Amazon Trends 2023: Do You Know What’s Headed Your Way (And Can You Use It To Your Advantage)

TREND #1: Amazon’s Behavior Modification System And Your Inventory

If you’ve checked out my videos or my blog posts then you know the rumors are true – Amazon is GREAT at manipulating sellers to get what they want.

I know because I have the battle scars and the bruising from years of dealing with Amazon. And, manipulation is just one of their crazy games.

Inside the industry, we call it Amazon’s Behavior Modification System

The good news is, you can use Amazon’s Behavior Modification System against them and then ethically win on Amazon.

This reverse manipulation of Amazon is among the top emerging trends that branded sellers are using as they become more Amazon savvy. I’m going to show you how you can use it to enjoy extra traffic – even FREE traffic that AMAZON pays for. But without the frustration of Amazon messing with you.

For example, did you know that if you can keep inventory in stock, Amazon will actually reward you?

It is true!

This is why dealing with suppliers and shipments will be a critical element to your success on Amazon in 2023.

Poor logistics will have a detrimental effect on your monthly sales in more ways than you may think.

Let me explain and even give you a bonus to boost sales with your very next shipment of inventory.

First off, it is critical to understand that Amazon’s Behavior Modification System is all about what is best for Amazon).

So, what is best for Amazon is to make sure you have inventory on Amazon shelves. That is why they set up the FBA system (Fulfilled By Amazon) to make sure shoppers can get your awesome products shipped fast – like in hours, fast. 

This is because they want shoppers to get addicted to your Awesome Product and come back for more good shopping experiences (this is good for Amazon).

And, Amazon knows that not all sales are made on the first visit.

For example…

I have a very thick WISHLIST on amazon, chock full of all the products I am thinking of buying.

Maybe one of your products is on my wish list.

But, back to me!! Ok, so let’s say that I have spent my precious time considering many of your competitor’s offerings on Amazon, and I finally pick yours.

Now imagine this scenario. I put your item in my cart to make a purchase at some future date., say I return two days later –  after working my best to convince my wife that I actually need your product and I finally make the move to purchase your product, and YIKES you’re out of stock. 

Argh!! Now, that doesn’t just look bad for you, it looks bad for Amazon (they are supposed to be the EVERYTHING STORE, right?

So, when you run out of inventory, Amazon looks bad. So, what do they do, they punish YOU. Since you cannot keep your product in stock, they just move on and promote other brands that can keep inventory in stock.

That is why, you MUST keep inventory in stock.

This is so important, that I have seen sellers reach page 1 and then go out of stock for a week, or two, or three, and they lose page 1 ranking and sometimes never quite recover (now that is serious behavior modification).

So, that’s the bad news. Which is why you need to do whatever you can to keep stock on Amazon shelves in 2023 (But not too much stock).

Why?

Because, too much stock will trigger more manipulation.

Pay attention to what I am about to tell you because it can really affect your monthly sales on Amazon

So in 2023, Amazon wants you to stay in stock yet, they DO NOT want you to send in too much inventory to their warehouses. That takes up expensive real estate on their shelves.

If you do that, they will pull another behavior modification tool out of the bag of tricks and CHARGE you extra fees – it is not uncommon for Amazon to charge Long Term Storage Fees for products that sit on shelves. 

Isn’t that interesting? They will punish you for not having enough inventory on their shelves and they punish you for having too much inventory on their shelves? YEP!

So, here’s your first action item for 2023. And a bonus that will help you sell better on Amazon.

If you have the option between shipping in a full pallet of your product to cover  6 months of sales, or shipping in a 2-week supply of a few cases… ship in the cases. And do it regularly!

Our clients have seen actual front-page Ranking Improvement where their branded and private label products get promoted MORE by switching to this type of Just-In-Time inventory management, where they’re drip-feeding the inventory. 

Amazon really likes this — and the benefits to your brand is increased bottom-line profits from reduced ad costs as well as free promotions that drive top-line sales.

Listen, if Amazon FBA is moving too slow for you, you don’t need to be stuck using FBA – you can opt for FBM or even employ 3PL (third-party logistics) companies if your margins are sufficient to cover their fees.

But whatever route you choose, it’s essential that you understand the ins and outs of logistics if you’re going to achieve success in selling on Amazon. If not, then maybe Amazon isn’t right for you!

I’ve created an article and a video on how to get an FBM listing set up in the shortest time possible. Check it out here: FBM video article.

TREND #2 : Amazon Influencer Marketing

Unless you’ve been under a rock then you know the emerging trends of influencers boosing the value of brands:

• Kylie Cosmetics and Kylie Jenner

• SKIMS and reality star Kim Kardashian

• MrBeast Burger and YouTube giant MrBeast

• Sweat and Kayla Itsines

• Dunkin’ and TikTok star Charli Damelio

Amazon has streamlined the process by helping Amazon sellers to partner with social media influencers with one of the hottest new trends: the Amazon Influencer Program.

The Influencer Program specifically targets influencers with large social media followings. This program allows these influencers to capitalize on the latest product trends by selecting and promoting trending products from Amazon on their Social Media channels.

Amazon has developed a system that lets Influencers create their own Amazon store. This is similar to a typical Amazon shopping experience, except that all purchases must be made through Amazon’s platform.

The rise in popularity of the Amazon Influencer Program can help business increase brand awareness and drive sales. When choosing influencers to work with, it’s important to consider their audience demographics, engagement rates, and overall brand alignment.

How to reach out to Amazon Influencers? 

If you are an Amazon seller looking to collaborate with Amazon Influencers, email communication is the best way to reach out.

Emails can increase your response rate and credibility nire than direct messages (DMs).

When crafting your emails, keep in mind three goals: (1) getting your email opened, (2) read, and (3) generating a positive response.

To ensure that your emails are effective, craft attention-getting subject lines, add a brief introduction of yourself or your company followed by an overview of what you’re offering or why you’re reaching out.

Additionally, be sure to customize each message for each influencer; this will demonstrate that you have done your research on them and appreciate their work.

Finally, be polite but succinct; don’t bombard them with too much information as this may cause confusion or even annoyance which could lead to a negative response!

For a deeper dive into the Amazon Influencer Program, check out our post from the influencer’s perspective on What Is An Amazon Influencer?

TREND #3 Multichannel Advertising For Amazon Sellers

2023 represents an exciting and innovative year for Amazon advertising.

In the past, Amazon advertising focused on ways of reaching customers within the Amazon platform, but today brands can use Amazon’s big data and reach ready-to-buy shoppers off the platform as well.

Here, multichannel marketing becomes a powerhouse in the hands of Amazon.

Amazon DSP leads the way

Amazon DSP (Demand Side Platform) is at the forefront Multi-Channel Advertising. This system allows you to bid on impressions for potential customers who have already expressed an interest in similar products, enabling you to target your ads more effectively.

By leveraging the DSP platform, you can use Amazon’s massive shopping data to gain access to a larger group of shoppers that are likely already interested in what you sell and potentially increase sales by targeting them directly.

Additionally, Amazon DSP allows for easy tracking of customer engagement with your ads through its reporting feature, allowing you better understand how effective your campaigns have been so that they can be improved upon over time.

If you’d like to dive deeper into this cutting-edge ad-buying platform, check out our post on: DSP Advertising (Amazon’s Secret Weapon): Insights From An Amazon Ad Agency

TREND #4: The Move Towards Premium A+ Content

In 2023 you will see more brands making the move away from Amazon’s outdated EBC (Enhanced Brand Content) and Classic A+ content, towards Amazon’s new Premium A+ Content.

The trends show a move away from Amazon’s EBC and Classic A+ content to the new Premium A+ Content in 2023 because Amazon has been rapidly opening up this advanced content (Premium A+ or A++) for free to more branded sellers on its platform.

Previously, accessing this feature that once required a $250K buy-in and was only available only to super-elite brands, but now more brands have access without needing to make a large financial commitment.

However, even though it may be easier to access, there are still considerations that must be taken into account when creating this type of content; namely making sure it is engaging and adds value for shoppers while promoting your brand identity.

For a deeper dive into all that the new A+ Content benefit has to offer, check out our epic post on the topic: AMAZON’S NEW PREMIUM A+ CONTENT AND HOW TO GET STARTED

TREND #5: Amazon Posts Will Gain Momentum

As Amazon grows in size and scope, so too will its ability to influence consumer demand. In one of the biggest trends in 2023, Amazon Posts are expected to become increasingly popular with both consumers and brands as Posts have proven their ability to expand a brand’s reach throughout the platform by adding a Social Media experience that attracts the right customers.

This uptick in usage is due to Amazon’s behavior modification system (mentioned above) which rewards customers for actions that benefit Amazon, such as clicking on Amazon posts and then buying products or engaging more on the platform.

The team here at Ecom Optimization has found Amazon Posts to be a unique way to attract new shoppers and get new sales for free (ie. no Amazon ads needed).

If you’d like to learn more about the power and simplicity of this up-trending new feature, check out our in-depth article: How Can Amazon Promote Your Products (For Free)? By Unleashing the Marketing Potential of Amazon Posts

TREND #6: Amazon Stores Will Gain Momentum

As brands continue to expand their presence on the world’s largest marketplace, brands with multiple products are finding it more critical to create a unified shopping experience called the Amazon Store.

The Amazon store gives customers easy access to their entire product line without having to sift through individual listings.

Also, the lack of presence from competing products (either from ads, or placements by Amazon) and the ability to drive sponsored brand ads to Amazon stores is a major benefit for brands.

Your branded store gives you a quiet place to send shoppers via off-Amazon traffic (social, strong social media presence, email lists, ad buys) without the distraction of other products that might entice shoppers away. In your custom store customers are free to concentrate solely on their shopping experience with one particular brand, yours, instead of being bombarded by the normal Amazon shopping experience.

With all these advantages, consider building your own Amazon store in 2023, especially if you offer multiple products or product lines. The team at Ecom Optimization is always here to help.

TREND #7: Amazon’s Brand Registry Will Become More Of A Necessity

This is a big trend for 2023.

Amazon worked for years to build in brand protection measures that help brand managers and brand owners be able to safely and securely protect their brands on Amazon.

That was then…

What once started as a way to keep hackers and knock-off manufacturers from selling on Amazon, as now become a robust Suite of tools and resources that are available to any business with a trademark.

Now, there are some specific requirements for these trademarks to get into brand registry, I created a post and a video on that topic: Amazon Brand Registry Pitfall: The #1 SNAFU That Could Cost You 5 Years & $$$

But if you have the ability to secure your brand with a trademark, or already have a trademark, then Amazon’s brand registry may be open to you.

This of course means that you can stop Sellers from selling your products on Amazon without your authorization. It allows you to control pricing, as well as to control how your brand is represented on Amazon.

Amazon Brand Registry Benefits

And for marketing nerds like me… it offers a whole Suite of tools that can help you test and grow your brand. In addition to brand stores, brand sponsored video ads and, and A+ content mentioned above you can also enjoy the benefits of:

• A/B testing of titles during launch (without penalty)

• A/B testing of main images

• A/B testing of A+ content

• Ability to reply to negative reviewers

• Virtual Bundling of multiple products for testing.

• Amazon Live – Similar to QVC

Conclusion

As we head into 2023, it’s clear that Amazon is continuing to expand its reach and influence in new and exciting ways.

Whether you’re looking to optimize your product listings, leverage Amazon’s advertising platform, or explore new ways to engage with customers, there’s no shortage of Amazon account management strategies you can use to make the most of Amazon’s ever-expanding ecosystem. So stay curious, stay informed, and get ready for what promises to be an exciting year ahead on the world’s largest online marketplace.

FAQ

Q: What is Amazon’s Behavior Modification System?

A: Amazon’s Behavior Modification System is a system used by Amazon to manipulate sellers to get what they want. It’s all about what is best for Amazon, which is to make sure that you have inventory on Amazon shelves. Amazon set up the FBA system (Fulfilled By Amazon) to make sure that shoppers can get your products shipped fast. This way, shoppers can get addicted to your products and come back for more good shopping experiences, which is good for Amazon.

Q: Why is keeping inventory in stock important for sellers on Amazon?

A: Keeping inventory in stock is important for sellers on Amazon because it’s what’s best for Amazon. Amazon wants sellers to keep inventory in stock, so they don’t look bad when shoppers can’t find products they’re looking for. If a seller runs out of inventory, Amazon punishes the seller by promoting other brands that can keep inventory in stock. This is why you need to keep stock on Amazon shelves in 2023.

Q: What happens if sellers send too much inventory to Amazon’s warehouses?

A: If sellers send too much inventory to Amazon’s warehouses, Amazon will charge extra fees. Amazon will pull another behavior modification tool out of the bag of tricks and charge Long Term Storage Fees for products that sit on shelves. Amazon will punish you for having too much inventory on their shelves.

Q: How can sellers use Amazon’s Behavior Modification System to their advantage?

A: Sellers can use Amazon’s Behavior Modification System to their advantage by ethically winning on Amazon. For example, if you can keep inventory in stock, Amazon will actually reward you with extra traffic, even free traffic that Amazon pays for. It’s important to understand that Amazon’s Behavior Modification System is all about what’s best for Amazon. You can use it to your advantage by understanding how it works and using it to ethically have Amazon work in your favor.

Q: What is the Amazon Influencer Program?

A: The Amazon Influencer Program is a system that allows influencers with large social media followings to create their own Amazon store and promote products from Amazon on their respective platforms.

Q: How can brands reach out to Amazon Influencers?

A: Email communication is the best way to reach out to Amazon Influencers if you are an Amazon seller looking to collaborate with them. Craft attention-getting subject lines, add a brief introduction of yourself or your company followed by an overview of what you’re offering or why you’re reaching out, and customize each message for each influencer.

Q: How does Amazon DSP lead the way in multichannel advertising?

A: Amazon DSP (Demand Side Platform) is a system that allows you to bid on impressions for potential customers who have already expressed an interest in similar products, enabling you to target your ads more effectively. By leveraging this platform, you can use Amazon’s massive shopping data to gain access to a larger group of shoppers that are likely already interested in what you already sell on amazon, and potentially increase sales by targeting them directly.

Q: What is the move towards Premium A+ Content on Amazon?

A: In 2023, more brands are making the move away from Amazon’s outdated EBC and Classic A+ content towards the new Premium A+ Content. Premium A+ content is gaining momentum as Amazon is rapidly opening up this advanced content for free to more branded sellers on its platform. However, even though it may be easier to access, there are still considerations that must be taken into account when creating this type of content; namely making sure it is engaging and adds value for shoppers while promoting your brand identity.

Q: What are Amazon Posts?

A: Amazon Posts are expected to become increasingly popular with consumers and brands in 2023 as Amazon expands its reach throughout the platform. Amazon Posts are a unique way to attract new shoppers and get new sales for free without wasting ad dollars.