Not all brands want to be on Amazon. But Amazon is HUGE. Really HUGE.
Just because you aren’t on Amazon doesn’t mean your potential buyers aren’t going to look on Amazon.
You can’t control for people that started their search on Amazon (over 66%) but you can/must protect the visitors that you paid for.
Worst case scenario is paying Google for a click and having potential buyer leave to hunt for a cheaper option on Amazon.
If users leave for Amazon they’re not coming back.
Not because Amazon has better products; Amazon is just so damn good at getting visitors to buy.
If their primary search is a miss Amazon has 400,000 other suggestions. Don’t try and out Amazon Amazon.
To get ahead of this Honeylove has an Amazon policy link on their site footer (I’d argue they should place this on their product page). On click they show this message:
Example from Bike Tow Leash
Bike Tow Leash (site) sells on both Amazon and their own site. Both channels are important to them.
If a visitor is on their site they would (I assume) like to convert them on their own site. But how to prevent this shopper from leaking to Amazon?
They show this message. It’s a simple message and does the job:
I love it because it doesn’t bash Amazon but subtly communicates the main idea.
A LITTLE ABOUT US
Thank you for reading this article about DTC brands fighting Amazon. We are Frictionless Commerce and over the last 11 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. And once we understand how your site visitor thinks we use our 9 point conversion copywriting process.
If you’re on LinkedIn much you
can should definitely connect with me. On LinkedIn, I post ecommerce conversion ideas every day, multiple times a day.