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Chris McCabe returns to talk about content jacking, moving on from listing hijacking.
- How to deal with it, cope with it and defend from it
- Somebody changed the image, bullets or brand name
- Recently people have been calling Chris with people being locked out of their listing
- You need to understand how to fight back
Competitors taking you out
- Disruptive and take you our of the game
- Changing the title, brand, bullets it affects you ranking
- Some people think their listing is safe as they are brand registered, only one on there
- Sometimes they will do it to grind you down
- Some stories of competitors buying a bunch of your stock and returning them to get you black marked with Amazon
- This is now next level stuff and getting deeper into the catalogue system
- managing to convince Amazon they are the brand owner and not you
They take over your Brand
- Brand registry would be your first point of contact
- But remember it is a small team and they are not prepared for this peak in demand
- You might have to cut a ticket and escalate with the brand registry team within a day!
- Don’t give the abuser the time to be on your listing
- Reporting the seller to Marketplace Abuse (MPA) Teams
- Report it as listing violations
- Bad faith changes to the catalogue are happening
- Know how to report properly to MPA
- You need to know the other channels to poke them to get action
- Pursuing your trademark register and report them for violating your trademark and intellectual property
How is this Content Jacking being done?
- People have been using the flat files and using vendor central or vendor express
- Doing this to hundreds of listings and creating havoc
- Possibly internal help is being used to make this happen
- A really big problem for Amazon here
- Band Registry 2.0 is meant to lock down any of the fields that other people could fill
- Brand Gating is another method to look at here
How to fix it
- I called seller support about this
- I wrote to community help about this
- These are the lowest levels of help here
- To do more – Chris teaches them how to get quicker and real viable action from the Amazon teams
- Catalogue team must be underwater currently and struggling to keep the lights on – they are under siege
- Sellers have to stop going and posting your complaint publicly – toughen up and figure out how to get action taken
- Sellers with their listing taken over now don’t know what’s going on – this is a super new attack vector
- It might be happening to you If you notice your brand name has changed
- Some might be more subtle that take 2-3 weeks to resolve the problem
- In the meantime the competitor has gained rank and sales from you
- Don’t use traditional methods to fix a non-traditional problem
Escalate it
- If your title is changed to take the brand name out – you won’t know what’s happening
- Seller Support have no idea and don’t know what to tell you
- Try and get to the Catalogue team and hope you get someone good
- You will change the listing back yourself to be able to fix it
- Some sellers don’t have the right triggers in to be able to change their listing back
- Is there any way that Amazon can lock down the listing?
- Only by getting a friendly account manager on the inside to talk to the catalogue team and get it locked down for you from the inside
- Catalogue team don’t understand intellectual property or trademark infringement
- They are taking advantage of how ill in formed Amazon teams are
Amazon taking too long to respond
- Chris is getting lots of calls about why Amazon is taking so long to respond
- If it’s taken 7 days though, then maybe you should consider escalating the call
- Some sellers have spammed them to hell and are now ‘final worded’ on their tickets
- Queue levels fluctuate depending on how many people are working that hour
- Depends what is happening – if a lot of suspensions have happened then Amazon teams might be super slow responding due to work load
Suspensions
- What is the ratio between listing and account suspensions?
- We all know about inauthentic versus account suspensions
- Listing suspensions are omni-present
- Account suspensions are different in terms of volumes happening
- People weren’t meant to get a second chance on suspensions
- However Amazon would have lost out on commission earning sellers if this rule had stayed rigid
- If you’ve had multiple suspensions then you have to consider yourself to be in the last chance saloon
Product Review abuse
- Product review abuse is on the rise too
- Review aggregation is happening
- The parent child separation problem is being aired
- Hundreds of legitimate reviews being deleted
- Competitors are attacking established sellers reviews and spreading false claims against legitimate suppliers
- Seems like potentially internal people in Amazon are working against the system from the inside too
