Amazon’s different strategies at different times

Amazon’s different strategies at different times


1. New product period (mainly low-traffic long-tail keywords)
1. Preferential price to boost ranking (10% lower than market price)
2. Coupon combination (10%)
3. Advertising promotion (budget is based on profit retreat, specific conditions are analyzed under the premise of not losing money)
4. Launch the Vine program to quickly get reviews (requires good product quality)
5. Automatic advertising wording (pay attention to the wording after the automatic advertising has been running for a period of time)
6. Bidding Fixed bidding, relatively advantageous price + coupon + advertising suggestion can be turned on automatically and manually at the same time
2. Development stage (mainly medium traffic words)
1.5% discount on price
2.coupuon5%
3. If you can apply for a flash sale, you can apply (depending on the situation, whether to continue applying)
4. Advertising budget: 25% of sales
5. Advertising is mainly manual advertising
6. Bidding, fixed bidding (increase the weight of related keywords)
3. Mature stage (mainly high-traffic keywords)
1. Market price or 5% better than the market price (mainly to increase profits)
2. Advertising promotion budget, within 10% of sales
3. Comprehensive investment in multiple advertisements (SP, SD, SB, specific analysis of specific issues)
4. Bidding: Manual bidding is mainly fixed, while automatic bidding is mainly reduced
4. New product re-launch
Filter high-quality ads or keywords to increase budget ratio bidding method - dynamic bidding
Bidding ratio - 20% of original bidding
Competitive product out of stock
1. Increase advertising budget (estimate the sales of bidding competitors and make reasonable advertising budget investment ratio)
2. Increase the ad bid to seize the competitor’s original traffic position (you can increase the bid by 10-30% compared to usual)
Competitive product flash sales
Use coupons and other promotional discounts to give bidders the same price and get the same buying desire (profit premise)
If the keyword ad position is similar to that of a competitor (front-end search page), you can lower the bid appropriately to avoid it.
5. Seasonal Products
Before the season, gradually increase the advertising budget and bid (push traffic words to the front before the season)
During the season, control the advertising budget according to the sales ratio and increase the bid to a higher position
After the season, reduce advertising budget and bidding (the probability of unsalable products after the season is too high)
6. New product re-launch
1. Reduce the proportion of advertising budget or even close poor advertising activities (to avoid out-of-stock situations)
2. Turn off coupons
3. Increase the selling price by 3%-10% (about 0.5-1, depending on the specific problem). Observe the situation and improve it slowly, pay attention to traffic and conversion, and avoid affecting the listing)
4. Advertising bidding is 20%-50% lower than usual. The core is conversion. The out-of-stock action requires continuous attention and continuous action, and it cannot be achieved in one step.
7. Re-sell after out of stock - fast, accurate and ruthless
Fast -social media promotion, off-site promotion, off-site traffic diversion
Accurate - Start accurate advertising campaigns that have performed well and have high conversion rates
Ruthless - high coupon discounts, prices slowly rise after the number of orders increases; increase budget or bid * Focus on placing orders and then slowly adjust
8. Product Slow Sales
1. Product problems, clear the stock as soon as possible
2. Carefully review promotion issues - rhythm, word accuracy, pricing strategy, advertising combination, etc.

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