#Replay – In primul rand, … by sergiu

In primul rand, e important de stiut ca BSR (Best Sellers Rank) e foarte „instabil”, se schimba de mai multe ori pe zi in functie de dinamica intregii categorii, nu doar in functie de vanzarile produsului.

Cineva pe un grup de Facebook (international) a scris urmatorul lucru, foarte util:

AMAZON’S BSR EXPLAINED: STOP USING IT THE WRONG WAY!

On the surface, the concept of BSR seems simple and obvious. But, if you dig a little deeper you’ll find that there’s a lot more to it. In this post, I answer some common questions about BSR and help to dismiss some misconceptions that exist about it in the Amazon Seller community.

WHAT IS BSR?

BSR stands for “Best Sellers Rank” (often mistakenly referred to as „Best Seller Rank”, without the „s”) and is a metric published by Amazon indicating a product’s popularity compared to other products in the same category. A product with a BSR of 1 is the “best seller” in that category, so the smaller the number, the better the rank.

HOW DO I FIND A PRODUCT’S BSR?

When you click through to a product’s detail page on Amazon, scroll down and you’ll find the “Best Sellers Rank” in the “Product Information” section. In fact, you’ll probably find more than one BSR being reported there. That’s because BSR relates to a specific category and one product often ranks in several categories, or sub-categories, at the same time. For example, in the image below, this product is currently ranked number 122 in the Kitchen & Dining top-level category and is the “Best Seller” (ranked number 1) in the Spatulas sub-category.

HOW IS BSR CALCULATED?

Ah yes – this is where it starts to get complicated. First of all, nobody knows except some really smart people behind the scenes at Amazon and they really don’t want to tell us. But, the seller community has some really smart people in it too, so here’s what (we think) we know about BSR…

  • It indicates how one product sells relative to all other products in that same category
  • It doesn’t determine keyword ranking – no, that’s not a typo – details later
  • Recent sales have the biggest impact on BSR, but less recent sales still count.
  • It’s based on the number of orders, not the number of units sold.
  • It’s re-calculated behind the scenes at least every hour, 24 hours a day.
  • It’s not published every hour, but the reported BSR changes several times a day

DOES BSR DETERMINE KEYWORD RANKING?

No, it doesn’t. At least not the BSR you can see. This is a common misunderstanding. Now, granted, this is just a theory because Amazon doesn’t tell us what’s really happening, but just do a search for any keyword on Amazon and you’ll see that products are not ranked for a particular keyword in order of BSR rank. This is because the BSR that Amazon shows us is the BSR for the category. The keyword ranking, however, appears to be based on a range of factors including the quality of traffic searching for a particular keyword. The BSR of the category is not a significant factor, if at all.

WHY DID MY BSR GET WORSE WHEN MY SALES IMPROVED?

It’s not you, it’s me. Actually, it’s them. Since BSR is comparing you to all other products in the category, your BSR can get worse even when you are doing better, simply because other products in the category improved their results more than you. Imagine you’re in a car race, coming second. You speed up and overtake the guy in front, but as you round the last bend, two other cars come from nowhere and overtake you just before the finish line. You were in second place, you increased your velocity and overtook the car in front, but you ended up being passed by two people that were behind you, which caused you to drop back to the third place because the cars that overtook you improved to a higher velocity than you did. That’s how BSR works. Your product’s rank is not just dependent on what you do. It also depends on what the other products are doing.

BSR IS ALWAYS CHANGING BECAUSE AMAZON IS ALWAYS GROWING

Amazon is constantly growing and so a BSR that might relate to 100 sales a day today, is not going to be the same a year from now when more customers and products are available. What this means is that 4 years ago a product with a BSR of 300 in a category where this got 100 sales a day, will find that today if they are still at a BSR of 300, they are probably getting double the amount of sales (if not more). It also means that a BSR of 600 or 700 today, is getting the sales volume that BSR 300 got a few years ago.

CAN I USE BSR TO PREDICT SALES?

Yes, but don’t expect it to be accurate. There are lots of software tools on the market designed to predict sales for a particular product. Most of them use BSR rankings to some degree as a way of determining relative sales volumes. The problem is that because BSR fluctuates so much, these tools are usually not very accurate. BSR is still useful, and it’s the best publicly available metric we have to predict demand for a particular product. Just be aware that it’s a bit of blunt tool, and any sales predictions should be taken with a grain of salt.

FOCUS ON SALES AND PROFITS, NOT BSR

If your goal is to make one million dollars revenue this year, and your products average $30, then your focus should be on getting your sales to 644 units a week or 92 units a day. ($30 x 92 units X 365 days a year = $1,007,400.00). Focusing on a BSR number will not get you that because the BSR fluctuates, but the number of sales you need to hit a goal does not. BSR does not pay your bills, cash flow does, and cash flow comes from sales, profit margin and inventory management. If you would like to learn how to improve your cash flow, let me know in the comments below and I’ll make a future post about it.

SO, SHOULD I JUST IGNORE BSR?

No. One thing I do recommend you use BSR for is to help you not freak out and panic during a slow sales day. For example, the start of summer break, July 4th or its just a beautiful sunny day across the USA… sales for that day will be quiet on Amazon.com across the board. By watching your BSR, you can get a baseline to understand if it is just your product or the market itself. So if you know your product averages a 3000 BSR and tomorrow your sales suck, but your BSR stays around 3000, then it is a slow day on Amazon. If however, your sales suck and suddenly your BSR drops to 8000, well then, you may have a problem. BSR can keep your sanity in check following this little tip 🙂

Sursa: https://www.facebook.com/groups/amazingsellerupdates/permalink/233128843863554/

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3 Comments

  1. Salut, Sergiu!
    Am observat ca sunt diferente in modul in care JungleScout si Amazon grupeaza produsele in categorii mari, de ex. Amazon > Beauty&Personal Care vs JungleScout > Beauty si separat Health&Personal Care. Daca mergem pe acest exemplu si gasesc un produs in Amazon in categoria Beauty&Personal Care, in ce categorie ar trebui sa-l caut in JungleScout?
    Multumesc mult,
    Florin

  2. @Dragomir Florin…
    Eu zic sa nu cauti deloc acolo ca iti trebuiesc autorizatii speciale.. prea multa bataie de cap.