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The increasingly fierce competition in the cross-border e-commerce industry seems to be urging Amazon to change. Amazon's front page has been redesigned again It is learned that recently, many sellers have discovered that after the review display changed not long ago, Amazon's product details page has also been revised. On the computer side, the product's "five-point description" is all hidden under "About this item" . If you want to view further details, you need to click the arrow button on the right to expand it. ▲ The picture comes from Zhiwubuyan On the mobile side, most of the five-point description under "About this item" is also folded , and basically only the first point is fully displayed. If you want to view all five points of description, you need to click "See more". ▲ The picture comes from Zhiwubuyan In response to this, a seller opened a case to inquire about this change, but only received the reply that "the system will often automatically update the layout . " As we all know, the five-point description of a product is an important area for sellers to showcase product highlights and additional features. This sudden revision by Amazon will undoubtedly have a significant impact on many sellers. Therefore, once the news was released, it caused heated discussions in the cross-border circle: "The five points I worked so hard to write were folded just like that?" “The five-point description is not folded, but is placed in the A+ section. Will it affect the keyword weight ranking?” "Does this mean that 5 o'clock is not that important anymore? Amazon has been updating its website frequently recently. Is it planning to make another move?" Most sellers were caught off guard and dissatisfied with Amazon's revision. As of press time, sellers in the United States, the United Kingdom and other sites have experienced the above situation, but only in some categories. It can be inferred that Amazon's revision is still in the testing stage and there may be changes in the future, so we will continue to pay attention. In addition, it is worth noting that Amazon’s frequent revisions in recent times have also made “Amazon’s algorithm is undergoing major changes” a hot topic in the cross-border circle. Amazon may downgrade old links Not long ago, it was mentioned in the article "Amazon's front-end search has been revised again, which may be beneficial for sellers to launch new products!" that Amazon has adjusted the review display on the front-end, and the display of the number of reviews has "accidentally disappeared" during this period.
At that time, many sellers speculated that Amazon wanted to use this feature to favor new products and reduce the weight of old links. At the same time, Amazon's AI review summary function has also begun to be implemented on a small scale. Recently, some sellers have observed that Amazon has added a new section to some product detail pages: Customers say . In this section, Amazon uses AI to summarize and analyze product reviews and automatically summarizes the pros and cons of the product. Many sellers believe that this section can help buyers make decisions quickly and help sellers quickly iterate products. It is a good revision and adjustment, but it also seems to favor sellers who promote new products. ▲ The picture comes from Zhiwubuyan In addition, earlier revisions such as QA folding, reduction of own-brands, and changes in ABA word rankings seem to have sent a signal to Amazon sellers: Amazon is upgrading its algorithm and the requirements for operations will change. Many sellers analyzed that there are three main factors that prompted Amazon to make a series of revisions: First, Amazon wants to retain more buyers by improving their shopping experience . Second, Amazon also wants to attract more new sellers to join the platform, thus reducing the difficulty of launching new ones . Finally, the external competitive pressure from the rapid growth of Temu and TikTok has also made Amazon worry about "rowing against the current, if you don't advance, you will retreat", forcing it to change. It is worth mentioning that this series of revisions is actually a "double-edged sword" for sellers. On the one hand, the growth opportunities for new products on the platform have indeed become greater , and for sellers who focus on products, these revisions are undoubtedly more conducive to the sales of their high-quality products ; On the other hand, adhering to the principle of "one rises while the other falls", Amazon wants to increase the liquidity of new products, and it is very likely to downgrade the old links . Under this trend, the moat of the old links may be eliminated. Not only that, the outpouring of new products also means that advertising competition will increase and advertising costs will further increase. At that time, doing a good job of advertising operations and controlling advertising budgets may become the key. Therefore, while some sellers are cheering for the greater room for growth of new products, some other sellers say that Amazon’s recent operations are aimed at better “using the chopping block to control the fish”: by expanding the fish pond and introducing a competitive mechanism, the pond owner will have greater profits; as for the fish, they still cannot escape the fate of being used as a tool. However, as of now, the above-mentioned revisions of Amazon are still in the testing stage, and it is still unclear what form they will take in the end. Amazon sellers do not need to worry too much about the above series of adjustments . As the saying goes, "When enemies come, we will fight them with soldiers; when water comes, we will block it with earth." Only by adapting to platform changes and making timely adjustments, and building product moats, can they stand a better chance of standing out in the overseas competition.
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