New! Amazon front desk changes again

Amazon is testing new content again.

Recently, Amazon has frequently made adjustments to the front desk, involving brands, videos, AI assistants, traffic portals and other aspects, which directly affect the user experience and the daily sales of sellers. For operations, how to effectively use the new adjustments of the platform to improve the exposure and conversion of stores has become the focus.

Amazon's front desk has seen multiple changes, which is good for brand sellers

To maintain the consumer experience, Amazon has been taking frequent actions and constantly updating the front-end functions. There have been many brand-related adjustments. Among them, the most notable one is on the brand logo. Sellers have been reporting that Amazon has also begun to learn from social media to amplify the brand logo, and it has been tested on the mobile terminal.

As long as users click on the brand logo, they can jump directly to the brand store, which is equivalent to the platform opening a new portal for users to enter the store. You know, a prominent and eye-catching logo can not only attract and retain users, but also bring new traffic to the brand. Amazon's move will undoubtedly make many operators focus on this.

Recently, Amazon has made more changes on the brand side. On the mobile browsing page, a new column "Top: Brand" has been added above the original Questions. The editor found that many popular product detail pages, including Anker Innovations and UGREEN, have this logo, but the proportion of mobile and PC versions is different.

The column is mainly measured by three aspects, namely high score, popularity and low return. Specifically, high score means that there are more than 100,000 customers who highly evaluate the brand; popularity means that the brand has more than 100,000 orders in the past three months; low return means that customers usually return the product after purchase.

For excellent brand sellers, this is undoubtedly another powerful weapon for sales conversion.

Earlier data showed that brand word searches for many Chinese Amazon brands increased significantly in the first quarter, including ANRABESS, VEVOR, Levoit, DOKOTOO, Yaheetech, ANKER and other brands. The highest growth rate was 297% for ANRABESS, which belongs to a Yiwu import and export company focusing on women's clothing brands. It is not difficult to see how much Amazon values ​​brands. The platform will provide more support to brand sellers, which also indicates the future direction.

Another significant adjustment to the detail page is that the A+ graphic description that can show product features has been lowered to below the ASIN , product ranking list and video comments. Currently, many electronic categories have begun to try it out. However, on the mobile side, the video is closer to the top of the page, and its status has been significantly improved. The five points of description that were emphasized in the past are not at the forefront on the mobile side, but are occupied by brand, title, video, etc.

Rufus is now available on the US site, replacing the Q&A site

I believe everyone is already familiar with Rufus . As Amazon's new AI shopping assistant, Rufus began small-scale testing in February, and was launched on Amazon's US mobile phone users in July. Now it has been launched on a large scale on US PCs.

In the front menu bar and the lower left corner of the detail page, the original Q&A has been replaced by another version of the Rufus entrance page "Looking for specific info? Ask Rufus". However, many sellers reported that they did not see the change, which is likely to be a test by Amazon.

This AI system, which Amazon has high hopes for , is subverting traditional Amazon search and seller operation techniques.

Rufus ’ questions have been added to the Amazon search keyword list to further guide consumers to conduct more specific searches and help them find the products they want faster. Unlike previous keywords, Rufus will constantly ask key questions that customers cannot think of but will affect their purchasing decisions.

Taking the keyword "Table Lamp" as an example, Rufus will give 5 questions, such as "Can the table lamp be controlled by smart home devices?", "Does the table lamp have adjustable brightness settings?", etc. After clicking on the question, it will also recommend long-tail keywords, such as modern table lamps, traditional table lamps, and industrial table lamps.

It is precisely this kind of AI-based questioning that has overturned the previous model of relying on exposure and conversion rate to deliver precise long-tail keywords. According to sellers, Rufus is more focused on the rationality and typicality of knowledge. For example, the traditional A9 algorithm infers that users buy yoga mats to practice yoga, but Rufus common sense analysis shows that the user's purpose is to improve balance and support, or even to be more comfortable when practicing.

In terms of search ranking rules, Rufus treats new and old products the same, but prefers products with high conversion rates. For products that cannot improve conversion rates, they need to rely on advertising, but traditional advertising keyword placement is different from today, which greatly tests the ability of operations.

Some sellers have deduced how Rufus works, saying that "user-related behavior and popular trends must be one of its working principles, and sellers can pay special attention to it." Regardless of whether it is useful or not, the full launch of Rufus in the future will inevitably bring about a revolution, whether it is the traffic distribution within the site or the promotion strategy of operations.

Amazon adds two new traffic entrances

In addition to the above updates, there are two major adjustments at the end of the search results on the front page.

One is the tail related word recommendation, which is located at the end of the first page of search results. Its main function is to help users find the products they need accurately. This related word recommendation is located at the end of each page of search results. If consumers do not find the target product on the homepage, Amazon will provide consumers with more accurate suggestions through related word recommendations, so as to guide sellers to search again.

For example, if you search for "dresser", related words such as dresser for bedroom, dresser organizer for bedroom, dresser top organizer, etc. will appear. Sellers can place advertisements for keywords with relatively less competition to obtain relatively large traffic, or they can further expand keywords.

The other is about brands, which is still at the bottom of the search results bar. After consumers enter the brand in the search bar, the brand flagship store will be directly displayed at the bottom. Pulling down the search bar to the last grid is an option to jump directly to the Amazon flagship store.

For example, if you search for "Anker" as shown in the picture below , the words "Shop the Anker store" will appear, and you can jump directly. The impact on brand exposure and conversion rate is self-evident. Amazon officials also claim that this change can increase purchase conversion rate by 33%.

Obviously, this adjustment to the search results page has put forward higher requirements for operations, which also means that the brand name and flagship store must be conspicuous enough and have their own characteristics and memorable points to attract more users and traffic. In the future, if sellers want to obtain more traffic, they will also need to adjust their operation strategies according to changes in the platform.

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