Deltran Global is a family-owned business that has been around since 1965 and started selling on Amazon about 20 years ago. Their most popular brand, Battery Tender, has become a household name.
“We are the Kleenex of battery chargers,” said Erik Palmer, Global eCommerce Manager at Deltran Global.
Erik handles the hard work of generating traffic to the brand’s eCommerce listings. The company sells through other eCommerce sites like Walmart and its own website, but Amazon has become its dominant channel.
That dominance is largely due to their growth during and after the COVID-19 pandemic. “Our CEO is excited about our growth,” shared Erik.
But even such a recognized brand is at risk of being damaged by counterfeits and unauthorized resellers. And, despite how profitable it is, the Amazon channel is at risk from an influx of competition, whether from other sellers or Amazon itself.
That’s where SellerPulse by eComEngine comes in. “It allows us to monitor things that a human wouldn’t be able to monitor, now that we’re such a large brand,” said Erik.
Erik particularly appreciates being notified about new resellers on his listings, using the Number of Offers Changed alert.
He shared that the brand has enrolled in the Amazon Transparency program, which requires a unique, manufacturer-provided serial number on each unit of the product. This program does a good job of preventing counterfeit products from being sold on Amazon.
“Amazon can sometimes allow unqualified sellers to create listings of counterfeits and Transparency has helped us ensure customers only get authentic Battery Tender products,” said Erik.
But even offers for genuine products can cause problems for Deltran Global.
“What’s become so valuable about SellerPulse is that now we can see when unauthorized sellers pop up on our listings,” said Erik.
Deltran Global is a US-based company, but they also sell on Amazon Canada. SellerPulse has helped in a special way there. “The unique issue in Canada is that people sell US versions of things, whereas we have a Canadian version that has French on the box, and that’s sort of a law there,” said Erik.
Erik was one of the first users of SellerPulse when it rolled out in beta. An eComEngine account manager helping Erik with his FeedbackFive subscription mentioned that a new tool was available and showed it to him. The value of this new tool was immediately evident. “I said, ‘Absolutely, I absolutely want that,’” said Erik.
“Amazon acquires inventory from other sources and often wins the Buy Box. We know when this happens because the Buy Box alerts tell us who the seller is,” said Erik. Luckily, the Buy Box Lost alert in SellerPulse includes details about the winning offer and makes it obvious when the winning competitor is Amazon itself.
Erik also calls the Buy Box Suppressed alert “tremendously useful.” Amazon’s competitive pricing policies can cause a Buy Box to be suppressed if the same product is priced lower on other websites.
“That’s tremendously important,” said Erik, “because that lets me know that someone else is violating MAP (Minimum Advertised Price),” said Erik.
Erik has a warning for people who are interested in starting an Amazon business: don’t go alone.
“Amazon can be a scary place, where money can go to die if you don’t have the ability to see what’s going on when you’re not around,” said Erik. But SellerPulse has given him a “watchdog ability” to keep tabs on everything: “It’s tremendously valuable.”
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