Selling on Amazon means that sellers sell the same products under the product pages created by other sellers. Selling on Amazon is essentially a sales method allowed by the Amazon platform through sharing “Listing”. Selling on Amazon is a landmark move for the Amazon platform. Amazon uses selling on Amazon to attract traffic to the platform, provide buyers with better quality and cheaper products, and facilitate buyers to find products quickly.
Amazon set the rule of selling on Amazon because it focuses on products and ignores stores. The same products between different sellers share the same product details page, which can avoid the appearance of large duplication of products and pages, bring buyers information, and promote healthy competition between sellers.
1. Advantages and disadvantages of selling on Amazon
(1) Advantages of selling on Amazon
① Products sold on Amazon are generally products with large traffic and high visibility. Selling on Amazon under such a listing can often bring high visibility and traffic to the store.
② The follow-up product is a popular product, especially after it can grab the gold shopping cart, it can obtain fast order conversion
③ The order volume increases sharply, which can dilute the ODR
(2) Disadvantages of follow-up selling
① Under the same listing, there are many sellers, and price wars are inevitable
② In order to grab the gold shopping cart, the follow-up sellers compete with low prices, resulting in a decrease in product profit margins.
③ Although follow-up selling is a sales behavior permitted by the Amazon platform, the rules and requirements are complicated. If the follow-up sellers are not careful, they may cause infringement and then be complained.
2. Rules and risks of follow-up selling
(1) Amazon follow-up selling rules
The products must be completely consistent, including the product itself, packaging, brand, gifts, functions, quantity, etc.
The follow-up product must be a product without a brand and not registered on the platform. The follow-up seller can check whether the product has a registered trademark through the brand search website.
(2) Risks of follow-selling
① If the listing is removed from the platform, the follow-selling products under it will suffer losses.
② Severe infringers may be punished by having their store closed. When a seller is punished by having his store closed, he can also file a complaint with the U.S. Customs’ Power of Attorney (POA).
③ There is a possibility of being maliciously attacked by the follow-selling seller.