Multi-marketplace advertising strategy opens up the business map of the European market for Little Rainy
Little Rainy is a business-to-customer (B2C) international apparel retailer that primarily sells in the women's fashion category. They started selling products in the Amazon store in the UK in 2017 and quickly expanded to multi-marketplace business operations throughout Europe within one year.
Little Rainy used Sponsored Products from the beginning, then launched advertising campaigns for multiple European marketplaces while actively experimenting with a variety of Amazon Ads products such as Sponsored Brands, Sponsored Display and Stores.
One of Little Rainy’s key business strategies is multi-marketplace advertising. Little Rainy has formulated a European multi-marketplace advertising goal and strategy through a “confidence index” (a checklist created by Little Rainy) and continuously optimises advertising performance.
Multi-marketplace advertising goals in Europe
Combined with promotions
Although Little Rainy lacks experience in brand advertising operations, they’ve been able to build brands and brand image throughout Europe through advertising for a long time.
Multi-marketplace advertising strategy in Europe
Develop advertising products through the “confidence index”
At the beginning of development, Little Rainy will give different products a “confidence index”. For example, a knit sweater has always been a hot product. In 2020, Little Rainy checked the Best Seller list and as a result of the trends on such list a, launched its stacked collar-style and printed-style sweaters at very competitive prices. The confidence index of such a product is very high, so as soon as it is launched (after the product is on the shelf and Fulfilment by Amazon arrives), a Sponsored Products ad is quickly started to help customers discover products and bring orders, to help try and make it a new hot seller.
For new categories of products, Little Rainy is conservative about the confidence index. For example, when pants were first introduced, they didn’t start advertising immediately, instead waiting until after the sales operation was stable for a period of time. In the process, the linkage of different sites gives a good reference: for example, continuous sales of new products within the Amazon store in UK and Germany represent positive feedback. The problem of small sites may be lack of traffic, so it can be beneficial to advertise on these sites. If FBA inventory is sufficient, consider expanding to additional marketplaces.
Little Rainy’s confidence index rating table
- Adequate FBA inventory
- Available in colours and sizes
- Continuous sales
- Ranked around 5,000-10,000 in major categories
- Has reviews and a rating of 3.5 or above
- Eligibility for Advertising Ready Products
- Detail pages are optimised, including product descriptions, A+ content, etc.
European site case
How to use search term reports
Amazon cross-site advertising operational tools
- Amazon Ads Manager Account
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1, 2, 3 Little Rainy, 2020, China