2024 Amazon Seller to Independent Website Ultimate Guide: 5 Steps to Safe Transformation, Do not step on the red line of sealing!

Can you believe that in 2023, a smart home brand with annual sales of 80 million dollars, "Cloud Home Technology", because of the official website card placed in the packaging box, was frozen by Amazon account for 30 days, a loss of more than 5 million dollars! This is a wake-up call for all Taiwanese cross-border sellers.

"We didn't even know that putting an official website card in the box would be a violation of the law! The founder, Mr. Li, said with remorse. When they realized that platform commissions + advertising fees ate up 35%'s profits, and that 90%'s customers only recognized Amazon but not the brand, they decided to switch to Shopify's independent site, but they paid a terrible price because they didn't understand the platform's rules.

There will be no shortage of such cases, and countless Amazon sellers have stepped on mines in the process of transformation. In this article, we will combine the latest policies of Amazon in 2024, and reveal the complete program of 5-steps to transform independent stations, such as compliant navigation, data compliant migration, and inventory transition!

Amazon transforms the red line: these behaviors directly blocked

Absolutely Prohibited Behavior (new policy in 2024)

Any kind of auto jump: 301 redirect, JS jump, meta refresh, etc.
Place external links on product detail pages, inboxes, QA areas, etc.
Use of misleading terms such as "lower price on the official website" and "scan QR code to get extra gifts".

High Risk Gray Behavior

Put the official website card inside the box (must meet the size ≤ 3 × 5 inches, does not contain the price comparison and other conditions)
Strong brand name and domain name association (e.g. brand name "CloudLiving" using cloudliving.com)

What methods does Amazon allow to channel traffic to independent websites?

Step 1: Build a Compliant Flow Bridge

Amazon Brand Flagship Store: Add "Learn More" button → Jump to independent site (conversion rate about 0.8%-1.2%)
Amazon Vine Program: Using Raters to Guide Fans to Search for Brand Terms

Really help you realize the transformation of the case: a kitchen appliances brand through the brand flagship store + off-site reddit assessment, 6 months will be independent station traffic share from 5% to 35%!

Step 2: Guide to avoiding the pitfalls of data relocation

Allowed Migration: product base information (requires removal of Amazon specific fields), user email (requires authorization)
Prohibited Migration: Order Details, Product Review Content

Step 3-5: Inventory Transition, SEO Weight Transfer and Dual Site Parallelism

Inventory Management: Maintaining Amazon Inventory ≥ 120% for Independent Station Inventory
SEO weight transfer: authoritative link building, brand word bidding protection, etc.
Dual site parallel period: Amazon maintains the original price for the first 3 months, new customers of independent sites get 10% off on their first order.

Successful Case: Compliance Migration Path of 3 Brands

Beauty Brand: Increased standalone GMV share from 8% to 45% in 12 months through the Vine program, which directs fans to search for brand terms.
Pet Supplies: independent site launches accessory products not sold on Amazon with accessory margins of 65%
3C brands: change the QR code to "Scan to check authenticity", and link to independent websites through Google merchant information.

For cross-border brands on global e-commerce platforms, a compliance migration is like transplanting a tree - before you cut off the main root, you have to make sure that the new root system is sufficiently developed. Is your relocation program compliant? Fill in your business profile and get 1 hour of free expert advice if you pass the verification!

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# Amazon Seller # Cross-border E-commerce # Independent Website Building # Brand Going to Sea # E-commerce Entrepreneur # Compliance # Global E-commerce Platform