Speaking of the sales in the past two days, a seller described it like this: Today’s orders are comparable to the performance of the US men’s football team!

However, compared with the sluggish order quantity, sellers are even more helpless to cut and cut the storage capacity. Faced with the difficulty of delivery and replenishment, everyone can only seem to stare. Is it true that I can only be willing to be pinched to death by Amazon? Some sellers seem to have found the logic of the new storage algorithm.

At the same time, Amazon is looking forward to launching a new logistics business, which makes people wonder: Is Amazon blatantly engaging in “killing pigs”?

01

In the second week when the storage capacity plummeted, what did the sellers experience?

Since Amazon’s large-scale reduction of storage capacity last week, sellers have been worried about opening the backstage every day, for fear that the few storage capacities will be cut by Amazon again! Different from the previous adjustment of storage capacity, this time Amazon basically drops it once a day…

Some sellers did not pay enough attention to this issue, leading to accounts that could still ship, but now they want to ship and cannot send them, regretting it.

“Now I don’t expect the storage capacity to increase. I am satisfied if I can owe Amazon inventory.” Facing the current storage capacity situation, a seller was unable to complain.

The major impact of the substantial reduction in storage capacity on sellers is twofold. One is that it severely restricts the pace of promoting new products, and the other is that it affects the replenishment of old products and faces a crisis of out-of-stock. However, even if you can replenish the shipment the day before, it may be cancelled by Amazon the next day. This is probably the most disgusting aspect of this Amazon storage adjustment.

For example, the following seller, who delivered the goods in compliant storage, was cancelled by Amazon.

According to the seller: Recently, Amazon’s storage capacity is limited, and old products need to be restocked, so many unsellable inventory positions have been cleared. The shipment did not exceed the storage capacity at all, but I never expected that the shipment was cancelled by Amazon on the third day of shipment. Now that the goods have been loaded and sent off, the interception and disassembly fees are required for re-creating the goods and re-labelling them. The total cost is higher than the value of the goods…

In order to make inventory, the sellers are really fighting! A seller complained to Kan Ge: In order to quickly free up Amazon’s inventory capacity, I was forced to clear the saleable products. To this end, I also created multiple channels to remove orders, which cost $1,000!

For sellers whose IPI scores are not high, the impact is even greater! Some sellers asked for help: The old store’s storage capacity originally still had 6000, so it was 1000 for me all at once! Why did Amazon’s storage capacity drop so badly that the store was almost scrapped. What do I do?

02

What is the real purpose of limiting storage capacity? Does Amazon blatantly engage in “killing pigs”?

Why did Amazon hold Curry so hard this time? Preparing for the Q4 peak season? According to this year’s membership day, Amazon has also reserved storage and capacity for PD more than a month in advance. And the Black Five Network began to limit Amazon’s storage capacity in advance at the end of November, and at the beginning of September? Obviously unreasonable.

In this regard, some sellers believe that: At present, everyone is reducing storage capacity, that is, Amazon FBA workers cannot handle so many goods at present. It will be restored after a while.

But is this really the case? We must know that Amazon, as a global high-tech giant, will implement a policy based on analysis based on past experience and relevant data, and will never promulgate a policy on its forehead.

In response to Amazon’s abnormal move, an industry veteran conducted an in-depth analysis of “Amazon’s substantial restrictions on storage capacity”: (The following content has been appropriately organized without changing the meaning of the original text)

Over the years, Amazon FBA sellers have become accustomed to only focusing on operations within the platform, ignoring the ability to cultivate warehousing, logistics and distribution. Therefore, most sellers are extremely uncomfortable under the FBA storage capacity policy. After years of verification and data analysis of various indicators, Amazon has found that sellers should no longer bear so much storage capacity, and instead adopt restrictions on warehousing. Imagine if Amazon keeps receiving goods from the new warehouse, it will be a bottomless pit. To put it bluntly, Amazon is passing a part of the logistics and warehousing costs to the seller, allowing the seller to put the goods in a third-party warehouse, and let the seller bear this part of the investment and risk. Perhaps this is Amazon’s wishful thinking.

After reading the above analysis, I wonder if all sellers agree. Brother Kan thinks that the above is the point. Due to the influx of newcomers into Amazon this year, FBA operation pressure has increased sharply, and manpower and warehouses can’t keep up with this growth rate. To put it bluntly, in the future, FBA only wants you to deliver the goods that are sold well on time and in quantity and does not want to help you store excess goods. Compared with the cost of building FBA warehouses and recruiting a large number of new employees, Amazon’s storage fees will not make money. What money.

It’s also a coincidence that at the same time that the sellers’ inventory is becoming popular, Amazon has launched a new logistics project-FBA satellite warehouse, which is the official overseas warehouse. The specific content is shown in the following figure:

At first glance, this FBA satellite warehouse has many benefits. Not only is the shipment not restricted by the FBA storage capacity, but it can also help the seller save storage costs. The most powerful function is that it can automatically replenish the goods when the seller’s FBA warehouse is out of stock. , As long as you have the goods in the satellite warehouse (including on the way to FBA), your products will be available for sale.

However, if you want to enjoy the above services, sellers must go to Amazon’s official AGL logistics! As soon as this satellite warehouse service was launched, it immediately aroused heated discussions in the seller circle. Some sellers said bluntly: The day before yesterday, I had just cut me more than a thousand coffers. Today, I will get a satellite warehouse for myself. Is this forcing me to go to AGL? Killing pigs is not so obvious, right?

03

Some sellers do not fall but rise! Amazon’s new storage capacity algorithm is this logic?

Just when the storage capacity of all the sellers became popular, in the past few days, individual sellers were pleasantly surprised to find that their storage capacity has actually increased! This is really envious of others.

In addition, many European sellers also said that the storage capacity has increased: my IPI score in the UK has exceeded 500, so it has increased. Some sellers found out that the new account gives 1,000 storage capacity, but when the sales rate rises, it can rise to 3,000.

Is it because the IPI score increases, the sales rate rises, and the storage capacity increases? not necessarily! Some sellers have found that their products with efficient and fast turnover have dropped from more than 8,300 to more than 5,000, which is really puzzling…

So what is the logic of Amazon’s new storage capacity algorithm? A seller consulted the account manager and got the following reply:

The new inventory algorithm now incorporates the entire store’s dynamic sales data, which means that sellers are forced to deal with some unmovable or slow inventory in the Fba inventory. Then it will also affect the storage capacity, leading to the failure of replenishment of hot-selling products. Therefore, after the data is updated, many old accounts have less capacity than new accounts.

In response to the above statement, the seller analyzed his own storage capacity: after an old account was updated last week, the storage capacity has dropped from more than 10,000 to only 3K. I thought it was a system update bug, but it hasn’t recovered after two weeks. However, some accounts with performances that are not as good as his have higher storage capacity. Compared with several other old accounts, it is found that the more unsalable inventory, the lower the total storage capacity. To this end, the seller put the next focus on cleaning up the remaining unsold inventory.

Write at the end

Although the logic of the new storage capacity algorithm above is just a statement and has not been officially confirmed, it is also of a certain reference. Sellers may wish to try it. Starting with the sales rate and clearing redundant inventory, there may be unexpected gains.

Based on the current industry conditions, many experts predict that Amazon’s position restriction will be a general trend in the future. Even if the epidemic situation in Europe and America stabilizes, FBA storage capacity restrictions will become normal. Therefore, under this trend, how to deploy and use overseas warehouses, how to scientifically manage inventory, and how to efficiently allocate goods will be the ability for sellers to think long-term and urgently need to improve in the future.

In Amazon’s operations, the key to creating explosive models lies in product selection.

If you choose the wrong product, no matter how hard you try, it will be in vain. No amount of advertising can save your order.

Therefore, if you want to create a hot style, the first thing to do is to polish the product selection process.

So how do you choose products? Today I will share with you one of the many selection methods-holiday selection methods. To

The festival selection method can bring profits more quickly and easily, but due to the special time attribute of the festival, reasonable planning should be made when selecting products.

1. Use tools to analyze heat trends

Let’s take H10 tool as an example to teach you how to choose festive products:

Step 1: Open H10 to find blackbox——products.

Step 2: Enter holiday keywords in Title Keyword Search.

Step 3: Set the numerical value of some key indicators to screen suitable products

1. Best sales period Best sales month: Choose the season, holiday or month you want to sell. When setting, you can move the time forward 1-2 years

2. Sales: above 2000

3. Review: 4.3 stars and above

4. Sales changs 90-day sales increase percentage: more than 100%

PS: According to your own needs, you can also choose suitable categories and sales year over year settings.

Step 4: After selecting the products according to the indicators, select suitable holiday categories according to the sales growth trend.

Use keywords to search the Amazon front desk for these filtered products to see the situation of the same category, and to inquire about the overall market quotation.

According to the sales growth curve, the product is verified, and then it is matched with the budget, and then the advertising strategy of pricing and marketing methods is designed.

2. Choose a good product and put it on the shelf in advance

Be prepared for lisiting before the holiday or holiday begins. Don’t wait until the holiday season to rush into new ones, and leave a warm-up period for the products so that they can sell out in the season.

Before the holiday, I started to polish the product listing, including the title, product main image, A+ page, five-point description, etc.

3. Accumulate a certain review before the holiday

You need to make sure to accumulate enough reviews before the product demand reaches its peak. The more praise your product has, the higher the chance that it will appear on the homepage.

Don’t ignore the importance of reviews, and deal with negative reviews in a timely manner.

4. Be prepared for sufficient inventory

Stock up before the increase in product demand and deliver your inventory to the Amazon logistics center in advance. Once the demand starts to increase, it can be shipped immediately.

Due to the time-specific nature of holiday-themed products, replenishment should be made accordingly according to demand. If you still have surplus inventory at the end of the holiday season, you can clear the inventory at a later stage, or return the inventory in the Amazon warehouse.

The so-called digital product selection is to structure the sales data of countless listings on the Amazon platform through big data and provide certain presentation and calculation logic to help sellers choose the competitor products they want to refer to. Jumping out of the matter of product selection, all data analysis has two basic points: one is the data source, and the other is the analysis logic. The software for various data-based product selections is actually the same. It uses crawlers on the data source or obtains it through some gray channels, and after obscuring the data to a certain extent, various analysis functions are made. For example, put the sales valuation and the BSR curve in the same chart, judge the low and peak seasons, correlate the keywords, the products related to the keywords, and the corresponding sales, and do market trend analysis. The most homogenous function should be to provide data filters for data in a certain period of time, allowing sellers to conduct data from various data conditions such as price, category, rating, BSR range, delivery method, and sales range. Select to get the product reference list of the seller’s custom logic. The logical analysis method of data-based product selection can be implemented by anyone who knows a little bit of technology. Even people who don’t understand technology can do it through the fool operation of Excel. Due to the data openness of the platform, it has become an artifact of copying money. At present, the reason for the prevalence of data-based product selection in the Amazon e-commerce industry is true because there are too many sellers, and everyone is in urgent need of copying artifacts. Why copy money? Frankly speaking, it is indeed the safest choice to take the path that others have taken, sell products that others have already sold, and use lower prices, better copywriting, and more dazzling pictures to grab the market. It’s just that in the long run, this road should be narrower and narrower because the industry shuffle is already obvious. When you have fewer and fewer sellers for benchmarking, the more you rely on your independent innovation decision-making. Data-based product selection is a malformed product selection method. Most people cannot understand data objectively. There are N reasons for the popularity of a product on Amazon, which can be roughly divided into two aspects: product selection and operation. The sales result of each company is the sum of the efficiency results of operation and product selection. We see the result, want the same result, but cannot replicate all the reasons. For product selection personnel, at most, they can only replicate a small part of the “selection” reasons, but it is difficult to be confident that they will sell well. This is the reason why operations and product development are torn apart. If you rely too much on data-based product selection, you may lack the patience to understand customer needs and lose opportunities for product and business optimization. The current mainstream product innovation and differentiation methods are based on the pain points mentioned in the review of the best-selling products to iterate and improve the products. It has to be said that this “differentiation” method may have begun to homogenize. So for people who really want to make a good product, how to truly understand customer needs is the most important thing. If it is not the product development of a shop, the most important meaning of the product selection software should be in the two things of “judge the trend” and “find a good product entry point”. After you have read the competing product information on Amazon, you should calm down and think about why this product is selling well, what problems it solves for customers, and whether there is a better product. The digitization you see is the result of actual behavior. Research needs are more important than data. The biggest morbid state of current product development work is that you are too obsessed with data-based product selection and neglect the research on demand. When selecting products through data, I was still entangled in the accuracy of the data of certain software. In fact, when others sell well, it means the right time and place. It is impossible to replicate the same time, place, and people for the same product. What’s more, many sellers sometimes don’t even know why their products explode, let alone look at their opponents in data research. From the perspective of Internet traffic, Amazon is also competing with other websites for traffic from Google. In the past, the product sales at a certain node were not good, or it may just be a good product that has not yet matched the customer’s needs, but the Amazon algorithm has found that there are good products. , It will increase the flow of traffic to the outside of the site and get more orders to be traded on Amazon. (This is also the meaning of the selection of products outside the station)

For many new sellers who have just entered Amazon, how to make store products quickly issue orders is the primary problem in front of them.

As we all know, Amazon is a platform where traffic is king. If the seller’s store does not have considerable traffic, there will naturally be no sales. No matter how good the product quality is, it will not help.

How can we get more traffic to the Amazon store to increase product sales?

First. Product listing optimization

In terms of the listing, sellers need to determine how many keywords should be covered in the title and whether these keywords are accurate.

In addition, the five-point description and product description in the product detail page should also add as many relevant keywords as possible. The filling of these keywords will also increase the probability of the listing being searched.

If the product optimization is not in place and the keyword matching is not high, even though a large number of advertising promotions, the sales of B products will still not increase because of the low click-through rate and conversion rate.

second. In-site advertising promotion

For new sellers or sellers who have just launched new products, the most important way to attract traffic is to promote on Amazon.com.

For example, automatic advertising is the first choice for sellers after new products are put on the shelves. It can quickly help sellers identify whether the keywords in the listing are accurate and effective. At the same time, the orders from the ads will play a positive role in the weight and ranking of the listing.

After that, by filtering the keywords with obvious effects in automatic advertisements, automatic advertisements are used for promotion, which will also save some costs and increase natural traffic.

third. Off-site promotion

Promote products through third-party platforms such as Tik Tok, Facebook, and YouTube. These platforms are open to Amazon sellers and have no barriers to entry.

It should be emphasized that when storing traffic increases, but product sales do not increase much, then this traffic will not have any positive effect on sellers, and will even reduce store conversion rates, resulting in fluctuations in product rankings.

fourth. Participate in the Amazon Vine program

After participating in the Amazon Vine program, sellers can send their products to certain Amazon buyers, and these consumers will make corresponding product reviews after obtaining the products.

In the case of low store traffic in the early stage, sellers can try to participate in this program to obtain customer resources. As the listing reviews gradually increase, the natural store traffic will also increase.

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