Products for 96% of brands in L2’s Food Index are listed on Amazon, and nearly three-quarters of those listings are sold directly by the e-tailer instead of third parties.
Because it offers expedited delivery at a low cost and the opportunity to bundle, Amazon provides a significant e-commerce opportunity for brands. Brands with better visibility – higher appearance in search results and developed pages – are likely to garner more e-commerce sales. Investments on Amazon product pages reflect brands’ awareness of this: Nearly two-thirds have invested in enhanced product descriptions, which includes featured recipes, product videos, multiple product images, and additional branding.
L2’s Insight Report on Food E-tailers finds that most brand investments on Amazon product pages are highly visual. For example, 99% of official distributors in L2’s Food Index showcase multiple product images. This is especially striking when compared to brand investment on Walmart, where just 17% of Food brands employ multiple product images.