Amazon backend has been updated again and again, sellers: Don’t change it anymore!

As the cross-border e-commerce industry undergoes dramatic turmoil, Amazon is also trying to make changes to adapt to the new landscape, but it may not be moving in the right direction.

In recent times, Amazon has focused on the front-end and back-end pages and has made several drastic updates.

Although its main purpose is to make it more convenient for sellers and consumers to use, judging from the current feedback, most users do not seem to have the spirit of "embracing new things."

The order details page has changed, and the sellers are "crazy"

Recently, a large number of sellers have reported that the backend order details page has "changed".

According to one of the sellers, after logging into the backend a few days ago, he felt something was not right. Did Amazon update the order page? The current page design looks terrible and it is more troublesome for sellers to use.

The seller said that the current order page looks too complicated and redundant, and the same content needs to be clicked several times before it can be seen. If every seller wastes 5 seconds on this, then the time and labor costs of tens of thousands of sellers will be huge. "What on earth does Amazon want to do?" The seller complained helplessly.

The seller also bluntly stated that Amazon’s designers may never have considered the seller’s perspective. This was also the case when the shipping page was updated before, and the more it was changed, the more difficult it became to use.

Soon, the seller's complaints resonated with more sellers.

"There have been so many 'bad' changes introduced to the platform over the past five years that sellers have repeatedly said they don't want these changes, but Amazon has never listened."

“If something isn’t broken, don’t try to change it. Amazon’s management clearly doesn’t understand this simple truth.”

"I also found this situation. It seems to be a bug in the platform. If you click to enter the order details page from the message section, this page will appear. After contacting customer service, they only told me to clear the cache and try again."

Of course, this isn’t the first time Amazon has offended sellers.

Some time ago, Amazon updated the backend inventory management page, and the old version of "Manage All Inventory" was discontinued on September 16, 2024.

When Amazon first announced this change, sellers reacted in the same way they do now.

Although the new inventory management page has added many functions compared to the old version, it can be regarded as a major upgrade. However, after the sellers tried it, they found that the actual situation was not the case at all.

“The new interface is really awkward to use. It’s not organized by parent variants by default. It will be more difficult to check inventory when purchasing goods in the future.” A seller complained.

Among the many sellers, those who have many links and variations have the most complaints about the new function: there are hundreds of child links under one parent link, which is really overwhelming.

Of course, the updated inventory management also adds a lot of practical new features. First of all, the new page directly displays the sales, number of units sold, page views and sales ranking of the last 30 days for each ASIN, without having to switch to other pages to view this data.

Secondly, sellers can now sort by sales volume, quantity sold, status, SKU letter name, product name, price, creation time, available quantity, page views, in-stock, reserved and unsaleable quantity.

Most importantly, sellers can see the health of their products at a glance on the new inventory management panel. Once a listing is at risk, most problems can be resolved without leaving the page.

Although there were a lot of complaints at the beginning, most sellers have basically gotten used to the various functions of the new inventory management page. Similarly, although sellers are not used to the new order page now, Amazon will obviously not compromise because of this. What sellers can do is to adapt to the new page as soon as possible and not affect their daily operations.

Amazon front-end display has also been adjusted

Recently , some sellers discovered that Amazon product detail pages began to display Feedback, and they said that this is another factor affecting product conversion rates.

The so-called Feedback refers to a score given for the overall service of the seller and the store, which specifically includes the seller's service attitude, transaction process, logistics speed and after-sales support.

The difference between Review and Review is that Review is mainly aimed at the product itself, and will specifically evaluate the user experience and product quality, while Feedback focuses more on consumers' feedback on the seller and the store as a whole.

For sellers, Feedback is an important indicator of account performance. It has a direct impact on the seller’s store reputation and consumer trust, and even directly affects conversion rate.

In the past, consumers could only view specific ratings when they entered the seller's store page. Now, buyers can directly see the ratings when browsing product details.

This means that when consumers place an order, they consider not only the product itself, but also the seller's service, product logistics timeliness and after-sales service, which will also become factors affecting the product conversion rate.

This update will be a big challenge for FBM sellers. Compared with FBA sellers, sellers who ship their own goods will need to pay more attention to logistics and after-sales issues to avoid affecting the overall store rating and subsequently affecting sales.

On the other hand, Amazon has also added a new traffic entrance for brand sellers on the front end.

Now, when consumers click on the brand logo, they can jump directly to the brand store, which is equivalent to adding another source of traffic for brand sellers.

From searching for products to entering brand stores, everything is done in one go. This shows Amazon's determination to support brand sellers, and also shows that the previous era of distribution is long gone.

Nowadays, when sellers are transforming their brands, they can also pay attention to the brand logo design. After all, an eye-catching logo can attract more consumers' attention and prompt them to click into the brand store.

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