Boost Your Sales with These Top Amazon Product Listing Variation Strategies
In today's episode, I am joined by Malia Kim, Director of Presence at Avenue7Media, and James Ford-Bey, Head of Catalog at Avenue7Media, to discuss the complexities of variations, multipacks, and bundles on Amazon.
While these tactics can be beneficial for sellers, it's crucial to understand what is allowed, what is not allowed, and how to avoid potential problems with Amazon and fines from the Federal Trade Commission (FTC).
The recent lawsuit and hefty fine imposed on The Bountiful Corporation for "review hijacking" by the FTC has caused quite a stir in the Amazon seller community.
This review hijacking or variation strategy, which has been employed for years across millions of listings, suddenly became a violation of the law. Malia shares her insights on what made this case different from the average rank-boosting variation.
Additionally, we question whether Amazon holds any responsibility, considering they allow the sharing of reviews. Could this issue have been avoided if Amazon permitted variations with separate reviews for each variant?
To prevent falling into the same predicament as The Bountiful Corporation, it's vital for sellers to familiarize themselves with Amazon's Variation Policy.
Malia explains that variation relationships, also known as parent-child relationships, involve sets of products related based on attributes such as size, color, or flavor. These relationships allow buyers to compare and choose products on a single product detail page.
James, having encountered numerous TOS violations while managing catalog listings offers his expertise on how sellers can avoid such infringements. It is crucial to stay up to date with Amazon's policies, fix any incorrect listings promptly, and ensure compliance with the guidelines.
Tune in as Malia, James, and I explore the best practices to approach variations, multipacks, and bundles correctly, following Amazon's rules and guidelines and potential fines from the FTC!
Key Takeaways
- What's happening with FBA orders and performance (01:31)
- The problem with In-Stock Head Start Program (06:36)
- FTC case on review hijacking (09:05)
- How to be compliant with variation policy (12:56)
- Best practices for Amazon listing variation (15:40)
- Bundles are not part of a variation family (21:32)
- The right way to do a bundle (26:59)
- Physical vs. Virtual bundles (29:25)
Additional Resources:
- Schedule a FREE consultation with the Ave7 team
- Grab the FREE Amazon Seller Central Checklist
- Get the book “The Amazon Jungle” book by Jason Boyce
- Learn more about Avenue7Media
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Day 2 Podcast has a goal of helping Amazon sellers learn how to launch, grow and protect their brand on the world's largest online marketplace (and beyond).
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