How does a Brand’s Amazon Presence Impact their Online Store?
Inevitably, whether a brand chooses it or not, their products will end up on Amazon. This is an unfortunate truth as Amazon represents one of the largest third-party selling platforms in the world. One of the key ways that third-party sellers establish themselves on Amazon is by finding products that they love and/or products that they think will sell well on the platform.
Since Amazon doesn’t offer brand-specific protections for a brand’s products against unauthorized sellers yet, new sellers and product listings can pop up virtually overnight. This is what makes selling on Amazon and developing an Amazon-specific sales strategy so critical for brands looking to reach more customers.
If a brand doesn’t address the Amazon platform and create an e-commerce strategy that builds their Amazon sales into their current online offerings, they are missing out on an important piece of the market – 300 million customers to be exact – and opening up their brand’s products to sellers who will seize the opportunity the brand has left untapped.
Amazon’s Product Niches Are Continuously Changing
The good news is, every brand has the ability to take control of their Amazon presence. No matter where a company is at in the process of selling products on Amazon, there is a way to create a brand presence and product listings on Amazon that complements a brand’s own retail and online offerings. In fact, a brand can have multiple brick-and-mortar stores, be carried throughout the country, have their own online store, sell directly to Amazon, and still have an opening for their products in the niche markets that have developed within the platform.
This is one of the best parts about selling on Amazon! Even if one product doesn’t sell well, there is always room to adapt and grow. In our line of work, we work with brands to help them find this sweet spot with their customers.
What About Product Listing Overlap?
This means that, as is true for many of our brands, a company can sell products on their website, through a Brand Representative like Beech Tree Trading on Amazon, and directly to Amazon with little to no overlap.
For instance, if one of our brands sells a single bag of potato chips in grocery stores, sells a two pack and a three pack on their online store, and then sells by the case to Amazon, we might offer a three-pack variety set, or a multipack of snack size bags to that brand’s customers. Since the product listings are entirely different from what the company is selling directly to Amazon, in grocery stores, and even in their own online store, the brand isn’t competing against itself but rather offering more variety without taking on additional packaging work.
We do everything at Beech Tree Trading to help brands expand in an organic way on the Amazon platform. We:
- Create product listings with targeted keywords to reach more customers
- Meet Amazon’s strict packaging, labeling, dating, and shipping requirements
- Act as a partner with our brands by communicating what customers are loving, criticizing, and asking for
In fact, we have seen that Amazon can actually INCREASE a brand’s online sales when the product listings don’t overlap! This happens as a brand becomes selective about which products are sold where. For example, if a brand offers a two pack of potato chips on their website, sells single packs offline, sells cases to Amazon, and we sell a variety three pack on their behalf – customers will look for more of the brand’s products as their following grows on Amazon. If the brand has five varieties of potato chips and only two are available on Amazon, customers are more inclined to try products from the brand’s online store when they have already tried them by purchasing from Amazon. After all, we’re all busy and Amazon has made everything easier when it comes to shopping online!
However, selling on Amazon without a definitive plan in place can negatively impact a brand’s online and offline sales too. Whether a brand tries to compete with its own listings, compete against a number of third-party sellers, or sell the same configurations to Amazon directly as what they sell in their own online store – the results can be frustrating at best. It becomes difficult to tell where the issue lies – in the products, the price point, the set configuration, the listings, or in the number of sellers. And many brands do not have a designated e-commerce specialist to walk them through each step.
Tackling the Amazon Platform with the Help of an E-Commerce Specialist
That is where a Brand Representative comes in. We not only handle everything start to finish in launching and selling products on Amazon, but we also educate our brands on how Amazon works, assist with cleaning up existing listings, contact unauthorized sellers, and register brands in the Brand Registry.
The whole process starts by meeting with Beech Tree Trading to determine what a brand is looking for by selling on Amazon. If a brand has no presence on Amazon we start by determining the demand for their products and work together to outline their Amazon goals. Each brand partners with Beech Tree Trading in a way that best suits their specific needs and objectives.
If you or someone you know needs a Brand Representative to navigate the Amazon platform, we invite you to reach out to us. For more information, feel free to email firstname.lastname@example.org or through the Contact Us page on our website.
Stay tuned for more content outlining what we do and how we can help your company grow!