How Premium Brands Win in Price-Sensitive Amazon Categories

Across categories on Amazon, inexpensive competition from foreign brands puts even well-positioned premium brands on the defensive. For those premium brands to win, their greatest competitive advantage is found through a product-by-product approach. By utilizing specific Amazon data, brands can effectively optimize product page content, pricing, and the relative value of each targeted search term based on that product’s most direct competitors on the search page.

This session will provide attendees with a detailed overview of constructing competition-aware metrics, data around why those matter when it comes to ASINs holding their best-seller rank, putting these findings into practice on Amazon, along with strategies for successfully leveraging brand-building options on Amazon to supplement these efforts.

Primary Learning Objectives:

1. Learn the data behind why optimizing based on adjacent products in Amazon search results is an effective strategy for premium brands
2. Understand how to calculate relative, competition-aware Amazon metrics for each product in your catalog
3. Develop a holistic strategy for growing brand affinity and sales volume in the face of lower-priced competition