Amazon is getting closer and closer to its declared objective of becoming the global “Everything Store”. Ever since the platform opened itself up to third-party providers at the turn of the millennium, the numbers of retailers using it, and of products listed, have continued to grow. According to a study by Marketplace Pulse, over 100,000 […]
Once one or more marketplaces have been decided on and the perfect purchase model is found, it’s time to focus on content optimisation and its appearance. How products are represented and displayed on the selected platforms has to be understood from the point of view of potential customers, to avoid the competetor to attract them. After all, on marketplaces the decision to purchase an alternative offer is always just a click away.
To be clear from the outset: there is no single, universal startegy for selling on Amazon. But choosing the right sales model is a critical factor for success in any holistic distribution strategy. It’s therefore essential to closely examine all the options available.
Although there is no one-size-fits-all advice for developing and establishing a suitable e-commerce and marketplace strategy, which needs to be done on an individual basis, the following general conclusions can be drawn: Their extensive reach and potential mean that the big marketplaces are almost impossible for manufacturers and retailers to ignore. As their market power means that these platforms tend to dictate relationships on a one-sided basis, however, too much dependency and concentration on a single marketplace should be avoided, and alternative market footholds established.
