Bezos was involved in a lawsuit and this feature of Amazon was stopped!

Amazon has never stopped innovating in terms of getting customers to spend money.

This includes the "American SnapTao" feature launched in collaboration with Snapchat, which allows social media users who love impulse buying to easily find products they encounter by chance and place orders directly.

Amazon also launched the Echo smart speaker, hoping that consumers can buy things directly by just speaking. Amazon is obviously very optimistic about this entry point, and some analysts even estimated that the market for voice shopping will reach more than 40 billion in the future.

These efforts by Amazon have been both successful and tepid, such as the Echo, which has now completely deviated from the original expectations. Instead of leading the wave of voice shopping, daily newspaper reading, weather and music playing have become the main functions of Echo.

According to data from foreign media The Information, despite the sales of 50 million Echo units since its launch, only 2% of users have ever used Echo. What's more interesting is that among the 2% of customers who have used it, more than 90% said they would not try it again.

Although most of these small attempts have received mediocre responses, today this small move that Amazon tried many years ago not only failed to become a big hit, but also brought extra trouble to my brother-in-law and even led to a lawsuit .

This function is the Dash Button that started in 2015.

What is this button for? For household necessities that need to be replenished frequently (such as laundry, spices, or paper products), you can buy a Dash Button of your favorite brand on Amazon, activate it on your phone, and bind it to a product under this brand.

For example, I have always used Crest toothpaste. After I bought the Crest Dash Button, I used my mobile phone to bind the toothpaste products I often use, and then stuck them around the sink. When I found that the toothpaste was almost used up, I could press this button to place an order directly and wait for Amazon to deliver the product to my door.

This feature, which was specially designed for patients with advanced laziness, was not as popular as expected. After customers' novelty wore off, the popularity of Dash Button quickly declined.

Such an unpopular little thing has recently attracted a lawsuit to Amazon. The Munich Regional Court in Germany ruled on the lawsuit initiated by the German Consumer Protection Organization and ordered Amazon to stop all orders from Dash Button.

It is precisely the convenience of this feature that has caused trouble for Amazon. Consumers can directly click the Dash Button to place an order, and they have no way to get any timely feedback on the price and other information of the purchased goods. In addition, Amazon reserves the right to modify the order (including quantity and product model, etc.) in the agreement of this feature. The court believes that this behavior violates local consumer protection regulations.

Amazon believes this is a suppression of innovation and said it will appeal. This is not the first lawsuit caused by Amazon's gadgets. Earlier, the smart speaker Echo was also sued for monitoring and leaking user voice data.

Although there are customers everywhere complaining about Amazon and even filing lawsuits, Amazon still does its own thing and doesn’t care. Of course, as the world’s largest company by market value, it still has the capital to be willful. If we, the third-party sellers who rely on the platform, are complained by consumers, Amazon will put on the face of “customers are God”.

In order to appease customers, Amazon is biased towards consumers in terms of complaints and even all policies. Therefore, sellers need to be very alert when handling complaints. If they are not handled properly, their performance will be seriously affected and they may even be shut down. I have prepared some tips and strategies for dealing with AZ complaints . You can scan the QR code and chat with me for consultation.

PS. If you want to join the seller discussion group, you can also private message me to let me add you to the group

Source: Cross-border Business School

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