Amazon and DTC: Developing an Omnichannel Strategy To Meet Customers Where They Are

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Amazon and DTC: Developing an Omnichannel Strategy To Meet Customers Where They Are

With Amazon as the leading digital marketplace, brands are looking to optimize sales on its platform. Historically, sellers have developed separate budgets, goals, and advertising strategies for Amazon and DTC, creating silos and cementing the reputed digital divide between channels.

However, “Over the last six months…36% of the Amazon users going to product detail pages actually come from offline sources,” says Blue Wheel’s VP of Sales and Marketing, Nicole Reich. This indicates that consumers are either directed to Amazon by influencers or start their searches on other websites.

So how can you integrate your Amazon and DTC efforts to develop an omnichannel strategy that enhances the customer journey?

Leveraging Marketing Efforts and Customer Lifecycles To Optimize Your Omnichannel Strategy

Merging Amazon and DTC channels helps establish comprehensive marketing tactics that maximize visibility on both sites. Segregated advertising limits your efforts to one channel, hindering sales and compromising storage and revenue. Tayler Carpenter, Blue Wheel’s VP of Advertising, speaks to the significance of combining strategies: “By having one large macro marketing calendar and one large macro budget and marketing initiatives, we can start putting together the pieces that will make up the larger plan that allows you, as the brand, to have more control and an understanding of what’s going on in…your marketing, business, and omni-commerce.”

Customer lifecycle data is a valuable DTC marketing tool for cross-promoting Amazon products. For instance, when DTC customers sign up for your email list, and you capture their mobile numbers, you can send text messages to promote new product launches, deals, and inventory restocks on your Amazon site. One in three shoppers prefer receiving texts to emails, and 73% have made a purchase after obtaining one; leveraging DTC communication helps grow your Amazon brand.

How Brands Can Utilize TikTok To Promote Products on Amazon

TikTok is dominating the social media landscape, and many younger consumers begin their searches on this platform, making it a fundamental advertising tool. Maximizing product discovery requires regularly appearing on numerous “for you” pages — a user’s curated algorithm — by including the hashtag Amazon on each video. When you optimize videos with appropriate hashtags, TikTok categorizes them to display relevant content related to individual searches.

The ultimate goal when advertising on TikTok is to become viral, boosting conversions and sales on your Amazon site. Yet this can lead to inventory shortages, so it’s crucial to incorporate DTC with your Amazon store as an alternative for fulfilling product demands.

How Buy With Prime Helps You Combine Amazon and DTC

Amazon’s Buy with Prime option is evolving to accommodate omnichannel capabilities. When employing this program on your DTC website, consumers can purchase products using their Amazon information and receive two-day shipping, creating a familiar and seamless customer experience. Additionally, Buy with Prime enables brands to leverage Amazon fulfillment centers to fulfill both DTC and Amazon orders, thereby consolidating multiple channels. A Buy with Prime strategy may increase conversions by 25% and drive additional traffic to your website.

By recognizing and forming a correlation between DTC and Amazon operations, you can acquire additional customers and boost sales to expand your business.


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BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

Guest's Company Profile

Blue Wheel (Formerly Retail Bloom)

Retail Bloom recently merged with Blue Wheel to form one of the leading Omni-Channel Digital Commerce Agencies, with over $1 Billion under management across its clients.

Connect with Blue Wheel (Formerly Retail Bloom)
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