Amazon's new performance indicators? Beware of your product comparison pictures violating the rules

Recently, sellers on the Amazon platform have noticed a new performance indicator: "Sales Policies and Seller Code of Conduct (Attempting to harm or insult other sellers) ", and the account status rating was determined to be [Serious] !

Performance notification received by sellers on December 27

It is reported that the sellers who received the performance notification have always been following the white hat method, that is, compliance operations. Some sellers initially suspected that this performance issue might be related to the behavior of chasing follow-up sales. However , the sellers affected this time said that they did not chase follow-up sales because the seller's link performance was poor and they were clearing inventory and did not find that they were being followed.

Afterwards, through CASE inquiry, Amazon’s reply email mentioned “not limited to adding malicious keywords or images to influence competitors…” This statement found the key to the problem.

It turned out that the seller directly used the competitor's pictures for comparison , which was the reason why the store received performance!

Amazon has clear regulations requiring sellers to provide true and accurate product information. When promoting product advantages, if sellers use negative comments such as disparaging competitors, such as directly saying that the other party's products are of poor quality or have poor functions, they are violating the platform's operating rules .

The platform hopes that sellers will demonstrate the advantages of their products in a legal and fair manner, rather than through unfair means. Such behavior may be regarded as unfair competition or abuse of platform resources, and sellers may be sanctioned by the Amazon platform, affecting the store's reputation and sales performance.

Many sellers now use this approach to highlight the advantages of their own products and show the disadvantages of other products. However, in addition to violating Amazon's rules, this approach may also face other problems:

The example of this seller is also a further reminder to sellers to be cautious when making comparison pictures and not to directly use competitor pictures for comparison, so as to avoid complaints. It is recommended that sellers avoid disparaging competitors when emphasizing the advantages of their own products to reduce risks.