Amazon is a growing digital channel for ecommerce brands, but when brands lose control on the marketplace it damages profitability for both their online business and their brick and mortar channels. Below are 8 signs to look for to see if your brand is out of control on Amazon.
8 SIGNS YOUR BRAND IS OUT OF CONTROL ON AMAZON
You can also download the cheat sheet here.
Whether all of your sellers are authorized or not, they have the same access to update your product listing, image stack, and feature description—giving them equal power over your brand. Plus, they all want to win the Buy Box, forcing them to compete on the only thing that differentiates sellers of the same product: price. The more sellers your product has, the more vulnerable your listing and price become.
Your product title, image stack, bullet points, product description, and A+ Content are all part of your Amazon content. In short, your Amazon content is the information your customers use to decide the quality of your brand and whether or not to buy. Not maintaining control of your #1 conversion tool (images & bullets) on Amazon is a recipe for poor brand representation, confused customers, and lost sales.
Poor quality is not the only thing that causes poor reviews. Unauthorized sellers who have poor customer service, create misleading product listings, and send damaged products cause poor reviews that don’t accurately reflect your brand or product. Without control of your Amazon business, poor reviews can plague your listings, hurt customer trust in your brand, and result in lost sales.
Amazon is committed to providing the lowest price to its customers. So, when a product is listed for less elsewhere on the web, Amazon can suppress your product listing from the Buy Box according to their Marketplace Fair Pricing Policy. But price isn’t the only factor for the Buy Box, other influences include customer service, quality listings, and in-stock rate. Regardless of which factors you struggle with, not owning the Buy Box is a surefire way to squander sales.
In order to win the Buy Box, rogue sellers are lowering the price of your product, stealing your sales, and diminishing your brand value. Then, to compete, the other sellers drop prices even more, creating a vicious race to the bottom and blocking everyone’s profits. Unfortunately, price erosion is easy to spot and hard to stop.
Amazon can’t sell product it doesn’t have, so the platform makes staying in stock critical for maintaining organic rank, customer experience, Best Sellers Rank (BSR), and profitable sales. Unfortunately, Amazon may not place the same priority on your in-stock rate as you do. But, having true control of your Amazon business allows you to control inventory availability based on your forecasts.
Deep discounts on Amazon fuel price competition at retail locations. If your brand has lower prices online, you can keep retail partners happy by covering the cost of a price match. When consumers shop in-store but find a lower price online, the retailer sells your product at the lower price but charges you the difference between their listed price and the price-matched sale. So, when price matching becomes the norm, your brand ends up paying the bill.
Amazon is not in a vacuum—everything your brand does online affects your brick and mortar partners. Customers’ shopping in retail stores will check prices online before buying, and they will almost always choose the lower price. When Amazon wins on price, your retail partners can’t move product, and it hurts the retailer’s (and brand’s) profits. The stores may move your brand to a less ideal location or simply take it off the shelf altogether.
Do these signs sound familiar? You’re not alone.
At Pattern, your marketplace accelerator, we understand how to eliminate the 8 signs and get your brand in control on Amazon.
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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.
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.