By Martin Heubel, Amazon Strategy Consultant at Consulterce
Can’t raise your cost prices with Amazon? Here’s a tactic worth considering:
Relaunching product listings
If your Vendor Manager blocks cost price increases, consider putting affected ASINs into “end of life” mode. Then, relaunch the new generation of product(s) with a new UPC/EAN and optimised ecommerce packaging (SIPP or FFP).
This does three things:
- Resets your Amazon listing
- Creates a real USP with improved packaging
- Differentiates the new generation from the old one
The Upside:
- Healthier profit margins
- Lower fulfilment and handling costs
- Environment-friendly marketing opportunity
- You can reroute traffic from the old to the new ASIN
The downside:
- Temporary decline in sales rank
- Loss of existing customer reviews
- Increased short-term marketing effort
- No impact on price matching
Let me be clear: Relaunching products can be expensive. But a rejected cost price increase can cost even more.
If low margins threaten your Amazon business, it’s better to invest in a relaunch than wait for your Vendor Manager to accept new prices.
For further information and support, contact Martin Heubel here
