The promotion rhythm of Amazon's low traffic holiday products mainly focuses on several key dimensions, including competitor sales analysis, inventory management, operational promotion strategies, product threshold setting, and successful competitor case analysis. The following is a detailed explanation of these dimensions:
### 1. Competitive sales analysis
-* * Identify market opportunities * *: Select competitors with monthly sales between 300 and 1000 as a reference, indicating that the market is not yet saturated.
-Be wary of high selling competitors: If a competitor's monthly sales exceed 1K or even reach 10K or more, the market competition is fierce and new competitors may rapidly increase.
### 2. Inventory management
-* * Control inventory risk * *: Keep inventory levels between 100 and 500 pieces to avoid pressure caused by excessive inventory.
-* * Multi link decentralized stocking * *: By dispersing stocking through multiple links, the risk of a single link is reduced while ensuring promotional flexibility.
### 3. Operational Promotion Strategy
-* * Precise positioning * *: does not require a large amount of off-site promotion or evaluation, but achieves goals through on-site advertising and appropriate rhythm.
-Develop unique strategies based on the characteristics of the product and market conditions, rather than blindly following others.
### 4. Product threshold setting
-* * Raise competitive barriers * *: Choose products with high unit price (such as over $30) and customized needs to reduce competition and increase profit margins.
### 5. Successful Competitive Case Analysis
-* * Verify market feasibility * *: Look for 2-3 successful competitor cases and observe whether their performance is good during peak seasons (such as not selling at low prices and raising prices during peak sales periods).
-* * Consider segmented market demand * *: If there are too many competitors in the segmented demand (such as more than 10), it is necessary to carefully evaluate whether to enter the market.
###Specific implementation steps for promoting rhythm:
####Observe the fluctuation of traffic for core keywords in the market
-Analyze ASINs with different ranking positions to understand the time period of traffic explosion, usually concentrated between November 15th and December 20th.
####Establish a lexicon
-Build a keyword library using ABA brand analysis, SIF tools, and automatic ad extraction, and prioritize keywords with high relevance and conversion rates.
####Set bidding and budget
-Tagging listing will begin in the first half of the peak season, and gradually adjust bidding and budget.
-During the period of November 10th to 15th, quickly open the traffic portal and fully utilize automatic advertising to run.
-Flexibly adjust the selling price and advertising budget from November 15th to December 15th based on inventory status.
-During the golden harvest period from December 5th to 20th, poorly performing advertisements will be closed and prices will be raised for the final profit harvest.
####Detail control
-Gradually optimize keyword placement, shifting from low click through rates and long tail keywords to high relevance and high conversion rate core keywords.
-Pay attention to the average conversion rate indicator of the brand and prioritize keywords with a conversion rate higher than the average.
-Reasonably arrange the merging time of similar products to ensure an increase in conversion rate during the most concentrated traffic period.
This promotion rhythm is suitable for small traffic products that hope to be sold during specific holidays or seasons. It emphasizes a deep understanding of the market, reasonable inventory management, precise advertising placement, and timely price strategy adjustments.