Amazon has issued new regulations that will affect all sellers’ operations

After Amazon France implemented the new coupon rules, the US site has confirmed that it will follow suit. The sellers’ concerns have finally come true! This new rule will affect the operating methods of all sellers. Not only does it require sellers to offer lower discounts for products, but it also requires that products must have sales records, which makes it more difficult to launch new products and once again hits the profits of old products.

Under the new regulations, high prices and high coupons may be phased out, and sellers only have one way left - to directly adjust the price. One seller lamented: "With the March warehouse configuration fee plus this coupon policy, how can small sellers survive!"

The US site follows the new coupon rules and will be implemented on March 12

Yesterday, Amazon US announced that in order to provide sellers with a better sales experience, it will implement new coupon regulations on March 12, and coupons will be subject to new pricing requirements.

Specifically, the coupon needs to meet two conditions. If the price or discount of the product does not meet the requirements, then the product will not be eligible for the coupon.

First, you need to provide a discount percentage between the minimum discount (5%) and the maximum discount (50%) ;

Second, the product must also have a sales history to be eligible for a coupon, and the promotional price should be lower than its "historical selling price" or recent lowest price.

If you receive a coupon error message , you can do the following:

Item price history question: For this item to qualify, a sales history can be built up by selling more items to generate a "Historical Selling Price" .

Increase your discount: Make sure your sale price is below the item’s “historic sale price” or the lowest price it’s been recently .

Min /Max Discount Issue: Update the sale price discount percentage so that it is between the minimum discount (5%) and the maximum discount (50%).

As soon as this new rule was released, it immediately sparked heated discussions among sellers. According to Amazon's new requirements, experienced sellers reminded their peers to pay attention to the following points:

First of all, new products cannot be couponed , and an order must be placed before a reference price can be obtained. This is the same as the Prime membership price. It is not conducive to promoting new products, and it is more difficult for sellers to promote new products . One seller joked: "In the future, new products can only be promoted through advertising, which is basically the same as running naked."

Secondly, Amazon requires sellers to sell at a price lower than the recent lowest price captured by the system, otherwise the coupon will be invalid;

Finally, Amazon requires that the discount on the next order must keep up with the historical transaction price of the discount on the discount. The platform restricts sellers from raising prices and increasing the size of the coupon, disrupting market prices.

This new policy of the platform will undoubtedly affect the operation methods of sellers. One seller said frankly: "We have always promoted products at normal prices with large coupons, and then gradually reduced the coupons . In this way, we have to lower the price at the beginning, and we can't promote at normal prices directly . "

In the opinion of another seller: the current new coupon rules are the same as Prime. The two combined are basically giving it away for free. If the pricing is not raised, coupons will no longer be fun in the future.

The new regulation will be implemented on March 12. Some sellers believe that everyone may be able to use the 5% coupon after this, so they need to raise their prices quickly.

Regarding the new rules, one seller bluntly stated that this is another way Amazon has come up with to force every seller to sell at a price lower than the actual cost of the goods.

The seller asked Amazon a series of questions: "How does this work when we have a deal and discount an item? Does the coupon price now have to be lower than the deal price? What happens after Black Friday sales or other special sales? Thank you for letting everyone know about this change to adjust pricing and inventory. Are you making this policy to drive sellers off the Amazon platform?"

Coupons are available in France first, and sellers are forced to roll up prices

Before the new coupon rules for the US site were finalized, Amazon had already launched the policy on the French site, causing great harm to sellers and causing widespread complaints.

It is understood that Amazon France has been required to comply with new coupon pricing requirements since February 26. The relevant regulations are almost the same as those in the United States.

At that time, a seller said that according to Amazon's change, the priority of coupons will be raised to the same level as 7DD and BD, and coupons are equivalent to activities. 7DD and BD will affect the current price of the link, and the price after the coupon will be at least 2.5% lower than the lowest price in 30 days.

According to an analysis published by another peer in the Zhiwubuyan community, the new rules have a wide impact. First, the price after the coupon is issued must be 2.5% lower than the lowest price in the past 30 days (it must be reduced by 2.5% each time); if the original price is higher than the reference price, the coupon creation will fail. Second, if the French BD event is running in the past 30 days, it is also required to be 5% lower than the previous event price; third, the price exclusive to French members must also be lower than the reference price in the past 30 days when it is submitted.

This colleague believes that if the policy remains the same, the price can be directly reduced without any activities. He asked the account manager, who said that coupons are basically deals now, and the price requirements are very strict, which may also affect the reference price in the future.

After the new coupon regulations were introduced, the probability of sellers reporting errors when creating coupons was very high, and feedback about errors was not isolated cases, which seriously affected sellers’ operations.

"——Currently, we have to create coupons twice a day, once in the morning and once in the evening. Every morning, we see a row of red errors.

——Now I check the front desk every few hours, and cancel and reopen it immediately if there is an error;

——French coupons are always cancelled, and flash sale prices are always 5% lower;

——Once in the morning, once in the afternoon, and once at midnight, it will report an error soon, and the time of reporting the error is not fixed;

——Sometimes an error occurs directly after creation. ”

Some sellers also believe that Amazon’s new coupon rules may have been influenced by Temu, causing sellers to be passively forced to sell. The lowest price within 30 days is almost equivalent to the restriction of the big promotion. Coupons are just a tool that sellers use frequently on a daily basis, and such restrictions should not be imposed.

If the size of coupons cannot be adjusted at will, then the only way left is to roll up the price. In the future, high prices and high coupons will be eliminated.

After the new rules for coupons became relatively strict, sellers may use them less frequently. The platform may want buyers to see the real low price directly, rather than raising the price and then offering a big discount as before.

The new coupon rules that have been implemented on the French site have made sellers worried. Many sellers are worried that after the French site, other European sites and the US site will be implemented simultaneously, because generally, when European policies are released, France will be the first to implement them, followed by Italy, Spain, and Germany. Now, what you fear will come true! Not only will other European sites follow suit, but the implementation date of the US site on the 12th of this month has also been confirmed.

For Amazon sellers, this wave of operations on the platform is forcing sellers to abandon complex operating methods and let everyone simply compete on product prices. Those products with low profits may have a hard time!

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