Full analysis of Amazon platform promotions, advertising and intellectual property rights

In the fierce market competition, the Amazon platform provides sellers with a variety of promotion, advertising and intellectual property protection methods to help them increase product exposure and protect their own rights and interests. This article will systematically analyze Amazon’s promotion types, advertising charging models, and intellectual property related information to help sellers better conduct market operations.

1. Types of Amazon promotions

Amazon supports a variety of promotional activities, which can effectively increase product sales. These promotions mainly include the following types:

1. Coupons: Discounts displayed for specific groups of buyers (such as Prime members, students, etc.). Amazon will charge corresponding handling fees after successful redemption.
2. Free Shipping: Buyers can enjoy free shipping when they purchase a certain amount or quantity of goods.
3. Money Off: Customers can enjoy a monetary discount when their purchases meet certain conditions.
4. Buy One Get One: After customers purchase specified products, they will receive a corresponding number of similar products as gifts.
5. Giveaway: When purchasing a product, other free items are included.

Sellers should pay attention to setting reasonable time and discount types when conducting promotions to ensure the smooth progress of the activities.

2. Amazon discount code types

In promotions, the setting of discount codes is key. Amazon’s promotional discount codes mainly include the following three types:

1. Preferred discount code (Preferential): It can be stacked with unlimited discount codes, and only one can be used.
2. Unrestricted discount code (Unrestricted): It can be used multiple times and can be stacked with a priority discount code.
3. Exclusive discount code (Exclusive): It can only be used alone and cannot be combined with other discount codes.

Sellers should choose appropriate discount code types based on promotional needs to improve promotional effects.

3. Amazon on-site advertising charging models and types

Amazon’s advertising mainly adopts the pay-per-click (CPC) model. Sellers only need to pay fees when customers click on the advertisement. The main types of advertising include:

1. Sponsored Products: Advertised on a single product basis, mainly displayed in search results and product detail pages.
2. Sponsored Brands: Allows sellers to display brand slogans and multiple products at the top of search results, helping to enhance brand image.
3. Display Ads: Flexible advertising formats placed inside and outside the Amazon site, which can achieve precise marketing.

4. Amazon Intellectual Property Protection

On the Amazon platform, the protection of intellectual property rights is crucial, including four types: patents, trademarks, copyrights and trade secrets. Sellers need to protect their intellectual property rights from unauthorized use.

The main intellectual property issues that sellers may encounter during their operations include:

• Copyright Infringement: Unauthorized use of an image by a third party.
• Trademark Infringement: It is difficult to distinguish between genuine and fake brands of competing products.
• Patent infringement: A situation in which someone else copies a patented product.

5. Amazon Inventory Management

Inventory management is an important factor affecting store operations. Amazon has specific restrictions on inventory types, including standardized sizes, superstars, and clothing and footwear. In storage management, sellers need to adjust inventory strategies based on sales and historical IPI scores to improve inventory utilization and reduce redundancy.

In summary, the Amazon platform’s diversified management of promotions, advertising, and intellectual property protection have bolstered sellers’ market competitiveness. By rationally utilizing these strategies, sellers can achieve steady improvement in efficiency.