Marcas propias de Amazon

Marcas propias de Amazon es la nueva sección en la que analizaremos las marcas «blancas» que el gigante del ecommerce va lanzando al mercado y la estrategia que sigue respecto a las mismas. Amazon gracias a su alto conocimiento y ventaja digital que saca al resto de market places, está teniendo un éxito muy elevado a la hora de lanzar sus marcas propias.

Os dejamos vídeo completo sobreMarcas Propias de Amazón

Amazon building private label brands. Will they success?

Amazon started selling its own brand products on 2009. Despite the noise they have make with them and critics in the industry and press ten years later it only represents 1% on the company´s total sales. This 1% equals to 1 billion dollars sales per year, it´s not a small figure but it is if you realize all the efforts they have made to develop and launch new brands.

Amazon itself has gained the reputation of being both an ally and an enemy. In one hand it brings you, as a Marketplace, lots of traffic and sales, but in the other hand in parallel they have copied the most successful products, taked advantage in using the data from your customers and modified the user experience flow in order to show preferably to customers their own brand products. Furthermore they constantly change their algorithm to highlight their brand products higher and best positions, and that’s the little we know.

Another example is the “last chance moment”, the Washington Post proved that Amazon offers you a similar item to consider, obviously an Amazon brand product.

“The day we put the bike on sale, Amazon will start vacuuming up information about our customers, our margins, and the market’s potential. If it ever decides to get into the e-bike business, we’ll have hand-delivered all the data it needs to squash us,” said a brand executive.

Many big companies are now realizing about this issues but as it continuously bring big volumes of sales they really can´t give it up. Amazon revealed that Global marketplace merchants sold $160 billion worth of goods in 2018 on Amazon.com. Marketplace sellers generated 58% of sales on Amazon and its stores in 2018, and an average U.S. Amazon seller generated $90,000 in sales in 2018.

However it seems that traditional brands may be calm if they know how to deal with this situation, and if they continiuosly innovate and create new products based on experience and innovation they will probably success. Amazon’s private label are not really performing as best-sellers, like for example Belei, launched in march and that has not really impress customers, only reaching 4 stars as the most high rated product. It seems that they may put more effort as a company of sistems, with AWS, Marketplace, and FBA that are really profitable for Amazon.

In 2018 Amazon sold 117 billion $ worth of products, plus the third-party marketplace sellers sold additional 160 billion $ with a target for 2019 to surpass the 300billion $ figure.

So it seems that Amazon is not succeeding in many categories that launch, but it will continue to be successful in batteries, cables, nuts and coffee. Despite this they continuously launch new brand products and categories, combined with antitrust regulation that they are facing in USA and UE is going to bring more sorrows than glories, that´s why they should focus on the worth services that brings most of the revenue to Amazon´s results account.

If you want to read the complete article of Markeplacepulse you may click here

Marcas propias de Amazon. Podrán facturar 25.000 Millone$ en 2022

El gigante Amazon como hemos comentado en otras ocasiones no solamente quiere seguir siendo el mayor marketplace. Sino que también pretende hacer crecer sus marcas de distribución (marca blanca).

Hemos querido experimentar este hecho por nosotros mismos:

Si buscamos comida para perro en Amazon.com:

Podremos ver cómo si deslizamos la página hacia abajo haciendo poco scroll, enseguida nos aparecerá la marca blanca de Amazon:

Según un estudio SunTrust Robinson, se estima que las marcas de distribución de Amazon generen un negocio de más de 25 billones americanos, es decir 25.000 millones de dólares.

Marcas propias de Amazon: Estudio de EAE Business School

En los últimos años, Amazon viene impulsando una decidida estrategia de marcas propias, a fin de mantener y acelerar sus ritmos de crecimiento. Concretamente, y según Sun Trust Robinson Humphrey, en 2018 Amazon facturó con sus propias marcas del orden de 7.500
millones de dólares, teniendo previsto superar para 2022 los 25.000 millones de dólares, lo que supondría un incremento promedio anual
del 35%. EAE ha lanzado un estudio sobre Marcas Propias en el que ha incluído un análisis exhaustivo sobre las Marcas Propias de Amazon.

Dentro de las mismas marcas propias de Amaon cabe diferenciar dos conceptos:

Marcas Propias: Marcas que se asimilan a la MDD, pertenecen a Amazon.
Marcas Exclusivas: Marcas que no pertenecen a Amazon, sino a un tercero pero que comercializa exclusivamente a través de Amazon.

Amazon cuenta en la actualidad (mayor 2018) con un total de 150 marcas propias y 451 marcas exclusivas (fuente: TJI Research).

Las marcas propias de Amazon se distribuyen por categorías y público objetivo primario de la siguiente forma:

Marcas propias de Amazon: Estudio completo de Bluco

Recopilación de todas las marcas propias actualmente presentes en Amazon incluyendo sectores y nichos (ver informe completo).

Además os dejamos el video de la presentación que realizaron en el evento que tuvimos conjuntamente sobre Market Places en Kschool.

06.03.2019. Marcas propias de Amazon. ALKOVE

Otra de las «marcas blancas» que posee Amazon es Alkove, se encuentra en el sector de los muebles y hogar. En otros artículos ya comentamos el interés y competitividad que tiene Amazon por los muebles, hasta tal punto que está obligando a IKEA a reenfocar su estrategia para convertirse en el market place más importante para que Amazon no le quite el puesto.