Amazon Seller Central Experience
Brydge
Roughly half of Brydge's online revenue came from Amazon. As a result of the higher revenue contribution, I spent a lot of time in Amazon Seller Central:
- After noticing a significant delay in replenishing product that was going out of stock, I devised an ordering system that helped calculate the expected time to stock out compared to the expected time to replenish. This process helped improve our Best Sellers Rank, allowing us to more effectively win the buy box.
- After developing a P&L for the online business, I noticed a concerning trend on very high return rates. By investigating, I found this to be specific to certain products on Amazon. By reviewing return reasons and other customer comments and reviews, I was able to direct a complete rebuild of this products detail page, complete with new image and video assets, which resulted in significantly lowering the return rate.
Cariloha
Among the online channels that I had responsibility for - DTC website, marketplaces, and eTail drop-shipping - Amazon represented about 15%.
- Initially outsourced to an Amazon agency, I quickly took control due to lagging performance and helped turn around the go-to-market process for new product launches.
- After reviewing several agencies and in-house options, I made the strategic decision to shift to a wholesale model with Pattern, an ecommerce accelerator solution better positioned to provide streamlined inventory replenishment, ads management, and product detail marketing solutions.