Why Some ASINs Have High Sales but Low Traffic Keywords

2024-05-06| Guide|views(281)|Comments(0)

Reverse ASIN is a tool used to query the core traffic keywords of an ASIN, which are the keywords that bring exposure to the ASIN.

It's important to note that exposure here refers to the exposure obtained through searching keywords on the Amazon front end.
For example, when I enter the keyword "shower head" in the search box on the Amazon front end...


The products that appear on the search results page mean that the keyword "shower head" is the keyword that brings exposure to these products.


Generally, when a reverse lookup of an ASIN cannot find keywords, it can be due to several reasons:
1. It must use a child ASIN, meaning that the ASIN can be directly searched for the product in the Amazon search box, but the parent ASIN does not have a listing.
2. The ASIN is a newly launched product in the last 1-3 months, and there is no search traffic in the initial stage of listing. It requires some traffic and exposure queries to get results.
3. The product is a seasonal product or a product with significant keyword ranking fluctuations (such as jewelry or clothing). When we update data, the ASIN may not have performed well yet.
If some ASINs with high sales have very few or even no results in keyword reverse lookup, it needs to be analyzed from the source.
Sales = Traffic (clicks) * Conversion Rate = Exposure * Click-through Rate * Conversion Rate. In other words, to achieve high sales, besides exposure, there also need to be clicks and conversions.
The keyword reverse lookup calculated by SellerSpirit provides the keywords (search terms) with the most exposure. However, the keywords that bring the most exposure may not necessarily be the keywords with the most clicks (click-through terms) or the keywords that result in the most purchases (purchase terms).
For example, a buyer sees one of the child products, A (Color: Green), of a backpack on the Amazon front end through the keyword "backpack"...


By clicking on A, they enter the product's listing details page, but they end up ordering another child product, B (Color: Black)...


Or they buy another related product, C, from that details page...


So, even if B and C have high sales, their exposure may not necessarily come from the keyword "backpack," so "backpack" may not be the traffic keyword for these two products.
Therefore, for multi-variant products, when a large amount of traffic comes from individual ASINs, the other child products are just benefiting from that exposure.
Additionally, besides search traffic, there are also other sources of traffic within and outside of Amazon's site.
For example, Amazon's Holiday Dash page...


BSR bestseller list...


Social networking sites like Facebook...


If buyers browse these pages and choose products for purchase without using keywords, then the traffic source of the product is not related to search keywords.

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