Amazon allows some sellers to contact buyers directly, and a large number of shared reviews are split!

Amazon is testing a new feature that allows brand sellers to send email marketing directly to Amazon buyers who follow their own brands, and notify consumers when new products and discounts are available.

To sum up in one sentence, the key point is that Amazon allows some sellers and consumers to contact each other directly, which is undoubtedly a major benefit.

While some Amazon sellers will find it easier to communicate with consumers, a large number of Amazon sellers are still "going through a tribulation". It is understood that a large number of sellers have recently reported that shared reviews have been split up, with sites such as the United States and Europe becoming the hardest hit areas. Regarding this review change, some people speculate that Amazon may be revising its review synchronization policy.

Amazon allows sellers to inform customers about new products and sales via email

Amazon’s policy changes have always made sellers complain. Take customer contact as an example. Amazon has made many changes in recent years in terms of seller-buyer contact, many of which have made sellers miserable ...

However, Amazon is now testing a new feature that allows sellers to introduce new products and sales to customers via email . This policy update is undoubtedly a major benefit for sellers!

Amazon also announced the policy in its backend. The editor saw a seller in the group send out relevant screenshots, the content is as follows:

Brand owners can now manage content and send email campaigns to customers who have purchased products from your Store using the new Manage Your Customer Engagements tool. The Manage Your Customer Engagements tool enables your brand to build loyal relationships with customers, improve retention, and drive engagement.

Now that this function is available, how should sellers use this tool? Amazon also provides detailed instructions in the background ↓

1. To use the "Manage Your Customer Interactions" tool, brands must participate in the Brand Flagship Store program and have followers of their brand. Brand Flagship Stores allow you to showcase your brand and products through a multi-page, immersive shopping experience on Amazon.

2. After you have a brand flagship store, a good way to gain followers is to participate in our post program. To ensure that you create high-quality content frequently, you can learn how to create a post.

3. Please be sure to follow the post policy.

It should be noted that only sellers who have registered for brand registration and have a brand flagship store (with fans) can use this tool.

One seller said: “Amazon’s policy update is indeed very helpful to sellers. It will be much easier to launch new products in the future, and the effect will be very good.”

Amazon's announcement of this policy update attracted a lot of media attention, and CNBC also provided a detailed interpretation of the policy.

CNBC reported that Amazon began trialing the tool last week, which enables U.S. companies participating in its Brand Registry program to email marketing materials to shoppers who choose to "follow" their brands. Amazon sellers can then notify shoppers when they launch new products or promotions.

Amazon’s new “Manage Your Buyer Interactions” feature solves one of the biggest pain points for sellers – launching new products on Amazon. Many sellers promote new products on Facebook in the hope of diverting traffic to Amazon, but this policy update will provide sellers with another tool to try to promote new products.

According to foreign media reports, in addition to helping sellers promote new products, the main purpose of Amazon's move is to prevent customers from losing to independent sites. Amazon has now launched a variety of tools to help companies build their businesses on Amazon amid competition from companies like Shopify.

The tool is designed to drive repeat purchases among consumers and help sellers build a stronger fan base on Amazon’s massive marketplace.

Amazon's decision to let sellers contact shoppers is somewhat surprising. Amazon has long prohibited businesses selling on its website from directly soliciting customers' opinions, keeping data such as their email addresses private. According to foreign media reports, although Amazon now allows emails to be sent to consumers, shoppers' contact information will continue to remain private.

After Amazon allowed emails to be sent to consumers, several sellers applauded. Ash Crawford, co-founder of coffee and tea maker Quivr, said the ability to send customers promotions and product launches via email would be very valuable because his brand currently cannot reach its customers on Amazon.

Another seller said: “The release of this feature seems to be a relaxation of certain restrictions and a controlled way to reach our products and interact with our customers.”

I believe that many sellers are aware that building a brand on Amazon is almost a "must." 74% of Amazon consumers believe that brand is an important consideration when choosing products, and 80% of consumers discover new brands and new products through Amazon.

Various data show that brand sellers are becoming more and more popular, and the trend of branding is becoming more and more obvious. A report released by Feedvisor in February showed that more than three-quarters of US brands (about 78%) are currently sold on the Amazon market, up from 55% in 2019, which helps brands develop in the e-commerce market.

Reviews shared by multiple sellers will be split up. Will the sharing policy change?

As Amazon sellers, some are happy while others are sad. It is understood that recently many sellers have stated that their shared reviews have been split.

An Amazon seller said that he previously shared all the sites with the same ASIN, but today when he turned on his computer, he found that the shared reviews in five European countries had been split. There are many other examples of sellers who have experienced the same thing. One seller's Canadian and Japanese sites have successively encountered the problem of reviews disappearing.

Some sellers also said that the reviews on some of their individual sites were synchronized, but some sites were not synchronized. Although the shared reviews had changed, the product links were normal.

After the shared reviews of the seller's product links are split, it will undoubtedly have a certain impact on the seller. An Amazon seller said that after the change, all his positive reviews were gone, but the negative reviews remained strong.

The editor summarized the sellers' experiences and found that the splitting of shared reviews is not a recent problem. Since the beginning of this year, sellers have reported that they have encountered this problem. After the problem occurred, the affected sellers were confused, so they opened a case to consult customer service, hoping to restore the disappeared international reviews, but the result was not satisfactory.

One seller said that although the customer service agreed to help refresh, the merge was not successful in the end. Another customer service directly rejected the seller's request, saying that reviews on different sites were independent or that they could not delete reviews (ps: this is a completely irrelevant reply... I feel sorry for the seller for a second.)

According to past experience, there is always a new rule coming soon after every unusual move on Amazon. After a large number of sellers’ shared reviews were split up, many people speculated that the platform might be about to adjust its sharing policy.

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