Matt Snyder is the Vice President of Online Retail at Vari, a company that provides office furniture and offers space-as-a-service workspaces. As a revenue generator, he has over 15 years of experience growing DTC, B2C, and B2B companies within the eCommerce space and Amazon’s marketplace. Matt focuses on building long-term growth by developing alternative sales channels and product lines that complement overarching omnichannel strategies. Before Vari, he was the President, Co-founder, and a board member at Lovepacs and the eCommerce Account Manager at Woot.
Studies show that 66% of all customers begin their product searches on Amazon, making it a growth opportunity for brands. Yet, selling on Amazon involves risks, including unauthorized sellers and keyword and product cannibalization. So, how can you develop a strategy to protect your brand?
According to Matt Snyder, there are costs to selling both on and off Amazon, so connecting with the customer to generate brand awareness and mitigate competition is paramount. Amazon offers tools such as DSP for brands to develop content and purchase ads to reach target audiences, analyze key metrics, and drive conversions. To protect against cannibalization, you can offer exclusive products on Amazon with a broader catalog on your website.
In this episode of The Digital Deep Dive, Aaron Conant welcomes Matt Snyder, Vice President of Online Retail at Vari, to talk about the costs and benefits of selling on Amazon. Matt describes how to build brand awareness and limit unauthorized sellers and cannibalization, the Amazon advertising tools and strategies brands should leverage, and the importance of developing partnerships to optimize brand awareness.
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