Amazon platform operating characteristics and participants overview
As an international e-commerce shopping platform, Amazon has a broad user base around the world. For merchants looking to enter this space, it’s critical to understand Amazon’s unique operating model and the types of people it attracts.
Amazon platform operation characteristics
Emphasis on products rather than stores
Amazon’s business model aims to enrich its product library by introducing products from third-party sellers while maintaining a consistent brand image across the platform. This means that although sellers can come in and sell products, they are limited in their ability to customize the appearance of their individual stores, and all listed products need to comply with the unified visual standards set by Amazon.
High threshold and strict supervision
Unlike other e-commerce platforms, Amazon has extremely strict qualification review for new companies, and only qualified companies can obtain sales permissions. In addition, Amazon has also formulated a detailed code of conduct. Any merchant who violates the regulations will face severe penalties including permanent account closure.
Focus on customer experience
Amazon has always adhered to the concept of “customer first” and is committed to creating a first-class shopping environment. To this end, the platform not only focuses on product quality and pricing rationality, but also on logistics speed and after-sales service levels.
Main groups involved in Amazon operations
In the context of globalization, Amazon has attracted sellers from all over the world to participate. These include but are not limited to local businesses in the United States, Chinese exporters, and operators from European countries such as the United Kingdom, Germany, France and other places. It is worth noting that with the promotion of the “global store” plan in recent years, Chinese sellers have occupied about 30% of the market share.
in the country, individuals or teams involved in Amazon’s cross-border e-commerce field mainly fall into the following categories:
- Traditional foreign trade practitioners: These people were originally engaged in bulk import and export business, but are now gradually transforming into retail;
- Sellers who have transferred from domestic e-commerce platforms: This group usually has rich e-commerce experience, but needs to adapt again due to differences in how domestic and foreign platforms operate;
- Corporate employees: Although many cross-border e-commerce companies’ internal operating personnel are proficient in business processes, they do not know much about account opening, payment processing and other aspects;
- Housewife: Some professional women who have worked in the field of foreign trade have temporarily quit the workplace due to childbirth, but they still maintain their interest and enthusiasm for the industry;
- Recently graduated students: The younger generation is more receptive to new things and can quickly master relevant skills;
- Newbies attracted by the profitability of cross-border e-commerce: More and more people are aware of the potential of this industry, especially in inland areas, and people are beginning to actively participate in this cause.
In short, no matter what motivations sellers have for joining Amazon, they form an integral part of this huge ecosystem.