On January 23rd, L2 think tank hosted Amazon Clinic 2014 to further L2’s goal to help brands maneuver the changing digital landscape. At this event, speakers focused on the tangled enigma that is Amazon and examined why luxury brands are reluctant to partner with the retail behemoth–and how that might put them at a disadvantage. (Last year, content26 interviewed Andrea Derricks about an L2 report on digital strategies for CPG companies.)
L2 will be releasing a full Amazon Intelligence Report next month. For now, here are glimpses of insight via their delightfully active #AmazonClinic2014 Twitter hashtag.
The presentation covered which companies partner with Amazon, the unadvertised advantages of doing so, and the disadvantages of refusing such a partnership.
9 of the 10 most widely available brands on Amazon have a zero engagement policy with the e-tailer. #amazonclinic2014
— L2 Think Tank (@L2_ThinkTank) January 23, 2014
Brands who engage with Amazon see a noted drop in unauthorized listings #amazonclinic2014 @profgalloway @L2_ThinkTank #paytoplay
— Kimberly Meskimen (@meskimenk) January 23, 2014
Brands that don’t partner with Amazon can’t be shipped with Prime or free. #amazonclinic2014
— L2 Think Tank (@L2_ThinkTank) January 23, 2014
Brands that partner with Amazon are less discounted on the site. #amazonclinic2014
— L2 Think Tank (@L2_ThinkTank) January 23, 2014
…although some brands are sufficiently well known to avoid some of the consequences.
.@lvmh and @EsteeLauder have a zero engagement policy with Amazon but are among the most widely available on the site. #amazonclinic2014
— L2 Think Tank (@L2_ThinkTank) January 23, 2014
The presentation also looked at user behavior: the consequences of falling off the first page of search results, how the number of user reviews affects views and conversion, and how deeply most consumers dive into available images.
“If you want to hide a dead body, do it on the 2nd, 3rd or 4th page search results.” @L2_ThinkTank #Millerberg #amazonclinic2014
— Shareablee (@ShareableeLabs) January 23, 2014
“Over 90% of customers are viewing all images when they buy a product.” @L2_ThinkTank #Millerberg #amazonclinic2014
— Shareablee (@ShareableeLabs) January 23, 2014
71% of products on Amazon have less than 6 product reviews and 21+ reviews need 50% less traffic for same sales #amazonclinic2014
— Deborah Weinswig (@debweinswig) January 23, 2014
We love when other companies dig into the ins and outs of Amazon (and frequent the LinkedIn Amazon Vendor Central group for just that reason), so we found ourselves refreshing the hashtag feed throughout the morning. We’ll comment on the deeper insights of the report once it comes out next month.
