Recently, Amazon quietly released an update in the background, saying that starting from April 8, 2021, Amazon will no longer provide FBA sellers with detailed information such as buyer names and addresses.
Tighten again! Sellers will not be able to obtain customer information, what can they do to save your praise? Tighten again! Sellers will not be able to obtain customer information, what can they do to save your praise?
Seller can’t get customer information? !
Recently, Amazon quietly released an update in the background, saying that starting from April 8, 2021, Amazon will no longer provide FBA sellers with detailed information such as buyer names and addresses.
This reminder does not give the seller an advance notice, but executes it after the reminder appears, which feels a little bit of a chop first and then play it later.
Before this modification, although the seller could not see the buyer's relevant information (phone number, address, etc.) on the FBA order details page, the delivery address and other information would still be retained when the Amazon logistics delivery report was pulled in the background.
Many sellers will use this report to obtain customer information of FBA orders in batches for secondary marketing such as requests for reviews, postcards, and emails. It seems that the changes made by Amazon this time are obviously aimed at sellers' excessive marketing behavior, and provide customers with a better shopping environment and experience.
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Limitations actually have a precedent
As early as last year, Amazon’s new seller communication guide had made many restrictions on sellers’ communication:
The seller’s information exchange summary does not allow the following information:
1. Accessories other than those needed to solve the buyer's problem (such as shipping labels, invoices, custom designs)
2. Email address
3. Telephone numbers that have nothing to do with warranty, transportation suppliers, and manufacturers
4. Accessibility issues without explanatory text pointed to by the link (example explanatory text: click here to view warranty information) or images or graphics without replacement text
5. Emoticons (including emoticons)
6. Animated GIF
7. Excessive spelling errors or grammatical problems
The seller can proactively contact the seller for the following reasons:
1. Order delivery
2. Request other information required to complete the order
3. Ask questions about returns
4. Request product review and/or seller feedback (sellerfeedback)
5. Arrange the delivery of heavy or large items
6. Arrange appointments for family services
7. Confirm custom design
8. The seller needs to contact for any other reason to accept the purchase
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Contacting the seller for the following reasons is not allowed:
1. Insubstantial email content such as order confirmation and pure thanks
2. Promotions, coupon information
3. Paid invitation to review or request the seller to revise or delete content
4. Do not actively ask the buyer to cancel the order because of the return issue.
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Many restrictions, how to save the praise?
This time, the channels for obtaining customer information in the FBA have been tightened again, which instantly made it difficult for many sellers who are in the real review category. Then, under many restrictions, what channels do we have to actively invite buyers to review? ?
1. One-click request/requestreview in the background
This is a function launched by Amazon at the end of 2019. Buyers can requestreview for back-end orders. The disadvantage is that they need to order one by one, which is more cumbersome for sellers with many orders. There are corresponding plug-ins on the market that can automate this function.
2. Use creative cards
In many cases, a creative card with complete information will make a considerable part of buyers willing to spend a few minutes to express the satisfaction of the child nodes. The content of the card can include: product instructions, refund procedures, etc., and detailed after-sales information will make buyers The goodwill of the family has greatly increased.
Pay attention to the card. There is no obvious request for comment or the narrative that leads customers to other platforms is also a high-voltage line that cannot be touched.
3. After-sales email marketing
Whenever limited marketing is indispensable, contacting customers via email, asking product feedback for after-sales tracking, and leaving product links can effectively increase buyer reviews. But pay attention to the wording, too obvious paid invitations may be monitored to manipulate comments.
4. Improve service level and create a good shopping experience
A good shopping experience is the basis for buyers to give good reviews. When describing the product, the seller must be able to start from the consumer's point of view, emphasizing what kind of problem the product can solve the consumer. The picture needs to clearly show the appearance of the product to consumers. To ensure that "what you see is what you get" to the greatest extent, create a real and positive shopping experience.
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