Getting Your Brand Launched on Marketplaces

Getting an eCommerce brand started on marketplaces can be a daunting task.  It’s important to understand the steps needed in order to successfully launch your brand online and reach your target audience.  The below guide assumes you have defined your brand identity, positioning/differentiators, target audience, and products available for purchase.

To successfully launch your brand on marketplaces, there are several prerequisites to consider first. Brands with a DTC website have likely already addressed most of these items:  

Marketplace Launch Prerequisites:

• Business Entity Establishment: Your business is registered as a legal entity and any necessary licenses or permits have been secured.  Ensure you have determined the appropriate business structure (LLC, S-Corp, C-Corp etc.) and registered in your state.
• Brand Messaging: Finalize your brand messaging, voice and positioning. This will inform your content and marketing.
• Website: Have a website setup to complement your marketplace presence. This is your dedicated brand hub.
• Product Photography: Professional lifestyle images are key. Convey your brand story and style through quality photography.
• Analytics: Use tools like Google Analytics to track and measure performance across channels. You’ll want to be able to optimize your efforts based on data.
• USPTO Trademark Registration: Protect your brand by registering for a trademark ahead of launch with the US Patent and Trademark Office.  Consider both your brand name and logo.
• UPC Numbers vis GS1:  GS1 is an official provider of barcodes globally. Complete this step to help identify your products and protect your brand.  You will need a unique UPC code for each product variation you plan to sell.
• FDA/Industry Certification & Approvals: Certain categories of products, such as food & beverage, hazardous materials, and more may require extra certifications or documentation to be sold, shipped, or stored by most marketplaces.  Research the requirements for your product categories.
• Warehouse/Fulfillment Solution: Prior to launch, you should have a plan or partner in place for shipping purchased products to buyers  Doing so will make it easier to complete orders upon launch and have a set process in place to ensure consistency. Marketplaces and retailers expect timely shipping to their customers, and if expectations are missed your account will be penalized. Returns and inventory replenishment are also important considerations.  Consider using Fulfillment by Amazon (FBA) or a 3PL provider like ShipStation or ShipBob.
• Customer Service Solution: Before launching your brand, you should have an idea of how you will handle customer service on the platform and post sale.  Having a sound plan for customer service will create an overall better customer experience and improve trust in your brand.  Options include your in-house team, outsourced, or even AI-powered chatbots.

Once the prerequisites are completed, you are ready to open seller accounts with the marketplaces!!  

Launching Your Brand on Amazon

Amazon Seller Account Launch Process:

1. Visit Amazon Seller Central and create a seller account. Amazon’s beginner’s guide is an extremely helpful overview of the process.  
2. Account Creation: Provide bank information, tax ID number, identification, and intro call with Amazon.
3. Account Verification: Amazon sends a physical postcard with a verification number for entry.
4. Seller profile completion: Thoroughly complete your Amazon Seller Profile with all relevant details about your business, products, shipping, returns and more.
5. Tax registration: Register to collect state sales tax in every state you plan to ship to. You can use a service like TaxJar to automate this process.
6. Shipping setup: Configure your shipping rates and preferences in Seller Central for FBA and FBM.
7. Returns portal: Setup your returns portal so customers can easily process returns and exchanges.
8. Category Approval: Provide Amazon with product pictures, specs, and non-commercial manufacturer invoice.
9. Build Product Pages: Research copy and content needs, complete market opportunity analysis. High-quality images, videos, and relevant keywords are key to success. Ongoing optimization of listings needs to be done to improve visibility and conversion rates.  Take advantage of Amazon’s A+ content features like infographics and comparison tables to showcase your products.
10. Inventory Management: Ensure you have enough inventory to meet customer demand while minimizing storage costs. We recommend using a hybrid FBA/FBM fulfillment strategy. 
11. Brand Registry: Enroll in Amazon’s Brand Registry program to protect your brand and gain additional benefits such as enhanced content and brand management tools. Requires the USPTO number; build brand stores and assemble content and imagery.
12. Activate Flywheel: Utilize aiCommerce’s flywheel to determine the best strategies to grow on Amazon and take advantage of the initial honeymoon period, use Amazon Sponsored Products, Sponsored Brands, and DSP to promote your listings and target relevant keywords, build a review acquisition strategy, and maximize Amazon’s algorithm for profitable sales!

Launching Your Brand on Walmart

The process to launch on Walmart is slightly different than Amazon:

1. Apply & Qualify: Apply at marketplace.walmart.com and apply as a seller.  On average, you will hear back within 1-2 weeks if you’re approved to sell on the marketplace. Make sure you can meet Walmart’s requirements around order volume, shipping times, return policy and more.
2. New Seller Registration: When you are approved, you’ll receive an email with a link to create your profile.  Fill out all the sections to register as a new seller.
3. Complete Partner Profile: This profile is the public page where potential customers will be able to learn about you and review your brand after making a purchase.  This can be completed in Walmart Seller Center.
4. Product Setup: This is the process of making all the necessary content, including images, short and long descriptions, category, attributes, and more.  This will make the shopping experience more efficient for customers as it will make it easier to find your brand on the platform.   Include relevant keywords in product titles, descriptions and back-end details to get your items found in search results.
5. Test Products & Orders: Once setup is complete, preview your items to confirm pricing and content.  This will show you what customers will see when viewing your products, and once reviewed, the products can be launched.
6. Launch: Once all products are reviewed, you can confirm that the brand is ready for launch on the platform.  Use Walmart’s advertising program to boost visibility for important products. Stay on top of your account health, reviews, stock levels and more to maintain your Walmart presence.
7. Analytics review: Use Seller Center analytics to identify best selling items, opportunities, and more.
8. Inventory and order management: Use automated tools to sync inventory levels between Walmart and your other sales channels.
9. Feedback monitoring: Stay on top of reviews and feedback. Communicate with customers.
10. Ongoing refinement: Continuously refine account strategy based on performance data and customer feedback.

How aiCommerce Can Help

aiCommerce focuses on content optimization, ad management, account health and promotional strategy.  Upon the launch of your brand stores, aiC can help keep your product listings optimized for organic rankings and exposing your products to relevant audiences with advertising.  With our unique profit maximization flywheel ensuring profitable growth, aiCommerce can take your eCommerce brand to the next level following the initial launch.

Prior to this, however, it is important to launch your brand and have solutions in place for fulfillment and customer service!  With all of these facets working together, we can help you create the best brand possible, and maximize your profitability across marketplaces.