Amazon offers an extra 10% subsidy! Is the new plan encouraging sellers to sell products outside the site?

Recently, Amazon has launched a new plan in the background to provide additional rewards to brand sellers outside the site. Qualified traffic purchases can get a rebate of 10% of sales!

After brand sellers register for this "Brand Traffic Incentive Program", they can generate their own exclusive recommendation tags. When sellers use these tags to bring traffic to Amazon from outside the site, Amazon will provide sellers with an average rebate of about 10% of sales. This rebate rate varies according to the category, and basically corresponds to the commission rate of each category. The rebate rate is high for categories with high commissions, and vice versa. There is a detailed table in the background for everyone to see. The rebate ratio corresponding to each category is marked. (If you can't find it, you can privately chat with me, WeChat ID: zyqmda). The rebate ratio for each category is about 10% on average.

In addition to consumers purchasing directly from Amazon through these channels sent by off-site sellers, Amazon will record the consumer's information as long as the consumer clicks through. Within 14 days after clicking on the seller's tag, if the consumer purchases the product, it will be counted as a valid order and will receive a bonus.

However, this bonus is not directly deposited into the balance and can be withdrawn. Instead, there is a dedicated account to record these bonuses, which can only be used to deduct the seller's sales commission. Moreover, it is not real-time. Considering the cancellation and return of orders, all bonuses will be deposited into the account about 2 months after the order is signed. When the seller deducts the sales commission, these bonuses will be deducted first. If there is any bonus left, it will be reserved for deduction when the commission is deducted next month. In short, this part of the bonus cannot be withdrawn directly.

In a sense, the Brand Traffic Incentive Program is an upgraded version of the previous Amazon Attribution Program with added rewards. Below I will tell you about the similarities between Amazon Attribution and the new Brand Traffic Incentive Program.

Amazon Attribution is essentially an off-site advertising data detection system that monitors the traffic introduced to Amazon through various off-site channels and the transaction status of this traffic through the content set by the seller. The data that can be displayed is similar to that of on-site advertising, including the number of impressions, number of clicks, number of detail page views, conversion rate, and transaction volume, etc.

Amazon Attribution has been a beta version since its launch. Brand sellers can try it for free after being invited. Now it has been integrated into the new traffic reward program. In fact, it is equivalent to encouraging the majority of Amazon sellers to actively explore more off-site traffic and guide the off-site traffic to Amazon for transactions. This is very interesting to analyze.

We mentioned before Black Friday Cyber ​​Monday that Amazon might be facing a global overall traffic bottleneck. On the one hand, consumer purchasing power is declining, and on the other hand, traffic is stagnant, which ultimately led to the failure of Black Friday Cyber ​​Monday this year.

Now Amazon has started an incentive program to encourage sellers to find traffic outside the site and feed back to Amazon. The Amazon Attribution function, which originally wanted to charge sellers, has now been opened directly for free, and sellers who bring in traffic and transactions are also given rebates. This is definitely the official confirmation of our analysis above. Amazon's traffic bottleneck is a foregone conclusion. Fortunately, the official is actively improving this problem. The new traffic reward plan is only the first step. Amazon will launch more rebates or other plans in the future to encourage sellers to find traffic outside and promote conversions, thereby activating the decline of the entire platform.