What are the new ways of playing Amazon products outside of the website?

New ways to play with Amazon products off-site?

When it comes to traffic, there are two types: internal and external traffic. What are the strategies for Amazon’s new products outside the website? Dark Drop shares a new external marketing strategy for new products, so be sure to bookmark this page!

1. External Marketing Strategy

When promoting new products outside the website, it is important to ensure that there is sufficient inventory. If inventory is not adequate, it is not recommended to combine new products with external marketing, unless it is to test the product using external marketing.

Strategy 1: High Prices + Flexible Discount Adjustments + Improved Conversion Rates

For this approach, the following adjustments must be made in advance:

First, regarding pricing: before the sale begins, pricing must be determined. For example, if the competitor’s price is $18.99, the high price can be set between $20.99 and $23.99. However, it should not be set too high.

Second, regarding advertising: on the first day of the product launch, advertising should not be started. The traffic from external marketing is too broad, and if advertising is started at the same time, the link may die. Advertising should be launched when the rankings are more stable, either by directly promoting the new product or by waiting until a certain ranking is achieved before launching the advertising.

High price strategy: if the competitor’s price is $18.99, I will directly set the price at $20.99. Since I am combining external marketing with new product promotion, I am willing to lose some money on external marketing. If the price is too high, negative reviews may be received if the product is ordered naturally. Therefore, I will not set the price too far from the competitor’s price. If the loss from external marketing is too great, the highest recommended price is $23.99 or less.

First stage: Do not advertise, use pure CODE mode for external marketing

When the new product is just launched, if advertising is not started, there will be minimal natural traffic. Therefore, in this stage, the product does not require natural traffic or natural orders. The most important indicator is to improve the conversion rate of the new product and intermittently increase the BSR ranking.

During this process, intermittent streaming or single streaming is used to promote off-site. In Amazon’s backend, under “Data Reports” and then “Business Reports,” you can see the daily traffic and conversion rates of the links. Separated by a day, you can see the data from the day before. Make an order data record table and you can see the traffic, conversion rate, natural orders, off-site orders, and other data for new products.

PS: It’s best to make a table to record the data. Don’t judge with the naked eye. Real link data can help you determine how to adjust new product promotions. And every important adjustment must be recorded in the table for easy review.

To increase the discount intensity through daily orders and conversion rates, use social media discounts to promote off-site. Social media discounts can increase the discount intensity to 80%. The new product can be initially launched at a price of $20.99.

It is recommended that on the first day of off-site promotion, use 60% COD directly. If there are no orders on the first day, adjust the discount intensity to 65% CODE on the same day.

On the second day, promote off-site again. If the effect is not good, adjust the discount intensity to 70% CODE in the evening until the discount can generate orders, and try to ensure that the daily conversion rate of the link is not less than 10%.

The second stage: no advertising, off-site CODE+COUPON mode.

The first stage: after promoting for a week or two, it is important to use the SIF tool to check the link’s natural keyword ranking. When more than 90% of the keywords are ranked in the top 3 pages, take immediate action and use the CODE+COUPON mode.

Why use this mode?

When most keywords come to the top 3 pages, it means that there is natural traffic for the new product. So, opening the coupon is more likely to increase natural orders. Therefore, you must use the CODE+COUPON mode, with coupon at 20% and CODE at around 40%.

The new product will take some time to be released, in order to improve its natural ranking. To improve the natural ranking, two conditions must be met. First, the overall conversion rate of the new product must continue to improve. Second, the new product should be able to control its category ranking within a relatively stable range. Only by ensuring these two points can the new product’s natural ranking be improved. During the first two weeks after the new product is launched, it should be promoted three times per week outside of the website for roughly 2-3 weeks in total, to ensure the above two points are met. As a result, most of the key words are likely to improve their natural ranking to the top three pages.

The second stage is to continue the promotion outside of the website, using the code+coupon model. The goal of the promotion outside of the website during this stage is to stabilize the ranking of the small category by generating orders, which in turn stabilizes the natural ranking. When the seller inside the website clicks on the coupon and places an order, the natural ranking will further stabilize.

PS: During this stage, it is still important to ensure that the overall conversion rate continues to improve.

The third stage is to run ads inside the website and stop promoting outside of the website.

The standard action to stop promoting outside of the website is when the new product has at least 10 reviews with a rating of 4.3 or above. The requirements for the number of reviews vary depending on the category. For example, for the tempered film category, I will stop promoting outside of the website after reaching 100 reviews. For the dashcam category, I will stop promoting outside of the website after reaching about 30 reviews. The requirements for reviews of new products in different categories vary.

After stopping the promotion outside of the website, the following actions should be taken immediately:

  • The new product should be discounted from $20.99 to $16.99.
  • The coupon should be increased from 20% to 30%.
  • The ad inside the website should be launched the next day.

The discount will directly display a 30-day discounted red label, which will greatly increase exposure, clicks, and conversion rates. During the two stages of promoting outside of the website, most of the natural keyword rankings have already reached the top three pages, and the natural ranking will be further improved by reducing the price and increasing the coupon strength, thus obtaining more natural orders. On the second day, launching the ad will result in more orders than expected.

Play 2: Lower Price + Flexible Discount + Improved Conversion Rate

A competitor’s price is $19.99, and a new product can be launched with a price of $17.99 for off-site promotion. Following all procedures, this price will be easy to sell outside the site, with a high conversion rate and a faster increase in natural ranking. Internal advertising can also be launched quickly. The disadvantage is that there will be a lot of off-site orders, and off-site losses will be relatively high. The category ranking will be relatively high, and the new product ranking will be too fast, which may be spoofed by competitors.

Play 3: Dual Off-site Strategy

In practical operation, we find that if we price too high, the internal conversion rate will be low and the competition will not be enough. If we price too low and adopt more than 50% social promotion for off-site promotion, the loss will be too much.

How to introduce off-site traffic while internal traffic conversion will not be affected by price?

The first phase of the layout strategy: dual account layout, with two accounts launched for the product, one main and one small; the main account mainly focuses on internal traffic, and the small account adopts high price and high discount.

The second phase of the arrangement strategy: For example, the product price is $15, the cost of product + shipping commission is $9, and the gross profit is 40%. The peer price fluctuates between $13-18. In the early stage, the main account and the small account are both priced at $32.99. The first off-site arrangement adopts a 70% discount for the small account. After a certain number of orders, the system will capture the price of $32.99 for the first time. Then the main account will greatly reduce the price to $15.99, while the small account price remains at $32.99, paving the way for the future.

The third continuous promotion strategy: Every time we do off-site promotion, we use the small account. The purpose of doing this is to make it easier for your off-site promotion to be forwarded by the alliance and for customers to make purchases. When customers face a large discount, it will definitely be better than a 50% discount. And our internal traffic will not lose ground during the entire competition process. Our price is not higher than the market price, it is a normal price, and we use various methods for promotion, increasing the entrance of off-site traffic into the original basis.

Currently, it is recommended to use the strategy of dual sites. The top two methods may result in more losses in the early stages, but if you have enough capital, you can also give them a try!

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