How to prepare for Prime Day efficiently? What is the trend of peak season this year? Here comes the answer!

 Is there any new coup this year to help sellers gain more sales on Prime Day?
After speculation by all parties in the early stage, after the seller's appetite was smashed, the 2021 Amazon Prime Day is finally settled! Following the postponement of the event to October in 2020 due to the epidemic, this year Amazon has changed the tradition of previous years again and advanced the Prime Day to June (most likely in mid-to-late June). China to Amazon FBA

 
How fragrant is Amazon membership day? On Prime Day 2020, the sales of third-party sellers worldwide exceeded 3.5 billion U.S. dollars, an increase of nearly 60% compared to 2019. This year, Amazon's global Prime membership has exceeded 200 million, and its hidden chances of breaking orders must increase unabated!

 

It can be said that from now on, Amazon sellers have entered the first round of peak season preparation period of 2021. However, everyone is talking about preparing for the peak season every year. In addition to the conventional operating strategy, are there any new coups this year that can help sellers gain more sales on Prime Day? Today, Brother Kan will share with you a few secrets of the peak season. In addition, there is a surprise egg at the end of the article to help you prepare for this year's peak season efficiently!

01
Prime Day Secret Order 1
The magic of listing
I believe that all sellers are very clear that if you want to sell in the peak season, an excellent listing is essential!

Although it is said that optimizing the listing is the most basic operation work, according to the observation of the brothers over the years, many sellers tend to ignore this work when preparing for the peak season in the early stage. As a result, when the big promotion is approaching, it is already found that there is a problem with the listing. It was too late to solve, and finally led to poor conversion rate performance and missed the golden opportunity to explode.

 
Therefore, when preparing for Prime Day in the early stage, sellers still need to spend some time to carefully check and optimize their main listing. The following is a "Listing Self-Inspection List" from authoritative channels. I hope it can help you all sellers. Everyone may wish to self-check one by one according to this list and solve the problems found in time.


After talking about the basic listing optimization, let's share with you a peak season operation tip-virtual bundling of related products.

Brand sellers in the US can use virtual bundling tools to combine 2-5 complementary ASINs into a virtual bundled product to help consumers better discover and purchase complementary products. The virtual bundle will appear below the main image on the product detail page. China to Amazon FBA


Different from the "always buy together" function, the virtual bundle is not automatically generated by the system and can be combined by the seller independently, but the ASIN of each component must be separately purchaseable, and the relevance of the components must be ensured. For example: yoga mat and yoga pillow, TV and TV stand, sports top and sweatpants, or a combination of a variety of children's bath toys.

Through the virtual bundling combination, a separate ASIN and product detail page will be formed. The seller needs to upload a picture and a 5-point description for it, and this new ASIN supports the use of coupons and A+. In this way, consumers can purchase all the products of the combination in one detail page. Therefore, sellers can add bundled products to peak season promotions, which will surely achieve the effect of getting twice the result with half the effort.By the way, there is also a very important point. When sellers formulate peak season advertising strategies, such as keywords, products/categories, and display promotion related placements, they can be combined with bundled products to form a set of related products. Drain traffic to ensure that the associated traffic of your detail page is not divided by competing products, and it can effectively increase the conversion rate.

02
Prime Day Secret Order 2
Tips for getting the best advertising configuration
The old sellers who participated in Prime Day in the past years know that the competition for advertising on Amazon site has become more and more fierce before the big promotion. In order to compete for traffic to occupy the ranking and greatly increase the advertising budget, the cost of advertising on the entire site has also risen.

For small and medium-sized sellers, how to spend the limited advertising costs on the blade has become very critical, and to a certain extent directly determines the seller's Prime Day record. China to Amazon FBA

 
Therefore, sellers need to optimize their advertising activities to the best combination at this stage before the official opening of the big promotion, so that they can better grasp the opportunity of bursting orders brought by the peak traffic period. So how should we sellers find the optimal configuration of their advertising campaigns? In fact, these secrets are in your advertising report:

1. Sellers can use the search term report to find the best placements (for example: keywords, categories/products).

It is recommended that you set a threshold for several key performance indicators to help us filter, for example: click volume is greater than X, sales conversion rate is greater than Y%, and ACOS is less than Z%. After setting the threshold, the sellers are sorted and filtered according to these indicators to build their own keyword database and targeted list. For example: filter out high-performance search terms with clicks greater than 40, sales conversion rate greater than 60%, and ACOS less than 15%. Increasing the placement of these words is bound to bring more conversions to sellers.

2. Use the search term impression share report in product promotion and brand promotion to adjust bidding strategies.

Through the search term impression share report, we can understand the share of the total amount of account-level impressions brought by specific search terms in SP and SB advertising campaigns, as well as the ranking among all advertisers. The two indicators of impression share and ranking can tell sellers whether you have enough impressions and whether you have increased the value of the bid, so as to help sellers determine the adjustment range of advertising bids during peak seasons. For example, if a seller who is a Bluetooth headset finds that its impression ranking and share in the core keyword "Bluetooth headset" are in the head position, then the bidding can be increased according to the normal range of the peak season. Sellers can also find search terms with high ROAS but low impression ranking and share, and increase the price according to the peak season after a certain price increase.

3. By analyzing the "Purchased Products" report, sellers can find potential products that have not yet been promoted and cross-selling opportunities. We will add these products to the peak season promotion plan, which will naturally improve the results of Prime Day. China to Amazon FBA

03
Prime Day Secret Order 3
Keyword problems prescribe the right medicine
If you want to achieve sales take off on Prime Day, keyword settings are the key! However, in the actual operation of advertising, one of the major difficulties for sellers is the setting and optimization of keywords. Even some old sellers have troubles.

Next, we listed some very representative keyword problems and solutions:

Question 1: The first time a new product is launched, there is no way to control the core keywords of the product and the long-tail keywords that can bring sales conversion rates. What should I do? China to Amazon FBA

Solutions:

When you first start advertising, it is recommended that you first choose broad matching and category terms to allow the advertisement to gain exposure as much as possible. At the same time, use the search term report to continuously accumulate core keywords and high-converting long-tail keywords, and optimize advertising activities in a timely manner.

Question 2: Advertising ACOS exceeds 30% (ie ROAS is below 3.3), do I still need to continue broad matching?

Solutions:

In fact, ACOS does not have a completely fixed standard. Different advertising campaign stages, product categories and markets will affect the level of ACOS. It is recommended that sellers can work out acceptable ACOS thresholds according to their own purchase, logistics, operation and other costs and specific sales conditions, and compare the actual ACOS according to the sales stage of the product.

Regarding the setting of the target ACOS, an Amazon veteran gave this advice:

New product period, target ACOS = sales profit rate + commission for the product platform

During the rising period, target ACOS = sales profit margin

In the mature period, the target ACOS is less than the product's sales profit rate. As for how low it is, it is a question of sellers earning more and less.

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