Amazon’s Best Sellers Rank (BSR) is a great indicator of how well your products perform. It’s calculated based on various factors, including the number of sales, customer reviews, and overall engagement. However, the BSR can be quite volatile and difficult to maintain if you don’t stay on top of it. In this blog post, we’ll discuss how to use off-season tactics to stay on top of your BSR and get the most out of your Amazon business.
Introduction to BSR & Seasonal Sales
Amazon’s Best Sellers Rank (BSR) is a great way to measure the success of your products. It is an algorithm-based ranking system that assigns a numerical score to each product based on its sales performance. This score is updated hourly and can be used to gauge the success of each product.
However, the BSR can be quite volatile and difficult to maintain, especially during seasonal sales. During the holiday season, for example, it is common for BSR to increase as more customers are shopping. This can be beneficial for some products, as increased sales will help boost their BSR. However, for other products, it can be a struggle to maintain the same BSR as the competition increases.
1. Take advantage of the increased search demands during off-seasons.
An advantage of advertising in the off-season is that shoppers usually go to Amazon to find products that are not accessible in physical stores. If your budget permits, it is recommended to refine your targeted search terms, set competitive bids, and concentrate your advertising expenditure on bottom-of-funnel keywords, particularly the branded search terms. The off-season can also be an excellent opportunity to target competitor-branded terms and get a jump start.
2. Defense – offense
Spending on defending listings during the lower months is not the most valuable use of spend. In the off-season, sales are lower overall, but people are still shopping around. Overall cost should be lower, making it easier to expose your product to shoppers who may not have been exposed to your brand and are shopping in-market. If they see your products, they will think of you in season. Get your impressions up and brand everywhere.
3. redirect your efforts
Although it is easy to become inactive during the downtime, there are numerous ways to continue working on your off-season Amazon advertising strategy. Don’t become complacent like your competitors; use the off-season to renew your Amazon ads.
3.1 Implement negative keywords
Now is the ideal opportunity to analyze past data related to seasonal search terms, pinpoint terms with a large expenditure with a low return, and delete them from your account. Adding negative keywords to your account will guarantee that your account runs efficiently, is optimized, and ready for the upcoming peak season.
3.2 Leverage different ad types
During the offseason, creating new content for the upcoming season is a great opportunity. This includes ad copy for sponsored brand ads, DSP ads and the accompanying videos. Sponsored brand video ads are widely underutilized, even though video is one of the most compelling ways of advertising! Additionally, you can record and organize Amazon Lives to educate viewers about your product. Acting proactively will ensure that your videos are uploaded and ready when the lead up to the season starts. Furthermore, this organic promotion could enhance the Best Seller Rank (BSR).
Pro Tip: If your product is compared to a competitor product via Amazon Live it will show up on the competitor listing in the image and video section.
4. Build brand awareness year-round
People spreading the word – is one of the most efficient promotion methods. Items that are related to a specific season can be made noticeable even if they appear at the wrong time of the year as long as they are presented in the right way with finesse. Increasing brand recognition raises the amount of branded search terms and can reduce the cost of advertising. The production of seasonal items is not a question of if the season will come, but rather when it will come. Utilize organic and social channels to the best of your abilities so that people will look for your product as soon as the season begins.
5. Keep an eye on your competitors
Make sure to continually monitor your top ten most important keywords, both branded and non-branded. Make it a point to search for them on Amazon regularly. Are any of your competitors on there? If so, who are they, and what products and services do they offer? What makes your product superior to theirs? Use this data to create an effective strategy and then modify and refine it as needed. Remember, the goal is to make a sale, not just get a placement.
6. Discount Lead-up season
Stores start offering Fall related goods the day after Independence Day since buyers tend to remember that and buy those goods once the season arrives. Stores additionally incentivize pre-season customers to buy now, with discounts, while the stock is still plentiful – using this strategy might be advantageous. Just ensure that Amazon’s deal regulations are kept in mind (don’t initiate a deal 60 days before a Lightning Deal – if done so, the second bargain must have a steeper discount than the first). Promotion regulations are only one of the many reasons brand control is necessary through the holidays. Amazon is a smart ad platform, and each time a new advertising campaign is generated, it needs past data to run effectively – particularly in automatic campaigns. It is sensible to allocate a budget for the lead-up season to establish campaign credibility with Amazon. Doing this allows you to obtain and hold placements before your competitors.
Amazon is an intelligent ad platform. Every time a new advertising campaign is created, the campaign requires historical data to run efficiently—especially in automatic campaigns. Budgeting for the lead-up season is wise to build campaign credibility with Amazon. Doing this allows you to gain and own placements before your competitors get there.
With our team of Amazon PPC experts, BellaVix can help you with your advertising needs. Make sure to drop us a message today.
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