Introduction
This guide introduces the concept of brand filtering using Alqen's Brands tool, a powerful technique for reverse sourcing on Amazon. Reverse sourcing involves identifying successful brands already selling on Amazon and then exploring potential partnerships or sourcing opportunities with them.
💡 By understanding how to use the Brands tool and its filters effectively, you can pinpoint promising brands that align with your business goals and product strategy.
Key Points
Reverse Sourcing: Start with successful brands and work backward to find product opportunities.
Alqen Brands Tool: The primary tool for brand filtering and analysis within Alqen.
Brand Filters: Learn about the various filters available for refining your brand search.
Dominant Seller Analysis: Understand the importance of identifying the dominant seller for each brand.
Brand Dashboard: Explore the insights available within a brand's dashboard on Alqen.
Detailed Guide
I. Understanding Reverse Sourcing
Reverse sourcing flips the traditional product research approach. Instead of starting with a product idea and then seeking a supplier, you begin by identifying established brands that are already succeeding in your target market. By analyzing their product offerings, sales data, and customer reviews, you can gain valuable insights into what's working well on Amazon and potentially partner with these brands to leverage their existing success.
II. Using the Alqen Brands Tool
The Alqen Brands tool is designed specifically for brand filtering and analysis. It provides a comprehensive set of filters that allow you to narrow down your search based on criteria that are important for identifying promising brand partners.
A. Key Brand Filters
The Brands tool offers a range of filters, including:
Filter | Description |
Amazon In-Stock Rate | Filter for brands with a consistent product supply. |
Average Number of Sellers | Identify brands with a moderate number of sellers, indicating an established presence but not excessive competition. |
Average Selling Price | Focus on brands within your desired price range. |
Monthly Revenue | Filter for brands with a substantial monthly revenue, indicating strong sales performance. |
Average V-Rating | Prioritize brands with high customer satisfaction based on average review ratings. |
Total Number of Reviews | Filter for brands with a significant number of reviews, suggesting an established presence and customer engagement. |
Total Product Count | Identify brands with a diverse product portfolio, offering more potential partnership opportunities. |
Number of FBA Sellers | Assess the competition from established sellers using Fulfillment by Amazon (FBA). |
Brand Score | Filter for brands with a high overall brand score, indicating strong performance and brand health on Amazon. |
B. Dominant Seller Analysis
One of the most crucial aspects of brand filtering is analyzing the dominant seller for each brand. The dominant seller is the seller who generates the highest percentage of sales for that brand's products.
Brand as Dominant Seller: If the dominant seller is the same as the brand itself, it suggests a strong private label presence and potentially limited opportunities for partnerships.
Different Dominant Seller: If the dominant seller is a different entity, it indicates a more open market with potential for partnerships or wholesale sourcing.
III. Exploring the Brand Dashboard
Once you've identified promising brands using the filters, you can click on the magnifying glass icon next to a brand's name to access its brand dashboard. The dashboard provides a wealth of information, including:
Metric | Description |
Visualized Brand Performance Metrics | Charts and graphs that illustrate the brand's performance across various metrics. |
Top-Performing Product Lists | A list of the brand's best-selling products, providing insights into their product strategy and customer preferences. |
Market Share Insights | Data on the brand's market share within its categories and subcategories. |
Advertising Data | Information on the brand's advertising activities and the keywords they target. |
Product Catalog Analysis | A detailed view of the brand's entire product catalog, allowing you to analyze their product offerings and identify potential gaps or opportunities. |
Seller Analysis | A breakdown of the sellers who offer the brand's products, showing their market share and competitive landscape. |
Subcategory Analysis | Insights into the brand's presence and performance across various subcategories. |
Scope (Historical Data) | A historical view of the brand's sales performance, revealing trends and seasonality. |
Suppliers Tool | Potential access to supplier information for the brand, enabling direct sourcing opportunities. |
IV. Integrating with Product Research
The insights gained from brand filtering can be seamlessly integrated with your product research process. By analyzing a brand's product catalog and sales data, you can identify specific products that are already performing well on Amazon and potentially source those products through wholesale or develop similar products under your own private label.
Common Issues and Troubleshooting
Focusing Solely on Large Brands:
Solution: While large brands can be attractive partners, consider exploring smaller or emerging brands that may be more open to partnerships and offer more flexible terms.
Overlooking Niche Brands:
Solution: Don't limit your search to mainstream brands. Niche brands often have loyal customer bases and can be valuable partners in specialized markets.
Difficulty Finding Supplier Information:
Solution: While Alqen's Suppliers tool can be helpful, supplier information may not always be available. Consider reaching out to the brand directly or exploring other sourcing platforms.
FAQ
Q: Can I use brand filtering for both wholesale and private label? A: Yes, brand filtering can be used to identify opportunities for both wholesale and private label businesses. The specific criteria you prioritize may differ depending on your business model.
Q: How do I know if a brand is open to partnerships? A: Look for brands that actively promote wholesale programs or have a history of collaborating with other sellers. You can also reach out to the brand directly to inquire about partnership opportunities.
Q: What are some red flags to watch out for when analyzing brands? A: Red flags might include declining sales trends, negative customer reviews, a high concentration of sales with a single dominant seller, or a lack of transparency about their sourcing or manufacturing practices.
Next Steps
Explore the Brands Tool: Familiarize yourself with the Alqen Brands tool and its various filters.
Identify Potential Brand Partners: Conduct targeted brand searches based on your product categories and business goals.
Analyze Brand Dashboards: Dive deeper into the data provided for promising brands to assess their partnership potential.
Reach Out to Brands: Contact brands directly to inquire about wholesale programs or collaboration opportunities.