You started selling your products on the Amazon marketplace because it seemed like the best way to reach a larger audience than you could through your own website and advertising efforts. Now, you have the option of using the Available at Amazon badge to let the consumers that visit your website and encounter your ads know that they can make a purchase there if they prefer.
Should you employ this option? And if you do, how does using it work, exactly?
At first glance, you may wonder why you’d want to send your hard-earned traffic over to another platform, especially one that will always take their cut of a purchase. However, this option does come with a few worthwhile benefits to consider.
If you’re already using Amazon’s FBA (Fulfillment by Amazon) services, then you know it has your products stored and ready to ship. FBA also has the capability to deliver most Amazon Prime products with free one or two-day shipping. For orders that come through your website that you fulfill yourself, offering free shipping at that speed may be cost-prohibitive.
Driving traffic to Amazon to buy your products there increases your order volume on the platform. Higher sales on the Amazon marketplace result in an improved sales rank and higher visibility in Amazon search, which then leads to more sales. This flywheel effect can help your business grow faster, on and off of Amazon.
On the Amazon marketplace, you’re competing with a lot of other sellers. With so many other products and sellers on the platform, rising to the top is a constant challenge. If you want to gain more visibility on the platform, advertising your presence on Amazon from other channels can often help you find faster success than trying to compete there directly.
Lots of people know the Amazon brand and have a long history of purchasing products from it. If they have trust in Amazon, that trust may then extend to your brand once they know you’re an Amazon seller.
Online purchasing decisions sometimes depend on the spur of a moment. If someone has to take too many steps or do too much work, they may abandon the sale. For some of your customers, the convenience of making a purchase through a platform where they already have an account and all their details saved may make them more likely to buy.
In other words, it removes friction. Also, if they have to wait longer for shipping if they buy directly from you or pay more to get their order faster, that may be a deal breaker. Knowing they have a faster shipping option over at Amazon may be the deciding factor in making a purchase.
Amazon has some strict guidelines around how you’re allowed to use the Available at Amazon badge. Here’s what you need to know.
Whether the badge makes sense for your business strategy depends on your business model and goals. If you sell on multiple marketplaces, there are international versions available.
For many Amazon sellers, it can be a useful tool in growing your sales through the platform and increasing your visibility there as a result. If you want a way to boost your Amazon sales, why not use all the tools at your disposal?
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