Selling products online is increasingly difficult due to the growing competition eSellers face. That is why sellers today continually seek new ways to differentiate their products and make their brand stand out.
For eSellers that sell their products on Amazon, being a part of the Amazon Exclusives program is a great way to do that. The Amazon Exclusives program was designed to help brands showcase distinctive products and boost sales.
If you are thinking of joining the Amazon Exclusives Program, continue reading below to see what the advantages and disadvantages of the program are, who the program is for, and how it can help your business.
What is the Amazon Exclusives Program?
Amazon Exclusives Program was created in 2015 as a way to provide consumers with access to new products and brands. In 2018, the Exclusives brands generated over $7.5 billion, and by 2022, Exclusives products are expected to generate over $25 billion in sales.
Since then, the Amazon Exclusives Program has grown exponentially and today has over 275 brands that are exclusive to the Amazon marketplace.
Today Amazon Exclusives is a source for consumers to discover distinctive products that cannot be found anywhere else. Because of this, it is a top source of revenue for sellers with their own brands and product lines looking to boost their brand awareness and revenue generation on the Amazon marketplace.
Who is the Amazon Exclusives Program For?
Sellers that want to participate in the Exclusives Program must be the brand owners and be a part of the Amazon Brand Registry. They must also meet minimum performance metrics including having a low order defect rate and cancellation rate.
The most important thing for sellers looking to join the Amazon Exclusives Program is that they have products that are truly innovative and unique to their marketplace. As Amazon wants to uphold the Exclusives corner for end users, they will only select products that fit the Exclusives profile.
To join, sellers must agree to sell their product exclusively on Amazon for a minimum of six months. Additionally, sellers must agree to pay Amazon a 5% premium above the category fee for all products that are part of the Exclusives Program. In exchange for the exclusivity, Amazon helps third-party sellers protect their brand by restricting other sellers from selling those products.
What Benefits Do Sellers Get From Joining?
It is in Amazon’s best interest that products in the Exclusives program sell in higher quantities. Not only does this help position Amazon as a top source for innovative products in the eyes of consumers, but it also boosts their revenue generation.
As a result, Amazon provides third-party sellers with multiple advantages including:
- Spotlight on the Amazon Exclusives Page – The Amazon Exclusives page is a top clicked page by consumers and can help expose brands to new audiences.
- Addition of Product Videos – Amazon Exclusives Program sellers can add product videos in the product listing where they can share their brand story, key differentiators, product benefits and more.
- Exemption from Deal of the Day Fees – Amazon’s Deal of the Day is a top source of revenue for sellers, however, it comes with a hefty fee. Exclusive Program members get fee exemption for up to 10 deals per month.
- Fulfillment by Amazon Prime – Amazon Prime ensures rapid delivery without the added cost, making it a clear benefit for Exclusives Program members who can get their product to their customers’ doors quicker and with fewer logistics to worry about.
Amazon also protects products in the Amazon Exclusives Program by ensuring that other sellers are unable to sell Exclusives products on the Amazon marketplace. Doing so helps sellers with proprietary items retain their market leader position and establish a strong brand identity with customers.
How Does Amazon Exclusives Help You Grow Your Business
As mentioned above, it is in Amazon’s interest to increase the sale of Exclusives Program products, which is why the Exclusive Program provides sellers with tools to enhance their brand and boost awareness with potential consumers.
All Amazon Exclusive sellers are connected to a personal brand development manager that coaches them on how to build their brand story most efficiently and how to leverage the power of the Exclusives program to their benefit.
Amazon consultants and experts provide Exclusives Program members with guidance on how to grow their business in a way that ensures the product identity and seller brand is upheld.
Amazon Exclusives sellers are also able to get one-on-one sessions with sponsored ad specialists that help them create custom ads to launch new products and showcase their existing ones in the best way possible.
The Amazon Exclusives program is not for everyone. The commitment to exclusivity might be off-putting for some third-party sellers that want the freedom to sell their products on other marketplaces. Sellers that have a low-profit-margin may also want to stay away from the Exclusives Program due to the increased fee Amazon charges.
Despite these disadvantages, the Amazon Exclusives Program is a great place to showcase new products and help new brands stand out. For sellers looking to grow their business and expose their product to over 300 million active users, the Amazon Exclusives Program is a top choice. Not only will sellers get access to Amazon experts, but they will also enjoy maximum exposure and product protection.
The application for the Amazon Exclusives Program is found in the Amazon seller central and is available for professional sellers in good standing.
Amazon Exclusive Program members looking to maximize revenue generation and optimize payment flow should use the leading Payoneer payment processing solution.