Although Amazon and AliExpress both have cross-border e-commerce businesses and both target small and medium-sized export sellers, the two companies have many differences in business culture, platform operation rules, etc., and each has its own unique advantages. Therefore, sellers who enter the Amazon platform for operation cannot directly copy the operation strategy of AliExpress, but need to understand the operation characteristics of Amazon and learn the operation rules of the platform to avoid unnecessary trouble.
Compared with other cross-border e-commerce platforms, Amazon’s characteristics are mainly reflected in the following three aspects.
(1) Emphasis on products and weakening stores
Amazon’s operation positioning is to include third-party sellers’ products to enrich the platform’s product library, while ensuring the unified brand image of the Amazon platform. Therefore, the platform does not give sellers too many customization options for their stores, and the products uploaded by sellers must also follow the unified image requirements of the Amazon platform.
(2) High threshold and strict requirements
Amazon will strictly review the qualifications of sellers who apply for entry, and only sellers who have passed Amazon’s screening can enter. The platform also has strict requirements for sellers’ operations and sales processes. All sellers must abide by Amazon’s service commitments to customers; if there are any violations, the sellers will be severely punished by Amazon, and may even be permanently banned.
(3) Emphasis on creating a high-quality shopping environment
Amazon’s business philosophy is customer-centric, emphasizing providing customers with a high-quality shopping experience. Therefore, it depersonalizes the sellers who enter the store and values product quality, price, delivery, and after-sales service.