Winning the Amazon Retail Battle

Winning the Amazon Retail Battle

Winning the Amazon Retail Battle

For ecommerce marketers, an Amazon presence is gold. Currently, about 98 million users access the site each month – second only to the number of visitors flocking to Walmart online. But naturally, there’s a catch. The popularity of Amazon, not surprisingly, generates fierce competition among the site’s resident retailers. Everybody, it seems, is battling for a piece of the pie. Which makes it nearly impossible to get noticed -- unless you’re a high-profile brand.

Now for the good news -- brands of every type can buck the odds, stand out, and generate robust Amazon sales. The trick? Implement the following basic steps.

Diversification is crucial. Basically, if you’re a one or two product retailer, competitors can go head-to-head with you. You’re easy to match. Then it’s a dogfight. Good luck.

The solution? Offer an extensive, diverse product line, which expands your customer base. So what if a couple of products get trounced; you have other aces in the hole.

Competitive pricing is equally important. Not surprisingly, cost cutting is rampant among Amazon sellers. The obvious byproduct of brutal competition. Retailers who don’t trim will fall behind. The obvious move – offer the deepest discounts possible. But, you say, wholesale costs have you stymied. Any more price shaving, and you’ll be in the red. Understood. Which is why Amazon retailers, especially lesser-known brands, must buy in bulk. Will require finely-honed negotiation skills. But well worth the effort.

Finally, there’s the whole matter of uniqueness. No question about it. A distinctive brand will go far, adding to the appeal already generated by price cutting and product diversification. The field is wide open. So experiment until you find the winning formula. You’ll be rewarded with heightened brand awareness, and if luck smiles on you, a nice little bump in sales.

If you have questions or comments about improving brand performance on Amazon, or about any other brand-related topic, feel free to send them our way.

You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.