Page 39 - Food&Drink Business magazine September 2022

the ability to step back and rethink strategy is a necessary pause for everyone who wants to achieve ongoing success on Amazon. Because the bottom line is that selling on Amazon is not just an online version of brick and mortar retail.
Marketing and communications on this platform are different, too. Because your consumer is not physically in front of your well-merchandised product in a store, able to pick it up, read the label, and see it in the context of
company to manage. This is what makes the opportunity so exciting – the chance to embrace this leading retail opportunity and guide the success of your brand.
My online Amazon Strategy Masterclass (20 October and 24 January 2023) provides an Amazon deep dive and overview of the fundamentals for success on Amazon US. It is tailored to brands that are thinking about launching or already have a launch plan in mind or are currently selling on Amazon and seeking an opportunity to optimise their business.
As follow-up there will be a limited number of individual, customised audits and strategy sessions.
I am not an Amazon evangelist simply because I love Amazon but because I love to see brands succeed in a way that was not available to them until this brave new retail evolution.
I’m looking forward to bringing Amazon US to Australia. ✷
“ Some of the most successful new brands have built multi-million-dollar businesses on Amazon before even sticking a toe into any retail outlet.”
From whether you have the right products in the right packs for Amazon (which, for food and beverage brands, is rarely the existing unit sold on a retail shelf) to understanding how the variables in unit economics are different for ecommerce – knowing exactly what works for the consumer and will be profitable for the brand is essential.
its category, best-in-class content and marketing are as essential as a well-developed pricing strategy in your plan.
But Amazon strategy and execution aren’t one-size-fits- all. Your best strategy is tailored to your brand and your company. It’s an all- hands-on-deck commitment and can’t be relegated to a single person within your
✷ ABOUTTHEAUTHOR Betsy McGinn is an ecommerce
pioneer and has worked with hundreds of brands on their online strategy. She co-authored The
Amazon Roadmap and is a regular speaker at events around the world.
www.foodanddrinkbusiness.com.au | September 2022 | Food&Drink business | 39
ECOMMERCE