Amazon's new 'Top Brand' label should make the marketplace more attractive to consumers and big brands — but might alienate smaller sellers:
Here's what it means:
If Amazon expands the Top Brand label beyond this test to its full marketplace, it should become more attractive to both consumers and big brands, but might alienate smaller sellers. Designating top brands may drive more consumers searching for products on Amazon to make purchases. Two-thirds of US consumers who have made a purchase on Amazon in the past two years typically start their search for new products on Amazon, per afrom Feedvisor. This gives Amazon a tremendous base to win sales from but, given the number of products on its marketplace, some consumers may be overwhelmed and unable to decide.
The new label could also make Amazon's marketplace more enticing for bigger brands that have previously chosen to avoid it. Brands like Nike avoided selling on the marketplace for many years, and while Nike eventuallya deal with Amazon, some brands, including high-end fashion and beauty brands, are still not on the platform due to concerns about hurting their prestige and competing with resellers and counterfeits.
But the Top Brand label could hurt smaller sellers' sales on Amazon's platform. Smaller sellers may have a tough time receiving the Top Brand label since Amazon's requirements appears to be obscure. Amazon toldthat the Top Brand label highlights brands that customers love, but it didn't go into further detail about the criteria.
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