578: 5 Dirty Tactics Amazon Is Using To Screw Sellers And Raise Prices

The My Wife Quit Her Job Podcast With Steve Chou

Published: Thu Feb 13 2025

In this episode, I expose five dirty tactics Amazon uses to undercut sellers and raise prices. - From sneaky fee increases to private-label knockoffs, you'll learn how Amazon stacks the deck against small businesses. -

Summary

Episode Summary: 5 Dirty Tactics Amazon Is Using To Screw Sellers And Raise Prices

Podcast: The My Wife Quit Her Job Podcast With Steve Chou
Host: Steve Chou
Episode: 578
Release Date: February 13, 2025

In Episode 578 of The My Wife Quit Her Job Podcast, host Steve Chou delves deep into the murky practices Amazon employs to disadvantage small sellers and manipulate pricing. Drawing from over a decade of Amazon FBA experience, Steve dissects five primary tactics that Amazon utilizes to undercut sellers, increase operational costs, and ultimately squeeze profit margins. This comprehensive analysis is essential for any e-commerce entrepreneur striving to navigate the increasingly hostile Amazon marketplace.

1. Escalating Fees and Hidden Costs in Amazon FBA

Steve begins by highlighting the significant increase in fees associated with Amazon's Fulfillment by Amazon (FBA) program over recent years. Originally lauded for its simplicity and efficiency, FBA has become a financial burden for many sellers.

Rising FBA Storage and Penalty Fees:
“Every year, Amazon raised their FBA storage rates and piled on more penalties, especially during the holidays when sales matter the most” ([Speaker B - 02:30]).
Inbound Placement Fees:
“To get your products into their warehouses, you're hit with charges ranging from $0.27 to $1.58 per unit” ([Speaker B - 03:15]).
Inventory Management Challenges:
“Hitting the exact inventory sweet spot that Amazon expects is nearly impossible and has become one of the toughest parts of running an e-commerce business” ([Speaker B - 04:10]).
Introduction of Amazon Warehouse Distribution (AWD):
Initially presented as a cost-saving alternative, AWD has morphed into another avenue for Amazon to extract more fees.
“They've inflated FBA rates so much that using AWD feels less like an option and more likely the only way to avoid getting fleeced” ([Speaker B - 05:00]).
AWD Failures During Peak Times:
“This holiday season, AWD capacity maxed out and Amazon simply couldn't handle the load. They ran out of space. Logistics fell apart.” ([Speaker B - 06:20]).
New Reimbursement Policies:
Amazon's shift in reimbursement strategies leaves sellers bearing more losses when inventory issues arise.
“Effective in March, Amazon's only going to pay you back what it believes you paid to make the product, minus any shipping fees from China and import duties” ([Speaker B - 09:00]).

2. Lowest Price Enforcement Policy

Amazon's aggressive pricing strategies are designed to suppress sellers who offer lower prices on other platforms.

Suppression of Listings:
“If your products are priced lower off Amazon than they are on Amazon, your listings on Amazon basically disappear” ([Speaker B - 10:00]).
Selective Enforcement and Competition with Temu:
While Amazon aggressively monitors platforms like Walmart and eBay for price discrepancies, it overlooks Temu, creating an uneven playing field.
“Amazon is not enforcing price checks on Temu, which ironically makes things even worse for sellers” ([Speaker B - 10:45]).
Consumer Impact Example:
“Take this floor mat. On Amazon it's $40, but on Temu it is only a dollar” ([Speaker B - 11:20]).

3. Poor Customer Service and Presumption of Guilt

Amazon's customer service policies often place sellers at a disadvantage, especially when dealing with counterfeit claims or infringements.

Challenges in Resolving Issues:
“For FBA sellers, it is nearly impossible to get a human on the phone, and when you do, you're met with canned responses that rarely solve the problem” ([Speaker B - 11:50]).
Case Study – Amanda’s Experience:
Amanda, a dedicated seller with registered copyrights and trademarks, faces constant false infringement claims.
“Every time this happens, Amanda is forced to fight back. And while she eventually clears her name, it costs her months of lost sales” ([Speaker B - 12:20]).
Case Study – Molson Hart’s Suspension:
An eight-figure seller experienced a drastic suspension due to a trademark misunderstanding during the peak sales period.
“He received a canned response explaining that all products using the term via heart would be suspended” ([Speaker B - 12:50]).

4. Excessive Promotions and Artificial Price Inflation

Amazon's frequent sales events compel sellers to adopt pricing strategies that can undermine their profitability throughout the year.

Demand for Participation Fees:
“To join a lightning deal, sellers must pay a flat fee ranging from $150 to several hundreds of dollars per product” ([Speaker B - 13:15]).
Strict Pricing Criteria for Visibility:
“If you want your products to be visible during Prime Day, you're required to meet strict pricing criteria like offering a minimum discount off your regular price” ([Speaker B - 13:40]).
Artificial Inflation of Prices:
To balance the discounts offered during sales, sellers are forced to raise their standard prices, making them artificially high for consumers outside sale periods.
“All sticker prices on Amazon are completely fake, artificially inflated for most of the year to offset discounts during sale events” ([Speaker B - 14:05]).

5. Undermining Brand Presence and Competing with Private Labels

Amazon actively works against sellers in building and maintaining strong brand identities on its platform.

Flood of Knockoff Brands:
“If you search for your own brand, or any brand for that matter, you'll see a flood of Chinese knockoff brands ranked ahead of you” ([Speaker B - 14:35]).
Private Label Competition on Seller Listings:
Amazon injects its own private label products into seller listings, diverting potential sales.
“Amazon will often place ads for their own private label brands directly on your listing at a much cheaper price” ([Speaker B - 15:10]).
Example – Emu Oil Product:
A friend’s emu oil listing is overshadowed by Amazon’s branded emu oil ad, even though both products have similar ingredients.
“So guess what? Amazon is siphoning away sales from her listing” ([Speaker B - 15:40]).

Conclusions and Strategic Recommendations

Steve Chou encapsulates the dire situation facing Amazon sellers, emphasizing the lack of loyalty and the exploitative nature of Amazon's business practices.

Diversify Beyond Amazon:
“You can't rely on Amazon. It's time to diversify, build your own audience and take control of your business” ([Speaker B - 16:10]).
Invest in Brand Building:
Focus on creating recognizable brands outside of Amazon by developing your own website, engaging in email marketing, and fostering direct customer relationships.
Shift Away from the Amazon Ecosystem:
“The only way to beat the system is to stop playing their game” ([Speaker B - 16:30]).

Steve urges sellers to take proactive steps to mitigate Amazon's control by establishing independent sales channels and strengthening their brand presence externally.

Final Thoughts

Episode 578 serves as a crucial wake-up call for e-commerce entrepreneurs heavily reliant on Amazon. Steve Chou provides an unvarnished look at the systemic challenges and hidden pitfalls of selling on the world's largest online marketplace. By understanding these tactics, sellers can better strategize to protect their businesses, maintain profitability, and ensure sustainable growth in an increasingly adversarial environment.

Note: This summary excludes promotional segments related to events and courses mentioned at the beginning and end of the podcast, focusing solely on the in-depth analysis of Amazon's tactics against sellers.