How to speed up the inclusion of Amazon listing?
Amazon Keyword Relevance Principle — Static Relevance
Static correlation mainly refers to the traffic distribution by Amazon by actively grabbing the Title, Search Term, Bullet Point, category and even qa defined by the seller when editing the listing after we lsting is listed.
It is the basis for the initial traffic distribution of Amazon A9 after the product is launched, and it is the traffic source when a new product is cold-started.
The weight of keywords depends on the degree of keyword matching when the listing is put on the shelves, the distribution of keywords, and the frequency of keyword repetition. We have also talked about this in detail in “How to optimize listings from the perspective of Amazon’s algorithm and users?” How to optimize the page in order to strengthen the index, will not go into details here.
Amazon Keyword Relevance Principle — Dynamic Relevance
Dynamic correlation mainly refers to the keyword and product correlation established by Amazon based on user behavior. Its core influencing factors are:
Click volume + click rate (click rate accounts for 10%-20% of the overall listing weight)
Add-on purchase volume + Add-on purchase rate (Add-on purchase rate accounts for 5%-10% of the overall listing weight)
Number of comments + rating value (rating value accounts for 15%-25% of the overall listing weight)
Number of returns + return rate (rating value accounts for 5%-10% of the overall listing weight)
Purchase volume + conversion rate (the proportion has the highest weight factor and cannot be estimated, the others are impact indicators, this is the decisive indicator)
Based on time: the last 7 days (accounting for 60%), the last 14 days (accounting for 20%), the last 150 days (accounting for 20%), and other user behaviors have different weights…
Weight calculation period: The click weight is currently calculated about once every 24 hours
Different behaviors affect the weight ratio of a listing differently, including Amazon’s weight calculation ratio for a listing in different time periods.
Before, we also shared a mind map of the possible impact ratio of user behavior in different locations of Amazon’s official paid channel listing. Here is a list for you:
How to speed up the inclusion of Amazon listing?
According to the above weighting algorithm, we can actually get:
①The first 14 days is the most important period for new product promotion. If you perform well, you will get a virtuous circle, and vice versa, so we must take good care of the first 14 days of promotion period and strive for a virtuous circle of new product promotion period;
②A listing with poor historical sales performance, the longer the time, the harder it is to push. This is not only the reason for the conversion rate, but also the reason why Amazon calculates the weight of your link;
And why some best sellers can be maintained on Amazon for a long time and prosper for a long time, this has to mention another Amazon keyword correlation principle calculation mechanism: “cumulative effect”.
Amazon Keyword Relevance Principle — Flywheel Cumulative Effect
correlation effect
① When a new listing is launched, based on its keyword settings (static association), Amazon allocates initial traffic;
② Based on user behavior, generate the association between keyword K and product A;
③ Based on the side-by-side display of products and user behavior, the association between product A and product B is generated;
④ Finally, the association between keyword K and product B will be generated;
⑤ When the number of clicks and sales of product B continues to climb, it will drive the ranking of its keyword K and related keywords to further improve;
final effect
• The original 100 statically related keywords have an average weight from 10 to 60 points (the initial weight of keywords is such as: 35 23 21 19 11 8 5 5 4 3 3 3 …, and then the keywords will rise and fall) • Later introduced 50 dynamically related keywords, with an average weight from 0 to 40 points (just like sony’s headphones have bose keyword traffic)
This also explains the problem of “why some listings clearly do not have this keyword buried in the link, but the keyword can be found when the automatic advertisement is running.”
Of course, after understanding the principle, you still need to act according to the principle. Let us also tell you a few ways to let Amazon speed up dynamic association inclusion.
Amazon Keyword Relevance Principle — Dynamic Relevance
Dynamic Association Cold Start — The way two items are first associated
Based on a list of search results:
✔When the item is on the shelf, it is a variant
✔ Commodity main push keyword cross
✔ Let Amazon have some traffic distribution crossover
……
List based on BSR category/category navigation etc:
✔The category node is the same when the product is put on the shelves,
✔ Preempt the same bs or ns flag
……
Combination selling based on seller settings:
✔ Bundle sale of item settings
✔Associated promotion settings, buy A get B discount, etc.
✔Buy 1 get 1 free, buy 2 get 80% free, etc.
……
Based on the list of products in the store being clicked or purchased by users at the same time:
✔ Product details page A+ related sales
✔newer model, etc.
……
Dynamic Association Hot Start — Based on the existing relationship between two products, a stronger association is promoted. For example, after a cold start, the following associations will be generated under the product:
read and read / bought and bought / compare similar products
✔ Take the initiative to add yourself to be associated with competing products asin,
✔ Actively decide to bid on competing products asin
✔Put keywords similar to competing products
……
ad recommendation
✔ Automatic ad association matching
✔ Manual ad scheduling
✔SD advertising fixed investment
✔ SD video ad scheduled to vote asin
……
Recommendation based on history
Example: SD Ads Remarketing Targeting
……
I believe that everyone has a clear understanding of the underlying logic of the overall inclusion of Amazon listing. Finally, let me say a few more words, the inner logic of Amazon listing is nothing more than “customer first” to maximize the benefits.
Then, as long as your overall optimization and ascension method follows this logic, there must be no problem. Even if there is no result in the short term, do not easily deny your own direction. Effective action is a cumulative process.
