Using Amazon to build an ecommerce brand

Using Amazon to build an ecommerce brand

January 27, 2017 3:03 pm

I love Amazon, each as a shopper and as a vendor. There isn’t a simpler place to launch a model and study shopper conduct than the Amazon market.

In this submit, I’m going to chop to the chase and inform you why you'll like it, too, particularly in case you are a budding Amazon entrepreneur.

Let me preface by saying that I don’t promote another manufacturers aside from these I personal or management. That is the one approach I promote on Amazon. It’s one of the simplest ways to do it.

Like most ecommerce sellers, I was hesitant to embrace Amazon when I started a few years in the past with a skincare line. My gross sales have been acceptable by way of my very own website. I appeared on the market as one other income channel. I didn’t actually work it and didn’t pay a lot consideration to constructing it.

Then, in 2012, I obtained into the shaving enterprise with 800razors.com. I put the gadgets on Amazon and, once more, considered it as one other income channel. That’s when I met a really profitable vendor who modified my whole mind-set. And the dollars shortly adopted.

The Revelation

Once I started to consider Amazon as a buyer acquisition software moderately than one other promoting channel is when I harnessed the facility to develop a model.

Fifty-two % of all product searches start on Amazon. Combine that with the truth that in Q4 2016, virtually 60 % of all ecommerce gross sales occurred on Amazon. Now think about that eighty two % of the gadgets bought on Amazon are from third get together sellers.

What does that inform you?

Amazon is the place the purchasers are.

When you employ Amazon as a buyer acquisition software and model consciousness builder, it is possible for you to to focus your product units and marketing round this idea and begin competing with the large canine.

Amazon is way from a mere income channel. It’s a model-constructing machine.

So how do you employ Amazon to construct your model? It’s straightforward: Don’t compete with your personal website.

For 800razors.com, I solely bought units of cartridges and handles. I didn't promote alternative cartridges. I needed the purchasers to be uncovered to the product on Amazon, however as soon as they favored it, I needed them to return to my website for the alternative cartridges.

Customers didn’t want or need a deal with with each buy of cartridges, so they might go to our website for replacements. I was absolutely inside Amazon’s tips as I didn't market to its clients. Instead I pressured buyers to a special conduct. Once they bought from my website, they have been my clients.

I did the identical strategy with shave lotions, soaps and aftershave. I all the time bought these on Amazon in units with razors. If the shoppers favored it, they've to go to our website to replenish.

Amazon Ads Build Awareness

Amazon’s sponsored advertisements are just like AdWords in that they're key phrase-pushed. I used sponsored advertisements aggressively to focus on any firm promoting a razor as a result of the press value was a lot cheaper than paid search.

If you searched “Gillette” or “Schick,” I needed you to see my razors. It wasn’t concerning the conversion as a lot because it was model consciousness. The extra these shoppers see my model, the extra acquainted it will grow to be.

Amazon and web optimization Value

Once you start to drive your merchandise gross sales on Amazon they usually begin to present up excessive in Amazon’s search rankings, you'll possible discover that your Amazon gadgets may also present up in Google natural seek for your huge key phrases.

While I’m driving clients to Amazon from these natural listings, I am additionally displaying potential shoppers that my merchandise are bought in a number of locations — together with Amazon, which shoppers belief. Plus, in case you did your job appropriately on Amazon, you need to have good buyer evaluations — these little stars imply rather a lot to an undecided shopper.

Every ecommerce service provider that I converse to has considerations about promoting on Amazon. I can definitely perceive. But a lot of that is pushed from fable.

  • Myth M: “Amazon will kick you off for no purpose.”

No, it gained’t. The basis of the marketplace is third-social gathering sellers. As lengthy as you're inside the Amazon tips and never doing something underhanded or unlawful, you don't have anything to fret about.

  • Myth P: “When I get large enough, Amazon will take my enterprise.”

How precisely will Amazon take your model away? Amazon’s employees might ask you to develop into a vendor versus a market vendor. But that may be a strategic determination you can also make.

  • Myth O: “Amazon is completely totally different than an ecommerce retailer.”

No it isn’t. It is an ecommerce retailer with its personal, constructed-in search, which is key phrase-pushed, just like Google. Yes there are nuances to it, however it's ecommerce by means of-and-by way of.

Selling on Amazon is a choice based mostly round technique and management. There are some ways to listing and promote on Amazon to perform your finish aim of promoting extra and including glad clients. You have to find out the perfect technique that matches together with your model technique. Then you reap your properly-earned rewards.


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