A man wearing a blue work shirt is looking at a tablet while standing among a row of products, possibly in an electrical store or warehouse.

Is Amazon a friend or a foe? Well, both.

Truthfully, both Amazon and other marketplaces like eBay (especially if you are in the car parts industry) have significant advantages in terms of:

  • large resources to test new technology,
  • name recognition,
  • and a reputation for large selection and rapid fulfillment. 

Be weary but don’t be scared.

Your customers don’t want to wade through 100,000 results. They want to see the products that are relevant to them. Plus, both of these marketplaces are somewhat unregulated, meaning customers have to comb through lots of inconsistent information to try and find a seller that feels trustworthy. A tailored, reputable, customer-first eCommerce offering goes a long way. 

Here are 3 keys for making Amazon work for your B2B business.

1. Approach these eCommerce giants with a “collaborate to compete” mentality.

Distinguish yourself through a customer-centric eCommerce platform and superior product information. This will make it possible for you to stand on your own two feet AND/OR sell through the online marketplaces.  

Note: if you are competing in one of the 26 categories where Amazon Basics are no. 1, you are going to need to be really proactive with multiple strategies to keep and gain market share.  Proactivity could mean: 

  • Partnering with distributors to promote products on Amazon
  • Clear marketplace advertising strategies
  • Detailed product pages 
  • Using the Amazon Buy Box
  • Exposing brand and products to audiences across Amazon Network and operated sites.

2. Be findable.

Search can be a large driver of new business. But if people can’t find your products, consumers will buy from your search-competent competition. You need to own this. Don’t rely on your retailers to get search right. Invest in search engine optimization (SEO) planning and advisory services. 

When to start: when developing your digital strategy and choosing your eCommerce platform and technologies, choose Search, SEO and Marketplace Presence (and compatibility) as “must-have” features. SEO is not a “one and done” play. It needs to be revisited as you continuously work on your product information and website.

For the Americans with Disabilities Act (ADA) Compliance you can feed two birds with one bird feeder:

By making your website ADA compliant through alt text, clear headings, a logical website structure and more, you are also improving your SEO. 

3. Display your expertise. 

Be the reliable resource in your market. Show your depth of knowledge through high level customer service, relevant content and a pertinent social media presence. Every market needs a “go-to” resource.   

Manufacturers and distributors have in-depth knowledge of the goods they sell, be it electric componentry or industrial machinery. This expertise represents value for your customers. Amazon is a marketplace with an estimated 350 million products (if you include Amazon Marketplace Sellers). As a customer, if you needed an expert, who would you turn to?

Start selling on Amazon.

Instead of seeing Amazon as a threat, think of them as a potential partner. 

This might seem counterintuitive at first. But if you can see third party platforms as an additional channel that compliments your eCommerce website and brick-and-mortar locations, Amazon can help increase your reach and sales. 

Leverage the marketplace’s weight, SEO mastery, fulfillment infrastructure and client base to your advantage. Use Amazon to increase sales across channels. Move from wholesale margins to retail margins with the platform.  


Read next:
How wholesalers + distributors can bridge the digital gap (including a Needs Assessment)

Want more eCommerce insight?

Receive the next publications by email.
Out of respect for your inbox, we are committed to delivering only highly-relevant content.

Please complete all fields.
Please enter a valid email address.
IDs are invalid.
Text inputs do not accept special characters.
A problem has occured. Please retry later.
Thank you, you should receive our next eCommerce publications by email.

You have Successfully Subscribed!

Perspectives eCommerce

Recevez les prochaines publications par courriel.
Par respect pour votre boîte de courriels, Absolunet s’engage s’engage à ne distribuer que du contenu hautement pertinent.

Remplissez tous les champs, s'il vous plaît.
S'il vous plaît, mettez une adresse email valide.
Les identifiants sont invalides.
Les entrées de texte n'acceptent pas les caractères spéciaux.
Un problème est survenu. Veuillez réessayer ultérieurement.
Merci, vous recevrez les prochaines perspectives eCommerce par courriel.

You have Successfully Subscribed!

Join our mailing list to receive the latest news and updates from our team.

Commencer votre projet
S’il vous plaît fournir les informations sommaires de votre projet eCommerce et nous indiquer comment vous joindre.

You have Successfully Subscribed!

Start Your Project
Please provide a basic description of your project, and tell us how to reach you.

You have Successfully Subscribed!

Get Our Internal eCommerce Brief

Be the smartest eCommerce person in the room by reading our monthly eCommerce Brief. 4 minutes well-invested.

You have Successfully Subscribed!

Recevez le rapport des perspectives eCommerce

Soyez la personne la plus à l’affût de tout ce qui touche au eCommerce en lisant notre compte-rendu mensuel. 4 minutes bien investies.

You have Successfully Subscribed!

Share This