Carina McLeod explains how brands can get the best of both worlds on Amazon by managing both a vendor and seller relationship
This post is by Carina McLeod. Carina spent over seven years working in Vendor Management at Amazon UK and now has her own consultancy business, eCommerce Nurse, where she helps vendors and sellers grow their business on Amazon.
The hybrid approach is when brands sell on Amazon in two different ways: as a third-party seller on the marketplace and also as a vendor selling direct to Amazon. A business following the hybrid approach will use Seller Central to sell “direct-to-consumer”, and use Vendor Central to sell wholesale to Amazon – who then retail the products to consumers.
This type of approach is not new in brick and mortar retail, as many brands will sell to the main retailers (e.g. Walmart) and also have their own physical store in shopping malls, and their own transactional website.
But now Amazon have changed the dynamics. They have made selling via wholesale a lot easier, and selling direct to the consumer also very attractive, because with FBA only limited infrastructure is required. This means opening up doors to wholesale for rapidly emerging private labels, and offering manufacturers a low-cost solution to trial and expand their direct-to-consumer sales.
There is a lot of information out there as to why a business should adopt a hybrid approach, and the benefits of doing this. It helps maximize sales opportunity, widens customer reach, spreads risk and gives brands access to both the vendor and seller tools.
The real question is: how do you successfully apply the hybrid selling model to your business? It’s easy to list out the benefits in theory, but putting it into practice is a whole different ball game. So, in this post, I’ll set out some practical strategies for using the hybrid model effectively in your business, so you can really reap those rewards.
Chris McCabe talks about how to get started on Amazon Australia and finds out what sellers think of Amazon’s efforts Down Under so far
This post is by Chris McCabe, a former Investigation Specialist for Amazon’s Seller Performance team and founder of ecommerceChris.com. ecommerceChris shows Amazon sellers how to keep their accounts healthy, or, if the worst should happen, how to get their account back from a suspension.
Amazon Australia launched recently and to much fanfare. As I continue to gather up and process seller experiences from both established ecommerce players and those new to Amazon, I’m also examining Amazon’s moves thus far to see what will come next.
We had some indications of Amazon’s approach during the Seller Summit in Sydney. I got a strong sense of the efforts Amazon made to present themselves as the new best way to shop online in Australia.
eBay planted seeds in Australian soil and grew a solid reputation early on, as I learned during my visit earlier in 2017. But, clearly past ecommerce marketplace sales will not look like future ones, now that Amazon is engaged and expanding.
Since the summit, I’ve managed to speak with internal Amazon team members who work on the Australian marketplace and get some tips from them. In this post, I will share these tips, alongside some of my own guidance, and the opinions of some sellers who attended the summit in Sydney, just for good measure.
From importing products to managing VAT, David Barry looks at the key issues for U.S. sellers wanting to sell on Amazon Europe.
This post is by David Barry, co-founder of AMZ Europe. David and the AMZ Europe team offer a turnkey service that helps sellers successfully launch their business on Amazon Europe.
Selling on Amazon’s European marketplaces is tough for U.S. sellers. There’s VAT to deal with, different currencies, different languages and the small matter of getting your stock into Europe. But if you successfully overcome these challenges, expanding to Amazon Europe can be the best option for U.S. sellers looking to grow their business internationally.
Why? Because it is Amazon’s biggest international market. In 2016, Germany and the UK accounted for more than half of Amazon’s international sales. This could increase over the coming years, with the latest UNCTAD ecommerce index suggesting that online sales in Europe are primed for significant growth. The UK and Germany are ranked in the top ten of the index, while the U.S. was placed 26th.
The EU also offers favorable market conditions to sellers, with more potential customers and fewer sellers than the U.S. This means that businesses who sell on Amazon Europe have a great opportunity to gain a large market share.
Let’s examine the key issues for sellers who want to expand to Europe.
From repricers to managing feedback and using consultants, Alex Knight explains the different Amazon seller tools and services available.
Selling on Amazon is hard. The level of competition and the number of hoops that Amazon want sellers to jump through make it almost impossible to survive without automating and optimizing some parts of the process.
Luckily there are tools and services that can help with almost every stage. Whether you’re just launching your product, sending stock to FBA or trying to get your Amazon account back after a suspension, there’s something in the directory for you.
In this post, I’ll be walking you through the Amazon Selling category of the Web Retailer directory, explaining what tools there are for Amazon sellers in each section and how you can benefit from using them.
Franz Jordan explains how to optimize your cost per click and reveals the best method for finding long-tail keywords with untapped potential
This post is by Franz Jordan, CEO of Sellics, a powerful all-in-one tool that combines everything sellers need to be successful on Amazon.
Amazon Sponsored Products has proven to be a very effective channel for sellers and vendors looking to increase their sales velocity on Amazon. In 2016, the number of sellers using Amazon PPC globally doubled, while the number of clicks on PPC ads grew by over 150%. This growth has continued, as between second-quarter and third-quarter 2017, Amazon’s Sponsored Products ads grew by another 52%.
With more sellers leveraging Amazon PPC as part of their marketing strategy, it raises interesting questions about the market saturation of keywords on Amazon’s ad platform, and whether there still lies untapped potential for sellers to bid on lucrative keywords with a low cost-per-click (CPC). After all, bidding on keywords with negligible competition means you are driving very low-cost traffic to your products.
As an Amazon seller, you need to ask yourself how you can take advantage of the current PPC landscape to (a) lower your overall CPC and (b) leverage the untapped keyword potential in Sponsored Products to buy more traffic for your products at a low cost.