Why Your Brand Should Try Selling on Amazon

Why Your Brand Should Try Selling on Amazon

Amazon is the global leader in eCommerce sales — and other brands simply aren’t even close. In 2019 alone, the digital store conducted $280.5 billion in sales. This figure was even larger in 2020!

Despite this fact, quite a few brands still seem hesitant to sell their goods on Amazon. When questioned about the decision, these organizations usually cite the fact that major companies like Nike have withdrawn their goods from Amazon. While these household names likely have legitimate reasons for their decision, they also have massive followings that are fiercely loyal.

If your brand is still finding its place in the competitive digital marketplace, then you may not have the luxury of ignoring Amazon. 

In most cases, your organization can reap tremendous benefits by expanding your brand on Amazon. 

Below, the team at Insights ABM outlines five reasons why you should try selling your products on Amazon. As a digital marketing company and Amazon advertising agency, we have helped many clients grow their businesses with comprehensive eCommerce strategies.

Here are a few things you should keep in mind:

1. If You Don’t, Your Competition Will

Opting out of Amazon is an extremely risky proposition. Virtually anyone can create their own “seller” account and start conducting business on the eCommerce giant. That “anyone” includes your top competitors, unauthorized sellers, and bad actors that want to create cheap knockoffs of popular products. 

If your brand is not on Amazon, someone else can acquire inventory and sell your product. When this happens, you have no control over how your brand will be represented. 

2. Millions of Shoppers Are Already There

The year 2020 saw a surge in eCommerce transactions. Consumers flocked to Amazon to purchase luxury items and essential goods. By simply taking your brand to Amazon, you gain access to millions of potential customers. 

However, just creating an account and conducting business on Amazon is not enough. You should also make sure that you are strategically marketing the goods that you are offering on the platform. 

If you are unsure about where to begin, an Amazon advertising agency can help. They will provide you with custom marketing campaigns that can produce measurable results.

3. Amazon is the Top eCommerce Market Share Holder

Unlike brick-and-mortar storefronts, eCommerce platforms like Amazon were nearly pandemic-proof. While sales in various sectors steeply declined, business was booming for Amazon. The company was the market share holder in both 2019 and 2020. This trend is poised to continue into 2021 and beyond. 

If you want to expand brand awareness and achieve long-term growth, Amazon is the perfect way to accomplish your goals. No other eCommerce platform is anywhere near Amazon in terms of magnitude or reach. 

4. Amazon Offers Brand Protection

Perhaps the biggest reason that some organizations avoid using Amazon is that they are concerned about retaining control of their brand. 

Amazon has a long-standing reputation for being overly lenient on unauthorized sellers. However, they have been gradually making changes to their brand protection policies over the last few years. 

Amazon has rolled out several different programs that are designed to keep control in the hands of brand owners. Some of these tools include Project Zero, the Transparency Program, and Brand Registry. 

When you’re taking your brand to Amazon, make sure that you are leveraging all of these great brand protection tools. 

5. Being Diverse Makes Your Brand Resilient

The eCommerce sector has been growing consistently year over year. Contrarily, the brick-and-mortar market share has been steadily declining. While we are not proposing that you ditch the storefront sales approach altogether, it is a great idea to have a diverse marketing strategy.

By taking your brand to Amazon, you can make it more resilient to market trends and unexpected disruptions like the pandemic. 

Even if you are not ready to offer your entire product lineup on the platform, we recommend creating a seller account and listing a few of your top items. That way, your brand will have an established foothold should you ever need to make a full-scale transition. 

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.