Optimizing Amazon Vendor Agreements and Pricing
Transcription
This type of promotion is again, highly dependent on the product category and sales price. Amazon identifies opportunities by offering a vendor pre-approved recommendations. Mostly not always though. These have the potential to be successful campaigns. So it is definitely recommended to keep an eye on this.
show moreWhen it comes to price discount promotions during e-commerce events, for example, cyber Monday, customers expect discounts to be tremendous during these kinds of events. We’re talking between 50 and 70%, a price discount promotion with 15 to 25% is mostly in effect of them again effective. Then again, there are exceptions such as if discounts for a certain product are usually rare.
A general recommendation would be run a price discount for promotion for longer two to four weeks. For example, if the discount is not high, you know, five to 10%, consequently shorter when the discount is greater in Europe, most people get their salaries around the 20th of a month. Therefore running promotions in the last week of the month is most effective.
From experience and in the beginning of a month, most ineffective, if a vendor does not get the opportunity for pre-approved recommendation during, for example, prime day, cyber Monday, black Friday, etc, a price discount promotion is another opportunity to still offer products marked down. However, the discount there needs to be substantially enough to stand out or customers will simply ignore it.
Brands should follow a discount strategy that fits to their brand. For example, a sporting brand giving a discount during the US open makes much more sense than giving a discount on mother’s day. Also deliberately choosing discount days outside. The big eCommerce events might result in a better result because a, the product is still going to stand up with a 20 to 30% discount and BPPC is going to be much lower during a non-eCommerce event.