How to calculate Amazon exposure rate? What are the influencing factors?

As a cross-border e-commerce platform, Amazon is very popular among merchants and consumers, and there are many merchants opening stores here. Today, I will introduce how to calculate Amazon's exposure rate. Merchants in need can learn about it. What is the specific calculation method?

How to calculate Amazon exposure rate?

Month-on-month exposure rate = (new exposure - last exposure) / last exposure * 100%

What are the influencing factors?

Product selection: For example, during the epidemic, "sensor faucets" are much better selling than ordinary faucets;

Natural traffic: Keywords, titles, and prices are the key. For the search results page on the homepage, there are natural search positions for most keywords. The exposure of the natural ranking position is directly related to the position of the natural ranking. That is, if your product is naturally ranked high, the exposure will naturally be very high. The title and price influence the order. Of course, there are other influencing factors (click-through rate, sales, product price, number of reviews, product ratings, bestseller logo, etc.); there is also category node traffic. Some people like to use keywords to directly reach the target product, and a few people like to find their target product step by step through the category tree. However, people are more or less lazy in their bones. The keyword search box can make shopping simple and fast, so only a small part of consumers use the category tree to make purchases.

Related traffic: 1 Frequently Bought Together (buy together) The definition of this association is actually very easy to understand. It means that a customer bought your product and another product at the same time. After many repetitions, the Amazon A9 algorithm determines that the two listings have a strong association, so these related listings will appear under the Frequently Bought Together item on the detail pages of these listings. Sponsored products related to this item This is a paid source of related traffic, that is, product recommendations that are related to the listing you browsed and have ads placed. Through our many advertising experiments, this advertising mainly refers to automatic advertising. There are many locations for automatic advertising. There are locations for automatic advertising on the keyword search results page and the listing details page. This Sponsored products related to this item is a location source for automatic advertising. This also explains why there is often a row of Asin codes in the search terms column of your automatic advertising report. This is because the customer originally entered listing-A, and then entered listing-B through the associated location of listing-A's details page and made a purchase. In this case, the Asin code of product A will appear under the search terms column of the automatic advertising report of product B to record the customer's path to product B.

In-site advertising: keyword bidding ranking. Although big advertising is important, the iron must be strong before it can be forged. The listing optimization must be in place. The product title, five points, product description, A+ page, etc. must be optimized in place, so that when customers browse your listing, they can dispel all doubts in their minds and finally determine that this product is the product I need, and then make a purchase. Only such a listing is a qualified listing. There are also the number and ratings of product reviews. This factor not only affects the click-through rate, but also the conversion rate. According to Amazon's official report, more than 76% of customers will browse the review records of the listing before placing an order to determine whether the product has a good reputation and function. Therefore, for products with low review quantity and quality, if you want to improve the conversion rate, you must also optimize your reviews. The most important thing is to make sure that your product quality is high. This is the most important factor in improving the conversion rate, and it can be said to be the first factor.

As an Amazon merchant, it is necessary to understand how Amazon’s exposure rate is calculated. Only in this way can merchants better understand the operation of their own stores. I hope the above content will be helpful to you.

Recommended reading:

What does Amazon sell on its cross-border e-commerce platform? How to choose products?

How to create Amazon keywords? What are the points to follow?

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