Was working with a client and noticed a video placed in the #1 spot organically for a handful of competitive terms. I've seen video in SERP, but not in the #1 space.
I've chatted about it before, but due to Amazon's endless amount of shelf space, the sheer mass of product selection available can be intimidating for many customers. With this in mind, Amazon has created their "Choice" badge for listings, "Interesting Finds" which curate the catalog, and videos are just an additional extension of that.
Videos can cut through the noise almost quicker than anything. I wouldn't be surprised if these videos begin auto-playing without sound, much like those seen in a LinkedIn/Social feed.
Then, I'm sure the catalog will open up to video advertisements which will change everything.
My last bold prediction is Amazon will have a QVC style show to promote their own products along with brands which want to pony up ad dollars for the exposure.
Link to where I saw the result: https://lnkd.in/eN5uzmc... Recreate yourself by going to Amazon and search for "Baby Playpen".
Would love to hear if you are seeing it elsewhere!
Physical retail stores have limits to the number of products they stock on their shelves.
On Amazon - the shelf space is limitless. This is great from a selection standpoint, but challenging from a customer navigation basis.
Endless shelf space creates competition. Competition often yields better prices. Better prices make customers happy, & Amazon likes this.
However, many items have become commoditized due to the endless shelf space & energetic private label sellers.
For example - How many options of silicon spoons/baby blankets/vitamin c serums does a customer actually need to see?
When does the selection become too overwhelming?
Amazon's not waiting to find out: Enter Amazon's Choice & Interesting Finds.
Many may not notice it, but Interesting Finds has seemed to be atop their homepage since launch in 2016. Must be a priority, right?
Amazon's Choice also rolled to help shoppers better navigate search results...& provide suggestions thru voice.
I'd love to see overall conversion rate of the Amazon Choice program. If Choice is significantly higher than items without it, I fully expect Amazon to utilize the Choice option for their private label brands on broad keyword searches....I mean why wouldn't they? It's their platform and their products. I'd do it too!
Visualizing the data Jon Erlichman tweeted.
Some predict $100m in Q1 revenue by 2020.
What do you think?
Once segregated to the natural flowing tributaries of AWS and Marketplace expansion, Amazon’s more recent aggressive moves into unseemingly connected industries have flooded its banks (in a good way), and today looks to be more like an omnipresent, ever-changing oceanic biome, ready to incubate and cultivate even grandest of ideas. On a Macro-level, Amazon is working to disrupt some of the most competitive industries like Video and Music Streaming, Restaurant Delivery, Last Mile Logistics etc. On a Micro-level, Amazon is disrupting the mental space of key business executives, and forcing them to them to consider what to do if Amazon already has, or could, expand into their specific sectors of business. Fascinating Chart found in the awesome CB Insights “Amazon Strategy Teardown” report showing how many more times businesses mentioned “Amazon" on earnings calls vs Apple, Facebook, Google, and Microsoft. "You can’t stop the waves, but you can learn to surf”. -Jon Kabat Zinn Cowabunga -R.M.
Multi-Level Marketing companies know all too well the pains of sellers leaking product onto the Amazon Marketplace.
Rodan + Fields is no exception. I ran some numbers and estimate there's around $850,000 of sales per month for their products. One of their best sellers "Enhancements Lash Boost", is estimated at over 2,000 unit + $300,000 of sales revenue per month.
By only policing the Amazon channel (rather than building upon it), brands often have inconsistent content, prices which fluctuate, and variable reviews since sellers are not following up with customers post-transaction.
I understand this is completely disruptive to their MLM model. However and what point do lower prices and negative reviews on Amazon dissuade old and new reps from pushing the product to their network...or customers from buying in the first place?...I guess not yet based on R+F 2017 sales :-).
Great article by Mary Hanbury at the Business Insider.
The Bezonator by Amazon Features Free Same Day Delivery of Ass Whoopins against all chores (and enemies).
...In all seriousness, Amazon is said to be developing robots for your home, and it sounds pretty cool! Check it out here: https://lnkd.in/g-vt8hA
This will be a growing trend in my opinion as states want their share of uncollected sales taxes.
The challenge lies mainly for 3p sellers who use FBA. Through this service, Amazon will send products all over the country within their warehouse network. Thus, a seller may have products in multiple states, and in which case, may need to collect and remit sales taxes in those areas.
Beyond smaller 3p sellers, sales taxes is a point of contention for established brands exploring shifting from Vendor Central toward opening a storefront within the Seller Central marketplace. When brands sell through Vendor Central, Amazon owns the inventory and takes on the tax liability. In Seller Central, the inventory is owned by the seller.
Many bigger brands want to move on a 3p strategy, but the potential tax exposure is giving many a moment of pause.
I should say now I'm no tax expert and you should always consult with one when evaluating third-party selling opportunities.
I know we assumed sales were moving this way, and many reports indicated this shift, but always validating to hear it direct from the top.
In the beginning, I believe Amazon wanted two things through their retail channel (ie Vendor Central):
2) Low Prices
By connecting directly with brands & setting them up within Vendor Central, they very quickly attained these two things. By having control of the inventory, they have control of the pricing (regardless of profitability).
I believe their ability to control pricing (and keep it low), was the instrumental tactic behind becoming recognized as the low price leader they are today.
However, this low price tactic has frayed relationships with some brands. This is a driving force toward the 3p sales shift in my opinion. Brands now sell more direct through 3p, or are working with one or a few preferred partners to execute the strategy.
Will be interesting to see what Amazon releases on the Vendor Central side to stay relevant.
-Will they now recognize MAP agreements?
-Will they accept cost increases in a timely fashion?
-Instead of CRaP'ing out on an item, will they just raise its price?
We shall see!
What what?!? Amazon Conversion Rate Nearly Double that of Competitors (ie Walmart, Costco, Target).
Which begs the question...at what point do you drive customers direct to Amazon b/c you'll get a higher conversion? Yes, you will have to pay a fee to Amazon, and yes you won't be able to get any of the customer data...but the sale and potential review you may garner could end up having a halo effect back to your site/b&m business at some point.
And, if the customer is net-new, you might need that conversion rate boost through Amazon to get them over the hump and try it out.
I always love offering a product on Amazon as an introduction to the brand, and then something completely unique or a better value on your direct website. At the end of the day customers are going to shop where they want to shop...and most of those shoppers are on Amazon.
Embrace that truth and then determine where you want those customers to go next, and then what strategies you are going to deploy to get them there.
A great article by Adam Levy from The Motley Fool.
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