A Guide to Selling Gardening Supplies and Equipment on Amazon.

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Industry Guide
  • DATE: 16/04/2024

Amazon’s vast marketplace offers an abundance of choice for would-be green fingers and seasoned gardeners alike and, bountiful opportunities for sellers offering garden supplies and equipment to tap into this market.

In 2022, revenue in the DIY, Garden & Pets segment reached around US$28.92bn – gardening represents a large portion of that. Want to dig into this market share? Here is a guide on how to sell gardening supplies and equipment on Amazon.

What does the market look like for Gardening Supplies and Equipment?

Amazon is a powerhouse that offers ample opportunity for retailers and those within the gardening segment can take advantage of.
The segment saw a boost in sales during the COVID-19 pandemic as people turned to doing up their gardens and adding greenery while they spent much of their time indoors.
As we have moved on from the pandemic, sales in this segment have still been robust. While there are big names within the Garden and Outdoor sector, brands can still compete within the smaller subcategories, like gardening supplies and equipment. We have highlighted two sub-categories within that segment below:

 

Flower Fertilisers Overview

Flower Fertilisers Overview Marketplace Overview

Flower Fertilisers Segment Evolution

Flower Fertilisers Segment Evolution

Data from 31/03/23 – 31/03/24

 

Secateurs and Pruning Scissors

Secateurs and Pruning Scissors Marketplace Overview

Secateurs and Pruning Scissors Segment Evolution

Secateurs and Pruning Scissors Segment Evolution

Data from 31/03/23 – 31/03/24

 

While the top 5 players hold 75% and 65% of the market share in flower fertilisers and secateurs and pruning scissors respectively, it doesn’t mean there isn’t room for brands to enter the space. As an Amazon seller, you should build a long-term strategy that incorporates a multi-channel approach for generating awareness of your brand off Amazon as well as on Amazon. Off Amazon, strategies can incorporate Google, Social Media and influencer marketing while supplementing your efforts on Amazon.

So, what’s the best approach for Amazon? Let’s dive into the guide to set up for success on the platform:

 

How to make your sales of gardening supplies and equipment bloom

To get set up for success on Amazon there are a few foundational must-haves to build a nice income. Here are our top tips for doing this, let’s dig in.

 

1. Optimise Product Listings for a boost

Amazon’s A10 algorithm powers the Amazon Search Result Page and decides which products to recommend. It uses data such as listing keyword placement, conversion rate, consumer purchase behaviour, sponsored ads and others.

While a lot of factors determine placement, you should ensure your product listings are optimised as best as they can be to encourage conversion rates etc. Here’s how to do it:

Conduct Amazon Keyword-research

Without keyword research on Amazon, you are listing your product blindly. You may know how you would search for your product, but you don’t know how your customers will search for it. And that can make a big difference.

So, say you’re a brand selling “Large plant pots” and are looking to create a product listing that stands out, here’s how we would conduct some keyword research;

We use platforms such as Helium10 to search for a specific search term, i.e. “large plant pots”. The platform allows us to see the search volumes of “large plant pots” and its related keywords. Then you may want to add more words to this like “large ceramic garden plant pots” to see search results.

 

Add Keywords to Your Product Title and product description

Once you have conducted your keyword research, we recommend including the most important, high-search volume keywords in your product listing title.

Think about it from your potential customer’s perspective – they’re going to search for exactly what they are looking for, so these words should be included in the title. You have a character limit of 80-200, depending on your product category, so check what this is with Amazon’s Style Guides.

Include the main keywords in the title, keeping it concise and direct. Extra keywords can be transferred to backend search terms, bullet points and descriptions.

Keep the most important keywords/message in the first 70 – 100 characters

  • Unicorn layout “Brand – Product Name (with KWs) – Colour – Size/Quantity”.
  • Hyphens should be used to separate topics and commas to separate words.
  • There is no need for extra information in the title, it can be expanded in the bullets.

 

For your product description, you want to elaborate on the bullet points above and give the customer a reason to buy your product. You can add HTML to this description to make it more readable and appealing to consumers. Include details about your brand, the benefits of the product and any “extras” you may offer, such as a warranty. We have an Amazon product listing optimisation guide which you can use to set up your create discoverable product descriptions.

 

Add Images & Videos

Adding visuals will make your product listing stand out and a good image and/or video can sell faster than any piece of text can. You can add up to nine images within a product listing, including a main image and potentially a video.
Well-photographed, professional images are an absolute must for your listing. Ensure that your main image is on a white background, and include a mix of product and lifestyle images that clearly show what your product is.

Amazon Video is becoming predominantly more important. With the rise of TikTok over the past few years, all social media platforms & advertising platforms have been prioritising this feature as statistically, people prefer to obtain information through short videos than reading text.

Video is the easiest way to develop that emotional connection, to help the customer picture the product in real life and how it will benefit them.

Here are some best practices for videos on Amazon product listings:

  • Stay consistent
  • If using voice-over, use subtitles
  • Include quick introduction
  • Ensure it is short yet informative
  • Have a key takeaway

 

2. Pricing strategies that weed out the competition

To grow your sales, develop a pricing strategy balanced between profitability and competitive pricing.

Developing a smart pricing strategy that is flexible is key to success on Amazon, here’s how to do it:

  • View Amazon Pricing History: This provides crucial information about pricing trends, market competitiveness, and consumer buying habits. By understanding how prices have changed historically, you can more effectively predict future price trends.
  • Leverage Technology: Automated repricing tools can help to implement smart and dynamic pricing.
  • Utilise competitive pricing: You can monitor your competitors’ prices and adjust yours to beat prices to remain competitive.
  • Implement value-based pricing: It’s not always about being the lowest price to beat the competition. Too cheap can raise red flags about the quality of your product. Highlight the value of your products and consider customer feedback when creating your pricing strategy.

 

3. Navigating Amazon fulfilment options for selling your gardening supplies and equipment.

Next up, you want to work out how to send your gardening supplies and equipment to your customers! Amazon has several fulfilment options available – here’s a handy guide explaining the ins and outs of the different Amazon fulfilment options.

For this article, we will talk about the two main fulfilment options you might consider: Fulfilment by Merchant (FBM) and Fulfillment by Amazon (FBA).

 

What is Fulfilment by Merchant?

With the Fulfilment by Merchant (FBM) option, the brand is responsible for storing products in its warehouse or with a 3rd party fulfilment provider (3PL).

This includes storage, picking, packing and labelling, which can be taken care of in-house or with the assistance of a third-party logistics partner. You will record your products on Amazon, where buyers can purchase, but that’s the end of Amazon’s involvement.

Sellers that use this method without having prime eligibility, won’t show the Prime badge on product pages. If you want Prime Access, you can choose the Seller Fulfilled Prime (SFP) method, which we will talk about in the next section.

Great for:

  • Customisable products as they cannot be sold through FBA
  • Low sales volume as FBM can be a cost-effective option
  • Large or Bulky Items: as they may incur higher storage fees in FBA
  • Brands that want to provide a personalised customer experience as this option allows brands to send personalised packaging, branded cards and a more tailored experience.

 

What is Fulfilment by Amazon?

In the Fulfilment by Amazon (FBA) option, Amazon manages the complete customer delivery experience. FBA allows products to be shipped to an Amazon fulfilment centre, where Amazon takes care of the rest – from storage to shipping and delivering to buyers.

Great for

  • Brands that have high sales volume as Amazon can streamline the fulfilment process, this is especially important during peak seasons or busy periods.
  • Brands looking to tap into the Prime customer base as FBA products are eligible for Amazon Prime
  • Brands looking to expand their reach to international markets, allowing efficient international shipping and handling of orders.
  • Brands with limited warehouse space or those seeking to minimise their fulfilment logistics and expenses.
  • Brands fighting for the buy box

 

Best practices for your inventory planning:

  • Build and maintain relationships with suppliers
  • Monitor your sell-through rate
  • Restock popular products quickly
  • Run promotions to reduce ageing inventory
  • Keep an eye on your margins
  • Reduce excess inventory to increase your profitability
  • Choose the right inventory management system
  • Maintain four weeks of inventory cover

 

4. Focus on building customer reviews

Word-of-mouth is a powerhouse for brand promotion, but it’s relatively out of your control (other than creating a product or experience that gets people talking!). The next best thing is customer reviews.

The more reviews you have the higher your trustability is. This is powerful in swaying purchasing decisions for customers, an important factor for a large segment. Building reviews is a long-term strategy that’s mixed with a focus on customer service and experience, but if you get it right this has the power to set you apart from the competition.

As well as converting customers, more reviews spell out some nice benefits; they affect keyword ranking, buy box eligibility and the ability to qualify for Amazon’s Choice Badge.

Reviews are crucial as they build trust in a product, with customers relying on positive reviews to guide their purchasing decisions. These reviews offer valuable insights into a product’s quality, usefulness, and potential issues, empowering potential customers to make informed choices.

How to do this:

1. Focusing on building a seamless customer experience. Invest in great customer service, purchasing experience and shipping process. All of this helps to foster positive sentiment that will encourage customers to leave a great review.

2. Enrolling in Amazon Vine is one of the best ways to get Amazon reviews fast and is great for new products to obtain reviews. The programme is open to sellers who use Fulfilment by Amazon (FBA), have fewer than 30 reviews and have an eligible Amazon Standard Identification Number (ASIN).

3. Implementing post-purchase follow-up emails to gather feedback. You can request reviews either via Amazon Seller Central or by third-party tools that do it automatically while respecting Amazon’s policies such as FeedbackFive. Once an order has been delivered to your customer, you can request a view from customers inside Order Reports. This feature allows you to send one follow-up email to shoppers within 4 to 30 days of the purchase, and you cannot send two requests.

4. Leveraging social media and other channels to drive initial reviews. A key selling strategy that can lead to organic Amazon reviews is encouraging your social media audiences to leave reviews. Building a robust social media strategy that focuses on brand awareness and conversion can grow your sales on Amazon.

To effectively manage your reviews, set up daily check-ins via Amazon Seller Central where you have a comprehensive dashboard that displays your reviews.

 

5. Utilise Amazon Advertising to boost sales

A key marketing strategy to sell your gardening supplier and equipment on Amazon is to utilise Amazon Advertising. Granted, one major consideration is budget as this category has big competition which means higher bids are needed for Cost-per-clicks (CPC) and competing with bigger brands.

Amazon advertising for gardening supplies and equipment could be a full article itself (see a complete Amazon Advertising Guide for Brands: From Sponsored Products to DSP here) but we have highlighted some of the Pay-per-click (PPC) ads you can utilise in this case:

Self-Service Amazon PPC includes:

  • Sponsored Product Ads: Crafted to elevate the visibility of individual products, these ads are tailored to appear alongside organic search results.
  • Sponsored Brand Ads: Designed to enhance brand recognition, these ads showcase a brand’s logo, a curated selection of products, and a captivating tagline.
  • Sponsored Display Ads: Capitalising on the power of product targeting, these ads extend beyond Amazon’s confines, reaching potential customers even as they explore the broader web.

Searching for a robust advertising strategy that will power up your PPC campaigns for your electrical products? Download our Amazon Advertising Plan Template.

 

Our thoughts

Want to grow your gardening business and make your sales bloom? Amazon is the right place to be for this!

While the gardening segment may be saturated, the key is to niche down into sub-categories and selling gardening supplies, and equipment presents an opportunity to stand out.

What it comes down to is researching your segment, taking a look at what your competition is doing right and what they are doing wrong (so you know what not to do!) and creating an optimised product listing, seamless customer delivery and shopping experience and finally a marketing strategy that looks at how to promote your product listing, such as Amazon PPC.

Using the above guide to start your Amazon journey will help massively, as will staying on top of reporting and analysing your results to make improvements as you go along. You can do this, we be-leaf in you! (Sorry, had to be done).

Who are we?

We aren’t your typical agency. We truly partner with the brands we work with; your success is ours. We bring creativity, enthusiasm, and innovation to every brand we partner with. We aren’t afraid to tell you what’s wrong, and we will always share what can be done better. We strategise together: We are consultants, advisors and Amazon experts here to help you on your journey. Our expertise is an extension of your team; we are your Amazon partner.

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