How to outperform Amazon on their own marketplace

Dennis Langer
Team Lead Growth Consulting

The rise of Amazon to become the world's fifth most valuable company by January 2024 is largely attributed to its Amazon Basics product line, which offers a wide range of everyday items at affordable prices. Initially focusing on small, budget-friendly products since its establishment in 2009, Amazon Basics has expanded its offerings considerably.

Amazon's success is driven by several key factors:

1. Diverse Product Assortment: Amazon's extensive selection caters to diverse consumer needs, ranging from apparel to electronics to household essentials. This broad inventory stems from Amazon's origins as a humble bookstore, evolving into a global retail giant over time.

2. Global Accessibility: Amazon's efficient logistics network ensures fast and reliable deliveries worldwide, including during peak periods like holidays, thanks to strategically located warehouses.

3. Customer-Centric Focus: Amazon prioritizes delivering exceptional shopping experiences by offering streamlined returns, round-the-clock customer service, and personalized product recommendations. This dedication to customer satisfaction is ingrained in the company's ethos, dating back to a 1997 letter from Founder Jeff Bezos.

4. Innovative Solutions and Competitive Pricing: Amazon maintains its competitive edge through innovations such as swift deliveries, enticing promotions, and technology like Alexa. Leveraging advanced technology and automation helps Amazon optimize processes and offer products at highly competitive prices, attracting a larger customer base.

Overall, Amazon's success is built on its ability to offer a diverse range of products, provide excellent customer service, and leverage innovative solutions to maintain competitive pricing.

How to stand out in the Amazon Marketplace

In a crowded marketplace like Amazon, differentiation is key. Smaller brands can outshine Amazon by focusing on critical areas such as SEO, merchandising, and tactical marketing.

Now, let's explore five simple steps to outperform the competition on Amazon.

1. Improve the appeal of your product pages by incorporating A+ Content.

Enhance your product pages by utilizing A+ Content, also known as Enhanced Brand Content (EBC). This tool provided by Amazon enables you to integrate captivating elements such as enhanced images, videos, and charts to effectively convey your brand's narrative, addressing customer inquiries proactively and driving increased sales and traffic.

Consider implementing the following strategies to enhance sales:

  • Utilize attention-grabbing headers and images.
  • Showcase product features through organized lists
  • Utilize comparative charts to highlight the advantages of your product.
  • Exercise creativity in presenting your visuals and descriptions. Utilizing A+ features can foster customer loyalty, potentially increasing sales by up to 8%. Brands with a store presence witness approximately 31 times more repeat purchases within a span of just 60 days.

2. Launch ads and promotions to expand your reach to potential leads.

Once you've optimized your store and refined your product pages, consider leveraging Amazon Ads to increase brand visibility and drive sales. Experiment with various Amazon advertising tools, including:

Sponsored Brands, Sponsored Products, and Sponsored Display, each offering distinct benefits in reaching your target audience.

According to the Amazon Advertising Benchmark Report 2022, Sponsored Products campaigns typically cost 13%-79% less per click compared to alternative options. Additionally, monitor the performance of your ads by assessing their placement, effectiveness in attracting new customers, and advertising cost compared to sales (ACOS).

3. Tell your brand's story to establish an emotional connection and foster affection for your unique brand identity.

As a brand owner, you have a significant advantage over Amazon's products due to your compelling brand narrative. Amazon's standardized approach often lacks the nuanced understanding required for niche markets, offering an opportunity for smaller brands to differentiate themselves through clear communication. For instance, Amazon Basics, while offering a wide range of products, lacks a distinct passion or focus, resulting in a somewhat generic identity. In contrast, your brand's niche and genuine passion enable deeper engagement with your audience, establishing your brand as an authority in your field.

To leverage this advantage, focus on merchandising strategies that create compelling product listings, high-quality images, and engaging descriptions resonating with consumers on a personal level. Highlight your brand's unique story on Amazon to evoke emotional connections and inspire customer loyalty. By allowing customers to understand your brand's "why," you can cultivate genuine affection, leading to loyal advocacy for your products. Ultimately, this emotional connection extends to your brand's offerings, fostering long-term customer loyalty.

4. Encourage reviews organically to establish trust in your brand.

According to Testimonial Engine, approximately 72% of consumers rely on reviews before making a purchase decision. Maintaining honesty in reviews is essential on Amazon, as fake reviews can have severe repercussions. Avoid any practices that manipulate or incentivize positive reviews. A gentle prompt for feedback within your products and reminders on social media can encourage customers to leave reviews.

5. Cultivate Customer Loyalty with Amazon Live

Utilize tools such as Amazon Live to engage with customers in real-time and boost brand recognition through interactive, shoppable content. Research underscores the significant impact of customer loyalty on business growth. Fans of a brand spend 43% more on average, while businesses with loyal customers experience revenue growth 2.5 times faster. Additionally, loyalty program members generate 12-18% more yearly revenue compared to non-members.

Once a fanbase is established on Amazon, leverage tools like "Manage Your Customer Engagement (MYCE)" to maintain relationships. This tool allows communication with brand followers, keeping them engaged and enthusiastic about offerings.

Beat Amazon and generate sales

Thriving on Amazon isn't just about competing against other brands; it's about standing tall even alongside giants like Amazon Basics. But fear not, success on this platform isn't just for the big players. With the right blend of innovation and strategy, any brand can make waves.

Here's your roadmap to success:

  • Elevate your product pages with captivating A+ Content.
  • Harness the power of Amazon Ads with precision targeting.
  • Tell your brand's captivating story.
  • Foster genuine reviews from satisfied customers.
  • Build lasting connections through tools like Amazon Live and the MYCE tool.

But remember, the key is to stand out. Whether it's through exceptional quality, unique values, or a compelling focus—let your brand's distinctiveness shine.

Size doesn't matter here; it's all about making a memorable impression. In the vast Amazon landscape, success belongs to those who dare to be different and illuminate the path with their brilliance.

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