5 B2B Tech Brands That Really Need Help on Amazon

Tim Wilson

September 7, 2021

Whether you like it or not, if you’re a manufacturer selling a product in 2021, that product is going to end up on Amazon.

Online B2B sales platforms have seen explosive growth over the past few years, and sellers looking for opportunity are paying close attention, including your own VARs. VARs are flocking to Amazon to create product listings and sell products, but far too many of them have no idea what they’re doing.

While this might seem harmless, VARs who are thoughtless about their listings and ill-equipped to navigate Amazon can indirectly harm the reputation and growth of the brands they’re representing. Even the best B2B brands in the world are negatively impacted by VARs misrepresenting their products online.

So what’s the secret to avoiding that? It starts with knowing the difference between a good listing and a bad one.

What makes a good Amazon listing?

A brand with a good Amazon presence incorporates best practices into their listings. These are just a few of the best practices that can elevate a listing.

Keywords

Brands with good listings leverage their product title by including long-tail keywords that can put their product at the top of organic search rankings and reach customers who might not otherwise be able to find them on Amazon.

Bullet points

Many brands lose their buyers’ attention by having too much information cluttering their product descriptions. Great product descriptions incorporate bullet points, which are far more concise than big paragraphs and allow buyers to quickly scan listings for the most important information about a product.

Good reviews

Research shows that 84% of shoppers trust online reviews as much as a personal recommendation. That means that in order to stand out, you need to have product reviews and you need a customer experience so stellar that customers are more likely to leave good reviews. Good reviews can also be showcased on your listing to give other buyers the social proof that your product is worth buying.

Quality image stack

Less is most definitely not more when it comes to listing imagery. A good rule of thumb is to have around seven images in your stack that allow consumers to get a complete view of the product. A good listing also has high quality images.

3D renderings

Good listings give consumers a full view and understanding of the product, and a great way to do that is to include 3D renderings. 3D renderings make listings more eye-catching, and they also allow consumers to engage with products in the digital equivalent way to touching and feeling them in-store.

Video

Like 3D renderings, video is a fantastic way to engage customers and give them a full understanding of what your product will look like and how it will function once they have it in-hand. Think of it as one extra layer of trust and education.

Consistent and appropriate price

When a price on a product is too low, customers distrust it, and when it’s too high, customers won’t buy it. A good product listing has a reasonable price, and that price doesn’t change dramatically often, and doesn’t change drastically if buyers shop around between sites and physical retail locations.

5 brands that are doing product listings wrong

Now that you have an idea of what it looks like when a brand is doing listings right, here’s what it looks like when a brand is doing listings wrong.

Sonicwall

Sonicwall Amazon Product Listing

Sonicwall is a six-time award winner in the Network Product Guide’s 2020 IT World Awards, but looking at this particular lack-lustre listing for their Network Security Appliance, you wouldn’t know it. For starters, this listing lacks the long-tailed keywords we mentioned previously that brands need to rank on page one of the Amazon search results. That means that potential new customers who don’t know about Sonicwall likely aren’t finding their product on Amazon. This listing also only has one product image instead of the seven which is considered best practice, and it lacks the necessary bullet points and descriptions needed to educate Sonicwall customers.

Cisco

Cisco Amazon Product Listing

Bad listings aren’t a problem reserved for small and little-known brands. Some of the best B2B tech brands in the world struggle with their listings. This particular example comes from a B2B brand well known for their product excellence: Cisco.

In the listing above we can see that there’s a bit more information about the product than in Sonicwall’s listing, but not much. While they have three images in their stack, all of those images appear to be the exact same image, giving customers a limited understanding of the product.

But the biggest issue with this particular product listing is the price. Historically, pricing on this listing has been all over the place and in no way consistent with MAP. Inconsistent pricing is a very common issue on Amazon, because the lowest price tends to be the one that “wins the buy box” or gets the sale on Amazon, but this is a misrepresentation of the brand and their image.

Axis

Axis Amazon Product Listing

The issues with this listing from Axis are pretty obvious. Although they have a great product rating, the page gives very little information in the way of educating their consumers. The imagery only shows the packaging and, like the Cisco example above, all of the images are duplicates. There is a lot to be desired in the way of customer experience.

Fortinet

Fortinet Amazon Product Listing

Fortinet shares similar problems with the last three brands. On this product listing, they only have one image, and they’ve committed the cardinal listing image sin: it’s blurry. There is not much in the way of product description or bullet points, the pricing is less than MAP, and the product doesn’t have any reviews, leaving consumers with very little information on why they should choose Fortinet over competitors.

HP

HP Amazon Product Listing

HP is another well-known brand that has an underwhelming Amazon listing. Even though this Print Server is high ranking in search results—you can see from the URL that its search rank is row one, slot three—the listing itself has some issues that render that ranking almost useless for the brand. They need to get more reviews, the majority of the few reviews they have are poor, they only have one image in their stack, and they also have no product description. Shoppers might be able to find this product on Amazon, but they won’t know anything about it and won’t be convinced to buy.

These examples, all from fantastic B2B tech brands, really depict the issue we see in the B2B ecommerce market. All of these brands have put time, effort, and money behind protecting their brand and its image, but because their products are listed on Amazon, and most likely not managed by a VAR with marketplace experience, the brand is cheapened and looks second-rate instead of the first class prestige these brands are known for.

Get a VAR with expert Amazon experience

Working with a VAR who understands Amazon well and knows how to leverage listings is key to doing well on the platform, and Pattern can be that VAR for your brand. At Pattern, we’re Amazon experts who work with brands to provide an exceptional customer experience across online channels. We consolidate every support tool and consultation you need into one package that includes marketing, SEO, shipping, customer experience, and marketplace expertise, saving you money and helping you grow your business.

To learn how Pattern can help your B2B tech brand create dazzling listings and grow online, get a custom demo for more information.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)