SYDNEY – September 20, 2021 – Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed.
Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82% of the possible marks against a set of criteria designed to measure how well the brands are represented on the online marketplace to maximise their sales potential. Two other ANZ brands made the top five; beauty brands Caim & Able (#2) and Antipodes (#5).
The research analysed 50 brands selling in five product categories on the site: Baby, Beauty, Electronics, Kitchen & Dining and Pet. The scoring criteria looked at aspects of each brand’s Amazon presence including product information and imagery, localised ratings and reviews, their placement in search results on their brand terms and whether they were utilising Amazon advertising to bolster their presence in organic search results.
The top five brands all achieved more than three-quarters of the available marks when we reviewed their Amazon.com.au presence:
- Zenify scored 82%
- Caim & Able scored 79%
- Fitbit and Hill’s both scored 77%
- Antipodes scored 75%
The research highlights areas where brands could improve their Amazon presence, to provide a better customer experience and likely improve their sales on the marketplace. Product and brand content and imagery are simple, but key, areas for improvement:
- 70% of brands did not consistently provide useful product descriptions;
- 50% of brands did not consistently use close-up images to show product features;
- 74% of brands had not employed product videos on any of the Amazon listings we reviewed; 14% had used on some listings and 12% on all listings reviewed;
- 68% of brands did not have A+ branded content on all listings reviewed.
Pattern’s Head of Business Development in Australia Dan Richardson said of the findings:
“It’s encouraging to see that Australian and New Zealand brands are holding their own against global competitors with an excellent presence on Amazon.com.au. However, our research also shows that there are some significant areas of improvement that most brands could make to help them sell more on the marketplace. Our scorecard is based on the best practice we have developed as one of the largest Amazon sellers in the world, and we’d be delighted to talk to brands who want to understand how to profitably grow their Amazon.com.au revenue.”
Register for our webinar on Wednesday 6th October 2021 at 10:00am AEST to hear our General Manager for Australia, Merline McGregor, run through the results, and explain how to get the most out of your Amazon presence.
About Pattern Inc
Pattern is the premier ecommerce partner to global brands helping them to deliver profitable growth through their ecommerce sites and online marketplaces such as Amazon, eBay and Tmall. With employees in 18 locations globally – including Sydney and Melbourne in Australia – we are one of the world’s largest Amazon sellers.
We act as the authorised Amazon seller to more than 100 brands, buying their stock to sell on the marketplace and taking care of every aspect of their Amazon presence. In addition, our consulting arm supports the development of brands’ marketplace strategies.
For more information, visit www.pattern.com/au
Global Head of Marketing
Head of Customer Marketing – Australia
+64 424 064 115