Petrovic says the start-up’s headphone technology is all about helping to complete music’s journey from the mind of the creator to the mind of the listener in the most accurate way possible.
“It’s a fabulous time to be a music listener, with all the music that’s ever been written at our fingertips, going back centuries. But we all hear differently and our sound system makes it easier to hear music clearly and makes it a more detailed experience.” It does this by measuring how individual users hear sound, including the sounds to which the user is more or less sensitive. The headphones are then adapted to these specificities.
Commenting on the value of selling on the site, Petrovic cites research that shows in the US, more people now go to Amazon to look for items they need than look for products on search engines. “It’s only a matter of time before this happens in Australia too.”
Bed linen and homewares experts Canningvale Australia is another company that’s found success with Amazon. It has been sold on Amazon since it launched in the Australian market in 2017. Canningvale has steadily built up its sales through the site and Amazon has allowed the business to diversify its customer base away from its traditional market in the 45-plus age bracket to a younger demographic of people in their 30s.
Important trading opportunities such as Amazon Prime Day have helped to buoy revenue, with Canningvale enjoying a 500 per cent lift to sales during the promotion.
“We experienced a halo effect thanks to Prime Day. Towel sets were especially popular, and this helped sell other products,” says managing director Jordan Prainito, 42, whose grandfather started the business in 1977.
A recent 30 per cent off promotion Canningvale ran also shows how valuable Amazon is as a sales channel, with hundreds of additional products sold during the sale. Prainito says the business is looking to offer a special promotion once a quarter, to give sales performance a nice lift during the period.
Typically, the homewares industry follows a “high low” sales model, with a portion of product sold at the recommended retail price and remaining stock sold at a discount after a period.
“At some points it’s appropriate to sell at full RRP, while at other times we drive extra volume. It’s all about getting product into people’s hands and Amazon is a great way to do that.”
Supply chain management is critical for Canningvale, which uses Netsuite, an Enterprise Resource Planning System offering pricing and inventory management tools to help manage sales.
Prainito’s advice to businesses thinking about listing on Amazon is to optimise product listings.
“We’ve recently revamped our listing, changing the structure from block text to more sparse copy featuring four or five key features. Images are important and we find a simple picture of a product against a white background helps to lift our sales volumes. It’s also really important to ensure you are competitive on price.”
Nura’s Dragan Petrovic has some extra advice about how to optimise listings. “You have to make sure the information in the listing can be read by both consumers and can be searched for by customers using key words, so it appears as high up the search list as possible. It’s not so much about the words, it’s more about having complete information.”
Nura and Canningvale were among businesses sharing their stories at the Amazon Seller Academy in Melbourne in March. More than 500 sellers took part in the academy, which is designed to empower small Australian businesses to grow, as well as provide practical advice and illustrate best practice for Amazon sellers.
Head of brand for Amazon in Australia Andrew Howie hosted the academy, which also heard from Rocco Braeuniger, Amazon Country Manager and Fabio Bertola, Head of Amazon Marketplace Australia, as well as a number of successful sellers.
Commenting on Canningvale’s future with Amazon, Prainito says the platform is beneficial for all online operators. “A rising tide lifts all boats and Amazon will lift the whole online market, at the same time giving people more options and making their life better.”
A great outcome for businesses and their customers.
There are more than 10,000 registered Australian sellers active on Amazon.com.au. To find out more about becoming a seller go to www.amazon.com.au/sell.