Another big seller’s account has been blocked, Amazon’s cleanup is in progress!

Amazon's liquidation of illegal sellers has not ended. On Wednesday this week, some accounts of big sellers such as Zebao and Wan *Ke Chuang were suspended, and before the sellers could come to their senses, another 3C big seller was banned on Friday.

Big seller **Innovation account blocked

Yesterday morning, a seller keenly discovered that another big seller account in Shenzhen had been blocked.

The seller said that **Innovation’s brands Ap**** and Vi**** were registered, and similar feedback soon increased.

The editor found that searching for "Ap****" on Amazon no longer displays the brand's products, and searching for related products from outside and entering Amazon also results in a dog page. In stores of other brands, multiple products are shown as unavailable for sale.

Many people are familiar with this Shenzhen big seller. He is also related to a super big seller in the industry.

**Innovation was founded in Shenzhen South China City in 2016, focusing on visual imaging and smart home. In December 2018, the company's monthly sales exceeded 100 million yuan, and many categories ranked first in the industry.

At present, the company has created overseas brands such as Ap****, Te****, and No***. Its products are sold well in overseas markets such as Europe, the United States, Japan, and Australia. It has won the "Forbes AIOT Top 100 Companies", "National High-tech Enterprises", and "Amazon China Export Cross-border Top 100 Brands" awards. It has obtained three rounds of financing in the past year and has a rapid development momentum.

The trial, which comes two days before Prime Day, is a huge blow to the company.

But this is only part of Amazon's punishment.

Zebao's parent company responded to the account suspension : the expected recovery period is about 1-2 months

On the 16th of this month , some stores under the three brands of Zebao RAVPower, Taotronics, and VAVA were suspended. The reason seemed to be that small gift cards were hidden in the product packages, which violated Amazon rules.

(Gift card revealed by foreign media)

In the morning of the next day, Zebao's parent company Xinghui shares opened at a 20% limit down price, and the limit down was lifted after the opening. As of the midday closing, the decline reached 13.73%.

Xinghui Co., Ltd. responded to the media : The products with problems this time are niche inventory products that were accumulated by Zebao’s former operation team in previous years. It is currently judged that the impact of the incident is limited, and the expected recovery period is likely to be around 1-2 months.

This is not the first time that Zebao has had problems with his account this year.

In early May, during the wave of account closures targeting several top sellers, one of Zebao’s accounts was censored. At that time, Xinghui Co., Ltd. stated that the Amazon account closure incident had limited impact on the company, and the closures were mainly concentrated on some merchants who violated the rules and made fake orders. The company itself is a boutique product company, and its business model is somewhat different from other cross-border e-commerce companies, emphasizing refined operations and strictly preventing illegal operations.

But just one month later, Zebao's three major brands collectively hit landmines, and 30% of their revenue on Amazon was stranded.

It is understood that Zebao has six major brands, including RAVPower for power supplies , TaoTronics for Bluetooth audio, VAVA for small appliances, Anjou for computer and mobile phone peripherals, Sable for personal care and health, and HooToo for furniture. Except for the three brands involved, the other brands are currently selling normally.

Shenzhen sells 10,000 tons of goods * Kechuang hits a landmine

Last December, Vanke won the "Most Valuable Brand of the Year" award from Amazon . On Wednesday, its store that mainly sells projectors and tablets was closed. Industry insiders said that the annual sales of the closed store were conservatively over 400 million, or even as high as 1 billion.

Currently, the Wan *KeChuang official website cannot be opened and displays “ under upgrade and maintenance ”.

According to public information, Vanke has successfully created several well-known brands such as He***, Va***, Ky***, etc. The company has achieved a compound growth rate of over 400% for three consecutive years. Its projector brand VA**** has ranked first in the market share of Amazon platform in the United States for 24 consecutive months, and has been invited to enter Walmart and BestBuy stores in the United States. In October 2020, Vanke received an exclusive lead investment of 300 million yuan from Sequoia Capital in its Series A round.

The collective liquidation of the violations by big sellers will inevitably cause panic among other sellers, but Amazon has issued two statements in succession, expressing its firm intention for this round of cleanup.

Amazon has invested a lot of resources to prevent fake or incentivized reviews from appearing in its store. It has continuously strengthened its ability to monitor fake reviews and their associated buying and selling accounts, and has found that more and more bad sellers are trying to solicit fake reviews through channels outside the site, especially social media. Therefore, it has joined forces with social media to combat various fake review operations.

For a time, the word "compliance" was magnified and bolded by all sellers and placed at the top of the operating rules.

Big sellers may leave the market due to "suicide"

This time, many Amazon sellers’ accounts were blocked, perhaps because they “asked for it”! They challenged Amazon’s bottom line by using operations that are clearly prohibited by the platform.

Perhaps the cases of multiple big seller accounts being blocked in May and in recent days have changed the minds of many sellers in the industry. They realize that doing business on Amazon is not a short-term business, but a long-term business. Good marketing is the basic skill of sellers, and the real success still depends on excellent products.

Some sellers who have advanced compliance thinking have already become big sellers at this time, or were big names in the industry a few years ago.

A few years ago, a big shot shared a case: a seller who entered Amazon at a low price surpassed himself and took the first place in the category, which had a significant impact on his sales and gross profit. When he was preparing for a long-term battle, he found that the seller's store was suddenly closed. He asked someone and found out that the reviews were fake. He appealed to Amazon three times but was rejected. This is a typical "suicidal" exit.

However, the lessons learned from the past cannot wake up some sellers who pretend to be asleep. In recent years, some people are still wandering on the road of violation, or testing the edge of violation, and the final result is that many stores are blocked. This year, many big sellers of fake accounts are bloody examples. History always repeats itself!

Some compliant sellers may encounter strong rivals periodically, but non-compliant competitors will not be able to last long.

Alarm bells are ringing, sellers intend to diversify their investment in Amazon

As a world-leading company, can Amazon still lag behind domestic sellers in terms of technology? Sometimes it’s not that the platform won’t catch you, but that it’s not time to settle the score.

When it comes to settling accounts, people feel the pain in their flesh. How can they not think about getting slashed when they violate the rules? Another wave of mass sales registrations has also made sellers in the industry nervous.

At present, some sellers have been thinking: Don’t put all your eggs in one basket . One seller said: “If an account is shut down, it will be a huge blow to sellers who mainly do business on Amazon. We are currently thinking about how to diversify our investment in Amazon and see if we can invest in other areas.” Another industry insider lamented: “Amazon can close stores at will. Even if you are very big, you can go back to the old days overnight! ”

Compliant sellers said: “The stricter the platform policy, the better it is!”

As an Amazon seller, since you have chosen the platform, you must abide by the rules by default and must not cross the red line of illegal operations ! The long-term solution for platform sellers must be to return to product strength and compliant and refined operations .

Amazon, big seller, account banned