Amazon Operation Strategy: Q&A Optimization and Brand Protection

Amazon Q&A optimization points

1. Avoid publishing prohibited information

In Amazon’s Q&A (question and answer) section, sellers need to be careful to avoid posting the following types of prohibited information:

• Spam information, such as advertisements, competitions, website recommendations of other companies, etc.;
• Repetitive messages used to promote products;
• Information that causes buyer distress rather than solves the problem;
• Messages that encourage buyers to engage in illegal or dangerous behavior;
• Information that invades the privacy of others;
• Messages that disparage and attack others.

2. Discover buyers’ pain points

The key to whether Q&A can effectively improve the conversion rate lies in whether it can accurately capture the needs of buyers. Sellers should carefully study negative reviews from competitors and their Q&A situations to better meet consumer concerns. For example, if consumers are most concerned about a product’s silent and anti-noise function, they can ask relevant questions in the Q&A and give detailed answers.

3. Keyword implantation

Using the keyword implantation function in Q&A, you can increase the traffic entrance of the product, help increase the exposure of the product, and may have a positive impact on the ranking of certain keywords.

4. Control Q&A sorting

Sellers can adjust the Q&A order by controlling the buyer’s account or service provider. The more likes a Q&A has, the higher its ranking will be, and vice versa. Therefore, sellers should ensure that high-quality Q&As are ranked at the front, and Q&As that are not conducive to the product should be folded at the back.

Brand protection and follow-up strategy

1. Details page (Listing) follow-up selling policy

Amazon allows different sellers to share the details page of the same product. This policy is designed to encourage sellers to provide better quality and cheaper products, but it may also lead to homogeneous competition and price wars. To avoid these problems, sellers should establish their own brand and make their products unique.

2. How to prevent being followed

To prevent other sellers from following suit, the most important thing is to protect your brand. Specific steps include:

1. Register your own brand and obtain the corresponding trademark authorization letter;
2. Complete brand registration with Amazon and submit necessary information;
3. After passing the brand registration, Amazon will assign a globally unique GCID code to the seller;
4. If you find that someone is copycat, you can send a warning email first and take further action if necessary.

3. Other important concepts

• ASIN: The product number automatically generated by Amazon is unique.
• UPC/EAN: Represents product barcodes in the United States and Europe respectively.
• GCID: The global catalog number assigned to the seller by Amazon after successful brand registration.
• A+ Page: Enhanced detail page for invited brand sellers.
• A9 Algorithm: Amazon’s search engine algorithm is designed to improve user purchase conversion rates.
• Product Review (Review): It occupies a large weight in the A9 algorithm.
• Golden Shopping Cart (BuyBox): The important position in the upper right corner of the page determines the ownership of most orders.
• Best Seller Rank: Sales ranking, the smaller the number, the higher the sales volume.
• Amazon Business: A one-stop business purchasing site for corporate and institutional buyers.