Amazon's new changes have affected the sales of a large number of products!

  Unsatisfied with the status quo, Amazon is constantly changing.

One of the main factors that influence consumers to place orders is product reviews, which is also the focus of sellers and platforms. Recently, Amazon adjusted its review policy again, and the proportion of five-star reviews is displayed on the front desk.

What impact will this move have on Amazon sellers? Sellers have different opinions, and one of the most widely accepted views is that old links will be downgraded, and competition at the advertising level will be more intense in the future. In fact, in addition to the latest product review policy adjustments, Amazon has also made a series of other adjustments this year, including AI evaluation simplification, QA folding, and major changes to ABA word rankings.

Under the continuous pressure from new and old platforms, Amazon, which is already the dominant e-commerce platform, still maintains a sense of crisis at all times. These changes are an important means for Amazon to maintain and consolidate its position. Behind each change is a test for sellers. There is no doubt that by then, a group of Amazon sellers will be thrown out of the platform!

What impact does Amazon’s front-end revision have on sellers?

According to Amazon sellers’ feedback, the front-end display of product reviews has changed. Currently, there are several different display methods: average star rating + review percentage ; average star rating + number of reviews; total star rating + review percentage; total star rating + number of reviews. These display methods appear randomly, and different display methods may appear when opening the same web page on a computer with multiple browsers .

Many sellers believe that Amazon wants to weaken the importance of the number of reviews by doing this, and the gap between products with thousands of reviews and products with hundreds or even fewer reviews has been narrowed. Currently, only some sellers have seen this revision, which means that this new review feature has not been fully launched. Now that this feature has just begun to be discussed, its impact on sellers can be seen.

Judging from the opinions of sellers, everyone generally feels that this move comes with both pros and cons.

It is good for the promotion of new products, but it also means that the old links are downgraded. The number of comments on the search results page link is related to the click-through rate, that is, the traffic . The weakening of the number of product comments is undoubtedly weakening the weight of the old links. Some old players rely on black technology promotion methods such as evaluation to help their products accumulate a large number of comments. In fact, the product quality may not be too outstanding. The old links have high weight and a large number of comments. The relevant sellers can spend very little promotion fees to obtain considerable sales, thereby further consolidating their product rankings. The old links hold the front position, and the chances of new products coming out will only be smaller. Therefore, in the past two years, there have been more and more feedbacks that new products are difficult to promote. Now the average product rating is more intuitively displayed to consumers, which is an opportunity for new products. New products have more opportunities to leverage the traffic of old products.

It is relatively favorable for product sellers. On the Amazon platform, methods such as merging old link reviews to promote products have been repeatedly banned. In recent years, a large number of links have taken advantage of the merged listing loophole to grab the weight of new products first. Amazon mirror review technology is being used by many sellers. Compared with white hat sellers, these sellers can often promote new products faster with less cost, but it also puts the market into a vicious cycle. The living environment of many white hat sellers is not friendly. Although the Amazon platform has been cracking down on violations, there are still sellers who adhere to the principle of "seeking wealth and honor in danger" and take advantage of platform loopholes to make profits.

The platform has once again adjusted the way comments are displayed, which has to some extent blocked many of the sellers' outrageous operations and guided sellers to work harder on product quality and customer experience. In the future, products with good quality and higher praise rates will have more opportunities to stand out compared to before. Pure white hat sellers with good quality control are likely to be the biggest beneficiaries of this wave of adjustments.

In summary, Amazon is trying its best to reduce the accumulated monopoly of old links, and the new changes are a great boon to many sellers in promoting new products .

Amazon is only interested in its own interests, and the advertising war between sellers will intensify

However, the platform's continuous innovation has a purpose. Amazon's goal has always been to "please" consumers and ultimately benefit itself from it, and this review change is no exception.

The changes in Amazon reviews have, to a certain extent, made it easier for sellers to launch new products, making competition between new and old products on the platform fairer, but have also increased competition in terms of product advertising and pricing.

In terms of advertising, the advertising war between sellers will intensify. Many industry insiders believe that in the same category, whether new or old products, Amazon may not be the ultimate winner. The change in reviews may be an opportunity for new products. Consumers have more opportunities to see new products. In fact, the platform is creating opportunities for new products or products with average reviews to compete for advertising fees, further increasing sellers' advertising expenses.

The click-through rate of new products can be improved, and the corresponding advertising costs will also increase. This does not mean that the conversion rate can also be improved. In the past, many buyers who did not buy new products would also click on the seller's link, which means that the new product can spend the budget in a faster time, but the increase in conversion may not be as great as the increase in advertising costs.

Amazon has given new links a chance, and old links will do their best to maintain their position and increase their advertising promotion efforts. Now even old links must pay attention to maintaining advertising, otherwise they will only lose market share to new sellers if they sit back and wait for death. It can be seen that the competition for advertising space in the future will only become more intense, which will also invisibly increase the product promotion costs of all sellers, and CPC will reach a new height. As advertising competition becomes more intense, the platform has higher requirements for sellers' advertising operations.

At the same time, the expensive promotion click costs force sellers to improve conversion rates, and thus optimize every aspect that consumers pay attention to. Factors that attract consumers to place orders include products, page optimization, advertising, after-sales, product iteration, brand effect, price, etc. In the case of increasingly serious product homogeneity, price has undoubtedly become an important factor in promoting consumer orders. Affected by this policy, a group of sellers will inevitably be forced to join the price reduction army .

In fact, Amazon has made more changes this year than just that, such as simplifying AI reviews, hiding QA, showing sales, launching a Taobao-like find-the-same-item function, adding three new product labels (Overall Pick, New Arrival Pick, and Popular Brand Pick), etc. These all convey a message: Amazon's flywheel is spinning faster and sharper , and sellers need to spend more time and energy to operate it.

Every time the platform is adjusted, there are opportunities and challenges. Some people have found that the old links that have been famous for a long time are about to fall behind, and they feel a sense of crisis; some people have found that the rankings of products that have been listed recently have soared faster, and their confidence in the future has increased greatly ...

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