Last week Amazon finally announced that this year's Prime Day will take place on July 12-13. At the same time, through the seller center message last Wednesday, Amazon used three videos and a text to clearly explain how sellers can contact customers, how sellers can get reviews, and how sellers’ after-sales cards can be expressed. Such a clear reminder seems to indicate that Amazon is preparing to take another shot at the review violations on the site. In today's article, Hui.com will provide an in-depth interpretation of what to expect from this year's Prime Day and Amazon's stated comment policy.

Part 1: Amazon faces big test on July 12-13

Perhaps it was Bezos who saw that Taobao's first Double 11 was popular in China, so he also started the first Prime Day promotion in the United States in 2015.

But unlike Taobao, the original intention of Amazon Prime Day is to attract its own Prime registered users, and this is also an indicator of the development speed of Amazon’s market every year. However, when the total number of Prime Day users peaked in 2018-2019, Amazon also began to no longer disclose the number of registered members of Prime Day, but began to use Prime Day as its own brand, market relationship, and Amazon The main promotion day for its various own brand products.

Since Amazon's promotion of Prime Day is very strong, and it is also the peak period of Amazon's platform traffic every year, third-party sellers will also get a piece of the cake from Prime Day every year.

Unlike in the past, this year Amazon chose to start Prime Day on Monday night, starting at 0:00 a.m. West Coast time on Tuesday, and continuing until 12:00 p.m. on Wednesday, a total of 48 hours. Huiwang believes that the main reason why Amazon chooses this time period is to avoid customers' enthusiasm for online purchases on Mondays after offline purchases on weekends.

I believe everyone can feel that the conversion rate of many Amazon products this year is not as high as the weekdays. Especially if you set a daily budget, you should feel that the ACoS on Sunday and Monday is often not normal. This is mainly because with the cancellation of anti-epidemic measures in the West, consumers have begun to choose to go out for shopping on weekends, and Amazon's financial reports and losses in the first and second quarters of this year show that online time is being increasingly impacted by the offline market. Therefore, Amazon puts Prime Day on Tuesday to Wednesday, which should also indicate that from the big data of Amazon's overall platform, every Tuesday and Wednesday should be the golden period for online shopping now. This will also be helpful for everyone's usual advertising.

At the same time, in addition to Amazon's large-scale advertising in various markets around the world, starting from June 21 (tomorrow), a famous American star or celebrity will be invited to share the goods on Amazon Live every day. . In order to allow more people to spend boldly, Amazon also announced that from June 28 to July 11, any Prime Day member who purchases more than $50 of goods can apply for an interest-free loan and return it in three installments. This will undoubtedly greatly stimulate the enthusiasm of consumers this year.

However, Huiwang believes that this year's Prime Day is undoubtedly a big test for Amazon, no matter how big Amazon's external momentum is. Because, the continuous losses in Q1 and Q2, as well as weak sales and market expectations, have clearly demonstrated that the offline market and Western supermarkets have begun to launch their own online platforms and online purchases. After offline pickup services, they began to counterattack and suppress Amazon's market share. .

However, the offline market seems to have become Amazon's Waterloo. Amazon's offline store, Amazon Book Store, has ceased operations less than five years after its opening, and Amazon Go's unmanned supermarket has not been rolled out on a large scale for several years. Whole Foods was launched, but it also failed to effectively integrate the supermarket with Amazon's online marketplace and other products beyond food. And this year's Prime Day is a whole week, I believe that major offline shopping malls and online platforms will also launch more vigorous promotion activities.

For a variety of reasons, Amazon's stock has fallen 35% so far this year. And Prime Day, as Amazon's proud promotion day, has focused everyone's attention!

Part 2: Evaluation of the remediation storm coming at the same time as Prime Day

On June 15, Amazon released three videos and a text. Hui.com believes that this needs to attract everyone's attention.

Because each video is in Chinese, we will not repeat it here for you. At the same time, about the comment policy, we can summarize a few points for you:

5 points of Amazon's new review policy

1. Buyers can be asked to leave comments, but only through Amazon's internal messages, emails, buyer's voice and after-sales cards

2. Reviews cannot be obtained in any incentive way, including: cash back, discounts, free gifts, etc.

3. Buyers cannot be required to modify negative reviews in any way

4. You can't leave a good comment for yourself, or ask your family to leave a good comment

5. You cannot obtain reviews from third parties

For after-sales cards, Amazon has also made clear regulations through video, which mainly include:

Amazon's new after-sales card policy 3 points

1. The after-sales card can ask the buyer to "provide an evaluation based on the experience", but it cannot be said to leave a positive review

2. After-sales cards cannot guide buyers to leave comments in an incentive way, including: cashback, discounts, free gifts, etc.

3. The after-sales card needs to be clearly stated, and all communication between buyers and sellers needs to be done through the message on Amazon

At the same time, Amazon claims that it will conduct a sample inspection of the after-sales card of the product. If it is found to violate the above policies, it will suspend the sale of the seller's product or initiate an audit of the seller's account.

If the seller believes that their packaging or after-sales card may violate the above policies, they need to contact Amazon immediately to remove the relevant inventory.

It can be said that the above policy is a further illustration of Amazon's so-called violation crackdown on reviews and after-sales cards since last year. After the announcement of the above policy, I believe that Amazon will begin to require the personnel of its FBA warehouse to report to the Amazon audit department when they find that the after-sale card is in violation during the delivery process, and review the account of the so-called illegal seller.

Part 3: Seller-related precautions and countermeasures

In response to the above explanation made by Amazon, Huiwang believes that everyone needs to pay attention to the following points:

1. Recently, it is recommended that you do not send test

2. After-sale cards that are now shipped can continue to require buyers to leave comments, but the statement must be correct. Here are a few standardized examples for you:

Invite comments to express suggestions

(1) Leave a review based on your experience

Do you like our product? Give us a Rate

(2) Seek help from customers

Every Rating Is a Huge Help for Us

(3) Gain sympathy from customers

I am a single mum fighting for life, your rating and review would be a huge help!

3. Pay special attention, Amazon now only allows you to communicate with buyers through on-site messages, and even communication through Amazon's on-site email may be regarded as a violation, so be sure to use the QR code of your seller's message link as your store identity The certificate is printed on the after-sales card with:

How to Guide Customers to Start an Amazon Messaging Conversation

(1) Have any questioin? We are here to help

(2) Need Support? Send us a Message

(3) Customer Support Is a Message Away

On the after-sales card, you also need to put the above two QR codes.

Create QR codes of 2 important pages through Huiwang Data Cube

(1) Evaluation of the Amazon order page (example from the US station):

(2) Amazon news link, click your own store with the seller account, enter the feedback page and click the Ask a Question yellow button, and copy the page link

Recently, I was shopping on Amazon and received a review card from a seller (Listing has a high rating and has risen rapidly). It seems very simple and conforms to Amazon's specifications. Here we specially made a similar template (link with I came out and shared it with everyone, hoping to help everyone to evaluate.

(Huiwang Zhiying Hui members can contact Huiwang in the group for free design and production)

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