To say Amazon is a strong competitor in the e-commerce realm is an understatement. As it stands now, the company dominates digital sales globally and is largely uncontested in the arena. With shoppers looking for convenient purchasing options from the comfort and safety of their homes, The New York Times stated that the lasting effects of the COVID-19 pandemic have tripled Amazon’s revenue in 2021 compared to 2020. Amazon’s e-commerce market share is projected to reach a staggering 39.7% at the end of 2021.
With so many consumers flocking to the e-commerce behemoth for their “everything” needs, it makes sense for brands to position themselves well in the same place to intercept more profit. Nonetheless, numerous companies are hesitant to jump on the Amazon bandwagon, clinging to desires for product exclusivity, not wishing to navigate Amazon in the first place, or fearing their products are too specialized for the site. Maintaining a powerful presence in a market constantly being saturated by new sellers and rising competition is no easy feat, to be fair.
But as Amazon surges and thrives in the internet’s e-commerce ecosystem, the potential profits for established brands grow higher and higher. If your brand isn’t on Amazon yet, here are three big reasons why you should climb on for the ride as soon as possible.
1. Capturing Market Share
Thanks to its popularity, innovation, and accessibility, Amazon has become a household name. In fact, at the outset of 2020, Amazon Prime membership rose to 150 million—a 50% increase compared to the member count in 2018. In 2021, the number rose to 200 million with no signs of slowing down.
Amazon’s mass appeal has stayed consistent with the information age culture mindset being cultivated in the late 2010s and into the 2020s. The ability to search the internet for any subject matter at a moment’s notice (Google calls these micro-moments) has developed a new technology paradigm across the globe. Nowadays, this way of thinking has extended to e-commerce, where Amazon has stood as both the authority and the solution. “I need X,” a consumer might think. “I’ll just buy it off Amazon really quick.”
Chances are, your target audience already has a very active presence on Amazon. Without tapping into the profits, you risk consumers finding other competitors to do business with online. Jumping into the game gives you the chance to discover an entirely new stream of income that was hiding in plain sight.
2. Protecting Your Brands
If brand exclusivity is one of the primary concerns steering you clear of Amazon, the sad truth is that almost no product is entirely exclusive anymore. Even if you restrict the sales of all your products to an online store or local brick-and-mortar setup, there is simply no stopping your customers from reselling your stock on Amazon. The First Sales Doctrine allows all Americans the right to list your authentic inventory for sale without restriction, meaning your products are probably already trading hands on Amazon in some capacity.
Although an unofficial presence of your products on Amazon potentially reveals an untapped market, brand portrayal is left entirely to the customers listing the items. Oftentimes, this means crude imaging or stock photos, inaccurate descriptions, and dubious prices which could spell trouble for your brand image.
Every day you don’t go live on Amazon, you risk your product representation and reputation wavering under the influence of third-party sellers. Meanwhile, customers looking for your offerings are left making uninformed purchases from mysterious vendors. Getting your brand to officially participate on Amazon will allow you to control the perception of your products…and ultimately your company.
3. Utilizing Amazon’s Power
Even if you’re new to the game, Amazon has created a variety of ways to align your brand goals with an online shop on its platform which are second to none. Features such as detail pages, trackable metrics, pre-designed templates, intuitive drag-and-drop interfaces, adaptive widgets and options for mobile users, and brand integrations gives you a space to display official imaging, product copy, design updates, and more. Introducing brand-specific content can not only improve your Amazon ranking, but also communicate to buyers your industrial expertise. If they find a page with official logos and branding, they’ll know they’re in the right place. The sale is only a few clicks (or finger taps) away.
Many companies express worry when considering siding up with an official presence on Amazon—they believe the act might appear desperate or petty to their customer base. In reality, many e-shoppers are likely checking Amazon for their products before they think to visit official product pages! Creating a home for your merchandising across Amazon’s innumerable listings will capture your audience’s attention the first time. With excellent shipping options and the ability to customize orders, consumers can receive the e-commerce experience they’re looking for (and expecting) when browsing for your inventory.
All in all, Amazon didn’t build itself as an authority in the e-commerce market without a host of tools to help your brand succeed. Using them correctly and maintaining your presence, however, is a chore in and of itself. Few companies know how to get the most out of their brand once everything is said and done on Amazon’s site. That’s why we’re here.
CC Wellness Takes Your Amazon Capabilities to the Next Level
We understand the challenge of getting a health and wellness brand off the ground on Amazon. That’s why CC Wellness’ Make WAVES service was created with white label and Amazon brand management in mind. In addition to providing your health and wellness brands with high quality, science-based formulations, we also utilize our team of former Amazon employees to put your products on the path of success. Our experts know exactly what it takes for your brand to succeed on the platform and are experienced industry trend forecasters. We work alongside you to ensure your brand a profitable existence in the ever-changing digital marketplace of Amazon.
Visit our Make WAVES page to see how your health and wellness brand can rise higher than ever before!