If a seller isn’t helping a brand, they are hurting it. So, we put third party sellers on Amazon into two categories: the Value Added Sellers and the Predatory Sellers.
Value Added Sellers will see the accounts they carry with brands as a partnership.
They will help to educate the brands they work with so that they are great on Amazon.
They will abide by MAP policies and even help brands with enforcing them.
They will help to increase conversions by optimizing listings that reflect the value of the brand.
They will help to provide a quality, attentive customer experience.
By developing relationships with one or two professional sellers like this, any brand should be set up for success on Amazon.
All other sellers we refer to as Predatory Sellers because they prey on the on the consumers and the brands they sell. Predatory Sellers range from those who just have low values and standards and do nothing to help a brand to those who use dirty tactics to increase sales and whose customer support erodes a brand’s image. These sellers do not take into consideration the consumer, or the reputation of the brands they are selling.
Since Amazon mostly leaves it up to the brands to manage who is selling their products, we advise companies to partner with a Value Added Seller to help them maximize their opportunities on the Amazon Marketplace.
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