How to use Amazon's operational tools? What are they?

Amazon is a relatively well-developed cross-border e-commerce platform. There are actually quite a lot of merchants opening stores here. If you want to open a store here, you must use some tools. So how do you use Amazon's operating tools? The following is an answer for everyone.

How to use Amazon operation tools ?

On October 20, Amazon released upgraded versions of more than a dozen operational tools at the Amazon Accelerate 2022, its annual seller conference held last month. Among them are four upgraded marketing tools, the details of which are as follows:

First, the Customer Engagement tool adds three new audience groups to which you can send emails in "Manage Your Buyer Engagement" - latest buyers, high-spending buyers, and repeat buyers.

Through this tool, brand sellers can proactively reach out to the following four types of customers via email in the seller backend:

“Brand followers” ​​refers to users who follow the brand; “Recent customers” refers to the 20% of customers who were closest to the current transaction time in the past 12 months;

"High spend customers" refers to the 25% of customers with the highest transaction amount in the past 12 months; "Repeat customers" refers to customers who have placed orders with the brand at least twice in the past 12 months.

After the email is sent, sellers can view performance reports, including open rate, click-through rate, emails sent, exit rate, sales and conversion rate.

This tool is available to brand sellers on the US site who are eligible for internal testing. The tool is currently in the testing phase and will be open to all US site sellers for free in early 2023.

Second, Brand Analytics, its two major tools, “All Product Search Performance Report” and “Search Term Performance Report” are now available on all sites around the world.

Among them, the "All Product Search Performance Report" provides sellers with purchase funnel data for all products in the store, including key shopping indicators such as search-related display volume, click volume, shopping cart additions and purchase times.

A new “ASIN View” dashboard has been added to the “Search Term Performance Report”, which displays the search details for each ASIN.

Through these two reports, sellers can use these two tools to analyze buyers’ consumption paths and analyze the ASIN dimension search term details. In addition, the download function of these two reports will be launched soon.

Third, the Manage Your Experiment (MYE) tool has added a new function to automatically publish the winning version after the experiment is completed.

Through the "Manage Experiments" tool, sellers can conduct A/B testing on the A+ product description, product name and main image of brand products. By comparing the two versions of product details displayed to buyers at the same time, they can find the version that is more popular with consumers.

The new feature can automatically publish the version with the winning data performance to the product details page at the end of the experiment, helping sellers to easily and efficiently test more content and publish the winning version in a timely manner, ensuring continuous optimization of product display and conversion efficiency.

Fourth, the A+ page has been upgraded with the addition of a video module, navigation carousel, hot pictures and question-and-answer modules, which provide sellers with clearer and richer product information and tell vivid brand stories with more textured large pictures and video content, as well as question-and-answer mode.

The tool is available to brand sellers on all platforms. The prerequisite for using it is to publish brand stories to all their ASINs and approve more than 15 A+ Content project submissions in the past 12 months.

Well, that’s all about how to use Amazon’s operating tools. Amazon users should know how to operate them. In fact, if you use these tools, you can do a better job of operation.

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