Research On Promotion And Drainage Methods And Strategies Of Amazon Sellers

After 2015,in order to seek a broader market,Chinese sellers have chosen to open stores on Amazon platform one after another.Some sellers have successfully gone abroad with this,while others have disappeared quickly.In 2020,Amazon won a large number of Chinese sellers.The reason is that Chinese sellers can't use the promotion drainage correctly in the course of business.Therefore,this paper studies the promotion and drainage methods and strategies of Amazon sellers.This article introduces the promotion and drainage methods from the perspective of the Amazon platform and the Amazon seller,including keywords,reviews,product promotion advertisements,brand promotion advertisements and display advertisements on the site,social media platforms outside the site,independent sites,Deal platform,offline stores,etc.Secondly,through the case analysis of Bushnell,which is representative of the industry,it is concluded that the cross-border e-commerce platform seller Bushnell pays special attention to the selection of keywords and the construction of the comment system on the site,and pays attention to on-site advertisements such as product promotion,brand promotion,and display advertising.usage of.On the social media platform,Bushnell pays more attention to Facebook,starting from the homepage and group,to maintain the existing customer relationship and explore potential customers.It is also positioning the independent station as an opportunity for brand transformation,realizing that its development is long-term and requires continuous follow-up and attention.Furthermore,starting from the buyer of the product,from the perspective of the consumer,through the form of issuing questionnaires to understand consumers' purchasing preferences and the degree of emphasis on promotion and drainage methods,pointing out that consumers' purchasing channels are not limited to Amazon's official website,Indie station,also keen on Amazon retailers,social media,Walmart,etc.When buying on the Amazon platform,it is highly influenced by Amazon's in-house advertising,and it pays special attention to product evaluations.From the perspective of consumers,social media platforms are more of a platform to understand the events they are interested in,rather than a channel for in-depth knowledge of brands and products.Finally,combined with the survey of representative Amazon sellers and consumers,this paper gives the following optimization strategies: in the cross-border e-commerce promotion and drainage,sellers should strengthen the research on Amazon rules,pay attention to the relevance of internal and external drainage,and explore localized and diversified promotion and drainage methods.