亚马逊扶持新品又一动作：将为符合资质的卖家商品打标提升曝光度

This article introduces Amazon’s latest new product support policy, with key takeaways below:

1. Amazon will automatically apply either a "New Arrival" or "High-Potential New Product" badge to eligible sellers' new listings, helping boost product visibility and drive early sales. Sellers do not need to take any extra action, and the badges will be removed automatically once their fixed display period ends.

2. Badges are awarded through a filtering process that compares product attributes against top-selling items in the same category and incorporates user shopping behavior signals for predictive selection; Amazon will further refine prediction accuracy based on user data going forward.

3. Two questions have been raised by sellers so far: whether creating an ASIN long before listing goes live impacts eligibility for a badge, and the issue of original manual product labels and store links disappearing after a badge is awarded. Amazon has not yet responded to these questions.

4. This is not Amazon’s first initiative to support new products. Last year, the platform launched a 90-day hit product building program, and also put forward a "global first launch" strategy for new product promotion in cross-border e-commerce.

This article outlines Amazon’s latest new product support policy with key takeaways for cross-border brands expanding overseas:

1. Amazon is continuously increasing support for new products: from its global first launch strategy, to end-to-end support for 90-day hit product building, to the free visibility-boosting badges introduced in this round. Platform incentives are clearly tilted toward new products, which aligns with the growing consumer demand for new offerings in global markets.

2. This new program provides brands with free visibility weighting without requiring any extra action from brands, effectively reducing customer acquisition costs for new product cold starts and helping brands quickly drive sales for new offerings.

3. Brands can leverage the badge filtering logic: developing new products aligned with the attributes of top-selling similar products, and adjusting R&D direction to match consumer demand, to increase the chance of their new products qualifying for a badge.

4. Certain details of the current policy remain unclear, so brands should check store information after launching new products, follow up for platform responses to open questions, and mitigate potential risks.

This article summarizes key takeaways for Amazon sellers as follows:

1. The core of the new policy is that Amazon awards free visibility-boosting badges to eligible new products, with no extra action required from sellers and automatic removal after the display period ends. This is essentially free traffic support from the platform for new products.

2. Badge eligibility is determined based on attributes of top-selling similar products and user shopping behavior. Sellers can adjust new product information and attributes to align with the platform’s filtering criteria and improve their chance of qualifying for a badge.

3. Two open issues remain unsolved for now: it is unclear whether creating an ASIN long before launching impacts badge eligibility, and some sellers have reported losing original manual labels and store links after receiving a badge. Sellers should check store information promptly after launching new products.

4. Opportunity note: Amazon has rolled out successive new product support policies in recent years, including end-to-end cold start support such as the 90-day hit product program. Sellers can capitalize on the platform’s new product incentives to accelerate their launch cadence and drive growth.

This article summarizes key takeaways for factories engaged in cross-border supply or overseas expansion as follows:

1. Amazon’s continuous increase in new product support and its push for global first launches indicates that demand for new products in cross-border e-commerce is steadily growing. This presents abundant commercial opportunities for factories, which can ramp up new product R&D and production to capitalize on platform incentives and access overseas markets.

2. Since badge eligibility is determined by benchmarking against attributes of top-selling similar products and user consumption behavior, factories can adjust product design during the development and production stage to align with attributes of bestsellers on Amazon, increasing the chance of qualifying for a badge and gaining more exposure.

3. Amazon’s series of new product support initiatives shows that a data-driven model of adjusting R&D based on platform data has become an industry trend. Factories can accelerate integration with e-commerce platforms, leverage platform consumer data to optimize production and design, improve product market competitiveness, and capture growth opportunities in cross-border e-commerce exports.

This article summarizes key takeaways for cross-border e-commerce service providers as follows:

1. Industry trend: Leading platform Amazon is continuously increasing investment in new product support, from end-to-end cold start support to free visibility badges. This reflects that demand for new product promotion among sellers and brands in the cross-border e-commerce industry is rising, and new product cold start has become one of the core industry demands.

2. Customer pain points: Many details of Amazon’s new policy remain unclear, and sellers widely have questions about how to improve the chance of qualifying for a new product badge. Some sellers have also encountered the issue of losing original store information after receiving a badge. All of these are clear pain points for sellers.

3. Business development direction: Service providers can develop targeted services around Amazon’s new product badge rules. This includes product selection and operation services that help sellers optimize new product attributes to align with platform filtering criteria, as well as information inspection services for newly launched products to solve sellers’ practical problems, and capture new business growth opportunities.

This article summarizes key takeaways for cross-border e-commerce platform operators as follows:

1. Amazon’s latest move reflects the core demand of brands and sellers from platforms: sellers need traffic support during the new product cold start stage, and a growing number of brands prioritize global first launches. Platforms need matching support policies to attract new product listings and boost platform activity.

2. Amazon’s approach is highly referenceable: automatically awarding badges to eligible new products with no extra action required from sellers greatly lowers the barrier to participation, improves policy coverage and seller satisfaction, and benefits platform recruitment.

3. Risk to avoid: platforms need to respond to seller questions promptly and resolve issues that emerge during policy rollout. Amazon’s failure to respond to the two open questions raised by sellers could easily trigger seller dissatisfaction, so platforms should provide supporting rule explanations and issue resolution after launching new policies to avoid reputational risks.

4. Platforms can build a complete new product support system, from exposure badges to end-to-end cold start support, to attract more brand sellers to bring new products to the platform and build their own competitive advantages.

This article summarizes key takeaways for cross-border e-commerce researchers as follows:

1. New industry trend: Leading cross-border platform Amazon has built out a complete new product support system, from promoting the "first launch" concept to help Chinese brands launch new products globally, to the 90-day hit product program, to the automatic exposure-boosting badges introduced this time. This shows that cross-border e-commerce exports have shifted from traditional growth through stocking existing inventory to new product-driven growth, and "global first launch" has become a new growth engine.

2. New industry issues: Multiple problems have already emerged during the rollout of the new policy, including insufficient rule transparency, delayed responses to seller questions, and conflicts between the new badge feature and existing store labeling systems. All of these are new problems emerging during industry development that warrant in-depth research.

3. Business model insights: By continuously supporting new products, leading platforms attract brand merchants to launch more new offerings to meet consumer demand for new products, while boosting the platform’s own product activity and attractiveness. This has formed a new win-win business model for platforms, brands and consumers, which carries high research value for the study of platform ecosystem growth.