In this episode, we are talking directly to a manufacturer in the toy industry to get their perspective about selling on Amazon. Steve Mark is the Executive Dice President of Tenzi which is a great family game and fellow ASTRA member.
Steve talks about how Tenzi came about and what their experience trying to navigate the waters of Amazon has been. They have experienced some amazing growth. However, with major growth companies often face major hurdles.
Steve shares how important his brick and mortar specialty stores are. Not only in terms of marketing and sales of their product but how those brick and mortar stores even influenced their MAP policy implementation and enforcement. The partnership between brick and mortars and small toy companies has always been something that really helped launch new products and helped manufacturers better understand how to present their products to the market. Online sales have had a dramatic impact on these specialty retail stores and as a result, we have seen many of our favorite specialty retailers go out of business.
Steve shares what he has seen fellow manufacturers that have not protected the price on their product on Amazon have seen the value of their items erode. This also can hurt their brick and mortar sales as those brick and mortar stores can’t afford to stock and demonstrate games that they feel customers will go on Amazon.com to get a better price.
He also shares what he considers a bad Amazon seller. This includes being dishonest about your store name or where you plan to sell your items. He also talks about some of the pricing “tricks” he has seen over the years. Sellers who have been dishonest and consistently broken MAP has impacted Steve’s willingness to trust Amazon sellers as he has had experience with less than upfront sellers on Amazon.
Steve also knows that not all Amazon sellers are bad. He also shares some of the things that help sellers set themselves as “good” Amazon sellers. The primary characteristic being honesty and a willingness to be upfront with manufacturers. He also answers the question that I hear from sellers all the time about how upfront do they need to be with manufacturers.
He also talks about how and why they have limited the number of sellers that they have on their Amazon listings. While Tenzi is primarily focused on growth through their brick and mortar channels they are watching Amazon know it can be a powerful tool for their business.
If you are looking for more information and about selling wholesale or approaching manufacturers to sell items on Amazon we have more information in our Unstoppable Amazon Academy.
Find out more at BestFromTheNest.com/Academy
If you are a manufacturer looking to get help navigating Amazon you can find out more information at MarketplaceBlueprint.com
Interested in Tenzi?
You can buy Tenzi at IloveTenzi.com