Beauty brands are stepping up their growth and glamor factor across multiple channels, through Amazon – and according to digital agency ReCommerce, the platform is poised to take these brands to the next level.

At the WWD Beauty CEO Summit, the “Making Amazon Click for Beauty Brands” conference, moderated by Taylor Hamilton, CEO and co-founder of ReCommerce, an Amazon accelerator that works with brands in the beauty and personal care industry, presented explained how businesses can use the platform to increase sales in physical stores, direct-to-consumer channels, and on Amazon itself.

ReCommerce helps brands take control of their platform presence and achieve their strategic goals – and as an Amazon bestseller, ReCommerce has over 300 people dedicated to accelerating partner businesses and prides itself on proven success in space.

When Hamilton founded ReCommerce, his goal was not to dominate Amazon, but rather to help brands create a holistic strategy on the platform that works in conjunction with physical and d-to-c businesses to generate revenue. growth on all three channels.

Hamilton explained that his point of view makes him uniquely qualified to lead the discussion. Coming from a brick and mortar background where he owned a specialty retail chain, he “saw firsthand the challenges Amazon can create for both brands and brick and mortar retailers. mortar”.

About a third of all internet beauty sales are made on Amazon, and that number is growing every year, according to data from ReCommerce. Hamilton said it all comes down to the fact that brands have full control over the platform, which allows them to decide on import items such as the appearance of content; customer interaction; the use of Amazon data for customer acquisition; packaging and shipping products, and even gain insight into the unboxing experience.

“Amazon is a marketplace, but it’s also a quasi-d-to-c platform that has the built-in advantage of being prepackaged with 200 million customers each month, and the ability to leverage the largest and most comprehensive first -part purchase data available globally for advertising to new customers, ”he said.

Analyzing over 300 of the best Specialty Beauty brick and mortar retail stores, ReCommerce found that 89% of these brands are currently sold on Amazon in one way or another, but only 48% of them. have ‘managed capacity’, meaning their presence is managed in one way or another, and about half of brands have ‘unmanaged capacity’ or no control over aspects such as presence, content, pricing or strategy.

Brands can take control of Amazon through six key areas: optimizing content or optimizing creatives on Amazon to align across multiple channels; catalog, creation of digital content optimized for Amazon and “pepper” keywords in listings so that brands can “win” on Amazon advertising; market support, which enables brands to access, operate and strategize with exclusive Amazon buyer data; advertising, to link creativity to the use of buyer data for the acquisition of new customers; trademark protection, which includes benefits such as the elimination of counterfeits; and logistics, or being ubiquitous where and how customers want to buy products.

To sum up, Hamilton said, “Brands that truly rely on Amazon for its strengths have had huge success on the platform, accelerating growth, while simultaneously accelerating growth through their physical channels and sales sites. direct to consumers. – All at the same time. “

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