More publishers have charged into commerce looking for new revenue. Most have gone straight into the jaws of Amazon. Amazon pulls many in with its convenience and is an addictive partner. Some publishers, Amazon represents upward of 80 percent of their affiliate commerce revenues. This has caused many publishers trying to think of a way to Amazon-proof their e-commerce strategies. Here are some advice and opinions that we have.
Use Audience to Personalize Data
Aram Zucker-Scharff who is a digital ad engineering director at The Washington Post said “The advantages of publishers building gateways [for commerce] is they know their user base better.” He also added, “Amazon has to be very general because they have to serve everyone. If you know that your readers are very interested in a particular thing, you can customize that experience in a way that caters to them.” Publishers can also use the information collected from audience taxonomies and form article recommendations to also better understand product recommendations.
Embrace The Role As An Authority
Amazon is a e commerce platform many of us are familiar with. Its a place where many go to purchase something they’ve even wanting to buy or they are just scratching through the surface of curation. This just gives the publishers which have gained readers’ trusts an advantage. Jacqueline Wladis, the director of partnerships at Keep.com said that “It’s all about curation”. “They’re coming to you as a top-of-funnel publisher because they want new suggestions.”
Tell Products Stories
A lot of brands are still cautious when it comes to e commerce giant Amazon, and that they might be behind in all of Amazon’s fame and glory. Jack Jia, the founder of Musely said that “democratization of product making” gives all publishers an opportunity.
“Think of how many different kinds of bottled water we drink now. There’s audience for each of these makers. But those stories need to be told before someone wants to buy one of those products,” he added. “The Walmarts and Amazons of the world struggle to do that.”
Using Apple Pay To Your Advantage
One of the main reasons why publishers end up attached to Amazon, is because of its convenience it offers its consumers. There are more than 40 million people who use the Amazon iPhone app every month, and over 1.5 million new people download the app every month.
Majority of publishers are not willing to direct their readers to a different retailer or retailers, which have a smaller number of app installation and may have a more time consuming and difficult checkout process. Whereas, Apple Pay offers its users with a quick and convenient check out system, which will definitely ease the friction.
According to CTO Jake McGraw who spent 5 years at Refinery29, most shoppers are more time sensitive compared to price sensitive. It would be best to offer your customers a checkout system that is easy and fast.
Originally published by DigiDay, written by Max Willens on the 29th September 2017