Feedvisor-品牌&亚马逊：电子商务时代的机遇和焦虑（英文）-2019.4-20页.pdf

Brands&Amazon:Insights,Opportunities,and Concerns in the Age of E-CommerceA Report Based on a Survey of 500+U.S.Brands2 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.23For 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 companys 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 Amazons burgeoning growth across various business sectors such as advertising,grocery,and health care.Amazons 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 SKUs and incremental exposure from advertising optimization,brands are able to effectively maintain and reinforce their brand identities.With regard to pricing control,brands can leverage third-party minimum advertised price(MAP)monitoring and compliance features,such as the ones included with Feedvisors brand optimization and intelligence platform.When brands establish a MAP policy,they are helping to protect their brand from degradation and loss of profits due to MAP violations.The most strategic brands will be the ones that use Amazons ever-growing audience and influence to propel their own success.“Of brands not yet selling on Amazon,one-third(33%)said their primary motivation to join the marketplace would be new customer acquisition,as a means of diversifying their revenue streams.5 FEEDVISOROver 80%of Brands That Sell Directly to Amazon Are Interested in Expanding to the 3P MarketplaceThe brands of today are reexamining their e-commerce investments,taking a pulse on existing capabilities,teams,and inbound revenue streams to see where modifications or enhancements need to be made.The brands that fail to keep pace with consumer trends,the overall retail landscape,and Amazon risk losing a long-term competitive advantage.One factor brands are prioritizing is where they have a presence.Of the brands currently selling on Amazon,34%have a hybrid relationship where they are selling both direct to Amazon via Vendor Central,as well as on the marketplace.Of the 1P brands surveyed,more than four in five(81%)cited they want to expand to Amazons 3P channel.Other reasons that brands mentioned as motivators behind their eventual 3P transition are to increase their competitive presence(20%),have more control over their pricing(17%),and have more control over their inventory(2%).Establishing a 3P channel presence is a natural step for brands,as it provides increased brand freedom through greater influence over brand reputation.It also provides increased control over pricing and inventory strategies,as well as a stronger handle on product listings,promotions,and the number of units the brand wants to sell.Brands should consider factors such as their overall business goals,industry and product strategy,competitive landscape,and scale,when deciding which channels to sell on.Brands interested in expanding their presence on Amazon can leverage third-party optimization software powered by AI to integrate continuous machine-learning and automate the time-consuming tasks such as pricing and advertising optimization.Alongside Feedvisors optimization and intelligence platform,our managed services team of Amazon experts perform detailed catalog analyses,such as assortment optimization in the 3P space,content cleaning for brand representation,and advertising strategy and implementation.By selling via Fulfillment by Amazon on the 3P channel,brands can balance their sales between 1P and 3P to diversify their product launch capabilities,incentivize conversions,and utilize 3P inventory in vendor stockout situations on the 1P side.With different ad types available to 1P and 3P brands,strategically testing different selling channels in unison with both traditional and non-traditional advertising methods can help brands maximize their impact.Reasons 1P Brands Want to Expand to the 3P ChannelAccess a Larger Audience Increase My Competitive Presence Have More Control Over My Pricing Have More Control Over My Inventory 61%20%17%2%The growing interest from brands in this expansion stems from a collective desire to get in front of a large audience,with 61%attributing this as the main reason they are interested in 3P expansion.6 FEEDVISOR1eMarketerAmazon Drives More Than 50%of E-Commerce Sales for Nearly Half of Brands SurveyedAmazon maintains the position of market leader for total U.S.e-commerce sales,ranking above other retail players such as eBay,Best Buy,and Walmart.1 As the market leader,brands are utilizing the platform to maximize their reach and drive incremental business.Percentage of Brands E-Commerce Sales From AmazonFor 44%of brands selling on Amazon,more than half of their total e-commerce sales come from Amazon.“For over half of the brands on Amazon(56%),the platform represents less than 50%of their overall e-commerce sales.There is a significant opportunity for brands to rethink their Amazon strategies to better capitalize on the profit potential the platform offers.12%44%32%12%125%2650%5175%76100%7 FEEDVISORAmazon Viewed as Driver of Net New BusinessFor nearly three-quarters of brands on Amazon(67%),more than a quarter of their Amazon traffic is net new business.For over a quarter of brands on the platform(28%),more than half of their Amazon traffic is also net new.Both statistics reveal the power of the Amazon ecosystem in connecting interested buyers to the branded items most relevant to them.Brands should be hyper-focused on their brand perception as a whole controlling and maintaining their reputation,knowing their competitive environment,and driving awareness and visibility.They can capitalize on digital shelf intelligence to not only help keep these concerns at bay,but to help them establish a more significant visible presence on the platform.For brands,gaining net new customers can be invaluable to growing their audience.Upon analyzing existing target customers,brands on Amazon can also test new segments that have previously not been a focus,resulting in incremental business opportunities both on Amazon and their other e-commerce channels.In addition to this,identifying new customers can help brands to fine-tune their target customer profile on an ongoing basis,providing more data for them to utilize when it comes to improving personalization and customization across various touchpoints.Percentage of Brands Amazon Traffic That Is Net New Business29%125%39%2650%22%5175%6%76100%4%Unsure/Dont Want to Disclose 8 FEEDVISORWith various advertising options available to 1P,3P,and hybrid brands on Amazon,stakeholders are incorporating a mix of ad types and targeting into their selling strategies in order to test and optimize which ones drive the highest return on ad spend.Brands can utilize third-party pay-per-click advertising software,such as Feedvisors AI-driven campaign manager,to automatically adjust ads based on specific business strategies,while simultaneously fueling brand discoverability and conversion.97%of Brands Advertising on Amazon See ValueAmazons frictionless customer experience and access to customer purchase data and behaviors are a unique differentiator when it comes to the leading digital ad duopoly of Google and Facebook,making advertising on Amazon a natural choice for brands that want exposure to motivated consumers throughout their purchase cycle.The majority of brands surveyed recognized this,with 57%citing that they currently pay for advertising on Amazon.Brands that have not yet joined the platform were more apprehensive about Amazons advertising options.While two in five brands not selling on Amazon said they thought advertising on the platform would be of at least some value,one in five(19%)conceded they were unsure how much value there would be in advertising on Amazon.As brands become increasingly sophisticated on the platform,the ones who integrate advertising and SEO strategies,adopt a deeper understanding of their indirect competition,and enforce brand fidelity and operational excellence will have a stronger handle on their P&L and overall Amazon strategy.Percentage of Brands Paying for Advertising on AmazonHow Much Value Brands See From Amazon AdvertisingYes No Not Sure 57%41%1%69%A Great Deal of Value 28%Some Value 2%Just a Little Value 0%No Value at All 1%Unsure/Dont Want to Disclose Nearly every brand surveyed that is selling on Amazon an astounding 97%sees value in advertising on the dynamic e-commerce hub.Nearly seven in ten(69%)see a great deal of value from advertising,more than one-fourth see some value,while only 2%see little value.For a personal consultation and platform demo,get in touch with us at FEEDVISORBrands Are Spending More Than$40K Per Month on Average to Advertise on AmazonAlmost half of brands(49%)selling on Amazon are spending over$40K per month on Amazon Advertising and more than one-third(38%)of the brands are spending over$60K on Amazon Advertising monthly.Both hybrid and 1P brands are spending more significantly on advertising than brands selling on the 3P marketplace.With regard to selling model,more than two-thirds of hybrid and 1P brands are paying for advertising,and 33%of 3P brands are also investing to be competitive.An analysis of category-specific spend reveals industries where advertising spend is substantially higher.Categories such as Toys&Games,Arts,Crafts,&Sewing,Clothing&Accessories,and Beauty show spend levels significantly above the per month average for Amazon Advertising.Significant advertising budgets are evident in the Pet Supplies category,where brands tend to spend more than$100K per month and in the Toys&Games category,where spend is between$60-80K per month on average.How Much Brands Are Spending on Amazon Advertising Monthly27%$0-20K 22%$21-40K 11%$41-60K 24%$61-80K 8%$81-100K 6%$100K+2%Unsure/Dont Want to Disclose 10 FEEDVISORAdvertising Is Being Leveraged Throughout the Sales FunnelWhen brands selling on Amazon were asked about their goals for advertising on the platform,nearly three-quarters(74%)responded that they want to utilize Amazon Advertising products to gain new customers.More than half of the brands that are active on Amazon selected increasing brand awareness(59%)as a byproduct of advertising,followed by generating leads and driving sales.The Amazon Advertising suite has a range of ad types and brand opportunities Sponsored Product Ads,Sponsored Brands,Display Ads,Stores,and more to help brands engage shoppers at each stage of their buyer journey,from awareness to conversion and beyond.Top Product Categories Where Driving Brand Awareness Is the Primary Goal for AdvertisingTop Product Categories Where New Customer Acquisition Is the Primary Goal for Advertising96%95%99%ElectronicsHome&KitchenHealth&Personal Care93%90%94%Home&KitchenGrocery&Gourmet Food Books&Movies59%49%74%45%Drive B