Since 2007, the Amazon Subscribe & Save programme has allowed customers to receive recurring and scheduled deliveries of the products they love and use most often - such as toiletries, foodstuff, and nappies - at a discounted price. It’s a great opportunity for buyers to save money on things they already plan on purchasing.
In this blog, we outline how membership works, the key considerations to keep in mind for brands looking into joining the programme and the benefits you can obtain by opting-in your brand to Amazon Subscribe & Save.
Customers who have joined the Amazon Subscribe & Save programme can choose from thousands of products and select their favourites for automatic shipping every one to six months, and are rewarded with a small discount for each order that ships. They can skip any order that isn’t needed or cancel at any time for free, so the risk is low for customers.
Consumers love finding deals and Amazon has them built in to the customer retention experience, so that when customers receive five or more subscriptions in a single month, they get a steeper discount - making the programme even more appealing. When leveraged correctly, it’s also an opportunity for brands to increase customer retention and boost conversion.
At first glance, providing 5-10% discounts on your products may seem like a poor financial decision. However, because you are trading discounts for more sales, your brand ends up making more money in the long run.
Because customers have signed up under your brand and committed to receiving a product for several months, they will automatically receive the supplies they need without thinking twice, they no longer need to return to Amazon and peruse for other products similar to yours, limiting competition from other similar brands.
You no longer have to worry about sharing the Amazon search result page with competitor brands, because once buyers are set up with Subscribe & Save all you need to do is keep up their subscription and delivery dates. This keeps sales up and customers loyal - all while shortening the reorder window. Also, an Amazon Prime membership isn’t required for free shipping with Subscribe & Save, so you can reach a broader audience with the same benefits.
After learning about Amazon Subscribe & Save, you’ll need to look at your business and determine if it’s right for you. Here are some considerations to keep in mind:
Pattern can examine your brand and products, then help you understand if you should launch on Amazon Subscribe & Save. If the answer is yes, we’re ready to jump in and optimise your listings for best effectiveness; streamline your logistics for efficient inventory; and provide reporting and insights on how your products are performing and where opportunities lie.
Not sure what discount parameters to start with? Curious what percentage of brand orders come from Amazon Subscribe & Save? We’ve got expertise in that too. On a brand level we can help you identify your best sellers and how much of your success comes from Amazon Subscribe & Save. On a product level, we can check data to determine changes in subscribers, number of subscribers per product, and how those change over time.
Ready to upgrade your Subscribe & Save offering? Contact us today to learn how Pattern can help to grow your marketplace sales.
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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.