A typical retail strategy is to go wide–get your product in as many locations as possible and leverage wholesale, big box, distributors, specialty stores, and more. But did you know your winning retail strategy may not work on Amazon?
Following a wide retail strategy on marketplaces means there will be tons of sellers at a price below what you want. So you think, “Well how did so much product and so many sellers get on Amazon anyhow?” With offline seller competition heating up, the brick and mortar retail channels simply want to move product so they become “leaky” and start to offload inventory on online marketplaces like Amazon.
Pattern is the world’s top ecommerce accelerator that helps brands create and execute a narrow distribution strategy on Amazon to regain control of all channels and grow profitability.
Overall, narrow distribution allows for price control. By creating a narrow distribution strategy on Amazon and other marketplaces, you create and monitor adherence to a pricing strategy. A pricing strategy defines how sellers can price, who they can sell to, and how they can deal with extra inventory. It also sets up and allows a brand to enforce MAP Policies.
It also creates seller control. Price erosion starts with wide distribution and a high number of online sellers. So, the first step in stopping price erosion is narrowing your distribution and controlling the number of sellers who list your product online and on marketplaces like Amazon, Walmart, Target, etc. By removing unauthorized sellers you will stay out of the Death Spiral.
Pattern’s proprietary software and technologies can help you narrow your seller list in a more manageable and faster way. With a partner eControl law firm, our process of identifying unauthorized sellers, issuing takedowns, and enforcing MAP policies, gives you back brand control more efficiently than you can do alone.
By limiting the number of sellers, you also regain control of your brand image on marketplaces. Which includes product and brand photos, copy, video, SEO, advertising, reviews, and more. Using only brand-approved assets, all created in the same vision and aligned on message, re-establishes control over the customer experience, which will hold value over time and maintain brand loyalty.
In a narrow distribution model, you control your pricing, sellers, and brand value online and beyond. Together with Pattern’s expertise and technology, you can strategize and execute a narrow distribution model on Amazon so you will be able to take back control on Amazon and accelerate your profitability.
Win with Pattern–contact us today.
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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.