Online marketplaces are the growing online platforms of choice for online shoppers with, 97% of online shoppers purchasing on marketplaces, such as Amazon and Jet. Here are four best practices that strategically position and protect your brand on the top online marketplaces.
1. Be aware of your sellers
Unauthorized sellers popping up in your Amazon product listing is a common frustration. They can negatively impact your product by altering the listing content, undercutting prices of authorized sellers, and providing poor customer service that can lead to negative reviews on the listing.
To combat unauthorized sellers, you must communicate regularly with your sellers and practice brand vigilance.
Creating and enforcing a Minimum Advertising Price (MAP) policy helps protect brand image and ensure fair competition among authorized retailers.
Once you’ve created your MAP policy, consider having a lawyer review to ensure it’s compliant with state and federal laws. Now, distribute the policy to your authorized sellers.
3. Publish informative, optimized content
You’ve seen the bare-bones listings that lack product details, or excessively long listings with so many bullet points that you don’t know where to start. Your listing content has a huge impact on your product discoverability and conversion, so getting it right is vital.
Clear information that inspires shoppers to hit “add to cart” is the easiest and most fundamental way to position your brand on any online marketplace.
4. Ensure consistency across marketplaces
If you’ve taken the jump and expanded to online marketplaces other than Amazon, be sure to actively monitor your pricing, sellers, and content on those additional listings as well.
Implement these four practices and you’ll be on your way to protecting and positioning your brand when selling on online marketplaces.