Bald head! Amazon sellers' orders dropped by 70%, and the conversion rate plummeted...

The beginning of the year was a critical hit. The last-mile logistics information in Europe and the United States was delayed in updating, sellers' orders dropped sharply, and the conversion rate fell. Sellers with goods are extremely comfortable at this time. In order to save the declining orders, it is a good idea to work hard on product selection . What are the hot-selling products in 2021? Amazon has given the answer.

Orders fell by 70%, and conversion rate plummeted

In recent days, many sellers have reported that orders have dropped to varying degrees.

Today, a seller said that the order volume has dropped by 70%, which is really sad and there is no way to control this downward trend. Another seller said that the recent order volume makes people want to cry! More sellers have the same experience. Without strong orders, everything is in vain.

A senior seller said that the many skills of Amazon sellers are transformed into sales in front of Amazon. With good sales, traffic support will be greater, and then issues such as ranking and shipment quantity will be relatively easy.

Now many sellers want to ask a soul-searching question: What can save you? My orders.

The reason for the decline in orders for most sellers is that they are out of stock. Some sellers said that how can there be orders if the goods they sent out have not been delivered? One seller's experience: none of the goods sent in January before the New Year have arrived. One of the best-selling products has been out of stock for a month, while another product can still be sold for five days.

When many sellers were out of stock and orders were falling, the sellers who had stock became the big guys. Because there were fewer competitors, orders were rising. In March, a seller posted a message to announce the good news: "There are so many orders, I am too busy to finish them, I am happy and unhappy at the same time."

Some are happy, some are sad! Sellers with bad orders are "going bald"! The conversion rate is also very worrying.

The recent conversion rate has made many sellers worried. One seller said that Amazon advertising has been spending money like water recently, and almost all budgets have been burned, but the conversion rate brought by the advertising is pitifully low. Isn’t it the off-season? How come there are still so many clicks!

Many people have the same feeling about this. The recent advertising conversion is indeed not good. Perhaps it is because during the epidemic, many people stayed at home and browsed Amazon in their spare time. Many people had the intention to click but not to buy. Anyway, they were idle anyway, so they just looked but did not buy!

Another seller directly explained that two new products, with a customer unit price of about 14 US dollars, achieved an average daily sales of 30+ in two weeks , with an acos of nearly 80%, and an advertising conversion rate of only 4% (but the natural conversion rate is about 14%) . It can be said that they lost everything, but at least they pushed it up halfway, and the small category rushed into the top 50. They used advertising to hit it hard, and it was scary !

The seller analyzed that this should be related to the poor traffic in February and the advertising effect was too weak!

Fortunately, the US $190 million stimulus plan has been passed. After receiving the money, Americans have no habit of saving money, and most of them will use it for shopping. At that time, sellers' orders and conversions are expected to see a double increase.

In order to maintain excellent order performance, good product selection is a prerequisite. Sellers can refer to Amazon’s 2021 product selection strategy.

2021 Hot Products Recommendations

Fast-moving consumer goods, home kitchen, etc. are the hot categories this year. Amazon recommends the trend of related hot sub-categories.

1. Personal health

It is estimated that in 2020, sales of personal care, health and beauty products in the United States will reach 528 billion US dollars, and will grow to nearly 600 billion US dollars by 2024; in 2020, this category will account for about 11.1% of the local retail e-commerce market, and will reach 17.6% in 2024, which is suitable for sellers to deepen their roots.

Personal health care includes nutritional health care and home medical auxiliary products. Under the epidemic, consumers have a strong demand for self-testing at home, and the demand for home medical devices has surged. Home testing equipment such as blood oximeters and heart rate monitors have shined. In addition, related equipment for middle-aged and elderly patients has also seen a very obvious increase.

Among them, home medical aids include storage boxes for diabetes devices, heart rate oximeters, heart rate monitoring, varicose vein health care pressure socks, ventilator accessories, walking assistance vehicles, medicine dispensing reminders, muscle stimulators and accessories; nutritional health products include fish oil, whey protein and herbal supplements.

2. Beauty and makeup

Popular subcategories in beauty and cosmetics include electric hair clippers and accessories, barber scissors, plastic hair bands, simple headbands, hair combs, hair spray, styling gel, hair growth products, lipstick storage bags, perfume spray bottles, eyebrow cosmetics, and eye shadow; in addition, skin and eye care categories include facial steamers, body gels and body creams, eye drops, eye massagers and other eye and care products.

Among them, facial steamers and lipstick storage bags are hot sellers in Japan. Among skin care and stress relief products, facial steamers are very popular, and consumers focus on the fineness of the mist particles, evaporation speed, the angle of the mist dispersion, whether there is noise, whether charging is convenient, and appearance; the product price range is 4,000-7,000 yen, and the industrial belts are in Guangzhou, Shenzhen, Shanghai, Jinhua, and Wuhan, with a low entry threshold.

For lipstick storage bags, buyers focus on whether it has a small mirror for easy lipstick application, whether it can hold 2-3 lipsticks, and the texture of the material. The reference price range is 1,500-3,200 yen.

For haircut scissors, consumers focus on the stainless steel material, which is not easy to rust; the sharp edge of the blade, which can cut accurately ; the easy adjustment of the opening angle to meet the tightness and tension of the hand; the lightness and easy to carry. The products are hot-selling in North America, Europe and Japan all year round at a price of US$10-40. Domestic products are sold in Zhangjiagang, Guangzhou and Yangjiang.

3. Home category

In terms of furniture, gaming chairs /office chairs, side tables, bed frames, modular sofas, and low stools are popular; potential consumers pursue convenience and will choose online shopping for large items such as items that are inconvenient to carry, and tend to choose products that are easy to install and maintain. In Japan, if the room is small, they will choose smaller products that save space and are easy to move and store.

Department stores are necessary consumables with a high repurchase rate. Towels, bath towels, slippers, travel storage supplies, clothes drying racks, bathroom shower heads, household cleaning products, and decorative trees are best-sellers. Consumers pursue affordability and are easily attracted by the cost-effectiveness of daily necessities during big sales. They purchase them as spares or even purchase multiple items /sets.

Among the storage items, low-profile TV cabinets, metal shelves, hanger combinations, open shelves, bookcases, kitchen carts and storage trolleys are popular.

4. Kitchen category

Small household appliances such as hair removal devices, curling irons, hair dryers, skin scrapers, hair clippers, and heaters are selling well. Products in offline stores are relatively expensive . People will pursue high-quality and low-priced products, and innovative products are also likely to be favored by consumers.

5. Consumer electronics

Amazon US's top five consumer electronics subcategories are headphones, stands/mounts, smart watches, TV stands, and two-way radios.

The top five sub-categories recommended in Europe are audio and video cables, external power banks, chargers/holders, home contact phones, and radios;

The top five sub-categories recommended on the Japanese site are headphones, mobile power supplies, screen protectors, wireless speakers, and smart watches.

Sellers can refer to the above content when selecting products.

Amazon, orders, conversion rate