Introduction
In today's competitive e-commerce market, Amazon, as one of the world's largest e-commerce platforms, provides a variety of promotional tools to help sellers attract customers and increase sales. From flash sales to exclusive offers, each kind of promotion has its own unique charm and effect. So what are the specific features of these promotions? This article will delve into several of Amazon's main promotions. — Deal activities, coupons and Prime exclusive discounts, and introduce their characteristics, conditions and precautions in detail, to provide practical advice for POD clothing sellers.
Amazon Promotion Strategy Overview: How to choose the best plan for you?
Before getting into specifics, it is important to understand the differences between the different promotional methods and the situations in which they can be used. Different product types, sales goals, and budget constraints can affect your final choice. By combining these factors, you can develop a more efficient and targeted promotion plan.
What are Amazon's promotions?
Deal event introduction
Deal campaign is one of the most popular forms of promotion on Amazon and consists of three main types: Town Store Treasures (DOTD), Second Kill (LD) and 7-day Deal. This kind of activity can usually greatly increase the exposure and sales of products in a short time.
- DOTD
- Features: all-day display, located in a prominent position on the home page.
- Conditions: need to have a high evaluation score, sufficient inventory, etc.
- Effect: Greatly increase traffic and conversion rate.
- Note: need to prepare sufficient inventory in advance; Audit standards are more stringent.
- Fee: Participation is free, but other associated costs such as storage fees may be involved.
The activity has the best effect, the highest requirements, and the largest flow, but it needs to be invited, the seller can not take the initiative to sign up, usually, to do explosive products have the opportunity to participate in it.
- LD
- Features: Quick promotion in a short period of time, generally lasting 4-6 hours.
- Condition: At least 85% new product rating; The sale price must be below the lowest price in the past 30 days.
- Effect: rapidly increase sales in the short term.
- Precautions: Ensure timely logistics delivery; Set prices appropriately to attract buyers.
- Fee: A certain fee will be charged according to the time period.
Under normal circumstances, it requires more than 3 stars and more than 5 evaluations (except for the United States station), because the time is short, the conversion rate is good, the requirements are relatively high, you can quickly accumulate sales, suitable for the promotion of new products, you can speed up the increase in basic sales of new products, and it is one of the important steps to promote new products.
- 7-day Deal
- Features: One week long promotion.
- Conditions: Lower requirements, suitable for more sellers to participate.
- Effect: helps to stabilize sales growth.
- Note: Maintain good customer experience; Monitor competitor dynamics.
- Fee: is also charged based on the selected session.
Under normal circumstances, it requires more than 3 stars and more than 5 evaluations (except for the United States station), the duration is longer, suitable for less urgent goods, at the same time, the effect is more dispersed, suitable for greater exposure of products with a certain amount of sales accumulation, attracting more traffic into the store.
Function of Coupon
- Features: Issue discount codes directly to consumers to promote purchase intentions.
- Effect: enhances user stickiness and improves re-purchase rate.
- Note: set a reasonable validity period and use threshold.
- Fee: A small handling fee is deducted per use.
Coupon is a relatively important means of promotion for Amazon, the requirements are very low, only need to have a sales history, you can apply for use, and set a discount for goods, consumers can directly use at the checkout. The coupons are displayed on the product page, which is very attractive to Amazon consumers, especially during holidays or big sales, and they are more willing to pay for the products with coupons.
Is Prime Exclusive discount enabled?
- Features: A special offer for Prime members only.
- Effect: Attract more high-quality buyers.
- Suitable discount: recommended not less than 10%-20%, the general requirement is 95% discount (France station can be set at 98% discount).
- Precautions: to ensure the quality of service; Adjust your strategy regularly.
- Cost: No additional cost, but will affect profit margins.
Discounts designed specifically for Prime members help sellers reach Amazon's core consumer base. — Prime members, these members are Amazon's main consumer groups, the appropriate discount, will make your conversion rate become higher.
Do I need to pay for in-site promotion when participating in promotional activities?
Importance of advertising on the site
- During participation in any type of promotion, the combination of Amazon's internal advertising system (such as Sponsored Products, Sponsored Brands, etc.) can further amplify the publicity effect.
- Why pay for promotion? Improve product visibility, stand out from many competitive products.
- Could it be better? Appropriate investment often leads to better returns, especially for new launches or seasonal goods.
Effect of advertising during promotional activities
Data from Amazon research shows that when sellers run ads along with promotions, sales can be greatly increased.
When promotional ads are placed on items that are being promoted (including coupons/seconds / 7-day promotions /Prime Exclusive discounts), sales of items significantly increase by 65% and closed orders increase by 74%.
When product promotion ads were placed on products that were using coupons, product sales significantly increased by 66% and closed orders increased by 76%.
Promotion Suggestions for clothing category
- Use visual marketing: high-quality pictures + videos to highlight style features.
- Flexible use of social media: Combined with external platforms to expand influence.
- Pay attention to the trend: keep up with the fashion vane, timely launch new styles.
- Strengthen customer service: Provide quality after-sales support, establish a good reputation.
As a category with more elements, any difference in design, fabric, material, style, color and pattern will lead to differences in the effect of the product, which is the most suitable commodity for differentiation. However, due to the short sales life cycle, more sizes and different standards, the return rate is often high, and the sales cycle is quite limited. The risk is high.
Therefore, we need more accurate model measurement, as well as more experience and feedback, and whether it is high-quality pictures or videos, not only can show more details and quality of our products, but also can get feedback from consumers more quickly, so as to determine the main push style in a short time. In order to speed up this step, or collect more feedback data more accurately, So adding testing channels, such as social media, is very important.
Conclusion
By carefully planning and executing effective promotional strategies, we POD clothing sellers can gain significant growth opportunities on the Amazon platform. But no matter which type of promotion you choose, the key is to understand your business needs and make the best decision accordingly. Of course, under normal circumstances, we must be on the activities, such traffic costs compared to paid advertising, to be relatively low, at the same time do not ignore the overall marketing layout of the combination of both inside and outside the station, in order to maximize the value of each promotional activity, accumulate more sales and feedback, but be sure to pay attention to ensure a certain profit, Is the most important thing.
FAQ
1. Q: What are the basic requirements for participating in the Deal?
- A: Good product reviews, adequate stock and compliance with specific price criteria.
2. Q: How much do coupons help boost sales?
- A: The correct use of coupons can effectively stimulate the desire to consume, especially in holidays or special periods.
3. Q: What should I pay attention to before launching the Prime exclusive discount?
- A: Ensure that there is sufficient profit margin to support discounts and maintain consistent service quality.
4. Q: Why do you need to advertise even if you participate in the promotion?
- A: Advertising can help your product be discovered faster by potential customers, can greatly increase the growth of sales dollars, and make the effect better, especially in the competitive category is more important.
5. Q: What are the special promotion techniques for clothing products on Amazon?
- A: In addition to conventional promotional means, you can also attract the target audience through models, story-based marketing and other ways.
