What is Amazon's follow-up sales? Why does it happen?

Amazon's follow-selling model is reasonable and is allowed by the platform. Although many merchants hate being followed, the platform allows it, so they can only accept its existence. So, what is the situation of Amazon follow-selling?

Amazon follow-selling is a way of selling by sharing listings. For example, when seller A creates a product page, other sellers find that the product is selling well, so they also follow-sell the product. As a result, the same product from different sellers shares the same detail page, which is called follow-selling. It requires that the follow-selling product of the seller must be exactly the same as the product of the seller being followed, including the brand, appearance, packaging, function, color, size, etc.

Why does Amazon have follow-selling?

1. For the Amazon platform, following others in selling has great benefits.

First of all, Amazon allows multiple stores to exist on the same listing page. These stores will then reduce prices or engage in other promotional activities in order to compete for shopping carts. This can bring greater concessions to consumers, thereby increasing the shopping stickiness of the platform.

Secondly, although Amazon allows follow-selling, it also imposes certain restrictions on follow-selling. For example, products that have joined Amazon's "Zero Plan" and "Transparency Plan" cannot be followed. Joining these plans requires paying a certain fee, which is undoubtedly an important source of profit for Amazon.

2. For customers, following sales is also beneficial.

When a customer is shopping on the platform, he hopes to search for the products he needs quickly and accurately. Then, the method of sharing listing pages such as follow-selling can allow the keyword search result page to display more product types, thereby providing customers with more choices and convenience for shopping.

At the same time, different stores bid against each other for shopping carts, allowing customers to enjoy more product discounts.

Therefore, from the perspective of the platform, following sales is beneficial to customers and the platform, so the operation mode of following sales has become an operation mode encouraged by Amazon.

Generally speaking, Amazon piggybacking refers to the situation where the same product from different sellers shares the same detail page. In other words, if seller A and seller B have the same product, they can use the same listing.