By Martin Heubel, Amazon Strategy Consultant at Consulterce
Persuading Amazon to order a new product can be difficult. But here’s the good news: It’s not impossible!
So how can you get Amazon to order a new product?
1. Request an order from your Vendor Manager / AVS
Asking your Vendor Manager or AVS to order a new product may be the easiest way to get a product stocked by Amazon.
However, buyers and brand specialists will rely on Amazon’s demand forecast. If it’s a brand-new SKU without any sales history, outline why Amazon should buy it.
Mention national TV campaigns, social media campaigns, etc. to give confidence to Amazon’s retail teams.
2. Use programs like Born-to-Run
Amazon introduced B2R to help vendors overcome the process of asking for manual orders. If you have access to Born to Run, use it. Even if Amazon won’t accept your desired volumes, a smaller order can help to get the ball rolling.
3. Drive off-site traffic to the new listing
If you have no access to a Vendor Manager or a tool like B2R, direct off-site traffic to your new Amazon listing. This ensures Amazon receives demand signals that trigger its system to place an order. Once the item builds a sales history, Amazon will place larger orders over time.
4. Launch products through a hybrid strategy
Don’t want to drive off-site traffic to an unavailable Amazon listing? Another way is to sell the item through a 3P Seller Central account. Once a sales history is established, you can list the product through 1P.
5. Onboard items through Vendor Flex / Direct Fulfilment
No fan of selling through a 1P/3P hybrid approach? No problem. Another way is to set up a direct fulfilment or Vendor Flex model. This way, Amazon doesn’t have to order the product into its FCs. And your product can become available from the day of its launch.
For further information and support, contact Martin Heubel here
