Bloom & Bone

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Section 7 of 30 · Commerce0% of plan

07 · Amazon

What role should Amazon play in Bloom & Bone?

Why this matters

Amazon has different economics, customer behavior, search dynamics, review requirements, advertising needs and fulfillment considerations. It is not a copy of the website.

Amazon is a second commercial engine inside the same business. Answer it on its own terms — the customer arrives already searching, compares in a grid, and decides on price, reviews and images before they ever read a word of brand story.

Your brand north star says

Nothing locked in yet — fill in Brand Ethos and it will show up here.

How do we preserve our brand personality inside Amazon's more standardized environment?

Your answer

Rank why Amazon exists for us
  1. 1Incremental sales
  2. 2Discovery
  3. 3Search demand
  4. 4Consumer trust
  5. 5Convenience
  6. 6Reviews
  7. 7Fast delivery
  8. 8Subscription
  9. 9Competitive defense
  10. 10Retail credibility
What does Amazon do for Bloom & Bone that DTC cannot?
What does DTC do that Amazon cannot?
Amazon launch timing
Why?
What must be true before Amazon launches?
Amazon fulfillment model
Who owns Seller Central?
Who owns inventory?
Who manages replenishment?
Who manages listings?
Who manages reviews?
Who manages customer questions?
Who manages advertising?
Same MSRP as DTC?
Same subscription discount?
Same promotions?
Same bundles?
Channel-exclusive offers?
Amazon-exclusive pack sizes?
How do we prevent one channel from undermining the other?
Amazon assortment
Daily Multi
Product
Pack size
MSRP
Margin
Launch timing
Subscription option
Inventory allocation
Advertising priority
Future Joint Health
Product
Pack size
MSRP
Margin
Launch timing
Subscription option
Inventory allocation
Advertising priority
Future Energy
Product
Pack size
MSRP
Margin
Launch timing
Subscription option
Inventory allocation
Advertising priority
Bundles
Product
Pack size
MSRP
Margin
Launch timing
Subscription option
Inventory allocation
Advertising priority
Multipacks
Product
Pack size
MSRP
Margin
Launch timing
Subscription option
Inventory allocation
Advertising priority
Future SKUs
Product
Pack size
MSRP
Margin
Launch timing
Subscription option
Inventory allocation
Advertising priority
Listing title — what must communicate immediately?
Bullet 1
Bullet 2
Bullet 3
Bullet 4
Bullet 5
Image stack — what does each slot have to prove?

1. Hero Product

What does this image have to do?

2. Primary Benefit

What does this image have to do?

3. How to Use

What does this image have to do?

4. Ingredient Story

What does this image have to do?

5. Why Bloom & Bone

What does this image have to do?

6. Daily Routine / Lifestyle

What does this image have to do?

7. Proof / Comparison

What does this image have to do?

Do we need listing video?
If yes — what should it communicate?
Amazon Brand Store modules
What should the Amazon Store teach beyond the product listing?
Brand terms
Category terms
Need-state terms
Ingredient terms
Competitor / alternative terms
Top five searches we want to compete for at launch
Advertising we will run
Monthly advertising budget
$
Primary KPI
Secondary KPI
Testing cadence
Who owns Amazon advertising? (Do not assume it is the Meta and Google partner.)
Review goal — 30 days
Review goal — 90 days
Review goal — 6 months
Who monitors reviews?
Who surfaces review themes?
Who responds where appropriate?
Who escalates complaints?
Top customer questions (running list)
Top product complaints (running list)
Amazon competitive audit — top five
Entry 1
Competitor
Price
Pack size
Rating
Review volume
Subscription offer
Primary claim
Hero image quality
Listing quality
Video
Sponsored presence
Promotions
Strengths
Weaknesses
Entry 2
Competitor
Price
Pack size
Rating
Review volume
Subscription offer
Primary claim
Hero image quality
Listing quality
Video
Sponsored presence
Promotions
Strengths
Weaknesses
Entry 3
Competitor
Price
Pack size
Rating
Review volume
Subscription offer
Primary claim
Hero image quality
Listing quality
Video
Sponsored presence
Promotions
Strengths
Weaknesses
Entry 4
Competitor
Price
Pack size
Rating
Review volume
Subscription offer
Primary claim
Hero image quality
Listing quality
Video
Sponsored presence
Promotions
Strengths
Weaknesses
Entry 5
Competitor
Price
Pack size
Rating
Review volume
Subscription offer
Primary claim
Hero image quality
Listing quality
Video
Sponsored presence
Promotions
Strengths
Weaknesses
Where can Bloom & Bone win?
Where are we starting behind?
Amazon launch readiness

Amazon Readiness

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Amazon Economics Calculator

Amazon costs money in places DTC does not. Enter the real numbers, then compare the contribution of one Amazon order against one DTC order.

Selling Price
$
Product Cost
$
Referral / Marketplace Fees
$
FBA or Fulfillment Fees
$
Inbound Freight
$
Storage
$
Returns Allowance
$
Advertising Cost
$

Net contribution per Amazon order

$0.00 / 0%

Selling price minus product, marketplace, fulfillment, freight, storage, returns and advertising.

Net contribution per DTC order

$0.00 / 0%

Pulled from the Unit Economics page. Fill that in for a real comparison.

Read it out loud

Enter the Amazon inputs above and complete Unit Economics to see the side-by-side comparison.

Assumptions to revisitWhat is least certain about the Amazon numbers above?