Recently, Amazon released a new feature "Buy with Prime" that is extremely beneficial to independent website sellers, which will open the Amazon FBA logistics system to independent website sellers.
Amazon wants to befriend independent sellers?
This move means that even if the independent website seller does not have an Amazon store, as long as it is connected to the FBA logistics system, FBA logistics can be automatically arranged for delivery after the order is generated.
At the same time, Amazon also gives independent website sellers the opportunity to contact Prime members. Not only will independent website products be displayed on Amazon’s Prime member-exclusive page, but also the “Prime” exclusive logo will be displayed on the independent website product position. Once they place their order in the store, they can directly enjoy the experience they expect from Amazon, including fast, free shipping, a seamless checkout experience, and free returns on eligible orders.
Note: Amazon prime is a VIP-like paid membership system of Amazon in the United States. It is similar to JD.com's plus membership. By paying a certain membership fee, you can enjoy the value-added services of Amazon shopping.
Why is the "Buy with Prime" function extremely beneficial to independent website sellers? Because Amazon's Prime members have more than 300 million people around the world, and this group of people has a high consumption level and willingness, and their stickiness and trust in Prime is also very strong, so for independent sellers, they can directly communicate with Prime members. Consumer interaction will undoubtedly have the opportunity to drive sales growth.
Since the outbreak of Amazon's large-scale bans last year, Chinese cross-border sellers' confidence in Amazon has generally weakened. Many sellers have chosen to leave the market and become independent stations. Amazon may also take a fancy to the dividends of the independent station market, so it launched the "Buy with Prime" new feature to befriend independent sellers.
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The future of "brand going overseas" has come
Today's cross-border e-commerce track is also facing a transformation trend, from the past dominated by "products going overseas" to "brand going overseas".
Data shows that 3% of the world's world famous brands account for 50% of sales and more than 50% of profits. Therefore, many large foreign trade factories have begun to shape their own cross-border brands to enter the overseas market. If they are successful, they will continue to increase the brand premium space and earn more profits.
But on Amazon, sellers sell products, not brands, because consumers who shop on Amazon only recognize one brand, and that is Amazon. And now Amazon is becoming more and more volume, so for cross-border sellers, the next dividends going overseas are in the brand going overseas track.
When brands go overseas, sellers need to jump out of the platform’s selling logic and build brand awareness.China has the world's largest and most complete supply chain and all the infrastructure for e-commerce to go overseas. As long as you can tell the brand story well in the process of going overseas, you will have the opportunity to build an international brand and continuously accumulate brand equity.
At present, most of the cross-border sellers are still in the thinking of selling products at low prices, and new market dividends and opportunities have been focused on the brand's overseas market, so whether it is a new seller or has already transformed Sellers of ideas should start from building brand awareness at this time. On the basis of ensuring product quality, they should have a deep understanding of overseas market culture, as well as the needs and pain points of overseas consumers, so as to have the opportunity to enjoy the biggest dividends of branding.
DTC mode + Shoptop independent station is a good choice for sellers who want to go overseas. Third-party e-commerce platforms such as Amazon focus on whether the product can be popular in this category; the operation of independent stations is concerned about the brand image, as well as the values and emotions conveyed to consumers, which is not coincident with the focus of the brand going overseas. combine.
The DTC model, which removes the middlemen, can directly interact with consumers, respond quickly to consumers' needs, quickly iterate products, and win word of mouth.
Taking advantage of the "brand going overseas", cross-border sellers must seize the opportunity and be prepared to build high-quality brands in order to win the next decade on the overseas track.