There are big changes at Amazon’s front desk again!

In order to maintain the consumer experience, Amazon has been taking frequent actions, not only updating front-end functions, but also cleaning up the platform. After Amazon enhanced video authentication for a group of sellers in June, many sellers have recently faced the high-difficulty enhanced video authentication. Some sellers have been caught and their stores have been closed.

Amazon has updated its front page again

Every time sellers open the front desk and take a closer look, they will be pleasantly surprised. Recently, sellers have made a new discovery: Amazon has updated the front desk again. It is currently speculated that this function is only being tested on a small scale and will be applied to more sites and categories in the future.

Recently, sellers can directly see the variant colors on some product search pages on the Canadian and Spanish sites. The editor followed the seller's revelation and searched for Anker's products on the Canadian site and found that there was an additional color sticker under the multiple variants with color as the variant ↓

In this way, when consumers search for related products on the front desk, the results they get are more intuitive than before, which is also conducive to improving conversion rates. This feature is a great benefit for multi-variant products.

As soon as the news came out, some sellers questioned: Which site is this? Why haven't I found this feature for my product? Some sellers also said that Amazon's front-end page is updated too quickly, and they are still stuck on displaying the BSR ranking. Amazon is really changing every day, and they are about to fall behind. However, more sellers have high expectations for this feature: "This page looks much better than before, simple and clear, and I hope it can drive product conversions."

Some sellers have tested this feature and found some differences. If you search on the mobile page, you cannot see the color stickers, which means that this feature is currently only displayed on the PC side. Even on the PC side, not all products can see the color stickers, only some products in some categories.

A product can display up to 6 colors at a time. Any more colors will be displayed as "remaining labels" at the end. If there are still 4 colors left after 6, they will be displayed as "+4" labels. However, if it is a color + style variation, the color sticker will not be displayed, and the colors in the color sticker may be extracted from the main product image.

Currently, this feature only appears in Canada and Spain. The same situation has not been found in other sites. Sellers speculate that Amazon is conducting a small-scale test and will apply it to more sites and categories after the feature matures.

High-difficulty enhanced video verification broke out, and some sellers’ stores were closed

Since the end of last month, a new round of video verification has gradually swept the seller circle and has intensified in recent days.

"Unlike previous video verifications, this time Amazon clearly pointed out in the email that the relevant sellers' accounts may have been used to engage in deceptive or illegal activities," a seller revealed, so this time the seller's identity and supply chain require additional documents to verify.

Sellers who receive this email must schedule a video call within 14 days of receiving the email, with the video duration ranging from 20 to 50 minutes. During the verification process, sellers need to provide the original ID card and business license to verify their identity, otherwise the account may be permanently blocked.

At present, many sellers’ accounts have been deactivated for failing to conduct verification in a timely manner.

According to the feedback from sellers, most of the accounts that triggered the second video verification had the following problems: the account was purchased and there was an abnormality in the account company; the backend entity or sensitive information was updated and the identity was re-verified; the store operation address did not match the business license address or location; the store credit card and the company's legal person were inconsistent; the account was newly registered, but the legal person was too old and the company had been registered for a short time; the store performance problems occurred frequently, such as infringement, high evaluation and return rates, and a surge in sales; the Amazon store did not operate for a long time after registration.

Compared with ordinary video verification, this video verification is more difficult to pass. The verification will involve issues in various aspects such as operations, invoices, supply chain, etc. In this process, the auditor will also ask some extended questions based on the answers. These questions may be difficult to answer or even contain traps. If the answers are not smooth, all previous efforts may be wasted. Therefore, sellers need to prepare relevant information in advance before verification and keep in mind the issues that may be mentioned during verification.

According to the personal experiences of some sellers, in addition to account-related questions, it may also involve store registration and steps, legal person-related issues, main product information and supplier-related issues, additional issues, etc.

Questions about store registration and steps : email address; company registration time; registered mobile phone number; is the registered number the legal person's (if not, ask why?); whether the company has changed any information; is there an after-sales team and what is its English name; VPS site issues; which bank is the payment card used for; which brands are available in the account; what brand is used for the main product; average performance for each month; when the first order was placed and when the last order was placed; when the last withdrawal was made and how much money was withdrawn, etc.

Legal person-related issues : Legal person’s name and ID number; Legal person’s address; Credit card holder’s name; Whether the legal person has any partners, whether he or she is involved in account operations or supply chain; How many employees does the company have, etc.

Questions related to main products and suppliers : How many products are there in the store ; what are the main products ; why sell this category ; whether to ship by FBA or self-delivery ; which warehouse the products are shipped to, and which state the warehouse is located in ; how many suppliers there are ; the supplier’s name , what products are purchased from this company , and the distance from the supplier; how to find this supplier , who the supplier is connected to , contact information, etc.

Additional questions : From xx/xx/xx to xx/xx/xx/xx, why didn't you reply to the buyer's messages in the background? Which specific product has the highest return rate and the reason for the bad reviews? What is the ASIN of the best-selling product? We require the company to produce the kind of bills used for financial accounting, similar to financial statements; do you have a registered buyer account? Where is the IP address for video verification ? When was the social security of the operator who cooperates with the video verification last submitted, etc.

If the answer is incorrect or the information previously filled in and uploaded to the platform is incorrect, the verification will fail. At that time, Amazon will determine that the store is operated by an agent and will require the seller to provide agent operation information for review. The success rate is extremely low. Amazon's requirements for enhanced video verification assessments are getting higher and higher, and sellers must be prepared in advance to cope with them. Finally, I hope that sellers can successfully complete the verification.

Amazon

front desk

Video Verification