By Martin Heubel, Amazon Strategy Consultant at Consulterce
Here’s a tactic worth considering:
Relaunch your product listings.
If your Vendor Manager blocks cost price increases, you might want to put affected listings into ‘end of life’ mode.
Then, relaunch the new generation of your product(s) with a new EAN and optimised e-commerce packaging (SIOC or FFP).
This does two things:
- It resets your listing on Amazon.
- The optimised packaging ensures there’s a real difference between your old and new generation of products.
The upside:
- Healthier profit margins
- Lower shipping and handling costs
- Sustainable offers that can be marketed as such
- Traffic can be re-routed from the old to the new listing
The downside:
- (Temporary) decline in sales rank
- Loss of existing customer reviews
- Increased marketing requirements
- Undifferentiated EAN relaunch leads to price matching of the old product
Let me be clear: Relaunching products can be expensive. But it doesn’t have to be.
If you’re facing low vendor margins that threaten the continuation of your Amazon business, it’s better to invest in a new offering than wait for Amazon to accept your new prices.
For further information and support, contact Martin Heubel here
