{"id":36027,"date":"2018-04-24T07:00:31","date_gmt":"2018-04-24T14:00:31","guid":{"rendered":"https:\/\/content26.com\/?p=36027"},"modified":"2018-10-07T15:40:57","modified_gmt":"2018-10-07T22:40:57","slug":"edgenet-hardline-and-automotive-brands-need-to-focus-on-amazon","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/edgenet-hardline-and-automotive-brands-need-to-focus-on-amazon\/","title":{"rendered":"Edgenet: Hardline and Automotive Brands Need to Focus on Amazon"},"content":{"rendered":"<p>Amazon is driven to expand their business in virtually every sector, as evidenced by aggressive moves like <a href=\"https:\/\/content26.com\/blog\/changing-landscape-requires-evolving-ecommerce-grocery-strategies\/\">purchasing Whole Foods<\/a> and attempting to go <a href=\"https:\/\/news.avclub.com\/amazon-might-spend-1-billion-to-adapt-sci-fi-trilogy-1824174388\">head-to-head with HBO and Netflix<\/a>. Though the online retailer has seen record growth recently,\u00a0<a href=\"https:\/\/www.bloomberg.com\/graphics\/2018-amazon-industry-displacement\/\">90% of all retail sales in the US still happen in physical stores<\/a>.<\/p>\n<p>Certain product categories like automotive and DIY items (goods that are sold at hardware stores) continue to be purchased primarily offline, but it&#8217;s only a matter of time before DIY and automotive brands are forced to rethink their ecommerce strategies. When they do, they can\u2019t ignore Amazon.<\/p>\n<p><img loading=\"lazy\" class=\"alignright wp-image-36031 size-medium\" src=\"https:\/\/content26.com\/wp-content\/uploads\/edgenet-steve-proctor-300x300.jpg\" alt=\"Edgenet CEO\" width=\"300\" height=\"300\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-steve-proctor-300x300.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-steve-proctor-175x175.jpg 175w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-steve-proctor-150x150.jpg 150w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-steve-proctor.jpg 511w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><a href=\"https:\/\/edgenet.com\/\">Edgenet<\/a> is a content management company that works with many of the world&#8217;s leading hardline and automotive brands. They specialize in user-friendly content management solutions for retailers and suppliers. CEO Steve Proctor knows that Amazon is a hot topic with manufacturers. &#8220;I can see across all leadership, they&#8217;re all wanting to know how to interact with Amazon more efficiently,&#8221; he told content26.<\/p>\n<p>Proctor stresses the importance of creating a customer-centric shopping experience on Amazon. \u00a0&#8220;For the first time, we\u2019re seeing established brands designating ecommerce budgets to meet the demand of the online market.\u201d<\/p>\n<p>Many brands that historically focused on brick and mortar sales have been slow to adopt forward-thinking ecommerce strategies or invest in content creation on Amazon. Edgenet advises brands to start considering Amazon a priority, or risk being leapfrogged by their competition as the retail landscape continues to change.<\/p>\n<h2><strong>Current Amazon Content for Hardline Brands<\/strong><\/h2>\n<p>Content26 analyzed 1300 product pages over 13 hardline categories to get a better idea of what content currently exists on Amazon. We found that only 59% of these product pages currently have A+ content.<\/p>\n<p>The departments with the most A+ content were:<\/p>\n<ul>\n<li>Safety and Security<\/li>\n<li>Power Tools &amp; Hand Tools<\/li>\n<li>Lighting &amp; Ceiling Fans<\/li>\n<li>Kitchen &amp; Bath Fixtures<\/li>\n<li>Home Storage &amp; Organization<\/li>\n<li>Hardware<\/li>\n<li>Electrical Equipment<\/li>\n<li>Contractor Supply<\/li>\n<li>Building Supplies<\/li>\n<\/ul>\n<p>In these categories, over half of the top 100 bestselling product pages feature A+ content.<\/p>\n<p>The top ten Brands with\u00a0A+ content on their bestselling product pages are:<\/p>\n<ul>\n<li>3M<\/li>\n<li>Command<\/li>\n<li>DeWalt<\/li>\n<li>Elekcity<\/li>\n<li>First Alert<\/li>\n<li>Fluidmaster<\/li>\n<li>Gorilla<\/li>\n<li>Master Lock<\/li>\n<li>Stanley<\/li>\n<\/ul>\n<p>However, just because a product page has A+ content doesn&#8217;t mean it&#8217;s optimized. <a href=\"https:\/\/www.amazon.com\/DEWALT-DWST17808-Handle-Toolbox-Organizer\/dp\/B00B6K4VDK\">This DeWalt page<\/a> utilizes a single A+ module that offers information about the product but doesn&#8217;t expand on information that is already included in the basic content for the product. In fact, the product information paragraph found beneath the A+ content includes important product info the &#8220;enhanced&#8221; copy doesn&#8217;t mention, like the product dimensions and the weight capacity of the toolbox.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-large wp-image-36028\" src=\"https:\/\/content26.com\/wp-content\/uploads\/hardline-dewalt-a-plus-1024x364.jpg\" alt=\"hardline\" width=\"1024\" height=\"364\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/hardline-dewalt-a-plus.jpg 1024w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/hardline-dewalt-a-plus-175x62.jpg 175w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/hardline-dewalt-a-plus-300x107.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/hardline-dewalt-a-plus-768x273.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>A+ content shouldn&#8217;t be added simply to exist in an otherwise empty space. Good A+ content should offer a comprehensive look at a product on the digital shelf, not simply rehash information that already exists on the page.<\/p>\n<p>This page for a <a href=\"https:\/\/www.amazon.com\/Moen-YB0818CH-Arris-18-Inch-Chrome\/dp\/B00D4N03OS?th=1\">Moen towel bar<\/a> is a great example of how literally any product can be stylishly and informatively showcased online. The A+ content excels in covering the product\u2019s features and benefits in the text while offering a variety of images to create a comprehensive visual understanding of the product. The high-quality, expandable photos of the towel bar on its own, showcased in the bathroom, and with the rest of its product line gives readers a clear understanding of how the product will look inside their home.\u00a0If you think your product doesn&#8217;t have enough intriguing features to warrant enhanced content, look at what Moen could do with a towel bar and reassess your strategy.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-large wp-image-30810\" src=\"https:\/\/content26.com\/wp-content\/uploads\/moen-a-plus-832x1024.png\" alt=\"hardline\" width=\"832\" height=\"1024\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/moen-a-plus-832x1024.png 832w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/moen-a-plus-142x175.png 142w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/moen-a-plus-244x300.png 244w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/moen-a-plus-768x946.png 768w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/moen-a-plus.png 1024w\" sizes=\"(max-width: 832px) 100vw, 832px\" \/><\/p>\n<h2><strong>Advice for Brands Just Starting with Amazon<\/strong><\/h2>\n<p><img loading=\"lazy\" class=\"alignright size-medium wp-image-36030\" src=\"https:\/\/content26.com\/wp-content\/uploads\/edgenet-academy-300x300.jpg\" alt=\"hardline\" width=\"300\" height=\"300\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-academy-300x300.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-academy-175x175.jpg 175w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-academy-150x150.jpg 150w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/edgenet-academy.jpg 756w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Put simply by Steve Proctor of Edgenet, &#8220;You can&#8217;t ignore Amazon if you&#8217;re making things to sell.&#8221; Most hardline brands understand this but are nervous about expanding to Amazon. Proctor says it&#8217;s a more natural progression than many brands may believe.<\/p>\n<p>&#8220;I think the really obvious thing is that the content&#8217;s already there. Syndicating that information to Amazon, with some outside expertise as to what additional content helps brands sell products, seems like a really natural process.&#8221;<\/p>\n<p>To help brands understand this progression, Edgenet is hosting <a href=\"https:\/\/edgenet.com\/academy\/\">Edgenet Academy in Nashville Tennessee<\/a>, an event for their customers that will focus on expanding content on Amazon.<\/p>\n<p>For brands that are just getting started uploading and creating content on Amazon, here are some key tips for optimizing both basic and enhanced content:<\/p>\n<ul>\n<li><strong>Focus on the basics<\/strong>. Make sure your product titles, bullets, and product description paragraphs are concise, well-written, and provide all the essential product information. Check out our articles &#8220;<a href=\"https:\/\/content26.com\/blog\/essential-product-descriptions-amazon\/\">How to Write Essential Product Descriptions for Amazon<\/a>&#8221; and &#8220;<a href=\"https:\/\/content26.com\/blog\/amazon-product-page-product-titles\/\">How to Write Product Titles for Amazon<\/a>&#8221; to help you get started.<\/li>\n<li><strong>Expand with enhanced content<\/strong>. Whether a customer buys on Amazon or in a physical store, chances are they&#8217;re using Amazon to research your product. When researching online, customers demand detailed information before they will buy your product. A+ content gives brands the space to include all the pertinent details that will make potential customers confident enough to buy.<\/li>\n<li><strong>Optimize for search<\/strong>. Inserting the right keywords into both essential and enhanced content will help product pages in the SERP rankings on Amazon as well as external search engines.<\/li>\n<li><strong>Invest in Amazon Advertising to boost discoverability<\/strong>. Once you\u2019ve got your content optimized, advertising ensures consumers can find your products.<\/li>\n<li><strong>Evaluate and Adjust<\/strong>. Content requires upkeep and care. As you learn from your Amazon Advertising campaigns, adjust your content to meet consumer needs and further increase its discoverability.<\/li>\n<\/ul>\n<p><em>Editor\u2019s Note: <a href=\"https:\/\/content26.com\/blog\/amazon-prepares-for-growth-with-amazon-advertising-name-change\/\">On September 5, 2018, Amazon rebranded its advertising platform.<\/a> Amazon Marketing Services changed to Amazon Advertising and Amazon Advertising Platform changed to Amazon DSP, among other changes. This blog post was changed on October 5, <\/em>2018<em>\u00a0to reflect those changes.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon is driven to expand their business in virtually every sector, as evidenced by aggressive moves like purchasing Whole Foods&#8230;<\/p>\n","protected":false},"author":50,"featured_media":36031,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[125,789,1462],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Content26 examines hardlines and DIY brands and talk with Edgenet CEO Steve Proctor about the importance of developing an ecommerce strategy and expanding quality product page content on Amazon.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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