Amazon page updated, a group of sellers will be swept away

Amazon’s page has been revamped, and a one-click video button has been added to the ranking page. Sellers’ profits have been hit again, and sellers without strength will be swept away.

Amazon has undergone frequent changes this year. Adjustments such as forcing sellers to sell at low prices and displaying sales data on the front-end search page have intensified the price war among sellers. At the same time, the platform is also encouraging sellers to compete with other platforms at low prices. At present, a large number of Amazon sellers are struggling in the vortex of low prices.

Amazon launches one-click video button on ranking page

Yesterday, many sellers found that the Amazon ranking page has been revised. The new change is the launch of a one-click video button. Sellers do not need to set it up. Videos uploaded in the BSR list display sub-body will automatically have a play button . Buyers can easily view videos to get a more comprehensive understanding of products and brands, thereby promoting more purchases.

Currently, this function has been displayed on multiple category pages, but some sellers said that they had seen the video button, but it was later no longer displayed, which suggests that the function is currently in the testing phase.

Seeing the new design page, sellers exclaimed: "The importance of videos will be reflected in the future, and the quality of videos is particularly important!" Some people are thinking about putting video making on the agenda.

Some sellers also said frankly: " It is quite expensive to make a video. Once there are many products, it will be a huge expense. The profits will continue to be squeezed, and sellers without strength will be swept away . " Sellers with the same understanding said that the operating costs are high, the results of their own shots are not good, and it costs hundreds of dollars to find someone to shoot a video, which is difficult!

Amazon's revamped page shows that it is aimed at providing a better buyer experience. For sellers, shooting videos does increase costs in the short term, but it is also a good way to retain customers in the long term.

Amazon is changing frequently nowadays, and every change seems to intensify competition among sellers. In the end, sellers are forced into the price war, and the platform will also monitor sellers' prices to maintain its competitive advantage.

No shopping cart if you don’t lower the price, Amazon forces sellers to lower prices

Recently, many sellers’ products have been restricted by Amazon because of their high prices. One seller said that because the platform monitored that several of his products were sold at low prices by other sellers on other e-commerce platforms, the product prices have been restricted. If the price is not reduced, there will be no shopping cart. In this case, the seller can only reduce the price and is currently in a loss-making state.

According to insiders, Amazon has a price monitoring mechanism in its backend. In order to maintain its competitive advantage, the platform requires sellers to keep their prices no higher than those of other e-commerce platforms. Amazon has always had this rule.

At the end of last month, the U.S. Federal Trade Commission ( FTC) and attorneys general of 17 states formally filed a lawsuit against Amazon, accusing Amazon of engaging in practices that influence sellers' business strategies.

The FTC mentioned that Amazon will punish sellers who sell at lower prices on other platforms and prevent other online retailers from offering lower prices than Amazon. For example, if Amazon finds that a seller offers low-priced goods elsewhere, it will hide the seller in search results, making it difficult for consumers to find them.

Once the product price is higher than other platforms, Amazon will hide the seller's products, which is the root cause of the seller's reluctance to lower the price. However, after the price is lowered, the seller's profit will be reduced or even loss will be caused.

In this regard, experienced people have introduced that sellers’ selling prices can actually avoid being restricted by Amazon. The method is to use the inventory loading tool, delete the product, and wait for more than half an hour to delete the product information from the system. Then use the inventory loading tool to restore it. If the problem is not solved, then use the batch upload form to restore the product. By using these two form templates repeatedly, the problem of low price restrictions can be solved.

What should Amazon sellers do when they are surrounded by low prices?

On the one hand, costs are rising, and on the other hand, prices are restricted by the platform, making it more difficult for sellers to operate. Especially under the siege of Temu's low-price market share, Amazon seems to be deliberately pushing sellers to join this brutal price war.

Temu developed rapidly after its launch and took away part of Amazon's market share. Many sellers faced the chill brought about by the decline in orders.

In order to attract and retain consumers, Amazon has taken a series of measures. In March this year, Amazon began to display sales data on the front-end search page. At the end of April, it began to test the product browsing display function. Since then, many sellers have discovered a new search box "More Like This", and the system will automatically recommend other products with similar styles.

These new changes are not good for some sellers. In order to gain exposure, competition among homogeneous products has become more intense, and prices of products in many categories have been falling again and again.

Amazon is not satisfied with this, and its core demand is to push sellers to compete with other e-commerce platforms. Starting from August 29, Amazon terminated the Small and Light Commodity Program and implemented a lower standard FBA rate for all low-priced products priced below $10. In this way, some products priced above $10 will be reduced to $9.99, and then slowly reduced in price.

On October 15, the holiday sales peak season delivery fee was implemented, and the cost advantage of low-priced goods was magnified during the peak season.

Today’s Amazon sellers are facing price involution from their peers on the platform, and are facing impact from sellers on platforms such as Temu in the broader environment.

This has caused many sellers to be anxious. Industry insiders believe that Temu's full hosting model is the future trend of e-commerce. Faced with the low-price impact of Temu and other platforms, the only way out for most Amazon sellers is to strengthen the construction of barriers on the product side and the supply chain side.

First, sellers need to switch from product selection mode to category-focused development, or even independent R&D and innovation mode as soon as possible. This way, sellers will not be limited to Amazon in product layout, which is the only way to get rid of the entanglement of low prices.

Secondly, we should actively embrace the low-price model. In the short term, this is suitable for porters who have plenty of time and energy; in the long term, the low-price model is more suitable for sellers with factories.

Again, in the future, most Temu sellers will be factory sellers, and competition at the factory level will be all-round cost competition.

Finally, Amazon sellers do not need to condemn Temu’s behavior. The excessive overflow of domestic supply chain capabilities is the foundation of Pinduoduo’s entire system. Without it, there will still be more commercially efficient models involved.

In the competition among major e-commerce platforms, Amazon's position will not be easily shaken.

A senior seller believes that the reason why Amazon has been able to maintain its leading position in the competition over the years is due to its long-term business strategy and vision.

Amazon has aimed to create a comprehensive business environment since its inception. It is customer-centric, adheres to a closed business loop, truly builds a business environment for buyers and sellers, and establishes brand trust by providing high-quality services and products. Looking back over the past decade, in addition to some brand sellers that have grown up on Amazon, are there other platforms ?

This long-term business strategy and vision enables Amazon to withstand short-term market fluctuations and competitive pressure. The underlying business logic of other platforms is that price is king, expanding their own business, and the platform can go public to raise money. Over the years, the platforms that have collapsed or encountered problems have well demonstrated this point.

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