Breaking news! A large number of nodes in one category of Amazon disappeared, and sales plummeted

After a week of intense work, sellers are looking forward to relaxing on the weekend, but on Friday night Amazon is acting up again.

All the small nodes under the big categories disappeared, and the sellers were confused

According to seller feedback, all product nodes under the Amazon North America home & kitchen category disappeared overnight on Friday night. This sudden change by Amazon confused sellers who were originally preparing to enjoy their weekend, and they speculated whether there was another bug.

However, many sellers did not take it seriously at first, thinking that it was a computer problem or illegal operation. It was not until they found that the node had not recovered after a night, and many other sellers also reported the same problem, that they became nervous.

Not only that, but when a node is lost, its ranking disappears as well.

Amazon category nodes are also called Browse Trees, which are like the product partitions in a supermarket, such as home appliances, daily necessities, fruits and vegetables, etc. Back to the online shopping platform, there are categories and subcategories. Their role is to make it easier for consumers to find the products they want to buy.

Sellers all know that the sources of product traffic on the Amazon platform are mainly concentrated in two: one is keyword search; the other is classification nodes.

According to Amazon's official data, more than 75% of Amazon customers' purchases come from keyword searches. This means that the remaining nearly 25% of purchases are completed through classification nodes. Although this data is not very large, it is still a big loss for sellers if it is gone, especially now that it is the peak season, sellers are trying their best to make money, but another source of traffic is "cut off", which is a big blow to them.

The impact of this wave of disappearance of classification nodes has already "hit", and one seller said that his order volume has plummeted, while another seller said that although his sales volume has not been significantly affected, the advertising push data is very unsatisfactory.

This is the second time this year that Amazon's classification nodes have had problems. In fact, a bigger node disappearance incident broke out in March this year. At that time, many sellers' product classification nodes suddenly disappeared or were replaced, and various rescue measures failed. In the end, sales and rankings plummeted, and sellers were panicked.

The cause of this incident was that as sellers began to release a large number of new products at the beginning of the year, the problem of non-compliance with classification nodes increased, so Amazon took action to rectify it.

Although this time the seller only reported that the classification nodes of the home and kitchen categories disappeared, there is no guarantee that the same situation will not occur in other categories, so sellers must pay attention.

Nodes are equal to traffic, but be careful not to overdo it

Nodes are linked to traffic. The more nodes there are, the more paths a product will be searched for, and the more traffic will be obtained accordingly, and this traffic is the basis of order volume. Therefore, sellers usually try to add more nodes to their products. But generally speaking, when uploading products on Amazon, only one category (node) can be selected, so sellers will seek help from service providers.

However, the price of adding multiple nodes in the market is usually quite expensive, so if sellers can master the method of adding nodes, they will save a lot of money. The following are several operations that sellers can complete by themselves according to the information compiled by Ennet:

1. Open a Case

It should be noted that you cannot ask the customer service to add several nodes at the same time, but to add them one by one multiple times, with a time interval in between, and of course you cannot ask the same customer service. In addition, this method has a success rate problem. The success rate of links with good sales is often higher, and the success rate of VC sellers is also higher than that of SC sellers.

2. Advertising

Use category nodes to advertise. For example, if the seller wants to add node A, add A to the advertisement. As the number of orders increases, Amazon will automatically add A as the default node.

3. Batch template upload

The premise of this method is to link to the existing order record. The specific operation is to select the node at the same level as the previous node, enter the new node keyword, and select partial update. After the product is ordered, the new node will be added to the product.

4. Multi-node merging

To put it bluntly, this method is to transfer other people's nodes to your own products. Therefore, the seller must first find a link with more nodes to follow, then build a new link that is exactly the same as the other party, and finally open a case for customer service to merge. This method has a higher success rate and is also more suitable for newly listed products.

5. Relisting

You can delete the link and re-list the product with the same ASIN and SKU. Some categories have multiple nodes, so sellers can directly choose the category with multiple nodes to list.

Although one more node means one more traffic entrance, everything is too much. Amazon will severely crack down on malicious addition of nodes, so be careful not to add too many nodes. The safest approach is to stop adding more nodes after the product has more than 2 nodes. In addition, do not choose to add irrelevant categories just because there is little competition, because the more specific and accurate the product classification information is, the higher the chance of being searched by users. If it is an irrelevant product, the exposure and click-through rate will be greatly reduced.

Amazon's front-end and back-end have been repeatedly changed, causing sellers to complain

Since the beginning of this year, Amazon has introduced many new policies in order to optimize consumers' shopping experience and further promote the compliance process. However, many sellers are not happy with these new changes. They believe that these dazzling changes have not played much of a role in the increase in order volume, but have made the competition more intense.

So what changes have taken place in Amazon’s front-end and back-end now?

The changes to the front-end include: 1. Displaying the sales data of the product in the past month; 2. The five-point description is folded and replaced by "About this item"; 3. AI summarizes the comments, product features and common feedback frequently mentioned by users, and displays them directly next to the product details page in the form of a paragraph of text; 4. A one-click video button is launched; 5. A new feature "Consult-a-Friend" (in English) is launched. This feature allows users to view their friends' comments on Amazon products.

Recent backend changes include: 1. Amazon Advertising has added a time-sharing pricing feature, where sellers can choose to increase advertising premiums at any time, and can run ads during selected time periods every day or week, or all day; 2. There are new adjustments to ad positions, and some accounts can now adjust bids for the rest of the search results; 3. Amazon Vine has launched a new pricing structure, starting at 0 yuan, and the new pricing structure is divided into three ranges: $0, $75, and $200.

From the seller's perspective, sellers cannot control the changes in Amazon's front-end and back-end, and can only adapt to them. So instead of complaining, it is better to make the product better and find a breakthrough from it.