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How to Preserve your Brand on Amazon

Selling on the Amazon marketplace is a huge opportunity for success but it won’t come easy. To get ahead in the hyper-competitive Amazon marketplace, it is important for you to stand out, meaning you have to constantly manage your brand. How do you manage 3rd party merchants who sell your products? Are your branding and pricing consistent with one another? To help you preserve your brand on Amazon, apply these tips today.

Things to Avoid

Not Updating Your Product Content or Hidden Keywords

If you are an experienced Amazon seller, your existing detail page content is most likely becoming banal and your hidden keywords outdated. According to eCommerce sales and marketing consultant Scott Panno, this is a common problem found amongst existing Amazon retailers. He advises that you should access and correct the information at least once per year. You will most likely find that it needs to be improved. It is important to remember that your detail page content needs to sell your products.

Ignoring Customer Feedback

Your brand is created by how you are perceived by the shopper. Bad customer experiences can tarnish your brand and cost you. Customer reviews are valuable tools to use to preserve your brand. Search Engine Land found that 88% of consumers say they trust online reviews as much as personal recommendations. Ignoring this information can really hurt your business.

Stay on top of your customer reviews to preserve your brand on Amazon. Two places you can gather information about customer feedback are customer reviews and customer Q&A. By leveraging data from customer reviews, you can find information on what products sell well. It is a great way to learn about your shoppers and how they receive your products. You can also use customer reviews to find product flaws. Don’t ignore customer reviews because you’ll have a harder time building a brand than growing crops in a drought.

Use Amazon to Move Slow Inventory

While Amazon offers “Lightning Deals” and “Deal of the Day,” it isn’t exactly a flash sales site. You should use websites such as Groupon and Woot to get rid of slow-moving inventory. Amazon should be used as a medium to grow reviews, improve SEO, merchandise, and stay in stock. If you offer prices that are too low, your brand value may take a hit. Products that are constantly discounted with inconsistent availability leave a bad impression on the shoppers because they will grow to expect a deal every time they run into your products.

MAP Out Your Preservation

Price is closely related to brand value. Your brand can be tarnished when resellers violate your Minimum Advertised Price (MAP) agreements as well. MAP is the minimum price that resellers agree not to advertise below. According to CPC Strategy, when a MAP agreement is violated, retailers are stuck in a difficult place because Amazon does not play a role in seller pricing agreements, meaning retailers need to find their own solutions. Another big problem on Amazon for retailers are unauthorized sellers who are known to sell counterfeit products. These unauthorized sellers undercut retailers by not following MAP.

MAP policies are a valuable business tool for manufacturers to keep track of their product pricing. Brands need to automate the tracking process because manually monitoring all of the items being sold by the resellers is a very difficult task to accomplish in a finite amount of time. With an automated solution, retailers are able to quickly find unauthorized resellers and keep track of resellers in the market and keep them in check to make sure that your brand is preserved.

Your brand is the face of your business and you need to keep a good reputation to stay competitive on Amazon. To avoid damaging your brand, you should update your product content, pay attention to  customer feedback, and use Amazon strategically to move slow inventory. Due to the connection between price and brand, MAP policies are also a great tool to use to keep your resellers in check and ensure that your brand is preserved.

Contributing Writer: Don Dao

Min-Jee Hwang

Min-Jee is the former Director of Marketing at Wiser. She has extensive experience working with SaaS companies and holds a BA from Carnegie Mellon University and an MBA from NYU Stern.

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