Amazon launches new features, sellers' sales to increase

Recently, sales on Amazon have been fluctuating. In order to gain more exposure and considerable orders, sellers have had to increase their advertising budgets, but the results have not been satisfactory. This week, Amazon officially announced the launch of a new feature "Post Promotion" on the US site, which can save sellers promotion costs while providing targeted exposure to potential buyers, greatly increasing the click-through rate of ads. Some sellers have begun to try it out to warm up for the July Member Day promotion.

Amazon launches new features

Advertising costs have become a fixed expense for Amazon sellers. The key is how to advertise well and make the money more valuable.

A seller complained that it was the first time for his account to run a brand ad. The ad creative was fine, the bid was higher than the recommended bid, the link had a shopping cart and could create an A+, but the newly created brand video ad and product collection ad were not exposed. He opened a case and consulted the brand customer service team, who told him that there was no problem with the ad account and ad campaign, and suggested waiting a little longer, as there might be a delay in exposure. However, the seller created other linked brand ads and encountered similar problems, so he was at a loss.

Brand sellers invest more in promotion and have higher expected returns. As the Member Day promotion approaches, many sellers have increased their advertising budgets. However, if the promotion effect is not satisfactory, sellers can consider using other forms of advertising, such as the "post promotion" that has just been launched on Amazon.

Amazon introduced that post promotion can turn brand sellers' text/video posts into "Amazon brand promotion" ads with one click. After using this function, high-quality posts will no longer just wait to be viewed passively, but will become active and accurately attract potential users.

Compared with general posts, post promotion can make brand sellers' high-quality posts play a greater role, including: reaching more Amazon advertising spaces, such as brand flagship stores, product detail pages, search pages, and all information flows; controlling the reach of more precise groups, achieving targeted delivery including keyword and product delivery, and increasing consumer reach through advertising targeting; obtaining display rankings that are easier to expose, and ranking based on advertising bidding and predicted advertising click-through rate.

This function can convert the brand's social content into advertising content, actively display it to more non-brand fans, expand the user base, and boost sales. From a cost perspective, sellers can use high-quality posts directly for brand promotion, test the quality of advertising materials at a low cost, and directly reduce the cost by half compared to A/B testing. They can also use high-quality posts that have passed the natural traffic test directly for secondary delivery, achieving twice the result with half the effort.

How to use the post promotion function? In Amazon Advertising -Branded Content-Posts-Post Console, click the "Promote" button, and the picture and video posts can be converted into "Amazon Brand Promotion" ads.

This feature also has some usage principles. Sellers can create posts for different products in the store, add up to 5 products in each post, and add ASIN links for related products in the post pictures. Multi-variant products can also add different variants, for example, different color ASINs can be added for clothing products.

After conducting a promotion, sellers can view the campaign results through the post insights panel, such as the number of clicks from each post to the brand flagship store, the number of clicks from each post to the brand followed, etc., to further filter and optimize the post promotion content.

Amazon has solemnly launched a new feature, but its effectiveness still needs to be verified by sellers.

In addition to the new post promotion feature, Amazon also updated another feature. Both features seem to be aimed at further improving sellers’ conversion rates and sales.

Amazon updates feature to monitor customer service performance

On Amazon, consumer feedback is extremely important. The e-commerce platform also attaches great importance to consumer experience and repeatedly updates functions to improve related services. Recently, Amazon has once again updated the feedback manager tool in the seller center . This update is also to enable sellers to respond to consumer needs in a timely manner and increase platform traffic.

According to Amazon, the Feedback Manager in Seller Central has been updated so that sellers can now see completed customer service performance including three key factors: contact person, response time and buyer sentiment.

These updates can help sellers identify opportunities for customer service improvement through buyer and seller messaging and trends from the previous four weeks. Sellers can see these new features in a module at the top of the page by visiting the Feedback Manager. The module provides the following three performance insights based on the orders completed by the seller:

Preventable Contacts

Average contact time

Buyer dissatisfaction rate

It is worth noting that these performance insights updated by Amazon this time are for sellers’ reference only and will not affect the operation of the seller’s account .

However, the embarrassing thing is that many sellers did not see the update announced by Amazon. One seller left a message: "I didn't see any difference from the previous page on the feedback manager page, and asked my peers if I was the only one." Then more than one peer reported that there was no change on their side and they could not see anything new. Could it be that there is a bug in the Amazon system?

Sellers have speculated whether this change may not be seen in a short period of time and may require a process.

However, judging from everyone’s expectations for this update, most sellers hope to communicate with buyers to understand their needs and further resolve the current return issues.

"I wish there was a way to get more detailed feedback from customers to improve the product," one seller said. One idea is to allow sellers to create a checklist with a few standard questions for customers to answer when returning an item. Amazon could maintain control by managing the questions and showing them as one of the steps in the return process.

"We still have no way to distinguish whether customers are unhappy with the product when they return it or whether they just want a free return. According to Amazon, by looking at product photos or review descriptions, you can see that some products are very bad, but the reviews of many products are not true, and too many customers return junk instead of products, and leaving bad reviews makes things worse." Another colleague also had objections to the return issue.

The return issue that everyone is concerned about has a significant impact, especially after the new return policy came into effect in June. According to the new regulations, for returned products that exceed the category threshold, small standard size items face a processing fee of $1.78 to $2.21 per item, large standard size items face a processing fee of $2.36 to $5.00 and above, and large and oversized items have higher fees. Many sellers have to pay high return processing fees due to high return rates, which makes many people angry. They believe that some returns are the platform's problems and they cannot control them. Many buyers take advantage of Amazon's loopholes to maliciously return products and get products for free.

Sellers and platforms do have different focuses. Sellers focus on the added costs and possible losses, while platforms focus on more traffic and sales. However, as a seller, timely adapting to Amazon's new changes can better keep up with the pace and achieve new growth.

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