High-volume sales and a large catalog don’t protect your Amazon account
Unfortunately, the larger Amazon becomes, the less any of these factors truly help a third-party seller:
- Broad selection means nothing. Unique selection, however, is seen as a virtue. If you sell items that have a lot of other sellers on them, Amazon is not concerned about losing you as a seller. Someone else is already providing your inventory on the platform.
- Similarly, a high volume of orders or big revenue numbers don’t protect you. Amazon can get those same sales from other third-party sellers or vendors.
- Personal relationships are becoming less important as the company gets bigger. Many sellers make the mistake of believing that an “account manager” – who is really in sales at Amazon – can protect their account. That’s simply not true. These sales folks are responsible for bringing in new sellers and product selection. They do care about their accounts, since they are goal based on revenue. But they don’t have the power to make enforcement issues go away. Strategic account managers sometimes can help, but their arguments to Seller Performance must be based on facts – not your account’s size or selection.
- Amazon executives like seller-owned brands that sell exclusively on Amazon and spend money for PPC, Early Reviewer, etc. These sellers bring in sales that Amazon wouldn’t have otherwise.
- Amazon executives like sellers who bring unique products to the platform, through exclusive relationships with manufacturers, wholesalers and the like.