Charting a course is impossible without knowing the terrain.
Staying on top all that can go wrong
You already know the Amazon sales channel is important to your brand. But then you’ve probably also experienced how difficult this fast-moving marketplace can be to understand and manage. You may wonder why some of your products appear to sell well while others don’t. Perhaps you’re investing in marketing programs to grow your products’ visibility and sales, but then wonder what’s actually working and what to do next. And then, there’s the challenge of staying on top of all that can go wrong in the channel — discounting by Amazon sellers, inaccurate information on Amazon product pages, Amazon shoppers posting negative reviews, and more.
An information disadvantage
The difficulty of managing this sales channel — of knowing what’s going on and what course to chart for your brand — is by design. The Amazon marketplace has grown to be the most influential sales channel in the U.S. retail landscape by being self-organizing — leaving it to brands, retailers and shoppers to shape the shopping experience. This explains why it’s fast moving, but also how it puts you, the brand, at an information disadvantage. There’s so much data to track about your products, and so much of it can change, that it’s not enough for you to periodically browse your Amazon product pages or a report on Amazon Vendor Central that only tells part of the story. To get better results in this channel, you must know the terrain.
We can chart a course
As your guide, River Runners can help you determine and track how your brand and individual products are positioned on Amazon — to know what’s working and what’s going wrong. We make it our job to ensure you know the terrain so that, together, we can chart a course to control the threats to your brand and grow the visibility and sales of your products in this channel.
Your Amazon problems are probably bigger than you think.
Amazon is influencing the perception of your brand
Nearly half of online shoppers in the U.S. begin their search for products like yours on Amazon.com, and the majority include Amazon in their search before making a purchase. When you factor in the tremendous influence of Amazon shoppers’ product reviews, it’s safe to assume that no sales channel is influencing the perception of your brand and sales of your products more than Amazon.
This means that if Amazon’s retail division or a pack of Amazon sellers are pricing your products below your MSRP or minimum advertised price, everybody’s noticing, including your retail partners in other channels. It also means that if the Amazon page representing one of your products includes inaccurate or less-than-compelling information, or has a high ratio of negative reviews, you have a problem — and it’s probably bigger than you think. How, then, do you achieve control over the perception of your brand in this channel?
We take on the work
As your guide, River Runners can advise you on how to effectively restrict unauthorized retailers from offering your products on Amazon. More importantly, we take on the work of uncovering the identity of rogue Amazon sellers and managing them out of the channel. We also monitor and take steps to ensure that Amazon’s product pages tell an accurate and compelling story about your products.
Sustainable growth requires expertise and focus.
Two approaches to growing Amazon sales
There are two approaches to growing your products’ visibility and sales in the Amazon sales channel. The easiest and more common is to allow Amazon’s retail division or a pack of Amazon sellers to discount your products below your MSRP or minimum advertised price, which invariably attracts shoppers to the Amazon marketplace from other sales channels. Sales rise, but your brand, partnerships with other retailers and, ultimately, your margins suffer.
Taking many incremental steps
The other approach is harder. It involves taking as many as a dozen incremental steps — with product merchandising, inventory planning, investing in targeted advertising, and engaging with Amazon shoppers — to improve your brand’s positioning in the channel. Many of these steps are straightforward, but demand time. Others require expertise that your team probably doesn’t possess. The unifying feature of these steps is data — you need to continually gather and analyze it to know what’s working and what to do next.
Expertise, focus and tools
You probably have competitors relying on discounting to win in the Amazon channel. You may be reluctantly taking this approach, as well. Or, maybe you’ve embraced the Fulfillment By Amazon program and are attempting to run the channel on your own, all the while wondering if you could achieve better results with a partner helping you manage this fast-moving marketplace. As your guide, River Runners can identify and implement the steps with merchandising, inventory planning, advertising, and engaging Amazon shoppers to grow your products’ visibility and sales. We have the expertise, focus, and a set of tools to help you take the harder, but more sustainable, approach to winning in this channel.
About River Runners
River Runners isn’t a marketing consultant or technology service. We’re a retailer with technical capabilities and marketing know-how that helps premium and specialty consumer product brands manage the fast-moving Amazon marketplace.
If you’re facing challenges in managing your relationship with Amazon’s retail division or a pack of third-party Amazon sellers, let us show you how to take over the Amazon channel – to run it like you own it. We’ll help you know how you’re positioned, control the threats to your brand, and take many steps to grow your products’ visibility and sales — all at no direct cost. We’re a retailer, after all. You invoice us.