4 Amazon Revenue Growth Hacks

Tiffany Milar

July 29, 2021

If you’re building or expanding your brand, you already know the importance of Amazon growth. Amazon is the most important ecommerce marketplace in the U.S., and it’s only growing in prominence. While some brands excel on Amazon, others fall short of their goals and potential, and it can feel intimidating to invest time and resources into Amazon if you’re not sure this investment will pay off.

But what if we told you that ecommerce success isn’t erratic and arbitrary, but something brands can predictably achieve when focusing on a few key goals? At Pattern, working with hundreds of brands on Amazon has shown us that ecommerce success isn’t unattainable or random—it’s a mathematical equation that can be solved. And this equation is fairly straightforward: if you want to accelerate your brand on Amazon, you need to master insights, traffic, content, and protection. Not sure what we mean? We’ll tell you all you need to know below.

1. Insights: Harness the power of data to know where your brand stands in the market

Since selling on ecommerce is still relatively new, many brands lack insight into their brand’s online presence. It’s not uncommon for brands to be unaware of who’s selling their product on ecommerce, what their web listings look like, what’s happening to their prices across marketplaces, or even how much sales revenue is generated through ecommerce platforms.

Although this situation is common, it’s a dangerous pitfall that prevents brands from maximizing their Amazon growth. To fulfill your brand’s potential you must have real-time ecommerce data informing you on your prices across marketplaces, the efficacy of your listing pages, and how you measure up to your competition.

Understand your Digital Shelf

Using data to determine your “digital shelf” is an important step in forming a comprehensive picture of your brand’s ecommerce standing. Just like brick-and-mortar stores place products on a physical shelf alongside competitors, ecommerce products exist on a digital shelf of competitors. On the digital shelf, products compete on a keyword or key phrase level.

Instead of assuming you know who your primary competitors are, rely on data to tell you. Brands are often surprised to find out that their ecommerce competitors aren’t who they thought they were, as ecommerce competitors can vary widely from your brand’s traditional competitors.

“It’s important for brands to understand, ‘Well, who am I competing against? What keywords are they winning? Where’s my opportunity?’” said Pattern Head of Revenue Operations Scott Crandall. “If you don’t know who you’re competing against, it’s tough to really win.”

Find your market share

Once you have a good idea of your competition, you should next gather and analyze data about your market share, both compared to your competitors and over time. Even if you think you’re growing at a solid pace, that pace may not be enough to keep up with competitors who are growing more quickly.

At Pattern, we help brands increase their awareness with a marketplace performance score, which analyzes data on product traffic, conversion, and price to illuminate missed revenue growth opportunities. Some factors that contribute to this score include how your listings look, whether they’re SEO optimized, and your response rate to consumer questions.

No matter how you decide to stay on top of your brand’s ecommerce data, make sure you’re seeing the whole picture—isolated data means very little if it doesn’t tell you about your missed opportunities and how you compare to competitors.

2. Traffic: Focus on advertising as a key lever to increase your organic traffic and build your business

It’s not difficult to see why driving traffic is so important in ecommerce success—if consumers don’t see your product, they’ll never have the opportunity to click “add to cart.” An effective ecommerce advertising strategy will leverage both paid and organic traffic to increase sales and ultimately improve your organic search ranking on Amazon.

Advertise based on the customer experience Funnel

At Pattern, we reference a customer experience funnel while forming advertising strategies for our brands. The first step in any ecommerce advertising strategy, which forms the base of the funnel, should be creating retail and brand readiness by optimizing product listings.

The next goal is to reach shoppers who are most likely to purchase your product through sponsored products, sponsored display, and Amazon Display and Video (DSP.) Once you’ve completed those two goals, you should then start working on standing out in your category with sponsored brands, sponsored products, and sponsored display.

The fourth goal is to build your brand with Amazon DSP, sponsored brands video, and over-the-top. The final step is to expand your reach and build awareness with over-the-top audio ads and Amazon DSP.

Customer Experience Funnel

By crafting an advertising strategy with the help of this framework, you can expand your reach and increase your organic ranking over time. Focusing on ROI as the sole metric to determine advertising success is an outdated strategy.

“We see this all the time,” Morales said. “A brand has a great return on investment, and then we come to find that 80-90% of what they’re doing is branded keywords. In many cases, those are shoppers that would’ve purchased anyway.”

Focus on more than branded keywords

By shifting advertising focus to winning keywords and categories, brands may see an initial lower ROI but can feel confident that the incremental revenue driven by ads is hitting the top line for their business. Instead of just reaching the shoppers that would’ve bought your product anyway, you’ll be able to reach new customers and improve your organic rank over time.

The importance of improving organic search rank through advertising is too often ignored considering its implications on Amazon. 80% of all the clicks on Amazon happen on the first page of results. 58% of shoppers don’t scroll past the first 12 listings. 60% of all clicks go to the top 3 products, and 35% of those go to the top organic product. Seven out of 10 shoppers don’t bother going to the second page of search results.

“The ultimate end goal in every marketplace is to improve organic ranking, because that will increase the size of the pie that we’re capturing for the brand or the product at large,” Morales said.

3. Content: Don’t just create content–create content that converts

Mastering content is closely related to mastering traffic. Along with an effective advertising strategy, high conversion rates will also improve your organic search rank. The A9 algorithm rewards brands and products that convert, and content is the key to conversion on Amazon.

Don’t waste your space

Creating content that converts starts with creating content that engages and creating as much as possible. Take advantage of every Amazon opportunity to publish content—in a product listing, for example, fill every image slot available. In these spots, publish only high-quality photography and video. In addition to photos of the product itself, include lifestyle photos, aspirational photos, and photos of the product in use to help consumers envision themselves with your product.

Educate with your content

The next key goal of content creation should be education. When consumers land on a product listing page, answer every question they may have about the product’s features, specifications, and benefits. Use iconography or infographic images to communicate information in an engaging, digestible way, and show the product in use to give consumers a better idea of the product’s size and function. Pull powerful testimonials or reviews to highlight others’ positive experiences with the product. This kind of content both improves conversion rates and decreases the rate of returns.

Keep your content consistent

Finally, your content should connect with consumers consistently. Learn about your demographic so you can connect with them better and keep them in mind always. Focus on maintaining consistent voice, branding, and style. This consistency has the added benefit of decreasing brand erosion across marketplaces.

“Once you have these three things, we see an increase in conversion,” said Pattern Chief Creative Officer Josh Mendenhall. “What I like about ecommerce creative is that it is so measurable. You can’t measure how well a billboard does on the side of a highway. You can tell that when you switch image 2 and 3 placements on Amazon, the conversion rate changes.”

4. Protect: Fiercely protect your brand and price on ecommerce

Once you’ve gathered data to guide your ecommerce decisions, crafted an advertising strategy focused on improving organic search rank, and optimized your listing content, the final hack to maximize your Amazon growth is protecting your price and brand. This brand protection is the only way to avoid price erosion, maintain cross-channel consistency, and preserve relationships with brick-and-mortar sellers.

Catch MAP violators

Having multiple random sellers for a given product is a recipe for MAP policy violations and price erosion. In many cases, brands aren’t even aware of all the vendors who are selling their products on Amazon. These sellers often lower the price below MAP, decreasing your profits and causing suppression on Amazon.

“The more offers that you have on a given listing, the more it drives down the price and vice versa,” said Pattern Head of Revenue Operations Scott Crandall. “We see this consistently across so many brands and channels.”

Manage seller opportunity

If Amazon can find your product cheaper elsewhere, your Buy Box will not be optimized and you’ll see lower conversion rates. This price disparity also introduces cross-channel consistency problems. If one random seller sells your product below MAP, that can impact your relationship with brick-and-mortar sellers. These retail sellers may be following your MAP policies and seeing a decrease in sales since shoppers can find the product for cheaper on Amazon. In response, you lose leverage in your annual negotiations with brick-and-mortar.

The solution? Limiting additional Amazon sellers as much as possible and strictly enforcing your MAP policy. This keeps your prices at MAP, shows you have your brand under control, and gives you leverage in negotiations with brick-and-mortar retailers.

Grow Amazon revenue with Pattern

While ecommerce success may not be easy, it is simple—it just requires you to harness the power of data, advertise to improve organic rank, craft content that converts, and protect your price and brand.

For a small ecommerce team, mastering these four elements may feel overwhelming, but that’s why Pattern is here. We support brands in this acceleration framework at no cost to you. We can step in as little or as much as you need. Interested in learning more?

Get in touch now.

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MAP Pricing vs MSRP: What's the Difference? (blog header)
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MAP Pricing vs. MSRP: What's the Difference?

“MAP” and “MSRP” are two of hundreds of acronyms floating around in the world of ecommerce, and they’re two of the easiest to confuse and misunderstand. While MAP and MSRP do play similar roles, they also have key differences that can work in tandem to support and protect your brand on marketplaces.

So what are MAP and MSRP and why do they matter? Here’s what you should know: 

What is MAP?

MAP (or minimum advertised price) is the minimum amount that a manufacturer or wholesaler recommends resellers advertise their products for. MAP pricing policy is essentially a one-way boundary you set to protect your brand, protect the margins of your resellers, and maintain fair competition across all of your distribution channels.

When setting a MAP policy strategy, remember the important things you’ll want your MAP policy to do are:

  1. Protect the interests of your brick-and-mortar resellers, giving them the margins they need to display and carry your product as well as sell it.

  2. Stay small enough that it discourages resellers from heavily discounting your products and keeps competition fair.

  3. Accurately reflects on the brand image and value you want to reflect.

“Advertising” and “recommends” are the key terms here. MAP policies should only recommend the price that is advertised online or in-store for a product, not attempt to fix the actual selling price of the product—that’s illegal—or recommend the actual selling price. That’s MSRP’s job.

Benefits of MAP

MAP not only keeps competition fair, but allows you to control your brand identity and promote consumer trust of your product and brand. Here are some of the benefits of having MAP policies:

  • Better brand protection and control

  • Creates a level playing field for retailers

  • Reduces bad customer experiences

  • Provides an accurate performance analysis

How Can Brands Effectively Enforce MAP?

It’s critical that MAP policies are structured in such a way that a brand avoids violating anti-trust laws. One way brands can effectively enforce MAP is by simply monitoring online product prices across digital channels to identify fluctuations in the market. 

At Pattern, we help brands not only develop a MAP policy, but also enforce it. Enforcing MAP policies and gaining marketplace control includes finding unauthorized sellers, which Pattern’s data finds. Once Pattern finds the unauthorized sellers, Vorys eControls (Pattern’s legal partner) steps in and handles the takedowns of unauthorized sellers, continuous enforcement of brand management, and reseller policy enforcements.

What is MSRP?

MSRP (or manufacturer’s suggested retail price) is how manufacturers standardize pricing across their resale channel and determine what price is fair for their product. The key difference between MSRP and MAP is that MSRP is the actual price manufacturers set and recommend retailers charge for their goods while MAP is the advertised price. 

MSRP doesn’t necessarily have to be the final price of a product—it’s most often a starting price—but it is determined by taking into account all of the costs associated with the distribution and manufacturing process for a product and the margin amount resellers need in order to make a profit. MSRP also establishes value. For example, if a brand wants to build a premium brand, the MSRP can reflect the actual or perceived value of their product.

Benefits of MSRP

Setting up an MSRP for your product includes the following benefits:

  • Maintains brand equity

  • Establishes brand and product value

  • Standardizes costs across marketplaces

How Can Brands Effectively Enforce MSRP?

Like MAP pricing, MSRP has to be set up as a one-way policy and not an agreement between a manufacturer and a reseller to avoid landing a manufacturer on the wrong side of the law. It’s a recommendation, not a contractual bind. As mentioned for MAP policy, Pattern helps brands effectively enforce MSRP with our proprietary data and expertise to protect their brand. 

How Do MAP and MSRP Work Together?

MAP and MSRP have different applications that may prove useful in different scenarios. For example, MAP policies are typically more useful in marketplaces where competition is fierce and price erosion happens easily if sellers are left unchecked. Ideally, however, MAP and MSRP are a dynamic duo that work together to serve the interests of your brand, support your resale channels, and protect your resellers.

Setting an MSRP establishes value for your product and lets your resellers know you’re serious about controlling channel conflict, maintaining pricing equity, and protecting their margins so they’re more confident setting pricing at the MSRP level.

MAP is the second half of setting a pricing policy. Setting a MAP price for your product, in addition to an MSRP, further standardizes pricing across your resale channel and gives legitimate resellers a fair environment to compete in while setting boundaries against unauthorized sellers harming your brand.

MAP combined with MSRP creates a stronger level of brand protection, giving your brand more sustainable, profitable growth.

Maintain Brand Control With Pattern

MAP policies can be tricky to draft, because there are so many legal lines to tiptoe around and so much nuance that goes into pricing. They can also be tricky to enforce without the right tools. At Pattern, partnered with Vorys, we have the tools and resources to help you maintain brand control on all marketplaces. 

As an ecommerce accelerator, Pattern can help you identify MAP violators and regain control of your brand online so that your image and your resellers are protected. To learn more, contact us today.

Athlon Optics Walmart.com Launch Has Record Setting Sales within 3 Days
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Athlon Optics Walmart.com Launch Has Record Setting Sales within 3 Days

Athlon Optics sells scopes and other optical accessories like binoculars for anyone who may be hunting, shooting recreationally, or competing.  After achieving significant success on Amazon, the brand wanted to launch on Walmart. As a growing marketplace with huge growth forecasts, Athlon saw their competitors already staking claim on walmart.com and saw opportunities for increasing their sales.

As a prestigious brand in its category, with loyal consumers, Athlon does so much with very few resources. With less than twenty employees in the entire company, managing everything from customer service to product development, their ecommerce team needed support to scale to a new marketplace.  And, they needed a partner who had a relationship with and deep understanding of walmart.com to accelerate their growth. Pattern is a one-stop shop for Athlon, providing the resources and expertise, so Athlon could also save budget and stop outsourcing so many different aspects of their marketplace business.

Athlon Optics Prepares for a Seamless Launch

Sometimes brands who transition from 1P to 3P with Pattern have no proprietary sales, marketplace data or content such as product images, video, or optimized copy. These circumstances create a more hands on transition for Pattern and may interfere with launch expectations. 

But Athlon was the consummate partner and overly prepared to transition to 3P– buttoned up, organized, and ready to take on walmart.com’s list of launch needs. Athlon provided all the required assets on time and was very organized.  The images were shot, formatted, and categorized as A+ content that Pattern ported over.  This process dramatically reduced wait times and lag times within the platform.  Plus, since the content was optimized for marketplaces, all images, copy, and listing information uploaded in the first pass. 

Pattern’s Walmart Expertise Leads to Success

But the content worked because of Pattern’s resources and marketplace expertise.  Pattern provided Athlon with a very clear outline of needs and expectations for seamless launch and this process has become a playbook for other brands on walmart.com.  The team’s mutual partnership and Pattern’s diligent follow up with and detailed attention to Walmart processes and logistics prevented Athlon from getting lost in the weeds. 

Three Days is All it Takes

The successful, thorough, and quick transition to 3P with Pattern secured Athlon most likely the fastest ramp-up periods for any brand on Walmart.com.  

Together we achieved success such as:

  • 'Best in class' turnaround–98% faster onboarding than average brand on Walmart.

  • First sale within the first week of landing at Walmart. 

    • Unprecedented turnaround considering the ramp up usually needed to gain momentum and traction with reviews on Walmart. 

  • Exceeded initial first month growth projection by 34%.

Athlon was so impressed by the ease and simplicity of its launch and execution on Walmart that the brand wants to grow our 3P relationship with other marketplaces such as Amazon Canada and Target+.

And, in the meantime, look out for Athlon Optics in Walmart Deal Days in 2022.  A huge win for any brand tied to organic advertising and new traffic opportunities across all media.

Pattern Helps Brands Expand Marketplaces 

Pattern has the 3P partner experience and deep expertise on Walmart and other global marketplaces to help a brand expand their footprint to maintain sales momentum and a competitive edge. Pattern, an ecommerce accelerator, takes on the responsibility of your stock and provides the expert resources needed to successfully launch and continue to grow your revenue on global marketplaces. 

Learn more about Pattern’s expertise and partnership on Walmart.  Contact us today.

Amazon A+ Content
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Amazon A+ and Premium A+ Content: Pros and Cons Brands Need to Know

Long gone are the days when Amazon listings were limited to a simple product description, five bullet points, and eight pictures. As the platform, and number of sellers, has grown, sellers have had to be more and more strategic and eye-catching to increase traffic and conversions on their listings.

Brands on Amazon have plenty of attractive options available to design their Amazon storefront, which reside in two of Amazon’s content tools: A+ Content and Premium A+ Content (or  A++ Content).

Here’s the pros and cons of brands using A+ Content vs. Premium A+ Content:

What is Amazon A+ Content?

Amazon A+ Content is a standard feature available to all Amazon Sellers and free as one of the many benefits of Amazon Brand Registry. 

With A+ Content, a product listing can have more than a plain text description and standard photo reel–it can include high quality multimedia photos and videos alongside eye-catching information to share the product story, and not just the product appearance.

Some noteworthy features that Amazon A+ offers are:

  • Multiple, varied images of a product

  • Strategically concise introduction

  • Video

  • Bullet points

  • 360° product views

  • Matrix comparison charts

  • “What’s in the box” section

What is Amazon Premium A+ Content?

Amazon Premium A+ Content, or Amazon A++ Content, is a tool that goes a level beyond basic A+ Content, giving brands the ability to showcase their product’s most important features and benefits with a modern, visually appealing structure. 

In August 2022, Amazon announced Premium A+ would be available on Seller Central for free usage during a promotional period. Previously, Premium A+ content was available only by invite for brands using Vendor Central and could cost anywhere from $250K and $500K per product. 

With Premium A+ content, a brand visually communicates using imagery and video, and relies much less on text due to strict character limits for product descriptions. According to Amazon, implementing Premium A+ content can increase your sales by 20%.

For the first time ever, Premium A+ expands the usable real estate of the page, using the entire width of the screen for a sophisticated and modern feel.

Some noteworthy features that Premium A+ offers are:

  • Video

  • Full-width imagery

  • More space

  • Clickable Q&A

  • Interactive comparison charts

  • Carousel modules

  • Mobile-friendly and voice-friendly product pages

  • Testimonials

Pros and Cons of Amazon A+ vs. Premium A+ Content

Although their purposes are similar, there are some key differences between A+ Content and Premium A+ Content. Here are the pros and cons for each tool:

Basic Amazon A+ Content

Pros:

  • Free and unlimited use for all Vendors.

  • An effective tool to enhance customer experience and product listings.

Cons:

  • Less features than Premium A+.

  • It's not as visually appealing as Premium A+.

Premium A+ Content

Pros:

  • There are 16 extra modules to choose from that are media-rich and make an impact.

  • You have two more available module slots than Basic Amazon A+.

  • Overall, there are more possibilities for hyper-engaging content.

  • You can expect a sales rate increase of up to 20% with Premium A+, according to Amazon.

Cons:

  • Amazon has positioned Premium A+ content as more of an exclusive tool, requiring eligibility based on past content to qualify for Premium A+ content. 

  • Character limit restrictions are more strict than Basic Amazon A+.

Elevate Your Amazon Content with Pattern

Ultimately, both of these tools exist to help you and your brand provide customers the best online shopping experience possible. Although Premium A+ offers plenty of exciting new options for enhancing customers’ buying experience, it may not be for everyone. Optimizing your Amazon listing with A+ or Premium A+ Content can provide the best opportunity to build a strong reputation for better brand-recognition and customer affinity. 

Our creative and digital marketing experts at Pattern can help brands use A+ Content and Premium A+ Content to increase conversions and give buyers an amazing experience.

Learn how Pattern can help you increase conversions on Amazon. Contact us