Baby Yoda Knockoffs Show Why You Need to Protect Your Brand Online

Pattern Data Science

December 13, 2019

When you have a product in high demand by consumers, brand protection on ecommerce becomes ever more important as knockoffs and fakes inevitably pop up in nearly every channel. Case in point: Baby Yoda. Jungle Scout estimated that Disney will lose $2.7M in potential Baby Yoda sales due to lost sales opportunity.

Who is Baby Yoda and what’s the craze about?

Baby Yoda is a cute, new character in Disney+’s The Mandalorian who has been widely popularized through various viral memes. And of course, demand for Baby Yoda toys has skyrocketed since the show premiered on Nov. 12.

The release of the Mandalorian has been accompanied by Baby Yoda memes and fake products across different marketplaces, often affecting sales of Disney products.
Baby Yoda memes have sprung up across the internet just as Baby Yoda knockoff items have sprung up across different marketplaces on ecommerce, showing the importance of creating a brand protection strategy online.

Meme screenshots from Bored Panda

For example, Pattern Senior Brand Manager Newel Cobb did a short analysis of the search term “Baby Yoda” on Amazon and found it’s in this week’s top 25 search terms. For perspective, even during the fidget spinner craze of the 2017 holidays, “Fidget Spinner” barely made the top 500 search terms on Amazon.  

Last week, Jungle Scout also reported that “Baby Yoda” searches on Amazon have had more than 90,000 searches on Amazon alone in the last 30 days, a 7,203% increase from the month before that. Plus, “Baby Yoda Plush” searches increased by 4,782% during the same time frame.

Baby Yoda knockoffs inundating the marketplace

Independent sellers have popped up ahead of official Disney merchandise on every conceivable marketplace, from Amazon to eBay to Facebook Marketplace. Although we can’t know how much Baby Yoda knockoffs are impacting Disney’s sales, we do know that consumers are less likely to buy real products later when they’ve already purchased a Baby Yoda.

“Some of the people who buy the knockoffs will not come back to buy the real product,” Newel said.

Normally, Disney wins with merch like no other. They prepped Frozen II toys to be ready by the time the movie came out last month, and new Star Wars toys are already available ahead of the premiere of The Rise of Skywalker later this month.

Baby Yoda knockoff products have popped up on various marketplaces on ecommerce, showing the importance of brand protection for ecommerce.

Screenshot from Facebook Marketplace

So what about Baby Yoda merch? Unfortunately, official Disney Baby Yoda toys are currently only available for pre-purchase. The earliest are set to arrive by February; the latest, by May. With major holidays right around the corner, that’s not exactly quick enough for most avid fans. Some of the Baby Yoda knockoff items that have popped up on various marketplaces include hand-knitted toys, stickers, 3D models, mugs, and t-shirts of every variation imaginable.

Because Disney is, well, Disney, Newel used Jungle Scout’s estimator to calculate that they can still expect around 15,000 pre-orders in December for their top two Baby Yoda toys. And since The Mandalorian currently has a 93% approval rating on Rotten Tomatoes, it’s likely the show will earn a second season—giving Disney plenty of time to get on top of merch the next time around.

How Baby Yoda knockoffs illustrate a broader problem

Of course, the vast majority of brands aren’t Disney. Most don’t have to worry about a Baby Yoda-sized inundation of fake products across marketplaces. 

However, Baby Yoda illustrates just how easy it is for a great number of sellers to create fake products and steal opportunity sales from established brands. Without brand protection measures in place, brands can lose out on sales opportunities that have an effect on their brand equity at the least, their revenue stream at worst.

Protecting your brand with a brand control expert like Pattern is important for any brand wanting to avoid the problems that counterfeit products, like all the different Baby Yoda products, pop up on different online marketplaces.

“It shows how much of a wild west ecommerce is and why it’s important to have Pattern around,” Newel said. “This is an exaggerated example of how bad it can get, but there are a lot more subtle examples out there that we do an amazing job with.”

At Pattern, we help brands attain cross-channel ecommerce brand control and deal with more common problems that affect brand control and brand integrity. For example, Pattern does product purchases for our brand partners to verify products and notify our brands about sellers with counterfeit goods.

“You never know if your product is going to go viral, but if it does there are going to be knockoffs right away, and protecting your brand on marketplace is one thing that we do well at Pattern,” Newel said. “We make sure that your brand is protected online.”

While we don’t know how much Disney has lost in future sales because of Baby Yoda knockoffs, we know that it demonstrates why it’s ever-increasingly important to have brand protection measures in place beforehand, Newel explained.

By partnering with Pattern, you can take control of your product listings on Amazon other marketplaces. Reach out to us through the form below to learn about our monitoring software and more about how we do it.

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Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

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How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.

Global Ecommerce: Weekly News (20th September 2022)
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Global Ecommerce Weekly News: 20th September 2022

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