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Liran on Amazon Seller Data promoting against competitor listings
CNBC news article on Amazon promoting own brands on Competitor’s listings.
- Amazon promoting their own products at the bottom of competitors listings
- It is Amazon’s playground and they can do what they want
- Ethics – how far should Amazon be going on their own platform to push their own brands
- Not an even playing field for non-Amazon brands
- Regulators checking on anti-trust for using 3rd party Amazon Seller data to go and launch their own products
- They have all the data in the world to know which keywords to use and which products sell
Similar from our Brands
- Product display ads can be used to promote your product against a competitor but Amazon are not using this
- Links below big brand products go directly to their own Amazon branded products
- We are Sellers on Amazon’s platform – the only data we get is when we pay for it
- 50% of Amazon is made up of 3rd Party Sellers – it is the biggest market in the World
- Paying PPC costs and paying to be on the platform
- You pull down your PPC Amazon Seller data and update your listings
- Amazon have got all the traffic data on you and the other players and heatmaps
- If Amazon wanted to enter a market they can get hold of all the data they want
- Amazon will only launch brands that are relevant to them and will make money
- They look at what brands on their platform are doing and then can copycat those that work
Go Niche to Succeed
- Niche markets is the way forward as a seller
- Amazon is going mass market as a giant not interested in niches
- To be successful in private label go niche will be nice for you and too small for Amazon
- Amazon is going after $20-50m per year – big brands are being targeted
- Keep small and under the Amazon radar
See the Trends
- Amazon wants to go where the puck is going to be not where the puck is
- They have the Amazon Seller data and can see trends coming before others
- When launching products you need to think about it carefully
- Huge markets for private label is a risk as Amazon targets it and can come in
Amazon Breakup
- Scott Galloway on L2inc forecasts the breakup of Amazon due to risk of monopoly
- Europe looking at whether Amazon’s use of Seller Data is a GDPR violation
Accelerator at Amazon
- Join our family of brands
- Another way of pitching Vendor Central
- Amazon looking to expand their line of brands that are part of their group
- Appeal to brands that want to come under their umbrella and get some of their search juice
- Amazon Private Label, WholeFoods, all working together
- You get more exposure for your products and brand
- Be interesting to see what the pricing will be – something like a licensing play, 10% royalties of each sale to be part of the Amazon Family of brands
- Interesting questions in the application forma about where do you manufacture and how many new products can you launch in the next 6 months
- Don’t try to compete head to head with Amazon private labels brands
