How Exclusivity Unlocks Your Brand

We have seen that, no matter what model you choose to sell on Amazon, control is necessary for success.

If you have no control, the mess is unavoidable; and executing on a winning Amazon strategy becomes impossible.

At Zoplenti, we believe the best way to achieve that is one exclusive partner. We have seen the drawbacks of executing on a strategy with multiple sellers, even if controlled and committed, over and over.

Here’s why.

Strategic Control

Having multiple sellers dilutes everything. As sellers rotate and compete for the Buy Box, each gets to execute on a fraction of the strategy and gets a fraction of the data to make decisions on.

With one partner in charge, the platform can be kept under tight control, from fulfillment to marketing initiatives.

Channel Stability

If Amazon is an important channel for your brand, you want it to stay healthy. But with multiple sellers, internal competition means the risk of issues is high. Customers face problems, MAP gets violated, margins collapse, and your brand takes the hit.

With one exclusive distributor, they can enforce consistent pricing and protect your value in the market.

Aligned Incentives

You want the partner in charge of Amazon to invest resources in your growth. But if they are splitting the pie, the incentives aren’t there; what is there is more risk, and the need to compete with other sellers for the Buy Box.

An exclusive partner can go harder and push further, with no need to play it safe, leading to real momentum.

One 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.

If your brand is diluting investment and effort having several distributors on Amazon, it will invariably be outcompeted by someone executing on a winning Amazon strategy with focus and commitment.

That’s what we do for our partners at Zoplenti.

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