To paraphrase what Ginny Marvin wrote in this publication recently, 2018 was largely the year in which the activities Amazon's advertising has matured. Changes such as the unification of Amazon's advertising products and the launch of other sponsored product type units on the site also reflect the way the online retailer has matured in different ways. Amazon is expected to release $ 258.2 billion in US retail sales in 2018, according to eMarketer or 5% of all retail sales, and away from its 1% share of ten years. To increase their market share as a whole, brand marketers must reflect their broader Amazon strategy to reflect how the retail site defines its priorities.
explained in his recent article from Linkedin : "I did not never heard an Amazon talk to me about the wallet … Do not be obsessed by your share of the Amazon wallet, audience. "
Amazon is a brand platform [19459004BysharingthisviewwithyourentiremarketingorganizationyourbrandwillbebetterabletoexploitthenewadvertisingopportunitiesbyaligningAmazonbudgetsandbrandteamsbetterandcommercialmarketing. On the unpaid side, it also shows how much content and marketing language is what you want to show on your product's detail pages, how that content should be actively managed to continuously optimize conversions, and even what products deserve this effort. At this point …
2. Start asking tough questions about your product assortment
Brands that have worked to get their full catalog of products on Amazon several years ago can be to reduce this aspect, given Amazon's focus on the profitability of items. "CRAP out" is now part of the industry lexicon. Increased competition on the site itself requires more active management of individual stock units to maintain visibility and market share. In fact, brands are going to have a hard time selling a wide range of cheap products on Amazon cost-effectively.
What are the most interesting SKUs in your brand in terms of margin, visibility, or branding? Focusing on this subset of products, both organically and with a paid promotion, will generate much more value than extinguishing the "CRAP" type fires and the associated number of hours of work devoted to this long tail. Meanwhile, searching for electronic commerce packaging can help make some of these products easier to sell profitably at the downstream site.
3. Prepare for the Change of "Sole Supplier" by Registering in the Trademark Register
The Unification of Amazon Vendor Central and Seller Central is on the horizon in 2019. The precise impact of this change for brands is still undetermined, but one thing We know that the trademark register will be much more important for trademark owners of the "one – stop shop" world, which will help them fight against fraudulent products and create improved and trustworthy shopping experiences. Each mark must know the conditions of admissibility for the register of marks and, with "A salesman" to appear in 2019, to register his mark as soon as it is ready.
Do not forget that & # 39; A salesman "is just one step for Amazon in its long-term plan. Over time, Amazon will not fail to make certain features available exclusively to brands registered in the Trademark Register.
At a high level, it is also worth noting that the victory over Amazon is becoming more of a tactical game. brands arming with their Amazon product pages and advertising products in a sort of "hand-to-hand combat" with SERP competitors. The advantage for brands to take to heart the higher strategic goals shared by Amazon lies in the fact that these daily tactics combine naturally to achieve these goals, thus offering marketers a business a plus. large capacity run and gains on Amazon more regularly.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Andrew Waber is responsible for data and media relations at the platform provider managing the experience product (PXM) Salsify . In his current role, Andrew is responsible for Salsify's analysis, editorial direction, and strategy for public-facing reporting in the online retail market. Prior to Salsify, Andrew was Director of Market Analysis and Media Relations for Advertising Automation Software Vendor Nanigans as well as Market Analyst and Senior Report Writer. Chitika Insights . , the research arm of Chitika's online advertising network. Andrew's comments on online trends have been cited by The New York Times, Re / Code and The Guardian, among others.