Pitching Amazon

Many shoppers only trust Amazon. So it makes sense let your site visitors know you also sell on Amazon. But, leatherhoney.com advertises their Amazon availability right on their homepage:

Leatherhoney.com_Amazon.png

The shopper is already on your site. So, does this strategy make sense to you? Am I missing something?

There are literally 8 references to Amazon on just their homepage (see listing):

Leatherhoney.com_Amazon1.png

Leatherhoney.com_Amazon2.png

Leatherhoney.com_Amazon3.png

Leatherhoney.com_Amazon4.png

Leatherhoney.com_Amazon5.png

Leatherhoney.com_Amazon6.png

Leatherhoney.com_Amazon7.png

Leatherhoney.com_Amazon8.png

In my view, if they really didn’t want to miss a single Amazon sale they should do 2 things:

1: Mention Amazon on product pages. No need for shoppers to see Amazon reference moment they land on site.

2: Show this popup message when shoppers click Amazon call-to-action:

We are a small family business and we’ve been creating leather care products right here in the US since 1968. If every American spent $64 on something made in America, it would create 200,000 new jobs.

We totally understand the convenience of buying from Amazon. If you buy from us you’ll pay the exact same price but we’ll get a little more. And we want to use that to create more American jobs.

                                [Proceed to Amazon] button               [Close] button

4 thoughts on “Pitching Amazon

  1. Hmmm – my two cents:

    I would go to an online store (vs. marketplace like Amazon or Etsy or Ebay) ONLY if there were a compelling reason for me to do so (customized product, unique brand, cause based product/service etc.).
    So for Leather Honey to spend money on marketing to generate traffic for a product that doesn’t have that sort of attraction probably might not make net economic sense (after factoring in the AMZN charges) – Amazon (8 reviews notwithstanding) is potentially generating more sales per $ than their own web store.

    They are probably transitioning over to an Amazon only selling platform hence the equal billing?

    However, yet another interesting observation!

    • Hey Shreya. Love your comments.

      Shreya: Amazon (8 reviews notwithstanding) is potentially generating more sales per $ than their own web store.
      Rishi: Very likely. That said, as a marketer, I feel they could generate more sales on their own site.

  2. Top selling on Amazon is a social proof and conversion builder.

    Amazon invariably has a significantly higher conversion rate than any other site, because people already know and trust it.

    55% of ecommerce searches already start at Amazon.

    I know I often look to see if something is also available on Amazon when I am ready to buy it, because Amazon has my credit card already, Amazon has Prime shipping so I know I’ll get it and Amazon has a known return policy if it sucks.

    The site might be more of a “manufacturer’s site” anyway that was never intended to really sell much, because Amazon is their primary sales channel.

  3. That’s a good point. But why mention the Amazon option right on homepage? Why not wait for that shopper to drill down on product page level? I mean, make more of an effort to sell on your own site. Right?

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