Online sellers that operate and distribute their products on marketplace giants such as Amazon and eBay face the same challenge – create listings to stand out to for customer leads and conversions.

In the fast-moving, competitive environment of Amazon and eBay, or even smaller marketplaces such as Facebook and Etsy, new sellers or smaller enterprises can often face the daunting challenge of battling it out with larger more established businesses.

Although larger and established retailers have long-been associated with selling products on local high streets or via their own website, with Amazon comprising such a significant proportion of the online market, it’s unsurprising that large, major retailers actively sell via Amazon and online marketplaces. Increasing brand awareness whilst accessing a greater quantity of potential customers, Amazon and other online marketplaces allows retailers to leverage Amazon’s existing infrastructure, making use of customer convenient and expand their sales channels.

As of 2023, there were approximately 2 million active only sellers on Amazon, which includes both independent sellers and larger businesses. So what can new sellers do to stand out and reach their target audience in 2024?

Provide Unique Value

One of the primary motivating factors for buyers is price and value. Offering a monetary incentive, in addition to excellent customer service and an authentic product, is likely to be helpful when it comes to competing with larger, recognised sellers on Amazon and online marketplaces.

Discover Your Niche

Unsurprisingly, the more popular products and categories are harder for independent online sellers due to competition.

For new and aspiring Amazon and marketplace sellers, discovering a niche by targeting a more specific product category or target market can offer a quicker path to success. By differentiating from the competition or ungating listings, sellers have the opportunity to build a loyal customer base, whether that's by quick and convenient large letter items or personalised crafts.

Utilise Marketplace Features

Tools and features offered by marketplaces can present numerous advantages to online sellers.

For example, Fulfilled by Amazon (FBA) helps online sellers provide faster shipping services, enhanced visibility and optimised product listings, or engaging with customers directly via reviews or Q & As.

Similarly, sellers can utilise marketplace advertising to boost visibility and target your ideal customers more specifically. Marketplaces, such as Amazon and eBay, offer advertising tools that marketers and sellers can skilfully leverage to increase impressions and conversions.

Build Your Brand

Building your brand can be a challenge when it comes to competing against the household names and retailers with a significant online presence on marketplaces. However, developing a strong brand identity via marketing channels, affiliate marketing or by improving the visibility of listings over time can help sellers connect with their target audience and build brand loyalty.

Reviews

As consumers are increasingly acquiring their products via online channels, good product and service reviews are increasingly important.

Positive customer reviews can significantly impact your conversions and visibility on marketplaces. Sellers should provide good quality products and a good service that satisfies the demands of their customers, whilst promptly responding to positive and negative feedback.

Follow Marketplace Rules & Guidelines

Although all sellers have a moral duty to distribute ethically via marketplaces, it’s essential that small businesses and independent sellers follow the latest policies and guidelines of the marketplaces they’re selling on. This will help sellers avoid penalties and ensure congruity with the platform’s rules.

Failure to comply with your marketplace’s rules and guidelines may result in your account being locked, or even capitol being withheld.

Content & Optimised Listings

New and independent sellers will often look to the listings of bigger, more established retailers for inspiration, when crafting their content and optimising their product listings.

Content is considered the king when it comes rankings – so in turn, the listing with the best and most informative content will prevail.