How to Expand the Range of Ukrainian Products on Amazon: Tips and Strategies

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Should you add more products to Amazon? In what cases will increasing your product range lead to increased revenue, and in what cases will it lead to a waste of resources? How to strategically expand your product line. We will talk about all this in our new article.

As an example, let's take an existing Amazon store. We found it through a search for the query "made in Ukraine". Its assortment currently includes 10 items. Let's try to figure out which factors indicate that the line should be expanded for now, and which ones signal the opposite.


Let's start with how the brand positions itself. It is a craft production of eco-friendly kitchen products. Hence the first conclusion.

The need to expand the product line directly depends on the positioning. Craft or hand-made niches do not imply a wealth of choice. While a store from the “everything for the kitchen” category would require a fundamentally different approach to this issue.
A limited product range helps to strengthen brand identity. By offering a limited on page seo service range of products, you can focus on developing a strong positioning, achieving associations with a certain style, quality and values.




However, this does not mean that the store does not need new products. Each product has a certain life cycle, so your “hot” product will eventually lose its former popularity and demand. It should be replaced by a new “flagship”.

At the same time, the need to systematically expand your Amazon product catalog is dictated by marketing principles. Thanks to new products, you get the opportunity to “reanimate” lost customers, get a new target audience and carry out cross-selling.

How to Expand Your Product Range on Amazon the Right Way
Expanding your product range is not a one-off action. It needs to be considered in the context of your overall strategy and the needs of your target audience. Let's look at a few strategies that will help you reach certain conclusions and make the right decision.

Focus on the flagship
Let's return to our example. The best-selling item in the store is the 18-cm mixing paddle (500+ sales last month). In comparison, the other items had about 80-100 buyers (also last month. The data is current at the time of writing).

That is, our task is to analyze the main characteristics of the product and understand the reason why most buyers choose it. In this case, it is clearly the size. We assume that it can be chosen by owners of the restaurant business and various fast food outlets. Also, such a spatula is convenient to use for cooking outdoors, i.e. various barbecue parties. Alternatively, this size of the spatula makes it an unusual gift.

Based on the information received, we conduct a brainstorming session. We answer the question: “What other products with similar characteristics can we offer to a specific target audience?”

We carry out cross-selling
One of the strategies for expanding a product line is to add products that complement the main assortment. For example, the spatulas have holes with a cord so that they can be conveniently hung on the wall. Alternatively, the manufacturer can offer hooks or convenient holders. Or barrels for storing kitchen utensils.

Assessing production capabilities
Amazon does not always dictate to us what will improve business performance. The product catalog should be replenished based on internal benchmarks. For example, every business has production leftovers. In our case, sawdust and shavings. With the right marketing positioning, we can turn them from leftovers into a popular product: for kindling, as mulch to protect the root system of plants, etc.

We are looking for the needs of the target audience
The easiest way to find out what potential/existing customers think is to ask them. Conduct a survey to find out what products they are missing or what extras they would like to see in your assortment. This can be done through a survey on the brand's social networks or through an e-mail newsletter.

Tip: people are reluctant to spend time participating in other people's research. You will need to motivate them with a prize/discount or other value.

We follow trends and seasonality
We have already written more than once that Google Trends helps us track the popularity of queries . Based on the data obtained, you can create several theories and concepts that would “get you” for the target audience. For example, if the Internet is discussing an upcoming sporting event, you can give gifts to fans with logos of famous teams.

The same applies to seasonality, or, more precisely, local and international holidays. At this time, we expect a surge in demand for goods of a certain theme. You can introduce a limited collection to the assortment, timed to a certain date.

Conclusion
Expanding the range of products on Amazon is important and necessary. The strategies described above or more classic approaches will help you with this: competitor and market analysis, search for high-frequency keywords, analytics of various relevant services.

Don't be afraid to experiment with adding new products to your assortment. Or, if you're unsure how to build a strategy, consult with our team of business analysts and digital marketers.