[Background of the problem]
After learning about the Amazon platform, Zhao Bin decided to start his cross-border e-commerce journey through Amazon. What are the ways to enter the Amazon platform? Zhao Bin learned through online searches that Amazon can register an account through two methods: global store opening and self-registration. However, for a novice like Zhao Bin, he does not know the difference and advantages and disadvantages between Amazon global store opening and self-registration. He needs to understand the difference between Amazon global store opening and self-registration, and then choose the registration method that suits him.
[Required information]
Query relevant information on the Amazon platform through literature review, online search, etc.
[Operation skills]
1. Understand the conceptual distinction between Amazon global store opening and self-registration.
Global store account 1 If you choose to open a global store, you must register in the name of a company, whether it is a mainland company or a Hong Kong company. Global store opening is just a project name of Amazon. It does not mean that you will have a name similar to Amazon’s “Global Store” if you pass it. Amazon global store opening is divided into sites. For example, if you have registered a North American site, you need to apply for a European site separately.
You can register a personal account on WWW.amazon.com. You can register as an individual or as a company. It should be noted that once you register, you cannot convert it to a global store account, nor can you enjoy the advantages of global store.
2. Understand the advantages and disadvantages of Amazon global store.
(1) Advantages.
① High account security, review warning for account problems, and store closure rate V9% (according to official statistics).
② There is a corresponding investment manager to guide the whole process of registration and online. The manager will inform the seller of Amazon’s requirements for pictures, titles, descriptions and keywords. If the seller encounters any operational problems during this process, he can ask the online manager for help. Sellers who need to upgrade can also complete it through the investment manager.
③ Supported by official training, the training content includes backend operation training (single listing, batch listing, order processing, customer service processing, backend settings, report interpretation) how to increase sales, FBA details, the latest policies, and event interpretation.
④ You can have a shopping cart in the first three months of building your own listing.
⑤ You can apply for flash sales on various sites. For sellers who open stores globally, as long as they meet the requirements of FBA inventory quantity, sales price and store performance, they can apply through the account manager.
(2) Disadvantages.
① It is very difficult to apply. Global store accounts only accept companies to register, and the qualification review of sellers is relatively strict. Not everyone can register. The pass rate for sellers to apply for global stores themselves is less than 5%. Once the seller’s application for global store registration is not passed, the company used to apply for global store registration cannot apply for global store registration again.
② The cycle is very long. The registration cycle for global store accounts is generally more than one month (more than one month refers to the average registration cycle of agents. If the seller applies for it himself, it is more than 3 months). The US site will be faster.
③ The supervision is very strict. Global store accounts must strictly abide by Amazon’s platform rules. Product images, title formats, etc. must be strictly implemented in accordance with the requirements, otherwise they will be warned.
3. Understand the advantages and disadvantages of self-registration.
(1) Advantages.
No company is required, individuals can register, and the registration cycle is relatively fast.
(2) Disadvantages.
① Low account security, store closure rate> 56% (according to official statistics), even if it is reviewed, there will be no warning or help.
② Without an account manager, it is difficult to apply for flash sales. Unless the performance of the self-registered seller’s store is very high, large sellers will receive an application invitation from Amazon, otherwise they are generally unable to participate.
③ Without an account manager, there is no official training support for ordinary seller accounts.
[Related links]
1. Currently, the sites that can be opened for “global store opening” are: the United States, Canada, Mexico, the United Kingdom, France, Germany, Italy, Spain, and Japan. Among them, the United States, Canada, and Mexico are North American joint accounts; the United Kingdom, France, Germany, Italy, and Spain are European joint accounts. A joint account means that the seller does not need to provide other information on any of the sites, and can open other sites in the joint account.
2. Whether the seller chooses to self-register or open a global store, there is not much difference in essence. The important thing is to choose the right products and operate the store carefully.