Amazon issued a solemn statement, requiring sellers to sell fairly

Earlier, Amazon suspended a large number of accounts because of sellers inserting small cards into products, which caused a large number of sellers to suffer. The root cause is that this behavior violates the rules and requirements of fair sales. Recently, Amazon has increased its investigation and punishment of sellers' marketing incentives, and the account suspension wave may be "coming back".

Yesterday, Amazon issued a new announcement stating that Amazon's Code of Conduct requires sellers to act fairly and prohibits manipulating sales rankings.

Amazon noted that it has received several inquiries from sellers in recent times about Amazon's incentive policies to drive customer discovery and conversions, particularly through the use of rebates, coupons and other marketing incentives, which are provided outside of Amazon as a way to drive sales in seller stores.

Amazon said it welcomes and encourages sellers to use coupons, discounts, deals and other tools to lower prices and drive sales, but only if these incentives are part of the product offer in Amazon stores . Amazon offers many programs to help sellers discover new products and increase sales by lowering prices, and also welcomes sellers to advertise the same prices and discounts offered in stores outside of Amazon.

However, it is a violation of the Amazon Seller Code of Conduct for sellers to use rebates, discounts, and other programs to get customers to buy products on Amazon that are not included in these incentive programs. These practices may increase product search rankings, create fake reviews, and generate artificial traffic and conversions.

Specifically, it is a violation of Amazon's Seller Code of Conduct to artificially improve a product's search ranking by manipulating search rankings through "two-step URLs," "super URLs," "funnels," "treasure hunts," etc. Amazon emphasizes that sellers who artificially improve search rankings or describe discounted sales as full-priced goods will violate the rules and Amazon will impose fines or account suspension measures.

Amazon then explained several common violations:

1. Two-step URL

That is, the two-step URL, when the seller pushes the product listing, the two-step URL replicates the search for a specific keyword. This sends a signal to Amazon that the seller's product is a popular choice for the given keyword, so the search algorithm ranks the seller's product higher.

2. Super URL

That is, super URL, a way to directly link to the Amazon product page list, while making the ranking algorithm believe that the click comes from organic search, which will cause external traffic to affect the Amazon ranking algorithm and disrupt the normal search and sales ranking of the product.

3. Funnel

A set of actions that the seller wants the end user to perform or a set of locations (URLs) that you want the end user to visit .

4. Treasure Hunt

Sellers use a large number of preferential activities to attract buyers to browse the store, so that they can choose products and make buyers buy products that are different from their original purchase intentions. This behavior is not aimed at a certain type of product, but at the entire store, and there is a phenomenon of inducing buyers to consume.

The editor would like to remind everyone that you must operate in compliance with regulations and must not violate policies for the sake of temporary benefits. It will be too late to regret when your account is blocked.

Amazon

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