Top Brand Badge, PDP Page Views, Project Zero , Amazon Off-License and Amazon Choice investigation

Amazon is testing a 'Top Brand' badge for select sellers

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The label, which is separate from its pre-existing "Best Seller" and "Amazon's Choice" badges, is being tested for products on Amazon's marketplace from brands including Fruit of the Loom, New Balance, Speedo, and Under Armour. Companies do not pay to receive the label, which is given to popular brands and appears as a grey bar between a product's image and name and reads "TOP BRAND" in white.

Here's what it means: If Amazon expands the Top Brand label beyond this test to its full marketplace, it should become more attractive to both consumers and big brands. Designating top brands may drive more consumers searching for products on Amazon to make purchases. Two-thirds of US consumers who have made a purchase on Amazon in the past two years typically start their search for new products on Amazon. The new label could also make Amazon's marketplace more enticing for bigger brands that have previously chosen to avoid it.

Your Amazon Product Display Pages (PDPs) are officially your brand websites

We’re all aware Amazon has become the #1 product search engine vs. Google and winning the top search results may make or break your business. However, SimilarWeb data has confirmed that across 50 top US #CPG brands, Amazon product detail pages (PDPs) captured more page views in a month than their entire websites.

While this doesn’t mean brands should delete their websites, it does mean that brand teams should be investing as much time, money, headcount and marketing communications and brand strategy behind their overall brand presence and product detail pages on Amazon and other key retailers like eBay, Ocado, Walmart and Target as they do behind their websites and annual brand marketing campaigns. Because that’s where their shoppers are going when they’re shopping no matter where they ultimately buy.

Here at Tambo, we take great care to create Product Detail Pages that appeal to online shoppers and reflect your brand experience.

Amazon Project Zero steps up anti-counterfeiting efforts in Europe

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Amazon have announced the introduction of the Amazon Project Zero in Europe in their efforts to help brands “reduce counterfeit products to zero” amidst the widespread of online fraud on the marketplace. In March, Amazon debuted the anti-counterfeiting service in the US ahead of the wider rollout. It already saw a significant reduction of counterfeits in the country, where more than 3,000 brands participate in the programme.

Amazon Project Zero is built on the wider effort of Amazon enabling brands to take the wheel in reducing the proliferation of fake goods. The move will see brands in Spain, France, Germany, Italy, and the United Kingdom using the three-pronged approach of service to determine and eradicate fake goods.

  1. Automated protections

  2. A self-service counterfeit removal tool

  3. Product serialisation

Amazon Project Zero is currently an invite-only experience, and they’re working on to get more brands on board. Brands can join a waitlist and Amazon will inform brands when they can enrol.

Amazon Plans to open an Off-Licence

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Amazon is trying to set up a physical off-licence in San Francisco: the e-commerce giant has recently begun investing in brick-and-mortar locations, such as the cashier-less convenience stores it debuted last year along with purported plans to open thousands more. At the same time, Amazon’s been taking some serious steps to try to make its on-demand delivery service, Prime Now, the go-to for alcohol deliveries in California. While the company has been delivering booze through Prime Now in other parts of the U.S. since 2015, California requires all businesses – yes, even online ones – to secure a liquor licence before they can sell alcohol within state lines. Amazon applied for such a permit earlier this week.

Senators ask Jeff Bezos to explain how Amazon recommends products

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Senators Bob Menendez and Richard Blumenthal have written a letter to Amazon CEO Jeff Bezos, demanding more context around how the “Amazon’s Choice” badge works. The letter claims the products endorsed by “Amazon’s Choice” are often found to be inferior or defective, citing a recent BuzzFeed report. The move is part of a growing number of lawmaker complaints regarding Amazon’s business practices.

The senators asked for a “detailed explanation” on the selection process for the Amazon’s Choice badge, including the algorithm used to make the determination and whether employees actually review each item before assigning the distinction. They’re also asking what Amazon is doing to verify user reviews, which could affect what products get the badge, and if any financial compensation is involved in the process.

Amazon hasn't addressed the letter, but said the company “invests significant resources to protect the integrity of reviews in our store” and has “clear participation guidelines for both reviewers and selling partners” that can lead to suspensions and legal action if violated.