Я начал продавать на Amazon, но переживаю, что клиенты перестанут делать заказы на моем сайте. Как лучше управлять продажами между платформой и собственным интернет-магазином? Есть ли у кого-то похожий опыт?
We dealt with this same issue with a lifestyle brand last year. The game-changer was treating Amazon as our discovery engine and our website as the premium experience. We put exclusive bundles and early access on our site, let Amazon handle the high-volume stuff. Social listening showed customers actually loved having choices - they’d find us on Amazon but come back to our site for the full brand experience and loyalty rewards.
I worked on a campaign for an electronics brand where email segmentation made a huge difference in balancing sales between Amazon and our site. We set up separate automation flows - Amazon buyers received emails about exclusive website features and perks, while direct customers heard about early product launches first. CTR jumped 40% because we matched the messaging to how each group actually shops.
Had a skincare client where we ran different products on each channel. Amazon got the ‘discovery’ SKUs at competitive prices, while our site had premium bundles and subscriptions with better margins. We pulled Amazon’s ad data to find our best search terms, then used those same keywords in Google Ads to drive traffic back to our site. CPA dropped 30% in two months.
Last year on a dual-channel case, Amazon’s search term reports became absolute goldmines for our owned-site SEO. We found high-converting Amazon keywords that showed zero search volume in traditional tools, then built site content around them. Result? Organic traffic jumped 45%. Basically turned Amazon into our keyword research lab for understanding what customers actually want.