Unfortunately, treatment products do next to nothing to prevent the shiny spots. It's caused by the top rubbing on itself when stowed. Keeping it clean helps (dirt will accelerate the wear), but will not prevent it. I've had many soft tops and they all do it to some extent, gently lifting the fibres by using a wet vacuum cleaner seems to help - but eventually these will be the spots that wear out so as Cj says avoid causing more wear with rough dry brushing.
Non-symmetrical shiny spots on just one side or area may indicate that the roof frame is damaged or not sitting correctly, keeping all the hinges lubricated will help it to retract and stow the material evenly which helps to reduce the rubbing. But it's quite normal.