.png)
In 1994, at the age of eight, the commercial colossus birthed by Jeff Bezos was beyond my imagination. The idea of an online bookstore morphing into a ubiquitous “everything store” would have sounded like a far-fetched scene from a science fiction movie.
Twenty-nine years later, the Amazon marketplace has become a magnet for business owners, founders, and companies vending physical or digital products. Yet, navigating its labyrinthine corridors, with ever-evolving regulations and governmental restraints, often feels like a herculean task awaiting many.
A pivotal decision looms for companies: to charter the Amazon Seller Central in-house or to align with an external brand manager. Whether a nascent brand or an established entity, the question persists: why is there a need for an external brand manager?
In this narrative, I’ll delineate the following:
Our scrutiny of Amazon's database revealed numerous entities embarking on this Amazon journey solo, sans the guidance of a seasoned brand manager. One case illustrated a mess where a potential client had over 15 different sellers listing their products, spawning 37 incorrect listings among their eight distinct offerings.
The repercussions?
You would be amazed at how often this occurs. These missteps convolute the customer’s quest for the right product and violate Amazon’s stringent policies—an avoidable debacle with Amazon's Brand Registry program.
Gone are the easy days of Amazon (2008-2014) when nearly anyone could list a product and reap profits. I ran a part-time paintball store between Amazon and eBay, and man. I could pay for my hobby and make a little extra on the side.
The platform's evolution now mandates a full-time in-house commitment to stay abreast of its incessant policy updates. Conversely, an external Amazon brand agency dedicates its core to deciphering Amazon's daily, weekly, and monthly policy alterations.
Amplifying Success with a Brand Manager:
Unveiling the nuanced strategies of an external brand manager unfolds a realm of expertise and cross-sectional insights, offering a detached yet insightful perspective.
Unlike a physical store, Amazon denies customers a tactile experience. How the product looks, for example, let’s say you want to buy a towel.
You go to your favorite Bath and Bedroom store for my wife, Target, or Bed Bath and Beyond. What can you do? Ask someone working there where the towels are, and they might take you to the towels and say which towel is their favorite and why.
Then, you can see all the different styles and textiles on the wall. Now, if you see one you like, you can take the towel off the shelf and feel its soft fabric hug your skin. You can tell how dense the material is and compare the towel with others you pull from the shelf.
See tactile experience well; that’s all gone with Amazon, making the descriptive prowess of listings imperative.
A brand manager’s external insight can be a game-changer, translating the product's physical allure into a compelling digital narrative.
Time and Resource Efficiency:
With the inexorable tick-tock of the clock, your company’s time is finite, bound by geographical constraints.
In contrast, Amazon’s market pulses 24/7, necessitating a brand manager capable of round-the-clock customer engagement—addressing queries, managing reviews, and resolving issues whenever they arise. It can’t be the attitude of “We’ll get to that next Tuesday.”
Amazon brand management agencies typically operate with a checklist, a sentinel monitoring the impacts of Amazon's dynamic policy landscape. How is this checklist developed? Overtime through failure.
A man only learns in two ways, one by reading and the other by association with smarter people. — Will Rogers
Why are they smarter? A simple yet insightful question because they already know how not to do it! That knowledge is invaluable. I often write about my learning experience so that others don’t have to make the same mistakes.
Concerning my article “I Bought 600 Too Many Feminine Hygiene Products. Help!” Here is what a valuable Medium community member said about my piece that I truly appreciate. Thank you, Bocaneala.
“Your article shares a valuable lesson about the challenges of scaling up too quickly. It's a common pitfall, and your insights provide important guidance….Thanks for sharing your experiences and wisdom.” —Bocaneala Iulia YDN
I started on that project and made plans to buy it almost a year ago under a completely different business model. Mistakes are easily made while learning.
Why not utilize someone who has made hundreds of tiny mistakes with Amazon to handle your Amazon Seller Central account?
Established companies engage with My Retail World with two cost models: Tailored Task Billing Services for specific issues or our Comprehensive Brand Management Package with a fee structure based on net Amazon returns (total sales minus manufacturing, shipping, Amazon referral, and seller fees).
Launch products, meaning you still need to be added to Amazon, are a different game entirely. We don’t shy away from launching products. It’s our bread and butter. However, you will want to contact us so we can give you a free analysis of potential sales and competition for your product(s)
For example,
Dead On Display when they used our Tailored Task Billing Services. We utilized Helium 10 Market Tracker to do a complete analysis of a potential product launch. After pulling the numbers for them, and watching the market for peak season, the total market value on Amazon was less than 10K a month, so breaking into the market didn’t have a lot of upside for them, saving them potentially thousands of dollars.
Our protocols ensure total brand control, mandating MAP agreements with all retailers and requiring client approval on brand identity packages before proceeding. Our policy is “If you don’t like it, we don’t post it.”
Not all brand managers are created equal. Some specialize solely in brand infographics or PPC, lacking the comprehensive service spectrum that My Retail World offers.
Clear communication channels are paramount, whether through a centralized hub in large agencies or more direct channels like text messages and WhatsApp in smaller setups.
Establishing and aligning KPIs with your brand's values before engagement is crucial, ensuring the brand management agency’s goals resonate with your company’s ethos.
Regular collaboration on social media sites and affiliate marketing is essential to maintain brand consistency and avoid customer confusion.
1. Evaluate your current Amazon marketplace strategy and identify areas of improvement or gaps in expertise.
2. Explore potential brand management agencies, scrutinizing their service spectrum, success stories, and alignment with your brand’s ethos.
3. Engage in dialogues with prospective brand managers, delineating your expectations and understanding their Amazon brand management approach.
Is your brand ready to traverse the Amazon maze with a seasoned guide, unlocking unseen potentials and avoiding common pitfalls?
Note: A few links here might meander a minor commission my way. Is the fervor fueling the narrative? That's a complimentary cruise from my cortex to yours!"
