By Martin Heubel, Amazon Strategy Consultant at Consulterce
Most brands are frustrated by Amazon’s price-matching algorithm.
While it secures competitive prices for consumers, it also results in:
- Lost Buy Boxes
- Product delistings
- Margin compensation
The list goes on.
Some vendors try to cheat the system.
They over-sticker products with new EANs/UPCs.
Or bundle two of their products together as a ‘value pack’.
Just to have Amazon’s algorithm match them to the original product a few weeks later.
But what if there was a better strategy?
Spoiler alert: there is.
I call it the ‘add-on bundle’.
It’s simple but not easy to create:
You just have to bundle your core ASIN with an add-on that’s not available elsewhere.
For example:
- A 100 ml perfume paired with a 20 ml travel-size bottle
- A 10 kg cat food pouch paired with a cat food bowl
- A food processor paired with a lemon squeezer top
The trick is to ensure that the add-on product is not sold individually elsewhere.
Otherwise, Amazon will simply match the prices of the two individual products.
So next time you try to escape Amazon’s price algorithm, give add-on bundles a try.
For further information and support, contact Martin Heubel here
