Branded Search, ComplexCon, Event, Thought Leadership

Zen – #7 Most Amazon-able Brand @ ComplexCon

Zen

Brand mission: Innovative sneaker and clothing company seeking to represent the evolution of e-commerce for sneaker and streetwear culture.

Market insight as to why the product is hot: Their 29 brand shoe collection carries a variety of hot brands, from more established names like adidas, reebok and Timberland to more up-and-coming brands like SURF IS DEAD and I Love Ugly. 

Why will it do well on amazon: Their focus on e-commerce and exclusive products makes them a good fit for the way people shop on Amazon. They have a decent social media presence (265k on IG) which would help them overcome “the cold start problem”. 

More to come on what “the cold start problem” is on Amazon; in short, brands must invest upfront in driving traffic with most of the payoff happening months after initially launching the product. It has to do with how Amazon’s search engine “A9” works. 

As a platform for listing products, Amazon has structured their search engine to Earn Trust with their shoppers. For that reason, A9 prioritizes products with more established sales history and positive ratings/reviews. Remember 70% of shoppers never leave the 1st page…

Zen’s product offerings are rare & unique and the brands invest in driving awareness online. I know for a fact Prime Members would prefer to get their Murakami drop in 1 day and with the global logistics of Amazon, they can reach more HypeBeasts everywhere. 

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