Compared with e-commerce platforms such as AliExpress and eBay, Amazon’s characteristics are mainly reflected in the following aspects
1. Products are only sold based on pricing.
Amazon does not provide any auction model services, and products are only sold based on pricing. Its products are displayed through display, search and classification.
2. “Enter leniently and strictly control”.
Amazon adopts a management approach of “easy access and strict control”, and both individuals and businesses can open stores on its platform. Except for some categories that require sellers to meet certain conditions and apply separately to Amazon, other categories are completely open to sellers, and Amazon allows sellers to sell old or repaired goods.
Relative to entry barriers, Amazon has stricter management of sellers. Whether you are an individual seller or a corporate seller, you must comply with Amazon’s comprehensive protection terms. If the buyer’s rights are infringed, Amazon will receive full support.
3. The platform adopts a product-centered structure.
In terms of organizational structure, eBay and other domestic e-commerce open platforms are generally store-centered. Unlike Amazon, it adopts a product-centered structure. Amazon does not develop special second-level domain names for stores. The home page of most stores is a product list, in order to dilute the store and ensure a unified brand image of the Amazon platform.
In addition, Amazon also tries its best to personalize product information when displaying it, especially for some standardized products. The platform provides sellers with a unified product details page, and the page information generally follows the brand manufacturer’s specifications for the product. introduce. The unified product details page saves the workload of sellers to a great extent, and also reduces the situation where sellers use false introductions to facilitate transactions, and guides sellers to focus their energy and time on price, delivery, after-sales and other services.
4. Emphasis on product details and light on customer service consultation.
The Amazon platform does not have online customer service and encourages buyers to shop on their own. Since there is no customer service to consult, the product details page is even more important for product sales. Sellers need to make it as detailed as possible to reveal cross-item issues that buyers may be concerned about, so as to encourage buyers to make shopping decisions as soon as possible to avoid Amazon + eBay: buyers give up due to incomplete product information. Buy.
5. Pay attention to buyer feedback.
Amazon attaches great importance to buyer feedback, which includes two points: one is the product reviews, and the other is the buyer’s evaluation level of the service quality provided by the seller. In Amazon, buyer feedback and product reviews are very important, which represent whether the buyer is satisfied with the shopping experience. If there is no buyer feedback and product evaluation, it is easy to cause the seller’s account to be closed. At the same time, it is not enough if the buyer’s feedback and evaluation are too low, which will also have a negative impact on the seller’s account.