3 Tried and True Tactics to Boost Your Amazon Product Pages
E-commerce platforms like Amazon have radically shaken up the retail industry where every brand, whether big and small, needs to think about how their brand can compete with third party vendors. We chatted with established brand in the process of revamping their approach to selling on Amazon and they shared some key insights and lessons about what you need to know to build a winning profile.
Did you know for instance, that the top three search results in less developed categories tends to net 90% of the sales? Wowzers that’s intense competition. Since there’s already plenty of advice, agencies and guides out there to troubleshoot your product pages, we wanted to bring you firsthand advice from folks on the ground living this challenge who can help you recognize what’s working and decide what needs help.
Lesson #1: E-commerce is changing the way your brand does business, and being first matters.
“Our company has several business units for different household items that are cross-noted in multiple Amazon categories (for example, we have some cooking items that are in both Food Storage and Home & Kitchen). We are also working to optimize our product content and standardize it across all eComm retailers.
A study conducted by IRI, BCG and Google in 2014 estimated that by 2018, online sales would account for 5% of all CPG sales, and Amazon accounts for half of that. As we look at our business growth, we hold this out as a useful benchmark. One thing is clear, due to the nature of the Amazon algorithms the companies that were the first are the hardest to unseat. The first mover advantage here is enormous.”
Lesson #2 – Try tactics that block out third party competition, like Amazon Prime Pantry
“Our current strategy is to establish as many of our products as we can in those top 3 spots and that takes time and resources. As a rule of thumb, the top three places in a category get 90% of the sales, and while this is getting less and less true over time, this is what you’re fighting with when you are the second person to market. If you’re #1, you’re getting more exposure, highest search ranking and all algorithms are working in your favour to keep you in first place.
For us, the Amazon Prime Pantry has been a solid performer. To shop in the Pantry, a consumer must be an Amazon Prime member and the idea is akin to shopping at the grocery store. You select products that fill an actual box, the system tells the shoppers how much of the box is full and then ships it directly for $5.99 (on orders over $75 and up to 22lbs). It’s familiar for shoppers and they can order smaller sizes or individual jars. For us we’ve had great results because manufacturers get a bit of insultantion from third party competitors, it’s a bit of a pure environment.”
Lesson #3 – Be experimental with new products from Amazon to see what sells your brand best
“Amazon’s Dash button will be a game changer. It’s still quite new but it’s definitely a priority for Amazon. The beauty of Dash is that it’s consumer loyalty generated. One a someone has a Dash button for one of our products in their drawer, it’s extremely unlikely they will buy a competitive brand. Essentially, we can stop marketing to them. Every major manufacturer wants their Dash button in your cabinet. It’s a land grab.
The content piece is huge and really mandatory to succeed on Amazon. Managing that content, and developing it, is worth it. There are some brands who are really good at it and we’re learning from them. As we get more familiar with what drives sales here, we are planning to do less catch-up and more innovation.”
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