Finding success in the eCommerce marketplace requires a well-thought pricing strategy. The tactics which usually work for independent eCommerce stores don’t usually work in the online marketplace. If you want to generate more sales, you have to be extra cautious. Just as much cautious as a trader is with CFD stock trading. As the competition is getting fierce, standing out among your rivals requires more than just hard work.
You must factor in the cost of the item as well as what your competitors are currently charging for the product. As we all know, pricing a vital factor in the decision-making process. Just like how internet plans prices have been smartly priced. If you have picked smart pricing, you will win more customers. Perhaps all eCommerce businesses must take some inspiration from Amazon’s pricing strategy. It’s considered a winning business model for a reason.
What Pricing Model Does Amazon Follow?
Amazon follows a dynamic pricing model. Offline retailers are well familiar with this pricing. Shop keepers change the pricing of the product based on the demand, supply, customer preference and buying power. This is exactly what Amazon does. But pricing dynamics have changed to a whole new level in the online world.
Amazon’s dynamic pricing strategy changes prices frequently. It also offers different pricing on the basis of customer preferences, shopping history, and buying patterns. Like Walmart, Amazon is also in a battle to offer the best deals to its customers to keep them coming back for more.
Amazon doesn’t just lower the pricing blindly. It uses Big Data for monitoring strategies of competitors, market conditions, customer buying patterns, demand and supply and a number of other factors. All these factors when combined let Amazon price its products at the lowest price. It also raises prices when the conditions are right. On the basis of customer data, it offers targeted pricing. Higher prices are retained for those who like buying particular brands and don’t care much about the prices. On the other hand, if it is a sensitive customer, the same product is offered to them at a discount. No wonder Amazon is a leading player in the eCommerce industry.
As customers are getting savvier and savvier each day, they are finding new ways to see if they are getting differentiated offers. Retailers are continuously evolving their pricing strategies because of that. Amazon’s dynamic pricing algorithms also keep on changing to accommodate shifts in cross-channel sales.
Dynamic pricing changes prices on the basis of a variety of variables. A retailer can change the item’s price on not just the basis of demand and supply, but weather conditions, too. Dynamic pricing existed in the offline world, too, notably in the airline ticket industry. Now, it’s widespread because the Internet has made comparison shopping easier than ever. Customers can compare the prices and hunt the cheapest options as well. Why should anyone pay a higher price when there are retailers who are selling the same item at a cheaper price?
Benefits of Amazon’s Pricing Model
The best thing about such a pricing model is that it keeps the competition fair for all.
The customer’s side of the benefit is that they can do a price match between different sites and purchase from the store that is offering the cheapest price. The seller’s side of the benefit is that they can adjust prices for maximizing their profits. With the help of pricing solutions and algorithms, retailers can figure out how much profit margin they can increase when the demand rises or falls.
Amazon sets the pricing very smartly. Its strategy is to convince the customers that it has the lowest prices even though it doesn’t. Usually, popular items that have good reviews are available at a cheaper price. Less popular items, on the other hand, are expensive. Amazon doesn’t try hard to compete on the prices of certain categories like pet products, accessories, auto parts, etc.
Long story short, with Amazon’s pricing strategy, a business can take home a few important lessons. Such as:
- Charge differently according to the demand, supply or customer preferences as and when you can.
- Even if you are accepting a minimum price for an item, make sure it is still profitable. On the contrary, if you are charging a higher price, the profit will be higher, of course.
- You need to be aware of the prices your competitors are charging. You can either keep a small profit margin or charge the same price for the item as your competitors.
Ask a trader online and they will tell you that they encountered dynamic pricing when picking a brokerage platform, too. Every other online business is doing it, so can you.