Founder of WAKE | Bringing Clarity to Amazon Vendors | "Amazon First" Strategies for Forward-Thinking Brands
graze: a DTC darling failing on Amazon? Let's look at their listing... 🟢 Reviews - Strong 🟢 Main image - Enticing 🟢 Sales - No.5 in cereal bars But look deeper and it falls apart: 🔴 Competitor ads 🔴 Basic secondary images 🔴 Product video from Fiverr?? 🔴 Erratic pricing - £19.22 or £26.99 🔴 Minimal search terms 🔴 55 product options 🔴 Slow delivery And the biggest miss? 𝗡𝗼 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 & 𝗦𝗮𝘃𝗲! For a brand built on subscriptions, this is mind-boggling. The fix is simple: Fix merchandising. Stabilise pricing. Kill ads. Add SnS. Amazon isn't just another sales channel. It's where 70% of UK shoppers start their search. 𝗠𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂'𝗿𝗲 𝘀𝗲𝗿𝘃𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗯𝗿𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲! What would you change first? Let me know in the comments👇 #amazon #brandstrategy #d2c #dtc #ecommerce #marketplaces #onlineretail #retail #retailstrategy #amazonvendor #amazonseller
I would put “kill ads” at the bottom of my list. Some categories are just too expensive and inefficient to defend every possible ad unit. You compete on competing pages, they will land on yours. But with cosmo coming soon and the world of Amazon being visually driven, I’d fix that carousel first and turn on some sort of S&S funding at the same time.
It’s a tricky question to answer, but in my world I would prioritise making sure there was a clear proposition in the bullets and this seems to be lacking here. Fair enough it’s a basic product for anyone to understand but the messaging is a bit all over the place. Once that’s clear, the rest can follow.
They need a better agency
SFP showing 48 hour delivery... 🫣 but yeh SnS is the biggest miss here
'less sugar' is possibly a keyword target in their title? But 'low sugar' would be better if it is true. I'd test the defensive ads to see if it makes a difference. Even if it seems unprofitable initially if there are a lot of new to brand customers it could still be worth it. Also, they may be winning these ad spots sometimes, just on this occasion they might not be. I wonder what % of sales are branded. Even the unbranded sales are probably from people that know the brand. So their conversion rates will be strong on most terms. So the key is to show up as much as possible. Thorough keyword research and index/rank checks are needed to see the opportunity they are missing out on. What would you do with the 55 SKUs? Split them out across several listings?
Focus on optimizing product imagery and stabilizing pricing immediately.
I will go for images first, as we already know Images for humans and Content for machines James Wakefield 🟡
Great insights! To maximize success on Amazon, focusing on pricing stability and offering options can make a huge difference.
Great analysis! Missing out on subscriptions is a huge oversight, and stabilizing pricing could definitely give them a competitive edge
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1wYou hate to see it. I think lots of big brands thing they can just throw up a listing on Amazon without proper optimization. Their brand name will get them far for sure but you still need to optimize for the platform.