With the Super Bowl being the focus of the news during this time of the year, it's a perfect time to draw parallels between the strategies employed in this big game and those essential for success on Amazon. Whether you're a seasoned seller or considering venturing into the world of e-commerce, understanding the winning playbook for Amazon is crucial. The question you have as a brand executive is, what do I want to do to leverage what Amazon has to offer? As we analyze the game plans of football teams preparing for the Super Bowl, we can glean valuable insights into how to tackle Amazon's competitive landscape.
Play 1: Know Your Opponent (or Market)
In football, teams spend hours analyzing their opponents' strengths, weaknesses, and game strategies. Similarly, Amazon sellers need to study their competition and market trends. On Amazon, brands live or die based on whether they can show up on the first page of organic search. Even if you're a big national brand with a major market share and physical retail channels, if you're not even on page one, a lot of consumers will never go looking for you because there are lots of other choices from brands that are playing the Amazon game well enough to build up a lot of product reviews. They've got decent, quality content, and maybe they're spending money on PPC (Pay-Per-Click) in order to also do well with paid search results. These are the brands that are winning sales.
Play 2: Game Planning and Strategy
Football coaches meticulously plan their plays based on their team's strengths and the opponent's weaknesses. Similarly, Amazon sellers should develop a comprehensive strategy that aligns with their product offerings, target audience, and competitive landscape. On Amazon, brand loyalty isn't the main play; the main play is that the Amazon channel is what customers are loyal to. Amazon doesn't care what brand you buy once you come to Amazon. What they care about is whether they have enough of the national brands and enough other choices that when you come onto Amazon and look for something, there'll be enough choices, enough of them that are high quality. It's important to understand that on Amazon, all product reviews get squished together, including customer feedback on delivery, packaging, product condition, and actual product performance. This noise from other sellers can hurt your brand if not managed properly.
Play 3: Execution Is Key
In the Super Bowl, even the best-laid plans can falter without flawless execution. Likewise, Amazon sellers must ensure their products are presented professionally with high-quality images, compelling product descriptions, and accurate details. Providing excellent customer service and promptly addressing any issues or inquiries can also enhance the overall customer experience, leading to positive reviews and repeat business.
Play 4: Adaptability
Football teams often need to adjust their game plan based on how the game unfolds. Similarly, Amazon sellers must stay agile and adapt to changes in the marketplace, customer behavior, or algorithm updates. Amazon provides an extraordinary amount of data that's publicly available for anyone to look at to understand what customers like and don't like about different types of products. This real-time data can be used to identify product gaps, customer preferences, and areas for improvement.
Play 5: The Role of Coaching (or Mentorship)
Coaches play a crucial role in guiding and motivating their teams to victory. Likewise, mentorship or coaching can be invaluable for Amazon sellers, especially those new to the game. Experienced sellers or professional services can provide insights, strategies, and support to help navigate the complexities of selling on Amazon, avoid common pitfalls, and accelerate growth.
By applying these winning principles from the Super Bowl to their Amazon businesses, sellers can elevate their game and increase their chances of winning in the competitive marketplace. Whether you choose to sell on Amazon or not, recognizing the platform's potential for advertising and data collection can provide valuable insights and opportunities for your brand's growth.