Amazon Beauty 2020 Download – Webinar with BeautyMatter

In November 2020, BeautyMatter hosted Market Defense’s CEO, Chad Annis, VP of Business Development, Vanessa Kuykendall, and Julian Chu, former Castanea Operating Partner, and recently announced President of Market Defense, to discuss all things “Amazon Beauty”. The Market Defense team shared 90-minutes of Amazon trends, programs, consumer shopping behavior, future predictions, and best practices.

Below is an outline of the key topics discussed with timestamps to make it easy to navigate.
Part 1: Amazon Statistics, Trends, & Programs (Vanessa & Chad)
o What did 2020 look like on Amazon? –

02:18
o What new Amazon programs launched in 2020? –
08:55
o What are the latest Amazon beauty trends? –
14:45
o What is your prediction for 2021? –
19:32
Part 2: Current Investor Perspective on Amazon (Julian) o What are the key opportunities on Amazon for the Beauty/Wellness category? –
26:18
o What about an Amazon-first strategy? Can you use Amazon to create your brand? –
28:43
o What metrics need to be in place to attract investors to an Amazon-first brand? –
31:55
o How do investors look at Amazon in the due diligence process? –
40:31
o Should digitally native brands avoid Amazon? –
40:30
o What is your prediction for Amazon in 2021? –
41:43
Part 3: Q&A from the Audience o What were the major differences this year vs. last year and during Prime Day? –
43:34
o What does the future look like for brick-and-mortar retail? –
46:38
o For big brands not yet on Amazon, do you think that the Luxury Store is the unlock? –
52:43
o If a beauty brand has unauthorized resellers on Amazon that are discounting and driving poor reviews, what does this tell an investor? –
57:08
o How do customers find “natural” or clean brands on Amazon? –
58:23
o How do you judge the impact of COVID when you are trying to model 2021? –
1:02:32
o What about marketing spend on Amazon in 2021? –
1:03:48
o Do you have any tips for Prime Day 2021 planning? –
1:06:40
o Do beauty brands need to worry about Amazon private label? –
1:08:26
o Is there a specific time or inflection point when brands should launch on Amazon? –
1:11:43
o Is there a percentage of total sales that a brand should target on Amazon? –
1:13:40
o What are the pros and cons of FBA vs. FBM for beauty brands? –
1:15:28
o What is the strategy for protecting your IP on Amazon? –
1:17:46
o Are there any strategies for getting to the top of organic search? –
1:19:52
o Are there best practices for the post-purchase journey on Amazon? –
1:22:16
o What is one piece of advice you would give a brand about Amazon? –
1:25:53

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