The cross-border e-commerce landscape continues to evolve rapidly, with policy adjustments and market fluctuations constantly affecting sellers' operations. Amazon's recent announcements may bring new opportunities for international merchants facing challenges with marketing restrictions and currency exchange rates.
1. Amazon's Marketing Shift: Expanded Email Marketing on the Horizon?
During the recent Amazon Accelerate seller conference on October 14, the e-commerce giant unveiled several new features designed to enhance seller operations. The most notable development was the "Tailored Audiences" function within the Customer Engagement tools, which could significantly expand sellers' marketing capabilities.
Historically, Amazon has maintained strict limitations on email marketing campaigns. Even after introducing the MYCE (Manage Your Customer Engagement) feature last year, sellers could only communicate with existing brand followers. The new "Tailored Audiences" tool promises to extend outreach to repeat customers, high-spending clients, and recent Amazon shoppers. Currently in testing, the feature is expected to launch fully within six months.
Seller Reactions: Mixed Expectations
The potential policy change has generated diverse responses from sellers:
- Some welcome the expanded marketing opportunities
- Others express concerns about effectiveness for brands with small followings
- Certain product categories (like low-repeat purchase items) may benefit less
- Privacy-conscious U.S. consumers might perceive increased emails as spam
Strategic Implications
Amazon's adjustment reflects broader competitive pressures in e-commerce. By allowing more targeted marketing while maintaining user experience standards, the platform aims to help sellers better reach customers without overwhelming shoppers.
Recommendations for Sellers
- Monitor policy updates closely
- Leverage Amazon's analytics for audience targeting
- Focus on content quality and relevance
- Maintain strict compliance with platform rules
2. USD Exchange Rate Breaks 7: Relief for Cross-Border Sellers?
For the first time since 2020, the U.S. dollar exchange rate has surpassed 7 against other major currencies. This development benefits Amazon U.S. sellers who receive payments in USD, as higher conversion rates increase profit margins when transferring funds.
Seller Strategies for Currency Fluctuations
- Implement gradual withdrawals during favorable rates
- Establish target exchange rate thresholds
- Utilize currency locking features from payment platforms
3. Amazon Transparency Program: Holiday Season Protection
With peak shopping seasons approaching, Amazon Europe has reminded sellers to enroll in its Transparency Program to combat counterfeit products. The initiative uses unique product codes to verify authenticity throughout the supply chain, offering several advantages:
- Protection against counterfeit goods
- Enhanced consumer trust
- Greater control over product listings
4. Walmart's Virtual Fitting Room Innovation
Walmart has introduced "Be Your Own Model," a virtual fitting room feature that allows customers to visualize clothing items. This technology aims to reduce return rates by helping shoppers make better-informed size selections.
5. Amazon Japan Updates Food/Beverage Registration Rules
Amazon Japan has revised registration requirements for food, beverage, and alcohol products, emphasizing compliance with Japanese labeling regulations. Sellers must ensure their product information meets all local standards.