#167: How To Build a Million Dollar Brand Using Amazon Marketing

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In This Episode…

Today, I’m talking with Alex French of Bizzy Coffee, an cold brew coffee company making close to ten million dollars a year through retail sales, Amazon, and their own website.

In the podcast, we talk about:

  • How Bizzy uses Amazon to earn new customers
  • How they encourage repeat purchases through their own marketing and Shopify store
  • How important product page design is to business success
  • and Much More

Cold brew coffee has become a staple of daily life, seeing huge sales in the warmer summer months, but consistent purchases throughout the year as people appreciate and adore the different flavours extracted from the coffee using the cold brew process.

Over the past five years, sales have really taken off globally, but especially so in the United States of America — and Bizzy Coffee have built a successful brand and product to sate this increasing demand.

Bizzy Coffee use a mixture of marketing, both traditional and digital, to increase their brand’s share of the market and Amazon is one of the largest sources of both sales and customers.

Some businesses will stick to only one traffic source or marketplace to sell their products. Bizzy Coffee uses Amazon to find their customers before then encouraging repeat sales afterwards through their website.

Here’s how their marketing strategy works:

  1. Use Amazon Ads to appear for “cold brew” and “coffee grounds” related searches
  2. Use Amazon SEO (optimising a product to naturally rank for “cold brew” related searches”)
  3. Sell their products
  4. Convince the buyer to re-purchase through their website directly by telling them to visit their site to claim a specific offer
  5. Use email marketing to re-convince the same buyer to return again and again

This marketing strategy works incredibly well. But it surprises many. It surprises other retailers who refuse to market their product on Amazon’s marketplace on the basis that Amazon takes a huge cut of the profit margin. Bizzy Coffee don’t see it that way. What they see are cheap customer acquisition costs.

Rather than spending lots of money on expensive adverts on Instagram, Facebook, and Google; Amazon Ads and Amazon SEO earn first-time customers for Bizzy at a fraction of the cost. And once they have them in their system, they can convince them to re-purchase or they can test their newest product lines with them to see how well the new release may perform on Amazon’s marketplace.

Amazon marketing is a cheap customer acquisition strategy, and Alex and Bizzy Coffee would highly recommend any retailer or eCommerce to use it within their marketing mix.

For more great insight into the power of Amazon marketing, listen to the podcast above.


00:00 — Today I’m talking to Alex from Bizzy Coffee
01:33 — What is Bizzy Coffee?
02:05 — How successful is Bizzy Coffee?
02:34 — Which platforms deliver the majority of Bizzy’s sales?
03:47 — Why Bizzy uses Amazon to generate customers
08:39 — How to create a successful Amazon product page
12:35 — How Bizzy chose who to target
16:22 — How important your packaging and images are for capturing customers
18:39 — How to mitigate the risk of Amazon releasing similar products
22:54 — How important Amazon reviews are and how to get them
25:23 — How important is your own website versus being on Amazon?
27:36 — Why Bizzy Coffee is on Shopify
29:41 — Bizzy’s Marketing Horror Story
35:32 — How would you 10X your sales in a year?
38:04 — What you’d tell yourself if starting today?

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