Why is Amazon off-site promotion increasingly difficult to do?

The author is one of the earliest veterans to come into contact with Amazon’s off-site promotion work. Judging from the traffic reception platform for promotion posts, it is mainly divided into several categories:

Off-site promotion of third-party sales platforms, this includes not only Amazon off-site promotion, but also others such as AliExpress, eBay, etc. As long as it is stationed on a third-party sales platform and needs to generate traffic from outside the site, the author will summarize it as In this field
Off-site promotion of independent stations, this is a self-operated independent station, and it is also a very hot field of DTC brand independent station promotion.
Regional marketing, this team is usually deployed by more successful overseas brands. It mainly serves customers in the distribution department. Regional marketing often involves local online sales platforms + offline store exhibitions, etc. 

Promotion work
The author has always felt that Amazon off-site promotion is actually a false proposition, because it does not quite conform to the basic logic of overseas marketing and promotion, so this job will be more awkward and the sense of accomplishment is relatively low. Amazon off-site promotion is becoming more and more difficult to do. The reasons, I think, are mainly as follows:

Customer data gap: The life of retail is repurchase. In the early days, Amazon also provided sellers’ phone numbers. We could modify these phone numbers into a standard format and upload them to the Facebook advertising backend to push targeted ads to Amazon sellers who purchased our products. We can also use data analysis to sort out users who frequently repurchase, and contact customers through WhatsApp. Now not only are the phone numbers blocked, but even adding card information in the product to guide users to contact us is strictly prohibited. This means No matter how big our scale is on Amazon, we have to continuously attract new customers, and there is no way to carry out repurchase marketing actions. From the perspective of the B2C business model, Amazon off-site promotion seems a bit false. You can only continue to It is impossible to form a closed loop of users by attracting new users. You have a very vague picture of the users who buy your products on the Amazon platform.
The cost of channel traffic is getting more and more expensive: In the article "Chronicle of Going Overseas: Our Understanding and Interpretation of Overseas Traffic", we introduced in detail the characteristics of search, social, advertising, email, channels and other traffic entrances. In these few Among the large-traffic entrances, the largest use of Amazon off-site promotion is channel traffic, including media, blogs, Youtube, deal sites, groups, social celebrities, etc. In the early stage, the cost of promotion through these channels is still relatively low, and as the market enters later There are more and more sellers, and the traffic of the channel itself has increased. As a result, channel promotion has not only become more and more expensive, but also high-quality channels have become more picky about products. Because supply exceeds demand, the final choice is firmly in the hands of the channel.
Excessive pursuit of ROI and neglect of investment in long-term promotion strategies: The author now has a growing feeling that over-emphasis on ROI and no investment in brand assets will make it increasingly difficult in the next round of overseas reshuffles. Sometimes it’s quite confusing. If you don’t invest in brand assets, it’s difficult to maximize the promotion effect. You can only do some very simple discount promotions to roll up the money together. How about investing in brand promotion, and you don’t know when you will see it. Earnings and psychology are getting more and more uncertain