Competition on Amazon is fierce. As a brand owner, you need to play both defense and offense to protect your business. Scaling effectively requires smart strategies and perseverance.
In this article, we’ll discuss how to protect your brand and pricing on Amazon. Keep reading to learn why defending your brand is key.
Last Updated on June 20, 2024 by Zeljko Drazovic
One of the most effective ways to protect and defend your brand on Amazon is to enroll in Brand Registry. This Amazon service includes tools to help you protect your brand’s intellectual property and report IP violations to Amazon. It also includes several features and benefits to help you grow your brand’s presence on Amazon.
Brand Registry makes it easier to manage unauthorized resellers, enforce your MAP pricing, and protect your brand from being registered by black hat sellers. Amazon Brand Registry works to reduce counterfeiters through programs such as Amazon Transparency and Project Zero.
After registering your brand, take steps to protect your Amazon listings.
You’ve worked hard to build a strong ranking for your products on Amazon, but it’s all too easy to lose. Changes to your listing from search suppression to image changes can quickly impact your sales.
Regularly monitoring your listings is key, as Amazon doesn’t notify you of changes such as search suppression or Buy Box changes. For example, if your price changes on another platform and drops lower than your price on Amazon, the Buy Box will be suppressed due to Amazon’s competitive pricing threshold. Buy Box suppression makes it harder for shoppers to find and purchase your products.
Hijackers are a very real threat to your brand on Amazon. Monitor the number of offers, brand name, adult flags, and more for your private-label products to help you identify suspicious activity. You or one of your team members can do this yourself if you only have a few listings and enjoy manual tasks, but it quickly becomes cumbersome. Software like SellerPulse by eComEngine automatically monitors your listings for issues, alerts you to changes, and provides recommendations for what to do next.
Growing your seller reputation with feedback and reviews is one of the best offensive strategies to protect your business. Amazon feedback impacts your account health because it shows Amazon how well you meet buyer expectations. And, if you happen to be competing for Buy Box share, having a higher feedback rating than your competitor will increase your odds of winning the Buy Box.
Amazon reviews directly influence purchasing decisions, and having recent and relevant reviews matters for both Amazon’s algorithm and shoppers. The best way to get more reviews is to ask for them! You can use the Request a Review button on the order details page in Seller Central or implement software such as FeedbackFive to automatically request reviews and feedback.
Keeping your pricing competitive is essential, but it’s important to avoid a race to the bottom. You need a smart Amazon pricing strategy based on your products, the competitive landscape, acceptable margin, and other factors such as seasonality or inventory with a limited shelf life.
Amazon has added several new FBA fees in 2024. Have a plan for moving excess inventory to avoid additional fees and be sure to keep enough inventory in stock to avoid the low-inventory-level fee. Consider these fees when determining your minimum and maximum prices.
You can set repricing rules in Seller Central or use a third-party repricing tool found in Amazon’s Selling Partner Appstore, such as Aura. Remember, pricing below your offer on another platform can result in Buy Box suppression, so it’s also important to consider pricing on external sites when determining your Amazon pricing.
Revisit your pricing strategy regularly, especially if you notice rising costs for manufacturing, packaging, fulfillment, and other factors that affect your profitability. Consider programs like Ships in Product Packaging (SIPP) to reduce packaging and fulfillment costs. Keeping your pricing competitive helps you maintain an edge over other sellers.
Having a comprehensive plan for protecting your brand will help you avoid or minimize the impact of risks such as Amazon hijackers, search suppression, pricing issues, losing the Buy Box, and others. Start by enrolling your brand in Amazon’s Brand Registry program to unlock the numerous benefits and brand protection features available.
eComEngine software is designed to make selling on Amazon simpler. Protect your brand with listing alerts and recommended actions with SellerPulse and grow your seller reputation by requesting reviews and feedback with FeedbackFive.
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