How Uniqueness Kills a Copycat Amazon Positioning Strategy

October 10, 2022
Written by Ken Zhou
Copycat positioning strategy

With Amazon's over 310 million active customers, there's never been a better place to start your online store. But unfortunately, when starting your business, it's easy to get caught up in the popularity of certain product categories. After all, if there are thousands of sellers who are selling a particular product, then there must be money to be made in that market, right?

It's tempting to look at what successful sellers are doing and try to recreate their strategy. But even if you mimic their product selection and pricing, you'll never be able to copy their unique selling proposition (USP). So when launching your product,  finding a USP that will distinguish it from the competitors is critical. After all, if everyone is selling the same thing, why would customers buy from you?

When so many other sellers are vying for attention, making a sale can be difficult. Without a USP, your business will eventually die off from the tough competition. In this blog post, we’ll discuss how a unique Amazon positioning strategy will help you differentiate your brand from the clutter. We'll also provide you with some pointers on how to find your unique selling proposition.

The Problem With Being a Copycat on Amazon

When it comes to selling on Amazon, many sellers make the mistake of copying what other successful sellers are doing in the hopes that they'll be able to achieve similar results. While there's nothing wrong with taking inspiration from others, if you're copying what someone else is doing, you'll have a hard time differentiating your brand on Amazon. 

It’s also important to note that what works for them might not be what works for you. With this in mind, you should prioritize creating a branding strategy that points directly to you, and not to anyone else. 

Your brand must be uniquely attractive if you truly want to develop a successful brand on Amazon. Without a distinct brand identity, it's incredibly easy to become lost in Amazon's swamp of sameness. Developing your unique Amazon branding strategy is one of the best ways to ensure that your customers always remember you. If you don't have a distinct brand, you can encounter the following issues:

Harder to Establish Your Brand

When you don't have a unique product, it's harder to build up a well-recognized brand. If your product is just a copycat, people will be less likely to remember or consider it special. As a result, you'll likely have to compete on price alone, which can be difficult and lead to lower profits. 

On the other hand, if your product is something that only your brand can offer, people will start to associate your product with your brand, which can help you command higher prices and get more repeat customers. 

Risk of Run-Ins With Amazon’s Policies

Not having unique products can lead to run-ins with Amazon's policies. The company has cracked down on sellers who are found to be selling copycat products, and they can suspend or even cancel your account if they catch you doing it. 

Although you can always appeal the decision but there’s no guarantee that your account will be reinstated. So not only will you make less money from selling copycat products, but you could also get kicked off Amazon entirely. 

These are only a few of the many reasons why you shouldn't bother copying from other sellers. It's important to ensure you have a unique product and brand positioning if you want to succeed on Amazon. Otherwise, you'll be at a disadvantage compared to those who have taken the time to build up a strong brand.

How a Unique Positioning Strategy Helps Your Brand

Have you ever questioned why you chose to sell on Amazon over other marketplaces? They're the first thing that springs to mind when we think of online shopping, whether you’re a shopper or seller. That's where you know Amazon's strategy has built a reputation for their company.

Amazon have established a brand identity that resembles convenience and reliability. That's why positioning strategy is so importantーit cuts through the clutter of sameness and distinguishes your brand from the competition. Here are some of the ways that a well-defined positioning strategy can help your brand to thrive:

Provides direction for all aspects of your brand

A unique and strong positioning strategy provides direction for all aspects of your brand, from marketing and communications to product development and customer service. It ensures that every touchpoint accurately represents your brand, drives home your key messages, and works together to support your overall business goals.

Clarifies your purpose

A positioning statement should be clear and concise, communicating what your brand does and why it exists. This targeted message will connect with customers and help them grasp what your company stands for. When you're clear about your brand, it allows you to create a more focused marketing campaign that speaks directly to the people you want to reach.

Differentiates you from the competition 

In today's congested marketplace, standing out is more vital than ever. A unique positioning strategy will help you identify your unique selling points and communicate them in a way that sets you apart from the rest. Your brand will become more memorable and recognizable in the marketplace if you differentiate it. Additionally, it helps boost brand recognition and build customer loyalty.

Drives business growth 

Growing a business takes focus and dedication. There are several moving pieces, and it could be tough to determine where to direct your attention to boost growth. However, one of the most important aspects of driving growth is having a well-executed positioning strategy. It will help attract new customers and drive sales. 

By harmonizing your marketing efforts with your business goals, you can ensure that every dollar spent on marketing contributes to your business's success. Taking the time to create a strong position for your business will set you up for success and lay the foundation for long-term growth.

Saves time and money 

Starting a business is generally difficult, but strategically establishing your brand from the start can save you a lot of time and money. Getting things properly the first time is far easier and less expensive than making major alterations afterwards.

As you can see, creating a unique positioning strategy for your business has several advantages. Customers with a favorable brand experience are likely to become devoted, lifelong consumers. And when you have a devoted following, you can weather any crisis.

So if you're looking to build a strong, resilient brand, start by crafting a unique and strong positioning strategy. It will be the foundation upon which you build everything else.

Tips for Finding Your Own Unique Selling Proposition

One way to present what sets you apart from the rest is to identify your unique selling points (USP). It's something that makes your business different. That’s one thing consumers would prefer over all the others in your industry. If you're not sure how to find your USP, here are a few tips to get you started:

  1. Take a close look at your products or services. What sets them apart from what your competitors are offering? Assess all aspects of your offeringsーfrom the product to the packaging, pricing, shipping, and customer service. 

It doesn't matter how small you think these selling points are. Highlight them as much as you can! Don't be afraid to be different. Instead, embrace what makes you unique and use it to your advantage.

  1. Consider who you want to reach. Whom do you hope your marketing will reach? Once you know your target market, you can brainstorm ways to appeal specifically to them. 
  2. Be aware of trends. Keeping up with industry trends can help you keep ahead of the competition and generate fresh marketing ideas.

By following these tips, you should be able to identify your USP and use it to create a successful brand on Amazon. 

Ready to Shine on Amazon?

What steps can you take to position yourself for success on Amazon? It boils down to one thing- setting yourself apart from your competition. That's the key to prosperity in the long run. We hope this article has given you some food for thought about your business and how you can apply these lessons to increase your market share. Are you committed to making your Amazon venture successful? Let us help you get there. Book us a call today.

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