Does selling on Amazon diminish my brand’s prestige?

Business owners sometimes state that selling their products on Amazon would not be good for their brand’s image.

The idea behind this is that by offering your product so widely to consumers, together with thousands of others online, your brand’s perception is damaged.

Practically speaking, this could happen if your product is sold in a poorer quality online, or much cheaper. However, resellers exist whether or not you will be on E-Commerce… And by registering your brand on Amazon, you can take control of your online presence. *See what ChatGPT thinks about this below.

Yet another reason that some business owners believe in this may relate to wanting to control the supply of their luxury products. Perhaps akin to De Beers diamond company which maintains an artificial scarcity of diamonds to keep prices high. This unfortunately makes sense for De Beers, and perhaps also for special brands like Louis Vuitton. But these are peculiar cases… E-Commerce makes sense for basically every business, which is blatantly apparent by the size of the market and the level of participation.

It’s difficult to try to name a successful business without online sales… Therefore, most business owners are not susceptible to this view, and this post applies only to a minority.

Let’s call it a frustration piece at great brands that could be even grander if they dominated their E-Commerce opportunities…

Check out our other article where we explain four (misguided) reasons that hold businesses back from E-Commerce expansion.

*ChatGPT’s answer here is quite good compared to our experience and research. These seven strategies are completely covered on Amazon and by our expertise.

Selling your products online through eCommerce doesn’t necessarily diminish your brand quality, especially if it’s done thoughtfully and strategically. Here are a few considerations:

1. Maintain Consistency: Ensure that your online presence reflects the same level of quality, sophistication, and brand image as your brick-and-mortar stores. This includes having professional product photos, elegant website design, and clear branding elements.
2. Controlled Distribution: You can maintain your brand’s exclusivity and premium image by controlling the distribution channels online. This might involve selling exclusively through your own website or partnering with select online retailers that align with your brand’s image.
3. Customer Experience: Focus on providing an exceptional online shopping experience that mirrors the personalized service customers would receive in your physical stores. This could involve offering personalized recommendations, excellent customer service, and hassle-free return policies.
4. Limited Editions or Online Exclusives: Introduce limited edition products or online-exclusive collections to create a sense of exclusivity and urgency among your online customers.
5. Brand Storytelling: Use your eCommerce platform as an opportunity to tell the story of your brand, its heritage, and what sets it apart. Engage customers with compelling content that reinforces your brand’s high-quality image.
6. Quality Control: Ensure that the products sold online meet the same high standards as those sold in your brick-and-mortar stores. Consistency in product quality is essential for maintaining your brand’s reputation
7. Marketing Strategy: Develop a sophisticated digital marketing strategy to target your desired audience online while maintaining the premium positioning of your brand. This might involve leveraging social media platforms, influencer partnerships, and targeted advertising campaigns.

Overall, selling your products online can complement your brick-and-mortar retail presence and expand your reach to a wider audience, as long as you approach it strategically and maintain the integrity of your brand image.

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