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From a consumer perspective, Amazon's success is easy to understand. Amazon is the largest and most successful retailer in the Western world because it has created the best customer experience. Customers expect 3 key things when buying products online: Wide choice: Consumers always want to find the product they are looking for and of course this product must be available.
Low Price: Consumers want to pay as little as possible for a product Fast Delivery: Consumers want to receive their order as quickly as possible What sets Amazon apart is its strategy for long-term success, even with short-term profit losses. For perspective: It took Amazon 14 years (!) To achieve what they achieved in Q3 2019. Because they wanted to be the biggest, they had to be the best, and to be the best, they had to become the best bigger. Here's how they did it: This logic or mechanism that supports growth is called "Amazon Flyer". Let's start from the customer experience: If customers have a great (and consistent) shopping experience on the platform, they will
definitely come back and even recommend it to their friends. Build traffic. Sellers are sure to follow the traffic - they need to introduce their products to consumers. More suppliers mean more product choices. A greater choice of products means a better customer experience ("they have it all!"). You now benefit from economies of scale thanks to these four elements that drive the growth of the platform. This means a lower cost structure that results in lower prices, which will ultimately fuel the growth cycle by providing customers with the best customer experience. You may have noticed
a trend: Amazon's success is all about serving the customer and the customer only. 1. Success on Amazon: Selection Factor So, if you want the largest store in the world, you have to have the best selection in the world. But that's easier said than done. In any business or product line, a small number of products make the highest margin and most of the money, while many others make little or no money. This is known as: 1.1. The Fathead vs. Long Tail Problem It can be tempting to limit your product selection to high-demand and expensive items, as these generate the most profit. The problem is, we don't buy large items every day, and when we do, we buy from a retailer we know and trust. And the only way to build
trust is to deliver a consistent and positive set of shopping experiences. Amazon wants to earn your loyalty so you can shop everything there. Typically, a large selection would mean being a "supermarket" (ie horizontal e-commerce), which carries the burden of investing in a very large inventory. In this case, unsustainable. If Amazon tackled this problem in a traditional way, it would mean buying and stocking nearly 120 million products by April of this year. For comparison, a typical Walmart supermarket has 120,000 items and up to 3 million online. The traditional hypermarket model clearly does not satisfy Amazon's view of superior choice ("long tail" products). Another traditional Amazon strategy may have been to abandon the "superstore" model and create a market like Ebay instead. This would mean not taking responsibility for inventory, but at the cost of not having control over product selection. But a market environment cannot attract big brands accustomed to wholesale B2B products ("Fat Head" products). Therefore, neither was able to adequately satisfy Amazon's desire to provide a superior customer experience, including a highly sought-after selection of products and an unprecedented assortment.
The solution: a platform like no other Amazon's success comes from being two very different but perfectly integrated stores at the same time: a store like Walmart (with sellers delivering products to Amazon) and a marketplace like Ebay (with sellers selling products to Amazon) directly to the consumer. ). The downside of this unique consumer value is a challenge for your vendors and suppliers. How can you display your product in the largest store in the world when space is so limited? If your product doesn't make it to the first page of search results, it may never be seen, much less bought. One answer to this question is Amazon PPC Ads: Sponsored Products, Sponsored Brands, and Product Display Ads. These ads allow sellers to bid on ad space in search results. This is especially useful when a brand's organic ranking is beyond the top results or outside the first page. At the same time, Amazon created another source of income through advertising. After seeing Amazon's tremendous success with this hybrid platform, others have tried to follow suit. But each Amazon success factor is more than the sum of its parts, which leads us to this: 2. Success on Amazon: Price Factor Since price is such an important part of the consumer experience, your goal is to have the lowest price on the web. And they succeed. Buy Box encourages competition within the platform to keep it low. 2.1. What is the BuyBox? While Amazon hosts a variety of sellers, Amazon has managed to have a clean interface: Each individual product has only one product page even though it represents multiple listings. When a user clicks "Buy", he decides to buy from the seller who won the Buy Box (red). As you can imagine, winning the Buy Box gives you a significant business advantage by earning 85% of the sales (!) On that item. You can find the remaining sellers in contention for the remaining 15% by clicking on the link under the buy box (blue). How do sellers win the Buy Box? The details are proprietary, but we know the bottom line is based on three factors, roughly in this order: price classification speed of delivery Since a relatively low price is one of the most important aspects of winning the Buy Box, your products will not sell without competitive prices. Aside from a low price tag, few things delight online consumers more than getting what they want quickly. 3. Success on Amazon: Delivery Factor Creating an unprecedented consistent and reliable shopping experience means ensuring that your product is delivered as quickly as possible. This is a sore point for many companies. A business may have little (or no) infrastructure to make this possible, whether it is used to only selling in large B2B mailings or is a very small home-based business. Despite these different circumstances, most users do not distinguish between "sold by Amazon" and "marketplace" items. This means that if Amazon wants a consistent result, this shipping policy must also apply to the seller's products. This is known as Fulfillment by Amazon or Fulfillment by Amazon. Support for warehousing, picking, packing and shipping allows Amazon to control the quality of the consumer's delivery experience, while providing an elegant solution for its sellers who might otherwise struggle to deliver on demand with Amazon's strict standards. This way Amazon can be sure that everything is correct as often as possible, i. H. quickly and accurately, it's done. Participation means your products are eligible for free and Prime shipping. What is Amazon Prime? Amazon Prime is a simple but very difficult idea to implement: a subscription model with free 2-day shipping on some products. It is currently available in the US, UK, Germany, Austria, India, Japan, Italy, Spain and France. Amazon's logic is that the faster the products arrive, the happier the customers are. It sure seems to be true. Prime is a coveted status for sellers as it increases the chances of getting the Buy Box and the most sales.
How can Amazon ship so fast?
The answer is complicated, but what you need to know is that Amazon has one of the most advanced distribution networks in the world, thanks to:
advanced logistics
Innovative technology, powered by Amazon Robotics
175 logistics centers around the world that operate 24 hours a day
The truth is, the best in the world is too low a bar for Amazon. Today, the company is investing heavily in new technologies, including artificial intelligence, to improve this already impressive system that outperforms long-established transportation and logistics companies.
Sellers should be aware that it is possible to qualify for Prime without an FBA, called Seller Fulfilled Prime. But meeting Amazon's strict standards will be a tall order for most. Despite their best efforts, this is a measure of success that competitors cannot easily replicate.
Why is Amazon so successful? conclusion
Amazon has succeeded in creating a paradise for consumers. They charge a lot less and promise a lot more than other stores and platforms: the best selection by combining a retail trade with a market trade, the best price by using the "buybox", and the fastest delivery by offering FBA to their vendors. The "flying" success strategy means that the more Amazon succeeds, the more it will succeed.
With a current 50% market share in the US and growing, this e-commerce giant isn't going anywhere anytime soon. So what does this mean for sellers and sellers on Amazon?
As Amazon becomes an increasingly important source of online sales, your brand must be positioned to grow with it. Understand Amazon's ability to scale as it is a platform, seller and brand all in one. Think of Amazon as your fiercely competitive friend, and remember that your potential for success depends on your ability to deliver value against your most important criteria for success: customer satisfaction.
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نتائج الترجمة
Wie kann Amazon so schnell versenden?
Die Antwort ist kompliziert, aber was Sie wissen müssen, ist, dass Amazon eines der fortschrittlichsten Vertriebsnetze der Welt hat, dank:
fortschrittliche Logistik
Innovative Technology, angelrieben von Amazon Robotics
175 Logistikzentren auf der ganzen Welt, die 24 Stunden am Tag in Betrieb sind
Die Wahrheit ist, dass das Beste der Welt eine zu niedrige Messlatte für Amazon ist. Heute investert das Unternehmen stark in neue Technologien, einschließlich künstlicher Intelligenz, um dieses bereits beeindruckende System zu verbessern, das alteingesessene Transport- und Logistikunternehmen übertrifft.
Verkäufer sollten sich darüber im Klaren sein, dass es möglich ist, sich für Prime ohne Versand durch Amazon zu qualifizieren, genannt Prime durch Verkäufer. Aber die strengen Standards von Amazon zu erfüllen, wird für die meisten eine große Herausforderung sein. Trotz aller Bemühungen ist dies ein Erfolgsmaß, das Wettbewerber nicht leicht replizieren können.
Warum ist Amazon so erfolgreich? Fazit
Amazon ist es gelungen, ein Paradies für Verbraucher zu schaffen. Sie verlangen viel weniger und versprechen viel mehr als andere Geschäfte und Plattformen: beste Auswahl durch die Kombination von Einzelhandel und Marktplatz, bester Preis durch die Verwendung von Buybox und schnellste Lieferung, indem sie ihren Verkäufern FBA anbieten. Die „fliegende“ Erfolgsstrategie bedeutet, dass je mehr Amazon erfolgreich ist, desto mehr wird es erfolgreich sein.
Mit einem derzeitigen Marktanteil von 50 % in den USA, Tendenz steigend, wird dieser E-Commerce-Riese in absehbarer Zeit nirgendwo hingehen. Was bedeutet das also für Verkäufer und Verkäufer auf Amazon?
Da Amazon zu einer immer wichtigeren Quelle für Online-Verkäufe wird, muss Ihre Marke so positioniert sein, dass sie mitwächst. Verstehen Sie die Skalierbarkeit von Amazon, da es Plattform, Verkäufer und Marke in einem ist. Stellen Sie sich Amazon als Ihren hart umkämpften Freund vor und denken Sie daran, dass Ihr Erfolgspotenzial von Ihrer Fähigkeit abhängt, Wert zu liefern, gemessen an Ihrem wichtigsten Erfolgskriterium: Kundenzufriedenheit.
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