Amazon Channel Management

Bobsled Amazon Prime Day 2018 Playbook

Amazon Prime Day has become one of the biggest events on the e-commerce shopping calendar, and at Bobsled we’re predicting Prime Day 2018 will leave past years trailing in its dust.

Prime Day is a global event that will be held sometime around mid-July where thousands of short-term deals will go live on various Amazon marketplaces. Sellers and Vendors are contacted by Amazon in the lead up to Prime Day and are asked to submit for various Prime Day deals (the first deadline is tomorrow, Friday May 18th, more on deadlines below). In order to access the deals, shoppers need to become Amazon Prime members.

Find our recap of Prime Day 2017 here.

  Image Source:   Amazon  .  com

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Amazon capitalizes on the event by gaining more Prime subscriptions and an untold amount of publicity. Sellers and Vendors have the opportunity to capitalize by selling through a lot of inventory and acquiring new customers in the often patchy summer selling season.

Since its inception, Prime Day has been criticized by brands and customers alike for three main reasons:

  1. Duration of deals. In past years, customers have logged on to Amazon on Prime Day and found an attractive deal, only for all units to be sold in a matter of seconds, leaving thousands of disappointed customers.
  2. Lack of value-for-money. In 2017, Amazon suffered some social media backlash in the aftermath of Prime Day from customers who felt the hype of the economic holiday outweighed the actual quality of deals on offer. 
  3. Technical Glitches. Last year a technical glitch on Amazon’s end apparently caused several sellers’ Lightning Deals in North America to be “suppressed” and ultimately “cancelled,” causing them to lose potentially large amounts of money in pre-paid fees and over-stocked inventory.

In 2018, we predict Amazon will address the above concerns in a couple of ways.

Last year, Amazon started spacing deals out around the week leading up to Prime Day. We suspect that they will take things a step further this year with deals start popping up on Amazon in the weeks leading up to Prime Day, giving shoppers plenty of time and opportunity to snag a bargain, increasing overall customer engagement. Rather than a single day or week, think of it more as Prime-Month.

  Image Source:   Amazon  .  com

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Secondly, Amazon will undoubtedly be using it’s wealth of historical sales data to ascertain the right price-point and inventory levels for the 2018 Prime Day deals. Amazon uses the event as a tool to get more Prime subscribers, who according to research will spend twice as much on Amazon over the long-term as non-Prime users. However, the trade-off is that Amazon has to provide real value-for-money deals (that actually function as advertised), otherwise the occasion comes off as a PR stunt for it’s Prime service.

As a full channel management agency, we provide our clients with Amazon support across four key service areas: Operations, Customer Service & Brand Protection, Organic Marketing and Paid Advertising. We’ve developed a Prime Day 2018 playbook across each service area in order to help our clients win big on this hugely important day.



Deal Deadlines

In order to participate in a Prime Day deal, the first step is submitting an expression of interest. Here are the various deadlines:

  • May 18th – Deadline for Third Party (Seller Central) Sellers to submit for Amazon Prime Day Lightning Deals.
  • May 31st – Deadline for Vendors (Vendor Central) to submit for Amazon Prime Day Lightning Deals, Spotlight Deals, Coupons, & Category Deals.
  • June 15th – Deadline for Vendors to submit category page merchandising & marketing packages.

The above deadlines may vary based on the Amazon marketplace.

All the different types of deals function in essentially the same way. Amazon asks Vendors and Sellers to provide short-term product discounts that are predetermined by Amazon in exchange for increased visibility and exposure on the marketplace. There is also an obligation to assign a certain number of Prime-eligible units to the deal. Even if a brand agrees to Amazon’s proposed discount and inventory levels there’s no guarantee Amazon will approve the deal, and there is also no guarantee Amazon will actually run approved deals on Prime Day.

In order to figure out the right type of deal, a brand should have an intimate understanding of the profit margin of each SKU sold on the Amazon marketplace. Prime Day is ultimately a pay-to-play experience, and every Seller and Vendor should make an informed decision about how to reconcile profit margin with increased exposure.


Inventory Planning

Perhaps the biggest consideration for sellers and vendors in the lead-up to Prime Day is inventory planning.

In order to qualify for Prime Day deals a brand may have to manufacture more inventory than what’s historically anticipated and ship this inventory to Amazon’s DC’s (Distribution Centers) on a very short turnaround.

Existing levels of inventory will also inform which Prime Day deal to go for. For example, if a brand is planning to eventually discontinue an item, it may make sense to utilize a Lightning Deal to sell through remaining inventory very quickly. In this situation a brand might take a hit on profit margin, however by selling remaining inventory rapidly they may be avoiding future long-term storage fees. 

In addition, it’s extremely important for brands to think about the type of impact Prime Day might have on their entire Amazon catalog. A successful Prime Day typically may result in a huge spike in traffic and conversion, which in turn boosts the BSR (Best Seller Rank) for impacted products. This means that in the aftermath of the event the demand for certain SKUs may be heightened, and therefore you need to ensure you have adequate inventory to capitalize on this surge of interest.

We discuss this ‘halo effect’ in Episode 1 of Bobsled’s Ecommerce Braintrust podcast.


For Sellers this may mean sending in additional FBA inventory, and strategically reserving units that you can decide when to bring back online. If sending more FBA inventory to Amazon is not an option, having the capacity to Merchant-fulfil orders is the next best solution. 

Here is more information about Bobsled’s recommended inventory management strategies

Vendors are a little more constrained as their inventory levels are controlled by Amazon’s Purchase Orders. However, if a vendor is anticipating a serious inventory crunch in the aftermath of Prime Day, it may be worthwhile investigating the possibility of pursuing a hybrid model (operating a Vendor and Seller account simultaneously). By selling in a hybrid capacity, a brand can ensure that even if all Vendor inventory is sold out, customers will still able to find and order Prime-eligible inventory.


Impeccable Account Admin on Prime Day

As experienced Sellers and Vendors know all too well, technical issues can seriously hinder progress, especially on high-stakes occasions like Prime Day. Such problems include product listing pages appearing incorrectly, credit card payment failures and stranded inventory.

Failure to fix such problems in a timely manner on Prime Day can result in thousands of dollars of lost revenue. Therefore it's critical brands allocate resources to ensure everything is running smoothly.

We recommend triple-checking all the crucial moving parts at the start of Prime Day, and revisiting the account every hour to ensure everything is running according to plan.



Post-Purchase Email Sequence

A huge advantage of Prime Day is that your brand and product has the opportunity to get in front of thousands of new eyeballs. Making a lot of one-time sales is great, but turning new Prime Day customers into long-term supporters of your brand is even better.

With this goal in mind, Sellers should be looking at their post-purchase email sequence. At Bobsled we recommend a post-purchase email sequence that satisfies three criteria:

  • avoids negative product feedback
  • promotes positive product feedback 
  • adds extra value for each customer

By implementing such an email sequence Sellers will be doing everything to ensure quality customer service experience for all Prime Day customers. This should result in more product reviews, which will help build your catalog’s BSR.



Prepare For A Higher Volume Of Customer Service Inquiries

For Sellers, more orders generally means more direct interaction with customers. A customer who finds your product on Prime Day is probably ecstatic about the deal and potentially has some follow-up questions, hence a higher volume of inquiries is to be expected. The last thing you want as the Seller is for the customer to be left in the dark if there’s been some type of issues with their order. Poor customer service on and around Prime Day could have lasting ramifications for your brand.

The solution is simple; Sellers should ensure adequate customer service resources are dedicated to their account in order to preserve perfect account metrics.

Vendors, on the other hand do not have any ability to interact directly with customers as this is something Amazon handles on their behalf. 

Another thing both Vendors and Sellers should be watching during this critical period is product reviews. Negative product reviews are often the result of a simple misunderstanding regarding how to use a product or perhaps an issue with the shipping carrier. It’s important for brands to respond directly to any negative product reviews in order to try and find a solution for that particular customer, and also allay similar concerns for any potential future customers.


Monitor The Presence Of Unauthorized Third-Party Sellers

Unauthorized third-party sellers are a huge problem for both Vendors and Sellers on the Amazon marketplace. These sellers compete for the Buy Box on product listings, and could be making a serious dent on your gross Amazon revenues.

During a period like Prime Day, traffic on Amazon will spike, and this surge of customers will be trying to find the absolute best deal for every product on their wish list. If an unauthorized third-party seller is undercutting you on price, or you’re faced with a stock-out, this seller may win the Buy Box and reap the rewards.

Unauthorized sellers don’t merely impact products that are getting boosted with Prime Day deals. A customer may find your product through a deal on Prime Day, and then decide to review your entire product catalog. Therefore a comprehensive brand management approach is recommended.

You can read more about Bobsled’s best practices in respect to Amazon brand management here.


Organic Marketing

Are Your Product Listings Designed To Convert?

A Prime Day deal is designed to generate a huge quantity of clicks, but that’s only half the battle. Ensuring your product listings are optimized for conversion will allow you to reap the full benefits of the Prime Day buying frenzy.

The first step is starting with the framework of the product listing; back-end search terms and metadata, product title, images, bullet points and product description. In the lead up to Prime Day it’s worthwhile to check the traffic and conversion percentage across the catalog to ascertain which listings may require a tune-up.

Secondly, Sellers and Vendors should be considering boosting the quality of the product listings with EBC (Enhanced Brand Content) and A+ Pages. These enhancement features offer a great way to differentiate your products from competitor offerings. 

Summarized, Sellers and Vendors need to ensure their product listings are designed to turn browsing bargain-hunters into buyers on high-reward occasions such as Prime Day.



DIY Prime Day Deals

As mentioned earlier, in order to qualify for Amazon’s official Prime Day deals, a brand needs to accept Amazon’s non-negotiable discount demands and inventory prerequisites. For whatever reason, the nature of the deals are simply not going to work for many Vendors and Sellers.

The reality is that due to the huge amount of PR Amazon will be doing there is going to be a lot more traffic on Amazon during Prime Day. And once a user is on the site, there’s nothing stopping them from finding your products, even if you aren’t running an approved Prime Day deal.

Therefore, brands should be considering ways in which they can manipulate their product listings to provide more value for money for the Prime Day customer. Simple ways to do this include Percentage Off, Free Shipping (if you always Merchant-fulfill) and Buy One Get One promotions. If you want to get more advanced, Product Bundles and the Subscribe & Save program might be ways in which you could edge out your competitors, even if they are running official Prime Day deals.

We’ve published a blog post on Amazon Promotions, you can check it out here.

Prime Day 2018 presents an opportunity for every brand selling on Amazon. If you’re interested in learning more about how Bobsled could ensure your brand is ready for a successful Prime Day you can set up a consultation here.

Using Other Channels To Promote Your Prime Day Deals

Every brand has a different perspective on how they view their Amazon channel, but some Vendors and Sellers are in the fortunate position of being able to send qualified existing traffic to their Prime Day deals.

If you are a brand manager in this position, we’d strongly recommend scheduling email blasts and social media posts for Prime Day, alerting existing customers to your deals. There is going to be a lot of noise on the day, therefore it’s crucial you can reach your existing customer base with your offer before a competitor beats you to the punch.



Test And Analyze Your PPC Performance In The Lead-Up To Prime Day

Whether you are planning to run sanctioned deals, or whether you simply want to capitalize on the event by manipulating product listings on your own terms, the performance of your PPC campaigns will make a big impact on your Prime Day results.

In the lead-up to the event it’s important to closely review your AMS and/or Sponsored Products campaigns in order to gauge performance. Looking for opportunities to add any missing negative keywords and closely reviewing the bid amount and daily budgets for all campaigns can be hugely advantageous, as it will allow you to take stock and establish a baseline.

The existing PPC data contained within your account is hugely informative and will inform how to approach Prime Day from a paid advertising perspective.



Carefully Monitor PPC Performance In The Lead Up & On The Day

Every brand’s Amazon presence differs wildly, therefore it’s impossible to develop a one-size-fits-all approach when it comes to Prime Day paid advertising.

In 2018, we’re expecting more total marketplace traffic in the lead up to Prime Day, and as a result it’s important to monitor PPC performance closely in order to capitalize.

In 2017, we noticed a 46% average increase in spend on Prime Day across our clients’ campaigns compared with the average spend from the first 10 days in July, however it was not uncommon for some of our clients’ daily budgets to be spent within just a few hours. Curiously, on average, CPC (Cost-Per-Click) only increased 2.72% on Prime Day, as compared to the days leading up to the event. Just 1 out of 3 clients saw an increase in CPC of more than 50% on Prime Day, versus the period of July 1-10.

Stefan Jordev, PPC Manager at Bobsled, has compiled his main Prime Day takeaways:

  1. Check your account every few hours. Campaigns run out of budget very quickly. 
  2. Get ready with bids and budgets before Prime Day.
  3. CPC rates do not necessarily increase during Prime Day.
  4. Every single account saw increased sales on Prime Day.

If you’re interested in learning more, we have more Prime Day PPC analysis here.


Good Luck!

Prime Day 2018 presents an opportunity for every brand selling on Amazon. If you’re interested in learning more about how Bobsled could ensure your brand is ready for a successful Prime Day you can set up a consultation here.

The Updated Guide to Selling Food & Beverages on Amazon

Amazon is taking big steps forward in the world of food & beverages. Splitting the category previously named Grocery & Gourmet into three categories named Food & Beverage, Organic Products, and Chilled & Frozen Foods to help further define the types of products they will sell.

The splitting of the categories also comes with heightened requirements for sellers that ensures quality and accuracy of origin and ingredients. This is especially obvious in the Organic Foods category, where Amazon is now requiring all of the official certifications to prove the product’s organic status. 


At Bobsled, we suspect that many of these changes were motivated by Amazon's acquisition of Whole Foods in 2017, which is no big surprise. Whole Foods has been the leader in the natural and organic food space for decades, and therefore an extremely attractive target for the market-share focused Amazon.


Documentation & Certification

Requirements surrounding FDA certifications, Order defect rate (< 1%), Pre-fulfillment cancel rate (< 2.5%), and Late shipment rate (< 4%) are still applicable for all categories. There are additional category requirements that we describe in detail in “The Updated Guide to Selling Food & Beverages on Amazon”

In the guide we’ll help you determine what documents and certifications you need to provide to Amazon in order to sell products in each category. We’ll also dive into additional requirements for Organic Products, as this new category holds brands to a high standard to ensure quality.

Previously, a seller, once approved to sell in Grocery & Gourmet could label any product they wanted as “organic” without needing to provide certificate proof to Amazon. That’s definitely changed with the introduction of the Organic Products category.


Packaging & Labelling

The guide will also go over some best practices and requirements for packaging and labelling your food and beverage products. Including proper types of packaging, expiration date limits, and any dietary or allergen related information.

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Chilled & Frozen Foods

Creating this new category will allow brands to sell a much wider variety of perishable foods on Amazon, but it also means that they will need to prove that these products have been maintained within a certain temperature range throughout the entire supply chain.

There are a couple different ways a brand can prove that they have maintained the correct temperature. We’ll present the different processes in our guide.




Marketing Strategies for Food & Beverage Brands

Getting your brand approved to sell in any of the Food & Beverage categories on Amazon is just the beginning. This category is one of the most competitive on Amazon and requires effort from the brand in order to promote products and increase sales.



In “The Updated Guide to Selling Food & Beverages on Amazon” Bobsled presents insider information on how to get your food & beverage products seen and sold. From how to create optimized listings and titles, to PPC campaign ideas, product bundling, and special programs Food & Beverage sellers can take advantage of.

Download the Food & Beverages Guide



Food & Beverage remains a highly competitive category and Amazon’s increased standards mean that brands need to be more on top of their requirements than ever. If you’re ready to expand your market and make your products a success on Amazon, Bobsled is here to get you started on the right foot.

Selling in the Beauty Category on Amazon

The beauty industry is a behemoth. This $160-billion-a-year industry should be taken note of by any retailer, so it’s no surprise that Amazon is aggressively pursuing beauty brands. Everyone is talking about it too. From Buzzfeed to Bloomberg and Instyle to Refinery 29, the beauty and business worlds are responding to Amazon’s push into the beauty market and taking a stab at predictions of what’s to come.

But how easy is it for a beauty brand to sell on Amazon? Products so deeply connected to image and experience must be difficult to sell online with stores like Sephora and MAC offering value added services, like in-store makeovers and free samples. And these retailers don’t seem to be suffering, regardless of Amazon’s push to overtake a large portion of this market, but with Amazon Prime and the customer service that comes with services such as Fulfilled by Amazon, this could be a great opportunity for brands big and small to grow their customer base.

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There is a huge amount of variety in this category, as you can tell from Amazon’s 15 best selling beauty products in 2017. The cosmetic, hair care and skin care items all come from different brands, some of which are relatively niche, but luxury, producers. 

Now there’s news on the horizon that Amazon is going after the very high-end brands that would normally be reserved for boutique windows in well visited shopping areas, but some of the most recognizable names in beauty are resisting Amazon’s pull. Giants such as L’oreal and Clinique are still avoiding the platform, despite rumored courting from the ecommerce entity.

While they wait for the giants to come around, Amazon is building out an impressive list of luxury beauty brands. So, how does a beauty brand looking to reach new audiences and new heights make themselves visible to Amazon’s wandering eye? We’ll share some of our thoughts on what it’s going to take.


Our White Paper on selling in the beauty category will give you tips on everything from how to properly label and package your product, to avoiding and dealing with hazmat flags. We’ll also dive into how you can optimize your listings and take advantage of advertising opportunities on Amazon.



Beauty Trends for 2018

This is an industry that is being driven by the wants and needs of consumers. Much of the growth is happening in online environments among small players. Crowdsourcing, eco-consciousness and cruelty free policies are front and center for many shoppers and brands in the coming year. Being that these trends were all started by smaller brands, this could be a good opportunity for new players in the industry to stand out by selling their forward-thinking beauty products on Amazon.

Shoppers and brands can also expect to see a shift in focus, leaning towards clay, charcoal and other natural elements in cosmetic products. As well as a transition from creams over to oils, which is, once again, considered the more natural and effective treatment. Natural beauty is here to stay.

What does this mean for beauty brands on Amazon? It means that the consumers are more educated than ever about what’s in their beauty products, so brands should care about what’s in theirs. It also means there are plenty of opportunities to be had for new brands to capture the attention of the market through a platform like Amazon Beauty, with high quality ingredients, an emphasis on natural, and company policies surrounding testing.



What’s next for Amazon Beauty brands?

Amazon has made the beauty category ungated for the first time. Previously, brands needed to go through an approval process before being able to list in the beauty category. So while this news makes it appear like it should be easier than ever for beauty brands to sell on Amazon, they also introduced two new sub-categories available through a specific application process: Luxury Beauty and Professional Beauty. 

Beauty brands wanting to be successful on Amazon have quite a few hoops to jump through, but if you have a quality product that gains you rave reviews, we’re optimistic that you can win the beauty buy box!


Get the low-down

At Bobsled Marketing, we’ve worked with many brands in the beauty category. We compiled our experience and insights into a new White Paper. This guide to selling in Amazon’s beauty category will give you tips on everything from how to properly label and package your product, to avoiding and dealing with hazmat flags. We’ll also dive into how you can optimize your listings and take advantage of advertising opportunities on Amazon.  

And if you are a beauty brand looking to grow your Amazon presence, contact us to learn how Bobsled can help protect your brand and scale your sales in this critical channel. 

Transitioning from a Vendor to Hybrid Selling Model: Avoid These Crippling Mistakes

Amazon provides selling opportunities for all sizes and types of brands, but sometimes a brand feels like they fall somewhere in between the VC (vendor central) and SC (seller central) offerings. In these cases is it recommended and beneficial for a brand to use both? And how do brands keep that all sorted and optimized?

We’ve written extensively before about the hybrid model of selling on Amazon, and how it can help resolve the unique challenges of being a wholesale-only vendor to Amazon. But it’s definitely not as simple as flicking a switch. There are unintended consequences when initiating this transition, which can dramatically affect sales. 

If you are a brand that is already a vendor with Amazon and are considering the switch to SC, or you want to try out a hybrid solution, we have a few recommendations to make the transition completely to SC or a hybrid model go as smoothly as possible. 



Different Platforms for Different Needs

Amazon’s VC platform looks pretty familiar to suppliers. Amazon buys wholesale, sets prices, creates promotions, and deals with shipping and customer service. All the brand has to do is ship the product to Amazon and everything else is taken care of. 

However, some brands can experience downsides to being on VC, such as:

  1. Minimum quantities per wholesale order, making it difficult to test out small amounts of a new product.
  2. A 90-day lead time from the time Amazon puts in an order with a vendor to when that product hits the “shelves”. This is a really long time in comparison to how fast you can get a product up on Amazon in SC.
  3. The brand has no control over shipping or customer service. For some brands and products this is a good thing, but if you’re experimenting with a new product it’s nice to have a little more control.
  4. Amazon can end their relationship with a vendor whenever they like. 

VC works very much like selling to any big box retailer for them to sell direct to the consumer, but you may have noticed that retailers following this model are not the predictable successes they once were. So what now? How do you stay ahead of the curve when it comes to consumer demand?

Shortening the time from concept to production to sales allows brands to jump onto trends faster and give the consumer what they want, when they want it. One of the biggest benefits of listing on SC is greater control over supply chain, stock levels and advertising customization. Brands don’t have to wait for Purchase Orders - they can list new products and start selling them immediately. 


Why use a Hybrid VC/SC model?

Being a vendor on Amazon can work really well. Especially if your brand has a consistent set of products that you can keep shipping to Amazon in consistent quantities. But what happens when you want to test the market with a new product and don’t want to create a huge number of them? That’s where operating on SC in conjunction with your VC account can be beneficial.

The way manufacturing takes place is getting faster, along with the buying habits of shoppers. Brands are creating and testing products on the market before going ahead full-steam. While it used to take months or even years to bring a new product to market, with focus groups, test pricing, and all, a brand can now bring a new product to market in mere weeks.

The internet is largely responsible for making this possible. Brands can use crowdsourcing, largely via social channels, to determine what’s going to sell and what’s not. This crowdsourcing often determines the direction of a new product and the customers feel more ownership over the product and loyalty to the brand as a result.

The Amazon SC platform makes it easier than ever for brands to be a part of this crowdsourcing movement. If a brand wants to test a variation of an existing product, or something new altogether, it can list it on Amazon with relative ease, test out the market, and make changes to the product. If the product ends up performing well over time and the quantities are increasing the brand can then consider moving that product over to VC.

Further reading: find our previous post on the differences between the two platforms and the pros and cons of using a hybrid method, or listen to our podcast episode on the same topic.


VC to SC Transition Hiccups

Unfortunately, the transition from VC to SC may not be a completely smooth one for brands. SC requires a lot more work from the brand, from pricing, to shipping and customer service, as well as advertising; the brand has a lot more control. This new found control means a brand could potentially drop the ball if they’re accustomed to Amazon dealing with all of this for them.


One other problem that occurs when a product is moved from VC to SC is that the buy box will most likely still be owned by Amazon. This can cause a lag in sales for the product until Amazon runs out of inventory, but sellers can make their way around it by using FBA for the product listed on SC. This allows a brand operating as a seller to take advantage of Amazon’s capabilities in shipping and customer service, while reducing their time to market and quantities, in comparison with products listed on VC.

You do still want shoppers to know that your product listed in SC is the same product as what Amazon may still be selling, so you’ll want to keep the same UPC/ASIN/Sku, but you could help your listings stand out by creating product bundles that will give the products a new ASIN to help differentiate between sellers. You can also give your SC listings a competitive edge by offering strategic pricing to align with the vendor offer created by Amazon. This means, if Amazon’s offer is set at $49, you might set your offer at $48.95.

Navigating the Vendor-Seller Hybrid Model
Requires Skill and Experience

So now that you’re managing pricing for your products, how do you know when to modify pricing? First, there are a few things to consider when adjusting your price: How many units are you moving through? Are you able to get back into stock? What is the Buy Box price? For example, if you are trying to move through inventory you know you won’t be replenishing, it makes sense to price below the Buy Box price to get the sale. If it’s an evergreen item and there are only a few units between competitors, it may be worth riding out the wave and maintaining profitability.
Pricing is such a significant part of your business, it is imperative to regularly manage it. You can manually manage it on a daily or weekly basis. Utilize software tools to automate your price, or set programmed limits in SC. Ultimately, the goal is to maintain a healthy margin but also win the Buy Box, because if you’re not winning the Buy Box, your business is at risk of missing out on potential sales.


Owning Your Brand

If you want to enhance your brand experience on Amazon and bring new products to the market quickly, while still benefiting from the perks of being a vendor, a hybrid model could work really well for you. 

Bobsled can help you navigate both platforms and decide which products fit best on each. We work with clients on both platforms, many of whom employ a hybrid strategy. We can help you to avoid some of these issues and capitalize on the benefits of this strategy. Contact us today to see how we can help your brand. 

Chinese Trademarks and Unexpected Liabilities: Don’t Get Hustled

Chinese Trademarks and Unexpected Liabilities: Don’t Get Hustled

Guest contributor Anderson Duff of Revision Legal gives an overview of obtaining trademarks in China, and explains how local hustlers often scam foreign companies doing business in China without marks.