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Ep. 026 Keyword Podcast: Five Ways to Grow your Brand from Head of Amazon Marketplace

April 17, 2017
Ep. 026 Keyword Podcast- Five Ways to Grow your Brand from Head of Amazon Marketplace

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This week we have something special. You’ll hear from the Vice President of the Amazon Marketplace, Peter Faricy. He’s the most senior executive at Amazon directly involved with the Marketplace and has run the business since 2009.


“I think every day about how can I help these small/medium businesses be successful all over the world,” says Peter, “We think about what it’s like to be an entrepreneur and how we can help them be successful.”


Peter was recently at the Shoptalk Conference in Las Vegas, which is where the audio for this episode is from. Peter has been at Amazon for 11 years and he’s run the Marketplace for 8 years. At Shoptalk he shared five ways brand owners can build their own brand on Amazon.



Peter Faricy, VP and Head of the Amazon Marketplace is this week's "Amazon insider." 






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Show Notes:

Ep. 026 Keyword Podcast: Five Ways to Grow your Brand from Head of Amazon Marketplace

This week we have something special. You’ll hear from the Vice President of the Amazon Marketplace, Peter Faricy. He’s the most senior executive at Amazon directly involved with the Marketplace and has run the business since 2009.
“I think every day about how can I help these small/medium businesses be successful all over the world,” says Peter, “We think about what it’s like to be an entrepreneur and how we can help them be successful.”
Peter was recently at the Shoptalk Conference in Las Vegas, which is where the audio for this episode is from. Peter has been at Amazon for 11 years and he’s run the Marketplace for 8 years. At Shoptalk he shared five ways brand owners can build their own brand on Amazon.
“If you think about the history of building a brand, it took many many years and billions of dollars of investment to build a brand,” says Peter, “I think that what’s going to happen in the future is that people are going to be able to create brands that are just as distinctive but it’s gonna be much faster and much more efficient and I’m gonna tell you how.”
The first way you can build your brand is by having access to Amazon’s 300 million customers, in 11 markets around the world. The time these customers are spending on Amazon is growing, in fact by more than 42 percent in the past two years to 75 minutes per session.
“If you want to have a chance to tell your story, if you want customers to get a chance to know your product better this is exactly the environment that I think you need,” Peter says.
Then there’s the influx of Prime Members, 10’s of millions of new Prime Members signed up last year with more than 50-million products sent via Prime.
The second way Amazon wants to help you build a brand is by offering more brand protection.
In Episode 25 we talked at length about the updates to Brand Registry. The updates are being tested right now and will roll out in the next few months.
“How do we work with brands to protect their IP and how do we maintain a really great customer experience and help protect these brands,” says Peter, “Any brand in the world can identify where they own the intellectual property through copyright etc. and put Amazon in the position where we can protect your products across the Amazon Marketplace, across the world.”
The next part of brand protection is a new product Peter announced called Transparency.
“It allows you as a manufacturer to actually keep a trace of your product throughout the supply chain so that you the brand owner knows that these products that are being manufactured and ready for distribution are authentic but the cool part of it, it also has a customer facing app so you can also allow customers to also ensure that the product they’re buying are your authentic products,” Peter says.
The third way to help you build your brand is by driving awareness. Fifty-five percent of shoppers start looking for products by searching on Amazon, but if you’re a brand new product – no one knows about you yet. Peter calls this a cold start problem.
“I have a product, I think it’s terrific but no one knows about it yet so we’ve really worked closely with brand owners to develop a number of advertising marketing and merchandising programs that are specifically targeted to solve this cold start program,”
Peter’s talking about using Sponsored Products to launch products to quickly build awareness.
“You can actually take people from unaided awareness to directly purchasing your product with one link and one piece of advertising,” Peter says.
The fourth way to build your brand is by gaining access to Amazon’s Fulfillment and Support Services. Having your products in Amazon Fulfillment Centers gives your products the ability to be Prime eligible. One of our Amazon Insiders likes to tell us that having products in FBA is “like pouring lighter fluid on a fire” in terms of how it impacts your sales. You should know, that it also gives you access to customer service.
“What brand owners discover is that that it’s not too difficult to take good care of your customers in your home country maybe you can expand to a couple other countries but as you try to sell your product across the world, it’s fairly difficult to scale your customer service capabilities as well,” says Peter, “Think of all the languages, all the complexity, all the time zones, part of what we provide, if you’re part of FBA, we take care of all that on your behalf.”
Merchants also gain access to increasing delivery speed and programs like Prime Now.
“I think customers are really driving a lot of people to make investments here and figure out new ways to delivery products,” says Peter, “So for a brand owner and entrepreneur you really get to take advantage of all the investments we’re making in these fast delivery services and all these unique services to fulfill your products.”
The fifth and final way Amazon wants to help you grow is by giving brands access to capital. Four years ago Amazon launched Amazon Lending. It’s since loaned 1.5-Billion dollars to small/medium sized businesses, including companies like Tower Paddle Boards. They struck a deal on Shark Tank with Mark Cuban but they needed more capital to grow so they turned to Amazon Lending.
So there you go,five ways the head of the Amazon Marketplace wants to help your brand grow on Amazon. As a quick review:
By giving sellers access to amazon’s customers.
By creating tools like Brand Registry to protect brands from counterfeits.
Helping build product awareness through Sponsored Products.
Having products in FBA and available for programs like Prime Now.
Access to capital through Amazon Lending.
Peter Faricy spoke for about 20 minutes at Shoptalk. Then he brought in two brand owners that sell on the Marketplace and he spoke with them for about 10 minutes. You can watch the whole presentation online by clicking here.

3 comments
Amazon-Insider-Podcast: 5 Wege um deine Marke bei Amazon aufzubauen - April 21, 2017

[…] Podcast ist bei iTunes zum Download verfügbar oder kann auf der Website des Podcasts abgespielt […]

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Caroline - April 22, 2017

Solange man Amazon erlaubt, seine Händler grundlos fristlos zu kündigen und deren Vermögen – Ware und Umsatzgelder einzubehalten – ist es unverantwortlich Werbung für das Verkaufen auf Amazon zu machen. Solange Amazon seine Händler weiterhin in die Falle locken darf – diese ausspioniert und lebenslang nach eigenem Gusta restlos ruinert – braucht man nicht darüber nachden, ob man Amzon noch in irgendeiner Weise unterstüzten sollte. Es gibt keine Sozialunverträglichere Firma als Amazon. Amazons Größe ist nur auf Übervorteilung und assozialem Verhalten aufgebaut. Die Händler, Steuer- und Beitragszahler werden mit Billigung des Staates und seiner Organisationen von Amazon in den Ruin geschickt. Dieser Skandal wird bald im Fernsehen aufgedeckt – weil diese große Schweinerei von Amazon zu 1000 im Monat passiert. Der Hinweis – jeder ist selbst Schuld, der mit Amazon Verträge macht – ist der Tenor. Wenn ein Händler sich die Amazon AGBs sowohl Payments Vertrag als auch Service Vertrag angeschaut hat, weiß er: Amazon kann grund- und fristlos aus beliebigen Gründen Kündigen. Das macht Amazon wenn ein Händler einen ernstzunehmenden Wettbewerber für Amazon darstellt. Vorher wird noch geschaut, ob Geld auf dem Paymentskonto liegt und ob es nicht grade abgerufen wurde. Dann wartet man noch mal lieber bis wieder Geld da ist. Dann ist auf einmal Schicht im Schacht und Amazon nimmt sich die Ware und die Gelder des Händlers. So einfach sieht die Vernichtung des deutschen Einzelhandels aus. Als Amazon Händler ist man nur ein “Plattformbenutzer” ohne Rechte – nur mit Plichten. Amazon hat dagegen alle Rechte. Der totale Ruin der deutschen Steuer- und Beitragszahler aufgrund von Rechtsfreiheit eines amerikanischen Unternehmens, welches sich jeglicher Steuerzahlungen und Sozialabgaben in Deutschland entziehen darf. Darüber hinaus ist Amazon für menschenverachtende Behandlung seiner Mitarbeiter gekannt. Das Dulden dieser Ungerechtigkeit ist ein ganz großes gesellschaftliches Versagen. Wie kann man nur Menschen raten bei Amazon zu verkaufen?! Wie kann man einem Übeltäter trauen der öffentlich betont: Alle anderen werden von der Klippe geschleudert. #boycottamazon #boykottamazon #BezosAlleWerdenVonDerKlippeGeschleudert

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el3rod - August 16, 2017

I think that “By giving sellers access to amazon’s customers” is the best way.

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