In the era of big data marketing, the price of products is dynamic. If people are artificially arranged to adjust the price, it is a waste of talent and financial resources. Therefore, it is necessary to introduce automatic pricing mechanism.
Since 20 16, Amazon has used an automatic pricing system based on big data in its platform. Amazon proposes that through the automatic pricing system, it can bring consumers a better price experience, help businesses realize "scientific" pricing strategies and increase sales. Amazon introduced the automatic pricing mechanism and used the self-developed automatic pricing system in the seller's background, which can be used by any professional seller for free.
For automatic pricing, Amazon explains this.
"Your price will set the final level according to your rules and other sellers' rules. For example, if you and other vendors' rules are "StayblowTheWestPrice by $0.10", your lowest price is $ 10.00, while other vendors' lowest price is $ 10.50, instead of a small increase, your price will reach $1.
To put it simply, if merchant A sets the lowest price at $65,438 +00.00, while merchant B sets the lowest price at $65,438 +00.50, and both A and B are set at $0.65,438 +00 lower than the competitors' lowest price, Amazon will
From Amazon's point of view, the automatic price adjustment system can attract consumers at the lowest price and provide consumers with lower prices by comparing all commodity information in the platform with the sales expectations of merchants. Low prices can bring more orders, and Amazon can extract more transaction fees. After all, Amazon can only extract more commissions from merchants after many transformations, so Amazon has its own price adjustment function, which aims to let consumers buy goods with lower prices and increase consumers' loyalty to the platform.
2065438+In September 2009, Amazon adjusted the automatic pricing system again.
The new system can raise commodity prices by automatically pricing sales partners with professional accounts. By selecting the "CompareoffAmazon" option when creating a repricing rule. With this option, the seller will be able to raise the commodity price to the "competitive commodity price" set according to the prices of major retailers in the market, that is, if the commodity price is not competitive with the prices of selected retailers outside Amazon ("competitive commodity price"), these commodities may not be recommended.
Through the adjustment of the automatic pricing system, it is proved that Amazon has been able to capture and analyze the commodity information and prices on other platforms, and compare them with the information in Amazon platform, so as to enhance Amazon's appeal to consumers through the automatic pricing adjustment mechanism.
So, how does the automatic pricing system realize automatic analysis? It can be seen from two aspects: pricing mode and pricing direction.