Promotional offers and listing optimization are the two dimensions that most directly affect product conversion rates.

Recently, Amazon has made many adjustments on its pages to improve product conversion rates. As a seller, you need to pay attention to the following adjustments because they may immediately affect your store operations.

Japanese discount coupons will add new price regulations

The latest announcement from Amazon’s backend shows that starting from March 19, 2024, Amazon Japan will introduce new price requirements that apply to discount coupons.

If the price or discount of the coupon does not meet these conditions, the ASIN corresponding to the coupon will be temporarily suspended from the discount activity.

Sellers need to pay attention to this change and adjust the prices and discounts of coupons according to the new requirements to avoid affecting the normal progress of discount activities.

If the coupon's ASIN is not in the search results due to an error in the price setting, the coupon display page will display the following error message:

① Price history related issues: This ASIN does not meet the price history requirements of the coupon. The ASIN must have a sales record to activate the coupon.

② Increase discount rate: This ASIN does not meet the price requirement. The promotion price (purchaseable price - discount amount) must be lower than the past price or the most recent lowest price. To target this ASIN, increase the discount amount.

③ Minimum/maximum discount related issues: The coupon needs to have a discount rate within the range of "Lower limit % of sales price discount" to "Upper limit % of sales price discount" corresponding to the current price.

Some sellers may have questions about these changes:

For example, “Will new products no longer be able to have coupons?” or “Does it require sales records to set coupons below the lowest price?”

Zhaodanmao will explain this policy in detail to sellers:

1. The historical selling price is determined by the 90-day median price paid by buyers for the product on Amazon (excluding certain promotional prices).

If there are no orders for a new product, you cannot issue a coupon because there is no historical selling price. This is similar to not being able to set up Prime exclusive discounts because there is no reference price.

2. The promotional price (purchase price - discount value) must be lower than the historical selling price, that is, the lowest price in the last 30 days.

The implementation of this policy will change the way coupons have long been used; for example, if a new product sells for $100 and a 20% coupon is set a few days after the sale, the system is likely to use $80 as a reference price. If a coupon is set later, the discounted price must be less than $80.

3. The discount range has changed. Each site has different requirements. The lowest site can set a 1% coupon.

Recently, a seller found that Amazon has launched a new feature when listing - Generate Product Information Content. It is understood that this feature can generate product names, descriptions and key points based on brief input.

For example, for products such as mobile phone cases, Amazon can automatically generate titles, selling points, descriptions, etc. by simply entering keywords or providing pictures. If the seller is not satisfied with the generated content, they can refresh and regenerate the content.

This feature makes it easier for sellers who sell a wide range of products to create listings. For sellers who pursue high-quality products, this can also serve as a reference for providing copywriting.

Some sellers who tested this feature on the US site think that this feature is indeed useful, but there are some bugs. Sometimes other people's listings are written in, and they also carry other people's brand information. Therefore, when using this feature, you need to check it multiple times to avoid infringement issues.

In addition, some sellers said that although this function is very useful, they still need to carefully check the keywords, determine which keywords to promote, and embed the keywords correctly. In their opinion, this function of Amazon is similar to that of ChatGPT.

This feature undoubtedly makes it easier for sellers to create listings. However, as mentioned earlier, no matter how good the listing generated by the tool is, the final result still depends on the accuracy of the operator.

Therefore, tools can simplify processes, but they cannot completely replace the role of people. People who use tools can replace you, but the tools themselves cannot.

It is reported that this function is currently being tested on the US site. Sellers on the US site can try it out to see how it works.