How Amazon sellers can expand their selection
Amazon product selection is a continuous process. It does not mean that after we start selling, the selection is over, and then we go to develop new products.
Amazon product selection is a continuous process. It does not mean that after we start selling, the selection is over, and then we go to develop new products. Before the product starts to sell well, in fact, we can continue to expand along the line of this product according to the map, so, is there any expansion model that we can refer to? It can be mainly considered from the following three directions.
- In-depth study of the Amazon platform
As an Amazon seller, we must first understand the platform itself and be familiar with the rules of the platform. In the process of researching Amazon, we can research and summarize from the following four aspects to prepare for our expansion.
- Best Seller
When we are researching hot-selling products, we want to select those products with a small number of reviews, but with rapid ranking and high price per customer. The number of reviews is too large, indicating that the competition is fierce, and it is difficult to compete as a new product seller. In addition, pay more attention to newly released products, keep up with the trends of competing products, and pay attention to new product features. Especially before the festival promotion, you can get a lot of inspiration by looking at the historical festival popular selection data.
2.Product Detail Page
The reference value of the product details page is relatively large. When we are researching, we must consider these four points: buy and buy, read and read, read but buy, and keyword recommendation products. What does that mean? Buying and buying refers to the behavior of consumers who buy a certain product for the first time and then buy other products, which is a supplement to the function in the usage scenario and the supplement to the demand in the purchase scenario.
For example, bluetooth earphones and earphone boxes. Looking and looking, it means that consumers browse other products after searching for a certain product, which is suitable for standard products with various parameters or non-standard products with various appearances. After reading but buying, it means that after consumers click on your product, they do not place an order but see your other products or competing products from other buyers.
In this case, we need to improve our products in terms of price, appearance and style. If the keywords recommend products, most of the new products are added, or product upgrades can be made.
- Best Match
Similarly, the selection of products under this module should not have too many reviews. And the product ranking should be at the top, at least the top 1-3 pages of search results under multiple keywords. After 3 pages, there is no need for everyone to read it.
- Top Sellers & Brands
Track industry bestsellers and branded products. From a product line perspective, track new product lines and new brands that are selling well in the industry and see how they are doing Amazon selection. Track the new development trend of branded products under this category, so as to verify the needs of product lines and functions.
- How to judge whether I can make this product?
Above we discussed how to analyze Amazon’s product selection method in terms of Amazon’s own module, so how should we determine whether we can do this product? Here are some judgment methods:
First, look at the launch time to determine whether the product is a new product that has been launched soon or an old product that has been launched for a long time. Judging the popularity, life cycle and replacement frequency of the category from the launch time.
Secondly, it depends on the price, whether we can do it if the current price drops a little bit.
Finally, it is the store performance of the existing sellers. If we sell, can we compete with others? If the average star rating of the product is lower than 3.5 points, don’t do it. Those with a score lower than 3.5 are basically garbage and not worth doing. Unless you are confident, you can build a product with a score of 4.2 to 4.5. The possibility of explosion. And choose those products whose number of reviews has been increasing in the near future.
If you can do the following prices, it is recommended that you do this product:
● Your target price < price of the highest ranked product * 0.9
● Your target price＜New product price*0.9
● Your target price＜price of the product with the most reviews*0.8
- How to improve a single product?
In a word, we need to refer to the existing products or existing problems on the market to carry out the secondary development of single products.
So where do we find the pain points of our customers? The first is users’ complaints about their own products, which can be collected on commonly used forums, social media and other platforms. Amazon Review is the easiest and most effective way to collect pain points of similar products.
After we complete the collection of user pain points, we can improve our single product in the following ways.
● Adding accessories can effectively prevent hijacking and improve customer experience.
● Change the packaging, brand our products, upgrade the product brand image from the packaging, and improve the user’s unpacking experience. For example, Amazon recently launched a tear-off package that is very convenient and fast.
● Change the color, make multiple different colors for the same product.
● Micro-innovation, upgrades in functions, materials, appearance and parameters, making the original products easier to use.
● Technological innovation, completely redesigning products, but general sellers do not have the ability of such subversive innovation, but it is relatively easy to differentiate the above four points.
Therefore, when we do product expansion, we need to fully consider product layout, market maturity and supply chain resources. In particular, you must be clear about your positioning, whether you want to run volume or profit, and who the target consumer group is will affect the direction of your product selection.