Identifying the Ideal Amazon Growth Partner for your Brand
Amazon has become an important sales channel for companies and brands in India. In terms of the number of searches, it is growing rapidly and becoming a preferred destination for Indian online shoppers. The convenience and the prime program is creating strong stickiness with the customers.
A lot of new and upcoming home-grown brands are trying to scale through the online direct-to-consumer (D2C) channel, but at the same time, they cannot ignore Amazon as a sales channel. It is a scalable platform with extensive logistics and comprehensive technology that customers frequently use for product discovery.
In order to scale on Amazon, you either need an Amazon expert or an Agency to manage it for you.
Hiring an in-house team vs an agency has its pros and cons, but this is not the topic of discussion.
So let’s jump into how to partner with and select the Amazon agency and what parameters and factors a business should evaluate:
- Holistic Understanding: This is always easier said than done. An agency that understands the business side, along with logistics, taxes, operations, and best practices, is someone you should aim to partner with. If you approach it in silos, it may not be the best fit.
- Team: You can’t stress enough about the quality of the people who will be working on your account. Try to speak to the account manager, who will be working on your account daily. Since Amazon is not a one-member job, try to speak to everyone who will be working on your account.
- Experience: Try to understand the background and the size of the business the team is capable of handling. A young and enthusiastic team is always great, but a balance of some experience helps in making better long-term bets.
- Competitor Analysis: Try to get a competitor analysis from your agency. It will help them study the competition, best practices, market size, etc.
- Strategy and Goal Setting: It’s always a good idea to discuss goals and strategy before you sign up because it gives you understanding and alignment.
- Category Alignment: Try to understand if the agency has worked on a similar product category. It will reduce the learning curve both of you have to go through.
- Keyword research: Acquiring visibility on Amazon searches is crucial, and AI tools handle the majority of the work these days. You should try to understand how a company works.
- Amazon PPC and Promotion: Amazon PPC is now being considered as a cost of doing business on Amazon without spending on Ads. The new A9 Algorithm will not give you the desired sales. An agency should be capable of managing all types of Amazon ads: Sponsored Products, Sponsored brands, and Display Ads. To improve your visibility on Amazon, using ads alone is not sufficient; Amazon gives you other tools such as coupons, deals, etc. The agency should be able to formulate a blend of all of these to grow.
- Inventory Planning and Cluster Replication: One of the most expensive assets an Amazon seller owns is their inventory. If the agency is able to optimize your inventory and get you the extra 5%, it basically pays for itself.
"Working with the appropriate agency may open up a world of opportunities for companies trying to expand and flourish on Amazon. Businesses may successfully catch the attention of their target audience by navigating the nuances of the platform with the correct experience and help. Brands may make an educated and strategic choice by carefully analysing possible agency partners based on the aforementioned characteristics, putting them on a road to sustainable development and profitability in Amazon's growing marketplace." says Amogh Sachdev, founder of SW Cybernetics, one of the top e-commerce marketplace management agencies, which has been working closely with brands for the last 8 years, helping them grow exponentially with their strong expertise and strategy. Having worked with numerous brands across industries and scales, some of whom have had a phenomenal journey on Shark Tank, gives them a thorough understanding of the nuances of the trade.