It is divided into two steps:

Pre-operation before the product is put on the shelves. It is divided into the following steps:

1. Market research. This is a very important point, and it is also the basic point for whether the product is worth doing. We need to investigate the market capacity, price range, and degree of competition in the market where the product is located. Generally speaking, the higher the price of the product, the smaller its actual market capacity, the lower the degree of competition, and even an oligopoly or monopoly may be formed. The red ocean category is different. The competition in this category is particularly fierce, and the products are also of low value. So when you plan to do this category, you must think carefully about whether the supply you have is sufficiently differentiated and can provide buyers with a different experience, so that you can have a competitive advantage in the red ocean category.

2. Analyze competitors. Whether you are a small or medium-sized seller with limited funds or an entrepreneur with sufficient funds, you must analyze the head buyers of the product category you want to put on the shelves. Their listings are very complete, and their operation methods are also worth learning from. Be sure to be alert to the problems exposed in their comments or QA, and see if your products have the same problems. If so, find a way to solve them and prevent bad reviews from happening. Learning from competitors is the fastest way to understand similar products, especially the leaders in the category.

3. Analyze keywords. This is a very important task in the early stage of operation. Only the correct keywords can bring you traffic and conversion, so as not to be mistakenly placed by Amazon. The analysis of keywords can be found in the titles and five points of competitors. Most products have only one or two core keywords, but due to language changes, the same word may have multiple translations. At this time, it is necessary to maximize the use of keywords.

4. Determine the operation strategy. This is the core role of operation. Determine how a product should be promoted and what method to use to operate it will quickly make the product excellent. Generally speaking, different strategies are divided according to different operation modes. Boutique operations are generally divided into two types: aggressive and moderate. The aggressive approach requires a lot of funds and various resources. Multiple accounts and sufficient inventory will be prepared in advance. This approach may not be suitable for all products, but it is the most effective for seasonal products, with an operation cycle of about 40 days. The gentle approach has high requirements for time and rhythm. It does not mean that the gentle approach relies on time accumulation. If Amazon can rely on time to accumulate weight, there will not be so many abandoned listings. The gentle approach takes longer than the aggressive approach in time, but the difference is not too big. It generally runs through the entire new product period.

Five. Reserve evaluation resources. There is a saying in Amazon: evaluation is looking for death, and no evaluation is waiting for death. After the product is put on the shelf, the evaluation should be arranged as soon as possible. Generally speaking, it is not advertising first, but comments and QA first. Arrange direct evaluation or find real people to evaluate. Generally, at least 5-10 comments or stars can be posted within a week. After reserving evaluation resources, this is completely possible. Don't worry about the risk. When evaluating, you should do both review-free and review-reservation at the same time. By reducing the review-reservation rate, you can reasonably avoid the risk. Amazon's monitoring of reviews starts with the buyer's account. Once a buyer's account is detected as an evaluation account, a warning letter will be sent to the sellers of all the goods purchased under his account. On the other hand, it starts with the review-reservation rate and conversion rate. If the conversion rate of an order is too high, or the review-reservation rate is too high, it will cause Amazon's monitoring.

Sixth, copywriting, pictures and A+ pages. This is the basic preparation for Amazon product listing. High-quality product pictures and refined copywriting are indispensable for e-commerce. You can even make unboxing videos, display videos and advertising videos before the product is listed (advertising videos are a new type of brand advertising that has emerged in the past year, and the click-through rate and conversion rate are very good).

The next step is the operation after the product is listed:

1. Evaluation implementation. Don't rush to advertise after the product is listed. In the absence of any comments and QA on the page, advertising will not bring excellent clicks and conversions.

2. Turn on automatic advertising. When there are comments and ratings on the product page, you should choose to turn on automatic advertising to increase product exposure. If you have made advertising videos, you can simultaneously put brand advertising.

3. Turn on other advertising types. After the automatic advertising runs out of a certain number of words, optimize the advertisement, and at the same time add new advertising to the product to increase exposure.

4. Participate in flash sales or off-site sales. If a new product can continuously maintain a considerable number of orders within one month of its launch, the system will quickly recommend promotional activities such as flash sales to you, which are extremely effective ways to increase rankings. Off-site activities are also a way to quickly increase orders and improve rankings, but the ranking increased by off-site activities is a false ranking and there is no way to stabilize it. If you can get a BS label, it will be counted separately. If you have a lot of off-site resources, you can try to continue to do off-site sales to maintain a high ranking. For seasonal products, this method can bring a huge amount of shipments and maintain a good ranking at the same time.

For a product, if it does not successfully maintain a stable top ranking after such a round of operations, then it is necessary to redefine the product. And if you want to improve the ranking of this product later, you will need to invest more manpower and funds, and spend more time.