When the pandemic hit, Amazon brands across categories saw a huge drop in sales. The following year, sales skyrocketed as the world adjusted and people rapidly embraced online shopping. Now, brands in the fashion and apparel categories are seeing conversion rates go up by 29% compared to the previous year. However, there are still common challenges restricting apparel brands from reaching their full potential.
So, what are the best ways fashion and apparel brands can improve their Amazon strategy and drive growth?
The first step to optimizing content is planning out your strategy. You need to think about what will make the biggest difference in sales conversions. Nicole Reich of Retail Bloom suggests starting with product availability and profitability: segment your evergreen, seasonal, and discontinued products, and arrange them from highest to lowest margins. From there, you can focus your strategy on products with high retail value, which will most likely be your evergreen products.
Next, ensure you’re in the right category. Execute a competitor analysis to see which top-level category you should be in. Why is this step important? Sometimes, Amazon will place you in a category that doesn’t make sense, which could significantly impact your ranking on Amazon.
Once these steps are complete, you can begin implementing your content optimizations. Take those high-profit products and optimize for SEO, back-end attributions and subcategories, imagery and video, and product merges.
According to Nicole, product merges may be the most useful hack. “You don't want it to be overwhelming, where you just merge everything,” Nicole says, “but there is a lot of opportunity to look at your catalog as a whole and start to decide how you want to merge like products.”
NYDJ, one of Retail Bloom’s clients, is a large brand in the women’s denim category. In their Amazon listings, they have a specific style of pants called the “Sherry.” Within this style, they have slim, cropped, and flare jeans, among other variations. NYDJ had different product detail pages for each style variation, which led to fewer ratings and challenges with new styles and colors getting buried.
So, Retail Bloom took all of these evergreen variations and merged them together, placing them on one product page with different thumbnails so that consumers can easily browse other style variations. This product merge boosted views overnight for all of the Sherry products and improved product rankings overall.
Brands should make it a priority to refresh advertisements and creative assets consistently. Look at SEO and keyword trends to help you set up ad groups and campaigns. Additionally, you should update campaigns by season and use branded terms to promote new product launches.
If you want to increase ROI, sponsor display campaigns are the way to go. DSP has specific KPIs and can be expensive, but sponsor display campaigns give you the ability to target on or off Amazon, get creative with lifestyle imagery, and work with products that have many variations.
Fulfillment options can be tough with various SKUs and outliers. What do you do with products that don’t make sense for FBA?
Retail Bloom’s local selling and buy online and pick up in store (BOPIS) tools can help. The BOPIS tool is great for brands who don’t want to be on Amazon for fear that they’ll drive traffic away from their brick-and-mortar store. With this tool, brands can generate traffic on Amazon but still direct consumers to physical stores.
Available for both 1P and 3P brands, the local selling option gives brands the ability to set up one-day or two-day delivery options by region. Sellers can leverage their own delivery trucks or 3P carriers. This is a great solution for getting your entire catalog live without putting all products in FBA.
Taking on these tasks alone is a lot of work. That’s why Retail Bloom is providing tools like these to help brands plan, scale, and improve the customer experience.