What is a Brand Story?

The Brand Story is a special section on the Amazon product page that is displayed between the product information area and the A+ content area. This is where brands can present their history, philosophy and the uniqueness of their products. This is done through appealing texts, images and links to top-selling products and categories in the Brand Store.

Why is a Brand Story important?

Not many brands use the brand story yet, which is an advantage for those that do. A well-told brand story can strengthen customer trust and create a deeper emotional connection. It provides an opportunity to present yourself as a professional company and stand out from the competition. But there are other benefits too.

• Increased visibility: Amazon highlights brands that have a Brand Story. This can lead to more visibility and potentially higher sales figures.
• Customer loyalty: A strong brand story can build an emotional bond with customers.
• Differentiation from competitors: Telling your unique story can set you apart from your competitors.
• Building trust: A well-told brand story increases customer trust in your brand and products.
• Low penetration: Not many brands currently have a brand story, which means you can stand out compared to competitors.

How do you create a compelling brand story?

1. Brand philosophy and values: Talk about your company’s philosophy and what makes your products so special. Emphasise your Unique Selling Propositions (USPs) and explain why customers should choose your brand.
2. Appealing design: Make your brand story attractive and coherent to create a well-rounded image of the brand. Use high-quality images and a consistent colour palette to underline trust and professionalism.
3. Links: Include links to top-selling products and categories in the brand store so that customers can easily browse your range and get a first impression of your brand.

More examples

Conclusion

The brand story on Amazon is a powerful tool that helps to build a strong connection with customers and strengthen trust in the brand. With a well-thought-out and engaging brand story, you can make your brand stand out and differentiate yourself from the competition. If you need help creating your brand story, don’t hesitate to contact us. We will be happy to help you tell your story on Amazon and realise the full potential of your brand

Amazon Prime Video opens up to advertising

The latest news from Amazon states that the company plans to integrate ads into its Prime Video service. This means that viewers who use Prime Video may experience advertising in the near future. This is a notable development as in the past Amazon has mainly relied on subscription models and selling products. By introducing advertising on Prime Video, Amazon is entering a new playing field that will allow companies to reach its huge viewer base.

When will this happen?

The launch of advertising on Prime Video is expected to begin in early 2024. Initially, customers in the US, UK, Canada and Germany will be able to enjoy ad space. Later in 2024, users in France, Italy, Spain, Mexico and Australia will also be able to see ads. This phased approach will allow Amazon to test the impact of advertising on different markets and ensure that the experience is optimised for viewers.

Fewer ads than on TV

The good news for those worried about an excessive amount of advertising on Prime Video is that Amazon emphasises that the number of ads will be limited. In fact, the company plans to show “significantly fewer ads than on traditional linear TV and other streaming providers.” This is an important mention as it indicates that Amazon is committed to balancing advertising and content to preserve the user experience.

The option of an ad-free alternative

For those who want absolutely no advertising in their streaming experience, there is an option. In the US, users who prefer an ad-free experience can do so by paying a monthly surcharge of $3. The availability of an ad-free alternative in other countries will be announced at a later date. This approach gives viewers freedom of choice and allows Amazon to offer different pricing structures.

No price increase for Prime memberships

An important piece of information for current Amazon Prime members is that Amazon has no plans to increase prices for Prime memberships in 2024. This means that the introduction of advertising on Prime Video will have no direct impact on the cost of your Prime membership.

Review of Prime Video

Reviews of Prime Video are mixed. CNET calls it a “really great inclusive extra” for Prime members. However, it also points out that as a standalone service, Prime Video might be a little weaker compared to other options like Netflix and Hulu. It’s worth checking to see if Prime Video suits your individual viewing habits.

Trends in the streaming industry

The introduction of advertising on Prime Video is part of a broader trend in the streaming industry. Both Netflix and Disney+ introduced ad-supported plans last year, joining most other major streaming services, including Max (formerly HBO Max) and Hulu, which offer advertising plans. Pricing for these ad-supported plans varies by provider, with some offering lower-cost options and others offering more expensive deals.

Amazon’s experience with ad-supported streaming

Amazon already has experience in ad-supported streaming through its Amazon Freevee service, formerly known as IMDb TV. This streaming service requires no paid membership and is supported by limited advertising. It includes a mix of original content from Amazon and Freevee, as well as other films and series. There is even a Freevee channel for Prime Video.

Conclusion

The introduction of advertising on Prime Video is a significant step for Amazon and an interesting turning point in the streaming industry. This decision opens another gateway for advertisers to reach their target audiences. The ability to watch fewer ads or choose an ad-free option for an additional fee gives viewers more control over their streaming experience. It remains to be seen how this move will affect the landscape of full-funnel marketing and viewer habits, but it is certainly a development to watch. Amazon already has a strong influence on retail and digital advertising, and the introduction of advertising on Prime Video could further strengthen that influence. We will continue to monitor developments in this area closely. Stay tuned!

Fulfilment by Amazon (FBA)

Fulfilment by Amazon (FBA) is a logistics option where sellers store their products in Amazon’s fulfilment centres. Amazon handles all aspects of order fulfillment, including storage, packaging, shipping, and customer service. Here are five pros and cons of using FBA:

Pros of FBA:

1. Prime Eligibility: FBA allows sellers to offer Prime two-day shipping to Amazon Prime members. This can significantly increase the visibility and attractiveness of your products, as Prime members tend to prefer Prime-eligible listings.
2. Scalability: FBA is highly scalable, enabling sellers to handle large volumes of orders without worrying about logistics. Amazon’s robust infrastructure and efficient processes ensure timely and reliable delivery, even during peak seasons.
3. Customer Trust: Amazon’s reputation for reliable and fast shipping builds customer trust. By utilizing FBA, sellers can leverage Amazon’s brand and customer service to enhance the buying experience and increase customer satisfaction.
4. Time and Effort Saving: With FBA, sellers can focus on other aspects of their business, such as marketing and product development, as Amazon takes care of order fulfillment. This saves sellers time and effort, ultimately leading to increased productivity.
5. International Reach: FBA offers global fulfilment, allowing sellers to expand their customer base beyond domestic borders. Amazon handles international shipping, customs clearance, and customer support, making it easier to sell internationally.

Cons of FBA:

1. Costs: FBA charges various fees, including storage fees, fulfillment fees, and additional services fees. Depending on the size and weight of your products, these fees can significantly impact your profitability. It’s essential to carefully calculate your costs before opting for FBA.
2. Inventory Management: With FBA, you need to monitor your inventory levels to ensure you have enough stock in Amazon’s fulfilment centers. Running out of stock can lead to a loss of sales and a negative impact on your seller metrics.
3. Limited Control: By using FBA, you relinquish some control over the fulfilment process. Amazon handles packaging and shipping, which means you have less flexibility in terms of branding, packaging customization, and conducting customer returns.
4. Long-Term Storage Fees: If your products remain in Amazon’s fulfilment centers for an extended period, you may incur long-term storage fees. It’s crucial to manage your inventory effectively to avoid these additional charges.
5. Restricted Product Categories: FBA restricts certain product categories, such as hazardous materials or oversized items. Sellers dealing with such products may need to explore alternative logistics options.

Fulfillment by Merchant (FBM)

Fulfillment by Merchant (FBM) is a logistics option where sellers are responsible for storing, packaging, and shipping their products directly to customers. Here are five pros and cons of using FBM:

Pros of FBM:

1. Cost Savings: FBM allows sellers to avoid FBA fees, making it a cost-effective option, especially for low-margin products. By handling fulfillment in-house, sellers can maintain better control over their expenses.
2. Inventory Management: With FBM, you have direct control over your inventory levels and can respond to fluctuations in demand more swiftly. This helps in avoiding stockouts and minimizing the risk of long-term storage fees.
3. Branding and Customization: FBM provides sellers with the opportunity to create a unique brand experience. You can personalize packaging, include promotional materials, and enhance the unboxing experience to leave a lasting impression on customers.
4. Flexibility: FBM allows for more flexibility in terms of order processing and shipping methods. You can choose your preferred carriers, negotiate shipping rates, and have more control over the delivery timeline.
5. Avoidance of Restricted Categories: Unlike FBA, FBM doesn’t have category restrictions, allowing sellers to sell products that may not be eligible for FBA, such as oversized items or restricted goods.

Cons of FBM:

1. Prime Eligibility: FBM listings are not eligible for Prime two-day shipping unless you participate in Seller Fulfilled Prime (SFP), which has stricter requirements. This can limit the visibility and competitiveness of your products.
2. Time and Resource Intensive: Fulfilling orders in-house requires dedicated resources and time. From storage space to packaging materials and shipping logistics, you need to invest in infrastructure and manage the fulfillment process efficiently.
3. Customer Expectations: Customers have come to expect fast and reliable shipping, similar to what FBA offers. FBM sellers need to ensure they can meet these expectations and provide excellent customer service to maintain a positive reputation.
4. Limited International Reach: FBM may not be an ideal choice for sellers looking to expand their customer base internationally. International shipping and customs clearance can be more complex and time-consuming when handling it yourself.
5. Reduced Focus on Core Business: By managing fulfillment in-house, you may find yourself spending significant time and effort on logistics, taking away from other critical aspects of your business, such as product development or marketing.

Seller Fulfilled Prime (SFP)

Seller Fulfilled Prime (SFP) is a program that combines the advantages of FBA and FBM, allowing sellers to offer Prime two-day shipping while fulfilling orders from their own warehouses. Here are five pros and cons of using SFP:

Pros of SFP:

1. Prime Eligibility: SFP allows sellers to offer Prime two-day shipping to customers, which can boost product visibility and sales. This gives you a competitive advantage similar to FBA, without the need to store inventory in Amazon’s fulfillment centers.
2. Cost Control: With SFP, you can have better control over your costs compared to FBA. You can optimize packaging, negotiate shipping rates, and avoid certain FBA fees, resulting in potential cost savings.
3. Inventory Management: SFP allows you to manage your inventory in your own warehouses, giving you complete control over stock levels and minimizing the risk of running out of stock or incurring long-term storage fees.
4. Branding and Customization: Similar to FBM, SFP allows sellers to customize packaging and provide a branded experience to customers. This enables you to strengthen your brand identity and create a lasting impression.
5. Flexibility: SFP offers flexibility in terms of shipping carriers and fulfillment processes. You can choose the most efficient shipping methods, negotiate better rates, and maintain control over the fulfillment timeline.

Cons of SFP:

1. Stricter Requirements: SFP has more stringent requirements compared to FBA or FBM to ensure the two-day Prime shipping promise is consistently met. Meeting these requirements may require additional investments in infrastructure, technology, and customer service.
2. Operational Challenges: SFP requires sellers to manage their own fulfillment operations efficiently, including accurate order processing, timely shipping, and prompt customer support. Failure to meet these requirements can result in loss of Prime eligibility.
3. Customer Expectations: SFP sellers need to ensure that they can consistently deliver on the Prime two-day shipping promise. Meeting customer expectations for fast and reliable shipping can be challenging, particularly during peak seasons or when handling high order volumes.
4. Limited International Reach: Similar to FBM, SFP may not be suitable for sellers aiming to expand internationally. Managing international shipping and customs clearance independently can be complex and time-consuming.
5. Increased Responsibility: SFP puts the responsibility of fulfillment entirely on the seller, which means you need to invest in resources, systems, and processes to ensure smooth operations. This increased responsibility can be overwhelming for some sellers.

Conclusion

Choosing the right logistics option for selling on Amazon is a critical decision that can significantly impact your business’s success. FBA, FBM, and SFP each have their own pros and cons. FBA offers scalability and customer trust but comes with higher costs and limited control. FBM provides cost savings and customization options but requires more time and effort. SFP combines Prime eligibility with control over costs but has stricter requirements and operational challenges.

Consider your business’s specific needs, budget, fulfillment capabilities, and growth goals when deciding between FBA, FBM, and SFP. Ultimately, finding the right logistics option will help you deliver an exceptional customer experience, increase sales, and drive the success of your Amazon business.

Opportunities on the marketplaces

The German marketplaces Amazon.de, Otto.de and Kaufland.de offer companies from other EU countries a unique opportunity to enter the German market and address a broad customer base. With millions of potential buyers searching for products on these platforms every day, companies can significantly increase their reach. These marketplaces are already firmly established and enjoy the trust of German buyers, which is an important advantage for foreign companies in particular.

Requirements for the sale on the respective marketplace

Before companies from other EU countries can sell on Amazon.de, Otto.de or Kaufland.de, certain requirements must be met:

Amazon.com:

• Possession of a business email address or Amazon customer account.
• Availability of a chargeable credit card.
• Presence of a valid passport or identity card.
• Provision of company registration data including VAT.
• Presence of a telephone number.
• Existence of a bank account to which Amazon can transfer sales revenue.

Otto.com:

• Operation of a company in Germany with German legal form and tax ID.
• Provision of German-speaking customer service.
• Shipping from a German warehouse.
• Offer products with a VAT rate of 19%.
• Use of one of the following shipping service providers: DHL, GLS or Hermes.
• Possibility to provide a tracking number for parcel delivery.

Kaufland.com:

• Headquarters of the company in the European Union (EU) or Switzerland.
• Only established companies are accepted.
• Communication and product information in German.
• Adhere to strict cancellation policies to avoid penalties.

Fulfillment opportunities

Choosing the right fulfillment model is critical to meeting customer needs and ensuring an efficient supply chain. Amazon offers the option to use Fulfillment by Amazon (FBA). FBA offers benefits such as the Prime logo and less extra work in logistics, but requires additional fees.

Otto.de and Kaufland.de also offer various order processing options, however a centralized product, price and returns management across all marketplaces can be beneficial.

Marketing opportunities in the marketplaces

The German marketplaces Amazon.de, Otto.de, and Kaufland.de offer companies from other EU countries such as the Netherlands various marketing opportunities to successfully promote their products. Amazon enables a full-funnel advertising strategy along the entire customer journey with Sponsored Products, Sponsored Brands, Sponsored Display and the Amazon DSP. Kaufland and Otto also offer Sponsored Product Ads, Display Ads and the option of individual brand presentation in their own Brand Shop. In addition, Otto.de and Kaufland.de also offer various offsite advertising measures.

These diverse options enable companies to develop targeted marketing strategies and optimize their presence and sales on the German marketplaces.

Conclusion

Selling on German marketplaces such as Amazon.de, Otto.de and Kaufland.de offers companies from other EU countries, especially the Netherlands, an excellent opportunity to establish their presence in the German market and increase their sales. However, the many opportunities on these platforms are accompanied by the right preparations and strategies. Successful selling requires meeting specific prerequisites, a well-thought-out fulfillment strategy and skillful use of marketing opportunities. Companies that carefully address these aspects can successfully establish their brand and products on German marketplaces and benefit from a growing customer base.

Main objective:

Our main goal was to position the brand as the leading choice in the Vitamin D3 / K2, MSM and Hyaluron categories. We wanted to take a traditional healthcare product manufacturer to the forefront of direct-to-consumer (D2C) distribution, revolutionize the healthcare industry, and create a brand that would transcend the limitations of traditional distribution structures. To accomplish this, we leveraged our extensive market experience and implemented best practices on Amazon.

Potential challenges:

• Budget constraints compared to strong competitors.
• Completely new brand and products, all customers had to be newly acquired.
• Highly competitive categories with high CPCs.
• Strong focus on traditional offline pharma sales channels.
• Traditionally older target audience, with this brand focusing on younger people.

Strategy:

Our strategy involved tracking and optimizing various aspects of the marketing funnel to drive traffic to Amazon. We used Amazon Attribution to evaluate and improve the performance of external traffic sources. Through a rapid test and learn approach, we continually identified new trends and adjusted key elements to maximize our success.

Setup:

• Sponsored Ads Media Mix of Sponsored Product Ads, Sponsored Brand Ads, Sponsored Display Ads and Sponsored Brand Video Ads, taking advantage of most of the available placements on Amazon.
• External traffic via email, website, PPC and paid social ads with a focus on selling on Amazon

Optimizations:

During the campaign, focus was placed on optimizing campaign budgets, and a multi-channel approach was taken that aligned with performance goals and customer acquisition cost goals. The use of Amazon Vine and the implementation of proven content strategies ensured that the campaign was ready to go quickly. Targeting measures applied included category, keyword and competitor analytics.

Insights:

Insights played a critical role in defining, implementing and modifying the strategy. Using Amazon Attribution, we were able to measure our success in external channels such as social ads, Google Ads, email, and the website.
This data allowed us to effectively adjust the advertising budget. In addition, insights from the Ads Overview led us to prioritize certain campaign types, as Sponsored Brand Video Ads and Sponsored Product Ads performed better than Sponsored Brand Ads and Sponsored Display Ads.

Success / Results:

Impressive results were achieved for the brand during the campaign. A top 10 best-selling position for Vitamin D3/K2 was achieved, with the best performance coming in July 2022, when a top 7 position was achieved in the multivitamin category. Similarly, a top-10 best-seller position was achieved for MSM, with a top-7 position in the MSM category achieved in August 2022. For hyaluronic acid, a top-20 bestseller rank was achieved, with the best performance coming in July 2022, when the top-12 position was achieved in the hyaluronic acid category.

Conclusion:

We will use the results from this campaign to replicate and scale success for future campaigns.
You too can introduce more products using a similar approach based on the valuable insights gained. This will include broad targeting across multiple campaign types, allowing you to maximize visibility and reach. You can also use Amazon attribution to measure the effectiveness of your external campaigns and evaluate their impact on overall success.

By applying these strategies and insights, you can achieve similar or even greater success in future campaigns, rank prominently in relevant categories on Amazon, and increase sales.
Stay tuned for more exciting insights and useful information that will help you successfully launch, showcase your products and maximize your conversions.

Need help launching your nutritional supplement products on Amazon?
Then feel free to contact our Head of Retail Media for a no-obligation conversation and we’ll discuss how to proceed.

Why is multi-channel e-commerce useful?

Multi-channel selling has proven to be highly successful, as it allows merchants to expand their target audience and maximize their reach. By selling on marketplaces such as Amazon and eBay and/or operating their own online store, online retailers can diversify their sales opportunities and attract new customers. Multi-channel e-commerce also offers the opportunity to respond flexibly to changing market conditions and consumer trends, or to expand into new markets, for example.

Challenges of multi-channel e-commerce

While selling through a variety of channels brings numerous benefits, it also faces some challenges. Some of the biggest issues include:

• A consistent brand presence across multiple sales channels.
• Inventory management & product availability
• Overview of data across all channels
• Synchronization of inventory & automated fulfillment
• Optimal shipping & satisfactory returns

Of course, it is often almost impossible to deliver a consistent brand image across multiple sales channels. In many cases, this is not even desired. Branding can vary depending on the channel, as, for example, different priorities are set on Amazon than on a company’s own online store.

Most of the other pain points have to do with logistics in some form. It starts with inventory management. For example, if you use different fulfillment solutions from marketplaces, like Amazon’s FBA, you store your products separately for each channel. This increases the complexity of your logistics setup. Companies consequently spend a lot of time organizing different solutions and often lose track of the inventory in the different warehouses.

In addition, potential economies of scale are not exploited. Optimizing the warehousing and order processing of different logistics solutions causes a much greater overall effort than improving a central solution.

Shipping and, above all, returns management can also be carried out far more efficiently, quickly and uniformly with central fulfillment.

How can centralized fulfillment help?

Central fulfillment refers to the central handling of the entire ordering and shipping process for different sales channels in one place. Instead of managing logistics for each channel separately, all orders are consolidated in one fulfillment center or through one fulfillment company. As a result, centralized fulfillment enables efficient warehousing, optimized inventory management and smooth shipping. Merchants can send their products to a single fulfillment center, from where they are prepared for shipment to customers.

If your e-commerce business sells and ships orders in multiple countries, it makes sense to store products in multiple logistics centers, but manage and operate them centrally. This way, you shorten shipping routes and costs, while the network can be managed centrally.

Benefits of centralized fulfillment for multi-channel retailers

Using centralized fulfillment offers a number of benefits for multi-channel retailers:

• Consolidated warehousing: inventory is consolidated into one fulfillment center (network), resulting in lower storage costs and better use of available space.
• Optimized inventory management: by consolidating orders from different channels, the retailer gets a comprehensive overview and can better coordinate overall inventory. Consequently, bottlenecks and overstocks can be better avoided.
• Centralized fulfillment allows for a consistent post-purchase experience – regardless of which channel the purchase was made through. Packaging can thus be selected uniformly and marketing measures, such as the addition of flyers or the sending of e-mails, can also be better controlled.

Practical example:

A good example of the implementation of central fulfillment is the logistics processing for different sales channels such as Amazon (in this case, for example, via Amazon Seller Fulfilled Prime), eBay and an own Shopify store. By integrating with a central fulfillment partner like byrd, merchants can send their products to a fulfillment center where they are stored, packaged and shipped to customers. Orders from Amazon, eBay and the Shopify store are automatically routed to and processed from the fulfillment center via pre-built interfaces. This enables seamless and efficient logistics processing for all channels and better control over inventory.

So, in this example, you benefit from the large number of visitors on Amazon, but you can still use branded packaging and inserts, for example, to convert new customers into loyal repeat buyers. At the same time, you can build and strengthen your own brand with your own online store. There are hardly any limits when it comes to connecting new sales channels.

It doesn’t matter if you want to go from being an Amazon seller to a multi-channel brand, or if you simply want to use more opportunities to reach new customers. In many cases, central logistics has the potential to simplify your logistics and make them more cost-efficient.

Conclusion

Centralized fulfillment offers multi-channel retailers the opportunity to organize their logistics efficiently and benefit from the advantages of centralized processing. By outsourcing logistics to a 3PL partner, for example, retailers can save time, resources and costs while increasing customer satisfaction. Centralized processing of orders from multiple channels allows for better warehousing, streamlined inventory management and smooth shipping. So if you’re a merchant active in multiple sales channels, this could be an attractive solution to increase your efficiency and maximize your success.

Project S – Building your own brand

ByteDance’s Project S involves selling its own products rather than relying on third-party vendors. The move is in line with TikTok’s efforts to generate additional revenue ahead of its upcoming IPO. Led by Bob Kang, ByteDance’s e-commerce chief, Project S aims to build an online retail unit that competes with fast-fashion brands and social media marketplaces.

Leveraging viral knowledge and marketing advantages

The project leverages TikTok’s knowledge of viral items and enables ByteDance to acquire or create these products itself. Trendy Beat products are promoted extensively on TikTok, giving them an advantage over competing sellers on the platform. ByteDance has also hired staff from Shein to boost its e-commerce business.

Challenges and restructuring

While TikTok Shop has been successful in Southeast Asian markets, the company has struggled in the United Kingdom. In response, TikTok recently restructured to focus on existing markets rather than expanding internationally. ByteDance’s previous attempts to emulate Shein and similar models through separate shopping apps were unsuccessful. Project S aims to establish a separate brand within the TikTok app itself, taking a different approach.

Integration and synergy

Trendy Beat’s shopping site is linked to Seitu, a Singapore-based company owned by ByteDance. Seitu is also linked to If Yooou, another retail company owned by ByteDance. This integration highlights the synergy between different aspects of ByteDance’s e-commerce strategy.

Marketing and Reach

The launch of “Project S” and the Trendy Beat feature enables TikTok to effectively market its products. The platform has a tremendous reach with millions of users worldwide consuming videos daily. By filtering popular items from videos and offering them directly for sale, TikTok provides users with a seamless shopping experience. This integration of entertainment and e-commerce presents a great opportunity for TikTok to build a loyal customer base and strengthen its presence in the retail market.

Competition and challenges

Shein and Amazon are established players in online retail and have already built a large customer base. TikTok faces the challenge of competing with these heavyweights and securing a market share. Shein has made a name for itself in the fashion industry in particular and is known for its fast delivery and trendy clothing. Amazon, on the other hand, offers a wide range of products and an efficient shipping service. To compete against these rivals, TikTok needs to score with attractive offers, a smooth shopping experience, and a strong brand presence.

Future development and opportunities

TikTok has taken a promising step to gain a foothold in the e-commerce space with “Project S.” The platform has already shown that it is capable of setting viral trends and spreading the word about products. By integrating Trendy Beat and marketing its own products, TikTok can further consolidate its position as an innovative shopping platform. In the future, TikTok could further expand its e-commerce activities by partnering with other brands or introducing new features to provide users with an even more diverse shopping experience.

Conclusion

With “Project S” and the introduction of the Trendy Beat feature, TikTok aims to challenge Shein and Amazon in online retail. By selling its own products and leveraging the platform’s viral knowledge, TikTok is positioning itself as an innovative shopping platform. The integration with Seitu and If Yooou strengthens ByteDance’s e-commerce strategy. However, TikTok faces the challenge of competing against established competitors. Nevertheless, the platform’s wide reach and ability to combine entertainment and e-commerce offers promising opportunities for TikTok to succeed in the retail market. Future development could include further partnerships and features to enhance the shopping experience for users and consolidate TikTok’s position as a major e-commerce platform.

What is A/B Testing?

A/B testing is also known as split testing and is a method of pitting two different versions of your product listings against each other to see which one generates the biggest increase in user interactions and conversions.

On Amazon, this means creating two versions of your listing and splitting the traffic between them. With a trained eye, you can then analyse the performance of the two variants and determine which elements or changes lead to better results. You can try this with as many variations as you like until you find the best performing Amazon product listing.

Catch the Wave – Benefits of A/B Testing for Amazon Sellers

A/B testing offers you several significant advantages as an Amazon seller. First, it allows you to understand how different elements of your product listing influence customer behaviour. By testing variables such as product images, titles, descriptions, prices and even customer reviews, you can gain insights into what resonates best with your target audience.

Secondly, A/B testing offers a data-driven approach to optimising your product listings. Instead of making assumptions or guesses, you can make informed decisions based on real user data. This allows you to identify the most effective strategies for improving conversions, increasing click-through rates and maximising sales.

Finally, A/B testing allows for continuous improvement. By constantly testing and optimising your product listings, you can stay ahead of the competition and adapt to changing market trends. You can evolve and improve your listings based on actual performance data to consistently deliver the best possible customer experience.

With A/B testing, you can ride the waves and stand out from the competition on your Amazon surfboard. See what it means for you:

Improve your product listings

With Amazon A/B testing, you can optimise different elements such as product images, titles, bullet points and product descriptions and find out which style resonates best with your target group. Surf the wave of customer taste and beat your competitors with a powerful performance.

Data-Driven Decision Making

Instead of paddling into the blue, you can make data-driven decisions and ride the surf wave of success. Your strategic moves are based on real user data, so you can use targeted manoeuvres to improve conversions, maximise click-through rates and boost sales.

Continuous Improvement

Surfing is about constantly evolving and adapting to changes in the ocean. A/B testing allows you to continuously refine your product listings to meet the changing needs of your target audience. Each time you ride the wave, you’ll gain valuable insights and be able to optimise your listings based on real performance data.

So, grab your boards and let the Amazon A/B testing ride begin!

The requirements for participation in the Amazon A/B Test

Not every ASIN is eligible for Amazon’s A/B tests. An eligible ASIN should have had enough traffic in the last few weeks. Products that have not had enough traffic are not displayed at all or are displayed with the note that they are not eligible.

The following applies to both the A and B variants:

“A“ content

• Must be pre-approved
• Must be linked to the reference ASIN.
• Cannot be part of a current A/B test
• Cannot have more than 500 associated ASINs.

“B“ content

• Must be associated with the reference ASIN.
• Cannot be part of a current A/B test
• Automatically takes over the ASINs from A.

ASIN authorisation

• ASINs must belong to your brand.
• ASINs must have sufficiently high traffic in their respective categories (possibly several dozen orders per week or more, depending on the category) to reliably determine the most successful content.

Note: Content with non-qualifying ASINs will not be displayed in the A/B testing experience.

Selecting variables for the test

When choosing variables for your A/B test on Amazon, there are several elements you can consider. Here are some important variables that are suitable for A/B testing:

• Product images: You can use different images to test which one gets the highest click-through rate and conversion rate.
• Product title: change the title of your product slightly to see which one works better.
• Bullet Points: Vary the order and content of your bullet points to see which combination is most compelling.
• Product Description: Test different variations of your product description to see which gives the best results.

It is important to test only one variable at a time to get clear results and avoid customer confusion.

Once you have selected your variables, you can run the A/B test on Amazon. Amazon will automatically redirect some of the traffic to your variants and collect data on the performance of each variant. During the test, it is important that you do not make any further changes to the variants so as not to distort the results.

Example: Amazon A/B testing for A+ content

Do you have several versions of a new A+ content and can’t decide which one to use? Then use A/B testing for A+ content on Amazon! You can have two different A+ content versions compete against each other. The winning content gets the ASIN 😊

Step 1: Log in to your Amazon Seller Central account.

Step 2: Navigate to the “Advertising” > “A+ Content Manager” section. There you will see an Amazon info about A/B testing:

Step 3: Click on “More information about A/B tests” and then on “Create A/B test”.

Step 4: Select a reference ASIN. Of course, there must already be A+ content for the ASIN.

Step 5: Enter the test information:

• Test name
• Duration (4-10 weeks)
• Start date
• End date
• Hypothesis (optional)

Step 6: Create two variations of your product listing (Variation A and Variation B).

Step 7: Now you just have to submit the A/B test. To do this, click on the “Submit A/B test” button in the top right-hand corner.

After you have started the A/B test, Amazon will automatically redirect some of the traffic to your two variants. During the test, Amazon collects data on the performance of each variant, including click-through rate, conversion rate and sales figures.

Analysing the results

After the A/B test is complete, you can analyse the results. Amazon provides you with data and statistics to evaluate the performance of each variation.

Realise your full potential with A/B testing on Amazon

Our goal is to give you the knowledge and tools you need to optimise your Amazon sales strategy. We want to empower you to make data-driven decisions and use your resources effectively. Because we believe that as a seller on Amazon, you should have the opportunity to succeed and realise your full potential.

So let’s dive into the fascinating world of Amazon A/B testing together and take your conversions to a new level in just 4 weeks. With our proven tips and comprehensive guides, you’ll be able to outperform your competition and improve your position in Amazon search results.

Prepare to increase your sales and maximise your success on Amazon. Stay tuned for more exciting insights and useful information to help you successfully showcase your products and maximise your conversions.

Contact us now for a no-obligation consultation!

The Dutch market

With a population of around 17 million, the Netherlands is an attractive target market for German companies. The small country scores not only with its outstanding logistics, but also with favorable legal conditions and a highly qualified, multilingual workforce. Despite the fact that they are our neighbors, however, there are still many cultural differences that can lead to misunderstandings.
Nakoa is a German company with a Dutch co-founder and CEO who has many years of experience in online marketing in Germany as well as in the Netherlands. Since Nakoa combines knowledge of both cultures, we can optimally advise our clients on their strategic decisions. We have thus already helped several German companies to successfully enter the Dutch market.
We are not accountants or tax experts, but we know from experience which first steps to take.

Would you like to know how we can help you take the first steps in the Dutch market?

Contact us

Consulting and Strategy

With offices and staff in The Hague and Munich, we can help your business make the move to the Netherlands.
We know the Dutch market and work for SMEs in the Netherlands.

Want to know if you can be successful in the Netherlands?

Contact us

Online Marketing for the Dutch Market

We help you get found online and translate your content. We optimize SEO for the Netherlands and set up advertising campaigns in Google Ads, Facebook, Instagram and other marketing channels

Want to get started with online marketing in the Netherlands?

Contact us

Online marketplaces

Want to sell your products on marketplaces like Bol.com and Amazon? Or do you want to know which marketplaces are right for your products? We have experience with marketing campaigns on almost all popular Dutch marketplaces and know the pitfalls

Do you want to sell your products on Dutch marketplaces?

Contact us

Dutch
Translations

Do you need translations for your website or online marketplace product pages? We are not a classic translation agency, but we will be happy to help you with the translation of your texts into Dutch.

You want to outsource content translations?

Contact us

Logistics
in the Netherlands

Do you want to ship your products to or within the Netherlands? We work with partners and can advise you on different types of products

What are DooH ads?

Digital Out-Of-Home (DooH) ads can be a great addition to other social ads. Traditional outdoor advertising “Out-Of-Home” is combined with digital aspects. This means ads are displayed on public screens and digital billboards, for example. Recently, it is now possible to publish these ads through the Google Marketing Platform, as Google has partnered with some providers such as Vistar Media and thus gaining access to the screens of major media owners such as JCDecaux or Ströer.

Advantages of DooH ads

The biggest advantage of DooH ads is that they combine the benefits of traditional OOH ads, such as the captivating formats, with the effectiveness of digital opportunities. Many of the targeting options of display ads, for example, can be applied to DooH ads. At the same time, these ads will not be interfered with by ad blockers or skipped and closed by users. Moreover, thanks to Google, they can be conveniently edited together with other advertising media on one platform via Display & Video 360. Another advantage is the flexibility that DooH ads bring. Depending on the broadcast location, for example, small differences can be applied to the creatives.

Are there also disadvantages of DooH ads?

Of course, DooH ads also bring some difficulties. For one thing, the use of creatives is a bit more complicated: a separate format is needed per ad booking, creatives could be restricted because the ad is broadcast to many users and thus sensitive content cannot be used, and creatives cannot be edited without rechecking the ad. However, re-verification and delivery of the ad can take an average of 24 hours. Another difficulty is measuring performance. Since the broadcast does not happen via Google directly, but is forwarded to a provider, the usual user-specific data is also not available. Instead, providers supply summarized impression multipliers for each screen.

Do DooH ads work?

A successful example can be seen with the online fashion retailer ASOS. The company used Display & Video 360 to easily and quickly select digital billboards through Intersection in the US and JCDecaux in the UK. Thanks to Google, everything could be bought, published and measured on a single platform. The goal of the campaign was to improve exposure for the brand. This goal was also met, as 22 million impressions were generated with the help of hundreds of digital billboards.

Conclusion

DooH ads, as you can see, can be a good addition to other advertising measures, especially to generate stronger brand awareness and a wider reach. Especially the fact that all campaigns can be created comfortably via the well-known Google platform brings many advantages and is convenient to use. We are looking forward to test these new possibilities and to generate an even better performance for our customers.
Do you need support or would you like to leave the online marketing of your company in professional hands? Then don’t hesitate to contact us! At Nakoa Digital we are performance marketing and retail media experts. We are happy to help you strategically move your online marketing forward! You can easily book a no-obligation consultation and ask us your question
Do you need support or would you like to leave the online marketing of your company in professional hands? We are glad to help you! Simply arrange a non-binding consultation and ask us your questions!