Amazon should hire external consultants to train internal employees.
By George Barnett Reid 👀 · August 10, 2021 · Curated by George's Blog
Amazon should hire external consultants to train internal employees.
To put it bluntly
Amazonian’s aren’t up to speed on how to succeed on Amazon (screenshot this for your Chime chat)
And that shouldn’t come as a surprise.
Most of the time they have a KPI they’ve gotta hit. Whether that’s launching X new products in a category or being Y % profitable for a vendor.
They get bogged down with these KPI’s, as they also juggle project work alongside them.
Leaving no room for actually understanding what will drive sales rank, relevance, conversion rate, or better advertising performances.
Case in point, an Amazon brand specialist will sell a brand a great shopping category level banner ad. These cost a pretty penny for a week long campaign.
And they’re shit.
Let’s call a spade a spade, they are shit and the ROI is awful in comparison to wheat you’d get putting the cash into Amazon advertising.
An internal would also advise them to “just do Amazon ads to get more glance views” (traffic)
Which is a vague statement but it’s definitely one being used. More important though it completely overlooks that the ASIN may not be ready for advertising yet because it’s got 1 grim image, dreadful copy, and no A+.
Conversion rate will be much lower and you’ll be wasting lots of money. Plus the ads platform won’t be looking favourably on you as your not serving relevant items with your ads (data shows no one’s converting), so your CPC will go up.
I’ve identified 2 areas there, but that’s scratching the service.
If Amazon educated employees through external consuslyants everyone would be happier.
Managed vendors and sellers would get more value. They’d make more money. They’d trust the rep more.
This would also work better for Amazon. Increase in adoption of brand specialists by brands and perhaps an increase in the fees they could charge.
External consultants? Agree or disagree?
Internal reps? Safer to send me a DM
#itsalwaysdayone