Asha Bhalsod has 10 years’ eCommerce account management experience and now runs Etopia Consultancy, to help brands grow their Amazon business.
Asha firmly believes that those who understand how to best service their Amazon account have an ‘Amazon Mindset’. “They understand that taking an Amazon-first approach when creating an eCommerce strategy will result in saving time and money – and more importantly, an increase in sales,” she writes.
Asha goes on to explain that those that have an Amazon Mindset recognise the importance of having a multi-skilled internal or external team to manage Amazon. They also understand that investing in the correct software will be worth its weight in gold.
Asha advises: “Don’t underestimate the power of this huge sales account, serving as an enormous marketing platform where over 60% of product searches commence ahead of Google.”
”There are so many cross-functional skills required to manage Amazon and the idea that one individual is skilled at managing everything is a myth,” she explains. “They will need support through analytics, marketing, content creation, sales and operations/logistics. Once you have evaluated the skills and competencies needed in your Amazon team, it will become apparent that 2-3 people can cover these functions. If your business is new to Amazon, can you justify this cost without knowing what potential sales the business could deliver?”
In today’s climate, such skills are in high demand. With the channel growing rapidly, the market is under-skilled, and salaries have increased accordingly, rising by an incredible 30%-50% from pre-Covid to today.
The team will need to ascertain the correct tactic for the business, while an agency with multiple clients can share the knowledge of quick wins. An agency can help upskill an existing inhouse team to understand best practices, as well as assess the correct strategy for growth.
“It’s not always a question of either-or; an Amazon agency shouldn’t necessarily be used to replace your existing eCommerce team,” writes Asha. “Rather, an agency can complement and support your team with specific knowledge and expertise. Etopia has offered consultancy support to existing Amazon teams and also provided end-to-end account management for those that don’t have the internal resources.”
To read the full article, which appeared in the February edition of Toy World, click here.