Many sellers have such doubts. For a new product, one or two orders are issued every day, but they can’t get up, why don’t they continue to push? Although the sales volume of the old products in the store is good, it feels that they have reached a bottleneck. Do we need to spend energy on the main promotion, or should we find new main promotion products?
Simple, two reports to download: Available Items Report (or All Items Report) and Business Report
Available item report: Data Report > Inventory Report > Download Available Item Report or All Item Report, required indicator: Open Date.
Then find the open-date
Subtract the open date from today’s date to get the selling time (days) of each product.
Data Report > Report Business Report > Download Details page sales and traffic (by sub-products), required indicator: Ordered Product Sales ( total number of ordered products )
Suppose your store has four ASINs of ABCD, then we can organize the above two data into a table.
and calculate their average.
Based on this average, we can divide the matrix diagram of four quadrants.
Above average sales, we divide into upstart ASINs (below average days) and main ASINs (above average days)
Below average sales, we divide into potential ASINs (below average days) and long tail ASINs (above average days)
OK, so we can answer the opening question. If your new product is in the potential or upstart quadrant, you can still continue to push it. However, If your old product is still in the upstart or main force quadrant, you can continue to focus on it. If it is in the long-tail quadrant, it can be considered at the end of the life cycle or reactivated.
In addition, there are several data worth noting:
After 12 months of Chinese sellers using Sponsored Products, upstart and anchor ASINs accounted for 37% of all advertised ASINs, but contributed 79% of ad sales (Source: 1) Amazon Research, North America, China Hardlines Advertisers 2019)
After 12 months of using Sponsored Products for Chinese sellers, the advertising ROI of upstart and anchor ASINs is 24% and 26% higher than potential and long-tail ASINs, respectively (Source: 1) Amazon Research, North America, 2019 Chinese hardlines advertisers)
After 12 months of using Sponsored Products, Chinese sellers still have an average of 54% of upstart ASINs and 47% of main ASINs without advertising (Source: 1) Amazon Research, North America, 2019 Chinese hardlines advertisers)
In other words, finding “upstarts and main force” ASINs and fully exploring their potential can further increase your sales.
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The above is the way to analyze whether the product is worth continuing to promote through the “ASIN classification matrix”.
Of course, the above is just an analysis from the data level, and you have to combine your company’s specific situation or future strategic goals to decide whether this ASIN is worth continuing to focus on.