Today at Amazon Accelerate: Amazon Launches New Innovations for Brands as It Announces Over 100,000 Brands Have Joined Its U.S. Store in 2021
October 20 2021 - 12:00PM
Business Wire
Brands selling in Amazon’s U.S. store have
grown their sales by almost 60% year over year for the 12-month
period ending June 30, 2021
New tools, services, and benefits for brands
include Amazon Brand Referral Bonus, Amazon Customer Engagement
tool, A+ Story Cards, and the Customer Review Resolution tool
Today at the Accelerate 2021 conference, Amazon (NASDAQ: AMZN)
announced that more than 100,000 brands have started selling in
Amazon’s U.S. store so far this year, with sales by brands up 60%
year over year for the 12-month period ending June 30, 2021. Amazon
connects brands with hundreds of millions of customers worldwide,
offering brands a wide range of tools and services to help drive
their success. At the event, the company announced a range of new
tools, services, and benefits to help brands build and maintain
customer relationships and increase their sales and
profitability.
“We want Amazon to be the best place for brands of all types and
sizes to succeed, and we’re dedicated to helping them share their
story and products to customers around the globe,” said Ian
Simpson, Vice President of Selling Partner Tools and Services at
Amazon. “We are constantly innovating for brands and excited to
share some of our latest tools, services, and other benefits
including the Amazon Brand Referral Bonus, Amazon Customer
Engagement tool, A+ Story Cards, and Customer Review Resolution
tool.”
New tools, services, and benefits for brands selling on Amazon
include:
- The Amazon Brand Referral Bonus, which helps
brands make their marketing dollars go further. When brands direct
non-Amazon marketing traffic from their own website or other
websites to Amazon, they earn a bonus of, on average, 10% of the
purchase price of the promoted product and any of the brand’s other
products that the customer purchases over the following two weeks.
Thousands of brands are already taking advantage of this benefit,
with some earning thousands of dollars in bonuses in a single
month.
- The Amazon Customer Engagement tool, which
enables brands to easily launch email marketing campaigns to raise
awareness of new products. Since launching the beta version of the
tool in May, Amazon has already sent more than 6 million emails to
customers on behalf of brands.
- A+ Story Cards on the product page enable brands to
showcase their brand story through rich visual imagery and more
seamlessly connect shoppers with their other products. In the last
month, brands have enabled A+ Story Cards on more than 1 million
products.
- The Customer Review Resolution tool, which enables
brands to provide enhanced customer service when they identify a
frustrated customer who leaves a negative product review. The tool
enables brands to proactively offer additional support and a
courtesy refund if a customer is unhappy with the product and
leaves a negative review; this helps them build a stronger
connection to their customers. Since the tool’s launch in June,
brands have already offered enhanced support on more than 200,000
orders per month.
“Amazon is a foundation for our business and is a great home for
our brands, helping us continually find customers and build their
affinity for our product lines,” said Steve Neufer, CEO of Juvo
Plus, a seller with 15 brands and thousands of products on Amazon.
“Features and tools like Amazon Stores, A+ Content, and Brand
Analytics give our brands horsepower for growth across a range of
product categories.”
In addition to these new features, Amazon offers a range of free
tools, services, and benefits for brands to help them launch their
brand, build customer relationships, and grow and succeed,
including:
- Amazon Stores empowers brands to create a customizable
multipage storefront that tells their brand story and lets Amazon
customers both learn about their company and discover their full
range of products. Brands selling on Amazon.com have launched more
than 140,000 stores.
- Brand Follow lets customers indicate their interest in a
specific brand and receive updates about new products and
promotions. Customers who “Follow” a brand in Amazon’s store on
average spend more than double on products from the brand than
other shoppers not following the brand.
- Manage Your Experiments lets brands run A/B tests on
their product listings to help them better understand which product
information appeals to Amazon customers—ultimately driving more
sales. To date in 2021, brands have used Manage Your Experiments to
create tens of thousands of experiments to improve the quality of
their listings, which have increased their sales by up to 25%.
- Virtual Bundles gives brands the opportunity to offer
two to five complementary products as a bundle without needing to
pack the items together before sending them to Amazon’s fulfillment
centers. By offering a virtual bundle, brands can increase their
basket size, resulting in an over 15% sales lift for bundled
products on average.
- Posts helps brands drive discovery on Amazon using
images and lifestyle content that are displayed across Amazon and
link to relevant Amazon product pages. Posts are free and available
for brands selling in Amazon’s U.S. store. In the last year, Amazon
delivered more than 11 billion viewable impressions through
Posts.
- A+ Content helps brands better showcase their story and
product features with immersive rich content such as videos,
images, and dynamic text on their Amazon product detail pages. A+
Content helps increase conversion rates, and in 2021 alone, brands
have added A+ Content to over 1 million product pages
globally.
These features are available to all brands enrolled in Brand
Registry and selling in Amazon’s U.S. store, except for the Amazon
Customer Engagement tool, which we will continue to test in a beta
version throughout early 2022.
Last year, Amazon invested more than $18 billion in logistics,
tools, services, programs, and teams to help sellers get started,
build their brands, and leverage Amazon’s scale to reach more
customers. Amazon sellers have created an estimated 1.8 million
U.S. jobs managing, operating, and supporting their Amazon-related
businesses.
Learn more about Accelerate at
https://www.amazonaccelerate.com/.
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