Insights

The 4-Letter Word Brands Should Use To Describe Amazon

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Amazon has been called a few four-letter words, but there’s one that brands aren’t using enough. We’ll let you figure this one out.

If you know your customers and understand their behavior, you can create more efficient ways to engage. Amazon is doing this better than anybody.

Ask yourself: what do you see when visiting Amazon?

The answer will vary from person to person, but there’s a common thread: personalized offers based on browsing and buying history. The e-tailer is using a mass of customer data to make assumptions, leverage ad dollars, and create a very personal experience with the platform. Brands need to be tapping into this, changing how they view the platform. Yesterday, if possible.

In any busy retail store, it matters where your products are displayed. It’s no different on Amazon. Brands with big names and deep pockets had a marketing advantage a few years back, but the game has changed.

The rise of Amazon’s in-house Happy Belly Coffee and Scout + Ro Children’s Clothing tells you something about search traffic in those categories and how big brands are performing. It’s not a whim and Amazon isn’t the only one doing this. We’ve seen plenty of third-party sellers across categories pop up with products made specifically for Amazon, optimized for high-volume keywords, performing with varying levels of success.

The point is anyone smart, disciplined, and willing to mine customer data can do it. You need to know how to use it, though.

Amazon has become the barometer for future success. Brands winning on Amazon today are going to keep winning in the future, while those not in the game won’t be part of it. Not unless they reallocate the resources to help them catch up.