Amazon launches benefits programme to help sellers boost growth

Amazon launched a performance-based benefits program called Step, designed to help nearly 700,000 sellers accelerate their growth in the marketplace.

With the launch of Step, the etailer also introduced a revised fee structure that was previously deferred to after Diwali. Amazon has offered a waiver on commissions to bring a variety back to its product listings and lessen the financial pressure on small businesses affected by the national lockdown caused by Covid-19 between March and May.

Under the measure, benefits include fee waivers, faster trade cycles, priority seller support, and free global account management, according to the company. The platform aims to simplify the seller experience by providing personalized and practical recommendations that help them improve customer experience metrics and in

turn, their growth.

"Step provides objective and transparent criteria along with benefits designed to help marketers improve their performance on these metrics in a predictable manner... We spent time obsessing over every detail of the Step program and carefully crafting each element," said Manish Tiwary, vice president of Amazon India.

Using customised and actionable recommendations, Step enables sellers to improve key seller controllable metrics such as cancellation rate, late dispatch rate, and return rate.

Amazon India announced last week that customers of more than 99% of the country's pin codes had shopped on its platform during the month-long holiday season and that its sellers had witnessed the biggest Great Indian Festival so far.

However, the etailer did not provide details of its own performance during the festive period. It only said that around 600 sellers had clocked sales of more than Rs 1 crore and that about 6,500 sold products worth more than Rs 10 lakh during the period.

Source: Economics Times

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