Amazon Spark: “Amazon Spark is a place to discover things from people who share your interests.” A shoppable feed of stories and photos for Prime members. This seems a lot like Instagram, and possibly has some marketing potential in the long term, but adoption seems slow.
Amazon makes changes to various policies: “Amazon updated its Buyer-Seller Messaging system to allow shoppers to opt out of unsolicited emails sent from third-
party sellers.” Third-party sellers can still send critical messages through Seller Central. Don’t violate this rule – it can get sellers suspended. There seemed to be some initial concern about this, but overall it was good for both buyers and sellers. Some buyers do not want to receive unsolicited emails, and the majority of buyers appreciate a good follow-up. This lets those who don’t want to receive emails from the seller opt out. The requirement for two-step verification in 2017 is another example.
2018: Look for more rules and restrictions for 3p sellers, as Amazon continues its focus on the enhancing customer experience and sussing out dodgy sellers. Legitimate sellers will need to invest more time in keeping accurate records, receipts and documents for the products they sell – and better manage who their suppliers are. As more of Amazon ‘bots’ manage buyer complaints, there might be an increase in suspensions without valid reasons. The recently released Pre-POA option could be part of this. A way for sellers to manage warnings before they become an issue. Keep in mind, with all changes, Amazon keeps the customer in mind and what appears to be best for them – not the seller.
Also, look for more companies/agencies to add Amazon as an offering. Just like many companies grew from the needs of Google, SEO & PPC, look for a new crop of specializations from agencies.
Amazon advertising 2018: look for another big push in advertising options and ideas from Amazon. Possibilities include voice advertising via Alexa, advertising outside of the Amazon platform, and mobile advertising. Also look for enhancement and increased options for their existing advertising products, and new options related to voice search.
Sales Tax Changes/Amnesty: Sales tax has always been complicated for Amazon sellers, and in 2017 they offered amnesty for many sellers to become compliant. They also started collecting sales tax for some states. Look for this to grow in 2018.
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In 2018 Prime members may be hitting a saturation point, so look for changes. More features for a higher fee? More options for different levels? Stay tuned.
Prime Day, Black Friday, Cyber Monday and Digital Day: In 2017, according to Amazon, “sales on July 11 were higher than Black Friday or Cyber Monday 2016, “making it the biggest day ever in Amazon history.” 2017 was the 3rd Prime Day. Digital Day was December 29 – and, as the name suggests, it only applies to digital items. Last year’s numbers weren’t released, but look for Amazon to continue to create its own branded events and sales in the future.
Amazon Expansion: Amazon officially launched an operation in Australia in early December, and started selling in Brazil at the end of the month.
What do you think? Post any comments or ideas you have in the comment section below
Trish Carey has been working in marketing for over 15 years, with a background in digital and social media. She is the Partnership Director for SEMpdx, on the Education Committee for SEMPO, and the Communications Committee for the Multnomah Athletic Club. She also enjoys travel, cooking, and wine tasting. You can follow her on Twitter, LinkedIn or Google+