Episode 9: Amazon: Fight or Join?
Most Ecommerce brands are starting to feel like they can’t beat Amazon and thus, they must join them. Ryan unpacks the benefits of joining Amazon and the things you need to watch out for if you do. TRANSCRIPT: Jon: So, Ryan, we've all heard the old adage, "If you can't beat them, join them." Right? Ryan Garrow: Mm-hmm (affirmative). Jon: So from what I hear on a daily basis in the conversion optimization world is that most eCommerce brands are starting to feel like they just can't beat Amazon, and thus, they must join them. If nothing else, they're looking to have a presence on Amazon so they can at least be found. It's becoming a huge search engine. I'm sure we'll talk about that. But I see a lot of good things that brands get from participating in the Amazon game, but there seemed to also be a lot of downfalls in doing so as well. So today, I'd like to pose the question, Amazon, fight or join? So Ryan, I think start just by breaking this down a little bit. What are the benefits to joining Amazon? Ryan Garrow: There are a lot. I mean, the easiest answer for that is volume, volume, volume. I mean, Amazon. There's no statistic that shows Amazon is not dominating the online ecosystem as far as volume of sales. They're over 50% every holiday season. They somehow made July into a shopping holiday because every retailer on the planet has low sales in July until Amazon comes along and says, "Well, I'll just put Prime Day out there." There are sales on Amazon. They have figured out how to remove friction from the purchase process better than any other retailer has so far in at least initially looking at it. The benefits of joining Amazon? There's a lot of volume. You can sell stuff. Jon: Okay. So what are the benefits to fighting Amazon? Ryan Garrow: Well, you enjoy pain. You like losing. The benefits of fighting it is you get to control a lot more of your brand. Amazon has been trying to do some things to improve that, but you get more control. You get customer data. It could increase your chances of having repeat purchases if they buy from your website. You get to personally handle that conversion optimization after the purchase, and you get to keep some additional margin. Amazon does charge for the platform when you sell. So there are some benefits to not selling on Amazon. Jon: If you were to choose to join Amazon, what would be your recommendations? Where should we start? Ryan Garrow: Whether you join or fight Amazon probably needs to start with what type of business are you. If you are a retailer selling other company's products through your website or even with a retail storefront as well, Amazon may not be the best place for you. Amazon, largely speaking, is the biggest retail. I mean, Walmart and Amazon are both massive retailers. Other people sell their own stuff on Amazon. Amazon also is a brand. They do have their own products that they sell as well. But as a retailer, it's probably less beneficial. Your margins are already smaller, and you're going to give another retailer some of that benefit. You race to the bottom when you're competing with the same exact product that other retailers are also selling on Amazon. If you're a manufacturer, I think there's a little more upside. You get to control your brand exposure on Amazon. As a manufacturer brand owner myself, I limit my retailers. I don't let them sell on Amazon. I want to own that and keep my cost as low as possible from an ad perspective. But the big key here too is you need to be able to protect your product. Hopefully, that's with some patents. Hopefully, it's a difficult thing for Amazon to maybe find your factory in China to have them make them cheaper for Amazon because they probably will. If you make or sell clothing, you better have a powerful brand. I mean, even Nike doesn't sell on Amazon right now. They went down that path and decided not to. I don't know the intricacies of their agreement and why Nike backed out, but Amazon is the biggest clothing manufacturer in the world. Most of the brands on Amazon for clothes are actually owned by Amazon, even if they don't say the Amazon name. It's just clothing would be difficult, but generally, most manufacturers should be considering it, at least in their process. Retailers, there's probably some different things you need to be looking at. Jon: Well, we've probably all heard the story about Allbirds, the shoe company, right? That Amazon went out and basically created a knockoff because Allbirds was selling so well on Amazon. As a consumer coming to the site, you really can't tell the difference. I've heard from numerous brands that the biggest downfall has been that they have a product that is easily reproduced or that Amazon... Maybe we should get into this a little bit, but I've even heard from people where they've done direct factory to Amazon shipping. So it's not Amazon Fulfillment Warehouse. Amazon then knows who's making the product, and then they contact those people and ...