Seller Sessions 100 Special – Amazon Heavy Hitters (Round Table) Part3

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Amazon Heavy hitters part three with the best advice.

Worst Amazon advice [you’ve given]

More keen on go build a website and build a brand – but don’t build the brand on Amazon first
Launched 5 brands when first started and fully developing them and was a total waste of time
Audits – were inaccurate and didn’t hit the numbers back in the day but much better now
How to hack browse nodes through the flat file (back in the day) and it was bad advice as it was against ToS

Parent Child relationships is the key here
20 Products under one parent product with shared reviews but that’s being fixed by Amazon
Sellers were putting non-related products all under the same listing to share reviews
So each individual child shows its own reviews
Saw a review that a week ago had 10,000 reviews two weeks ago to just 7 now!
People were finding old or dead products with reviews and then merging them with their products for reviews
NOW: Every ASIN earns its own reviews

Would it be nice for Amazon to put a best before date on reviews? A trailing 12 months
Would this level the playing fields and give a better customer experience?
The Big Brands and Amazon Heavy Hitters may not like this as much though
If smaller guys can take a bigger share of market share from big brand Amazon heavy hitters – they might start caring and focus Amazon’s view?
Could Amazon then tell Big Brands to just advertise more?
If Amazon capped it at 500+ would the be enough, to help new innovative brands can then compete
A benefit to search results
If you do have 10k reviews – time to sell your brand if Amazon does make this change will you not lose value in your brand?

What if they ‘tailored’ the reviews so that it was profiled by user
So a tennis racket might be scored 4 stars but might also show that users that are tennis players score it only 3.1 stars

Just lose the volume and got for quality – less volume gives you a higher percentage of stars

Liran visited Amazon HQ
Amazon want to feature smaller sellers on their showcase
They filmed 16 Sellers over 2 days on their experience and their stories
The 3P API is much better than the 1P API – more vendors have the advantage to move to the 3rd Party
Amazon might use 3rd Party FBA as a contingency against Amazon going out of stock
EBC Templates rollout is a new feature he mentioned
Deal of the Day – Amazon will be doing this for Amazon
The networking is a great benefit anytime you can go to Amazon HQ

Great feedback on the engagement that interviewees receive from being on the Podcast – thanks to all our Interviewees and our great audience over the last 100 shows