Brands & Amazon: Insights, Opportunities, and Concerns in the Age of E-CommerceA Report Based on a Survey of 500+ U.S. Brands每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）2© FEEDVISORAmazon has solidified its position as the most powerful marketplace in online retail, taking ownership of nearly 50% of the U.S. e-commerce market.1 Consumers have migrated to Amazon for their product searches, with nearly nine out of ten shoppers visiting the platform during their product purchase cycle and 50% of consumers beginning their searches on it.2’3For brands, integrating Amazon as part of their greater e-commerce strategy represents significant opportunity. Brands can expand their audiences, fortify their brand identities, diversify their revenue streams, or tackle business-specific goals such as liquidation or profit generation, among other benefits. Whether brands are operating with a 1P, 3P, or hybrid model, Amazon offers a dynamic platform that they can capitalize on to drive awareness and engagement, build influence, and understand real-time consumer behaviors and trends.Navigating the Amazon landscape can be a complex undertaking due to a plethora of data, competitive pressures, inefficient workflows, and a lack of control over marketplace representation. Brands need AI-powered technology, data-driven intelligence, and hands-on Amazon expertise to reduce that complexity, create operational efficiencies, and support growth on an ongoing basis. We recognize how critical this opportunity is and we have aligned our company’s vision in support of brands’ needs. IntroductionThis report, Brands & Amazon: Insights, Opportunities, and Concerns in the Age of E-Commerce, evaluates the journeys of more than 500 U.S. brands and their relationships with Amazon — how the platform fits into their overall e-commerce plan, motivating factors for selling on it, advertising goals, monthly ad spend and annual revenue figures, and specific strategies for driving sales, in addition to other compelling insights. In an age where online retail is a dominating force and brands need a cohesive plan to simultaneously protect their equity and drive sales, we hope that you extract the insights that will add the most value to your operation and enable you to optimize your end-to-end Amazon strategy — whether you are a brand, retailer, or seller. This poll was conducted by Morning Consult on behalf of Feedvisor. It was distributed online from August 30 to September 2, 2018, among a national sample of 500+ business leaders. Results from the full survey have a margin of error of plus or minus four percentage points. All numbers have been rounded to the nearest percent. 1eMarketer2bloomreach3eMarketerDani NadelPresident and Chief Operating Officer, Feedvisor3© FEEDVISOROver Half of Brands Are on Amazon Today More than half of the brands surveyed (54%) are currently selling on Amazon. The survey polled more than 500 business leaders of national brands spanning different stages of their business cycles, with regard to their perspectives on Amazon as a part of their broader e-commerce strategy. Across the respondent base, which ranged from new to established, recognizable brands, Amazon was viewed as critical to their business model and a tremendous opportunity for growth. At a staggering 72%, this number demonstrates that brands are aware of Amazon’s burgeoning growth across various business sectors — such as advertising, grocery, and health care. Amazon's consistent growth cannot be ignored and, as a result, brands need to get ahead to control their brand perception and product visibility both in the marketplace and first-party settings.Nearly three-quarters of brands will sell on Amazon within the next five years.“Yes No Not Sure 54%45%1%Brands Currently Selling Products on Amazon4© FEEDVISORThe Most Compelling Benefit of AmazonIs New Customer Acquisition Almost all brands, including those that have yet to join the marketplace, agree that there is a significant opportunity to build or grow their customer base through the Amazon platform. The survey revealed that 97% of brands on Amazon and 84% of brands not currently on Amazon concur that the most compelling benefit to selling on the vast platform is acquiring new customers.For brands already selling on Amazon, the most common motivation for doing so was new customer acquisition (85%). These brands also cited motivations such as “make sure my brand is present” (81%), “serve my customers where they are” (72%), and “defend my brand from unauthorized resellers” (71%). All of these motivating factors can be realized with the proper strategic approach and data-backed technology. On Amazon, there are a number of ways to monitor, defend, and optimize brand representation. Whether through pricing requirements, content standards, or a visible share of voice through search and category placement for individual SK...
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