Report • 18.05.2020

Behind the curtain: Inside Amazon

A Frankfurt startup helps sellers to improve their ranking on the platform

"I want to successfully promote and sell my products on Amazon" - that's the goal of many sellers.

It comes as no surprise as the Seattle-based online store has evolved to become the largest e-commerce marketplace in Europe since its launch in 1994, relegating eBay and similar platforms to secondary roles in the process. 

Unlike brick-and-mortar retail establishments, the online marketplace has one distinct advantage: its shelves are never full, allowing all sellers and their products to find a space on this platform. Yet this aspect is also what can make it difficult to stand out from other competitors and improve your search ranking on the platform. To do that, you have to understand the mechanisms that drive the online retail giant. And that works best if you sell on Amazon.

Pursuing a "learning by doing" approach, the creative minds behind Amasella attempted to look behind the scenes at Amazon and learn the best ways to sell brand names and products to consumers. Peter Hart, CEO of Amasella, got things rolling by creating a search-oriented cosmetic brand. The company then added an AI-driven trend prediction engine. The products became bestsellers as a result. This has given way to the Amasella construct. The Frankfurt startup is now helping sellers to gain a foothold on Amazon and be successful. Co-CEO Valentin Bohnhardt, told us what it was like to look into the microcosm of Amazon.

Black and white photo of two men
The two CEOs of Amasella Peter Hart and Valentin Bohnhardt
Source: Karsten Socher Fotografie / www.KS-Fotografie.net

Mr. Bohnhardt, how did you decide to sell your own brands in 2015?

From the outset, we focused on using Amazon as our sales channel. After all, some trend finder data also came from the online marketplace. We also added our own online shop, which is likewise connected to the Amazon warehouse. What’s more, our supplier relationships with pharmaceutical wholesalers in Germany helped us to sell our products in pharmacies.

What insights did you gain from the analyses and what results surprised you?

Our Pythia trend prediction engine revealed the most sought-after ingredients and effects. To do this, AI evaluated the most trending online keywords people increasingly searched for over a specific period and subsequently forecasted searches into the future. For example, Pythia learned that vitamin C was coveted in skincare products. Surprisingly, Pythia also detected the favorite method of application: serum was right on-trend. Next, we decided to offer a Vitamin C Hyaluronic Acid Serum.

When and how did you realize that you now understand the microcosm of Amazon? And what were your next steps?

The Amazon microcosm is continuously evolving, prompting us to learn new things every day. However, our early start on Amazon gives us a competitive edge over other companies, vendors and service providers. We now share this advantage so others can also benefit.



Of course, this begs the question: How exactly does this benefit you as a seller? The Amasella team now uses Pythia to improve product detail pages by reflecting popular keywords and search terms. The product descriptions are based on the relevant keywords as learned by the AI tool and subsequently increase valuable traffic to your product listings on the marketplace. The applicable images are also updated and revised if necessary. Ultimately, this creates a presentation that’s tailored to the target audience and optimizes the sales approach. The design that has been adapted to keep ahead of the competition boosts your product rank and increases your sales on Amazon. This results in customers being able to find your brand and products much faster on the site.

Author: Katja Laska

related articles:

popular articles:

Thumbnail-Photo: Electric vehicles for safe on-the-go food distribution during pandemic...
28.08.2020   #food retail #delivery

Electric vehicles for safe on-the-go food distribution during pandemic

Gallery E vehicles solve food service challenges at universities and corporate campuses this fall

Gallery, the leading innovator of mobile carts for food, beverage and retail businesses, has announced a unique partnership with AYRO, Inc. and Club Car to launch a new line of electric vehicles to help bring food, beverage, and retail merchandising ...

Thumbnail-Photo: Shopping experience thanks to electronic shelf labels...
10.11.2020   #customer satisfaction #brick and mortar retail

Shopping experience thanks to electronic shelf labels

A unique customer experience at new danish gaming store

At the end of August 2020, Denmark's new gaming universe Games N 'Gadgets opened its doors to gamers and game-loving people in the center of Horsens city. Games N 'Gadgets offers everything within gaming, gadgets and computer ...

Thumbnail-Photo: World’s first convenience store retrofitted with AI technology...
14.08.2020   #video surveillance #video cameras

World’s first convenience store retrofitted with AI technology

Standard Cognition to provide Circle K with autonomous checkout

Standard (“Standard Cognition”) announced that Alimentation Couche-Tard, a company that operates close to 14,500 convenience stores worldwide, including under the global brand Circle K, has selected Standard to pilot touchless, ...

Thumbnail-Photo: SPAR grocery store embraces new technologies...
23.09.2020   #digitization #app

SPAR grocery store embraces new technologies

The store has implemented Delfi Technologies' cloud solution and mobile app to manage the store's electronic price tags

This year, the co-operative association Tikøb could celebrate its 100th anniversary. Today, the SPAR grocery store in Tikøb is one of the stores in the chain that is at the forefront when it comes to implementing new technology. Most ...

Thumbnail-Photo: New SALTO Neo Cylinder Microsite
11.09.2020   #access control #access control systems

New SALTO Neo Cylinder Microsite

Overview of main features and benefits

To enable potential users to discover more about its SALTO Neo electronic cylinder SALTO Systems, a leading manufacturer of electronic access control solutions, has launched a new microsite dedicated to the product.The compact SALTO Neo Cylinder is ...

Thumbnail-Photo: Pricing with agility at Conrad Electronic
03.11.2020   #electronic shelf labels (ESL) #price labels

Pricing with agility at Conrad Electronic

Managing flexible prices with digital shelf label technology

As one of the leading European distributors of electronics and technology, it is important for Conrad Electronic to show the right price at the right time. The retailer has therefore implemented Delfi Technologies’ automatic pricing solution ...

Thumbnail-Photo: Zebra Technologies to acquire Reflexis Systems, Inc....
10.08.2020   #POS communications #workforce deployment

Zebra Technologies to acquire Reflexis Systems, Inc.

Acquisition helps Zebra empower every worker at the edge to execute the best next action

Zebra Technologies Corporation (NASDAQ: ZBRA), an innovator at the front line of business with solutions and partners that deliver a performance edge, today announced it intends to acquire Reflexis Systems, Inc., a ...

Thumbnail-Photo: Denmarks first sustainable DIY store has great success...
30.10.2020   #sustainability #electronic shelf labels (ESL)

Denmark's first sustainable DIY store has great success

Electronic price tags provide price and product information

In February 2020, STARK opened its doors to a whole new and sustainable DIY store in Hørsholm (Denmark), which will make it easier for customers to build sustainably. The store has got a flying start despite Corona and general restrictions in ...

Thumbnail-Photo: Smart solutions for the retail of tomorrow
28.09.2020   #video surveillance #video cameras

Smart solutions for the retail of tomorrow

Increase sales in retail?

Use intelligent technologies to set the right buying impulses at the stationary PoS by continuously adapting advertising messages to the situation in real time.Learn more about it in the video! ...

Thumbnail-Photo: Chefbot delivers personalized recipe recommendations...
15.10.2020   #e-commerce #artificial intelligence

Chefbot delivers personalized recipe recommendations

AI Twitter tool that “helps cooking” based on ingredients

The Kroger Co. launched the first generation of Chefbot, its AI-powered Twitter recipe tool that helps users' pair the groceries in their fridge and reduce food waste by providing mealtime inspiration and personalized recommendations.Developed ...

Supplier

SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen