Helium 10 Buzz 8/24/22: Amazon Review Change? | Walmart+ Rewards | TikTok Shopping Ads
On Aug 24 2022 Helium 10’s Buzz highlighted three platform shifts: Amazon’s test that may hide the “Verified Purchase” badge for reviews from affiliate or external checkout links; Walmart+ Rewards launching points (e.g., 45 points for a $45 lamp) for marketplace purchases; and TikTok’s self‑serve Shopping Ads that embed tappable product cards directly in videos.
Overview
On August 24, 2022 Helium 10’s weekly “Buzz” podcast highlighted three platform shifts that could reshape how Amazon, Walmart, and TikTok sellers attract and retain customers. The show covered a tentative tweak to Amazon’s review badge, the launch of Walmart’s new loyalty‑driven Rewards program, and TikTok’s introduction of self‑serve Shopping Ads. Each development touches on visibility, conversion pathways, and compliance, making them critical for any marketplace merchant to understand and act upon.
Key Points
- Amazon review badge experiment — Amazon is testing a visual change that may hide the “Verified Purchase” label for certain reviews, such as those originating from third‑party links.
- Walmart+ Rewards rollout — Walmart+ members can now earn points on qualifying marketplace purchases, turning everyday shopping into a points‑driven loyalty loop.
- TikTok Shopping Ads launch — Merchants can embed tappable product cards inside short‑form videos, turning entertainment content directly into a checkout trigger.
- Black‑Owned Business badge pilot — Amazon is trialing a badge that highlights sellers who identify as Black‑owned, aiming to boost discoverability for under‑represented brands.
- Weekly Buzz format — The episode blended platform news, an interview with an industry leader, and a practical tip that sellers could implement that week.
What’s Changing
- Review badge adjustment — Amazon’s test may suppress the “Verified Purchase” icon when a sale is completed via an affiliate link or an external checkout flow. For instance, a customer who buys a kitchen gadget through a blogger’s referral URL might see their review without the badge, even though the purchase is fully verified in Amazon’s system.
- Walmart+ Rewards integration — Walmart+ members will accumulate points for each eligible marketplace purchase, which can later be redeemed for discounts on future orders. A seller offering a $45 home‑office lamp could see a buyer earn 45 points, encouraging the shopper to return for another purchase to cash in the accumulated points.
Analysis & Recommendations
Why This Matters
Amazon’s badge change could reduce shopper trust for affiliate‑driven sales, forcing sellers to clarify verification. Walmart+ Rewards adds a points incentive that can boost repeat purchases, as illustrated by a $45 lamp earning 45 points. TikTok Shopping Ads cut the purchase funnel by letting viewers buy directly from video, accelerating conversion rates.
Key Takeaways
- Amazon is testing a layout that may suppress the “Verified Purchase” badge for reviews originating from third‑party links (announced Aug 24 2022).
- Walmart+ Rewards lets members earn points on eligible marketplace sales, e.g., 45 points for a $45 purchase.
- TikTok launched a self‑serve Shopping Ads tool that places shoppable product cards inside short‑form videos.
- Amazon is piloting a Black‑Owned Business badge to highlight sellers who identify as Black‑owned.
Recommended Actions
- →In Seller Central, go to Inventory > Manage Reviews, filter for missing “Verified Purchase” icons and add a note in the product description explain...
- →Log into Walmart Marketplace Seller Center, navigate to Rewards Program, enroll eligible listings, then update titles/bullets with “Earn X points w...
- →Create a TikTok Shopping Ad by signing into TikTok For Business, using the Shopping Ads self‑serve tool to upload a video, attach a product card li...
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