Master of the Amazon Universe

 

In order for a company to keep control over their business and continue to stay profitable, it needs to think strategically about all manner of business. These days selling is so much more than producing a catalogue of products that speaks to customers; it’s also about branding, distribution and managing inventory.

For many sellers, utilizing Amazon is a no brainer. Should you elect not to use the Amazon platform, however, it is important to know this: it is likely that a third party seller is already selling your merchandise there, and it is up to you to ensure that a.) this is something you’re comfortable with, and b.) it is represented at a level that meets your standards. While there are measures in place which limits who can sell your products on Amazon, how your merchandise is marketed can affect how the customer perceives your company — off-brand, incorrect information and poor images, for instance, will be off-putting to buyers who will point the blame at you, not the third party vendor.

Controlling distribution is one of the hallmarks of a successful business. Make sure you have an online reseller policy in place so that your company can protect itself and dictate who is selling your products; the law works in your favor on this issue. If you do wish to venture out to third party vendors, it is in your best interest to partner with them so that your brand stays consistent across the board. And do what you can to make sure resellers don’t run out of stock — Amazon will suppress search rankings if this happens.  

Surprisingly, many brands find themselves without long-term plans, and resellers are left with little to no brand guidance. One suggestion is to wholesale your products to Amazon. While this isn’t a catch-all, it can assist in controlling inventory levels and pricing. (On the subject of pricing, don’t risk upsetting your loyal vendors by offering lower prices on Amazon than what is found in brick and mortar establishments.)

Another suggestion is to select responsible consultant who will represent your brand online. The onus of responsibility can fall partially onto them in terms of remaining faithful to your core brand, pricing and managing inventory.

Tending to these core principals — branding, distribution and managing inventory — are some key ways to keep control of your company and build profits.

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