AMAZON: How to research the off-site marketing channels of competing products (dehydrated version)

August 10, 2017 20:10 (China Time)

Host: Jason

Topic: Sharing experience on effective off-site promotion channels

Location: WeChat group of "Knowing Everything" Wendao Study Group

Mode: Voice/text live broadcast

「Activity content record」

1. Off-site promotion goals

Goals of off-site promotion

Strive for recommended traffic (Frequently bought together, Customers who bought this item also bought, Customers who viewed this item also viewed, etc.); Occupy traffic entrances (Best Sellers, Hot New Releases, Movers & Shakers, etc.)

Recommended traffic destination

Similar products and related products. For example, Similar products: mobile phone cases and mobile phone cases. Related products: mobile phone cases and tempered glass, data cables, etc. The essence of Amazon's recommendation system is: birds of a feather flock together. Therefore, you should promote products on websites that have promoted related products, and promote products on websites that meet the target audience of the product.

Suggestions for exploring off-site channels for similar products

1. Google peer brand terms.

2. Google product keywords.

3. Track ASIN (Haimai Assistant, Junglescout, etc.). When sales soar, use Keepa to find the time period of the surge, then search for the brand + keywords on Google, and select the time period on Google to filter the results.

4. Pay attention to the Best Seller, Hot New Releases, Movers & Shakers in the category, and use the above method to analyze whether the surge originated from outside the site.

5. Subscribe to deals from your peers on Deal Station, and subscribe to brand words from your peers on Google Alerts.

Related products have similar methods

1. You can view related products recommended on product pages with good sales.

2. Get it intuitively with the help of YASIV tools.

3. *ASIN and keywords in the Auto advertising report.

2. Target website confirmation

Related products confirmed

Primary relevance: similar products; secondary relevance: different products that are bought again and again.

Confirmation method

1. Main relevance: core keywords.

2. Secondary related: Bought Again Recommended Column and YASIV Tool.

Website audience determination

1. Frequently appearing products.

2. Use tools like Alexa or Similarweb to analyze your website audience.

3. Search for keywords or “keyword site:domain name” within the site.

3. Off-site resource search method

Step 2 Confirmed content

1. Product main keyword

2. Related product keywords

3. Listings with the most referrals

Use Google's advanced search features to filter out high-quality results

1. power bank -site:amazon.com

2. USB Cable -site:amazon.com

3. Brand+Keyword-site:amazon.com

***With Google advanced search settings + SEOquake plugin + Keepa***

Search settings

Settings >> Advanced Search >> Language, Region, Time.

The number of search results is 100, install the seoquake plugin.

Then sort by Alexa in ascending order:

4. Supplement

Specific to the off-site analysis of Listing

Find the time period with a sharp increase in sales based on Keepa trends

Brand + product keywords use Google search to filter out the time period:

You can analyze which websites brought in the orders for the increased sales. Then, you will know what to do.

In addition, you can also use Keepa to analyze the effectiveness of off-site promotions of peer products.

Other ways to track your opponent off-site

1. Subscribe to Deals Alerts emails on Deals Station.

2. Google Alerts subscribes to keywords or brand names of peers.

3.