The Fulfillment by Amazon (FBA) service provides convenience and efficiency for cross-border e-commerce sellers, however, the problem of follow-selling is a common challenge. In this article, we will discuss the phenomenon of follow-selling on Amazon FBA and how to deal with and protect brands from follow-selling.
1. What is follow-selling?
On the Amazon platform, follow-selling refers to other sellers selling the same or similar products as the product on the same product page. In this case, the price, logistics method and service of different sellers may be different.
2. The problem and impact of follow-selling.
Price war: Follow-selling may lead to price wars, and different sellers continue to lower prices in order to compete for sales, which may reduce the profit margin and brand value of the product.
Damage to product reputation: Follow-selling may provide low-quality, counterfeit and shoddy products, which may bring negative experiences to consumers and damage brand reputation.
Decrease in sales: If the follow-selling offers more competitive prices or better services, consumers may turn to buy the follow-selling products, resulting in a decrease in sales.
3. Strategies for dealing with and protecting brands.
Build brand awareness: Building strong brand awareness can increase consumer trust and loyalty to your product. Establish your brand image through branding, marketing, and providing unique value propositions.
Optimize product pages: Create clear, detailed product pages, including high-quality product images, accurate descriptions, and excellent customer reviews. This can increase the appeal of your products and make consumers more inclined to buy your products.
Work with Amazon: Establish a partnership with Amazon and participate in brand registration and brand protection programs. This can provide additional protection measures to help identify and stop hijackers and take necessary legal measures to protect brand rights.
Monitor and report: Regularly monitor product pages to detect the presence of any hijackers. If infringement is found, submit complaints and reports to Amazon in a timely manner and provide relevant evidence and information.
Communicate with hijackers: Sometimes, hijackers may be misunderstandings or unintentional infringements. After discovering hijackers, try to communicate with them and explain the brand rights and uniqueness of the product.
Strengthen product differentiation: Increase product differentiation through innovative designs, patent protection, etc., and reduce the possibility of other sellers imitating and hijacking.
Quality Control and After-Sales Service: Provide high-quality products and excellent after-sales service to meet consumer needs and build a loyal customer base.
Conclusion: The problem of follow-selling on Amazon FBA is a common challenge for cross-border e-commerce sellers. However, by taking appropriate strategies and measures, it is possible to cope with and protect brands from the impact of follow-selling. Building brand awareness, optimizing product pages, cooperating with Amazon, monitoring and reporting, communicating with follow-sellers, strengthening product differentiation, and providing high-quality products and after-sales service are all effective ways to safeguard brand equity and maintain competitive advantage. Cross-border e-commerce sellers should pay close attention to the problem of follow-selling and take appropriate measures in a timely manner according to the situation to ensure the continued development and success of the brand.