This week, Amazon announced a change affecting every single one of the nearly half a million third-party sellers on its US market platform. That's a big deal because the third-party sellers, along with 1.7 million more worldwide, account for about half of Amazon's sales, according to the company.
Beginning in September, Amazon will require U.S. merchants to include the company name and address on the seller profile. It seems like such a simple gripe, and to be honest, it's actually a bit strange that it wasn't already policy that sellers had to identify themselves. It seems like a no-brainer, but that's just another way Amazon has previously taken a hands-off approach.
Now that seems to be changing. In addition to verifying their identity with Amazon, sellers will also need to make clear where they are. It definitely makes it harder to get away with selling fake goods when everyone can easily see who you are and where you are.
By the way, though, this certainly makes it easier for companies like Nike to track down sellers like the pawning knock of Air Jordans, and it's definitely better for customers to know who they're buying from.
I think this is even better for some of the small businesses selling on Amazon because the extra information will help them build customer trust. Lately, a customer may have rolled past a product that has been sold with a name they do not recognize. I've done it hundreds of times when I find something I want, but I don't know how much I can trust "Frank's Electronic Depot."
I mean no offense if a Frank electronic deposit is really sold on Amazon ̵
Now, I guess, customers will be more willing to buy from names that may be less well known. It really is, what a name and address can do for a customer's trust. It tells a customer that you are a real business that actually exists somewhere in the real world, even though you mostly do business in the digital world.
As a seller, there is no reason why you should not want transparency here unless you are good. If that's the case, well, I can't help you.
For everyone else, consider the minor disadvantage of having to add some new information to your profile as a valuable opportunity to build trust with millions of potential customers. In the long run, that doesn't just change the relationship you have with customers, it means you actually get to create a relationship with those you would never have before.