More than ever before, retailers and shoppers want to be eco-friendly. This makes sense since the global surface temperature has risen by an average 0.17 degrees Fahrenheit per decade since 1901, and 2020 was the second warmest year to date. Consumers want to protect the environment from global warming, and so do sellers.
Now brands can better show their commitment to sustainable products with the help of Amazon’s Climate Pledge Friendly badge. Announced in the US in September 2020 (and later in France, Germany, Italy, Spain, and the UK in October), the badge strives to help sellers and consumers align on their environmental goals.
Climate Pledge Friendly is an Amazon certification program part of Amazon’s green initiative to power their operations with 100% renewable energy by 2025 and reach net-zero carbon emissions by 2040. The latter goal is part of The Climate Pledge to meet the Paris Agreement 20 years early.
So to incentivize sellers on its own platform to create sustainable products, Amazon partnered with third-party certifications and even created their own Compact by Design certification. Products with one or more of these certifications get the Climate Pledge Friendly badge. The badge is displayed on Amazon search results and product pages as pictured below:
In addition to being featured on products as they are found organically, shoppers can narrow their product search to Climate Pledge Friendly products only. This means brands have the opportunity to showcase their products to eco-conscious consumers, and eco-conscious consumers can tailor their product choices to their personal values.
Plus, qualifying products could make it onto the Climate Pledge Friendly storefront, where some products are highlighted by category and others get featured.
Climate Pledge Friendly items can be found across grocery, household, fashion, beauty, health, electronics, and computer and office products. The program is open to all vendors and sellers that operate on Amazon’s marketplace, and there is no fee to participate.
Climate Pledge Friendly products rank higher on Amazon search result pages. So early adoption is important. The sooner a product certifies, the higher it will rank in the long run. Think of it as another form of search engine optimization (SEO).
No doubt, the consumer market for sustainable products is growing and only expected to get bigger. By creating and marketing your products as eco-friendly, you can build and maintain brand values with proof. Instead of telling consumers you want to support the environment, you can show them.
While some criticize green marketing for giving larger companies that can afford the extra costs of green initiatives an unfair advantage over smaller competitors, the Climate Pledge Friendly badge allows even small brands to work towards sustainability.
Ultimately, the Climate Pledge Friendly badge shows consumers that your brand is trustworthy, caring, responsible, and planning for the future. That message resonates with millennials and younger generations especially, and having the Climate Pledge Friendly badge is an easy way to connect with them. With so much competition in ecommerce, supporting the right cause could be essential to standing out.
To get the Climate Pledge Friendly Badge, your products will need to be registered with a qualifying certification. Look for a certification that best suits your products and values. Each certification has different requirements and costs associated with them, and you will need to reach out to the certification body directly to apply and become certified.
Once your product is certified, the certification body will provide input to Amazon that will update your products with the Climate Pledge Friendly Badge. If you have a qualified certification, but the Climate Pledge Friendly Badge is not displayed, you can contact Amazon Vendor Central, Seller Central or work with your Pattern brand management team to make sure the badge is added.
Compact by Design is Amazon’s own certification program that focuses on efficient product design and packaging. It requires products to be efficient in their shape, concentration, and weight, and minimal in their packaging. By eliminating excess air and water, Compact by Design products can help reduce carbon emissions.
To evaluate products, Amazon measures them by their “unit efficiency,” where a unit is the total amount of product in a container. Unit efficiency is calculated as (cubed volume/unit) x (weight /unit). For example, a 16 fl. oz. liquid soap that is 20 cubic inches in size and 1 pound in weight would have a unit efficiency of 0.078125.
Amazon sets unit efficiency thresholds for over 100 different product categories. Products that pass their relevant unit efficiency threshold qualify as Climate Pledge Friendly. In the example above, the liquid soap’s 0.078125 unit efficiency falls under the 0.207686259 threshold for liquid soaps, so it would not qualify.
Do the math on your own products. They may already qualify as Compact by Design. If so, make sure they are registered in the Amazon Brand Registry program. Amazon uses existing product data from their catalog to automatically determine eligibility.
If your product does not qualify, consider how you can make future products more unit efficient or how you can update the production of your product going forward. You can get there with careful design.
Here at Pattern, we understand how important it is for brands to tell their story. The Climate Pledge Friendly badge is another way to do just that, to tell who you are and what makes you different.
If your product qualifies as Climate Pledge Friendly but you don’t see the badge, Pattern can push the process along in Seller Central. If your product packaging needs an updated design, Pattern can help with that too. (We’ve even won awards for it.)
If your product is certified by a group not included in the Climate Pledge Friendly program, we can help them submit a request for consideration. This is especially relevant for international brands, who may have certifications from around the world. Amazon is steadily working to add more certifications to its program, like EU Ecolabel, Blue Angel, and Nordic Swan. But in the meantime, Pattern can help.
So if you’re ready to get the most out of Amazon’s Climate Pledge Friendly program, contact us today and we’ll help you through the process.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.