Enhancing Brand Performance on Amazon with New Metrics
- Amazon launched new Brand Building Metrics on the “Build Your Brand” page, aimed at enhancing brand performance with measurable insights. Key features include: Branded Search Ratio, Star Rating, Brand Conversion Rate, and Repeat Customer Ratio, all presented graphically for easy comprehension of brand-building progress. Alongside, actionable recommendations are provided to improve these metrics, focusing on increasing brand awareness, consideration, conversion rates, and loyalty. Brands interested in leveraging these insights must enroll in Brand benefits through the Brand Benefit Eligibility page, ensuring access to these comprehensive tools for strategic growth.
Amazon’s New Instant Replacement Policy: Seller Concerns and Feedback
- Beginning February 12, 2024, Amazon introduced an instant replacement option for seller-fulfilled returns, specifically for items within the Prepaid Return Label program. This change allows buyers to request an immediate replacement for damaged, defective, or incorrect items. While this aims to streamline the returns process and enhance buyer satisfaction, significant concern and dissatisfaction have been voiced by sellers on Amazon forums. Key points from the seller feedback include:
- Concerns over Amazon’s control over returns and replacements, with some sellers preferring to manage these processes independently.
- Frustration with the potential for increased inconsistencies and disputes in handling SAFE-T claims.
- Worries about the policy encouraging returns fraud, with some sellers noting an increase in requests for replacements, which they feel are unjustified.
- Requests for an opt-out option, highlighting a desire for more direct communication with customers to resolve issues before proceeding to replacements.
- Criticism of the policy as favoring buyers excessively, potentially at the expense of sellers, with concerns about reimbursement processes and the impact on sellers’ operations and finances.
- Sellers express a strong preference for more autonomy in handling returns and replacements, fearing that the new policy might exacerbate issues related to returns fraud and complicate their relationship with Amazon and its customers.
- Amazon has launched a new Manage All Inventory Dashboard, currently in Beta. The new interface is interesting; more filters and dropdown menus have been introduced.
- New metric that we need to fill out in the supplement category, no way to update the listing without this information.
- New navigation was introduced for Vendor Central, the same as we have for Seller Central
- Now you can see recommendations under the business report
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