Top Baby Items 2016Baby Top 2016
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In order to be effective in this competition slot, the marketing strategy needed a great deal of practical leadership and excellent customer and marketing know-how. In addition, we had to keep a constant eye on our competitors' pricing and quotes to make sure we were one up. In 2014 NBS did very little for Black Friday, but in 2015, when we helped them, they began to implement the bid on that were.
It was a very work intensive structure and event, but we provided the necessary practical support. During 2016, the initiative was repeated. Our task was to adjust our mindset to the bustling context of a high-growth company, some of the areas that enabled us to make the venture a true success:
Sellers Amazon Survey 2016: Results
They were asked about their revenue levels, their margins, their business models (including the use of FBA and labeling ), their reservations about Amazon's sale, their way of procuring and marketing product and the underlying tools they used. There was a major survey of companies that sell on the Amazon marketplace. Bandwidth was worldwide, and attendees varied from simple folks who sold part-time from home to corporate companies that generated dozens of million euros in Amazon revenues each year.
There is a wide variety of Amazon sales, and this was mirrored in the polls. Privat labeling is the practise of marketing generics under the retailer's own trade name and has become a very successful Amazon sales channel in recent years. At that time, 2.1% of vendors said they sell between $10M and $100M across all on-line markets - not just Amazon.
All we asked about this year was their sale at Amazon. About 0.6% are selling more than 50 million dollars every year - at Amazon alone. Half of it sells more than $100 million. This revenue is a great accomplishment for any retail store, but it is exceptional that several companies are generating over $100 million through Amazon alone.
All in all, there was a very wide spectrum of companies and individual persons who sold on the Amazon marketplace, as you can see below. Own-brand vendors were slightly more focused in the lower margin, 73% of PL vendors accounted for up to $250,000, 65% of all surveyed. 9 percent of PL vendors earn $1 million or more compared to 15 percent overall.
Seeing as the prior poll concentrated on all on-line merchant outlets, not just Amazon, I don't suggest making comprehensive comparison with this year's results. One half of the respondents generated part of their revenues with their own branded generics. Half of them do not even buy their own brands.
Half of those who do labeling, 23% of them do less than 10% of their turnover with PL-labels. Such companies could use the help of privatelabel companies to complement their ranges of goods, perhaps with brand-name equipment, rather than using it as their primary purchasing policy. However, one third of companies that operate a certain own brand (17% of all sellers) solely pursue the own brand approach - their entire turnover comes from PL goods.
Millions of dollars salespeople tend to do just a little bit of privatelabelling, with 27% of $1M+ salespeople doing some privatelabelling that generate less than 10% of their revenue with privatelabel items. They' re also less likely to be exclusive privately labeled vendors, as only 9% of $1M+ vendors sell PL only.
Approximately three fourths of the subscribers sold through various sales platforms - on-line markets, web shops and stationary shops. After Amazon, the most beloved second canal is eBay, with 73% sales via this market place. Equal percent of $1M+ vendors use eBay, but only 35% of own-brand vendors. Half of the vendors have their own webshop.
Web store usage is higher for $1M+ vendors at 31% and slightly lower for own-brand vendors at 23%. The Magento is more liked by vendors with more than $1 million, 43% use it versus 35% for Shopify. Shopify is the first choise for PL vendors with 45%, while Magento is only selected by 23% of this group.
Vendors are usually sceptical about new market places, but Jet may resist this notion. In total, 43% of vendors are selling through only one further canal in addition to Amazon. Slightly more than a fourth sold through two or three other channelways, and 7% sold through more than three extra channelways. Salespeople of $1M+ are even more likely to be salespeople of multichannels with 86%, and they tended to be selling through a larger number of extra salespeakers.
Nearly 30% of $1M+ vendors use only one extra sewer, 36% use two or three other sewers, and 21% use more than three extra sewers - three fold the total. Retail labelers are much more likely to be selling only at Amazon, with 38%. A further 39% of PL vendors are selling through another sales route, 20% through two or three others and 2% through more than three more.
Clearly Amazon is the preferred distribution medium for privately labelled vendors, by far. In addition to the large markets shown above, several vendors stated that they were selling on 11Main (founded by Alibaba in 2014, but selled at the beginning of the year), the trendy France markets Cdiscount and Fnac, the Craigslist classified ad site, the Overstock winding up site and the Wish.com deal site every day.
Almost half of all Amazon vendors with Amazon sells over $1 million want to begin with the sale of Jet, against 27% of all respondents. Although only six and a half years old, this new market place has certainly attracted the interest of major seller. Thirty-eight percent of all vendors want to begin vending through their own web store, but only 30 percent of vendors want $1M+.
That' s in line with more million dollars salespeople who already have their own shop on-line, or perhaps bigger salespeople are less confident about the revenue opportunity of an independant one. Retail labels are more receptive to sale through web stores, with more than half of vendors trying to create their own. Shopsify is the most widely-used web shop option, with 68% of all vendors who want to open their own shop stating Shopify.
More own-brand vendors wanting to open their own web shop said they chose to shopify with 76%. Own-brand vendors have similar store market place growth agendas to other vendors except that 17% want to do stationary business compared to 13% of $1M+ vendors and 12% of all vendors.
Small numbers of vendors referred to other national and global distribution outlets through which they intend to do business, such as Amazon Business, the home page Houzz, the South East Asia Lazada and Walmart's high-selectivity marketing site. Asked the vendors about their main products class. There was a marked distinction for some classes between all attendees, $1M+ vendors and own-brand vendors.
Just 2% of million dollars salespeople mainly resell book, versus 9% of all salespeople. Also, we found that 12% of the $1M+ sales are mainly electronic, versus 7% of all sales. Own brand vendors are more actively involved in: You are also more willing to resell telephone equipment, baby items, jewelry and pets.
Even though these classifications are less favored than the "Big Three" above, privately labelled vendors were more than twice as likely to list them as their main classification than all vendors. We' ve asked the vendors about their median mark-up. Almost a third of all vendors have an avarage premium of between 25% and 50%, and 29% of vendors have a premium of between 10% and 25%.
Over $1M+ vendors are in the 10% to 25% range: Within the 25%-50% area, there are 23% of vendors of $1M+. Retail labels have much higher surcharges, with half of them quoting an avarage between 25% and 50%. Notice that there is a discrepancy between premium and win margin - premium is the amount that is added to the costs of a products to get to the sales prices, while the spread is the percent of the sales prices that is win.
A $100 cost article with a 50% appreciation would be sold for $150 while the win rate would be 50/150 or 33%. Amazonia is generally seen as a market place for new items, so it can be a surprise that over a third of the vendors in our poll are selling some used items.
However, for half of these vendors, used items account for less than 10% of their turnover. Only 8% of all respondents make more than half of their turnover from used items, and only 1% of vendors are selling nothing but used items. Less $1M+ vendors are selling a certain amount of used items, at 24%.
Like all respondents, vendors who resell only used items account for 1% of million dollars vendors. Amazon's FBA fulfillment by Amazon is valued for its quickness and precision and also offers vendors an Amazon space edge by increasing buy box exposure and qualifying them for the much-loved prime free shipping programme.
Maybe it shouldn't come as a surprise that 79% of all vendors interviewed use FBA for some or all of their Amazon-sells. Forty-four percent use FBA for 90% or more of their turnovers, and 27 percent use FBA for everything they are selling. Salespeople of $1M+ are less dependent on FBA: a third uses it for 90% or more of their purchases, but only 10% use it for everything they are selling.
On the contrary, 56% of those who buy privately are using them. More than 60% of all vendors stated that their main worry was that Amazon had withdrawn their vendor benefits by suspension or permanent exclusion from sale in the market place. Twothirds of the $1M+ vendors have the same concerns. Forty-four percent of all vendors are worried that Amazon is beginning to resell their produce, but that leaps to 64 percent of $1M+ vendors - almost as big as a ban on them.
Forty-three percent of vendors are apprehensive about adverse customer feedbacks or ratings, but that falls to 26 percent for $1M+ vendors. Maybe salespeople with higher revenue volumes can more readily accept sporadic poor response. Point-of-sale vendors are less anxious that Amazon will begin to sell their items, with only 26% saying it's a big problem.
From a technical point of view, privatelabel vendors have their own distinctive product, which largely shields them from competitive pressures. However, they are much more worried about other vendors giving malicious bad reviews (51% vs. 31% of all vendors) and other vendors duplicating their items (41% vs. 26% of all vendors). A lot of vendors used the free text commentaries to express other reservations about Amazon sales, including shared issues:
Amazons are not transparency with vendors about suspension detail. Vendors take our offers and are selling the article for 30%-50% less. But there are some significant variations in outsourcing strategies between vendors in general, million dollars vendors and own brand vendors. In comparison to vendors in general, million dollars vendors are: own-brand vendors are:
A number of vendors added free text commentaries on their procurement strategies and referred to special fairs they attend. A few other topics in the commentaries were the production of own productions and the development of own, specially developed research and development tools. Then I look at what other items my vendor has and research them on Amazon and Google Trends.
Our articles are sold with MAGPs that are rigorously adhered to so that there is a competitive parity. Twothirds of all vendors stated that they advertise their product in some way. 74% of them stated that they use Amazon Sponsored Produkte. Millions of dollars salespeople are heavy user of all types of advertising, but use much less often online advertising - only 1% mention it in comparison to 9% of all salespeople.
Retailers on privately held labels are most likely to use Amazon Sponsored with 87% and 12% using SMB. A lot of vendors have added free text commentaries. Just a few of the e-mail marketers referred to reflect that there are few opportunities for Amazon vendors to establish a close connection with their customers. I' m already paying Amazon to resell my wares.
We' ve asked vendors for applications that they will use now or in the next 12 month in the following categories: Overall, we found that 68% of all vendors use one or more product lines and 89% are the vendors of $1M+ product lines. It' s perhaps a surprise that 11% of the million dollars vendors run their businesses without using any of the types of applications we asked for.
In spite of the overall high level of use of the softwares, the use for each single categorie is quite low. $1M+'s most widely used kind of vendor application is price adjustment at 59%, and the most widely used for all vendors is stock control at 32%. With 39%, own-brand vendors are most likely to use customer loyalty programs.
The overall probability of privately labelled vendors using third-party vendors is lowest, with only 58% using one or more categories of tool. 40 percent of vendors are planning to begin using a new type of vendor within the next year, but only one third of own-brand vendors. Overall, asset tracking is the most preferred type of vendor application, with 21% of vendors planning to implement it within the next 12 month.
It' also the most beloved class of softwares that privately labeled vendors want to deploy with 19%. However, for millions of vendors, 19% of those who buy the products researched prefer the suite. Respondents were asked what kind of softwares they used in each of the categories. In order to make sure that their use of the softwares was correctly recorded, we asked for a free text response rather than a pick list.
Some points about the breakdown of classifications of software below: E-commerce softwares can have a wide range of functions and intersect several classifications so that some of them appear in more than one classification. Since the overall use of our proprietary brand is low, we have not listed it as a separate item in the chart.
There are two types of exclusion: Reicing and Report. The decision to exclude these category from this thorough review was made because this poll was conducted with Feedvisor, whose specialized application is in these areas. Over half of million dollars vendors use stock control with 56%, up from 32% of all vendors and 16% of own-brand vendors.
Of the 32% of vendors who use inventorization tool, Amazon-focused InventoryLab is the most beloved with 23%. But only 6% of the million dollars vendors use InventoryLab. For them, the most favourite option is to set up their own home based stocktaking system, again at 23%. Vendors of more than $1 million find the markets for SaaS products even more fragmentary as Seller Cloud, Monsoon OMS and ResttockPro are represented alongside the above listed products.
Forty-seven percent of million dollars vendors use order processing tools, versus only 20 percent of all vendors and 10 percent of own-brand vendors. The FBA is very much liked by consumers selling labels, which simplifies the ordering procedure considerably. 15 percent of all vendors and 19 percent of million dollars vendors favor internal order processing solutions - making them the most preferred of all.
Linnworks is the most beloved provider of order processing tools, with 8% of all vendors and 8% of $1M+ vendors saying they would use it. Fifty-five percent of million dollars vendors use mail order solutions, versus only 26 percent of all vendors and 16 percent of own-brand vendors. ShipStation is used by 13% of all vendors who use shipment solutions, followed by 12% who use Stamps.com directly.
Much fewer millionaire vendors use Stamps.com directly, with only 4%. A further 14% stated that they use their own tailor-made dispatch programmes. 35 percent of million dollars vendors use listings vs. 21 percent of all vendors and only 7 percent of brand vendors. Because own-brand vendors develop their own product, they often have relatively few SCCs and little need for automated listings.
InventoryLab reflects the results for stock control tool and was cited by 25% of all vendors as the vendor tracking tool they used, but only by 2% of million dollars vendors. Slightly more than a fourth of million-dollar vendors said they used internal listings and 18% said they used ChannelAdvisor. More than 19% of million dollars salespeople use research products, up from 27% of all salespeople.
Research is the only area in which vendors of over $1 million are less likely to use less likely than others types of code. Just 13% of own-brand vendors use research products. InventoryLab and Profit Bandit are the most common research tool with 20% each, Amazon's own 14% and Jungle Scout with 12%.
There are no million dollars vendors using Amazon's own application, and relatively few mentioning the other features favored by smaller vendors. But 34% of the $1M+ vendors said they had their own custom research products, and 11% said ScanPower was their favorite supplier, ahead of all others. Thirty-eight percent of million-dollar vendors use customer loyalty programs, versus 27 percent of all vendors.
However, the only kind of piece of software with 39% of own-brand vendors being the strongest user is using tracking systems. Feed-back is the least fragmentary class, with only two utilities receiving more than 2% of responses: Genius Score and FeedbackFive. Forty-four percent of all vendors who use a feedback utility use the Feedback Genius and are the dominating vendor in one of the following types of application.
However, for million dollars vendors, the reverse is true with 34% FeedbackFive and 27% Feedback Genius. And I think this poll has provided some uncommon insight into how Amazon vendors really work. Care should be taken when you apply these results to the Amazon space as a whole or make commercial choices on the basis of what you have seen here.