Amazon's Latest Move to Boost New Products: Labeling Eligible Seller Items to Increase Visibility

According to foreign media reports, Amazon recently announced that it will label newly launched products from sellers with "New Arrival" or "Notable Arrival" tags. This initiative aims to help consumers quickly identify the latest products, enhance product visibility, and drive early sales. Sellers are not required to take any additional action, as the platform will automatically assign the corresponding badges to eligible products.

The distribution of these labels is based on the platform's predictions regarding product attributes and user shopping patterns. Amazon compares the attributes of new listings with those of popular products in the same category and incorporates signals from user shopping behavior to identify newly launched items that are likely to be favored by consumers. As user feedback and interaction data accumulate, the accuracy of these predictions will be continuously optimized. The labels have a fixed display period and will be automatically removed after a product has been listed for a certain number of days.

Currently, some sellers have raised questions about the related rules. One seller inquired whether creating a product ASIN long before the official launch would affect the product's chances of receiving a badge when sales begin. Another seller reported that after their new product received the relevant badge, the previously manually created identifier and store homepage link disappeared. However, Amazon has not yet responded to these inquiries.

It is worth noting that in recent years, Amazon's emphasis on and support for new products has been quite significant. In March of last year, Cindy Tai, Vice President of Amazon and Executive Director of Amazon Global Selling Asia Pacific, published a signed article discussing the application of a "first launch" mindset in the cross-border e-commerce export sector. She advocated for businesses to launch more new products and brands globally from China, along with end-to-end value chain innovation, which would present new leapfrog opportunities for cross-border e-commerce exports. She pointed out that the manifestation of the "first launch" mindset in cross-border e-commerce exports is the constant introduction of new products to attract consumers.

In August last year, Amazon launched a 90-day product launch plan, providing sellers with comprehensive support for the cold start of new products. The current new product labeling initiative represents another action by the platform to support new listings.