Analysis Of Amazon's Promotion On Store Sales And Optimization Strategy Research

Today,with the globalization of the economy,cross-border e-commerce,as China's emerging rapidly developing industry,more and more traditional enterprises and entrepreneurs in China have joined the Amazon cross-border e-commerce platform for B2 C cross-border export trade.The Amazon seller's ability to operate stores continues to mature.As the number of Amazon sellers continues to increase,relying solely on massive shelves of products is no longer sufficient to support the generation of orders and store operations.How to maximize the flow of the Amazon platform to facilitate order conversion and become Amazon Sellers are looming for problems to be solved.In view of this,the current situation and problems of the cross-border e-commerce Amazon platform are analyzed.It is found that with the introduction of various favorable policies of the country,new sellers have entered the Amazon platform,resulting in fierce competition.Moreover,due to the limited distribution of Amazon traffic to various sellers,the profit situation is not optimistic.It is difficult to open the market to obtain traffic and further promote purchases without taking promotional measures;in the analysis of the current Amazon advertising promotion process,many problems have been found,and the selection of products is not accurate;the form of advertising Improper combination;advertising data monitoring is not timely;therefore,it is particularly important to optimize the promotion strategy on Amazon.This article focuses on the basic problem of "how to promote in the customs station to increase Amazon store sales",using the Amazon platform as a research object,in-depth analysis of keywords,exposure click rate,click conversion rate,advertising input-output ratio and other advertising indicators on the site The impact of the promotion effect,by sorting out the optimization sequence and rhythm of the advertisements in the station,put forward a rational strategy for optimizing the promotion in the station by adjusting bidding and monitoring data,etc.,and providing a theoretical reference for promoting store sales.On the basis of the above analysis,considering that Amazon's advertising performance will be affected by the ability and form of advertising,we choose the BCC model and the Malmquist index model with variable scale returns to analyze and evaluate the performance of advertising operations on Amazon.Therefore,it is proposed to optimize the promotion strategy on Amazon: reasonable selection of products through market research;enhanced monitoring of promotion data;timely adjustment of advertising budget and bidding;adjustment of advertising optimization order and rhythm.In the end,it provides a reference for more and more Amazon sellers,improves the seller's store operation ability,clarifies the promotion ideas and optimization strategies,thereby promoting store sales,improving the Amazon platform seller retention rate,and thus promoting the further development of the entire cross-border e-commerce industry.