A Research On Analysis And Case Study Of Amazon Seller Operation Strategy Based On Consumer Behavior

Since the beginning of the century,e-commerce has entered a stage of rapid development,despite many factors having restricted its further development.For example,compared to earlier days,practitioners and researchers have found that their consumers have contrasting buying psychology and buying behavior.Identifying data and analyzing their behavioral characteristics,as well as understanding their purchasing psychology,and furthermore using it as a basis to formulate the correct marketing strategy has become an urgent problem for e-commerce platform resident sellers to overcome.They have been significant research topics.Combined with the management and operations of the e-commerce business practice,the case of sales for a photo frame business in the home improvement industry on the Amazon e-commerce platform in the United States is taken as a case.Through the general discussion of consumer behavior,that is,the factors that affect consumers’ purchase decisions,such as perceived risks and benefits,under the A9 algorithm such as product pages,prices,pictures,promotions and other factors that affect the product exposure ranking mechanism are combined with the business data content of this research company to find out the main reasons and analyses of the problems encountered by the photo frame merchants to solve problems in operation.The problems of poor product page optimization,poor FBA inventory management,and inadequate promotional methods are needed to achieve an operational optimization plan in accordance with the A9 algorithm;thereby,increasing the order volume of products.The content optimization mainly uses customer reviews to extract and improve customer product quality issues,and at the same time optimizes the product title,picture,and detail page.Platform advertising optimization is mainly utilized to continuously optimize keyword groups to get more customers.Optimized search keywords are engaged to reduce the ACOS value,on the premise of improving the conversion rate of advertisements.The participation in promotional activities is used mainly to participate in large-scale activities on the platform such as "Black Friday" and "Prime Day" to increase product exposure.Finally,logistics optimization can improve capital utilization and save storage costs for enterprises.Through the above operation practice activities,we have obtained the effect comparison chart.The effect chart shows that the product has greatly improved the order conversion rate and sales volume.