December 6, 2020

When third-party sellers send buyers to other web sites, Amazon takes action to that.

By: Lesley Hensell

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This seemingly innocent diversion can be found on the product detail pages on Amazon.com. But it doesn’t stop there. Third-party sellers and private label product owners often send diversion email messages encouraging buyers to divert to a different web site to “learn more.”

What’s the problem? This is called diversion. Amazon hates it. Simply put, don’t divert buyers away from Amazon.
Don't divert

What is diversion

Firstly in Amazon’s eyes, diversion is redirecting a customer to another site where they can buy a product. For example, recently I saw a product detail page for a supplement that stated the item could be found locally with consultation from a healthcare provider. The web site provided directed you to a list of such providers that could be found.

You can see why Amazon would not like this strategy.

Secondly this reduces the product detail page to an advertisement for the product. Rather than the best source for purchasing the item. Diversion also occurs in messages between the seller and buyer. Sometimes, the seller will send a buyer to their own web site. That site is where replacement parts and accessories are available for the item they originally purchased on Amazon.

Again, this is diversion.

Whataboutism for diversion

I’ve spoken to many clients who have reasons for their diversion strategies. Like the example above about replacement parts and accessories. Sellers have told me they don’t sell these less-expensive items on Amazon.

Why not provide a good experience for customers by directing them to a place where they can find the items, they ask? Amazon will not hear this case and agree. Because they would encourage the third-party seller to find a way to sell these products on their platform.

Regardless, diverting customers to a brand’s web site is not acceptable.

And what about product packaging?

The one reasonable exception for this strategy is product packaging. It is now standard practice for a product to include a web site address for more information about the product. If you’re the owner of a private-label brand, it’s fine to include your web site address on packaging for products sold through Amazon. Even if you’re selling these same products on your web site. Don’t go crazy with “welcome Amazon customers” landing page. Or any other Amazon-specific marketing, diversion techniques on package inserts, labels or boxes.

Have other questions about selling on Amazon? Let us help! Contact Riverbend Consulting today. 877-289-1017

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