DTC品牌在亚马逊上销售需要了解什么

由于第三方卖家（或DTC brands）1999年加入亚马逊，他们现在说明所有亚马逊销售额的58％。And even with DTC brands selling on multiple channels,60％的人说亚马逊是他们增长最快的销售渠道。

简而言之，如果您想加快DTC品牌销售的增长，亚马逊是一个不错的起点。但是你怎么开始？

在本文中，我们将讨论成为亚马逊上DTC品牌的更多优点，展示目前在亚马逊上销售的十大DTC品牌，并带您建立自己的亚马逊商店。

让我们开始吧。

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DTC品牌在亚马逊上销售需要了解什么：

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什么是直接面向消费者(DTC)?

直接面向消费者或DTC是一种商业模式，零售品牌将其产品直接出售给其客户，而不是通过沃尔玛或Target这样的第三方零售商。尽管亚马逊可以被视为零售商，但是当品牌通过亚马逊市场帐户管理自己的产品时，他们仍在控制自己的销售策略。

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Why Would DTC Brands Want to Sell on Amazon?

在亚马逊上有许多利弊。让我们介绍品牌要创建自己的亚马逊卖家帐户的一些原因以及一些理由。

优点

亚马逊是美国访问量最高的电子商务网站。

According toStatista, Amazon isby far美国访问量最高的电子商务网站，每月访问近25亿。这是列表中的下一个平台，每月8.85亿次访问eBay。

Amazon makes it easy for customers to find your product.

几乎2/3 (61%) of online shoppershead to Amazon first when searching for a new product. Around half of shoppers use Google search in their quest for finding a new product, so while ecommerce SEO will still be important, so is being Visible on Amazon.

Selling on Amazon can increase revenue.

根据最近的丛林童子军调查, 50% of Amazon sellers make between $1,000-25,000 per month in sales and 13% make $25,000-250,000 per month. That’s a solid chunk of sales that you can bring in just by building a presence on Amazon.

亚马逊正在销售渠道。

When someone browses Amazon for a product, they’re probably already in the mindset of making a purchase. This means promoting your product on Amazon has a great ROI and a降低客户获取成本比大多数其他频道。

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缺点

亚马逊拥有客户关系。

通过亚马逊销售时，您无法拥有完整的客户旅程或关系。他们没有与您的网站，您的副本和品牌设计，营销消息等进行互动。他们通过亚马逊与您的品牌互动。许多卖家更喜欢拥有完整的客户关系，选择不将其产品放在亚马逊上，而仅通过其完全拥有的渠道出售。

有无尽的竞争。

There are很多different brands and product options on Amazon that it can be hard to be seen through the noise. You’re going to need to be patient as your products increase in visibility and get more reviews. You can also pay to sponsor your product in search results on the platform.

You might feel pressure to lower your prices.

When competing with so many other brands on the platform, there can be pressure to keep prices as low as possible—especially because a recent study found that among brands selling both on Amazon and their website, Amazon’s offerings are cheaper and faster49％的时间。

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在亚马逊上销售的十大DTC品牌

Amazon has been working to吸引DTC品牌从邀请首席执行官与他们的团队见面到他们的平台上销售一段时间添加吸引DTC品牌的功能和他们的客户 - 许多DTC品牌都大吃一惊。

实际上，有些人曾说过，以前说他们永远不会。

Let’s walk through the top 10 DTC brands that are selling on Amazon, what their Amazon storefronts like like, and what kind of success they’re having.

1.哈利的

早在2019年，哈利的首席执行官就完全没有计划开始在亚马逊上销售。闪烁到今天，他们已经建立了亚马逊店面，包括订阅计划，并通过收藏组织组织。

Although their products are still available on their own website and via retail partnerships like Walmart and Target, Harry’s ultimately decided to launch their own Amazon storefront as well.

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2.Caraway

Caraway also推出了自己的亚马逊店面2022年3月。卡拉威（Caraway）于2019年开始成为DTC品牌，与Bed Bath＆Beyond＆Beyond and Crate＆Barrel等零售商建立了一些自己的零售合作伙伴关系。

Caraway决定在亚马逊上开始销售的主要原因是能够创建品牌店面的能力。如您所见，亚马逊允许品牌使用自己的横幅设计和其他与品牌相匹配的视觉元素来自定义其店面。

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3.迈耶斯夫人

清洁产品品牌Meyers夫人还创建了自己的亚马逊店面，并配有色彩鲜艳的横幅和许多产品收藏。这使感兴趣的购物者可以轻松地在亚马逊上浏览特定的Meyers产品。

When shoppers search for the brand or other related keywords, a “Shop Mrs. Meyers” call-to-action pops up at the top of the search results, leading customers directly to the storefront to explore all products.

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4.飞行

jing飞是一家中国调味品创业公司created its Amazon storefront in 2021并在今年聘请了亚马逊频道经理，以帮助他们推广其商店并通过电子商务巨头增加销售。

Since their start on Amazon, the channel has made up about 15% of their total sales, proving its effectiveness as a sales channel. These sales have been organic to date, but with their hire of an Amazon brand manager, they should be able to increase that easily.

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5.Oats Overnight

Oats Overnight joined Amazon as a part of theiremerging brands initiative，亚马逊为某些品牌提供了品牌经理的免费服务，以帮助他们在亚马逊上取得稳固的开端。

While many brands reported only seeing results during the first year, Oats Overnight disagreed and continued using Amazon’s services. Co-founder Frank Gu said, “Amazon wants you to do well, because if you do, they do. Our performance spoke for itself.”

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6。Olipop

Olipop在为其产品创建引人入胜的亚马逊店面方面做得很好。通过使用惊人的产品照片，视频和GIF以及许多产品链接，它通过其亚马逊店面购物与在自己的网站上购物非常相似。

这是亚马逊可自定义店面的目标。它充当DTC品牌自己网站的扩展，使他们能够全面创造一个凝聚力的购物体验。

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7。Olly

补充品牌Olly拥有自己的亚马逊店面，该品牌将其广告预算的很大一部分用于促进。Olly的营销传播总监分享说，该品牌已开始在Instacart和Amazon等平台上投入广告资金。188滚球地址

On Amazon, specifically, Olly puts a large portion of its ad budget towards promoting its products in search results and Amazon’s DSP (demand-side platform) in order to reach new audiences on the channel with its products.

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8。Buffy

床罩品牌Buffy同意也在亚马逊上出售其产品，但在一个条件下 - 他们仍然希望能够使用自己的包装。当大多数品牌开始使用该平台时，他们的产品将其产品发送到亚马逊的履行中心，这可能很棘手。但是，据布菲（Buffy）的首席执行官称，这是亚马逊为其一些更受欢迎或“上层”品牌提供的好处。

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9。Your Super

Your Super has been promoting its products across its website and Amazonfor the past four years,见过这样的成功是希望获得retail partnerships with retailers like Target, CVS, and The Vitamin Shoppe. Having done $60 million in sales through its own DTC channels (Amazon included), the brand is excited to branch out and grow even more.

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10.WellPath

另一个大型补充品牌WellPath的推出和推广使亚马逊黄金日的推出和促销取得了巨大的成功。亚马逊与他们合作制定了针对Prime Day独有的苹果苹果类软糖系列的发布策略。

Turns out, the strategy worked, as they完全卖掉了胶状by 1 am on the first day. By creating a three-week lead-up strategy, they were able to generate buzz well ahead of the sale. Founder Colin Darretta said, “Where people go wrong is when they think by virtue of listing your product on Amazon people will come. You need a coherent Amazon strategy that they can help supercharge.”

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How to Successfully Sell on Amazon as a DTC Brand

如果您想增加销售，亚马逊可能是做到这一点的好方法。Omnichannel marketingand sales strategies help brands grow and increase sales—so building a presence on Amazon can be a smart idea,不管其股票价值下降。

要在亚马逊上成功销售，请遵循以下技巧和最佳实践。

创建一个亚马逊卖家帐户

The first thing you need to do is understand seller requirements and create your account so you can get started. Head tosall.amazon.com要了解有关销售的更多信息，请查看他们的可用计划，并注册您自己的帐户。

有两个计划选项可供选择：

• 个人：为您出售的每种产品支付$ 0.99
• Professional:Pay $39.99 per month

亚马逊涵盖了一些基本要点，以帮助企业选择哪种计划是他们的最佳选择。

Sign up for your preferred plan to start selling. You’ll need the following information:

• Business email address OR Amazon customer account
• Credit card
• 政府ID
• Tax information
• 电话号码
• 银行账户

Design Your Branded Storefront

Next, you’ll want to create a branded storefront like the examples we saw above. Start with a hero image for the top of your storefront—optimal dimensions are 3000 x 600 px. You might also want to create tiles that promote different products or collections as viewers scroll down your storefront.

添加徽标，确保所有图形都与您的品牌相匹配，然后输入产品。自定义店面以将您最受欢迎的产品放在顶部，以便用户不必滚动。最终确定您的店面，并准备将其放在客户面前。

制定履行计划

您将如何发送产品？如果需要，您总是可以履行自己的订单。但是，如果您想利用Amazon Prime，则需要在亚马逊全面填充中心。

亚马逊也推出了新的Buy with Prime电子商务企业将其放置在其网站上，利用亚马逊履行的选项，并向客户提供一或两天的运费。

优化您的产品清单

Just like every website with some type of search engine (think Google, Pinterest, YouTube, etc.), you need to understand that search engine’s optimization rules—and亚马逊没有什么不同。

According to Amazon itself, there are seven key parts for optimization:

• 关键字
• Product images
• Product titles
• 产品定价
• Product descriptions
• Key features (use bullet points)
• 后端搜索关键字

确保您将人们用来搜索您的每种产品的流行关键字，并将其包含在产品标题和/或描述中。使用清晰，视觉上吸引人的产品图像，并确定您的产品清单已准备就绪。

Or, you can use a software that can help you gain a higher ranking, drive more traffic to your products, and ultimately increase your sales and revenue. A great example of this isPacvue Commerce,一个企业平台，可帮助解决与电子商务有关的各个方面，并重点关注亚马逊。

它提供了许多强大的工具和功能，可帮助亚马逊卖家优化其产品清单并在平台上提高其搜索排名。它还提供关键字建议，以帮助您优化广告系列，这是亚马逊卖家选择PACVUE的主要功能之一。PACVUE成为DTC品牌如此受欢迎的平台的其他原因是其预算节奏和警报，AI优化和类别智能。

推广您的产品

Amazon offers promotion options like Sponsored Posts and Amazon DSP (demand-side platform) that help you reach new audiences. Be sure to put some of your ad budget behind promoting your Amazon storefront and products in order to make sure you’re actually getting eyes on your products and starting to generate revenue through this new channel.

Hire a Specialist

考虑通过Jing的书从Fly中取出一页，并聘请自己的Amazon Channel Manager，其主要角色是将目光投向您的亚马逊产品。虽然这可能是巨大的前期成本，但一旦增加了您的亚马逊销售额的投资回报率会激增。

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Build Your DTC Brand With Amazon

让亚马逊帮助您今年提高销售和意识。开始创建自己的亚马逊卖家帐户，以将此网站添加到您品牌可用的销售渠道中。并发现更多DTC策略that will help your brand explode.