If you are a brand owner or manage a brand, don’t make this mistake.

Did you experience Prime Day shopping on Amazon AU?

I managed to pick up a few items.

However, I am still surprised by how many brand owners haven’t yet purchased on Amazon.

Given that Amazon is the biggest marketplace in Australia, I think it’s a mistake to not be experiencing what your potential, existing, or past clients are experiencing as they shop on Amazon.

It reminded me of a friend of mine, Andy, who was doing some consulting work for a Taxi company a few years ago.

They were feeling the impact of Uber on their business, and they were looking for some solutions.

𝗔𝗻𝗱𝘆 𝗮𝘀𝗸𝗲𝗱 𝗼𝗻𝗲 𝘀𝗶𝗺𝗽𝗹𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻: “Have you been for a ride in an Uber to experience what it is like?”

𝗧𝗵𝗲𝗶𝗿 𝗮𝗻𝘀𝘄𝗲𝗿: “No way. I’m not giving those Uber buggers a cent of my money.”

𝗔𝗻𝗱𝘆: “How do you know what you are up against, if you aren’t even prepared to see what your past customers are now experiencing?”

It seems crazy not to at least do some research.

I find it interesting when I’m buying a product on Amazon, to think, why did I choose this one over that one? What was it that convinced me that was the product to buy?

• Was it the quality of the images that showed me exactly what I was getting, so my questions or concerns were answered?

• Was it an ad that I clicked on, if so what type of ad? Video?

• Was it the reviews? Did I go for the cheapest or pay in the middle, or premium?

• Was it their Storefront that showed their selection?

When you do this brief analysis you can then start to look at your own Amazon presence through a new lense.

Why would shoppers choose us on Amazon? Are we up to scratch with our brand presence, product listings and advertising?

Then there is the 𝗽𝗼𝘀𝘁 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 as well.

My order was on day one of Prime Day – 16 July in the evening, and because I’m in New Zealand my order arrived on Monday morning 22 July. That was 4 different products from 4 different sellers.

The packaging was nothing special, but everything was in one box, probably as expected for Amazon.

That wasn’t as quick as other times, but that was OK given my expectations were managed on estimated delivery time.

[Side note 1 – a lot of NZers buy on Amazon AU, so your market is bigger than just AU]
[Side note 2 – I also purchased a microphone for Seb from my team who lives in Melbourne. 𝗜𝘁 𝗮𝗿𝗿𝗶𝘃𝗲𝗱 𝗶𝗻 𝟭𝟱 𝗵𝗼𝘂𝗿𝘀.]

By experiencing buying Amazon, you’ll find ways to improve your own ecomm sales approach. You’ll find ways to make dealing with you directly more special.

If you are already selling on Amazon, you’ll see ways to improve your on Amazon brand experience.

If you are not yet on Amazon, don’t be like the Taxi company. Experience it before discounting it as not a threat.