The New Inflation Generation Habits
Consumers in the United States and in Europe are becoming more reliant on shopping on Amazon every day. The endless product selection, competitive prices, and fast shipping options are some of the main reasons that Amazon is now embedded in the shopping habits of consumers worldwide. Habits
Nevertheless, there are inflationary pressures on third-party Amazon sellers that can lead to rising prices of many products on Amazon’s marketplaces and can greatly affect the shopping habits of consumers. In the United States, inflation has risen its head to a level that has not been seen for about forty years. Most third-party Amazon sellers are from a generation of entrepreneurs that have never experienced inflation. Thus they are not equipped nor hold a clear game plan on how to deal with such a complex economic business environment. Habits
What is Currently Causing Inflation?
Inflationary pressures are causing the sourcing of inventory, and selling products on Amazon very challenging for third-party sellers. Inflation examples can be found in the increasing manufacturing costs(labor costs are up), higher costs of container sea shipping, historical-record level of high fuel prices that are greatly affecting the ground transportation costs, and the constantly rising costs of marketing and advertising on Amazon. There is a great bidding war for advertising product on Amazon and prices are only moving up. Habits
The war between Russia and Ukraine has added another layer of complexity as well. Both countries are major global suppliers of energy, metals, minerals, wheat, and other needed commodities. The electronics industry for example is expected to be impacted by shortages of nickel as it is a common material for building electronic devices. Habits
The layers of complexity in the global supply chain, and the environment of rising costs for third-party Amazon sellers, and for Amazon as an online retailer, both sellers and Amazon will not be able to keep the current pricing levels any further. Prices of products on Amazon’s marketplaces are bound to increase for many products. The domino effect and chain reaction for the rising costs are clear, but there is no clear way at this point for businesses and consumers to combat it.
Inflation Versus Deflation
Third-party Amazon sellers at this point should look to solidify their sourcing, global logistics, and cash flow management in order to weather the inflationary storm and come out on top. What makes it especially hard for sellers is that everywhere they look around, they find rising costs. But they don’t have the luxury and immediate opportunity to raise the prices of their products on Amazon. The reason is the competition and how the Amazon marketplace works. Habits
Amazon’s marketplace is a hyper-competitive business environment at this point. There are about six million Amazon sellers around the world. They are all focused on grabbing every penny of the consumer spending power that is available by the shoppers on the platform. There is fierce competition for the positioning of products on Amazon’s organic and paid search engine results between sellers. The intense competition on Amazon provides deflationary pressures that are protecting consumers for the most part. Amazon’s algorithm favors products that sell well, have competitive price points and get a good amount of positive reviews for shoppers. Habits
This means that pulling the trigger on raising prices for third-party Amazon sellers is not so easily done. If an Amazon seller raises prices while other sellers keep prices low, it can lead to Amazon’s search results moving the positioning of the marked-up products down the search results. This in turn will lead to less traffic and less revenue for the Amazon seller that raised its product prices while other sellers did not. Habits
The inflationary pressures to raise prices against the deflationary pressures to keep prices low for Amazon sellers are a formidable challenge for the sellers. Nevertheless, if most Amazon sellers are mostly feeling inflationary pressures with no end in sight, they are bound to raise prices altogether and that is when the ball of battling inflation rolls to the consumer. Habits
What Amazon Customers Can do about Inflation
There are many ways consumers can reduce the impacts of inflation on Amazon. Unlike forty years ago, the advent of the smartphone is placing a lot of power in the hands of consumers. They can shop on Amazon for the products they need and compare prices, and confirm product quality by monitoring the product ratings. All at record speed and at a lift of a finger. Habits
Consumers that inflation is really affecting them should make sure to clip digital coupons on Amazon(look for them on the Amazon product page when available) and look for special Amazon Lighting Deals, limited-time offers, bundle packages, and clearance items. Applying and using Amazon’s Rewards credit card also allows consumers to get 3% cashback on anything they purchase on Amazon and even WholeFoods. Habits
Back in the inflation days of the 1980s, consumers needed to drive around stores in order to compare the prices of products. This is a tedious process that is highly inefficient. Thus many consumers preferred to shop in a handful amount of stores that they perceive sell at a low price and bring them cost savings value. Shopping online brings a brand new dimension that is much more effective for consumers.
Shopping on Amazon for example brings more selection to consumers than is imaginable, with super-competitive product prices. Consumers only need to make sure to dive a bit deeper into Amazon’s cost savings opportunities to extract more savings. All it takes is fingerwork on a smartphone and some attention. Good deals are aplenty, use your time and fingers to find them online. It’s much easier and cheaper than driving around looking for store deals.
By Eytan Wiener, the CEO of GETIDA