Small brands need-to-know: succeeding on Amazon Fashion
Last week Amazon announced the launch of Luxury Stores, a new platform selling upscale brands. Oscar de la Renta was the first to sign up, and some more are expected to join within the coming weeks. The unique shopping experience will be available for Prime members, and customers can have a 360-degree detailed view featuring different body types and skin tones. The fashion industry has been slow to debut on Amazon, but this new feature opens up a new chapter for the e-commerce giant’s long-standing ambition to accelerate on fashion.
As consumers will increasingly start linking Amazon and fashion, this can also mean an excellent opportunity for small brands that lack strong e-commerce channels of their own and rely on wholesale relationships, which are severely suffering from the crisis caused by the pandemic. Here, we summarise some critical information and strategies to take into account before making this big step.
The brand page
Building your brand’s page on Amazon will allow a more personalized experience and enhance your brand identity. Different from a product listing page, which can contain some competitor ads, this brand page will also give you some crucial insights on not only the effectiveness of the page, but also traffic and campaign performance data.
Amazon takes care of many of the logistic steps, from order fulfillment and storage to customer service. This can be very convincing for independent brands with a small team that doesn’t have a complete structure to deliver orders at the speed customers expect today. But if a buyer feels there’s something wrong with your product, Amazon will refund them, no questions asked.
Consumers tend to look to Amazon for products instead of brands, and finding an alternative method to sell your designs can be essential to building a good brand strategy. Keeping your high-end merchandise on your own website and turning to Amazon to sell lower-priced items and prior season’s inventory can also be a profitable decision – since they compete with price and convenience rather than value assortments.
If you choose or already sell on Amazon, bear in mind that you are competing with Amazon’s 135 private labels and up to 2.5 million sellers. Reversing some amount of your budget on ads and nailing the keywords can be a smart decision. Also, registering your brand can protect others from selling with your name.