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▶ Video account attention cross-border navigation As Halloween comes to an end, Black Friday, Cyber Monday and other big sales are coming non-stop. Looking back at the recent period, sellers have encountered a lot of bumps in their road to explosive sales, tripped up by obstacles such as logistics and returns. Some sellers expressed some concerns that they will "welcome" a wave of returns after Halloween.
Although it is the peak season, many sellers are experiencing ups and downs, and are experiencing the embarrassing situation of a sharp drop in traffic and sales. There are many reasons for this, which may be due to the account being downgraded by Amazon warnings, or it may be due to the product not being optimized in time, but the most headache for sellers is the negative reviews that are hard to prevent. Negative reviews are a fatal blow, and sellers’ order flow drops sharply! In the daily operation of a store, the importance and influence of reviews and feedback are self-evident. The rate of positive reviews not only affects the reputation of the store, but also affects the sales and ranking of the products. Because of this, they have also become the "culprit" of the outbreak of account suspension. Although sellers are fighting wits and courage, buyers are cunning and can easily get bad reviews even if there are no quality issues with the product. It is even harder to guard against malicious reviews from competitors. Recently, the lethality of bad reviews seems to have become even more serious, giving sellers a headache. A seller reported that after a new product of his joined the Amazon Vine program and started advertising, the traffic was at a lukewarm single-digit level at first. Later, after a Vine positive review with a picture appeared, the traffic soared rapidly. ▲ The picture comes from Zhiwubuyan However, the good times did not last long. A sudden three-star bad review brought it back to square one. Traffic dropped drastically, orders remained at zero, and the conversion rate was almost zero even after running advertising to remedy the situation. ▲ The picture comes from Zhiwubuyan There are countless similar cases. A seller successfully launched a product with great efforts. The product rating was 4.9, and the first 90 reviews were all positive. During this period, there was no illegal operation such as fake orders. The traffic was completely created by advertising. Previously, the product received two or three positive ratings every day and sales did not increase much. However, a negative rating came as a heavy blow and the score quickly dropped to 4.7. Sales were even cut in half because of a three-star rating. In addition to buyers who are difficult to cater to, competitors’ spoofs are even more severe. Some sellers focus on products in a small blue ocean category, and their products are sourced from the same manufacturer as their direct competitors. The seller repackaged the product and adopted a novel listing strategy. After three months on the shelf, the product rushed to the top 50 in the small category BS100, and sometimes ranked slightly higher than competitors. As a result, it also attracted bad reviews. In the past week, it received three consecutive bad reviews, and its sales volume was cut in half. Given that the product itself did not have many reviews, these three bad reviews were a fatal blow. No one cares about good reviews for ten years, but everyone knows about bad reviews in one day. Nowadays, the weight of bad reviews is getting higher and higher, and the negative impact on the store is much greater than the positive effect of the good reviews accumulated with great effort. If the product itself has quality problems, it is understandable, but there are also many sellers who have done a good job in product quality control but failed because of malicious bad reviews. In response to this, many sellers have worked together to provide solutions to deal with negative reviews: 1. First remove the negative review variants, add more single reviews, and dilute the negative reviews. 2. Increase advertising investment and product discounts to improve conversion rates and keyword rankings. 3. Expand the keywords of the listing and inject new traffic by reverse checking the ASIN of competing products and checking ABA. Of course, if you can contact the seller to delete the negative review, it is the most effective way. Not long ago, Amazon US announced that it would launch a new communication tool for sellers, which can contact buyers who left 1, 2 or 3 star product reviews to improve their shopping experience and resolve negative review issues. However, this function is mainly aimed at brand sellers, and there is great uncertainty as to whether it can get a response from customers and communicate smoothly. A genius " measure " to prevent correlation? The seller revealed a strange physical isolation method! The peak season promotion is in full swing, and sellers are busy preparing for it, but are also overwhelmed by various problems. However, the bumpy road to sales is not only affected by external objective factors, but also by the company's internal "shooting itself in the foot" and implementing the so-called "physical isolation" strategy. Recently, a seller revealed on the forum a "genius" measure implemented by the company's leaders, which is to use "physical isolation" to prevent stores from being linked. It was learned that due to many shady operations in the past two years, many of the company's old accounts were settled by Amazon in the cleanup operation in July and were banned. After learning this bitter lesson, the company can only engrave the five words "compliant operation" on its lungs. Since Amazon's big data will record the operating habits of operators, if an operator logs in to the backend of multiple stores through a VPS at the same time, it is easy for Amazon to capture and identify that it is the same person operating multiple stores, and thus determine that these stores are related. Therefore, the leader requires that an operator can only operate the backend of one store, and if he needs to operate other stores, he needs to find other corresponding colleagues to do it. Since the company assigns product links to different stores to operators rather than a single-person, single-store model, this also brings a lot of trouble to daily operations. The seller said that the backend of the store where he had just launched a new product has now been "isolated", and viewing the ERP advertising data requires the help of other operations agents. Not only is the communication cost high, but the data also has a certain delay, greatly reducing the store's operating efficiency. Some sellers complained about this: Such an unprecedented and fantastic idea can be said to have predicted Amazon's prediction. This wave of leadership should be in the atmosphere. One seller pointed out that Amazon does record browser fingerprints, but this is not a strong correlation factor, so there is no need to be so cautious. If this item can lead to account association, then 50% of accounts in Shenzhen have already been linked. However, some sellers believe that the boss may be too suspicious and worried that the same employee may intentionally or unintentionally generate potential or obvious related operations when operating on different accounts. Of course, no matter which level the leadership is at, it should be noted that in order to avoid the accounts being linked, sellers should use independent computers and independent networks to operate independent accounts as much as possible, avoid logging into multiple accounts on the same computer or network, and ensure the uniqueness of registration information, product information, trademarks and other content.
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