The Pet Supplies category on Amazon has seen immense growth in recent years, increasing by 30% year-on-year to reach an estimated value of $600 million in sales in the USA.
Our latest benchmarking report analysed the presence of 100 consumer brands from 10 categories, including the Pet Supplies category, across the UK and German instances of Amazon. Below we share some insight into the customer experience provided by Pet brands on the marketplace.
The Pet Supplies category on Amazon is larger and more diverse than ever, so standing out amongst competitors should be a top priority for brands. A simple, yet effective way to do this is by reinforcing your brand pedigree through product imagery and branded content.
Your product imagery should look to add value to your written product content, highlighting special features to increase your brand’s position in category rankings as well as the click-through rate to the product pages. That said, our researchers found that brands in the Pet Supplies category on Amazon scored poorly on their product imagery – with only 40% using close-up images on all listings and only 20% including lifestyle imagery as part of their image stacks.
Similarly, for brands in the Pet Supplies category, a branded storefront allows you to create a dedicated Amazon URL for prospective customers to shop from, plus lets you curate brand-specific content to help shoppers discover your full product selection. In addition, investing in A+ content can help to strengthen your credentials with customers who already have awareness of the brand.
Brands in the Pet Supplies category tend to face significant competition from unauthorised third-party sellers on their top product listings on Amazon. Results from our report showed that 80% of brands in the category had on average six or more sellers on their top three product listings and the remaining 20% of brands had on average between two and five sellers on their top listings.
To add to this, half of the brands we reviewed in the Pet Supplies category were struggling to win the Buy Box for their top products. The Buy Box on Amazon allows customers to make a quick purchase without considering who they are buying from.
With this in mind, it’s vital that brands selling on Amazon inspect listings being hijacked by third-party sellers to ensure they are not damaging to the brand’s Amazon presence. Not only this, but improving your customer service proposition to respond to customer questions and negative reviews will help to build trust and avoid a confusing customer experience.
Many brands consider Amazon as a shortcut to internationalisation. This is particularly true for Europe where it is possible to list products in one market and have them sold on all six European instances of Amazon.
However, accurately translating all product descriptions for each market, and ensuring product pages are optimised with localised keywords, is crucial to ensure those products will rank in search results and convert.
Our researchers found that despite the fact that almost all brands reviewed from the Pet Supplies category were selling in both Amazon in the UK and Germany, only 40% were localising their product content to a satisfactory standard. For products being sold on multiple instances of Amazon, we recommend that all content is fully localised for the market, including descriptions, bullet points, and A+ Content, especially where listings are sponsored.
The sheer size and scale of Amazon makes it a great platform for brands looking to internationalise and grow their online market share. However, the results from our report prove it’s vital that brands strive offer a best practice customer experience on the marketplace as is recommended for any other digital selling channel.
Download the full report here to find out if your brand was one of the 100 consumer brands scored as part of our research.
For more insights into the Pet Supplies category on Amazon or to hear more about our Amazon Seller model, please contact us here.
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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.