Big changes in reviews! Amazon's latest strategic layout

Amazon's official Shanghai summit just ended yesterday, and today a change appeared on the front desk of Amazon that shocked our seller communication group. The number of reviews has increased significantly, which seems to be because the product reviews of various sites have been merged together. (Sellers who want to join the group can scan the code at the end of the article to enter)

After a brief investigation, I found that not everyone can see this situation. Among the several computers I have, only one can display the changed comment page on the front end , and these comments even have address information.

Based on the current information, I will now talk to you about the content of Amazon’s quietly updated Review policy and the trends behind the changes.

Changes to the Review Policy

The most intuitive change is that the reviews of sub-site products have been merged according to regions. The main affected sites are the European site (five sub-sites in the UK, France, Germany, Italy and Spain) and the North American site (three sub-sites in the United States, Canada and Mexico).

After the merger, products with the same ASIN, that is, products listed using the synchronization function, can share all reviews. And under the review rating, it will be marked which site the review was left by.

For example, if you have a mature product on the US site, you open a Canadian site and synchronize this product there. Although all the data are consistent, they are independent in terms of reviews, etc. A mature product on the US site may have hundreds of reviews, but the Canadian site still needs to accumulate them slowly.

Now, after you sync to the Canadian site, the new listing can still display the product reviews on the US site. Later, any reviews on the Canadian site can also be displayed on the listing on the US site.

In the past two days, sellers have been reporting in our group that their reviews have been decreasing, which is probably related to the update of this Review.

Amazon has also added a "Best International Reviews" column, allowing buyers to filter reviews from different sites. It can be seen that Amazon has great ambitions for this new feature.

Unifying the reviews of various sites and launching many supporting functions is no small project. What is Amazon's purpose in doing this?

At the Amazon strategic conference that just ended yesterday, many Amazon executives confirmed Amazon's strategic goals for 2020, one of which is to advance the integration of Amazon's global sites.

In his speech, a senior executive of the European site said that the pan-European plan is just a very successful preliminary experiment conducted by Amazon in Europe. In the future, Amazon wants to unify all sites at a higher level, even including North American sites and European sites. Currently, Amazon is trying to let multiple sites jointly charge preferential fees on platform fees.

The merger of reviews in the European and North American sites seems to be a step towards the unification of global sites. In the future, even North American and European products may be merged. The fact that the Japanese site has also updated this policy is the best proof of this.

Due to the decline of the Chinese site, Amazon does not have the concept of an Asian site, so the Japanese site is currently independent and does not belong to any large site. So updating this content on the Japanese site can only be a prelude to the unification of global sites in the future.

Many buyers think that the merger is not good news. It will only make the big sellers who have accumulated a lot of reviews even more terrifying. Think about it, the big sellers in the 3C category can easily have thousands or even tens of thousands of reviews on a single site. Wouldn’t that double after the merger?

I am taking a wait-and-see attitude towards this. As we have analyzed before, Amazon has revised the display format of the front-end reviews, deliberately weakening the attribute of the number of reviews and emphasizing the rating values.

New products with high-quality products and good review ratings will also have many opportunities. The merger of site reviews is actually more beneficial to high-quality new products, as they can obtain reviews more quickly and directly from consumers in various countries.

In short, this change is just a precursor to a big unification. Whether it is good or bad depends on how Amazon takes each step. Now we sellers need to do a good job of maintaining the Review rating to cope with the possible big merger in the future. I have also collected a collection of security evaluation conditions for you at the end. Scan the QR code below to find me to get it~

PS. Students who need to join our seller communication group can also scan and private message me to add you to the group