The international market environment and the adjustment of the Amazon platform’s own policies determine that the future will be an era of refined operations (that is, the premium model).

In a previous article, "When doing Amazon cross-border e-commerce, why do you advise you to start with high-quality products?" 》 reminds sellers to deploy high-quality models in advance and not to be greedy for the quick distribution of goods and miss the general trend of cross-border e-commerce.

So, what exactly is the premium model? Is it as simple as just sending an FBA and polishing a listing? Obviously not! The word "fine" in Amazon's refined operations runs through every link of the entire operation chain, going deep into every detail of every operation.

For operations, choosing the premium model means choosing to fight a protracted and endurance battle, from product selection, listing writing, keyword setting, advertising placement, FBA operations, inventory performance management, orders All aspects of management and so on must be "precise" and "detailed". In many cases, there is no shortcut, and hard work will become a required course.

In general, the Amazon novice entry-level model will go through the following process:

1. Market research: Make sure the product has a market, competition is moderate, and does not infringe;

p>

2. Purchasing samples: calculating profits, writing listings, taking photos and editing, and putting them on shelves for payment testing;

3. Market research: testing ads, calculating profits again, and optimizing listings;

4. Stage summary: Combined with the real data that has been mastered, evaluate the product selection strategy;

5. FBA stage: The product is basically stable, FBA is issued in small batches, costs are calculated, and performance is managed;

6. Stage summary: Combine the FBA stage data to evaluate the product and adjust the strategy;

7. Maturity stage: The product is overall stable, advertising is optimized, performance is managed, and a hit product is created.

Most outsiders know that "seven points depend on product selection, and three points depend on operation" is the operational logic adhered to by cross-border e-commerce merchants, but few people understand another guideline adhered to by insiders: One popular product is worth 10 ordinary products. Hot products are the ultimate pursuit of cross-border e-commerce operations and are also the core of the premium model.

But for novices, only by carefully completing all the above links can they take a solid path to refined operations and have the possibility of creating explosive products. Explosive products are not something that can be achieved in a day. The prelude is very important and the foundation is very important.

Specific to the operation process, Amazon novices need to focus on the following modules to make high-quality products:

1. Refined product selection

The Amazon platform has always Implementing the customer-centered concept, meeting user needs and improving user experience is the direction of Amazon's unremitting efforts. Therefore, "emphasis on products, light on stores" has become Amazon's characteristic.

Different markets, different regions, different groups of people, different seasons and time periods are not only influencing factors for Amazon’s recommended products, but also important aids for smart sellers to select products.

Don’t assume that a product that sells well in China will definitely become popular overseas, and don’t simply move other people’s products and wait for orders to be issued. Refined product selection is a knowledge, and it is also a skill. Without certain practice, it is difficult to master it just based on hearsay.

1. Learn to read the lists on the site: There are endless product selection inspirations hidden in the three lists of Best Sellers, New Releases, Movers & Shakers on Amazon’s front end.

It should be noted that when looking at the list, you should pay attention to dig deep into the small categories and do not pay too much attention to the large categories. Focus on products with fewer reviews on the list (less than 100 is appropriate). (Picture demonstrations are required because I am afraid that they will not pass the review, so I will not show them. If you need them, you can ask me alone!

2. Learn to analyze product needs: Learn to read the listings and customer reviews of existing sellers. In addition to paying attention to good reviews, Pay more attention to negative reviews. Think about whether you can improve the existing negative reviews? Can you maintain and optimize the positive reviews? Through evaluation, you can also determine whether the product is suitable for a certain market and whether it is suitable for e-commerce channels.

3. Learn to communicate with suppliers: Find cost-effective suppliers, investigate cooperation, long-term cooperation, etc., and make comprehensive evaluations to avoid delays in the future.

4. Learn to analyze market capacity: Take advantage of the Use third-party data analysis tools to assist. Focus on researching at least 5 similar products within 100 categories, and the search results for related keywords are less than 2k

5. Learn to calculate shipping costs and costs: Purchase if necessary. When testing samples, consider their weight, volume and other factors. No matter how well the product sells, if there is no profit, it will be a scam, so this step is very critical. Expenses (including promotion expenses, warehousing expenses, operating costs, etc.). After comprehensive calculation, if this product still has a lot of profit margin (30% profit margin), then this product can be developed.

2. Refinement of Listing

1. Refinement of image processing: Refer to the image processing ideas of competing products, and strictly follow the platform requirements for processing. We can look at the click-through rate, if it exceeds 1. Yes.

2. Refined title writing: The length should be between 80-120 characters. The keyword layout of the title should follow the principle of distribution from left to right, and avoid stacking and duplication.

p>

3. Refined five-point description: The selling points should be stated one by one, and multiple selling points should not be cross-stated. The refining selling points can include materials, functions, usage scenarios, after-sales guarantees, precautions, etc.

4. Category selection must be precise: Choose the category that is most suitable for product positioning, research the competition of the category in advance, and be well aware of it

5. Review and QA optimization: similar to ours. When buying something, reviews are the first priority. These reviews from customers can impress customers more than the merchant description on the details page. The same reason applies to QA, which also exposes some problems and issues that sellers do not pay attention to. Selling points, assisting in optimizing and improving products.

3. Refined advertising

1. Learn to collect advertising keywords: After entering product-related words in the Amazon front-end search box, the synchronization drop-down box will appear. Many long-tail words appear. You can collect these long-tail words that have appeared. These are high-frequency long-tail keywords searched by customers on the site. In addition, the keywords of excellent competing products are also what you need to collect. Not only do you need to collect them, but you also need to analyze them.

2. Learn to analyze ACOS: ACoS (advertising cost of sales), the ratio of advertising spending to advertising sales, expressed as a percentage. This number is a key metric for measuring Amazon Advertising performance. ACoS = Advertising Spend Advertising Sales.

3. Learn to self-check the advertising effect: Enter the main keyword of the product in the front search box to check whether the product can be searched normally, whether the keyword ranking has changed, how to improve it, etc., these are all related to Product sales and performance.

4. Refined performance management

After the products are selected, the listing is written, and the advertising is placed, the overall framework of the operation is basically completed. But there is another task that operations must continue to do, and it is also an indispensable key link in refined operations. That is refined performance management:

1. Continue to pay attention to the health of the account: handle small red flag performance notifications in a timely manner; respond to in-site messages in a timely manner (no more than 24 hours), handle negative reviews, and do a good job in after-sales work .

2. Continue to pay attention to inventory performance: promptly repair items that are not on sale, clear out redundant inventory, replenish goods in a timely manner, maintain a good sell-through rate, maintain high scores, and avoid FBA warehousing restrictions. If there is self-delivery, be prepared to deal with various issues such as credit card chargebacks, order cancellations, address changes, returns, etc., and handle them properly to avoid negative impact on the account.

3. Continue to pay attention to the product status: From the front end, check whether the product is on sale normally, whether the shopping cart has been lost, whether it has been copied, whether the page can be displayed normally, etc.

4. Continue to pay attention to the dynamics of competing products: focus on changes in their rankings, whether there are price adjustments, whether there are additional variants, and whether there are new products. Compare competing products and optimize your own products.

6. Continue to pay attention to the Seller Center notifications: News is the place where Amazon policies and regulations are released, including some new industry trends, major Amazon events, new feature introductions, preferential measures, etc. Just check them in time.

7. Open CASE for difficult problems: Common emergencies, such as page changes, products being taken off the shelves, variants being split, etc. If you cannot handle them, you must open a case as soon as possible.

Amazon’s refined operations are a hard skill. Not only do sellers need to work hard on their own, but they also need guidance from professional and reliable guides. It is difficult to master the essence by oneself.