Amazon is one store, despite its size.
It might be as large as hundreds of B&M stores, but all sellers sell your products on the same listing.
You’re not getting on more shelves. You are putting all sellers in the same aisle, in front of the same customers, fighting for the same sales.
The heart of that fight is the Buy Box. That’s the white box on the right-hand side of a product page where customers click “Add to Cart”. Over 90% of Amazon sales happen through that Buy Box, and only one seller can own it at a time. So what do your sellers do?
They go to war for the Buy Box.
Instead of wrestling market share from your competitors, they are competing with each other.
They undercut each other, driving down your pricing.
But worse, they advertise against each other. This drives ad costs up without any real gain to your brand. Every dollar spent this way is effectively lost from a brand growth perspective, because they’re fighting for a sale you already had.
Unfortunately, it’s inevitable. Selling the same products, they have to spend against each other… instead of taking customers away from your competition.
With advertising being the key driver of market share growth on a cutthroat platform like Amazon, this alone is enough to cap your growth.
One strategic partner, to the top.
The key lesson we learned in almost ten years of selling on Amazon is that exclusivity is not a constraint, but the foundation of growth.
Your brand cannot effectively compete if it needs three times the investment to get the same result as a competitor that is executing on a winning Amazon strategy. And that’s what happens when you have multiple sellers.
There is simply no reason to have more than one great strategic partner:
- There’s control over pricing, sellers, and customer service.
- Every dollar spent in ads goes to winning new customers.
- Strategy aligns, with shared goals and unified execution.
Your brand is no longer fighting with both arms tied behind its back.
At Zoplenti we turn commitment into massive growth. With ten years of Amazon expertise and our proprietary Z-Vantage tech backing our decision making, we move faster and scale harder. The result? Unparalleled channel growth.
Read more about why exclusivity is the key to growth:
