This is the second part of a three part series on increasing your ecommerce sales on Amazon.com. The first article, Quick Wins offers some quick ways to help drive up your Amazon sales. This article focuses on some alternative ways to improve sales that are a bit less obvious.
Not all sales drivers on Amazon involve dropping your price. Some are available to you by thinking differently. These ideas may not work for everyone, but consider how they might impact your business.
Sell in Case Packs
This is a classic way of reducing competition on items where price has become the dominate way of winning. And it works well on Amazon. So think about your items and see if there are ways you could package sets or multiples in a way that consumers will care about.
These GE Water Filters are a perfect example. Notice that there are 45 competitors on the one pack, but only 11 on the two and only nine on the six pack.
If you have a product that folks will buy in bulk or repeatedly over time, put it in a case pack and ship it to Amazon. This also drives up your average order value, which can improve your margins (lower cost to ship in terms of a percentage).
Frustration Free Packaging
If you want to be more aggressive, test out Amazon’s Frustration Free Packaging. Basically you have to create easy-to-open packaging for your goods and get it certified from Amazon as “Frustration Free.” Amazon typically makes the frustration-free option the default when you click from a search results page. I say typically, because I have seen a few instances where this is not true, but it happens 99% of the time when I’m on Amazon.
If you’re the only Frustration-free offer, you win the buy box. The customer would have to select off “Frustration-Free Packaging” in order to even see the competitors, which seems unlikely. So it should reduce price competition, particularly among smaller players who don’t have the resources to go through the certification process.
Be careful with this option: it’s not proven and, as with anything, Amazon can change the rules at any time. But I do think it’s worth testing to see if you can get a bump.
This is the shortest of the three articles on driving up Amazon sales and this one tends to be more about reducing competition, rather than driving up pricing. But on Amazon less competition translates to more sales, so these are still worthwhile tests. Good luck!