the Email Address login of the Brand Registry user account: That is, enter your e-mail address.

Enter the brand(s) that this request pertains to: Enter the trademark name

Enter the role(s) that you would like the user account to have (Administrator, Rights Owner, or Registered Agent).

How to appeal an Amazon Seller suspension?

1-8 How to appeal an Amazon Seller suspension?

1. It is you who know best why the account was suspended. It can be summarized as follows:

Poor account performance (some customer metrics for your account, such as order defect rate, cancellation rate, late shipment rate, etc. did not meet Amazon’s requirements.)

Violate the sales policy of Amazon (selling counterfeit goods, selling fake goods, and uploading products seriously violate the rules and ignore the requirements of the platform. When the multi-account operation within the same site is associated, the sales permission of one account is removed and other accounts will also have problems).

Sell products that are prohibited by the platform

There’s a reason to close your account except for the occasional mistake of the Amazon system, so don’t ask your investment manager why close your account with an innocent look.

Make sure you know the difference between them before writing a complaint!

2. Amazon algorithm has the capacity to either capture the current mistakes or check the history.

The Flywheel theory, summarized in its famous corporate culture, shows that any experience that leads to customer dissatisfaction can be the reason for penalizing sellers.

 

3. The content of the e-mail appeal should be sincere and objective. Use three-paragraph structure, including the attitude of identifying problems, formulating action plans, and preventing mistakes, the attitude is very important. When sellers should not express personal anger while using written language to express their anger.

Find out the direct reason for account suspended, analyze the cause, analyze the factors leading to customer dissatisfaction, provide details and accurate data as far as possible, and do not mention the reasons unrelated to account suspended.

The seller should develop an effective improvement plan to make sure nothing similar happens in the future. This plan should be as detailed as possible, as well as targeted and operability. Do not arbitrarily apply the template.

Moreover, the seller should mention the expectation of account unfreezing and submit the corresponding store development plan. Language expression should conform to the official mail language expression habits.

4. Send the content of your appeal to Amazon

Log in to the seller account background, click Performance Notifications in the Performance button, find the notification email about your sales permission removed, open the email, click on Appeal button, click the Appeal decision button, and write your remedial action plan, click Submit to send the content of your appeal to Amazon’s Seller Performance for evaluation. Seller Performance will decide whether to restore your Amazon account seller permissions based on the content of your appeal and the severity of the removal of this sales right.

 

5. Keep an eye on your Email and background Notification

Amazon will reply to you within 48 hours, during this period of time, the seller must pay attention to the email reminder, Amazon may ask the seller to supplement the information on the restoration of your account.

 

6. Provide relevant materials as required by Amazon (providing your purchase invoice, this is very important).