Valuable things require a little TLC for a lasting lifespan - and that’s no different when it comes to your Account Health. If you’ve been a seller for even just a short while, you’ll realize fairly quickly all of the different aspects there are to manage it efficiently. The various departments from accounting, logistics, inventory, and marketing can suddenly become overwhelming, and if it gets too out of hand, something is bound to get affected
This is where your Account Health comes to play. Your Account Health is the gauge that monitors different metrics throughout your account and lets you know how well (or poorly) your overall operations are running on Amazon. The levels that determine the good, the bad, and the ugly favor the Amazon customer - and that’s no surprise seeing as in the end, we are all looking for the same thing, a happy, shopping, shopper.
So, what does Amazon consider healthy?
There are many metrics that Amazon examines your account for. We've found that these are the most prominent in influencing your account health.
Not on Target?
Amazon won’t bite before giving you a warning first, so keep your eyes peeled for performance notification and stay on top of your metrics. If you do slip up, expect to submit a Plan of Action (POA). This is Amazon’s way of allowing the seller to redeem themselves by understanding the violation and addressing it. At this point, Amazon can either approve or deny your POA. If approved, go on, you’ve dodged a bullet. If not, it can result in suspension or account removal.
The Lesson of the Story
‘Critical’ or ‘At Risk’ ratings give you less room to resolve an issue and can result in deactivation - which is the last place anybody wants to be. Manage your account health to avoid future flare-ups. While you’re in the position to be able to take control of your account metrics, you should ensure that your deemed ‘Good’ by Amazon standards. Stay alert for performance notifications and stay ahead of the maintenance altogether.
THIS WEEK'S BITES
April 5, 2021, you will be required to provide the carrier name (that is, the carrier-code field) when you confirm shipments via bulk feeds, APIs, or integrators. Some of the commonly used carrier names are USPS, UPS, and FedEx.
May 3, 2021, Amazon will validate tracking details (including the carrier name and tracking ID) for all seller-fulfilled orders and show warnings for invalid tracking details.
May 31, 2021 - Sellers who continue to use a bank account from a non-participating PSP after this date will be subject to an extended disbursement reserve period of up to 21 days after the latest estimated delivery date.
July 15, 2021 - Amazon will stop disbursements to sellers using non-participating PSPs until they switch to a participating PSP or use a bank account directly issued by a deposit-taking bank
NEW ON AMAZON
It's 2021, and Amazon has released A/B Testing for sellers to use on their listing page's main image. Incredible? Yes. About time? Definitely. By now, I'm sure we'll all know how crucial it is to have highly optimized photos on your detail page. 87% of customers have reported having bought a product immediately after scrolling through Amazon product images which is only one indication that the opportunity to sell more with a winning image is high.
Amazon has a built-in algorithm that ranks products based on how it is perceived and level of engagement. Because of that, making sure that your main image is the very best has incredible perks. A/B testing allows you to determine which of the 2 main images are performing better and lets you know the results. Based on this, you can select the better image and reap the benefits to come.
Using the A/B Testing Feature
This split testing feature is available only to Registered Brand Owners, so if you haven't done that yet, this is your calling.
*Keep in mind that this feature is only available to products that meet minimum traffic requirements*
If you're eligible for A/B Testing, don't miss out on this fantastic tool. The value of knowing which of the 2 images are performing better is a great way to optimize your listing and increase the chance for a sale.
TRENDS TO FOLLOW
Brand Registry has been available for Amazon sellers for quite some time now; however, there are rising concerns in the seller community, making this feature more of a necessity than an option. It's no doubt that the rate of Amazon sellers growing on this platform is rising very quickly. E-commerce has grown tremendously in the last year, and competition is getting tight, so how do you stand out and protect yourself?
A 2020 JungleScout study found that several concerns were shared among many sellers. Among them were the following:
Becoming Brand Registered does not guarantee protection from these issues; however, it does put you in a better position to manage them. This, among other reasons, are why Brand Registry is such an excellent idea for your brand.
Benefits of Becoming Brand Registered
Protect your Brand: This is one of the main reasons why any seller would want to become brand registered. If you are a legitimate brand with a registered trademark, you understand the need to protect your brand at all costs. When you are brand registered, you have the upper hand in resolving listing issues, dealing with marketplace violations, escalating submitted cases, and submitting IP infringement claims. A dedicated internal team becomes available to you, and life gets a little bit easier.
A+ Content: When you are brand registered, you can use A+ Content, and that's a whole other level of enhancing your product page. With A+ Content, you can add more photos, text and get creative. This can help you stand out better among the sea of competitors and give your listing a great look.
Customer Engagement: Enhance the customer experience by building an Amazon storefront. Like any e-commerce store, you want to style it in your brand's design and optimize it for the user experience. Here you are more liberal with the store's layout and design than the typical detail page while looking professional and legitimate.
Sponsored Brand Ads: Draw more attention to your brand with Sponsored Brand Ads. These ads allow you to use custom messaging to promote your entire storefront, giving more visibility to not only 1 product but also your whole catalog.
Ready to jump on board?
Ensure that you review the requirements you need in each marketplace that you want to enroll in and try to send everything on the first go. Once this is done, the process takes about two weeks to get approved, and you're good to go!
Inventory on Amazon is the lifeline to your account. Without any merchandise, your storefront becomes an empty shell of an account, and nobody wants that. Ensure that you are always aware of your inventory status. Analyze your sell-through rate, and forecast strategically. This will keep you from going out of stock or having too much inventory, resulting in high-rising fees.