By Martin Heubel, Amazon Strategy Consultant at Consulterce
Most brands treat Amazon as just another sales and media channel. But they ignore that other retailers don’t.
Whether it’s Walmart, Tesco, Carrefour, Lidl, or Aldi, they all watch Amazon closely, using product listings and customer reviews to inform their own ranging decisions.
This turns Amazon into a testing ground for new product launches and innovations:
- Brands can launch new products on Amazon with little restrictions. No buyer tells you that you can only launch X number of products.
- Customer reviews allow brands to see what works (and what doesn’t), providing direct feedback for NPD iterations.
- A strong performance on Amazon’s digital shelf strengthens your case when pitching to other retailers.
Most of all:
Amazon provides you with real-time insights, unlike traditional retailers, where in-store data can be delayed or subject to ambiguity.
That’s what justifies your investments in this retailer, and is why Vendor Managers know they can charge more than traditional retailers.
For further information and support, contact Martin Heubel here
