Amazon is having a big sale, giving away luxury cars worth up to 3 million!

Amazon is selling big and spending big, with the best gift being a Lamborghini!

Recently, the well-known Amazon brand Nello issued a notice that it will provide additional incentive policies for cooperating TikTok influencers. From September 1st to 30th, influencers will receive additional rewards on top of the 25% sales commission.

Internet celebrities with a GMV of more than 1 million US dollars can receive a Lamborghini Urus as a reward. The current price of this car is as high as 3 million RMB, which is enough to show how much importance Nello attaches to the TikTok influencer industry.

According to information, Nello was founded in 2021 and its main products are nutritional supplements. According to its official website, the brand founder said that he felt anxious at the time and could only maintain his condition by consuming a lot of caffeine, but he developed serious health problems over time.

At this time, it would be great if there was a healthy and delicious drink to help people relieve anxiety and improve their health. It was with this idea in mind that Nello came into being and developed into the health drink giant it is today.

Currently, Nello has deployed multiple channels including Amazon, TikTok and other mainstream platforms. On Amazon, Nello's SuperCalm series has become a star product among similar competing products.

Take one of the listings as an example. This 20-pack of instant supplement is priced at US$39.9, with 959 reviews and an overall score of 4.3. In the past month, more than 50,000 orders have been sold, which means a GMV of US$2 million. This is just one listing under the brand.

Compared with other categories, Nello's product repurchase rate is significantly higher. If user stickiness is cultivated, consumers may place new orders every once in a while and will be more receptive to new products launched by the brand.

In addition to Amazon, Nello's layout on TikTok is also quite mature. At present, Nello's official TikTok account @drinknello has accumulated more than 10,000 followers, and the number of video likes has exceeded 300,000. The main business of the account also has an independent website link, which can direct traffic to its own official website and TikTok store.

In TikTok Shop, Nello's same product seems to be priced slightly higher than on Amazon, but sales have not decreased at all. Over 190,000 packs of one supplement have been sold through TikTok Shop.

On the other hand, influencer marketing is also an important means of attracting traffic for Nello. As mentioned earlier, Nello will provide influencers with a commission of up to 25%. That is to say, for a product priced at US$40, the influencer can get US$10 for each sale. Such a high commission rate can undoubtedly attract a large number of Internet celebrities to endorse it.

Taking advantage of the peak sales season in September, Nello launched a challenge called Nello TikTok Prizes. According to the poster, Nello has launched different incentive policies for influencers, ranging from the cheapest Apple mobile phone to luxury cars and watches worth millions.

As the saying goes, when there is a big reward, there will always be a brave man. Nello's move is bound to attract a large number of small and medium-sized Internet celebrities to support it, and the brand's exposure and traffic will then usher in a small peak.

However, with overwhelming marketing, brands may also suffer from the backlash of traffic.

A large number of anti-spam stickers have appeared on TikTok. Is the brand going to collapse?

After searching for brand keywords on TikTok, Yien.com found that the videos that appeared at the top were not promotional posts. Instead, most of them were calling on consumers to avoid this brand. What’s going on?

Judging from several of the more popular videos, many of the keywords that appear are words such as "avoid mines", "don't buy" and "fraud".

In one of the videos, an American woman said that she had heard from many people that Nello's products were good, so she placed an order on TikTok, but after drinking it for a while, she found that it had no effect.

In addition, some netizens questioned that many of the marketing content and even the sales pitch for this product are the same, which inevitably makes people feel that these people are only promoting the product after receiving money, and do not really recognize this brand.

On the other hand, due to Nello's recent momentum, many counterfeit brands have emerged that use its name to cheat people, which has also brought a lot of negative impact to Nello.

In fact, for a brand, traffic is a good thing, but if the marketing is excessive, consumers will also be disgusted with the brand. For example, the marketing activity of giving away Lamborghinis this time, although from the perspective of influencers, it is indeed possible to promote the brand desperately for high rewards, but in the eyes of consumers, it may be another matter. After all, some people may not accept that they spend real money and it ends up becoming a luxury reward for others.

Of course, although we do not support excessive brand marketing, it is still important to find a good marketing channel. Judging from recent trends, Amazon and TikTok seem to be deeply integrated.

Amazon joins hands with TikTok, sellers may usher in a new traffic window

Some time ago, an Amazon spokesperson said that Amazon has signed a cooperation agreement with TikTok, and TikTok users can buy Amazon products without leaving TikTok. It is reported that this new advertising model has increased the click-through rate of products by 70%, and sales are expected to increase significantly.

This cooperation can be said to be a win-win situation for Amazon and TikTok. Amazon gives concessions to TikTok to expand its user resources, and TikTok provides resources to obtain part of Amazon's profits.

Some industry insiders believe that Amazon must have felt the impact of Temu and is likely to actively seek cooperation this time. In addition, it is also building alliances with multiple social media to increase traffic, from Facebook, Instagram to Pinterest, and the top-tier TikTok is a key partner.

Many sellers are also excited about this cooperation. In the past, Amazon sellers’ off-site traffic diversion was usually not accurate enough and was easily intercepted by competing products, but TikTok’s fixed-point push and direct ordering can accurately divert traffic.

Some analysts believe that TikTok is mainly streaming advertising, and the types of advertising that Amazon connects with it are most likely SD, SDV, and SB. SD advertising may become an explosion point in the future.

An Amazon spokesperson said Amazon's in-app shopping applies to select products promoted on TikTok and sold by Amazon or independent sellers on the platform.

However, it seems that third-party sellers are not able to place advertisements at present, and we will have to pay attention to subsequent developments for the specific situation.

Amazon

TikTok. Talent