Many Chinese Sellers Violate the Amazon Main Map Rule
In the past two years, especially in 2017, a large number of Chinese third-party sellers settled in the Amazon platform. It is reported that in 2015, sales of Chinese sellers on Amazon doubled, bringing the company's total revenue up 20%. Because Amazon is a data-driven enterprise, it quickly discovered that Chinese sellers were one of the factors that made it profitable. As of 2017, 62% of e-commerce sellers in China sell their products on Amazon. Data show that 25% of the 5 million third-party sellers on Amazon's platform come from China. So in the eyes of the U.S. sellers, some of Amazon's policies are biased toward Chinese sellers, putting themselves at a disadvantage. For example, Amazon have strict requirements in the clothing category, product images. On October 13, Amazon sent an email to the seller saying that by the end of the fourth quarter of 2017, the listing of products may be frozen due to the following main map issues:
• Non-white background
• Blurred, low or distorted picture
• There are any words, logos, graphics or watermarks in picture;
• The product is cropped or partially invisible in the picture;
• The picture shows multiple views, colors, and sizes of the product;
• The model pose in the picture is provocative or the model is not standing;
• The picture shows the package, brand or label;
• The body model is shown in the picture;
• The device is overused;
• The product is worn on the model.
Chinese sellers product images do not comply with the Amazon policy. in the product main map, Amazon's policies are more lenient to Chinese sellers. The picture below is a product image that Chinese sellers love to use. Although this image is very appealing to consumers, it does violate some of Amazon's main map policies, including:
• The picture must not contain unnecessary or confusing props.
• The picture must show the complete product.
• The product should not be clipped or partially visible in the picture. But the seller's product listing exist a year on the Amazon and has not been frozen. Here's another example of a policy violation. The seller's listing main map includes other products, and the seller indicates that the product received by the buyer may be different from what was purchased in bullet point:
The figure below also violates the policy:
• The product is worn on the model;
• The picture also contains accessories that are not for sale.
The same model uses a different posture, and different colors of the product were put together in the following product main map:
U.S. sellers would like to comply with the Amazon policy, however, most of the Chinese sellers have obvious violations of policy on the main page of the apparel catalog. The following main map also violates the policy:
In addition to the clothing worn on the baby, the seller wrote in the bullet points : "The product is sold by FENGYUJI sellers, shipped through the FBA for two days, can be delivered quickly. We provide high quality clothes and the best service, please do not believe Its seller. "Amazon does not allow the inclusion of shipping and seller-specific information in bullet points, which the seller clearly violates this policy.
There are sellers like to use HTML in bullet points, piling up keywords. More than 5,000 listings of the above listing's owner have violated Amazon policy, but have nearly 5,000 responses on Amazon and have been on the platform for more than a year. The listings of these Chinese sellers were undamaged, but they would immediately freeze if the U.S. sellers made the same mistake. Misleading or confusing listing is bad for consumer shopping experience. As a large number of Chinese sellers settled in the platform, consumer satisfaction has been declining. Looking at the feedback from these sellers, you find that their feedback topics are very similar:
• The product does not match the picture;
• The product is too small in size;
• The product is not issued or is released very late;
• The product that is sending the error is sent out.