What is the most important thing in Amazon? Newbie sellers must be aware of this
Starting in 2001, in addition to promoting itself as the largest network retailer, Amazon has set the " most customer – centric company" as the goal of its efforts. Since then, to build a customer – centric service-oriented enterprise has become the development direction of the Amazon. To this end, Amazon began its large-scale promotion of third party open platform ( market place ) in 2001, launched its web services in 2002 ( AWS ), launched prime in 2005, offered outsourcing logistics services to third party vendors in 2007, and implemented by Amazon ( FBA ), the predecessor of the KDP digital publishing platform digital text platform ( DTP ), which has become a comprehensive service provider over network retailers.
The opening of Amazon's third party platform has quickly attracted many sellers. So, what is the difference between the Amazon and the store in Taobao? Come on, watch it.
Re – recommendation, light advertising
Shopping has been the core function of the entire Amazon's a9 search engine ordering system. Amazon makes a very detailed arrangement of pages based on transactions and order transformation. When you search for a product, Amazon will recommend very many of the same or related products for your reference, all the recommendations to achieve the goal is to let consumers have more choices, and then through these rich choices to trigger the consumer behavior.
When you add an item to the shopping cart, the page will show the related products, the person who purchased the product, also purchased the following products, do you purchase? A simple guide, with the convergence mentality, enables consumers to buy more items, and the associated recommendation translates into more transactions.
In addition to the associated recommendation, next to each product page listing, we can easily find the top 100 ranking of this category, on the right side of the top 100 ranking, and a new hot list of recommendations, the recommendations cross each other, repeatedly stimulating the consumer to buy the desire and nerve, products appear many times, and ultimately to promote the transaction.
And for a buyer, as long as you search for a product on the Amazon, and the next time you open the Amazon, the product you once looked at will be displayed in front of you, reminding you to focus on it again, and the results are often the same for shopping, and the deal happens.
It is these repeated, cross – cutting precision recommendations, greatly enhance the user's purchase frequency and purchase quantity, of course, this naturally is the seller's desired results.
And advertising, Amazon only a simple keyword advertising, every search page, six advertising bit basic fixed appearance. Fewer ads appear, reducing the user's aversion to advertising, and it can be said that Amazon understands the psychology of users to reject advertising, and created more revenue from the deal with a more precise association recommendation.
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Heavy display, light customer service
I believe many sellers in the beginning of Amazon, will be very carefully to fill in their own store information as complete as possible, looking for a customer to consult the purchase, and at the same time to answer the customer the difficult preparation, but the results are both disappointed and happy, disappointed that there are few queries to the letter, happy is, not because no one did not ask for orders.
In the platform design, Amazon more emphasis on the display of products, and contact the seller of the page in the final, for most of the buyers, the purchase behavior is through the product page through the browse and determination, interested, directly under purchase is.
Through the product display to promote the order, through the post customer service contact to reduce the cost of communication between the buyers and sellers, Amazon is in this way, reducing the cost of customer service.
Look at the picture shopping, shopping, it is Amazon's focus on the way to build the transaction.
Heavy products, light shop
Often have the seller to ask, my shop need design decoration? Can I get a cross – mix of products in my shop? Will it give the customer a feeling of grocery store if they sell it? How do I use the method to attract customers to my shop, and then promote the second purchase and tie-in purchase to stimulate the overall sales of the store? Can I promote sales of other products in the store through a product super – low price or even a loss – loss promotion?
For such inquiries, all closely around a word: the shop. Yes, on other cross-border e-commerce platforms, such as ebay, such as Aliexpress, it is true that customers can attract customers to their own stores through various marketing practices, thereby enabling more customers to buy.
But for the Amazon platform, the concept of shops is not strong, or even the platform is consciously ignored.
For a customer, the process of shopping in Amazon is probably this, if the customer wants to buy a product, search on the Amazon home page, select the appropriate product in the search results, add to the shopping cart, and if no other products are required, pay directly, and the purchase process is completed; In the purchase of a product, if the customer wants to purchase b products at the same time, the customer's choice is often to return to the front page to search for b products, rather than to see if the seller of the sales a product also has b products.
As a result, the entire purchase experience of the customer is that Amazon has bought two products a and b, and the seller of these two products is who, the customer generally do not know, and do not care.
Such buying thinking directly leads to the flow of the seller can get most of the flow from the results of the show, very few customers will enter your shop to view. In addition to customer buying thinking, Amazon also has done a post – processing of the seller store, if the customer wants to view a seller's shop, need to be in the inconspicuous place through multiple pages to find, for ordinary buyers, the search process is not convenient.
While placing the store in the secondary position, Amazon attaches great importance to the display of quality listing. if a listing, the picture is fine, the price is appropriate, the order conversion is high, Amazon will constantly update listing according to the number of orders in a short period of time, the higher the rankings, the more orders, the more orders, the higher the ranking, and the circulation, leading to a lot of sellers pay great attention to the creation of Moldbaby.
Therefore, in the Amazon operation, must also be aware of the importance of listing, to build Moldbaby listing in the operation of the first, as for the store, temporary forget is also not thick.
Heavy customer, light seller
Customers are the fundamental development of a platform, only more customers, more loyal customers, can maintain a sustainable development of a platform, the Amazon platform.
In Amazon, the platform uses two sets of evaluation system to make customers voice to the shopping experience, make their own real expression, feedback and review, can be said that many sellers pay attention to two places, higher rating stars, means more exposure, flow and orders, and poor evaluation of stars, which means no order, and the security of account number is also at risk.
But Amazon's attention to customers is not only reflected in the evaluation system, in the course of the transaction, Amazon is doing as much as possible to simplify the transaction process, to enhance customer experience, as long as customers have any dissatisfaction with products and services, Amazon accepts unconditional refund, Amazon's high tolerance for buyers also means high standards for the seller, but this standard also allows customers to trust Amazon more, rely more on Amazon, more loyal customers, bring more orders to the seller.
In a transaction dispute, Amazon always pays attention to the customer despise the seller, but as the seller also not to be pessimistic, between the platform attention and the contempt, also has a relatively fair scale, if a dispute, the seller does have the complete reason, also can obtain the Amazon fair and equitable treatment.
Amazon attaches importance to customers, because customers bring order to Amazon, create profits, and don't forget, we also have an identity: customers of the Amazon platform, for our first identity is the Amazon platform customers, because we sell on the platform, provide a richer product choice for the platform, thereby increasing customer stickiness, so Amazon also attaches great importance to the seller's appeal and interest expression.
If you encounter unfair treatment on the Amazon, cause losses, you can actively contact Amazon customer service to claim your own interests, because we are also Amazon's customers, Amazon is also paying attention to us.
Re – recommendation, light advertising; Heavy display, light customer service; Heavy products, light shop; Heavy customer, light seller. The longer you operate on the Amazon, the easier it is to understand Amazon's ideas, and when we understand and accept these ideas, we can walk longer and do better.