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▶ Video account attention cross-border navigation On the eve of May Day, Amazon released its first quarter 2022 performance report, which showed that Amazon's Q1 loss was as high as 3.8 billion US dollars. Then the stock price plummeted by 14.05%, and the market value evaporated by 206.2 billion US dollars overnight , about 1.34 trillion yuan. To make matters worse, U.S. stocks have plummeted across the board in recent days, with the total value shrinking by nearly $10 trillion overnight. Amazon's stock price fell 7.56% in a row, and its market value evaporated by $96.5 billion. The lower-than-expected performance and the continuous collapse in market value all point to the development bottleneck faced by Amazon in the e-commerce market. Today, Amazon's position as the e-commerce hegemon seems to be being shaken by many up-and-coming companies. Recently, many sellers have also experienced disappointing performance, with costs doubling, order loss, and profit compression. They also need to be vigilant against platform violations. Recently, Amazon has sued a fake order company again, and a new round of compliance tests may be coming. Amazon sues fake order company again, and a large number of listings may be removed from the shelves! It is understood that according to foreign media reports, Amazon recently sued a fake order company called Extreme Rebate. It is reported that the company is located in Hong Kong, China, and is involved in creating false positive reviews, helping sellers improve product rankings and conversion rates, and making huge profits from it. Amazon filed two lawsuits against the fake order company in a Washington state court and one in Germany, accusing it of violating Washington state's consumer protection laws, interfering with Amazon's contracts with third-party sellers, and profiting from fake orders. According to an Amazon spokesperson, the fake order company involved used its own website to approach sellers and induced them to make fake orders. The company set the price of each five-star review at $2.5, and offered discounts for large numbers. When providing reviews with more than five words, photos and videos were also attached, and a full refund was provided to the seller after the order was completed. It is learned that Extreme Rebate, also known as Merchant Global Limited, mainly provides services to sellers on Amazon's sites in the United States, Europe, Japan and Canada. The company’s website outlines the “3 steps to fake orders” and notes that Amazon offers discounts of up to 100%. In addition to creating fake positive reviews, the company also offers services to attack competitors with negative reviews. According to the lawsuit, Amazon asked the court to shut down the fake order company and asked it to hand over the fake order list to find out which sellers were fraudulent. This means that the sellers involved will also be punished by Amazon, and a large number of listings are threatened with removal. Accounts that fake orders were uncovered one after another, and compliant sellers were misjudged? For many years, Amazon has been cracking down on the phenomenon of false positive reviews on the platform, severely punishing seller accounts suspected of false orders and reviews, and has repeatedly sued major false order companies lurking in the market. Previously, it was reported in the article "Fake reviews are strictly prohibited! Following the wave of account bans, Amazon has taken two companies to court!" Amazon has taken two fake order gangs named AMZTigers and TesterJob to court. AMZTigers has 62,000 buyer accounts worldwide. Its huge evaluation resources have attracted countless sellers to hire it to manipulate reviews. In May last year, Amazon was pushed to the forefront of public opinion due to the leakage of more than 13 million fake order data on the platform. The incident also became the fuel for Amazon's large-scale account ban and crackdown. Many domestic big sellers were the first to be affected, and a large number of their accounts and brands were suppressed. Last year, Amazon reportedly removed product listings for some brands selling household items such as sonic toothbrushes and hair straighteners that had requested paid reviews on private Facebook groups. After the paid review program was exposed, some well-known sellers were also implicated, and the listings of two major brands, Aukey and Mpow, were banned by Amazon. The tragedy of last year’s account suspension seems to be still fresh in people’s minds. The big sellers, led by Youkeshu, have not yet completely recovered from the sequelae of the suspension, and both revenue and net profit have plummeted. Although cross-border sellers now pay more and more attention to compliance operations based on past experience, as Amazon’s control is upgraded, some innocent sellers have also been implicated. After Amazon filed lawsuits against two fake order companies, ASGTG and Rebatest, it quickly began to delete product listings suspected of fake orders on the two platforms. However, some sellers who did not participate in fake orders found that their listings were also removed. Some sellers said that not only had they never participated in fake orders, they were not even aware of the two websites. Similar incidents have been emerging one after another. Recently, a seller reported that a link in his account was found to have fake orders, and Amazon asked him to fill in the reviewer information. However, in fact, the seller has been focusing on white hat operations and has not conducted any fake order attempts. ▲ The picture comes from Zhiwubuyan Some sellers also said that after their accounts were mistakenly identified as fake orders by Amazon, they received warning emails about ASIN flow restrictions, which reduced the exposure of their products in search results and promotional channels. ▲ The picture comes from Zhiwubuyan We learned that many sellers’ accounts have seen a decline in orders after being restricted, and their products have disappeared from the category list. Even if the links are restored to normal, they are basically dead. Amazon’s “boiling frog in warm water” approach to counteracting fake orders has effectively sanctioned illegal sellers, but it is a disaster for sellers whose compliance operations have been misjudged. From the above, it is not difficult to see that Amazon's means of combating fake reviews and countermeasures are constantly being strengthened. Sellers also need to learn from the lessons of last year's account suspension wave, keep a vigilant eye on the edge of Amazon's bottom line of suspension.
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