We recently launched the second report in our Amazon benchmarking series, this time analysing the efforts of 50 brands from five categories selling on the German instance of Amazon. In this blog, we outline some of the key findings from this piece of research and provide you with tips to increase your sales on Amazon in Germany.
Product content determines placement in search results. Relevant and complete information on product pages helps brands to increase their products’ visibility in search results and also sales conversion. Meanwhile, optimising your images on product listings is crucial to drive conversion and increase your sales on Amazon in Germany.
Significant improvements could be made to the product information and imagery provided by many of the brands reviewed. Only six of the 50 brands analysed were making proper use of the product bullet points that allow features and functionality of a product to be highlighted. Similarly, only 11 of the 50 brands were using simple text on secondary images for all products, to call out product details.
Best-practice imagery will allow you to stand out from the millions of other listings on the marketplace. Brands should consider implementing an ongoing product content optimisation strategy to ensure that product content drives sales conversion. Insight to amend product content should be drawn from negative reviews and customer questions.
Customer questions help you to understand what your audience wants to understand about your product. You should consider whether to add information that is requested to your listings. As part of our study, our researchers evaluated customer service management on listings.
The majority of brands we scored had a customer question on at least one of the product pages we analysed. However, 32% did not reply to any customer questions, reducing the likelihood of visitors to those pages completing a purchase. We recommend that brands address questions themselves; rather than leaving other customers or third parties to answer, as they may not give the correct response.
Good reviews are key to building your brand’s reputation on Amazon. Customer reviews and ratings determine where your products rank in search results, and help to improve conversion rates. Amazon previously allowed brands and sellers to respond to negative reviews, but as this feature has now been removed it’s even more crucial to ensure product descriptions are accurate to prevent negative reviews.
Competition is fierce on Amazon.de for the top brands. All of the brands we reviewed have products that are sold directly by Amazon, and we were keen to see how well brands were competing against third-party sellers who may also be listing and selling the same products.
Our researchers found that the number of brands with many third-party sellers offering the same products was extremely high. While competition can be good for consumers, it also creates the risk of a poor perception of the brand.
42% of brands in our study had an average of six or more sellers on their top three listings. In addition, 20% of brands had third parties winning the Buy Box on at least some of their top three products.
We recommend brands ensure they have a strong seller proposition in place in terms of price, fulfilment, and marketing to maximise their chance of winning the coveted Buy Box over third-party sellers.
Whilst many brands were seen to be getting the basics right on the marketplace, a full analysis of the results from our study shows that even brands with a relatively strong presence on Amazon.de could improve their sales performance further with a number of relatively simple changes.
Watch our one-hour webinar where Pattern’s Country Manager for Germany Torsten Schäfer takes you through the findings from our new research and shares how we could support you in developing your marketplace strategy.
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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.