Where is the gap between Amazon operations?

I often feel that I am wasting time at work. I don't seem to have a clear task every day at work, and I just spend my time in a daze. My colleagues seem to be very busy, but I don't know where to start.

After checking the store data every morning, I wait for the end of the shift. Sometimes when I encounter a problem, I don’t know where to start. I feel like I don’t know anything, but I also know a little bit about everything, as if I can be replaced at any time.

Many Amazon operators have such thoughts. People often ask: What is the gap between ordinary Amazon operators and excellent operators? What capabilities should an excellent Amazon operator have?

Anyone who has operated on Amazon knows that the same operation strategy can have different effects on different people. This is because everyone has different understandings and implementations of the operation strategy, and this difference often determines the level of operation capabilities.

This is just like in school, with the same textbooks, there are differences between students with good and poor grades in the exam. The same is true for negative keywords in Amazon operations. Although everyone knows how to negate keywords, when it comes to advertising reports, each person may choose different negative keywords, and this difference will ultimately affect the advertising effect.

The main reason for this situation is usually that Amazon operators lack the following capabilities:

1. Deep underlying logical thinking

Basic logical thinking refers to the way of thinking that starts from the essence of things and seeks solutions to problems. The stronger the basic logical thinking, the stronger the problem-solving ability.

Liu Run once said: Ordinary people often solve problems through experience and superficial phenomena, while truly outstanding people analyze and solve problems based on the essence and underlying logic of things. This is an important difference between ordinary people and outstanding people.

Therefore, we emphasize that every operator should understand the underlying logic of Amazon. Only by understanding the underlying logic can we make correct decisions, find effective ways to solve problems, and polish replicable operational strategies to create the greatest value for the company.

2. Data thinking ability

Whether it is Amazon operation or other e-commerce platform operation, it is inseparable from the "data game".

Amazon's operations involve multiple links including pre-sale product selection, post-sale delivery, advertising management, inventory control, competitive product analysis, sales evaluation, etc., all of which require analysis and decision-making based on data.

For example, in the pre-sales stage, it is necessary to use keyword analysis, brand analysis, front-end search ranking and other data to determine which keywords are suitable for the product and to mine more effective long-tail keywords. In advertising management, it is necessary to continuously analyze advertising data, optimize advertising strategies, and improve advertising effectiveness.

Therefore, an excellent Amazon operation must have the ability to collect, organize, filter and analyze data, and incorporate data analysis into daily workflow.

3. Process management capabilities

Common mistakes made by many operations personnel are unclear work objectives, unquantified objectives, lack of phased objectives and management and control mechanisms, and lack of review and summary.

Excellent operators will make the work proceed in the expected direction instead of reacting to the work. They will clarify each link of the project, set goals, and regularly evaluate and optimize.

For example, in advertising management, a rhythmic operational workflow might be as follows:

1. Clarify the purpose and background of the advertisement.

2. Set advertising budget and goals.

3. Evaluation and adjustment of phased objectives.

4. Review and summarize to optimize advertising strategies.

Such process management can help operations personnel better control their work, improve work efficiency, and ensure that work moves towards the expected goals.

Part 2

The daily work rules of excellent Amazon operators:

1. Check the account health status to ensure that all indicators are within the normal range and keep the account in "Good" status.

2. Check the backend of the seller center and reply to the buyer's in-site email in a timely manner, ensuring that the reply is within 24 hours, including weekends. At the same time, check whether there are any performance notifications from Amazon and handle them in time to avoid long-term impact on the store.

3. Monitor the store's Feedback and Reviews, carefully analyze the daily reviews, and gain a deep understanding of buyers' needs. If there are negative reviews, handle them promptly and record them for follow-up.

4. Check whether the products on the front desk are on sale normally to prevent loss of shopping cart, follow-up sales problems or abnormal page display.

5. Monitor whether there are changes in product keyword rankings and optimize them in a timely manner to avoid affecting sales.

6. If you ship the goods yourself, coordinate the shipment with the overseas warehouse and properly handle potential issues such as A to Z claims, credit card chargebacks, order cancellations, address changes, returns, etc. to ensure that the impact on the account is minimized.

7. Conduct advertising data statistics, focusing on core indicators such as click volume, click-through rate and conversion rate. Filter out efficient keywords and exclude irrelevant keywords to optimize advertising results.

8. Monitor keyword collection and ranking data, and record and analyze daily order data, including advertising and natural traffic, exposure, click-through rate, spending, CPC, number of orders, advertising sales, conversion rate, etc. Regularly analyze abnormal data.

9. Manage product inventory information, ensure timely replenishment and calculate turnover cycle to avoid out-of-stock. At the same time, follow up on logistics and shelf status in real time, and clean up long-term stranded inventory to avoid high storage fees.

10. Pay attention to competitors, including keyword traffic, new product launches, etc., to gain inspiration and insight into market trends.

11. Browse the New Release and BSR lists every day, pay attention to popular products on the market, track industry changes, and get inspiration for product selection.

12. Be familiar with Amazon platform rules and pay attention to policy changes at any time.

13. During the peak season, carefully check the settings of promotions, flash sales, coupons, etc. to avoid losses due to setting errors. For new products, develop a detailed promotion plan, including advertising strategies, keyword selection, etc.

In summary, excellent Amazon operations require a refined way of working, rather than just adjusting ads or checking store conditions. When analyzing products and markets, there are many dimensions and details to consider, and a more comprehensive and in-depth analysis will help clarify the direction of operations.