What brands succeed on Amazon — Will Haire // BellaVix
- Part 1Protecting your eCommerce Brand — Will Haire // BellaVix
- Part 2 What brands succeed on Amazon — Will Haire // BellaVix
Show Notes
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01:58Examples of brands doing it well on Amazon: InstapotMuch of it came down to their ability to work with the media and their strong presence. The name is synonymous with pressure cookers.
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02:55How Instapot became a media darlingA lot of what droves success was not only what we were doing on Amazon, but their ability to work within Media, their ability to get a lot of publicity, and their ability to get a lot of influencers on a lot of different platforms talking about their products.
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05:16The power of endorsements and influencer marketingA supplement company that leverages this strategy is there. Many of their products are Dr. endorsed, and many of them focus on natural beauty.
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11:25What is TACOS in Amazon advertising terms, and why is it important?TACOS is the total advertising cost of sale. It is your total spend divided by total sales, and a great way to justify that advertising will influence SEO compared to other platforms.
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11:57What percentage of spend for advertising should you be thinking about based on the brand's size and sales?Launch brands less than a year old, 75 to 100% of your sales might come from advertising.
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14:07Be prepared to spend heavily as a new brand on AmazonHowever, approach it with a tiered structure and not risk having it all on Amazon.
Quotes
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"Instapot is crushing it on Amazon. Much of it came down to their ability to work with the media and their strong presence. The name is synonymous with pressure cookers." - Will Haire
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“A lot of what droves success was not only what we were doing on Amazon, but their ability to work within Media, their ability to get a lot of publicity, and their ability to get a lot of influencers on a lot of different platforms talking about their products. And a lot of that rollout happened months before the holiday for a company like that. The amount of manpower that goes into something like that is insane." - Will Haire
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"A supplement company that leverages this strategy is there. Many of their products are Dr. endorsed, and many of them focus on natural beauty. But automatically having that endorsement from a Ph.D., they work with several cosmetology influencers and dermatologists. And like that, they are big brands and get validation that makes it easier to move products." - Will Haire
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"TACOS is an indicator inside the space: total advertising cost of sale. It is your total spend divided by total sales, and a great way to justify that advertising will influence SEO compared to other platforms. So that's why it's essential, at minimum, to move your main KPI on the advertising side over to tacos." - Will Haire
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"Launch brands less than a year old, 75 to 100% of your sales might come from advertising, this diminishes the more time you'll get more sales, you'll get ranking so on and so forth. For brands like mid like somewhat coming to maturity, I would expect anywhere from 20 to 35% of sales to come from advertising. And when we're firing on all money, 20% of sales should come from advertising." - Will Haire
- Part 1Protecting your eCommerce Brand — Will Haire // BellaVix
- Part 2 What brands succeed on Amazon — Will Haire // BellaVix
Up Next:
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Part 1Protecting your eCommerce Brand — Will Haire // BellaVix
Amazon is a massive platform, and it can be a test, scale, or money-making channel, depending on your needs. But if you're a new or growing e-commerce brand, there are common mistakes you should avoid if you don't want your growth to stagnate and start to plateau. What are these mistakes, and when do you seek outside help? Listen to Will Haire, Co-founder, and CEO of BellaVix, as he discusses protecting your eCommerce brand.
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Part 2What brands succeed on Amazon — Will Haire // BellaVix
Are you a new brand getting on Amazon, and want to know the percentage of your sales that should come from ads? Do you want to know what it takes to hit millions in sales on the platform? Get answers when you listen to Will Haire, Co-founder, and CEO of BellaVix, discuss the type of brands that succeed on Amazon and how they do it.
