It's about the seller's shopping cart! Amazon's shopping cart rules have changed again!

Amazon has always played the dual role of referee and athlete, which makes sellers feel troubled, especially for Amazon's own products. The Buy Box rule is the focus of this article. Although it seems fair to all sellers, there is actually a certain degree of "traffic tilt".

Amazon is facing a class action lawsuit in the UK, alleging that Amazon's Buy Box logic favors third-party sellers who pay Amazon high storage and delivery fees or even its own products, while other sellers are treated unfairly.

Amazon chose to respond to the allegation aggressively rather than avoid the issue. In response to the regulator's investigation, Amazon proposed a series of measures to ensure that third-party sellers are treated fairly on the Amazon platform. One of the most important measures is that third-party sellers' products will enjoy the same "shopping cart" acquisition probability as Amazon's own products.

This move is highly appreciated by law enforcement agencies because it can create a good business environment where fairness and justice are the basis of competition. At the same time, it will also help consumers choose more affordable products. In addition, Amazon promises not to use market data (such as inventory levels or demand) of competitor sellers on the platform to gain unfair advantages. In order to avoid Amazon giving priority to Amazon warehousing and FBA sellers, the proposal also includes allowing third-party sellers to negotiate rates directly with Amazon delivery service providers to reduce intermediary costs.

Although these plans are only proposals and have not been fully implemented, once implemented, Amazon will no longer face a full investigation by regulators or even a fine of up to 10% of its global sales. Sellers will be the biggest beneficiaries because they will have a greater chance of getting the Buy Box.

Amazon's Buy Box is called the Golden Shopping Cart. It is located in the upper right corner of the Amazon platform homepage. It is the easiest place for buyers to find when searching for products. It is also the golden advertising position for products. As we all know, 70%-80% of sales on Amazon come from the Buy Box. This shows the huge influence of the Golden Shopping Cart.

So, what are the reasons for not getting the Buy Box?

• High-priced, low-volume products

• The performance indicators of the seller's products have not met the standards

• Incomplete product list
  
  

These are just some of the factors. The algorithm that actually determines the Buy Box winner is a complex, data-driven system that includes many factors, with the ultimate goal of helping customers match the most suitable products to generate the greatest value.

In short, the new policy introduced by Amazon is good news for sellers because it can help them get more traffic and exposure opportunities. However, in order to ensure a fair competition environment, Amazon needs to further improve its policies and regulations to prevent unfair competition and fraud. Only in a fair competition environment can sellers get better sales opportunities and form a virtuous circle. Therefore, I hope Amazon can continue to improve and optimize relevant policies to provide sellers with a more fair and transparent platform.