Primetime: How Brands Can Maximize And Grow On Amazon
By Marjorie Borreda- Martinez, Client Partner/Hub Lead Amazon at Jellyfish
As the dust around Amazon Prime Day settles, many experts argue if this year’s event turned out to be the most prominent Prime Day in its six-year history, why? With the pandemic leaving remnants of havoc and recovery to periods of prolonged store closures, the demand for online shopping has sky-rocketed over the past 12 months. Indeed, millions of consumers are now privy to the ease, efficiency, and variety eCommerce platforms offer.
However, the 48-hour shopping bonanza showcased an opportunity for brands to capture the heart of Amazon’s vast audience before, during, and after the event.
Gaining Traction In An Amazon World
If brands want to be successful in today’s retail landscape, integrating an Amazon strategy into their business model is critical.
Traditionally, brands are reluctant to invest in Amazon out of fear their brand will be diluted by or risk losing conversion over Amazon’s own branded products. However, consumers think differently – they see Amazon as a place to purchase high-quality brands and as a place to engage, build relationships, and create stronger connections with products and services.
Long gone are the days when Amazon’s products were considered the end of the funnel, the solution to shoppers’ needs. Instead, they are now an option, alongside many others, that customers seek out in their online experience. As a result, brands need to alter their mindset and view Amazon as an audience focal point to provide a global reach.
Amazon has taken steps to support this collaborative approach through the ‘Brand Store,’ enabling retailers to design virtual storefronts and create a seamless shopping experience. However, this new feature must be utilized by brands wisely. The uploading of rich media content such as product tutorials, before and after demos, and lifestyle imagery is a fantastic, vivid way to grab consumer attention in a saturated market.
Keeping Creativity And The Consumer At The Heart Of It All
Amazon doesn’t only offer a vast global network that some brands cannot replicate – it also presents an opportunity to be creative when it comes to using paid media to connect with audiences. This is especially true as an external study found that close to three quarters (70%) of campaign performance is down to creativity, despite only 10% of campaign budgets going toward creative development; the disconnect here is something that Amazon can help plug.
Sponsored display ads that build on the agility of the brand store by connecting shoppers back to it are another way that brands can expand their reach. For example, a new product launch can be brought to life if the brand store and sponsored advertising reach audiences at the right time, on the right platform, and with the right product. What’s more, if brands have a wealth of products that they want consumers to browse, they can set up a multi-page store that replicates a small-scale version of their website within the confines of Amazon’s worldwide platform.
With creativity at the very center, this level of innovation will set brands apart, not only during a popular shopping moment like Prime Day but all year round.
Amazon Vs AND The Brand
Amazon presents an opportunity for growth for thousands of retailers. But without a strategy behind it, no brand will thrive and succeed. Retailers need to look under the hood of its Amazon webpage, analyze back-end metrics, and leverage consumer insights, enabling them to pivot their strategy quickly and quantify their efforts.
Traditionally Amazon was a place to buy and buy only. Now, it’s a virtual shopping center that can connect brands with influencers, customers, services, partners, and more. Three-quarters (75%) of shoppers visit the site to discover new experiences – a figure you’d only expect to increase across Prime Day. Shoppers also can ‘follow’ a brand, while Amazon Posts allows sellers to share unique lifestyle images and product-related content through a ‘feed’ akin to popular social media platforms.
Amazon’s strategy always has been about putting the consumer first and at the heart of their business. Shoppers determine a product’s worthiness, meaning consistent and quality reviews on the platform are a must, not a nice to have; Amazon shoppers will not purchase a product that receives less than three stars.
Getting the basics of the product right, along with a stellar advertising strategy, is the combination brands must strive for.
Back To Basics
Still in doubt?
Just look at the results: brands with three or more pages have an 83% higher shopper dwell time per visit, while the presence alone can generate a 61% increase in average order value.
As the world begins to look more like it did pre-pandemic, the shift in the retail landscape is here to stay. Brands are no longer diluted by Amazon but must instead find a way to benefit from its vast customer network and continue to grow.
It is a win-win situation for all parties involved.