Very Important for long term sellers like ours, our experience may save you into wise decision.

We are selling on Amazon since more than 5 years, spend huge cost of advertizing regularly, atleast 5-10K per day with zero order. due to whatever change in past 3 quarters, we have tested stressing more on advertizing in continuous big sale events such as Prime Day, Republic Sale & Great India Festival with exponential spike into cost.

had also taken ABA (Amazon Business Advisory Service) for around 6 month, to understand whats happening around.

ABA team have all the insights which they twist to generate false sales, make the product rank & trending, one after another, such as 100+, 500+, 2000+ etc. (for high value products i.e. unit SP more than ₹10K)

Why Big brand Seller does this -

Big brand identify the scope of any innovatation you do, doesnt matter product is capable or not. their game is totally different & amazon being good facilitator.

abovesaid copy companies would generate false sales, to get the real transaction report, then return via Amazon or via personal Supply chain. once they achieve the product ranking and transaction they would approach the next investor increasing company valuation and sell the stakes, same would keep going and if investor identified its a trap, they would do the same and prefer exiting following same excercise.

Good Part - Amazon identifies this and add extra tag as "Frequently returned item", but ABA being accelerator, knows this is temperory & after 1-2 weeks it would be back to normal.

How above type of companies would make business out of it-

once ranked during sale events and got tag & transaction report, abive type of company makes the product out of stock and sale into offline market. thats the bigger picture, might be shocking if not known.

Amazon benefit supporting this - gains huge advertizing cost, margin, shipping & return , ABA, FBA charges (winning in all hands)

Amazon Advertizing - initially eveyone feel like its good & provided free. once experienced around at least 3 years, we start knowing, all the trace plan is plotted by amazon account managers and their team, whom to push, what to recommend, as per their plan, if you own individual capable team, still they would repeatedly chase & exercise on behalf, sometime forcefully.

Also, all the third party account manager services are given 2/3 months free services mostly to elevate the sales, in return they get the data & trend your team has excercised and once they learnt from what work good from your team effort, they are free to implement in other sellers/brands and that creates another game. when we realized this, we strictly not allowed the account access for any external services.

FBA - FBA - we own patents of some meaningful innovations done into our domain, when we tested sending these patented products into FC, team being unable to classify the SDS information consistently, product do not require any battery, not having any chemical composition, its electronics with innovation, after providing clarification and SDS data with Battery/Chemical "NA", FC response, we were unable to classify to lacking information, which expect the voltage of the battery inside, thats in existent.

Who is loosing - All bootstrapped sellers/ brands.

My Take after testing the maximum threshold of such trend in last 4 consecutive big sale events - better to leave amazon as is, with no further required stress, let it be a platform for companies coming for investor funding, one after another would come and thats good USP for them. moving to stress to Flipkart, becoming better with huge ROAS difference.