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Yev is sharing on data science and a perspective on how Amazon’s algorithm is spotting artificial spikes and measuring them against ‘real spikes’ and against other similar accounts for a relative measure to assess signals and patterns that may be driving this pattern of suspensions.
- Doing lots of maths and statistics
- Approaching everything with this background
- Work on ZonTracker
ZonTracker
- Is to help with more data on external traffic
- Shows Amazon sales coming from Facebook ads and direct link to Facebook ad manager
- Automated and able to pull Amazon data in Facebook to do re-targeting or build lookalikes
- Integrating Facebook with Amazon
The Hypothesis
- A combination with recent chatter and breaking news
- Maybe people are making more out of it than there is
- Seeing the data from 2 different ways
- Talking with hundreds of Amazon sellers and Facebook advertisers and seeing the data
- Having a data-driven perspective and how what the data tells us
- Amazon can switch the algorithm but data is always the same
Account suspensions
- Relationship between discounted giveaways
- Link with using specific URLs
- Never known an account be suspended exclusively based on one a promotion or any type of URL
- No absolute proof of this
- How Amazon sees the data
- Different factors that Amazon looks at on data science
- This has to be an automated match
- Amazon knows using a prediction model
- They can tell what a new account will ‘look like’ and a newer account has less products than older accounts
- This is one of the factors that is correlated with other factors
- Newer accounts compared to older accounts data breakdown
Old School Marketers
- They don’t try and game the algorithm coming in
- These are grandfathered in accounts
- They just have popularity maybe off-Amazon and they are not tech savvy but have lots of searches and velocity
- They are getting the right factors because of their popularity not because they are gaming the algorithm
- Very different signals being given to Amazon in the data spikes coming in
Artificial Spikes
- When a brand generates an off-Amazon traffic spike through publicity in the real world
- This spike will generate with it secondary spikes as newspapers and other media pickup on the publicity, these filter through to Amazon
- Typically Amazon Sellers produce a different kind of ‘Artificial Spike’ with our tactics to draw in traffic and Amazon’s algorithms can spot this
- From a data perspective it makes sense that Amazon sees variability in the spikes
Relative to other Accounts
- Assume you are running your account and all of your sales come from a discount code and that’s a signal to Amazon
- If you’re bringing in new products every couple of months and the same artificial spikes then that might be a flag to Amazon
- How is that data relative to similar accounts – this is a comparison that Amazon might be using
Data Points Triggers
- Amount of sales on a day – unusual activity
- Organic Sales and sales bought through a coupon code
- Age of the account co-correlated with a bunch of other factors
- Diversity of the traffic – variability is different is the data science view
- 2-3 year old account with a 300-500 spike of sales from a one type of traffic
- Might have got lucky on a tv show and shows a same spike of activity
- But the effects are different as it’s not just one type of discount code bringing it in
- The amount of variability will send signals to the Amazon algorithm from a diversified account from a non-diversified
Diversification of Traffic
- Diversification of the traffic is one key factor that impacts across a bunch of the other factors across your account
- Sales Reviews is a very direct factor
- Taking one of these factors and splitting the atom on it with a data science perspective
- This would explain how some activities on one account will not trigger a suspension but will on another account
- A 3 year old account might be different to a one year account
- How can you diversify within a promotion – just flex
Funnels Diversification
- There are so many different funnels going on with some brands across pinterest, facebook ,etc
- They are diversifying it within a single campaign – a survey, a chatbot, ads – many ways to bring in consumers across different URLs
- Amazon will think it’s a real publicity spike as it is diversified and coming from all over within their ad campaigns
How to Diversify your Traffic
- When running your ad you have to keep optimising it
- Maybe 20-30 ads and narrow down to the top 3 and optimise those
- WOuld have said focus in on a certain area but that is the opposite of diversification
- If you are testing a Messenger Bot or a Landing Page – have another form in the other type as well
- Get it up and running just to drive the diversity
- Use 3rd Party people talking about you, a blog or influencer on another website can help
- Small bloggers on their own site will review your product and post
- Simple set of diversifying the funnel you’re running
