"Amazon's front-end has undergone major changes, and sellers' pressure has increased dramatically: an in-depth analysis"

As a giant in the e-commerce field, Amazon often adjusts its rules and policies in order to consolidate its market leadership. From the display of sales, page views and high return rate labels on the front page, to changes in the search box, and the recent addition of three new product labels, every change made by Amazon inevitably affects the business strategies of sellers.

Let’s take a look at the three new product labels: Overall Pick, New Arrival Pick and Popular Brand Pick.

Amazon's official definition of "Overall Pick" is "Amazon's Choice: Overall Choice, this product has high reviews, reasonable prices, and can be shipped immediately." This definition makes some sellers think that this may be used to replace the original "Amazon Choice" label. But some sellers also speculate that this may be a label for selecting the best recommended products from a large number of "Amazon Choice" products.

When we search for a specific category, the search results will appear with the label "Overall Pick". However, when we click into the corresponding product list page, it still shows the label "Amazon Choice". At present, this new label seems to be in the testing phase.

Cross-border industry observers have already spotted the new label on products such as Dupray steam cleaning products and Anker headphones.

Every change made by Amazon undoubtedly affects the interests of countless sellers. We will pay close attention to these changes so that sellers can better adapt and respond to these challenges.

Some sellers have discovered through searches that new products that have been on the shelves for a short time will have the "New Arrival Pick" label. According to one seller's observation, his product was put on the shelves on March 21 this year, began to rank around May 20, and received the first VINE review on May 28. This product has been on the market for about a month, with an average ranking of about 30,000, and an estimated monthly sales of about 150 units. Such products are also labeled "New Arrival Pick", but it is not clear why Amazon puts this label, whether all new products have this label or whether it is determined based on the product's market performance.

Another newly added label is "Popular Brand Pick", but sellers don't seem to pay much attention to it.

Sellers speculated on the reasons why Amazon added these three new tags:

1. "Overall Pick" (which can be seen as a replacement for the original "Amazon Choice" label) may be used to mark the most popular products under specific keywords, which can consolidate the sales position of these products under the keywords and ensure that hot-selling products continue to have high sales.

2. "New Arrival Pick" may be intended to support the marketing of new products.

3. "Popular Brand Pick" may be the brand with the widest coverage and best data under specific keywords, encouraging sellers to build their brands and create a professional brand image.

Despite this, many sellers still believe that the "Best Seller" label is the most effective in attracting customers and thus obtaining more effective traffic. At the same time, some sellers are worried that the emergence of the new label may allow top brands to monopolize the market faster, and new products and non-top brands may face smaller market space.

How these new labels will affect sellers’ sales strategies and Amazon’s market landscape is worth our continued observation and reflection.

2023 is destined to be a year full of challenges and opportunities for Amazon sellers. Amazon's constantly adjusting policies and rule changes have put forward higher requirements for sellers, and at the same time sounded the alarm for them: if they want to survive in the fiercely competitive e-commerce market, boutique and quality are the key. Amazon's changes are challenges and opportunities for sellers. Only by seizing these opportunities can they go further in the e-commerce market.