As an independent third-party (3P) seller on Amazon, guiding a business to its full potential requires a robust plan for long-term growth. This aspiration to scale up means navigating a difficult path. Sellers pursuing expanded operations, more market share and higher revenue should be ready for the challenges and prepared with solutions for scaling an Amazon business. With the flood of competition that exists in today’s e-commerce landscape, sellers must be creative and efficient to find success.
Of course, the advantages of scaling a business can include more stability, improved operational efficiency, and better brand recognition. In addition, for high-growth 3P sellers, scaling is crucial to remain competitive and continue growing. Fortunately, there are multiple strategies that sellers can turn to in support of their expansion efforts. In most cases, it’s a matter of finding the opportunities that mesh best with the strengths of your Amazon businesses. Here are a few Amazon business growth tips for 3P sellers to consider.
#1 Expand and diversify your product offerings
As high-growth 3P sellers look to expand their businesses, it’s important to keep product selection and diversification in mind. Researching market trends and consumer demands to identify gaps in the market, emerging trends, or underserved customer needs that your business could address is essential. By offering products in different categories or targeting different demographics, you can attract customers who may not have been interested in your initial product line. This can significantly broaden your customer base and increase your sales potential.
For example, a seller specializing in electronics may want to consider branching out into related accessories or complementary products. Additionally, partnering with other sellers or wholesalers can provide access to niche products and expand the seller’s overall offerings.
Diversification can also help mitigate risk. If you’re only selling a single type of product, any changes in market trends, customer preferences, or competition can significantly impact your business. However, diversifying your product offerings can spread this risk across multiple products or categories. If one product doesn’t perform well, others might compensate for it.
#2 Leverage Amazon advertising and marketing tools
As the online marketplace grows, Amazon advertising and marketing tools have become vital for sellers looking to increase their visibility and sales. With many options available, sellers can tailor their strategies to target specific audiences and maximize their return on investment. These tools can significantly enhance product visibility, drive traffic to listings, and ultimately increase sales.
Another reason why this strategy is beneficial is that it provides measurable results. Sellers can track the performance of their ads in real time, allowing them to adjust their strategies as needed to maximize results. This data-driven approach can lead to more effective and efficient marketing campaigns.
Among the most popular options for businesses seeking growth are Sponsored Products, which are ads for individual product listings. These ads appear in search results and on product pages, and they work on a cost-per-click basis. Sellers only pay when shoppers click on their ads, making it a cost-effective advertising solution. Sponsored Brands, another type of cost-per-click ad, features a brand logo, a custom headline, and multiple products. These ads can help increase brand awareness and drive the discovery of your product portfolio. Similarly, Sponsored Display ads can be used to reach customers both on and off Amazon. These ads use automatic targeting to reach shoppers who have shown interest in categories related to your products, helping you capture a wider audience.
Aside from the paid advertising options, an Amazon Storefront is a free solution that allows sellers to create a customized, multi-page store that showcases their brand and products. A well-designed storefront can help build brand loyalty and encourage repeat purchases. These advertising and marketing tools will likely be at least part of any successful strategy for scaling your Amazon business.
#3 Streamline inventory management and fulfillment
As you grow your Amazon business and broaden your customer base, inventory management becomes an essential key to ensuring profitability and success. A well-organized system for tracking inventory and fulfillment can help you avoid costly mistakes and set your business up for growth. Considerations such as maintaining accurate inventory levels, optimizing your supply chain, and effective forecasting are all critical factors for success. By prioritizing inventory management and fulfillment, you can ensure your business has the foundation to scale and thrive on the Amazon platform.
One of the most common expansion strategies for 3P sellers is to opt for Fulfillment by Amazon (FBA). Since Amazon is the largest shipper in the U.S., they enjoy some of the lowest shipping rates in the country, and luckily they pass these along to FBA customers in the form of low shipping rates. For most products, we find the FBA shipping costs are 30-50 percent cheaper than a brand shipping products themselves. This considerable cost difference requires an FBM brand to either increase its price or be willing to accept much lower (or even negative) margins.
#4 Elevate your customer service and use reviews to your advantage
As an e-commerce business scales up, customer service becomes even more crucial. Prioritizing excellent customer service is vital to maintain positive reviews and feedback. One strategy is streamlining the customer service process by implementing chatbots or automated responses to common inquiries. This frees up time for the team to focus on more complex issues and ensures faster response times for customers.
However, Amazon sellers also have the unique option of turning much of the customer service duties over to Amazon by opting for Fulfillment by Amazon (FBA). When using FBA, Amazon will also answer most customer service questions and take responsibility for any late-arriving shipments. This allows businesses to focus on making great products rather than responding to “Where is my item?” questions all day.
Additionally, sellers should actively seek out and address negative feedback, using it as an opportunity to improve their processes and better meet customer needs. Doing this will offer you insights that can grow your company. The comments in a review, whether positive or negative, can be a guide to improving your listing descriptions, product photos, packaging, shipping methods or even the product itself. They’re worth too much to ignore.
#5 Embrace a global future
As the world’s largest online retailer, Amazon has become a household name and continues to dominate the e-commerce industry. However, as Amazon looks to expand globally, there are both opportunities and challenges to be considered.
On the one hand, expanding internationally on Amazon allows tapping into new markets and increasing revenue. Amazon’s already established reputation and brand recognition can be leveraged to quickly gain market share, while its logistical infrastructure can help businesses become more efficient. On the other hand, there are challenges to expanding internationally on Amazon, such as language and cultural barriers, shipping regulations, and different payment methods. Additionally, there may be increased competition and the need to adjust strategies to fit new markets.
Nonetheless, with careful planning and execution, expanding internationally on Amazon can lead to success and more significant growth opportunities.
#6 Utilize Amazon data and analytics strategically
Whether from Amazon or elsewhere, one of the advantages of e-commerce is the incredible amount of data sellers can access. There’s often an overwhelming number of reports available regarding inventory, shoppers, advertising, buyers and more. But, thriving sellers know how to leverage the data to reach more customers and increase conversions.
Remember, it’s not just about monitoring this enormous cache of data. It must also be appropriately analyzed to reveal actionable insights that optimize and grow sales. In particular, an Amazon seller can utilize the platform’s proprietary reports via Seller Central and supplement those metrics with other online store or marketing data to create a fuller picture of a brand’s strengths and weaknesses.
Joining the Amazon Brand Registry, provides access to the Brand Analytics Dashboard. This, and other tools like Store Insights, allows your company to access data that you wouldn’t otherwise be available and have a glimpse into the habits and sales conversions originating from Amazon. Data such as the path your customers take to your listings and the effectiveness of a product listing can help your company evaluate current marketing efforts and provide direction for new initiatives.
#7 Partner with Amify
At Amify, we have helped premium brands achieve their Amazon goals for over a decade. From Amazon marketing strategy to enhanced brand content, teaming up with us puts world-class, up-to-the-minute platform knowledge on your side. Take a look at our case studies and discover why our clients average 100 percent growth in the first year after partnering with us.
Our industry-leading expertise can unlock the full potential of a product listing, build a branded Amazon store, or determine the best expansion strategies for 3P sellers. If you’re looking for a comprehensive, results-oriented approach to growing your Amazon business, contact us today to learn why so many brand owners choose Amify. You’ll quickly see the results that keep our partners growing.