Foreign media: Attention! Amazon will no longer provide sellers with detailed information such as consumer names and addresses. Foreign media: Attention! Amazon will no longer provide sellers with detailed information such as consumer names and addresses
According to foreign media reports, Amazon will remove information including full names and addresses of consumers from the new report. This means that the difficulty for Amazon sellers to contact consumers on their own will be raised. Although self-delivery sellers can still see the full name and address information of consumers due to business needs, after the update, Amazon's main seller group (FBA sellers) will no longer be able to know this information.
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In the past, Amazon sellers could calculate sales tax based on this information, or find relevant consumers on social media platforms like Facebook based on this information, and remarket them by directly issuing coupons to them. Although the latter is strictly prohibited by Amazon, it is actually difficult for Amazon to control all sellers in this regard. Based on this, Amazon directly announced, “From April 8, 2021, the Amazon Fulfilled Shipments report will no longer provide sellers with information such as the name and street address of consumers.”
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But in fact, Amazon sellers did not have the right to know the consumer's email address before, and as early as mid-2016, Amazon no longer provided sellers with consumer phone numbers. Starting in June 2019, Amazon's data protection policy has become stricter to further restrict (sellers) access to consumers' detailed personal privacy information. Consumers’ personally identifiable information (PII), including addresses, is only allowed to be stored for 30 days, and can only be accessed under specific circumstances and it is proven that the relevant information is needed. As a result, the difficulty of running the software that processes data for sellers has also increased. Although Amazon's third-party sellers have created $300 billion in GMV for Amazon, they don't even know who they sell their products to. This is "the opposite of the independent station's profit model" and is very different. However, some foreign media said that for Amazon sellers, knowing the name and address of their consumers does not seem to have much impact on the business, and Amazon has also provided a more useful brand in its backend. Analytics to help sellers better analyze data.
In addition, as the platform side, it is understandable that platform sellers and consumers do not want to see platform sellers and consumers conduct transactions outside the platform. In the past few years, Amazon has made a lot of efforts to improve the “border sense” of its platform, except for very few Most of the sellers on the platform will not be greatly affected by the major policy adjustments, let alone the platform consumers.
Foreign media: Attention! Amazon will no longer provide sellers with detailed information such as consumer names and addresses. Foreign media: Attention! Amazon will no longer provide sellers with detailed information such as consumer names and addresses
In short, Amazon did this to let sellers know that consumers are Amazon's consumers, and Amazon hopes to continue to maintain this state. Even for reasons such as profitability and customer retention, Amazon will not want to see sellers use Amazon's consumer data to find corresponding groups on social media such as Facebook and divert sellers (independent stations). After all, with such an operation, Amazon will lose more sellers and consumers.
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