How to Expand Your Amazon FBA Business to Retail Stores

Building a brand as an Amazon FBA seller isn’t just about dominating online sales. Expanding your business into retail can dramatically increase your sales and customer reach. 

Want to see your products on store shelves? It’s more achievable than you might think.

Why not just stick to Amazon?


Amazon is a powerhouse, but physical stores are far from obsolete. They offer a solid platform to boost your brand’s visibility and credibility. Plus, they provide a reliable backup income source, safeguarding against the uncertainties of Amazon’s changing policies.

The big win?

Retail presence means less risk and continued sales, even if you face issues like Amazon suspensions

Ready to grow your brand beyond the online world? Here’s how to get your products into retail stores and make a lasting impact.

What Are Retailers Looking for When You Pitch Your Products?

Getting into major retail stores can be challenging. You’ll need to convince retailers why your product deserves shelf space.

Retailers look for specific things before stocking your products. Here’s what they want to see:

  1. Show Them the Sales Numbers

Retail stores have a lot to handle—rent, staff, utilities, and more. They work with tight profit margins, so they can’t afford to stock products that don’t sell well.

When you pitch your product to a store, they’ll want to see proof that it sells well online. Why? Because if it’s not flying off the digital shelves, why would it do better in a physical store?

Think about it: If your product isn’t a hit on Amazon, what’s going to change in a store? You need to show them solid sales data. Convince them that your product is worth their shelf space and can stand out in the crowded retail market.

      2. Impress with Your Branding and Product Lineup

In retail stores, branding is crucial. These stores depend on people walking in and noticing products. Your product needs to stand out with excellent branding to catch a shopper’s eye.

Retailers are looking for a strong brand portfolio—several products that fit well in their store environment. If your current branding doesn’t quite hit the mark for retail, it might be time for a makeover. Consider a strategic rebranding of your key products to make them retail-ready. 

      3. Master the Art of Packaging

Did you know that packaging often influences buying decisions more than ads, reviews, or recommendations? In fact, 64% of customers might buy a product solely because its packaging catches their eye—even if they’ve never heard of it before.

Packaging for online sales differs from what’s needed in physical stores. If you’re selling online, you might not think much about your product’s appearance on a shelf. But if you’re aiming for retail, think again. First impressions are crucial.

Your packaging needs to grab attention. Imagine a customer pausing to admire your product—that’s what you want. Show retailers that your packaging can draw eyes and generate interest. 

Understand Marketing Strategies

In retail, it’s all about getting noticed. Shoppers see thousands of products in one trip, so brands need to stand out. That’s where endcaps and point-of-purchase (POP) displays come in.

POPs are custom displays that show off products outside their usual spot. They’re great for promotions, deals, and teaching customers about your brand. Endcaps are those eye-catching displays at the end of aisles.

When pitching to stores, show them you get these strategies. Prove your product will fit their space and attract customers. It’s not just about having a good product – it’s about making sure people see it.

Challenges of Getting Products into Retail Stores

Breaking into retail stores is tough, and only a handful of online sellers succeed. Let’s dive into the common hurdles you might face:

Building Relationships with Buyers: Your products won’t hit the shelves without strong relationships with retail buyers. Buyers focus on increasing their category’s value. If you can’t align with their goals, they’ll find someone who does.

Finding the Right Buyers: Pitching to the correct buyers within the right departments is crucial. Identifying them can be tricky but essential for your success.

Brand Strategy: Should you launch your existing brand in retail, or create a diffusion brand with different pricing and branding? A diffusion brand targets a different market segment and can boost your retail presence. However, it risks overshadowing your main brand.

Vendor Numbers: Retail stores issue a vendor number if they decide to stock your product. Many sellers from platforms like Amazon struggle with the application process and required documentation.

Capital and Production: Securing a spot in retail is one thing; having enough products to fill the orders is another. Many sellers don’t anticipate the need for substantial capital to produce on a larger scale.

Logistics: Managing logistics effectively is vital. You must figure out how to handle your distribution efficiently and affordably to avoid losses.

How to Move Your Best Sellers Into Retail Stores

The retail landscape is huge in the US. We’re talking over a million stores nationwide. Even with the online boom, physical shops are holding strong. As of 2023, there were about 329,000 brick-and-mortar stores in the country.

Here’s the kicker: Despite all the buzz about online shopping, e-commerce still makes up less than 15% of total retail sales. Wild, right?

But here’s the thing – it’s not about online versus in-store anymore. That’s old news. These days, it’s all about blending both worlds. So, if you’re an online seller looking to break into physical retail, this is what you gotta do:

  1. Understand Your Competitors

To succeed in retail, you must know how your product stacks up against the competition.

Who are your competitors? What are they selling? What are their prices? Don’t just look on Amazon; that won’t help if you’re aiming for physical retail stores.

Visit the stores where you want your product to be sold. Notice what similar brands are offering. Identify their strengths and weaknesses. This insight will help you figure out how to make your product stand out. 

      2. Enhance Your Branding

Just because your brand works online doesn’t mean it’s ready for retail shelves. But if it’s ready for retail, it’s definitely set for e-commerce.

Branding is key in retail. It’s not a one-shot deal; you need to improve it continuously. Branding involves choosing the right colors and images that represent your business to the public.

Make sure your branding is strong across your website, social media, lifestyle images, and packaging. Everything should be unified and give a clear preview of what your products are all about. 

      3. Showcase Your Product Data and Marketing Strategy

To break into retail, you need a clear edge. Your product must have a unique selling point that makes it a must-buy. Understand who your target customers are, how much demand there is, and the right price point for retail.

Make sure to outline your marketing and promotional plans to the retailer. Show them that you’re committed to not just selling your product, but helping them sell it too. 

      4. Align with the Buyer’s Goals

What’s the buyer’s big plan for their store? How does your brand fit into that vision?

For example, if a store aims to offer eco-friendly soft drinks, how does your product fit this goal? Make sure your product and your target audience match the store’s mission.

      5. Demonstrate Your Knowledge of the Retailer’s Customers

Customer needs can shift frequently, as do the demands within different categories. To get a retailer to stock your product, you need to prove that you understand exactly what their customers want in a specific category. This shows that you truly grasp the ins and outs of that category.

Conclusion

Getting your products into retail stores is a fantastic way to expand your reach and open up new streams of income. Relying solely on Amazon can be unpredictable—you never know when issues like account suspensions or listing removals might arise. That’s why having a backup plan, like retail partnerships, is so important.

When you pitch to retailers, focus on why your product will be a hit in their stores. Highlight what makes it unique and why it’ll fly off the shelves. Show them how your product can bring value to their customers in ways other products can’t.

Speaking of hurdles, we know that navigating Seller Central can sometimes be overwhelming. Lucky for you, you don’t have to deal with it alone anymore. We handle the complex Amazon issues so you can focus on growing your business.

Need a hand with Amazon Seller Central? Get in touch with Seller Candy today.