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 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.