When it Comes to Amazon, Sellers Are Most Concerned About Sales Volume
Many times, sellers encounter sudden drops in sales of products that were previously performing well, leaving them puzzled about the specific reasons. I have summarized the main causes of declining sales, and it’s essential for everyone to review these points for self-assessment.
Reasons for the Decline in Sales of Amazon Stores
01. Frequent Changes to Listing Content
While it's often stressed that sellers should focus on improving listings, frequent "improvements" can actually be problematic. Once a listing is published, making further changes according to Amazon's algorithm can disrupt the ranking weight values. High-frequency modifications can erode the inherent reliability of the listing. This is why many sellers report that altering their listings results in decreased rankings and sales. If the original weight value exceeds the adjusted weight value, the ranking naturally drops.
Additionally, changing a stable listing category can also reduce product sales. After modifications, Amazon's optimization algorithm will re-match the product's keywords, related customers, and total traffic. Therefore, sellers should avoid changing the product category once it is stable.
02. Complaints About Product Quality or Safety Issues
Quality and safety issues are critical. "Safety issues" are considered the most dangerous among all audit issues. Even a well-performing listing can be eliminated by 1-2 safety complaints. It is strongly recommended that sellers obtain all necessary certifications before launching a product. If someone tries to "attack" you, having certifications allows you to provide evidence to Amazon, ensuring your listing can quickly resume sales.
03. Decrease in Natural Keyword Ranking
A decline in the natural ranking of product keywords means reduced exposure, and total traffic will shift towards competitors with higher keyword rankings, leading to decreased sales. Sellers need to optimize their product keywords to enhance keyword rankings, thereby increasing total traffic, exposure, and order volume.
04. Inadequate Response During Holidays
Operating an Amazon store is not like a regular job with weekly holidays. Buyers can consult you at any time. If a seller is resting and does not respond promptly (automatic replies do not count), Amazon will officially record this, leading to a lower Contact Response Time rating and potentially losing the Golden Shopping Cart.
05. End of Advertising and Marketing Activities
Sellers who rely heavily on advertising to generate orders will face a decline when advertising campaigns end. Therefore, it's crucial to find ways to increase natural order volume and avoid high advertising costs. Marketing activities can boost sales and product exposure, but their cessation will inevitably impact sales.
06. Sudden Increase in Return Rate
Amazon's backend performance metrics include return rates. A sudden increase in returns can negatively affect your listing's weight. Even if the exact number of returns that reduce your weight seems unreasonable, consider Amazon's perspective: would you still direct customers to a listing with a high return rate? Likely not. Amazon may even suspend sales for such listings.
07. Incomplete Product Parameters
Sellers often overlook filling in product parameters when optimizing listings. However, Amazon's A9 algorithm relies on these parameters to recommend products. Products with similar parameters often receive Amazon's recommendation. Incomplete parameters mean missing out on Amazon's system-recommended opportunities.
08. Malicious Undercutting
Malicious undercutting can cause sellers to lose their Golden Shopping Cart to competitors offering lower prices, leading to a sharp decline in orders. This can also result in malicious negative reviews. To avoid this, register your brand and maintain good records. Reporting undercutting to Amazon can resolve the issue within hours. Sellers can also avoid co-selling based on transparent plans.
09. Malicious Negative Feedback
Negative reviews are often referred to as the "sales killer," especially for new products. A single malicious negative review can render a carefully optimized listing ineffective. Accumulating too many can even jeopardize the store. Sellers should understand why customers leave malicious negative reviews and use legitimate methods to request modifications.
10. Seasonal Cyclical Products
Some products have significant sales during peak seasons but experience unstable order volumes during off-peak seasons. Sellers should determine if their product sales are seasonally influenced by analyzing monthly and annual sales data. During peak seasons, ensure sufficient inventory to avoid stockouts.
Summary
These are several reasons for the decline in Amazon product sales. Various factors can contribute to decreased sales, and sellers need to pay attention to every aspect, from product selection to store operation, promotion, and logistics, to ensure optimal sales performance.
Final Thoughts
With more sellers joining Amazon and competition intensifying, sellers cannot afford to overlook their concerns. Besides managing their stores effectively, it is crucial to monitor industry dynamics, competitors, and Amazon's rule changes. Timely responses to various issues will help sellers navigate the platform more smoothly and successfully.