How does amazon store apply for Brand Registry?

It is estimated that the first reaction of the seller when he hears the word “brand registration” will ask: Isn’t this the Amazon brand registry? That is, when you get the certificate after registering the trademark, you can apply for the Amazon brand registry. After the brand is filed, the seller can apply for the GCID exemption, upload the listing without UPC or EAN code, and lodge a complaint righteously after listing hijacking, however, that’s not what the brand registration means here.


What is Amazon Brand Registry?

Brand registry can be understood as that the seller who has applied for brand registry can authorize third-party sellers to sell the products of his own brand through Amazon brand registration. Of course, it is OK if the third-party sellers want to buy products under your brand without registration, as long as the brand owner does not complain.

But there are always accidents. Let me tell you a painful lesson from my own experience. Once my store 1 applied for brand registry, my store 2 directly put the products of my store 1 brand on the shelves, the products appeared on the home page of the category and quantity of the orders was also guaranteed. But one day, Amazon suddenly removed my products from the shelves, and it was useless no matter how to appeal. At this time, we had to move the warehouse, change the label and put them on the shelves again.


Authorizing other stores through brand registration and allowing them to sell your brand’s products will not cause this problem. So how do you apply for brand registration?

The brand owner is required to perform Add a role in his seller background. The operation is as follows:


1. Go to and click on the top right corner of the page to log in as shown below.

2. Choose a country, I take the United States as an example.

3. Fill in the basic information, complete the phone verification, get and fill in the verification code, and then click Create Account.

4. You may be confused after entering the background of brand registration— the interface is blank without any operation buttons. What? Don’t panic, click on “Help” in the top right corner.


5. After entering this interface, switch to English, click on Brand Registry Support at support point.

6. Enter the Contact Us Overview page and click “Brand Registry support team”.

7. Then enter the “Brand registry support” Open cases interface and “select update role or add new user to account” in the drop-down box of “update your brand profile”.

8. Then you will enter the following interface.


Before filling in the content at the top of the interface, we need to pay attention: if you want to update the role for the user account of the brand in the brand registry, please use this form.

You must be the first person to register the brand or have been designated as the brand’s administrator to submit this request.


Select one or more roles to assign to each user account in Brand Registry.

1. Administrator: an individual with full authority to assign roles to user accounts.


2. Rights Holder: refers to the right holder or the employee who has the right to report infringement.


3. Registration agent: the third party authorized by the right holder to report the infringement.


Note: Each person must create a user account and accept the terms on, and then the administrator can assign a role to that user account.


When you add roles to a user account, existing roles previously assigned to that user account are deleted for that user account if they are not included in the list of roles that you assign to the user account. Once you delete a role, all existing roles previously assigned to the user account for that brand are deleted.


9. Then, how do you fill it out?

Which would you like to do: Add, Update, or Remove a Brand Registry user account?

This is usually to add an account that requires authorization, and it is good to say that, if you do not want to authorize the account in the future, just remove it in Open cases here!

Enter the Email Address login of the Brand Registry user account: That is, enter your e-mail address.

Enter the brand(s) that this request pertains to: Enter the trademark name

Enter the role(s) that you would like the user account to have (Administrator, Rights Owner, or Registered Agent).

How to appeal an Amazon Seller suspension?

1. It is you who know best why the account was suspended. It can be summarized as follows:

Poor account performance (some customer metrics for your account, such as order defect rate, cancellation rate, late shipment rate, etc. did not meet Amazon’s requirements.)

Violate the sales policy of Amazon (selling counterfeit goods, selling fake goods, and uploading products seriously violate the rules and ignore the requirements of the platform. When the multi-account operation within the same site is associated, the sales permission of one account is removed and other accounts will also have problems).

Sell products that are prohibited by the platform

There’s a reason to close your account except for the occasional mistake of the Amazon system, so don’t ask your investment manager why close your account with an innocent look.

Make sure you know the difference between them before writing a complaint!

2. Amazon algorithm has the capacity to either capture the current mistakes or check the history.

The Flywheel theory, summarized in its famous corporate culture, shows that any experience that leads to customer dissatisfaction can be the reason for penalizing sellers.


3. The content of the e-mail appeal should be sincere and objective. Use three-paragraph structure, including the attitude of identifying problems, formulating action plans, and preventing mistakes, the attitude is very important. When sellers should not express personal anger while using written language to express their anger.

Find out the direct reason for account suspended, analyze the cause, analyze the factors leading to customer dissatisfaction, provide details and accurate data as far as possible, and do not mention the reasons unrelated to account suspended.

The seller should develop an effective improvement plan to make sure nothing similar happens in the future. This plan should be as detailed as possible, as well as targeted and operability. Do not arbitrarily apply the template.

Moreover, the seller should mention the expectation of account unfreezing and submit the corresponding store development plan. Language expression should conform to the official mail language expression habits.

4. Send the content of your appeal to Amazon

Log in to the seller account background, click Performance Notifications in the Performance button, find the notification email about your sales permission removed, open the email, click on Appeal button, click the Appeal decision button, and write your remedial action plan, click Submit to send the content of your appeal to Amazon’s Seller Performance for evaluation. Seller Performance will decide whether to restore your Amazon account seller permissions based on the content of your appeal and the severity of the removal of this sales right.


5. Keep an eye on your Email and background Notification

Amazon will reply to you within 48 hours, during this period of time, the seller must pay attention to the email reminder, Amazon may ask the seller to supplement the information on the restoration of your account.


6. Provide relevant materials as required by Amazon (providing your purchase invoice, this is very important).

How do Amazon sellers hijack and anti-hijack listings (Operations illustrated with graphics) Part II

V. How to deal with listing hijacking?

We know that listing hijacking is permitted! But when someone, knowing that their products are different from yours, still hijack your product, it is malicious.
So how to get rid of listing hijacking?

1. Contact the hijacker, and ask for the removal of the listing hijacking.

Try fair means before resorting to force. Send an email to the hijacker first, tell him or her that your products are different, and ask for a stop of the listing hijacking.

The key points of the communication:

  • You are the owner of the brand, and ask the hijacker to stop sale.
  • Emphasize that the hijacker has violated the rules of the listing hijacking of Amazon.
  • Reaffirm that the hijacker should cancel the listing hijacking within a specified time; otherwise the consequences will be on their own account.

The specific methods to contact the hijacker:

Click on the name of the hijacker’s store (you can see all the information about the hijacker on the page below)

In the upper right corner, you can see “ask a question”. Click here to contact the hijacker.

Of course, such emails will be ignored if the hijacker is tough. He or she may even threaten you in turn. At this time, we must keep calm.

3. Adjust the price

When your listing is hijacked, be aware of the shopping cart being taken away by others. If the price of the hijacker is relatively low, you must also make corresponding adjustments based on his or her price. You have no choice but to lower the price, but it is worth to keep the shopping cart. Otherwise, your loss may be greater.

3. Make a test buy order

Make an order in the hijacker’s store, mainly to further confirm the difference between your products, and collect evidence, so that when you appeal to Amazon, you are justified.
Of course, there are many black-box operations, including deliberately exchanging others’ products into different ones, and then complaining to Amazon; my personal advice is to follow the product you got as it is, write down the details (packaging, color, size, weight, accessories, etc.), and carefully look into the differences.

4. Complain to Amazon

Talking about complaining to Amazon, there are also tactics. You can complain with the buyer’s account or with the hijacked account.

Complain with the buyer’s account:

When you receive the product and find there are indeed discrepancies from the descriptions, you can complain to Amazon that the product you got is fake or inconsistent with the descriptions, and wait for Amazon’s judgment.

Complain with the hijacked account:

  • After complaining with the buyer’s account, you need to sort out the collected information, and of course, the more comprehensive, the better.
  • Your brand registration information
  • The details you communicate with the hijacker
  • The product information and specific photos (seller ID)
  • The product details of your own product (pointing out the differences)
  • The order number of the test buy
  • The negative reviews from the customers

To submit the complaint application, follow the two methods below:

  • Complain by opening a case, and report the situation to Amazon through “Report a Violation”.
  • Complain through “Report Infringement”.

To complain through “Report Infringement”, please follow the instructions here:

First, go to the complaint page through this entrance:

Then, follow the process below:

However, this method cannot guarantee you a 100% successful complaint. It’s best to submit the complaint application in multiple ways.

VI. How to reasonably hijack a listing?

If you want to hijack a listing, please be careful. Pay attention to the details below.

Before the listing hijacking:

Do not hijack products with world-renowned brands if you do not have their authorization.
Try to hijack products with no brand.
Check whether the product you want to hijack is registered or patented on the trademark website.
Check carefully at the listing details page to see if there are any differences.If you only have one account, it’s not recommended to hijack listings. (no way to diversify the risk)
Try not to hijack the listing that has no hijackers.
Try to hijack best sellers

After the listing hijacking:

Keep an eye on the product details page of the hijacked listing to avoid the midway modification of the information, which leads to complaints due to wrong shipment.
When you receive a warning letter or information about authorization (which you do not have), please stop listing hijacking.


VII. Specific operation methods of the listing hijacking

1. Click the Sell On Amazon button below the shopping cart of the hijacked product.

2. Click the Add A Product button on Amazon backstage.

Enter the UPC, ASIN, or product titles in the search box to find the products you need to sell. Click the Sell Yours button to start the sale.

If you really want to run a business on Amazon well, listing hijacking is not necessary at all. Nothing is better than spending time and energy running your own products.
Hope you will never use or encounter the methods or dilemmas mentioned above. Harmony brings wealth!
Hope the sharing today can give you some inspiration.

How do Amazon sellers hijack and anti-hijack listings (Operations illustrated with graphics) Part I

Part I

Speaking of listing hijacking, many sellers are mixed with happiness and worries. He is very happy when he takes advantage of others’ traffics; but when competitors take advantage of his traffics in turn, he will be particularly depressed. Especially when he encounters the following tough hijackers, it really drives him to gnash the teeth in anger.

Today, let’s have a deep talk on this topic. The main points of this article are as follows:

1. What is listing hijacking?
2. What are the merits and drawbacks of listing hijacking?
3. What are the requirements of listing hijacking?
4. How to deal with malicious listing hijacking?
5. How to prevent listing hijacking?
6. How to reasonably hijack a listing?
7. What are the specific operation methods?


I. what is listing hijacking?

In short, listing hijacking is a way of selling products by sharing a listing. That is to share the same listing details page with other sellers when your product and the descriptions of the product are exactly the same with that created by others.

II. The merits and drawbacks of listing hijacking

The merits of listing hijacking:

1. Saving time and effort when uploading products

The publishing process of the products to be hijacked is very simple. You don’t need to create the listing page at all, since others have already created one. The only thing you need to do is to set the price. Then you can sell the product on Amazon, so easy.

2. Obtaining traffics quickly

With the kind of listing that has a great amount of traffics and a good sales situation, it’s very helpful for you to write off sales. This means to take advantage of others’ traffics and take away the fruit of others’ business operation to boost your own sales. This is also the main reason why so many sellers prefer listing hijacking.

The drawbacks of listing hijacking:

The biggest drawback with listing hijacking is the serious price comparison, which leads to a vicious competition! Think about it. Multiple sellers sell their products with the same listing page. In order to be relatively competitive, price war is inevitable. Low prices continue to squeeze profits, and finally only buyers are happy.
Of course, there are also some very “unusual” hijackers who set the price very high. For example, the original product is sold at $40, but the hijackers set the price at $1000. The aim is to successfully attract the attention of customers, and hopefully they begin to pay attention to other products in their shop that are cost-effective.


To sum up, the drawbacks of listing hijacking are mainly as follows:
  • Fierce price competition
  • Squeezed profits
  • Increased probability of receiving critical reviews
Risk of listing hijacking:

If you sell the same products with others, but the product details are not consistent with them, your account may be restricted or blocked once the authorized or brand registered sellers complain.

III. The requirement of listing hijacking

In order to improve the customers’ shopping experience, Amazon allows listing hijacking.
If you want to sell the same products with others in a righteous way, you must meet this requirement: you must guarantee the descriptions on the listing page of the product are exactly the same with the one you want to hijack.

Including the following points:
1. The products of both sides should be exactly the same, including brand, pictures, title, color, parameters, material, packaging, etc.
2. If the product you sell is with the same brand with others, you need first obtain the brand authorization on this platform.
3. Even if the products are identical, you should also be aware of the infringement of intellectual property rights of other sellers, such as trademarks, patent and so on.


IV. How to prevent listing hijacking?

Nobody wants to hand over their own listing to others. They may seize your market, rip off your traffics, and eventually grab your shopping cart and the listing editing right.
But Amazon itself allows listing hijacking for sellers, so how to protect yourself? How to get more speaking right when it comes to listing hijackings? Preparations before selling the product are necessary.

1. File the brand

First, apply for the registration of the trademark in the area where your Amazon site is located.
With a successful application, the brand is filed on the Amazon platform, which means you have a “protective umbrella”.
But please be aware: with the brand filing, it does not mean there will be no listing hijacking. Some bold sellers still hijack your listing. But at this point, you are justified to complain to Amazon, because you are the seller whose brand is protected.

2. Improve the product details

Of course, the brand filing may take a long time. Before the successful brand filing or for the sellers who do not apply for brand protection, you can make some adjustments on product details.


You can sell multiple products which can differentiate yours with others’, so that others cannot hijack.
Add the logo of your product on the packaging picture. On the one hand, it reminds the hijackers that the details of your product are different. On the other hand, it also helps to appeal.
Design unique packaging for your own products. Though the products are the same, if the packaging is different, the hijackers have no justice on their side.

3. Join the AE project of Amazon

Amazon Exclusives is a project launched by Amazon in 2013. It mainly helps sellers with registered brands to promote their products, which gives sellers the advantages in brand protection, independent traffic entrance on homepage, and declaration priority of activities.
One of the great benefits of this project for sellers is that no sellers are allowed to hijack listings, which means you are strictly protected by Amazon.
But to be protected needs to pay a protection fee, an extra 5% commission. Let’s do our best.

Specific application process is as follows:
Go in from this entrance:

Follow the prompts:
Another way to apply is with the help of the investment manager, which saves time and effort.

4. Join the Transparency program

This is an anti-counterfeiting project that helps track inventory data from the manufacturer to the end user, primarily to distinguish whether the product is genuine or not, and to track the date and location of the item.
If you can apply for this program, you can protect your rights and interests by carrying out infringement claims and the identification of the product authenticity.
However, this program still follows an invitation system, with the first six months free.

5. Save the information of the listing page

Many sellers are not aware of this. Sometimes, it’s really helpless if the editing right of the listing page is taken away by the hijackers and the product classification is modified. In case of this situation, we need back up some files, especially the link to your product details page and the catalogue of your product.

5 Common Pitfalls for Amazon Newbies

Amazon starters seem to get confused all the time with the platform, sometimes they can even fall into lots of pitfalls.

If you want to earn your share of the cake Amazon offered, make sure to get all the five traps straight.


1.Amazon is just one of the online players

The first thing you need to keep in mind is that Amazon is never just one of the online players, it’s “the king of online players”. Such as people plunging into Facebook to be social with each other or searching Google all the time for websites they need, Amazon is where they swarm into whenever they are thinking about shopping.

The king of online retailer earned its name according to the annual sales forecast of 10 million dollars. Amazon offers a full-service built-in trust system with all buyers’ purchase information. Amazon Prime members also enjoy a two-days fast delivery for all the Prime products. All these makes Amazon a must-developing platform for anyone who want to make a fortune through internet business.


2.It’s hard to sell on Amazon

Lots of us may considering packing and shipping goods all by sellers for internet business. However, Amazon FBA (Fulfillment by Amazon) has already solved the problem for you. With this service purchased, Amazon takes care of the most parts in delivery and customer support, freeing the retailers or sellers from troubles and time-consuming works. You just need to click on delivery while Amazon will finish the rest for you.


3.You can’t succeed with a late start

I’ve seen many success stories of new Amazon sellers during my career, including some outstanding ones who managed to make over 10 thousand sales out of a zero start. Therefore, the truth is that you might have missed many shifts of Amazon cruises before, but there are still promising ones calling at the harbor, waiting for you to boarding.


4. No more cakes are left on Amazon

There are more than 2 million sellers on Amazon. Sounds intimidating enough before we give a second thought to its scale – a world-class internet business platform with over 1 billion products globally, 20 million on its North-American site and a month view of 175 million! So, don’t worry. There are always niches left for new Amazon starters.

Take last year’s “Cyber Monday “as an example. Amazon shipped 16 million units from third-party sellers then with a up to 50% growth compared to the year earlier. As there are no signs of slowing down, we will assume the number continue to grow on the “Black Friday “this year.


5. List your products and wait for orders

You learned to list your products, upload your descriptions, now you are waiting for orders. Well, you may need to wait long. Even you find your field on Amazon, that field will not bring you gold out of nowhere. Every marketing or optimizing step is crucial. For instance, listing itself plays an essential role in improving your search ranking, so a lot of sellers will apply optimizing tools when listing their products.

Amazon newbies will fall into the above traps easily. However, upon the golden ages of Amazon nowadays, the sellers on the right track are likely to enjoy a thriving blossom in the next few years as long as “the king” retains his strength and status.

How to maximize the benefits from Amazon’s three major AD types?

Amazon offers three ads options for vendors and sellers: Product Display Ads, Sponsored Products, and Headline Search Ads. How to get the most out of these options?

In order to win the Buy Box and establish a brand, you should first be familiar with each type of advertisement and how to use it, whether you are through Seller Central, Vendor Central, or Vendor Express.


1, Product Display Ads

When you set up a display AD, you can choose to target a specific set of products. For example, if you’re selling five-blade razors, you can target other five-blade razors. This is a more targeted advertising approach, which will lead to higher conversion rates.

Interest-based advertising is much extensive. For example, you can target ads for men who want to shave. Your ads will show up to more users, but they won’t be converted to product-targeted ads.

So you can create two ads at the same time, one targeting specific products and another targeting buyer interest. You can then determine which produces the best return on investment. In this way, your display ads might appear on competitors’ product details page, usually under “other sellers on Amazon”.

Product ads can be served on competitors’ product pages. In this example, an ad for Braun razor appeared on the Philips Norelco product page.

Product display ads may also appear in search results, right AD bar or bottom of the page, as well as customer review pages and Amazon-generated marketing emails, such as follow-up and recommendations. Display ads can also appear on Amazon desktop and mobile websites and mobile apps.

As can be seen from the above, the advertiser cannot choose the exact position of the product display advertisement by himself. Ads can appear in several locations depending on the type of AD you choose.


2, Sponsored Products

Sponsored Products ads are keyword-driven through either “manual keyword targeting” or “automatic keyword targeting”, which has its own value respectively

Manual keyword targeting is similar to Google AdWords and other pay-per-click platforms. You can create a dedicated keyword list, determine the match type (extensive, phrase or precise) for each keyword, and set the bid. You can enter 000 keywords at most.

You can use Amazon’s campaign manager to monitor the effect of each keyword, adjust the bid, add and delete keywords.
Automatic targeting uses Amazon’s search shopping intelligence and search algorithms to help you find the best keywords for your ads series. This eliminates the need for manual targeting. You no longer need to control the bids for each keyword, just set the daily payout amount.

When you create sponsored product campaigns for new products, you usually start with automatic targeting. After four weeks, a search term report that is different from the regular search terms report in the Ad Manager will be generated in the ads reporting area.

This ads report provides specific keywords that consumers use to find products, and which keywords ultimately turn into sales. It will also tell you which ASIN content the customer is viewing when they click on your ads. These are high value information. You can use these keywords to optimize your product pages to generate more effective traffic.

Sponsored products usually appear in search results, on the right side of the column or at the top or bottom of the page. Sponsored Products are popular with all kinds of sellers. Such ads are easy to create and are usually approved within an hour.

3, Headline Search Ads

Headline Search Ads are keyword driven and appear at the top of the search results page. These ads are available to vendors and third-party sellers.

The appeal of this kind of ads is its flexibility. Each ad can contain up to three products, but you can link your ads to your brand page, where lists all of your products. You can test multiple ads and determine which gets the best results; build a keyword list and choose a match type: phrase, precise or extensive. Then set bids for each keyword and track the results.

A few days after advertising, you should check the bids for each keyword and set the price of the estimated win rate.

Headline Search Ads are expensive and may cost a lot in a short period time according to experience. I mainly use this kind of ads for brand building and positioning the top funnel. So you should monitor the results every day.

The cost of Headline Search Ads is growing fast


Integration and optimization

No single ads type or optimization strategy can work independently. By integrating above three types of ads, I have achieved the best overall results in Amazon and got optimized product pages. Therefore, in order to maximize sales, it is necessary to work together and adopt a three-pronged approach.

Some of the ways Amazon can clear inventory while operating

I, Take full advantage of various promotions

1. Select your listings with higher number of reviews and better rating. These products can be promoted (or Lightning Deals) first in the station, you can bundle their own similar products, how to make a specific combination depends fully on your arrangement, however, you must analyze whether the product can be sold at present, don’t make the silly mistake of promoting summer items in winter or special holiday items at random.

2. Find the celebrities of Instagram and the celebrities of the corresponding categories. Give them unlimited codes.

3. You can put some of the products that is with relatively higher value and feel more popular in the discount website for promotion. The promotional price must have a big discount, and see if you can pull up the rankings. If you can’t post on a large website because of the limited quantity of feedback, find some third party websites.

4. Apply for LD.

5. Do not adjust the price of the products in the foreground page too low. It is better to use a discount to sell at a low price. According to many sellers, the lower price, the more difficult to sell out, of course, it depends on the product.

6. Go to ebay to post second-hand product information and sell it at half price. Then deliver the products through multiple FBA channels.

7. If you have Alibaba’s international platform account, release 5-10 batch orders. The price should be low, and deliver products through multiple FBA channels.

8. Send a message to the customers who have bought in the past, telling them to buy now at 50% discount.


II, Develop a sales plan

1. Organize promotion events to send gifts: sellers can use gifts to encourage consumers to register accounts, buy other products, or participate in your social media activities. This method is very effective for long-term sales, the seller is only at the expense of the present instant sales, but for the attention of more users and consumption in the future.

2. Highlight the product as a sales promotion: in fact, the nature is the same as the physical store, consumers will see a very eye-catching “SALE” POP when they enter the store. This can also be done on Amazon. The seller highlights the product as “ON SALE” or “SPECIALLY PRICED”. If sellers can catch the attention of consumers when they visit the website, then it will attract consumers stay and check out any product they are interested in.

3, bundled sales, present free of charge: the seller may have a slow-moving product no matter how hard the seller try to sell, and these products will eventually become unsold inventory, then the seller can use it as a bundle to save costs, presenting them as Gifts, as long as the consumer purchases a certain type of product and reach a certain amount, this product can be presented in bundle.

4, Exchange sales: when a product sales speed is slow as snail, the seller can look for other sellers, to see if there is a win-win method, if they are willing to exchange sales, in this case, you should promote this product as a new inventory to improve consumer interest.

5, Have a sense of urgency to sell old inventory: you should know how to mobilize the emotions of consumers, let them think that if they miss the opportunity this time, will not be able to buy such affordable products, use some LD activities or sales countdown promotion.

6, Extend the return period: In fact, the difference between the best-selling products and the slow-moving products is very small. Buyers want to have a longer period of return, so that they can feel more secure when shopping, and they can also make them happy shopping. Therefore, extending the return period is undoubtedly a very good choice.

7, Increase credits and rewards: you can use the product points system, each purchase of certain product will get the corresponding points, later you can use the points to exchange for some free products, and many consumers prefer this form.

8. Give the product as gifts to bloggers and invite them to write comments: sellers can give products to some popular bloggers and ask them to write product comments, you may feel loss in the moment, but in fact, it is all for the future.

9. Product presence: a product that stays in the inventory all the time will definitely be forgotten by people in the end. In order to maintain the presence of the product, sellers need to put the product in the best-selling section, which can also increase the exposure of the product and increase the probability of selling out.


III. Adjust operation strategy


1.You can consider finding a local offline wholesaler. If you have this resource, you can sell the slow-moving products to them at a discount, that is, you need to transfer it to a third-party warehouse, which is troublesome sometimes. But this can recover a little loss, and if sold offline, it is also helpful to the product brand.

2. All the promotions will definitely pursue the rankings. You can mix the ads and see if the data can be saved, if you can raise the rankings, you can reduce your loss a little bit by selling some on the platform.

3. Clear the inventory with the help of Amazon’s pilot program, which allows you to clear inventory through Amazon subsidiaries in Amazon US Operations Center. This option is particularly valuable when there is no alternative, because it can help us turn “dead” inventory into capital, recovering some of the cost of inventory and clearing the inventory so we don’t have to pay for long-term storage fees.

4. Make advantage of buy box to clear inventory. Buy box has always been regarded as the guarantee of sales. When you’re ready to clear your inventory, the product’s price is bound to drop dramatically. With a proven track record, you can be a strong competitor in buy box.

Skills for Amazon sellers: 5 tips to improve seller feedback rating

How important is Seller Feedback? Authoritative data show that 84% of people believe that reviews of online products are as reliable as personal recommendations!

Successful Amazon sellers treat “pleasing customers” as their core job. After that, more than half of the online sales work have been completed. But how to improve Seller Feedback Rating?


1. Make it clear what it means to please your customers


If you want to get more 5-stars feedbacks, you must figure out what to do first, and then practice repeatedly. Because winning customer satisfaction isn’t an overnight event — qualified Amazon sellers should focus on it as a priority.


2. Timely reply and problem solving

It’s so important to be “Timely”– there is no such thing as an “off day” or “holiday” when it comes to Amazon customer issues! “Customer satisfaction” is a top priority for Amazon and, naturally, for sellers. It doesn’t mean you have to get up at 3 a.m. to reply emails, but you must make a proper response within 24 hours!


3.Take the initiative to greet customers


Here’s a grim fact: customers are more likely to give feedback when the shopping experience is poor. Because “don’t play tricks” is the bottom line of online shoppers, once they are dissatisfied, they will feel uncomfortable unless after expressing their anger, and remind other buyers to guard against you.

So, what exactly should we do?

For those customers who are very satisfied with the product, you can take the initiative to ask them to leave a comment. If you want him to write a long compliment, you should take the time to email him specifically to request a comment, highlighting their concerns, such as style, size, and material, and induce them to write accordingly.


4. Be familiar with amazon’s review policy


You will never be able to please all buyers, so you will inevitably receive negative feedback. When it happens (and it will happen), don’t just feel helpless and helpless. Just keep your eyes open and see if the buyer has made a mistake.

First, you should check if the feedback conforms to Amazon’s guidelines — if not, you can contact Amazon to delete it.

Note: “seller feedback” should not contain anything about the product, but only about the services provided by the seller! If you find a customer mistakenly fill the product review in to the seller feedback field, you should contact Amazon to delete it.

Special reminder: Amazon advocates simple and clear, so a sentence “this is a product review, please remove it” is enough, do not equivocate or waffle.

It’s worth mentioning that the benefits of FBA are also vivid on the point of Seller feedback – Amazon will bear all disputes related to transportation and packaging. So you should pay more attention to the neutral and poor comments on transportation or packaging. Once you encounter such comments, contact Amazon to delete them quickly to avoid affecting your seller rating and product sales.


5. Communicate professionally

A negative review is not always entirely frustrating, and sometimes a negative review can help you discover your weaknesses and find room for improvement.

Contact unhappy buyers proactively and ask them what they are not satisfied with. Is it because delivery time one day later than expected? Or is the product inconsistent with the description? For whatever reason, communicate politely and professionally with them and try to restore their customer experience.

Once you reverse the situation in this way, you should sincerely tell the customer that “customer service is important to us” and politely ask “whether you can consider deleting the feedback”. And tell the customer to refer to the tool template of tool4seller.

In order to ensure positive feedback and product reviews to increase steadily, you can build a manual or automated evaluation management system that can be used to automate evaluation management with tool4seller in the feedback and reviews category in the Amazon app store.

How to advertise on Amazon

Amazon Sponsored Ads searches keywords within buy information on to increase product exposure and clickthrough rate, and thereby increase conversion rates. Amazon’s in-site ads are auctioned by bidding, the winner should have the highest bids in the same category, and moreover, it is paid by clicks.

I. Where will ads appear?

1, Search results of Desktop search

Your ads will be placed on the last row of the category search results, as shown in the figure below.

2. Browsing pages in Desktop browser

Your ads will be placed at the bottom of the category browsing page, in the sidebar, as shown in the figure below.

3. Below the Product detail page.
Your ads will be placed below the relevant Product detail page.

Besides, Amazon is constantly testing and looking for more advertising locations to help sellers achieve sales improvements. The read rate, clickthrough rate, and conversion rate for all ads are also available in Sellercentral support Reports > Advertising Reports.

II, how to launch in-site ads in Amazon?

1. Go to the Seller Center, Advertising> Campaign Manager, and click Create a campaign.

2. After entering the Create a campaign page, follow the instructions to fill in the name of your campaign, your daily budget limit, and the starting date.

3. Next, let’s go to the point and choose the way to get keywords. Amazon offers you two choices: Automatic targeting (automatically generated) and Manual targeting (manually entered).

If there is no specific keyword you want to add, it is recommended to select Automatic targeting first. Just like literally, Amazon will help you to list all relevant search words directly based on your product. This method can quickly increase the click-through rate of your product.

4. Then, in order to establish the product you want to promote, you can create multiple Ad groups under a Campaign with different click budgets, the products in the same Ad group share keywords, so you can establish Ad groups according to the category. Follow the figure below, fill in the name of your group, the budget for each click, and select the product you want to advertise.

After you select products, Automatic targeting will help you find the keywords automatically, and you can save them directly.

If you choose Manual targeting, the Amazon suggested keywords will appear (as shown below), you can add them yourself.

After the Campaign is set up, it is available for buyers to click after one hour.

Please note that Buy Box in your listing is necessary to display your ads., and your ads cannot be displayed if the following warning appears.

III. How to use Sponsor Ads to optimize your Listing?

It is recommended to use Automatic targeting first when making Amazon in-site ads for the first time to observe which keywords have the highest conversion rate (go to Reports > Advertising Reports). Because some words with high search rate are not converted into sales, they usually wastes the budget. So after the test, you can set up another Ad group with Management target, only add words with high conversion rates, and increase the bid click budget to achieve the best ads conversion effect.

In addition to advertising, many sellers often do not know how to fill in 250 words search term while creating a listing. In this case, you can use the Automatic targeting function of Sponsor Ads to get the keywords provided by Amazon and optimize your Listing.

What should an amazon operator do every day? Please refer to this operations list

Are Amazon operators busy every day?

Frankly, they can be busy or not.

As a boss, when you ask your Amazon operators what they do every day, your operators may answer you as follows:
“Every morning, I would check our sales volume and sales amount, reply the emails of the day, deal with disputes, follow up the negative reviews from customers, deal with FBA shipments, select some new products, check the CPC advertising, and finish Listing optimization.”

Such a seller seems to be very hard-working and very diligent, but actually, he is either smooth without breakthrough, or the shrinking into poor sales without any growth potential
What’s the problem?

The above work is really something that Amazon should do, but if we split these contents, you will find that they are hardly “routine” and “important”.

1, Check our sales volume and sales amount

This is naturally a daily concern. The reason why we “check” is to see some of the factors behind it: what factors caused the increase in sales? Can these factors be continued? Is the increase sustainable? If the sales volume drops, what is the cause? Is it accidental or unavoidable? What countermeasures should be formulated to deal with it? And so on. If you don’t think about these questions, your daily “check” is just “look”.


2, Deal with emails and disputes

Although this is necessary for everyday operation, it does not happen every day. Even if you have an account with 500 orders daily averages, you may not have 5 emails a day, there are even fewer disputes, 5-10 minutes a day is enough to process such work, which is not a “daily” job at all.


3, Follow up the negative reviews from customers

Similar to email processing and dispute handling, sellers generally have less negative reviews. If there are a large number of negative reviews to follow up every day, this account is basically scrapped. Strictly speaking, the platform does not advocate the seller to contact the buyer in order to change reviews. The seller’s contact is for the performance of the account and the listing, however, some customers are not willing to modify the reviews, and some of negative reviews encountered are malicious attacks of the competitors, therefore, while contacting customers to modify negative reviews, sellers may add some positive reviews in an appropriate manner.


4, Handle FBA shipments

FBA shipments for the general e-commerce team are relatively fixed. When the quantity is small, they will not be busy with the delivery of goods every day. When the quantity is large, there will be a fixed delivery personnel. Therefore, an operator should be liberated from the FBA shipments. If you turn an operator into a Packer, you can imagine its performance.

5, Select new products

Selecting new products is not a daily routine for many sellers. However, if a boss asks employees to “select and release no less than 10 products per day”, I can only say that blind and messy deployment is not the topic I want to discuss right now. For Amazon sellers, the quality of creation is the king.

6, Check CPC advertising

This is the closest to the routine that Amazon operators should do. However, there is a need for detailed indicators. If you just look at how much money has been spent without thinking about the factors and logic behind the data and do not think about the optimization and adjustment of the advertisement, then such inspection is also invalid.

7, Listing optimization

If an operator regards Listing optimization as his daily job, it is a huge mistake. Listing optimization should be rhythmic, and only be made at a certain point, and in many cases changes to the Listing can only be called “adjustments.” Every adjustment to the Listing will affect the weight of the Listing. The case when the weight develops better because of the adjustment can be called “optimization”, while the case when the weight develops in the wrong direction due to your adjustment can only be called “adjustment”. Specifically, A listing whose sales volume reaches sales expectations and stable will not be adjusted, unless the listing has serious parameter errors. It is only necessary to optimize a listing when it has no sales for a long time or the sales trend has dropped sharply. However, after each optimization, you need to have an observation period of at least 3-7 days instead of adjusting every day.

Since none of the above is completely counted as a daily job, what should an Amazon operator do?


Customer service: The mail reply, disputes handling, negative reviews contact and follow-up and other customer services mentioned above are all necessary. However, it is necessary to remind that the customer service seems to be passive work, but must be active when dealing with it, it is not difficult to serve a satisfied customer, the difficulty is how to make an unsatisfied customer satisfied. This includes both the attitude of communicating with the customer and the skills in communication. In short, during providing customer service, the seller must learn to put himself in another’s shoes. If you can’t satisfy yourself with your answers, you can’t satisfy your customers either, it should be reinstated. If you don’t know how to change your position, you can’t do customer service well.


New product development: Product development means you have to look at the current situation of the market and predict market trends based on the analysis of the status quo. This analysis and forecasting does not mean that you have to choose a specific product, but new product development can cultivate sensitivity to the market, and at the same time, it is also possible to discover potential hit products.


PMC work: PMC refers to the follow-up and control of the production schedule in the production enterprise. Here, it refers to the FBA inventory sales assessment and FBA stocking delivery arrangements. An Amazon operator must arrange the delivery and delivery work according to the sales volume and inventory. Many sellers have ever experienced the embarrassing situation that the sales of the Listing created by hard work has been greatly reduced due to the out of stock. Therefore, it is very important to control the inventory according to the sales volume and arrange the delivery according to the delivery schedule.


Data analysis: Operator must learn to read data, traffic data, sales data, and advertising data. If you don’t pay attention to the traffic data, the operation will lose its foundation. If you don’t pay attention to the sales data, it will be insensitive to the changes in sales, if you don’t pay attention to advertising data, you will do not know the case of either extremely higher advertising input-output ratio, or ineffective advertisements.

And most of all, you should pay enough attention to your competitors every day: as an Amazon operator, you must find 10-20 competitors for each listing, check and analyze the competitors’ Listing status every day, and compare the analyzed data with your own operation status. What about the sales of competitors? Compare with their own, whether our sales have increased, if not, why? Do competitors have advertising, what is the internal logic of the advertising, is it more reasonable than our advertising? What are the growth status and stars of competitors’ reviews? Are they superior or inferior compared with our reviews? Are the prices of competitors more competitive than ours? There are a lot of similar problems, if the seller can find problems in the comparison, think carefully about it and make corresponding improvement, they will find that their understanding of the operation has unwittingly increased several levels and feel comfortable and skilled in operations.

Of course, if an Amazon operator is serious about doing all of this, naturally there is no so-called leisure.
If you don’t believe it, give it a try.