Last week, Amazon quietly introduced a new regulation, which made many sellers in trouble, because all products with buttons may be removed. Amazon's policies are more and more strict, and their strange actions are more and more. This time, they are secretly testing new functions
Add shopping cart directly to the search page
Some sellers reported that they found a surprising situation when searching for products recently. The "Add to cart" button directly appeared on the search page. Excluding the possible impact of plug-ins, some categories do not have this shopping cart button when searching for other products.
It can be speculated that Amazon is testing new functions again. At present, sellers have found this shopping cart button in consumer electronics, mother and baby, outdoor, kitchen and other categories.
Location where the shopping cart button appears
SP ads and natural ranking products on the search page have the "Add to cart" button;
The shopping cart button has not been added to brand ads and video ads;
The shopping cart button does not appear in the "Today's Special" column;
In the middle of the search page, there is no shopping cart button in the advertising position "Products that customers often browse";
This change will increase the click through rate and purchase increase rate of the product, but we all know that if these increases cannot be translated into actual sales, the weight of the product will decline. So the shopping cart button appearing on the search page may reduce the conversion rate of many people.
This change has just appeared, and we can't predict its impact accurately yet. We can only use some auxiliary plug-ins to judge its impact on click through rate and conversion rate over time.
In the face of this sudden change, sellers should not panic, because Amazon has also added the coupon function for the shopping cart function!
Add shopping cart coupon
At the beginning of the year, Amazon limited the coupon discount function, and setting coupons became a problem for sellers. Amazon has successively launched "brand customization discount" and "price discount" to make up for the function of coupons. In fact, Amazon has also launched a new coupon function.
Send promotional offers to cart abandoners
Amazon will provide the number of customers who have joined the shopping cart but have not purchased it in the past 90 days. You can customize coupons for these customers to improve the conversion rate of shopping carts.
Coupon requirements: minimum discount of 10%; Up to 50% discount
Send promotional offers to potential new customers
Amazon will provide the data of potential customers who have never purchased your brand products in the past year, but have clicked your brand, store or added products to the shopping cart in the last 90 days. You can customize coupons for these customers to improve the conversion rate of shopping carts.
Coupon requirements: minimum discount of 10%; Up to 50% discount
Path discovery:
Brand → brand analysis
When the customer loyalty analysis of brand analysis declines, you will see the "Insight and Suggestions" area, where there are two coupon entrances.
Amazon official explained that these two functions can help you attract more buyers and improve the overall buyer life cycle value.
In addition, on the brand analysis page, Amazon has also added data on cart abandoners to help sellers better understand the situation of additional purchases and conversions. At the same time, Amazon also quietly launched its own off site platform, which has changed from the previous internal test to the mode of public use for all sellers.
(Source: official account: cross-border video cici)
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