- Molly Bryant
- On May 8, 2019
Well, Fitbit, I don’t even use your products and I still know I got my steps in yesterday. It was an intense 15-hour first full day of Resonate, and folks, the content and conversations were beyond. It was all so, so good. In Jeff Cohen’s words, it was all about “elevated conversations.”
I spent most of my time connecting with Amazon business owners, talking with them and really getting to know them and their businesses. The beauty of the Resonate crowd is the diversity of products and businesses here . . . and that the attendees are all winning big and sharing their experiences.
Even with the spectrum of Amazon sellers and the breadth of subject matter, a few key points stood out. Here’s what helped me to elevate my understanding of Seller Labs clients and their Amazon business issues. I hope these points will resonate (no pun intended) with you as well.
1. Multiple marketplaces is a bubbling topic, but not boiling just yet.
With the emergence of the Walmart and Target marketplaces, and with rumblings of new shopping models at Google, sellers are paying close attention beyond Amazon and eBay. They’re asking questions, they’re discussing the potential, they’re imagining opportunities and challenges, but they’re not making major moves . . . not yet anyway.
I say “yet” because I don’t expect this to last forever. The main questions I heard centered around audience fit and strategy. Getting a handle on these things takes time, but as sellers discover their target audiences in new venues and channels, and as they begin to develop product launch strategies, I expect marketplace participation to grow.
2. Outsourcing is an increasingly hot issue.
The confusion over what to do (or learn to do) for oneself as an Amazon business owner versus what to outsource (and to whom and where to find great help) continues. Even at this elite level it’s an issue. Amazon Advertising is top on the “Investigate Getting Help/Outsourcing” list for most of the sellers I spoke with. For them, Amazon Advertising is just too confusing, too time consuming, and too expensive. These Resonate attendees recognize that they can increase revenue while decreasing their own labor by bringing in Amazon PPC experts. One example I’m witnessing: the big sellers here really appreciate Seller Labs Managed Services for Amazon Advertising as a solution for when they know they need PPC help but they aren’t quite sure where to start.
Speaking of finding great help and where to start – shipping is also on sellers’ minds. With the recent announcement of Amazon Prime moving to one-day delivery, as well as Amazon expanding their own freight services via trucking, not to mention the introduction of Uber Freight, sellers have more options (and questions!) than ever before. Shipping for Amazon sellers is going through some big changes as I write this. The Resonate audience loved getting the current scoop and future outlook from logistics expert Eddie Levine.
3. Achieving great product launches remains elusive and challenging for Amazon sellers.
Not surprisingly, we’re still talking about product launches: asking about them, fretting about them, noting what we’ll do differently next time . . . Product launches are a perennial thorn in sellers’ sides because there are so many variables and so much about launches is specific to product and niche. There is no “one size fits all” solution to product launches (contrary to what Amazon black-hat tacticians promise), but there are common elements and proven do’s and don’ts.
Multiple experts and high-volume sellers weighed in on the product-launch process. The bulk of their focus was on advertising strategy and optimization. The standout advice I heard was: “launch, optimize, test.” Seems obvious right? But dig deeper into the testing step and don’t just test your ad campaigns; test the market, test your initial plan, and test your original assumptions. Test while keeping your eyes on the metrics and listening to what the data tells you to do. Oh, and then execute on those data-driven changes!
If you, like many of our Resonate attendees, are using Seller Labs’ Ignite Amazon PPC software, the LOT (launch, optimize, test) plan will be straightforward and super actionable as suggestions accrue and you implement them for optimizations. How do I know that this strategy works? Because not only did Resonate attendees tell me how they’ve used Ignite to further their successes, but our own SLMS experts use it to achieve powerful results for our clients.
Curious about what Seller Labs Managed Services can do for your Amazon business? Check out our case study, “Ann Arbor T-Shirt Company Sees 130% Amazon Ad Sales Growth with Seller Labs Managed Services.”
This post is part of the “Dispatches from Resonate 2019” series by Seller Labs VP of Marketing, Molly Maple Bryant.