6 ways that duplicate product listings can affect your brand on Amazon
You might remark that as long as your brand is being sold, you don’t care if there are duplicates. After all you are still making a profit on Amazon but imagine how much extra you could make. Brand exposure means nothing if you don’t get to reap the rewards and you might come to see duplicate listings more like a virus once you realise just how it is affecting your brand online. Here are 6 ways in which a duplicate listing has or will affect your product online if you don’t act fast!
- Inconsistent/bad branding – Imagine putting in time and effort creating amazing A+ content and it goes to waste because consumers are looking at a duplicate listing with little if not any information on the page. What if the information it did have was out of date or just plain wrong? Consumers might blame you because it is your brand being sold. Amazon is all about providing the best possible customer experience through your listing page and a duplicate listing can destroy your reputation for this both on the site and even offline.
- Dilutes sales – Customers may buy your product from a duplicate listing meaning you would miss out on sales that you otherwise would have benefited from. This is especially true if you have have the buy-box of the original listing.
- Spreads out and dilutes reviews – Reviews are a vital part of Amazon’s search algorithms, the higher the rank and the more reviews you have the more likely your product will appear near the top of the search listing and thus increase sales conversion. If a duplicate listing is taking sales away from your product that could mean less reviews too. Moreover, if the duplicate contains bad information then negative reviews might affect your ASIN too if you decide to merge the ASINs at a later date.
- Counterfeit products – Duplicate listings are more likely to be counterfeit products as they do not contain the same UPC as the original. A duplicate listing makes it much more difficult to notice the counterfeit if the brand is not aware. Most Amazon shoppers wouldn’t be able to tell if the listing is a counterfeit product which means they would see the bad counterfeit as yours. Depending on how unsafe the counterfeit could be this might even lead to more serious issues such as legal proceedings against you due to unsafe concerns.
- Poor customer experience – A large number of product listings on a search page may cause customer confusion. Unlike eBay where each search result is from a specific seller, Amazon orders its results by product. If there is more than one listing then consumers may not differentiate which listing is which. Due to this uncertainty, customers will be less confident in buying a product off the results reducing potential consumers even more.
- Unknown sellers – A duplicate listing basically piggybacks of the success of your brand. Due to this, a seller doesn’t need to work on their reputation. This means they could be anyone. Would you let anyone simply sell your brand without any prior knowledge of their background, reputation or trustworthiness? Probably not, how can you trust that what they are selling are even your product? As in business, you would want to be fully aware of who your retailers are.