Seller Sessions Amazon FBA and Private Label Amazon’s AI Listing Writer with Brandon Young
- Amazon uses a reconciliation score on listings to determine which changes to a listing are accepted. This score works like a pyramid, with different levels of authority.
- Hierarchy: At the bottom are individual sellers, moving up through professional, gold, platinum, and higher levels including seller support, brand registry, data augmenters, retail, G fix, and FC at the top.
The entity with the highest reconciliation score on an attribute level (not listing level) gets its changes accepted. If Amazon changes the title, for instance, it doesn't affect the bullet points unless Amazon also has a higher reconciliation score for bullet points.
Seller Strategies: If Amazon changes a listing, and a seller wants to revert or modify it, they need to have a higher reconciliation score. This often involves interacting with the brand registry and sometimes escalating cases to regain control over listing attributes or deleting and rebooting with flat files.
AI Listing Writer- Amazon's Use of AI and GPT: Amazon employs AI and GPT like algorithms to rewrite listings, aiming to improve titles or listings. However, there are unintended consequences, such as inadequate keyword research and indexing, which can hurt seller rankings.
- Seller's Use of AI Tools: Brandon Young discusses how they use AI (like GPT) to write listings, but also emphasizes the need for manual intervention. The AI helps in creating listings that sound good, but it often misses including critical keywords for indexing and ranking.
- Balance Between AI and Manual Work: While AI tools can do a significant portion of the listing creation, sellers must review and adjust the content to ensure it includes all relevant keywords and complies with Amazon's best practices for listing optimization.
- Importance of Brand Registry: Having brand registry is crucial as it provides more control over listings and helps in regaining authority from Amazon when it changes listing details.
- Keyword Research and Semantic Matching: Deep keyword research and understanding semantic matching are vital. It's not just about having relevant keywords but also about understanding how customers search and the different ways products can be indexed.
This episode provides valuable insights for Amazon sellers, especially regarding navigating the challenges posed by Amazon's AI-driven listing changes and maintaining control over their product listings. It also underscores the importance of a balanced approach, combining AI tools with manual oversight for optimal listing creation and maintenance.