Asha reflects on how leveraging an agency for Amazon advertising needs is a strategic imperative for staying ahead in the game.

As we step into 2024, the dynamics of advertising on Amazon have reached a complexity and competitiveness that now, more than ever, needs the expertise of specialists, writes Asha Bhalsod of Etopia Consultancy. For brands looking to navigate this terrain successfully, partnering with specialised agencies has transitioned from a strategic advantage to an essential part of their advertising efforts.

“Understanding your brand’s market share on Amazon is the cornerstone of any successful advertising strategy,” she explains. “This isn’t just about numbers; it’s about comprehending your position within a diverse and dynamic marketplace. Each Amazon region brings its own challenges and opportunities, needing a bespoke approach to ensure your brand not only competes in its category but also sees incremental growth. Whether it’s identifying if your brand can compete against top players in a specific region, or if a fragmented category presents an opportunity for aggressive advertising and promotional efforts to gain share and boost sales”.

Etopia’s work across the UK and EU has underscored a fascinating insight: market share off Amazon does not directly translate to success on the platform, something which often surprises brands. The discrepancy between brand awareness in physical retailers or other marketplaces and on Amazon underscores the need for specialist knowledge and experience working with Amazon across the EU landscape. The discrepancy between online and offline demands strategies tailored to the unique nature of Amazon’s ecosystem. Brands need to be agile, ready to pivot their approach based on regional insights, whether that means boosting brand awareness or focusing on conversion tactics. So why choose an Amazon specific agency over any other media agency?

To read Asha’s full article, which appears in the May issue of Toy World, click here.

Asha has 10 years eCommerce account management experience, including at Amazon and managing the Amazon/eCommerce businesses at Tomy UK and Melissa & Doug. She now runs Etopia Consultancy, to help brands create their eCommerce strategy and grow their Amazon business, and can be contacted on asha@etopiaconsultancy.co.uk for guidance with trading on Amazon.