Is Amazon Right for Your Digital Business | Jon Tilley
Covid has massively accelerated the growth of eCommerce and now budding and seasoned entrepreneurs alike are wondering how to approach 2021. Amazon may seem the most obvious route to market but is it right for your digital business?
Matt Edmundson talks to Jon Tilley, a successful entrepreneur & Amazon thought leader, with the aim to understand if and how Amazon is supporting the self starters and SME businesses.
Jon has spent 15 years working as an account director & strategist for some of the top digital agencies in LA, London and Johannesburg before starting his own business, ZonGuru.
I’m just starting out, should I consider selling on Amazon?
When you are first starting out in eCommerce there are clearly different paths that you can go down. You can create your own eCommerce store or you can become a third party seller on a range of different platforms. Amazon being just one of them.
Depending on your product, Jon Tilley recommends starting out on Amazon:
Amazon is a great place to start … because if you look at any eCommerce platform, whether it's Google or Shopify, your conversion rates are in the few percent. Whereas on Amazon, you can get a conversion rate of up to 20% because anybody landing on your page is literally there to convert.
— Jon Tilley
How can I be a successful seller on Amazon?
As with selling on any platform, to be successful you have to do thorough product research and market research so that you can nail your optimisation strategy.
Jon Tilley highly recommends that for successfully selling on Amazon you need to carry out niche research. People are definitely shopping for branded lifestyle products on Amazon but Jon suggests finding a niche within a niche is far more profitable.
There's so much traffic and so many people going on Amazon and if you can identify your right avatar, and you can provide a niche focused product that matches that avatar, you will have a lot of traffic and that’s a million dollar product just there.
— Jon Tilley
The approach to Amazon is to get through a few layers of general products to find the niches that are less competitive and identifying that very targeted product.
Despite all the stories and articles about easy ways of making money, there are in fact no easy hacks. Selling on Amazon doesn’t mean you can throw a few yoga mats on and make millions.
When it comes to selling on Amazon you have to go at it from the same perspective as you would when starting any other business. You have to put in the time, effort and consideration into what you are creating. If you approach your Amazon business with good business acumen and strategically grow your business without trying to take shortcuts you can build a solid, scalable business.
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