According to eMarketer, health and beauty was Amazon’s third-fastest growing category in 2019, with sales totalling 44% of all online health and beauty sales in the USA. With more consumers turning to online marketplaces to purchase their beauty essentials, could selling beauty on Amazon help to drive incremental sales for your brand?
Based on the results of our research on the best practice Amazon customer experience provided by 100 consumer brands, we found that the Beauty category in particular scored very poorly, with eight of the 10 beauty brands that we reviewed placing in the bottom 20 brands overall.
Drawing on the results from this report, we’ve provided our tips for selling beauty on Amazon.
Beauty products are notoriously tricky to purchase online, therefore including lifestyle imagery or videos on product listings can help to build consumer confidence in what they are buying. Likewise, adding simple text to secondary images, pointing out key ingredients or brand pedigree is beneficial.
While this sounds simple to achieve, less than half of the brands we reviewed used close-up images on all three of their top listings that we reviewed, and only 10% included lifestyle photographs as part of their image stacks.
Albeit not relevant for every product, many brands in this category could benefit from adding product variations showcasing different shades or product sizes on single listings. Keeping similar products rooted under parent ASINs to enable browsing of product variations is considered best practice when selling beauty on Amazon, helping to make product discovery easier for customers.
While beauty brands generally invest time and money in the presentation of their brand online, Amazon appears to be the one sales channel that they are not yet fully utilising to highlight their brand and product messaging.
Enhanced brand content allows brands to educate customers about product benefits and attributes, to help make a stronger first impression. However, we found for those selling beauty on Amazon, brand content was limited.
Only 10% linked to a branded storefront, and only 20% included A+ content to all their listings. Offering A+ content and a branded storefront allows brands to align their Amazon brand collateral and presence with that of other sales channels.
Competition is fierce on Amazon, and if your brand is not being sold on Amazon by yourselves, it will be by other third-party sellers. Resellers in the Beauty category can vary in terms of pricing, packaging, and delivery costs and times; which can be damaging to your brand reputation, and generate negative feedback for your products.
When analysing the average number of resellers on bestselling listings, 50% of brands in the Beauty category, had 6 or more sellers listed. For this reason, it is vital beauty brands seek to build on a defence strategy via Amazon – to attempt to take back control over their brand.
Although brands in the Beauty category do well at dominating the search results on their brand term, we found that the top search results for their brand term are often occupied by listings where a third-party seller is winning the buy box. To our surprise, only 10% of beauty brands reviewed had Amazon winning the Buy Box for their bestselling listings.
As one of the largest Amazon sellers globally, we hope to remind brands who are selling beauty on Amazon that the responsibility falls on them to ensure their presence on the marketplace delivers a great customer experience.
Download the full report here to find out if your brand was one of the 100 consumer brands scored as part of our research.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
It’s challenging for brands on their own to maintain the many different focus areas to have remarkable success on their own D2C platform. But ecommerce is a complex, growing landscape and encompasses more than just your own DTC site. An effective ecommerce strategy includes multiple different digital marketplaces, such as Amazon, and it is an uphill battle for brands to stay competitive, relevant, and drive conversions across all.
Brands can have in-house experts who specialize in different areas of ecommerce, but it’s extremely difficult to have the depth of resources to stand up an entire team of experts who know all the intricacies and nuances of each ecommerce channel.
Pattern, the premier global ecommerce accelerator, has marketplace experts in all areas, across all global marketplaces, who help any brand expand their bandwidth, gain access to new resources, data, and expertise, while accelerating their ecommerce growth.
Stance is an extremely popular, fast-growing, and visually engaging lifestyle clothing brand. Stance’s in-house creative experts nailed down their D2C product imagery and established a clear brand vision and voice on its own platforms. However, the problem was that the product images that work on their D2C sites differ from images that perform well on Amazon and other ecommerce marketplaces.
Stance was in search of a partner with deep knowledge of and experience on ecommerce marketplaces who could help curate lifestyle and product imagery catered to Amazon.
Original Stance Product Images on Amazon:
As its 3P partner on Amazon, Pattern experts organized, produced, and shot product imagery that highlighted the brand and the product while complying with Amazon best practices.
To accompany the new, updated image look and layout, brand experts also revised the overall listing. This included:
Adding information like a size guide, quality materials, etc. on specific product imagery
Brand highlights such as the brand’s mission statement in the image stack
Additional lifestyle imagery that was consistent with its other ecommerce channels
Stance Product Images with Pattern:
Same day results when the images were updated:
Average Conversion Rate Before Image Stack Update: ~21.8%
Average Conversion Rate After Image Stack Update: ~34%
Pattern has the unmatched expertise to help brands make smart decisions and strategies to ensure all channels flourish. Creative and copy experts for Amazon and other digital marketplaces will make sure your image stack, copy, and product listing is curated, optimized, and impactful to grow your brand and increase conversion.
Get in touch with our team to learn how Pattern can reimagine your creative strategy.