In 2020 it’s not a question of should your brand be selling on Amazon, but how you are selling on Amazon.
There are four core values that must form the bedrock of all brand strategies on Amazon. Let’s call them ‘The New Rules For Retail’.
“We’re not competitor obsessed, we’re customer-obsessed. We start with what the customer needs and we work backwards.” So said Amazon founder, chairman and CEO Jeff Bezos in a quote perfectly encapsulating his obsessively customer-centric approach to business. The lesson
for brands? Obsess over your consumers too. That’s what Amazon wants, that’s what the algorithm rewards, and that’s what brings success. So, when strategizing, bring every proposed tactic back to the consumer. Put yourself in their shoes and ask how it will affect them. Is it convenient? Does it make their lives easier? Does it save them time? Does it save them money? And so on. If the answer is yes, your strategy’s on the right track. If it’s no, then back to the drawing board.
The mass disruption of Amazon means retail will never be the same again. And sure, this has caused problems for brands. But it’s all about perspective. The smart approach is to tip this disruption on its head. Use it your advantage, viewing it as an opportunity rather than a threat. In this digital-first age of Amazon, many of the traditional rules no longer apply. And this is a wonderful thing. It means you’re free to open your mind and rip up the rule book when it comes to strategizing for maximum eCommerce success. So, play the disruptors at their own game. Take a microscope to every last element of your current business model and examine each through the prism of digital. What needs to stay? What needs to go? Some of it? All of it? Just one crucial piece of it? Is there something new you can add? Where can you innovate? What can you reimagine?
With the constant and rapid technological advancement of eCommerce, the only constant changes. Nowhere is this more apparent than with Amazon. Whether it’s changed to its search algorithm, its advertising products, its content offerings or its delivery services, Amazon is a fluid entity, both a trendsetter and a trend follower, constantly adapting and growing to best meet the ever-changing needs, demands and expectations of the modern consumer. Brands must evolve in line with this to succeed, or they risk being left in the dust by new digital-first competitors, whose success is driven by their inherent agility.
Many brands fear Amazon and waste time and resources figuring out how to compete with it. But resistance is futile! Not only is this approach like trying to turn back the tide, but it’s also outdated. In the past, the dynamic between brands and retailers was challenging, if not downright adversarial. But today it must be a partnership between brands and Amazon. That’s the winning approach. To get the most out of this partnership, ask yourself this very simple question: What does Amazon want? The answer, also very simple, is it wants to sell a product. So help Amazon sell your product. Unite in putting the customer first. Send them engaged traffic. Deliver the content that converts. And they, in turn, will reward your efforts. If you scratch their back, they’ll scratch yours.
Want more insights on the key actions that brands can take to increase conversion rates in the Amazon Marketplace?
Access our Amazon Sellers Guide
- Understanding and optimising for the Amazon algorithm
- How to ‘brand lock’ your product detail pages to minimise competitor distraction
- Drive external traffic to your Amazon listings
- Optimise your product search placements on Amazon