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It sure sounds like the wrong person was fired. I have experience with the Amazon advertising platform. Not on the Kindle side but what I'll call "Amazon main
by rebootthesystem 12y ago
It sure sounds like the wrong person was fired.
I have experience with the Amazon advertising platform. Not on the Kindle side but what I'll call "Amazon main". And I can tell you it ain't pretty at all.
I don't know if I should characterize this as fraud. Not sure what the legal designation might be.
Here's a hypothetical example to try to explain the problem:
Imagine you are selling product on Amazon. Products you manufacture. And, in order to drive sales you purchase ads on the Amazon ads platform. You only pay when someone clicks. Ads accomplish two missions: sales and ranking improvement. Ranking on Amazon is important. The closer your product is to the top of page one the more sales you'll generate. Ads can help you accomplish this.
So far so good.
Now imagine someone is teaching a course on how to scam Amazon buyers and make money in the process. The course teaches you to find successful listings on Amazon and, effectively, add your name to the product page as an additional seller. Amazon encourages this. It's ridiculously easy. Once you have a seller account it takes all of one minute to pick a product and list against it.
But, wait, you don't actually make that product. You don't even have any in stock. How do you do this? Simple, when a customer makes a purchase you send them some crap product that is similar enough. If you do your homework your fake product will not be returned and you just made some money.
Here's the problem. The legitimate product manufacturer spent thousands, if not hundreds of thousands, of dollars advertising the product on Amazon to get it well ranked and generate enough sales that the product has a good reputation (reviews, etc.). Amazon, in turn, allows ANYONE to list against ANY product and, effectively steal the time, money and effort expended by the rightful product producer in making that product a success in the Amazon ecosystem.
In other words, if you just spent $100K advertising your product on Amazon they allow Joe Blow to come in and take away 25% to 50% (or whatever) of the sales you generate with that ad spend. And there's NOTHING you can do about it.
Imagine Amazon spending millions of dollars to advertise their Kindle tablet during the Superbowl or the Olympics. Now imagine the TV network allowing Apple and Microsoft to display a link to their tablets FOR FREE within the Amazon Kindle ad. Crazy, right? Amazon wouldn't put up with that for a microsecond. They'd say: If Apple and Microsoft want to sell their tablets they need to pay for their own advertising on their own time slot. And they would be correct in pushing for this. The networks would, effectively, allow Amazon's competitors to steal Amazon's advertising budget for their own financial gains. Wrong. Well, this is EXACTLY what Amazon is doing today to every single one of their advertisers.
If you advertise on Amazon your ad budget is very likely to generate sales for competitors. That is wrong beyond description and Amazon seems to have zero interest in fixing the problem. The solution is very simple: A listing that has an active spend budget needs to be locked out from any other sellers. It becomes a single seller listing for as long as the seller is spending even a single dollar a day in Amazon ads. Problem solved.
After reading most of the posted letter I've come to realize that the problems within Amazon are much greater than I thought. You see two faces of this corporation when you work with them as a vendor. The public face looks clean, organized and inviting. The "back office" side is in constant chaos, is disorganized, has ethical problems, is clueless, does NOT have the seller's/advertisers best interests at heart and, it seems, is perfectly comfortable with conducting business in unethical and fraudulent ways, perhaps unintentionally due to dysfunction, yet the consequences to those engaging with that side of the organization are the same.
Where is Jeff Bezos in all of this? It would seem he needs to become very visible and push forward a major reform in a very public way, at least public to their advertisers. Almost like what Domino's Pizza did:
http://www.nbcnews.com/id/34812047/ns/business-us_business/t/dominos-tough-love-itself-getting-noticed/#.VGTqdvnF_h4 http://www.nbcnews.com/id/34812047/ns/business-us_business/t...