HOW BRANDS CAN BEAT THE THIRD PARTY SELLER ON AMAZON
As the world’s largest online marketplace, Amazon is the go-to platform for customers to purchase products. The rise in popularity of Amazon has led to an increase in the number of third-party sellers on the platform. However, this has also led to certain challenges for brands as these third-party sellers often sell products at a lower price, making it difficult for brands to compete. In this blog post, we’ll explore how brands can beat the third-party seller on Amazon.
1. Create a strong brand presence
One of the first steps brands can take to beat the third-party sellers on Amazon is by creating a strong brand presence. A strong brand presence includes a well-designed and optimized Amazon listing with clear product information, high-quality images, and detailed descriptions. Brands should also invest in creating a brand storefront on Amazon and creating their own branded packaging to differentiate themselves from third-party sellers.
2. Use Amazon Advertising
Amazon offers several advertising tools to help brands increase their visibility on the platform. Brands can use sponsored products, sponsored brands, and sponsored display ads to target their ideal customers on Amazon. By using these advertising tools, brands can increase their visibility and drive more sales, making it more difficult for third-party sellers to compete.
3. Use Amazon's Brand Registry
Amazon’s Brand Registry is a program available to brands that provide them with additional tools and protections on the platform. This program includes access to enhanced brand content, which allows brands to create more compelling product listings and differentiate themselves from third-party sellers. Additionally, brands can use Amazon’s brand protection tools to report and remove counterfeit listings from the platform.
4. Create a direct-to-consumer strategy
Brands can also beat third-party sellers on Amazon by creating their own direct-to-consumer (DTC) strategy. Establishing a DTC strategy allows brands to have more control over their pricing and distribution, allowing them to compete more effectively with third-party sellers on Amazon. DTC strategies can also include creating a branded website and selling products through other online channels.
5. Offer additional incentives
Finally, brands can offer additional incentives to customers on Amazon to encourage them to purchase directly from the brand. This could include offering exclusive discounts, special promotions, or bundling products together to create more value for customers. By offering additional incentives, brands can help to shift customer loyalty towards their brand and away from third-party sellers.
In conclusion, brands looking to beat third-party sellers on Amazon should focus on creating a strong brand presence, using Amazon advertising, utilizing Amazon’s Brand Registry, creating a direct-to-consumer strategy, and offering additional incentives to customers. By following these strategies, brands can increase their visibility and drive more sales, making it more difficult for third-party sellers to compete.