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Amazon Exclusives Nets Shark Tank Deal

Billionaire entrepreneur and TV star Mark Cuban fished up his latest promotional effort with the aid of online retail giant The Amazon Exclusives collection of curated merchandise will be home to The Mark Cuban Collection seen on the television show Shark Tank.

This collection will feature some 20 brands and over 100 products to be featured for Amazon shoppers. Among the brands featured are Bottle Breacher and Tower Paddle Boards, the latter which EcommerceBytes featured in our prior coverage of Amazon Exclusives.

Amazon noted the Exclusives category generated over $50 million in sales in 2015. In 2016 they claim sales have grown by more than 15 percent per month, and since Exclusives launched last year, more than 60 items from Amazon Exclusives have reached category Best Seller status.

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Kyle Walker, Category Leader for Amazon Exclusives, again provided EcommerceBytes with additional context regarding the program. He credited brands that are “as obsessed about their customers, and providing great customer services, as we are at Amazon,” as ones that have stood out as fast-growing ones.

The groundwork Amazon has in place with its distribution network factored into how well these brands performed as demand escalated. “The biggest tool is our Fulfillment by Amazon service. There’s no other program available that can offer growing companies a more customer-centric mix of fast shipping and customer service.

“New products that ramp quickly in sales can be fulfilled quickly through our logistical network, where small companies usually struggle to maintain momentum and keep up with demand before they reach their full potential,” Walker said. He also noted the attraction of how Exclusives are eligible for Amazon Prime, which provides expedited shipping as a base feature.

“We’ve heard many Prime customers filter their searches for only Prime eligible offers. Sellers that tap into the Exclusives program gain that boost of increased customer visibility to our most loyal customers,” he said.

For brands aspiring to greatness once they join Exclusives, they will want to step up their product presentation and emulate the approach some sellers have featured. “They provide rich content through video and listings that tell the unique story of their products and brands. The innovative brands we work with do a great job of conveying the unique features of their products on Exclusives,” Walker said.

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David A Utter

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR’s “All Things Considered” with long-time host Robert Siegel a delightful highlight. You can find him on Twitter @davidautter and on LinkedIn.

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