The old drivers operated by Amazon all know that it is a taboo to change the listing in the peak season! But there are people who do this. Let’s follow the cross-border know editor to learn more about the details. Recently, some sellers have reported that sales have plummeted due to changes in listings. According to the seller, he has two listings, no advertisements, and a few orders every day. However, in the next wave of operations, sellers completely “dead” the listings that were originally stable and stable.
Judging from the problems reported by the seller, there are several reasons that prompted him to modify the listing:
1. One size of the product is out of stock: after the seller raises the price, the order quantity becomes 0;
2. Merging zombie listings to get bad reviews: After deleting the zombie variant, the listing traffic drops to 0.
In addition, the seller also said that he often modified the listing, pictures, copywriting and other content.
There are different opinions among sellers about whether the listing should be modified, when to modify it, how to modify it, and what content to modify will have an impact.
According to industry analysts, after listings are put on the shelves, they must be modified and optimized in stages, but the key points must be grasped. Generally speaking, it will be optimized according to the performance. The most basic operation is to remove the bad and keep the good. If you change it well, it is really called optimization; if you change it badly, it is just random or blind change.
Before modifying the listing, you need to pay attention to two points:
1. Don’t blindly raise prices
Before raising prices, sellers are advised to investigate whether their products have a competitive advantage compared with other similar products in the current category. If the price is higher than the average price of similar products, even if the price is only increased by 1 USD, there is no competitive advantage. The direct price increase is too high, and it may also reduce the traffic given by the system, and the decrease in single volume is also expected.
Moreover, if there is no advertisement, the natural traffic will definitely drop significantly. If there is no order, the conversion rate of the listing will be directly affected, and it is normal for the weight and ranking to decline.
Did the sales plummet due to the modification of the listing? These optimization details have to be seen
In addition, regarding the problem of out-of-stock products, everyone in the editor uses wimoor’s “inventory replenishment” function, which has intelligent purchasing logic, and the system automatically calculates the quantity of products recommended for purchase with one click to ensure continuous stock and intuitively understand various FBA data.
2. Don’t merge zombie listings to get reviews
Experienced sellers know how much. The overall impact of merging zombies on listings is still very large. For some operations that abuse variants and indiscriminate listings, if they are reviewed by Amazon, it is not as simple as taking the listing off the shelf. Serious direct ban .
Finally, let’s talk about several important components of listing. Sellers should pay special attention to these parts when optimizing. Collect and organize the content to be optimized before the listing is put on the shelves.
The following brief optimization suggestions are for reference only:
1. Tittle (title)
Important keywords should be placed first, because the search weight of title keywords will decrease according to the order of the words. Optimization suggestion: Title=brand name+core keywords+product attributes+main features+variant form/packaging method
2. Description
Optimization suggestion: You can give a concise overview of key information such as product parameters, packaging information, quality assurance, and after-sales service. In addition, you can also add brand story, manufacturing background, etc., so that buyers can better understand your brand.
3. Picture
Suggestion for optimizing the main image of the product: the maximum size is 1000*1000+ white background, 100% of the product is displayed as a whole, and it is appropriate to account for about 85% of the main image, and it is best to show a three-dimensional three-dimensional image. Suggestion for product sub-picture optimization: The sub-picture includes product detail diagram, product selling point diagram, function usage diagram, application scene diagram, packaging and accessories diagram, etc., you can use the form of “picture + text” to highlight the characteristics of the product.
4. Price
Optimization suggestion: Referring to the above, the key point is to ensure that your product price has a competitive advantage.
5. Bullet Point (five elements)
Optimization suggestion: Refer to the listings and reviews of competing products, extract the buyer’s concerns, and highlight the product’s selling points.
6. Search Term (ST keyword)
ST keywords are not visible in the front desk, mainly to supplement the product keywords that cannot be covered in the title and description. Optimization suggestion: Do not repeat keywords, separate keywords with spaces, and do not use other punctuation or special symbols.
7. review
Optimization suggestion: There is more to say about the review. Here, Captain BI briefly mentions that you can try to do the evaluation, but pay attention to controlling the evaluation frequency and interval. Alternatively, you can also use the review request tool to obtain a review request email template, and ask for praise from buyers who place an order to improve the praise rate.
8. Q&A (question and answer)
Optimization suggestion: You can ask someone to ask questions, generally add 3–5 Q&A, it should not be too much, be careful not to find a problematic buyer account, otherwise it will be reviewed by Amazon. All in all, sellers should do their homework and work harder before listing their listings. It is recommended that after the listings are put on the shelves, stable listings should not be changed frequently. If the listings perform poorly, they need to re-examine the products before further work. Optimization adjustment.
