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What Amazon’s Integration With Adobe’s Magento Platform Means for Your E-Commerce Strategy
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For retailers and brands operating across multiple channels, providing a consistent and personalized shopping experience throughout each storefront can be challenging, as the functionality, logistics, and data availability, among other variables, can vastly differ from channel to channel.
Conversely, for established Amazon sellers seeking to expand to other channels, launching a new storefront can seem daunting without the tools and resources that are available on Amazon’s platform.
To streamline multi-channel selling, as well as help Amazon sellers launch their own branded stores, Amazon and Adobe earlier this year teamed up to integrate Amazon selling features to Adobe’s Magento e-commerce platform — opening up opportunities for sellers to operate their standalone storefronts and Amazon storefronts in unison.
Inside the Integration Features
With a mission to deliver a “single, end-to-end digital experience platform,” Adobe in 2018 acquired e-commerce platform Magento. The deal united the Magento Commerce Cloud with the Adobe Experience Cloud to a single platform, bringing together digital commerce, order management, and predictive intelligence to enable shopping experiences that scale from small to enterprise businesses.
Built on open source technology, Magento is a prominent e-commerce platform for providing online merchants with a flexible cart system as well as control over the visual elements, content, and functionality of their online storefront.
To further expand its offerings, and join forces with the No. 1 online marketplace in the U.S., Adobe in May 2019 announced Magento Commerce branded stores for Amazon sellers, a new offering available through Magento that runs on Amazon Web Services (AWS). The solution is designed to give sellers a seamless way to grow their business and manage their online presence across Amazon.com and their own storefront.
The integration includes Amazon merchant tools like Amazon Pay and Fulfillment by Amazon (FBA) — providing merchants with the company’s convenience and shipping features that draw consumers to Amazon’s platform — and is built to deliver faster page load times and better conversions, as well as the ability to scale for peak shopping days such as Black Friday and Cyber Monday.
To use the feature, Magento merchants can add Amazon as a sales channel from their Magento admin page and then select which products they want to list on the marketplace. On the other hand, Amazon merchants can automatically manage their inventory directly from the Magento platform.
The integration also includes a pricing feature that helps retailers set prices for their products on the site, allowing users to set pricing rules for the Amazon sales channel. They can manage multiple brands at once with access to multiple accounts, as well as leverage access to Amazon’s product data that they might be lacking from their own standalone storefronts.
What Does This Mean for Your E-Commerce Strategy?
Amazon and Adobe’s collaboration is particularly beneficial for small and mid-sized businesses, as well as direct-to-consumer brands, in that it allows Magento merchants to synchronize their existing e-commerce channels with their Amazon storefronts, while leveraging Amazon’s data, resources, and supply chain. Although Magento itself does not provide a logistics solution, merchants can now commit to one- and two-day shipping via Amazon’s FBA program.
Magento merchants can now enhance their own e-commerce storefronts with data from Amazon’s product information. For instance, if a product is listed on their standalone site via Magento, Amazon will automatically take that data from the Amazon listing and add it to the merchant’s product details on its own site.
In addition, the partnership gives smaller merchants who want to expand their footprint a proven platform to launch their own web stores — with Adobe’s suite of personalization and design features — while maintaining key Amazon features without having to launch a standalone site and logistics strategy from scratch.
As a third-party seller on Amazon, or perhaps a D2C brand seeking to establish an Amazon presence, Adobe’s Amazon integration provides you with the best of both worlds. You can operate your own standalone storefront, with control over your branding, personalization features, and design aspects, while also leveraging Amazon’s market-leading convenience features, data, and supply chain logistics to support your business as you scale.
Amazon is constantly rolling out features to make the shopping experience more seamless, personalized, and enjoyable for the customer. This partnership shows the company’s efforts to do the same for its merchants, too.
While many small retailers begin their online businesses on Amazon to access its vast audience and logistics network, the natural next step is often to develop their own standalone sites to enhance their online presence and reach consumers directly. Magento-branded stores can make this step easier for retailers, while still maintaining the customer-centricity and convenience aspects that consumers crave from Amazon.