Are Amazon's new products being treated "unequally"?

During this period, there has been a lot of buzz in the Amazon seller circle!

Many sellers have reported that their new product lists were inexplicably hidden for some reason, and this is actually closely related to Amazon’s own “magical operation”.

The new product is hidden, where does the traffic go?

According to feedback from sellers, as long as Amazon and third-party sellers sell the same product, the third-party seller’s new product list may be directly hidden.

Even if the price offered by the seller is lower than that of Amazon’s own products, it will not be given priority display unless the buyer actively clears all filtering conditions.

This operation directly caused the sellers' product exposure rate to drop sharply , and the new product traffic naturally plummeted like a cliff! From click-through rate to conversion rate, all aspects were damaged, not to mention the sales that were originally expected.

Which categories are most affected?

As far as the current situation is concerned, sellers of book products have been particularly affected. Many sellers said that Amazon's self-operated business not only keeps prices extremely low, but also lists a large number of out-of-print books and can even tolerate long delivery cycles, while other third-party sellers cannot get any traffic opportunities at all.

This series of operations has caused sellers to have deep doubts about the fairness of the platform. One seller directly said:

"This is purely taking advantage of the platform to force us, the third-party sellers, to make concessions, without considering our survival space at all."

Three fatal effects of goods being "invisible"

① Competitiveness is weakened: With less exposure, sales naturally become bleak.

② Decreased brand trust: It is difficult for buyers to find your products. In the long run, the brand’s popularity and trust will be damaged.
③ Inventory pressure increases: sales volume decreases, inventory turnover slows down, and costs actually increase.

How can sellers save themselves? These strategies are worth trying!

Although the operation of the platform is frustrating, sellers cannot just sit there and do nothing.
Here are a few ways to help you turn the situation around as much as possible:

① Expand categories and enrich SKUs

The broader the product line, the greater the chance of avoiding the risk of direct confrontation with Amazon's own operations, especially by selecting niche categories with relatively stable demand.
② Optimize Listing and enhance competitiveness

Main picture + video: Use higher quality pictures and product demonstration videos to attract buyers' attention. Keyword layout: Focus on core traffic words, dig out more long-tail keywords, and grab more search traffic. Detailed description: Impress buyers with data and practicality, such as "Top three cost-effective choices in sales." This type of copywriting can quickly hit the needs of buyers.
③ Adjust pricing to gain advantage

Optimize the supply chain, reduce costs, and ensure that prices are more competitive than Amazon's own operations. If the profit margin allows, you can use "limited-time specials" to attract the first batch of users.
④ Increase advertising investment to gain more exposure

Automatic advertising + manual advertising: Automatic advertising is used to test traffic keywords, and manual advertising focuses on covering high-conversion search terms. Brand flagship store promotion: Use brand flagship stores to integrate resources and increase the traffic and click-through rate of new products through targeted promotion. Remarketing display advertising: Target potential buyers who have browsed related products to increase the possibility of conversion.
⑤ Use platform tools to create authoritative endorsements

VINE Program: Through Amazon's early reviewer program, you can quickly obtain reviews from real users and establish a good reputation for new products. A+ Page: If you have completed brand registration, you can use rich graphic content to increase the attractiveness of the product. Promotional activities: Limited-time discounts, coupons and other means quickly stimulate the desire to buy.

What is hidden behind “invisibility”?

Some sellers pointed out that this situation may not be a coincidence, but rather one of Amazon’s secret means of attracting traffic to its own products.
Some industry insiders even speculate that the "self-operated new products" shown in the current new product list may be for testing data to help self-operated businesses gain more traffic distribution rights.

Final reminder: measure the ratio of input and output

No matter how the platform rules change, sellers must find a balance between input costs and benefits. Low prices are not necessarily the only way. High-quality services and differentiated products can help you maintain your position in the fierce competition.