Why Brand Protection is Extra Important During Holidays

Sarah Abel

December 7, 2021

After pushing through the Black Friday blitz you may think your brand is set for the year, but are you watching your brand protection through the full holiday season? The increased shopper traffic and excess of sales make this time of year extra enticing for devious ecommerce activity.

Are you protecting your brand?

Roll call: Do you know what your brand is actively doing to ensure MAP compliance across marketplaces? What about leaking distribution—do you know exactly who is getting access to your product and how they are getting it? And how is your brand being represented online—are your product images high-quality, in-line with your style guide, and do they portray your brand vision?

Brand protection comes from safeguarding your product, pricing, and branding against sneaky ecommerce schemes that are, unfortunately, heightened during the holidays.

Why brand protection matters during the holidays

The plethora of deep discounts on quality products combined with the influx of holiday traffic create a goldmine for shady sellers. And thanks to internal pressure to have record-breaking sales and the hard reality that most ecommerce teams are running lean, these shady sellers can sneak in through your record-breaking numbers and wreak havoc on your brand.

For example, unauthorized sellers looking to make an easy profit can 1. buy-up your discounted inventory at your reduced, holiday-sale price, 2. hold the inventory until the sales have passed and prices return to normal, and then 3. list your product at a slight discount from your normal price and 4. steal your sales.

Shoppers are always hunting for the best deal, and if they see the same product for a lower price they will almost always opt to save a few dollars, not thinking about the who or why behind the discount. These unauthorized prices can lose your brand the buy box, halting your advertising abilities, and giving away your sales and profits.

Without brand control during the holiday shopping frenzy, there are 3 main facets of business that can be impacted for months to come—price control, future discounts, and listing consistency.

Price control

Your products are strategically priced based on competitive research, production cost, and a fair valuation, but unauthorized sellers are choosing a price based purely on profitability. By listing your product at a lower price they can erode consumer trust in the worth of your product, undermining your brand reputation and setting incorrect expectations for future purchase prices.

Unfortunately, not having brand protection during the holidays doesn’t just affect your brand during the cold months, the cold front can continue throughout the entire year as unauthorized sellers continue to undercut you and your authorized sellers.

But there’s more—by listing your product below MAP policy, unauthorized sellers damage your relationship with other distributors. Without control of the lowest available price, other distributors will be forced to lower their prices to compete. Then those distributors may have a hard time making a profit and can eventually choose to stop carrying your product altogether.

Bad actors love the craziness of the holidays, because it allows them to fly under the radar. Not protecting your brand during this crucial time can mean dealing with the consequences for months going forward, and may even hurt you in the next holiday shopping season.

Future Discounts

Not only are your regular prices hurt, your plans for future promotions are also down the toilet. On Amazon, for instance, there are often minimum-discount policies when you want to run a deal—the catch is that the minimum discount is based on the lowest listed price for your product within the last 90 days. This is the lowest listed price from any seller—not just you.

This means that if an unauthorized seller lists your product for $75 when you normally list it for $100, and you want to run a 10% off deal, Amazon will expect your price to be 10% off of $75, not 10% off of $100. This forces your brand to run a promotion for a price of $67.50 instead of the anticipated $90. And even if you get the unauthorized seller removed, you’ll still have to wait out the set time period before you can run discounts your way.

Another way future promotions can be upset is by undercutting the promotions themselves. If the unauthorized seller holds the inventory until the next holiday season and takes advantage of the Turkey 5 frenzy, all of the hard work that went into designing promotions, procedures, and product listings can be ruined. Without protection your brand may lose the entire weekend to unauthorized sellers at unauthorized prices.

Listing Control

Not only can the unauthorized seller steal the buy box with their lower price, they can also mess with your hard planned branding. By selling the same product they will share your Amazon listing and can submit changes to your image stack, product description, and even listing title.

So if an authorized seller is sitting on inventory they want to get rid of, they could change your polished, on-brand title to a click-bait, unprofessional headline to help their endgame. And don’t get us started on the unsavory images they might add to offload your product. Listing control is another way shady sellers can hurt your brand reputation, but tools like Amazon Brand Registry can help you fight back.

Steps you can take to protect your brand

The #1 tip we have for brands around the holidays is to ensure they’ve set purchase limits on discounted products. Without purchase limits an unauthorized seller looking to make an easy profit can buy-up your discounted inventory at a reduced price, hold the inventory until your prices return to normal, and then list your same product slightly discounted from your normal price. Setting a purchase limit greatly deters shady sellers looking for an easy score.

We know of a brand who reported massive—and suspicious—purchase quantities flying off the shelves. Luckily they quickly found purchase limits and dropped the purchase limit to 100. Unfortunately, the suspicious activity continued, albeit slower. But when they dropped the purchase limit down to 2, suddenly sales volumes returned to normal.

Keep in mind purchase limits don’t have to be a single item per order, you can choose to allow 2 products, 5 products, or however many products you see fit. But the lower number, the more an unauthorized seller is turned off to the work it will take.

We also recommend getting registered with Amazon Brand Registry. This allows you to remove suspected infringement of your brand and control your product listing with confidence.

How to regain lost brand control

What happens if you’ve already lost control of your brand? If you’ve been a victim of leaky distribution or high-volume holiday purchases, it’s time to bring out the big guns. Working with Pattern and our trusted legal partners will give you the tools you need to monitor, identity, and regulate the unauthorized sellers hurting your bottom line.

Brand protection matters year round, but gets especially tricky during the holiday shopping season. For more information on keeping your brand safe, get in touch today.

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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)