Amway has finally launched the new amway.com website in time for the 50th anniversary celebrations later this month. The site is a well needed improvement on the old one, but to be honest, as an international Amway IBO I’m a little disappointed. It appears to me as if Amway.com has stopped representing the global Amway business and instead primarily represents Amway Global, as Amway North America is now known. The most obvious way this has happened is with the site logo – no longer Amway, it’s Amway Global.
Now, if one clicks on the country name or language on the top right of the site, you are provided with a link to other countries sites, but if you want US or Canada, then Amway.com is it. For one example of the North American specifity of the site, it mentions in a number of places the monthly bonuses from “3% to 25%”. As far as I’m aware the only place Amway goes to 25% on the monthly rebate scale is North America – everywhere else it tops out at 21%. Or click on “Start a Business” and “Find an IBO”, you’re provided with a contact form – it doesn’t even ask your country. Nutrilite is mentioned, but nowhere is Nutriway mentioned, the brand name in a number of Amway markets. “Shop Online” takes you to the old Quixtar site. Etc, etc, etc. The site is clearly targeted towards North America.
In my opinion one of Amway’s strengths in the past has been the independence of local market affiliates to adjust the Amway business model as necessary for local conditions. In today’s world however, the world is becoming “smaller” and more interconnected. Amway in North America has wanted to take advantage of Amway’s global reach and business possibilities to enhance the reputation of Amway in North America, yet well over two thirds of Amway business owners are outside of the US and Canada, and Amway.com no longer represents them.
In it’s attempts to become more internationally flavoured with the Amway Global moniker in North America, Amway strangely no longer has a website representing Amway globally.
Another area I’d like to see addressed is under “leadership”. The Amway site, like the old one, lists the corporate leaders under this heading, but nowhere are the thousands of Amway’s field leaders mentioned. While corporate leadership is clearly important, field leadership is arguably even more important. The Amway Wiki website is now approaching 20,000 visits a month, and the majority of those visits come from people googling the names of various Amway Diamonds and above. At present Amway itself provides next to no public information, or even acknowledgement, of them. Last year Amway promoted a 50th anniversary book that would list the stories of all Amway Diamonds. I’ve heard no more about the book but I’m hopeful someone in the corporation has been smart enough to put it all together for a public website as well. If not, there’s still time! 🙂