"We use the Amazon brand for the European market, which has a high degree of recognition and trust. We earn more than 2 million in one year of launch! Consumers recognize Amazon, so they will buy our products with confidence."

This dark horse seller, who has changed from a small white to a barley in one year, is talking about Amazon's one-stop high-end project – the authorized brand model of Amazon's own brand project.

Amazon's own brand project is a comprehensive support project provided by Amazon for sellers, especially brands and manufacturers, covering multiple dimensions such as product selection, operation, traffic, etc. Innovative models and strong resources help select sellers to jump on the cross-border smooth road!

Among them, the authorized brand model helps sellers expand their business development and achieve business growth by authorizing Amazon's official brand to sellers and providing all-round operational support !

Suitable for sellers

Possess profound experience in foreign trade supply chain; give full play to manufacturing qualities, use Amazon brand effect , expand business development and achieve business growth.

What is the authorized brand model?

Brands on Amazon generally fall into three categories:

1. The Amazon brand, which is a trademark owned by Amazon

2. Amazon Limited Brands Brands exclusively sold by Amazon, that is, the seller owns the trademark and Amazon has the right to purchase

3. Other Amazon 3P Other Amazon 3P, that is, the third-party seller, that is, the seller owns the trademark

The Amazon's own brand authorized brand model is the first case, which means that the seller joins the project and chooses this business model, and can use the Amazon brand to sell products! It is conceivable that the traffic and conversions that can be obtained cannot be underestimated.

Authorized Brand Model – Highlights at a Glance

Amazon owns and provides brands. At present, the four major brands Umi, Eono, Hikaro and Find, which are open to the authorized brand model, have launched more than 3,000 products in a wide range of categories, including consumer electronics, sports, home, furniture, office, gardening, apparel, luggage, Watches, Jewelry, Beauty and Cosmetics, Personal Care, Pet Supplies and Food, Maternal and Baby Supplies (not Apparel), etc.

Amazon carries out global brand value promotion activities, including off-site social media, public relations media activities, traffic support, etc.

Multiple sellers, same brand, multiple product choices

The exclusive project team fully escorts the whole process

The seller has the right of independent basic operation

Enjoy 7 major operating resources to help growth, including direct reporting of the station's ace resource DOTD (Treasure of the Town Store), etc.

Authorized Brand Model – Instructions for Sellers

Selection and data preparation

The seller selects the appropriate product and prepares the new account application materials. There is less competition within the project, and sellers are not supported to sell exactly the same products.

Qualification review, risk avoidance

Through seller factory and category review, Amazon provides ASIN risk assessment to avoid infringement and other risks in advance.

Full control of basic operations

Basic operations such as production, inventory management, pricing, and listing are controlled by sellers.

Efficient revenue without advertising

No additional advertising is required, and Amazon is responsible for online and offline brand promotion.

Amazon Brand Support

Obtained Amazon brand authorization with high-quality brand effect + operational resources to help sellers.

Barley valuable experience summary✦

Seller A: Share from sports sellers with an annual income of $6 million, a year-on-year increase of 35%

" The success rate of reporting DOTD is almost 100%, and it can also reduce costs and increase efficiency and optimize pricing! "

Joined the own brand project -authorized brand model, the difficulty of reporting DOTD is obviously lower than that of our own brand, and the success rate of reporting here is almost 100%! We generally use DOTD to achieve our goals without reporting other deals, which can greatly reduce our promotional costs . We can also test different discount ranges to optimize pricing strategies. In addition, the control of listing is also a bonus for successful application!

We have a DOTD reporting policy. First of all, we will consider the inventory, whether the inventory is supported; secondly, we will consider the profit space, whether the space is large enough to satisfy us to do DOTD. During the peak season, the ace ASIN will definitely do DOTD, and the others also hope to consume a little redundant inventory and bring in additional traffic. Finally, for the cold start of new products, our goal is to increase traffic and report DOTD for traffic drainage . For example, for new products with relatively high ratings, but lack of traffic, we will do DOTD. In addition , some potential products will be reported.

" More than 50% will be selected by the advertising space, and the C promotion position will be converted well! "

We will go to see where UMI's advertising space is. Generally, UMI will advertise under the first and second place in this category. In Our Brands, our advertising space is at the top. Moreover, the probability of our products being selected is almost 50%, and the traffic conversion is very powerful.

"The peak season promotion can be fully reported, and a 1000% increase can be had! "

Our peak season strategy is to be able to report as much as possible. Sports categories were all sold out during Black Friday and Cyber ​​Monday last year. Our best products had a 1000% increase , so they were suddenly out of stock. It is suggested that this year's big promotion, everyone should plan well for stocking and inventory, and the sales here are really good.

Seller B: Share from home furnishing category sellers whose PB sales will increase by about 300% year-on-year in 2021

" Vine reviews are not just reviews, we adjust products based on feedback and get BSR in one month! "

For example, we have a European product that is doing well, with a total of 79 green-labeled Vine reviews, with a score of about 4.7. The German station was on the bestseller list within a month, and even coupons were not added. Our strategy is:

We mainly do Vine reviews when launching new products. Generally, if the green label is above 4.2, we can evaluate the product. Because the reviewers of Vine reviews are screened by Amazon, they are more stringent on the products themselves.

Vine reviews also help us iterate on our products. We can start from the bad reviews to analyze the reasons and improve the product. For example, we have a placemat, and the rating is not high (4.2) due to the smell of PVC and plastic packaging. We improved the material for this, and the rating went up (4.5), and now it is also BSR.

"The factory inspection must be compliant, and we must pay attention to every item of the information list given by Amazon "

For the factory inspection, we should not take it lightly. We suggest that factory inspection training is required. The information provided by Amazon must be fully taken into account, and the audit requirements must be carefully reviewed, one by one. For example, we will invite consultants to simulate the factory inspection, and we will pass the official factory inspection. Like our first time, because a few pairs of scissors were put on the production line, it did not pass, and a lesson was learned: there can be no excess products on the production line, especially dangerous goods. In addition, the finished product warehouse and semi-finished product warehouse should be separated, and the water pressure standard of fire hydrant should also meet the standard. When it comes to compliance, there are no small things.

"The authorized brand model team is powerful, and it is easy to operate according to the template"

We found that after the authorized brand model was launched, Amazon had a team that would give us templates, including certification requirements, packaging specifications, European generation information, etc. It is equivalent to giving support. Amazon has given a team that knows the European market very well to help us check . It will not wait until the review time to supplement the information, and the products will be removed from the shelves and affect sales.

Seller C: Sharing by sellers in the fitness equipment category with annual sales exceeding 40 million euros

" Don't put your eggs in the same basket "

We cannot limit ourselves to one sales model. Like what we are saying now, it is mainly self-delivery, but this model is relatively simple, and there are risks. Once any problem occurs, the risk is relatively large, so if you want to share this risk, you need more scope and more. The way to try, don't put eggs in the same basket, Amazon's authorized brand model has brought us good traffic , and there will be a better development space in the future.

"The strategy is to make explosive products and take the company's best products "

The trend of the e-commerce industry is relatively clear, but for a professional seller, the first step is to set up all structures , including systems, hardware facilities, such as warehouses, which are all safe havens. Once there is a problem in the freight warehousing or supply chain, it is necessary to ensure that the lifeline of the company will not be affected. This is a basic condition. The second thing is to do the superstructure . To improve the basic quality of personnel, I can now achieve 40-45 million a year, but I only have 7 operating personnel, which means making full use of resources to improve human efficiency. Our German warehouse was very inefficient at the beginning. One person sent 20-30 pieces of goods every day, because we did not pay attention to the management method. In our current case, we have reduced from 40 people to 20 people, and each person has 120-150 pieces per day. The third is to keep the risk aversion in mind while expanding the scale. Nowadays, many enterprises have made their own enterprises very large, but the scale of this enterprise is often the fatal point. Don't be in a hurry.

I think e-commerce should start with products, build a good structure, then operate, enter the market, and then add sales channels. After all, the speed of product replacement will be faster and faster. We have invested in one or two factories in China since last year to supply us exclusively. This will prevent us from not getting the goods during the peak season, and ensure that our front-end is active. At the same time, every year Invest more money to develop new products.

Strong resources + all-round exclusive support✦

❗List of 7 major operating resources, long press the picture to save❗

Amazon Private Label Program Authorized Brand Model —Powerful Resources

Exclusive promotion position: core position, great exposure, abundant traffic, buyer's favorite

Our Brands

Sellers can enjoy high-quality exclusive traffic promotion positions and get a lot of exposure in "Our Brands":

Wider customer base: The promotion site has high-quality entrances on mobile phones and web pages, covering a wide range of

Higher Acceptance: "Our Brands" is not presented as "Sponsored products" or "Sponsored brands", greatly increasing content acceptance

"Our Brands" refers to "Amazon's own brands and exclusive selected brands". There are two entrances, click to view a larger image:

Top Rated From Our Brands: Conspicuous in the upper middle of the first page of the search results page, before the "Sponsored" ad; the content is presented as a column with brand, product images and information.

Featured From Our Brands: Positioned throughout the first page of the search results page, in prime positions at the top, middle, and bottom, before the "Sponsored" ad; the content is presented as a single product, showing the brand name, product image, and information.

Similar Items to Consider

"Similar items to consider" is the precise delivery of related traffic. The seller's products will appear in the form of advertisements on the display page of similar popular products , efficiently import the traffic of the popular products, and assist the click volume and conversion rate of their own product links.

Based on Listing similarity, Amazon AI will randomly fetch and deliver. Precise affiliate marketing helps private label project sellers win horizontal regional traffic . The promotion position occupies the C position of the details page (better than the Sponsored promotion position), which displays product and brand information, so that the seller's popular products attract more buyers' attention .

Promotional support: ace resources, site exclusive, good conversion

DOTD, the pass rate is almost 100%

Sellers can manually report Amazon's ace resource – DOTD (Treasure of Town Store) directly through the project manager , and the high success rate has been recognized by the seller's real name!

Shanxi Xinhe Seller: "The DOTD submission of the authorized brand model is less difficult, and the success rate of submission is almost 100%."

In Today's deal at the top of Amazon's homepage , you can find the new product exposure entrance that joins the authorized brand model.

Each site also has exclusive privileges

Take Japan as an example: the homepage of the Amazon Japan mobile app has a display space for the authorized brand model, as well as a unique Japanese label – [Amazon Limited ブランド]

Off-site traffic: Internet celebrity model creation, strong drainage

Amazon's own brand project -authorized brand model will carry out official off-site delivery, through social media promotion, media magazine delivery and other marketing methods, to help the products within the authorized brand to gain traffic blessing .

Amazon's own brand project authorized brand model – exclusive support

Traffic analysis tools: clear traffic, precise insights

Monthly Traffic Report

Sellers can use the Amazon Monthly Traffic Report to understand how Amazon traffic is benefiting their brand. In general, sellers can understand their own promotion effects from the report data, so as to effectively improve their delivery strategies and make traffic optimization traceable . You can get clear access to important traffic metrics such as clicks by sending an email to licensedbrands<lincesedbrands@>.

Brand Analysis Tool

The brand analysis tool launched by Amazon includes Amazon keyword search report, product comparison and alternative purchase behavior, market basket analysis, repeat purchase behavior and people statistics. With the support of big data, through scientific and systematic report analysis, we can identify the key words for purchase, grasp the situation of competing products, understand consumer preferences, grasp the needs of buyers, improve the accuracy of sellers' decision-making, and win large orders.

Vine review tool: high-quality reviews, efficient word-of-mouth, deep insight, help quality control

With the Vine review tool, sellers can get informative reviews from quality customers. Through customer feedback, sellers can understand and gain insight into customer needs, thereby continuously improving customer experience and product quality. After the seller joins the authorized brand model of Amazon's own brand project, each product can apply for Vine evaluation on the corresponding site, and there is no additional tool usage fee except for the project commission.

A+ page: more vivid content, more prominent products, higher conversion rate

Sellers can help consumers fully understand products and accelerate their purchasing decisions by creating rich product display pages.

Personalized and vivid content: Different modules in the A+ page are adapted to different application scenarios. Sellers can create a personalized module combination for them based on the selling point of the product, thereby highlighting the brand value.

Higher page views and order rates: A+ pages can better highlight product details and functions, making it easier for sellers to create differentiated listings and help quickly place orders. Among them, "hidden" image keywords can also increase the probability of products being searched.

Support for A/B testing: A/B testing can help predict the likely annual sales of a more advantageous A+ product description.

At the same time, in order to ensure that the seller's Listing can bring customers a high-quality shopping experience and help the project seller to the greatest extent, the authorized brand project team will send an ASIN product Detail Page instruction email to the project seller through the mailbox of licensedbrands, and try its best to help. All sellers have achieved Listing optimization.

Brand protection services: anti-infringement, anti-counterfeiting

As Amazon's own brand, all selected products that join the project will receive an exclusive shopping cart , preventing ASIN implantation of competing products , and enjoying the advantages of preventing brand infringement, counterfeiting and malicious hijacking.

Small language translation: one-click online global shelf

Sellers can use the free small language translation service (covering five European countries and Japan) to help translate and polish Listings, use localized languages ​​to better demonstrate the advantages of products , and achieve orders.

Exclusive project manager: full guidance and all-round support

After joining the program, Amazon will equip the seller with a professional 1-to-1 project manager , and there is no need to apply for such services. With project launch guidance and a series of product support, sellers can easily get started, quickly start and track sales performance.

Large traffic, high conversion, high sales, and the guidance of predecessors, use the Amazon brand to do global business, and act quickly!