Amazon has a new policy.

Amazon's "Account Status Rating" function, which was tested in the United States and Canada in August, has been updated. Under the gradual tightening of Amazon's compliance policy, sellers should strictly adhere to the red line.

Updates to Amazon 's "Account Status Rating" feature

" Amazon sent you a mass email this morning about account ratings, " a seller said yesterday, and what's going on?

It is reported that many sellers have recently received emails from Amazon. The content of the emails shows that Amazon has added some functions to the seller's account status page to help sellers understand the status of their account status more clearly.

The updated part is: in addition to the original color logo, Amazon will also display the score of the account status rating with a number from 0 to 1000, so that sellers can judge the gap between the current risk and the threshold value of each risk level. The threshold is the score required for an account health rating to change from green (good) to yellow (risky) to red (poor).

Specifically, if the seller's account status rating is green (good, with a score of 200-1000), it means that the seller's account is not at risk of being deactivated; if the account status rating is yellow (risky, with a score of 100-199), it means that the account exists Risk of suspension; an account health rating in red (poor, with a score of 99 or lower) means the seller's account meets the suspension criteria or has been suspended.

There is no doubt that Amazon takes account suspension measures for accumulated violations, and the account health rating is the decisive number; and for sellers, it is also possible to clearly see the severity of each violation through this function, and Prevention and resolution of violations.

At present, the accounts of some sellers have been blocked, and the number of violation records involved by the blocked sellers ranges from 1 or 2 to as many as 30 or 100. After the account is blocked, Amazon will require the seller to appeal all the violation records of the store within a certain period of time. If the relevant information is not provided within the time specified by Amazon, Amazon will permanently deactivate the seller's account.

Sellers reacted differently to Amazon's "move".

The new features look more intuitive;

Several of our stores are 1000 points, and the operation is great;

Amazon account health is undergoing major changes, some of which have become ratings, and gg if the score is lower;

Why I don't have any performance issues, but 600 points;

See how many points are deducted for various violations;

More sellers calculate according to the default 200 points of Amazon's new account. The number of valid orders delivered in the past 180 days will add 4 points for every 200 orders. If sellers want to get full points, they need to stabilize the daily order volume at 223 single or more.

In fact, as early as the beginning of August this year, Amazon's comprehensively upgraded account status rating function has been launched to sellers, and it is the first to be launched on Amazon's US and Canadian sites, and it is planned to be promoted on global sites in 2023.

Shortly after the feature was launched, some sellers’ accounts were blocked, but Amazon didn’t deal with the account bans aggressively at that time, so that some sellers thought that Amazon was “feigning a shot”, but now it seems that Amazon’s compliance requirements have changed from Without slackening, sellers also need to be vigilant not to step on the red line.

As the peak season approaches, Amazon pushes a number of new initiatives

Regarding Amazon's updated account rating function, some industry insiders said that the approaching peak season can be said to be another warning to sellers' compliance operations. In addition to compliance warnings, promoting sales and increasing traffic has also become another highlight of Amazon in the near future.

Previously, the large drop in Amazon's storage capacity caused sellers to complain, but recently, many sellers reported that their storage capacity has begun to rise again. Some sellers said their inventory restrictions had eased on Monday, increasing by about 40%. The seller says its current inventory limit is only about 15%-20% lower than it was in August. If restrictions stay at the level of this week, they are still able to cope with the peak season.

Subsequently, many sellers said that the storage capacity has indeed increased, but the increase is generally 15% to 20%, and the increase of 40% is less. "Maybe Amazon is preparing for Black Friday and Cyber ​​Monday, so the inventory restrictions are relaxed to ensure sufficient stock. Although the current relaxation is not very large, it may increase in the later period." A seller said.

As far as the current overall feedback from sellers is concerned, the scope of this increase in storage capacity is not large. There are also some sellers who expressed concern: "It is naturally the best to increase the storage capacity slowly. I am afraid that it will fluctuate all the time. It is finally approaching the peak season. As a result, if there is no stock to sell, it will not be a big loss."

The relaxation of Amazon's inventory has made more sellers feel the nervousness of the peak season. At the same time, in order to increase the drainage effect of the platform and sellers, Amazon has also launched some new measures.

Unlike before, Amazon will allow sellers to send marketing emails to buyers and monitor the results. However, the seller's marketing emails cannot be sent at will. It needs to be sent to the specified audience through a "custom audience" tool of Amazon. If the other party does not want to receive the relevant emails, they need to unsubscribe.

It is worth noting that Amazon’s tool began testing this year. After the test is passed, it will only be temporarily open to U.S. sellers. It is unknown whether the scope will be expanded in the future. Some sellers interested in using the tool found the limited scope a bit of a letdown.

In fact, as early as the first half of this year, there was news that Amazon would allow sellers to send marketing emails to buyers, which surprised many sellers. As the seller put it: "After all, Amazon had strict rules on the interaction between buyers and sellers."

In addition to allowing sellers to send emails, in the second quarter of this year, Amazon will also allow sellers to guide consumers to their own independent sites to place orders, thereby increasing traffic, but sellers must use a feature called "BuyWithPrime" on their own independent sites. This function allows sellers to display their independent website products on Amazon, and buyers can jump to the corresponding independent website pages by clicking on the products.

In terms of checkout, buyers do not have to worry about opening a new account. It is understood that this feature allows Amazon members to use their Amazon account to clear bills and deal with goods issues.

Amazon's new marketing efforts have certainly worked hard, but sellers' reactions have been mixed. Some sellers think: "The social media advertising of the new function is managed by Amazon, and it is expensive to use it for advertising. After using it, it is found that it is the same as other platforms to attract traffic. It is no different, and the process is too complicated." Some sellers also said If these functions can also be used on the site where they are located, they are still willing to give it a try.

As always, when Amazon's new regulations and new features come out, there are always a few happy and some sad. Even if it is a measure to increase traffic, due to the difference in test time, location and monitoring effect, there will be some problems in the final practical application. the difference. However, if the function of sending marketing emails can be rolled out on more sites in the future, it will be of great help for sellers to increase the repurchase rate.