Luxury brands have always been associated with retail stores and exclusive boutiques that cater to the elite. With stalwarts believing that luxury cannot be both exclusive and available, on one end and the rise of eCommerce in this post-pandemic digitalized global village, on the other, luxury brands have had to pivot their strategies to remain relevant. Amazon, the world’s largest online retailer has become a crucial platform to reach a wider audience and increase the sales of luxury brands. In this article, we will discuss some of the strategies luxury brands can leverage on Amazon that will lead to their growth and dominance in the market.
The luxury of a brand is not only about the quality of the product or the opulence of its design, it is about the meticulously crafted positioning that elevates it above the ordinary. As such, when selling a luxury brand on Amazon, the brand must be tailored for exclusivity. One way to do this is by registering on the Amazon Luxury Brands Store, a store within a store. Amazon Luxury Brands is a platform where Amazon partners with luxury fashion brands to create their virtual storefronts on the platform. Initially, this service was exclusive to Amazon Prime members and was an invite-only platform, this has been opened up to all shoppers on the luxury store platform increasing its reach significantly while the sellers are still limited to an invite-only basis maintaining the exclusivity of the platform. This level of exclusivity allows luxury brands to avoid being associated with counterfeit discount goods and counterfeit products as the platform is transparent about the fulfillment method and who the product is sold by shoppers can trust that they will receive genuine luxury items worth their spend. The Financial Times reported on 15 December 2022 that Oscar De La Renta, a New York Luxury brand has found that streaming goods off-season on Amazon reaches clients directly compared to Fashion Week which only reaches industry buyers and the fashion press.
Even without access to Amazon’s Luxury Store platform, luxury brands must differentiate their products and maintain a strong brand image. One way to do this is by optimizing product listing detail pages to reflect the premium look and feel of your brand. This can be done through
- High-quality images that offer a 360 view of the product
- Videos that showcase the premium of the product
- Clear and detailed product descriptions
- Premium A+ content
- The use of relevant keywords.
One such brand that has leveraged the premium A+ and 360-degree images features is the Micheal Kors brand which is currently ranking number 3 in the Women’s Wrist Watches category.
Get in front of the customers’ eye
Two-thirds of all online shoppers begin their product searches on Amazon, the online platform with a global reach and there are paid and organic ways to reach these shoppers. One of the easiest ways luxury brands can reach this market organically is by creating Amazon posts. This a feature offered to sellers that have brand registration through which they can create social media-like content targeted at relevant shoppers based on search history, interests, and shopping behavior. These posts can include images, captions, and links to product detail pages. Shoppers can click on the link to learn more and make a purchase, driving traffic directly to the product listings. These Amazon Posts are displayed on product detail pages, category feeds, and related posts.
Tap into the influencer game
Influencer marketing has become an increasingly popular strategy for luxury brands on Amazon to reach their market. Working with influencers can help increase brand awareness and drive sales. Amazon Luxury stores have in the past partnered with several influencers including Camille Rowe who showcased designer wares across her social media. Important considerations when working with Amazon influencers:
- Choose influencers whose content aligns with your brand’s ethos
- Choose influencers with strong following and high engagement numbers
Leveraging Amazon’s paid advertising options for luxury brands
Amazon offers several advertising options for sellers, including sponsored products and sponsored brands. Sponsored products are ads that appear in search results and product detail pages. Sponsored brands are ads that feature a brand logo, custom headline, and up to three products. These ads can help increase visibility and drive sales for luxury brands. One crucial aspect of luxury brands sellers must anticipate is the high cost-per-click (CPC) rates that come with advertising premium products, the only way to thrive in this environment is through meticulous planning and allocating a substantial budget to these campaigns. Moreover, diversifying their advertising strategy is vital. Utilizing Demand-Side Platform (DSP) advertising can be a game-changer for premium brands. By employing DSP, brands can extend their reach beyond Amazon, tapping into off-platform traffic sources. This approach not only enhances brand visibility but also attracts potential customers who might not have been reached otherwise. In the competitive landscape of Amazon, staying ahead means not only expecting high CPCs but also strategically leveraging tools like DSP advertising to secure a broader audience and maximize their brand’s impact.
For a seamless advertising experience and optimal utilization of these strategies, why not collaborate with BellaVix? Our tailored services are meticulously crafted to assist you in navigating the intricacies of selling luxury items on Amazon, ensuring outstanding outcomes for your brand.
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