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For Amazon sellers, standing out in a highly competitive subcategory is a significant challenge. Effectively utilizing on-site promotions has become key to increasing sales, rankings, and organic traffic.

Below, we'll share how a Health & Household product successfully boosted sales and stabilized organic traffic through three 14-day Woot promotional campaigns.

Case Summary

▲ Product Category: Health & Household
▲Seller Promotion Goal: Increase sales, improve rankings, and gain more conversions from free organic traffic. Product launch successful
▲WOOT Campaign Dates: 14-day WOOT Deal * 3, with a 7-day interval between each campaign
▲Discount Rate: 15% OFF
▲Listing Price: $58.95

Results Summary

Based on the performance data of the WOOT campaign, we conclude:

1. Daily sales increased and then transitioned smoothly. Compared to before the WOOT campaign, daily sales increased by nearly 4 times, rankings further improved, and the main category ranking remained stable within the top 6000; the subcategory ranking entered the top 200.

2. It can be seen that the organic traffic generated by each promotional campaign gradually increased. The blue section shows a significant increase in search traffic for the listing during non-promotional periods.

3. In terms of advertising performance, the conversion rate increased, and the cost decreased. The conversion rate increased from 10.09% to 13.9%. The advertising ACoS decreased from 31.95% to 20.74%.

4. Brand trust also increased, earning Amazon's Choice. The sales and high conversion rates accumulated through the three promotional campaigns resulted in the listing receiving the Amazon's Choice label, providing a boost to subsequent organic traffic and conversions.

Data Presentation

Market Analysis:

►The best-selling product's daily sales are stable at 1100+ units/day, reflecting high consumer demand for this type of product.

►There are only a dozen or so similar products in the subcategory. Although competition exists, it has not yet formed a complete monopoly.

►The number of reviews for the top 100 competitors in the subcategory ranges from 25+ to 17000+. Newly listed products still have a chance to enter the rankings.

►Prices range from $40 to $120, providing flexible pricing options for the product.

Promotion Challenges:

➀In the initial stages, the new product had daily sales of around 30 units/day, needing to overcome challenges such as insufficient organic traffic, limited reviews, and low rankings.

➁How to maintain sales after the campaign to avoid short-term promotional effects.

Data performance of the three campaigns:

WOOT Deal Campaign Analysis

To enter the market, this product designed a Woot-based promotion strategy, gradually boosting sales, rankings, and organic traffic through three 14-day promotional campaigns.

First WOOT Campaign: Boosting Initial Traffic

Campaign Dates: September 12-25, 2024, 14-day campaign, 7-day interval

Pricing Strategy: Original price: $58.95, promotional price: $49.94 (15% discount).

Campaign Goal: Increase product exposure, attract initial purchases, and accumulate reviews and sales data.

Results👍:

➀Daily sales increased from 30 units to 200 units, achieving a high sales peak during the campaign.

➁Rankings improved. Main category ranking increased from 20,000+ to 10,000+; subcategory ranking increased from 1100+ to within the top 500.

Second WOOT Campaign: Leveraging Autumn Promotion and Prime Day Traffic

Campaign Dates: October 3-16, 2024, 14-day campaign, 7-day interval

Special Events: Covered Amazon's autumn promotion "Prime Day" peak traffic.

Optimization Strategy: Increased advertising budget, focusing on high-conversion keywords.

Results👍:

➀On Prime Day, sales exceeded 478 units/day, with average daily sales remaining above 200 units.

➁Rankings improved. Main category ranking entered the top 8000; subcategory ranking improved to within the top 300.

Third WOOT Campaign: Consolidation and Continuation

Campaign Dates: October 24 - November 6, 2024, 14-day campaign, 7-day interval

Strategy Adjustment 👉: Strengthened off-site traffic generation, combined with on-site and off-site traffic generation, and continued optimization of advertising placement to ensure stable sales after the campaign.

Core Highlights of the Successful WOOT Strategy

Multi-round promotional rhythm design

Each campaign lasted 14 days, with a 7-day interval. Continuous traffic introduction and follow-up gradually improved product weight.

Synergistic effect of precise advertising

Increased advertising investment during the promotion period to improve conversion rates and accumulate high-quality reviews. Organic and paid traffic complement each other, forming stable sales support.

Timing and traffic utilization

The second campaign covered "Prime Day," capturing Amazon's peak traffic and laying the foundation for subsequent sales growth.

If it were you, how would you replicate this successful strategy? Welcome everyone to discuss~~