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Amazon in the Pharma industry
After more than 25 years of success and a turnover of 386 billion US dollars (2020), Amazon is opening up more and more areas of everyday life. As one of the leading marketplaces, the online store is ubiquitous and the most popular shopping platform in Germany for more than 80% of online shoppers.
This also includes the pharmaceutical market: Already 1/3 of all online OTC sales take place on Amazon and almost 60% of Amazon customers would buy OTC products on Amazon.de.
With the introduction of e-prescriptions in Germany in January 2022, this area is becoming increasingly attractive. Good to know: Amazon has secured the "Amazon Pharmacy" brand in the European trademark register - there's more to come!
Pharmaceutical companies that have not yet placed their brands and products on Amazon should do so as soon as possible in order to take advantage of the e-commerce giant to increase sales and establish a presence on the largest and most popular marketplace.
Relevance is the best argument
Amazon's relevance in the German market for digital health is also underlined by the fact that the pharmaceutical wholesaler Phoenix and the pharmacy billing specialist Noventi have joined forces and launched the Gesund.de platform to counter the competition from overseas. The platform is intended to digitally unite all healthcare services in future and already offers the sale of OTC products as well as the submission of e-prescriptions, a health guide and a pharmacy finder.
The healthcare industry is thus responding to a development that can no longer be stopped. Online shopping is becoming increasingly attractive to people. In the second year of the pandemic, Germans not only shopped more online, but also more frequently. This also applies to healthcare: no queuing in front of or inside the pharmacy, more than enough product information, convenient and fast. The current situation even contributed to 16% of online shoppers ordering medication online for the first time and 10% seeking medical advice for the first time.
therefore it is not surprising that we also find an online pharmacy in the top 10 marketplaces in Germany: In addition to selling OTC products, the shop pharmacy also offers the option of a so-called brand store and provides extensive content marketing opportunities to adequately place both brands and products.
5 points to note: How to boost your marketplace business
We support you as a strong e-commerce partner and develop your marketplace strategy. The following points should be considered:
- CI-specific presentation of the company and brands in your own brand store.
- Attractive and eye-catching presentation of the products in your own look & feel.
- Increasing the frequency on the brand store and product pages through advertising (e.g. Amazon SEA, eBay ads etc.)
- Strategic content maintenance (SEO for marketplaces). Amazon is one of the world's largest search engines alongside Google.
- Broad positioning - Amazon bundles most buyers in Germany, but in terms of relevance, marketplaces such as eBay or Gesund.de are also playing an increasingly important role alongside online pharmacies.
Curious to find out more?
Feel free to contact me!
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