Webinar: Accelerate on Amazon: Essential Tactics for Brand Growth and Control

Kate Ryan

July 1, 2024

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In the fast-paced world of e-commerce, Amazon stands as a powerhouse, offering unparalleled reach and potential for brands looking to grow and maintain control over their online presence. However, navigating the intricacies of this digital marketplace requires more than just listing products—it demands strategic finesse and a deep understanding of the platform’s nuances.

In our latest webinar, “Accelerate on Amazon,” we delve into the strategies and tactics that can propel brands to new heights on Amazon. Whether your brand is in the consideration stage with Amazon or you have a mature presence on the platform and are seeking incremental growth, these essential tactics can accelerate your brand’s growth and establish unwavering control in the dynamic realm of Amazon. 

Watch the webinar here.

 

The Ecommerce Equation

The Ecommerce Equation is the framework for brand growth and control on Amazon, encompassing several critical pillars.

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1. Traffic Pillar

Starting with the Traffic pillar, we explored how to effectively drive consumers to your brand on Amazon. Key strategies include advertising, SEO optimisation, and enhancing the Brand Store experience. These elements collectively drive traffic, boost brand visibility, and foster customer engagement in Amazon’s competitive landscape.

Brands aiming to expand on Amazon must strategically invest in paid media to secure prominent visibility among consumers. Investment strategies vary based on factors such as brand awareness, market competitiveness, and growth objectives. Some brands adopt an aggressive approach, reinvesting up to 60% of revenue into advertising, while others, more established in their Amazon journey, allocate around 10%-15% of revenue to this endeavour.

Data-driven SEO strategies are crucial for optimising brand presence on Amazon. Key reports, such as the Top Search Term and Search Query Performance reports, offer valuable insights into consumer behaviour and keyword effectiveness. Leveraging this data drives visibility, engagement, and success on the Amazon platform.

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2. Conversion Pillar

Next, we discussed the Conversion pillar, emphasising the importance of leveraging Amazon portal metrics to gauge performance at an ASIN level. The Buy Box, a critical factor influencing conversion rates and revenue, was highlighted as pivotal. A decrease in Buy Box presence often correlates with declines in both conversion rates and overall revenue, underscoring its significance in the sales journey.

Additionally, the use of Image Stacks—featuring 7 slots with 6 images and 1 product video—was emphasised to make a strong initial impression in search results. Incorporating lifestyle imagery, on-model visuals, or product usage images can significantly enhance engagement.

 

3. Price Consideration Pillar

The Price Consideration pillar was then discussed, stressing the importance of understanding Amazon’s operational costs and finding the optimal model for brand success. Amazon’s FBA costs are competitive, offering superior customer experience. Utilising tools like the FBA calculator for profitability analysis was recommended, along with maintaining consistency across channels to avoid profit erosion.

Understanding the Seller Landscape is vital, with recommendations to be the exclusive seller or partner with select sellers. For brands with multiple sellers, range allocation and monitoring insights on Buy Box ownership were highlighted to mitigate potential revenue loss.

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4. Availability Pillar

Ensuring product availability on Amazon presents unique challenges compared to other channels, given the lack of control over the end-to-end experience. Strategies to maintain availability included Demand Planning, Compliance Monitoring, and leveraging the Inventory Performance Indicator (IPI). Insights into monitoring these aspects were shared, emphasising the importance for 3rd party sellers to optimise operations and seize growth opportunities on Amazon.

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The webinar provided a comprehensive overview of essential tactics and strategies to accelerate brand growth and maintain control on the dynamic platform of Amazon. Whether a brand is starting its journey or seeking to enhance its presence, these insights serve as a roadmap to success in the competitive e-commerce landscape.

To know more about how to work with Pattern to accelerate your brand’s growth on Amazon, contact us today!

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