Data shows that in the beauty category, the natural traffic priority of top brand search terms has jumped significantly from 17.3% in September to 18.7% in October. This change began after the "Prime Big Deal Days" promotion and continues to ferment. This trend is not limited to the beauty category; top brands in multiple categories have also felt the "favoritism" brought by natural traffic.

Behind this algorithm adjustment lies Amazon's emphasis on brand influence and its "relevance first" strategy. Large brands, with their strong brand effects and reputation, can achieve significant exposure through natural traffic even if they reduce the placement of defensive ads. At the same time, Amazon prefers to leave the most important positions on the search page to the natural results of large brands, rather than allowing small brands to "ride the traffic" through advertising.

For small brands, this change undoubtedly increases the difficulty of entering the market. Top natural traffic is firmly locked by large brands, and small brands need to pay higher advertising costs to stand out in the fierce traffic competition. Therefore, small brands need to adjust their advertising strategies more shrewdly and improve the efficiency of their placements to cope with this change.

Take a niche category I know as an example; it has a unique traffic-attracting artifact that can not only increase store traffic but also reduce negative reviews. That is the ACES (Automotive Parts Classification System) feature, which is a powerful tool for sellers in the North American market. On the AMAZON platform, when consumers purchase car parts, the system will prompt whether the part is suitable for their vehicle model, thereby increasing natural traffic. The convenience brought by precise matching enables sellers to better serve global customers. For sellers engaged in the auto parts industry, this is undoubtedly the strongest tool.

Facing this new situation, how should brand sellers seize the opportunities? First, they need to regularly optimize product performance, ensuring stable keyword rankings and competitive prices. Especially during peak seasons, they should avoid advertising effects dragging down sales. Second, they need to shrewdly adjust their advertising strategies, flexibly adjusting advertising expenditures and placement strategies according to the traffic changes during holidays and special promotional activities. For example, during important periods such as Black Friday and Cyber Monday, they can moderately reduce defensive advertising expenditures and instead increase the placement of broader keywords with greater traffic.

In addition, continuously conducting A/B testing is also an important means to improve operational effectiveness. Starting from product titles, images, and prices, regularly test different schemes and accumulate data to find the best combination to optimize listing conversion rates. At the same time, sellers also need to closely follow Amazon's policies and backend function updates, learn to use new tools and data-driven decision-making, and improve operational strength.

Looking ahead, natural traffic will become the focus of competition for brand sellers. As the holiday peak season approaches, traffic competition will become even more intense. Whether small brands or large sellers, they all need to plan advertising budgets and placement strategies in advance while increasing natural traffic to prepare for the upcoming peak period.

Finally, to maintain a top position in Amazon's search rankings, both traffic and conversion are indispensable. Brand sellers need to focus on refined operations, starting from products, prices, advertising, and other aspects, continuously optimizing and improving user experience. Only in this way can they stand out in the fierce competition and achieve double improvements in sales and brand. Wishing everyone a bumper season and great sales!