Tips for Amazon Vendor Central: Amazon Vendor Services (AVS)
As an Amazon vendor, you have a vast array of resources and tools at your disposal to propel your business forward. While the sheer volume of options may feel overwhelming, it's crucial to familiarize yourself with these resources and understand how to leverage them effectively.
One such resource is Amazon's Vendor Services (AVS), previously known as Strategic Vendor Services (SVS). However, the decision to utilize this service has been the subject of much debate due to its significant cost. Nevertheless, for established brands, AVS can offer substantial benefits.
Before we delve into the pros and cons, here are some essential details to grasp about Amazon's Vendor Services:
1. Exclusive Offering: Amazon extends AVS only to its top-performing sellers, making it an exclusive service reserved for a select few.
2. Pricing Structure: AVS is a high-cost investment, starting at approximately $250,000 per year. The specific pricing may vary depending on the level of support required and the scope of services customized for your business.
3. Customizable Service: AVS provides a high degree of customization. It offers five categories of assistance, encompassing business advice, selection, conversion, traffic, and availability/ops efficiency. As a vendor, you can tailor these services to suit your specific needs and goals. Whether you require operational optimization, increased traffic, or a comprehensive approach, AVS can be adjusted accordingly.
Now, let's examine the pros and cons of AVS to help you make an informed decision regarding its suitability for your business.
Pros of AVS:
1. Insider Expertise: One of the most notable advantages of AVS is that it grants you access to experts who possess an intricate understanding of the Amazon ecosystem. These professionals are specifically hired by Amazon to support and optimize the performance of their top-performing sellers. Knowing that these experts are dedicated to maximizing your business's potential can provide peace of mind and reassurance.
2. Holistic Business Optimization: AVS experts excel in improving various aspects of your brand. They possess the expertise to identify areas for improvement within your business, from the branding process to optimization. By strengthening these weak spots, AVS helps establish a solid foundation for your brand. As your foundation becomes stronger, you can expect to witness improvements in sales, conversions, and overall business growth.
3. Preparing for Advertising Success: It's essential to establish a robust foundation before investing substantial amounts in advertising. AVS can assist you in optimizing your account, ensuring that when you do start advertising, your business is well-prepared for success. This optimization sets the stage for effective advertising campaigns and increases your confidence in the overall performance of your business.
Cons of AVS:
1. Specificity of Needs: To maximize the benefits of AVS, it is crucial to communicate your needs and requirements explicitly. Without clear communication and specific demands, you may not achieve the desired outcomes from the service. Given the substantial investment involved, it is essential to ensure that you receive optimal results tailored to your expectations.
2. High Cost: Amazon's Vendor Services come at a considerable price, starting at $250,000 per year. While this investment may be justifiable for some businesses, it's important to carefully evaluate whether allocating such funds to AVS aligns with your overall business goals. Depending on your circumstances, alternative options like building an in-house team or allocating more resources to advertising may provide a better return on investment.
3. Exclusive Invitation: AVS is an invite-only service, limiting the opportunity for many sellers to participate. While vendors with high revenue and a well-established presence on Amazon may have a higher chance of receiving an invitation, it remains an elusive opportunity for most sellers.
Is AVS Worth It?
Determining the value of AVS depends on your specific needs, revenue, and overall business objectives. For instance, if your Amazon store generates $1 million in annual revenue, participating in Amazon's Vendor Services would require a significant investment of a quarter of your income. While AVS can be worthwhile if it aligns with your needs and Amazon's team is fully committed to helping you achieve your goals, it's important to explore alternative avenues that may offer a more cost-effective approach.
If you decide that AVS isn't the right fit for your business, there are other options to consider. Partnering with an agency like Laser Sight Digital can provide an alternative solution. Their team of experts offers personalized support to optimize your store and facilitate business growth, whether you're starting from scratch or managing an established brand. We hope you use Amazon Vendor Services to your benefit!
Thank you,
Commerce Canal Team
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