Building a brand on Amazon is different than doing so on any other offline channel. If you want insight into what works and doesn’t work, then I highly encourage you to listen to my fascinating interview with James Thomson, a partner at Buy Box Experts, a managed service agency supporting brands selling online. James is the former business head of Amazon Services, the division of Amazon responsible for recruiting tens of thousands of sellers annually to the Amazon marketplace. James also served as the first Fulfillment by Amazon (FBA) account manager. In 2015, James Cofounded the Prosper Show, a continuing education conference for large Amazon sellers. In 2017, he published the book, The Amazon Marketplace Dilemma designed for brand executives seeking to optimize the distribution strategy on the Amazon marketplace.
James will give us the inside scoop on what most sellers don’t get about how Amazon works and how the concept of loyalty on Amazon is something different from what brands are used to having in other channels. Learn what’s critical for brands to think about when assessing how they’re positioned, how to drive brand awareness on and outside of the platform, and how you can compete with big-box names.
To say building a brand is necessary to succeed in the eCommerce industry is an understatement. On a very deep psychological level, people feel at ease when dealing with well managed brands. What often goes forgotten is that fulfillment is a critical part of your overall brand experience in eCommerce.
Maybe you’ve just started selling on Amazon. Maybe you’re already an established seller with great sales. Either way, one thing is certain: If you want enduring success in the ever-changing world of Amazon, you can’t ignore the importance of having a strong brand.
Ask the sellers who have seen the most consistent, reliable growth on Amazon how they achieved so much success long term. They’ll likely tell you that optimizing their listings, using the right keywords, and hiring a listing expert got them to the top, but it was their brand that helped them stay there.
I just love buying stuff on Amazon. That new 400,000 BTU Red Dragon flamethrower. A bulky 10LB Flame King propane tank. The optional flame control valve kit. Did I forget to buy extra gauze pads and sterile burn cream? Click, click, click, click. Hey, life seems great.
That is, until I get the whopping credit card bill.
Paranoia issues aside, I know there’s a sinister plot waiting to be uncovered here. The sales geeks over at Amazon wirelessly injected my keyboard with a clandestine concoction that forces me to buy more than I need. And don’t even get me started about what happens when the wife gets into the act. No Tory Burch flats or Jimmy Choo pumps can hide from the long arm of a woman equipped with a FiOS 25MBPS internet connection and a hungry American Express credit card.
So it was with a sigh of relief – and a tinge of debt – that I was pleased to hear how the man responsible for creating this economically perplexing phenomena, Ezra Firestone, will be speaking at LTB 2015 about a topic that is oh-so-relevant: selling stuff on Amazon and beyond.
Boy, have I got a boatload of questions for him.