With Prime Day 2022 around the corner, Amazon India has launched its product sampling program. The initiative will help brands introduce their products to Prime customers and increase awareness for existing and new products. Brands will now be able to create specific campaigns for sampling and product discovery, and target customers better, receive high quality feedback, and detailed reports that aid product development.
Following a pilot run for 6 months, the product sampling program has been launched for all brands on Amazon. During the pilot, over 35 brands across categories like Grocery, Beauty, Health, and Personal Care were part of the program and benefited from targeting the right customers, drive trials, and receive meaningful customer feedback. Products such as Sirona Period Pain Reliver, FURR Disposable Body Hair Removal Shaving Razor, and Chaayos Strong Golden Assam Tea have become bestsellers on Amazon.in after campaigns run by the brands as part of the pilot program.
With the launch of the product sampling program, brands can reach out to a targeted set of Prime customers on Amazon.in via sample packs to help them experience their products, receive customer feedback to improve the product before a full-scale launch, and create opportunities for repeat purchase. This capability is especially beneficial for brands who are continuously driving product innovation are looking for scalable ways to reach a relevant customer base in a digital, contactless manner.
“This launch ties in with Amazon’s commitment to provide MSMEs and brands a relevant and delightful selling experience by working backwards from their needs and innovating on their behalf to enable them to leverage the Amazon India marketplace to its full potential.”
Sumit Sahay, Director, Selling Partner Services at Amazon India says, “The product sampling program brings cost efficiencies for MSMEs and brands that are looking to embark on product trials — enabling them to target customers accurately and get access to reports that share robust insights and feedback on their products. Ahead of Prime Day 2022, several MSMEs and brands have launched new products on Amazon.in, and the product sampling program that we are introducing for the very first time will enable them to drive discovery and trials of their products. This launch ties in with Amazon’s commitment to provide MSMEs and brands a relevant and delightful selling experience by working backwards from their needs and innovating on their behalf to enable them to leverage the Amazon India marketplace to its full potential.”
Select brands across categories ran sampling campaigns only to observe successful results. The brands specified their target customer group and initiated the product sampling program. Products like Wake Me Up Blend from Third Wave Coffee redeemed over 950 samples in 7 days. The product became a bestseller in the Instant Coffee category and helped Third Wave Coffee acquire new customers.
“We saw a very good response with most of the samples getting sold within the first day itself. ”
“We are very happy with the trials program. Our expectations going in was to acquire new customers and have a 10% repeat rate among new-to-brand customers. We saw a very good response, with most of the samples getting sold within the first day itself. This was followed by heart-warming feedback on the product details page. We achieved the repeat rate objective and hence reached out to a new targeted audience. We are keen to participate in more trial programs in future," says Sachin Mehta, Founder, MPME Mart, Seller for Third Wave Coffee on Amazon.in.
Similarly, Pee Safe redeemed over 2,900 samples in 14 days and became the #1 brand in the Women's Disposable Razors category.
Says Rithish Kumar, Vice President – Strategy at Pee Safe, “Pee Safe recently did targeted product sampling for its newly launched FURR's Disposable Razor on Amazon. The aim was to understand the customer's needs and whether our product fit suitably in the market. The responses were positive as the product successfully penetrated the market and appealed to users. Due to the easy of use and easy to-carry nature of the product, it's speculated that it'll do good as the sampling proved that the product has a bright future ahead of it."
Sirona’s Herbal Pain Relief Patches were also received well by customers in the product sampling trial. Redeeming over 4,900 samples, it has become a bestseller in its category in 14 days.
“Through Amazon, we ran a sample activity with 5,000 units and it worked incredibly well for us. We want to keep doing this since it will not only enable customers to try out minis before purchasing a full-size product, but it will also enable us to draw in new buyers,” says Krishna Mishra, Head of eCommerce, at Sirona.
Presently, the product sampling program is available to MSMEs and brands at no additional cost. Brands can sign up for the product sampling program by visiting here.
This Prime Day, Amazon will continue to support MSMEs and help generate customer demand for products offered by lakhs of sellers, manufacturers, start-ups and brands, women entrepreneurs, artisans, weavers, and local shops. During the event, Prime members will have the opportunity to discover deals on a wide range of products across categories, including beauty, fashion, electronics, and home décor from sellers under various programs such as Local Shops on Amazon, Amazon Launchpad, Amazon Saheli and Amazon Karigar.
During the lead-up to Prime Day (July 7-22), members can shop from millions of products offered by micro entrepreneurs and small businesses and avail incredible offers such as 10% cashback up to INR 100*, which can be redeemed on their Prime Day purchases and more.
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