Big news! Amazon launches new features

Recently, sellers have discovered new changes on Amazon’s front desk. A new “Add to cart” button has been added to the search results page for multiple categories, allowing consumers to add items to cart directly, shortening the shopping process. Sellers analyzed that in the intuitive comparison of multiple products on the search page, products without price advantages will lose orders; at the same time, the main image and title are more important, and the importance of the product details page has declined, and many previous operating strategies will be overturned.

Amazon launches new feature, allowing users to add items to cart directly from the search page

In some categories of Amazon, a striking "Add to cart" button has been added to the products on the search results page. Buyers can click the button to directly add one or more items to the shopping cart. At the same time, a one-click removal button "Remove" will be displayed under the added items. Click it to remove the item from the shopping cart.

Currently, this add to cart button has appeared in categories such as 3C electronics, home furnishings, maternal and child care, and outdoor. Most of the products in the search results have the "Add to cart" label, and only a few products do not display it. However, the sponsored advertising products in the search results page do not display this button.

Amazon's move allows buyers to add products of interest to the shopping cart without opening the product details page, greatly shortening the purchase process and greatly helping to promote transactions. Before promoting the "Add to cart" feature on the search page, Amazon conducted some tests. When a seller discovered this feature, he called it "a surprise from Amazon":

“Sellers who have been neglecting details like click-through rates and main images, take heart, the game has just begun. Remember the good old days when the search engine results page ( SERP) was just a window shopping aisle? Those days are gone. Now, with a simple ‘ Add to cart ’ button, Amazon has transformed the search results page into a fast checkout lane. Buyers can now impulsively add products to their carts without even glancing at your carefully crafted product page. Who needs detailed descriptions and extra images ? ”

However, faster shopping channels also mean escalating competition. The seller analyzed that the impact of the new function will be mainly reflected in the following aspects:

1. The first impression is crucial. If you think the first impression of a product is just a small detail, think again. The title, picture and price of the next product are no longer just the opening performance, they are the whole performance and should be taken seriously.

2. Is the price right? With the new "Add to cart" button, sellers can see the price of their products at a glance and will be judged and compared by buyers at any time. If the price is not competitive, the product may just be swept away by buyers.

3. More intense competition on search pages. The competition for the top positions on search results pages is already fierce, and now it has intensified further. If your product is not on the first page, can it still sell well?

4. The importance of product details page has declined. The seller spent hours creating a beautiful product details page, but the buyer may not even open it. With the option of adding to cart directly, customers can make a purchase decision without viewing more additional information, especially for regular products.

When buyers add items to their shopping carts through the search page, the main factors they refer to are the product's main image, title, comments, price, and historical sales. Next, the importance of product images, titles, and prices will become more prominent. When prices are similar, products with high star ratings, many comments, and recent high sales will have greater advantages. It can be foreseen that this adjustment will benefit leading and old products, while the competitiveness of new products may be weakened, which will be more obvious in standard products with less differentiation.

How to deal with it? Sellers can start from the following aspects:

1. Optimize listings. Suddenly, the quality of the product main picture and the eye-catchingness of the title are more important than ever before. Sellers can improve their performance in these two aspects.

2. Price adjustment. The intuitive price comparison on the search page will amplify buyers' feelings about prices, and some sellers will lower their prices to win orders. This price limit game may give rise to a new round of price wars.

3. Accumulate reviews and ratings. Although buyers may not open the detail page to view specific reviews, the number of reviews and ratings on the search page will still affect their order decisions. Sellers should accelerate the accumulation of reviews.

4. Increase search page optimization or advertising. With the creation of new channels for adding to cart, it is more important for products to appear on the homepage or front row of the search page. Sellers must either work hard to optimize their products to be at the top of the category, or increase their budget to appear in advertising positions, otherwise they will be passive in sales.

In addition, the traditional click-through rate may be outdated, and the shopping cart addition rate and conversion rate may become new indicators and become new beacons in the Amazon jungle. Sellers lamented: "Amazon's new 'Add to cart' on the search results page will subvert everything."

Some sellers also believe that the newly added add-to-cart button will increase the add-to-cart rate and click-through rate, but if the conversion effect cannot be improved at the same time, it will lower the product weight. Sellers can pay attention to the sales data trend of products after the add-to-cart shortcut key appears to adjust to this change.

Amazon's new price discounts are online, sellers experience it for the first time

This week, Amazon also launched a promotional tool - new price discounts.

Amazon introduced that sellers can use this tool to offer discounted prices on a limited number of products to help sell inventory and increase sales for up to 30 days. Through the price discount dashboard, sellers can use performance indicators such as sales revenue, sales volume, page views, conversion rate, and sales pass rate to analyze how discounted prices affect customer demand.

When sellers implement a price discount, the reduced price may appear as a strikethrough reference price in search and on product detail pages to highlight the potential savings customers will experience during the price discount. This tool can help increase sales and reduce excess inventory during a specific time period for seasonal products, perishable goods, or redundant products.

When using this promotion tool, sellers can perform various operations, such as selecting Amazon stores that offer discounted prices and running price discounts globally; setting a limit on the number of days before the discounted price returns to the normal price, as well as a limit on the number of discounted units; and gaining insight into global performance through the option to view performance by region, Amazon store, and ASIN.

However, some sellers have raised questions. In addition to the dashboard, 30-day limit, setting unit limits and analysis, what is the actual difference between price discounts and sales prices? How is the price discount displayed differently from the sales price?

At present, some sellers have tried this function. One seller said that he set a new price discount yesterday and it took effect today. The discount is displayed by a line, which is different from the outlet and LD and BD display, but the sales volume has not increased significantly, and it seems that it has little effect. Have you used it?