Amazon differs from other online shopping platforms in its strict seller regulations, including account settings, product titles and pictures, logistics and transportation. Therefore, if you do not understand the rules of the game for Amazon’s launch, you can easily suffer Waterloo on this world-renowned e-commerce platform, and even bring negative effects to the brand. The sellers should not be cautious because the sales declined, and the products were taken down by Amazon.
Marketing Skull will start from five different perspectives to illustrate the mistakes sellers often make on Amazon:
- Account setting and management
- Commodity management
- Logistics transportation
- customer service
- Feedback mechanism
1. Account Setting and Management
- Register more than one account
- Repeat with other seller’s settings
- Choose the wrong seller category
- Operate on Amazon in the same way as other platforms
- Direct consumers to other shopping platforms or personal websites
Compared with eBay, the role of sellers in Amazon will be downplayed. When customers consume, they will think that they are buying the product from Amazon (to build a brand, should you choose Amazon or eBay), and therefore Amazon has imposed many “bans” on sellers. , As mentioned above, no more than one account can be used, and consumers should not be directed to websites other than Amazon. Because Amazon has put a lot of effort into product management, sellers must understand which category their products belong to, and then they can use Amazon’s powerful data database to use different marketing strategies to compare product visibility, exposure, and sales. increase. If you use a general online shopping platform to operate Amazon’s sales platform, it is likely that product sales will not be as expected.
Amazon Commodity management
(1) Product title
- The title mentions incorrect categories or product information such as discounts and discounts (Amazon’s inventory file templates)
- The title is out of compliance (html code, all capitals, containing symbols)
(2) Product photos
- Photos indicate discounts
- Colored background or situational photos that confuse the essence of the product
General sales platforms may use gorgeous text, backgrounds, photos and decorations to set off the products, or use attractive titles such as “50% off, lowest price” to increase consumers’ desire to buy. However, Amazon emphasizes the characteristics of the product itself. Therefore, the title and photos of the products sold on the Amazon platform must not mention any claims related to discounts or discounts. The product photos must also accurately express the characteristics of the product, and no words should be used. Watermarks, illustrations and other images are marked with content that has nothing to do with the characteristics of the product.
Therefore, product photos should be as clear as possible, easy to understand, can accurately show the characteristics and characteristics of the product, and mainly white background (Amazon image adding guide). As for how to determine the title of the product, and use the strategy of not labeling discounts to gain consumers’ favor?
(3) The product itself
- Product is false
- Low-price sales without control
- Inaccurate inventory
Regardless of any platform, as long as the product is different from the description or picture on the website, it is easy to cause consumer dissatisfaction and give buyers negative comments through the scoring mechanism. Sellers should be responsible for the products they sell. This is very important, such as confirming whether the product page description is truthful, clearly marking the product size, correct classification, photo color correction, etc.
In addition, many businesses like to use low-price strategies to attract consumers. However, excessive use of low-price sales strategies or no restrictions may cause orders to skyrocket overnight, but they will also cause heavy losses to sellers, or It is for consumers to create a negative brand image of the product being too cheap. Moreover, if the inventory is not presented as it is, whether it is a false report, it will also affect the seller’s reputation.
Amazon Logistics transportation
- Expensive shipping costs
- Inaccurate delivery speed
- No inventory data
- Does not provide product logistics information
- Packaging cut corners
FBA is Amazon’s logistics service, but Amazon does not stipulate that sellers must deliver through FBA. However, when sellers handle the logistics by themselves, problems such as uncertain delivery time, inaccurate packaging, and insufficient inventory to deliver on time. If the logistics management is improper, and there is no proper way to deal with the follow-up problems such as consumer disputes, it will lead to a decline in satisfaction and a decline in seller evaluation, which will affect sales.
Amazon FBA’s logistics service is fully responsible for the seller’s warehousing and logistics links, providing fast, efficient, and accurate transportation processes, which can reduce the problems that consumers may encounter in logistics. Good logistics and transportation can not only improve consumer satisfaction, but also improve product image. When the seller’s evaluation is higher, the product has a chance to sell better. However, sellers still need to evaluate whether their products are suitable for FBA logistics, please refer to: Amazon FBA.
Amazon Customer Service
- Customer service response is slow
- Only provide customer service response on weekdays
- Only use email for customer response management
- Not adopting consumer suggestions
- Argue fiercely with consumers
Although it is difficult for customer service units to be open all year round, online shopping is not closed 24 hours a day, anytime, anywhere. If only providing customer service responses on weekdays, it is unable to respond to consumer needs immediately, and it may also lead to negative reviews. It is recommended to arrange staff to confirm orders and respond to customer needs at a fixed time during weekends or holidays. In addition, customer responses can also be made through auxiliary software other than email. For example, Reply Manager is a software that assists customer service in responding, in addition to warning functions, you can also manage consumer responses systematically.
Furthermore, it is necessary to realize that the public response area is “open,” so you should try to avoid intense disputes with consumers in the public response area, because each consumer has different personalities and needs, and some are obviously unreasonable. The seller only needs to make a basic response; and when the customer provides suggestions for services or products, if they feel that it is necessary to improve, they should also be corrected in time, and after the problem is eliminated, they should actively contact the consumer. Do effective and good customer relationship management.
Amazon Feedback mechanism
- Failure to make good use of the evaluation mechanism
- Negative reviews are ignored or handled
- Spending money on fake reviews
Confusion of product negative reviews
- and service negative reviews
Amazon’s evaluation mechanism is an important indicator that affects consumers’ motivation to purchase. The higher the seller’s rating, the higher the purchase rate. Therefore, consumers should be reminded to evaluate the store or product and leave feedback information after shopping. For example, the store can provide incentives to let consumers help fill out the evaluation through the next shopping discount; however, Amazon strictly prohibits the same Such false marketing techniques, so sellers must not spend money to buy fake reviews, or even ask customers to give positive reviews.
Since the evaluation mechanism can be significantly effective on Amazon, in addition to asking consumers to assist in the evaluation, sellers should also respond to negative reviews on the one hand. In addition to making improvements and compensations based on the content proposed by customers, some malicious comments (such as vulgar words, misunderstandings, etc.) must be properly reported to Amazon. In addition, negative reviews will have a negative impact on the reputation of the store. Therefore, after proper handling, consumers should also be asked to delete negative reviews, otherwise it will also affect the shopping decision of potential consumers.
“Know thyself, ever-victorious”.
Compared with general platforms, Amazon has many more restrictions and regulations. However, it also professionally provides services such as FBA logistics and US state taxes and tax calculations, so that sellers can get complete care on the Amazon platform. Make good use of Amazon’s services for sellers. Don’t turn a blind eye to Amazon’s specifications and warnings for sellers. Don’t try to sell products that compete with their own products on Amazon. Just delve into Amazon’s operation methods and have systematic management. , Whether it is to build a good brand image or word of mouth, or even to create a million sales, Amazon will be your stage to shine.