Avalanche Industries Guest Blog: The Secrets to Expanding Your Brand

Essential Online Presence

Amazon is the largest internet-based retailer in the world. They have retail websites for 15 different countries and the ability to ship worldwide. With that kind of exposure, it only makes sense for retailers to have their products listed on the website. Brick and mortar appeals to local consumers and independent websites are great for brand presence and consistency, but for a retailer interested in volume, Amazon is the key.

Here’s the catch. Amazon can be a multifaceted and challenging experience requiring attention from a full-time team. For this reason, many brands and distributors partner with third party retailers who dedicate their time to maintaining brand integrity and value product by product. This gives retailers the time to work on their brand and product line on an intimate level while teams like Avalanche handle the Amazon storefront in a variety of ways.

Getting Your Products Noticed

Amazon has very specific algorithms for what products appear when you’re browsing. One of the factors is a product’s sales rank, based on the frequency with which that product is purchased in comparison to other products in that category. Items that are brand new to the marketplace will not have a sales rank yet, and items that are not properly managed can often have a poor sales rank. Even if you’re selling the most useful or stylish item, your rank can keep you from getting anywhere.

Partnering with a business like Avalanche Industries will ensure that your product is seen. We have a whole team dedicated to just advertising your products. We run campaigns so when people search related products, regardless of previous sales volume or reviews, your product can appear at the top or bottom of the page. Sometimes a sponsored advertisement will appear on the actual page of a related product.

Perfecting the Production Process

Companies like Avalanche also get your products noticed with proper listing optimization. They employee in house photographers, copywriters, videographers, and graphic artists to ensure that each product is displaying at its full potential. We shoot the product both in studio and take it on location to get the full spectrum of uses and looks. When we sign an Exclusive Partner we generally optimize 10 to 20 listings upfront. That’s anywhere from $15,000 to $20,000 in complimentary production services that we offer our clients, showing our partnerships how seriously we take our relationship and our dedication to long term success. With proper titling, keywording, and descriptions, your product is searchable and enticing to consumers. The benefit of partnerships between brands and third party retailers can pay for itself instantly with production services alone.

Our lead photographer, Chris Vendetta, explains the importance of brand consistency. “As a consumer when I find a great product, then go to Amazon and I see poor images, iPhone box shots, I doubt what I am getting. I worry if it’s a knock-off. I worry it was used. Data shows that doubt on the consumer end will cost you sales long term.” With a production team, associates work with their brand and reps to identify what should be showcased about their brand as a whole, as well on the product level to ensure consumer-friendly consistency.

Maintaining Brand Integrity

Anyone who has optimized a listing on Amazon knows that the most painstaking tasks are getting your images, copywriting, or videos to show on the page. Once it shows, there’s no guarantee that it will continue to show, so essentially all of that production work was for naught. Third party retailers often have their own departments dedicated to maintaining the listing to show all of the production work.

Occasionally when information falls off a product or it receives a bad review, Amazon will take the listing down. These teams also catch any inactive or suppressed listings to fix them and get them up and running again for consumers to see. Avalanche has its own in-house proprietary software to catch any listing issues, so our teams can fix them immediately.

Shaped Up and Shipped Out

Amazon has a variety of packing, shipping, and labelling rules and regulations for a product to be considered sellable. Your brand’s packaging, no matter how creative or stylish, might not be up to code for Amazon. Third party sellers like Avalanche have fully equipped shipping departments where your products can be expertly prepped, packed, labelled, and shipped under all fulfillment standards.

Avalanche currently has a total of 58 full-time employees, as well as a number of temporary and part-time employees. They are in teams or managers, preppers, shippers, receivers, and issues-staff, and work in three large industrial warehouses. With all efforts combined, Avalanche ships about 350,000 units and over 300 pallets per month. Most retailers do not have the capacity to do all of the shipping and labelling while producing their own line of products, which is why partnering with a third party retailer can be immeasurably beneficial.

All of the Opportunities with None of the Work

Third party retailers are the perfect option for companies that want all of the volume of listing on Amazon without any of the effort to maintain listings. Companies that partner with Avalanche can maintain their brick and mortar store and work on expanding their brand while third party retailers like Avalanche handle their day-to-day business with Amazon. We take optimization and upkeep of your plate so you can focus on what you do best. It just takes one more pallet and one more invoice to send, allowing for maximum return on investment.

-- Michele Snead
Inventory Manager & Lead Copywriter | Avalanche Industries