The opportunities offered by having a presence in Amazon’s European Markeplaces are significant, according to findings published in AMAZON: THE BIG E-COMMERCE MARKETING OPPORTUNITY FOR BRANDS by Kenshoo – a survey of 3,100 consumers from the US, UK, Germany and France in September 2017. To download full Report, click here
of consumers use Amazon to find a product before making a purchase
will check alternatives, background information and prices on Amazon if they come up on a potential purchase in a store
say even if they find something that seems right on another site, they will usually look on Amazon to find other options
won’t look anywhere else if they see a product that looks suitable on Amazon
BRAND IMAGE & MESSAGE
Current product listings can convey an inappropriate brand message, have inappropriate product copy and low quality and misrepresentative product images.
Any seller appears to be able to own the ‘Buy Box’. Other sellers can misrepresent the brand by using low quality descriptive content, not reinforcing the brand’s message and by undercutting minimum advertised prices (MAP).
As a brand owner, it's essential to own the communication channel with potential buyers. Other sellers can communicate directly with buyers, with the risk of them being off-message, inaccurate and even misleading.
If your product receives a negative, unjustified review, don’t just leave it hanging there. Respond, as the Brand Owner and restore your reputation quickly.
For Brands on
As a Brand Owner on Amazon, you need to take control and manage your brands strategically, as you do with other retail and marketing channels.
As Amazon continues to develop and succeed, brands need to have a specific strategy dedicated to this highly important retail channel.
At Fuel for Amazon we use a tried and tested process to help our clients share in the Amazon success story. It is based around an acute focus on four key components.
We can set up your account from scratch, or work on your existing account, ensuring that it is structured in line with your goals and protects your brand’s position.
We can set up and optimise your Amazon account. This not only involves uploading your products’ images and descriptive text, but also ensuring that the account is configured to meet your performance reporting needs.
Applying to be on the Amazon Brand Registry is an essential but complex process. It “helps you protect your registered trademarks on Amazon and create an accurate and trusted experience for customers. Your enrollment in the Amazon Brand Registry provides access to powerful tools including proprietary text and image search, predictive automation based on your reports of suspected intellectual property rights violations, and increased authority over product listings with your brand name.”
Brand Gating is another complex process. It enables a seller to set up a perimeter fence around their products or their entire brand. It helps to prevent unauthorised third-party sellers from jumping on your product listings and harming your brand’s position.
Create compelling new Product Page content that is aligned and on-message with your brand image and is optimised both for discoverability (enhanced with rich keywords) and customer usability. Furthermore, create Enhanced Brand Content (EBC) page(s) which highlight the premium features and value proposition of the product using enhanced text and media, whilst respecting the brand’s style guidelines
Creating stunning Product Pages and Stores is only half the journey. To ensure your products are easy to find on Amazon requires in-depth research into all the keywords that buyers are using to find similar products. Then the most relevant keywords need to be selected and embedded into the descriptive design of your Product Pages to ensure pinpoint relevance when buyers are searching for the features and benefits that your products have.
Additionally, these rich keywords can also be used in Amazon Marketing Services (AMS) Ad Campaigns to optimise discoverability.
Dynamic content is important product page content that can be regularly refined to take account of Amazon Ad campaigns analytics, other marketing initiatives and news from the market. For example, newly published research in the press highlights the skincare benefits of a particular novel ingredient. A vendor selling a product containing this ingredient should adjust its Ad strategy to bid on the relevant keywords.
Create a multipage Amazon Store to showcase your brand, products and value proposition through, as Amazon describes it, ‘a curated collection of your products in a customised, brand-centric, shopping experience’.
Uploading product images and descriptive text is not all that it takes; it is just the start of a highly detailed process to ensure your product pages are optimised for buyer discoverability and resultant sales. We can support you with this.
We can execute and manage an Amazon marketing strategy, using all the highly effective advertising tools that Amazon provides.
Once you’ve built your optimised presence on Amazon, it’s time to help even more buyers find you. Re-using the rich keywords embedded into your optimised product pages will jump-start advertising campaigns using the tools provided by Amazon Marketing Services (AMS).
Highly targetted ad campaigns will result in increased sales, contributing to a key factor in Amazon’s page ranking algorithm – sales velocity. The faster your products sell, the further they’ll climb up the page rankings. Higher page rankings then result in more sales. A virtuous circle that we’ll help you to create.
We can manage the day-to-day Seller or Vendor Central account and provide you with just the information you need to fulfil customer orders.