After seeing months of increased sales, Susan hired an in-house sales manager to focus on the Amazon channel. First up: create a customized storefront to mimic the Freshly Picked ecommerce experience using Amazon Stores
, then drive traffic with pay-per-click Sponsored Brands
The soft-soled baby moccasins from Freshly Picked represent a very specific moment in parents’ lives, becoming a keepsake after their child grows out of them. This is the brand’s essence: personal, important, and worth saving. For Susan, losing control over her brand story was not an option.
Using Amazon Stores to build a Freshly Picked brand experience minimized those fears. Says Susan: “We found that the tools, the features, everything that we can do within the branded storefront can mimic what we’re doing on our website.” The company showcased their newest products with simple, vivid color choices and used lifestyle shoots to help customers envision themselves enjoying each product, keeping their mission front and center.
Freshly Picked also found success with Amazon’s pay-per-click offerings. Sponsored Brands ads offered shoppers visibility into the Freshly Picked brand and product portfolio. Sponsored Product ads helped them reach high-intent shoppers actively searching related products.
Leaning on Amazon for the logistics also helped. Not worrying about distribution and customer support means more time for creativity and staying up on fashion trends. With Fulfillment by Amazon, sellers store their products in fulfillment centers, and Amazon handles the packing, shipping, and customer service. This time-saver has been pivotal in scaling the business, leaving more time for product development and customer acquisition.