Large Retail Brand Gains Control
1,000+ listings violating Amazon’s policies were removed or corrected for Brand to regain its look and feel.
Brand regained 80% of reseller sales and increase search presence 15x
1,560% increased sales beyond the existing reseller market
The Challenge.
A large retail Brand was being resold by resellers on thousands of listings on Amazon denigrating the Brand presence including unattractive or outdated images, grey market products were listed for sale, multiple listings for identical products and other issues. The poor look and feel of the Brand by resellers and the fact that resellers were sending damaged product contributed to the Brand being poorly perceived by customers who thought the Brand was responsible for work of resellers.
The goals were to reclaim the Brand look and feel, reclaim sales from resellers and grow the Amazon.com business as a profitable sales channel.
What The Brand Needed.
The Brand needed a partner that could work with their Amazon lead to develop and implement aggressive strategies that reclaimed sales from resellers, regained control of the Brand’s look and feel, and enabled long-term tactics to skyrocket sales. The partner would need to be flexible enough to develop novel solutions that complemented Amazon’s limited tools, and a strategy to solve the “whack-a-mole” nature of the problem (new resellers or listings popping up recreating previously solved issues). All of this had to be done while ensuring margins were not sacrificed.
The Solution.
The AmaZone developed an ongoing campaign of monitoring and submitting support cases to remove the offending listings. It included a wide range of tactics outside of Amazon’s limited toolbox and further ingenuity was required as Amazon’s policies became more restrictive. The AmaZone also ensured tools used didn’t restrict future Brand growth (a serious issue) and used a variety of tactics to redirect customers to Brand-owned listings and others to reclaim sales from resellers.
The AmaZone also used separate tactics to increase overall Brand sales, informed by proprietary analytics. These strategies evolved with very real challenges common to a large manufacturer with multiple retail customers outside of Amazon (inventory prioritization, etc.).
Why It Worked.
Reason #1. New Tools + Unceasing Vigilance. Consistent Brand Look and Feel: The AmaZone developed a range of new tools to improve the Brand presence consistency, because existing Amazon tools weren’t powerful enough. Regular and unceasing implementation was required to reduce reseller competition and ensure Brand consistency.
Reason #2. Reduced Listings Reduced Customer Confusion: Reducing the number of listings of Brand products reduced customer confusion, and concentrated sales by increased visibility of desired products.
Reason #3. Increased Brand Presence: The percent of the search results owned by the Brand dramatically increased 15x, allowing the brand to capture a higher percentage of their category market share.