As a Direct-to-Consumer (D2C) brand manager, you’re probably pretty familiar with running promotions on your website. What you may not be doing is directing those promotions to your brand’s Amazon site.
More D2C brands than ever are carrying their promotions over to Amazon and seeing lots of success doing it. While it may be tempting to stick to promotions on your D2C site alone, and while you may have questions about how effective Amazon promotions can be when the site takes a chunk of the pie, there are big advantages to holding multi-channel promotions.
Why promote on Amazon?
According to Newel Cobb, a Senior Brand Manager and market expert at Pattern, over 50% of product searches today start on Amazon. That means that when customers are looking for products similar to the ones you sell, they’re overwhelmingly going to Amazon to look for them, not Google searching your company.
If you’re not considering promotions on Amazon, “you’re not prioritizing where most of your business is probably happening,” says Cobb.
Attractive promotions also help reputable brands claim the top search result spots on Amazon, because the site prioritizes brands moving the most units. While Amazon does take a 15% commission on products sold on their site, running a D2C promotion on Amazon that gives you high enough margins could boost your brand’s exposure and therefore its revenue substantially.
“Because you’re ranked higher, in many cases, it can end up being better for your overall bottom line, assuming that you’re profitable on both sides,” Cobb says.
1. Make sure your content/reviews on Amazon match those on your D2C.
One of the most important things you want to do as a brand directing a promotion to Amazon is make sure there’s good content and review parity between your D2C site and your Amazon site.
According to Cobb, customers are likely to compare your company to your Amazon page. Your images and copy, therefore, should be just as sharp on Amazon as they are on your website, otherwise potential customers browsing Amazon will be less likely to trust your brand.
“You don’t want Amazon to look crappy when your page looks good,” Cobb says.
This holds true for your reviews as well. If your website has good reviews but your Amazon site doesn’t, customers will take notice. Cobb recommends getting your items into early reviewer programs so that you retain parity between both sites.
2. Price things the same on Amazon and your D2C.
“If the product’s either cheaper on Amazon or cheaper on your website, it can cause problems,” Cobb said. “If it’s cheaper on Amazon, what’s going to happen is customers aren’t going to trust your website because it’s got higher prices.”
Cobb adds that if you have a lower price on your website than you do on Amazon, Amazon will actually suppress your item as well so it’s harder to sell it on their site. This adds extra steps for customers and hurts your conversion, so you’ll want to make sure prices are the same. Here’s how you can prevent price erosion.
3. Link your D2C products to Amazon.
Cobb recommends linking almost all of your D2C products to Amazon and making customers aware that they can purchase items from either place. This puts brands higher in Amazon’s rankings and therefore attracts high amounts of traffic that can boost your sales.
While linking is an extra step for customers that can hurt your conversion rate—which is something you’ll definitely want to consider as a merchant—it can also help your site go up in Google rankings.
“By linking your page to Amazon, which is considered a very reputable Internet source, you’re actually improving your Google SEO. You can actually have your D2C page go up on Google,” Cobb says.
4. Always direct D2C promotions to Amazon. If you can’t do it all of the time, do it right before big shopping holidays.
Merchants should run their D2C promotions on Amazon every time they hold them, Cobb says. If that’s not feasible, you should be running them six to eight weeks before major holiday events for your category and then leading up to those events. If you’re running a Black Friday promotion, for example, you’ll want to run it halfway through October and into November on Amazon.
There are hundreds of thousands of companies advertising around sales holidays every year. That means if you’re not paying for extensive advertising and providing discounts that can move units, you’re going to end up lower in the rankings.
Cobb says that companies should try to improve their sales rankings before a holiday or promotion happens.
“We’ve found it to be enormously successful,” he says. “Leading up to major holidays end up moving higher on the page without having to pay a ton of extra money to get there.”
Ultimately, Cobb says, merchants should do the math and consider their goals to effectively run a D2C promotion on Amazon.
Have more questions about selling on Amazon? Contact us at Pattern at (888) 881-7576 or reach out at firstname.lastname@example.org.
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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.