The Pet Supplies category on Amazon has seen immense growth in recent years, increasing by 30% year-on-year to reach an estimated value of $600 million in sales in the USA.
Our latest benchmarking report analysed the presence of 100 consumer brands from 10 categories, including the Pet Supplies category, across the UK and German instances of Amazon. Below we share some insight into the customer experience provided by Pet brands on the marketplace.
The Pet Supplies category on Amazon is larger and more diverse than ever, so standing out amongst competitors should be a top priority for brands. A simple, yet effective way to do this is by reinforcing your brand pedigree through product imagery and branded content.
Your product imagery should look to add value to your written product content, highlighting special features to increase your brand’s position in category rankings as well as the click-through rate to the product pages. That said, our researchers found that brands in the Pet Supplies category on Amazon scored poorly on their product imagery – with only 40% using close-up images on all listings and only 20% including lifestyle imagery as part of their image stacks.
Similarly, for brands in the Pet Supplies category, a branded storefront allows you to create a dedicated Amazon URL for prospective customers to shop from, plus lets you curate brand-specific content to help shoppers discover your full product selection. In addition, investing in A+ content can help to strengthen your credentials with customers who already have awareness of the brand.
Brands in the Pet Supplies category tend to face significant competition from unauthorised third-party sellers on their top product listings on Amazon. Results from our report showed that 80% of brands in the category had on average six or more sellers on their top three product listings and the remaining 20% of brands had on average between two and five sellers on their top listings.
To add to this, half of the brands we reviewed in the Pet Supplies category were struggling to win the Buy Box for their top products. The Buy Box on Amazon allows customers to make a quick purchase without considering who they are buying from.
With this in mind, it’s vital that brands selling on Amazon inspect listings being hijacked by third-party sellers to ensure they are not damaging to the brand’s Amazon presence. Not only this, but improving your customer service proposition to respond to customer questions and negative reviews will help to build trust and avoid a confusing customer experience.
Many brands consider Amazon as a shortcut to internationalisation. This is particularly true for Europe where it is possible to list products in one market and have them sold on all six European instances of Amazon.
However, accurately translating all product descriptions for each market, and ensuring product pages are optimised with localised keywords, is crucial to ensure those products will rank in search results and convert.
Our researchers found that despite the fact that almost all brands reviewed from the Pet Supplies category were selling in both Amazon in the UK and Germany, only 40% were localising their product content to a satisfactory standard. For products being sold on multiple instances of Amazon, we recommend that all content is fully localised for the market, including descriptions, bullet points, and A+ Content, especially where listings are sponsored.
The sheer size and scale of Amazon makes it a great platform for brands looking to internationalise and grow their online market share. However, the results from our report prove it’s vital that brands strive offer a best practice customer experience on the marketplace as is recommended for any other digital selling channel.
Download the full report here to find out if your brand was one of the 100 consumer brands scored as part of our research.
For more insights into the Pet Supplies category on Amazon or to hear more about our Amazon Seller model, please contact us here.
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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.