Have you ever ordered something on Amazon and felt disappointed just by looking at the packaging? Let me guess, the packaging was just a box with nothing on it except the FBA label. Your reaction would probably be the same if you bought an iPhone from an Apple store and the cashier handed you a plain, brown box at checkout.
Packaging affects how consumers feel. And since people often make purchases based on feelings, custom packaging is crucial for success regardless of what you're selling or where. This article will discuss how custom packaging can benefit your Amazon business, the types of sellers who need it on their products, and when it is most important.
What types of packaging does Amazon allow?
Before we dive into the main topic, let's first discuss the types of packaging acceptable on Amazon. This will help you understand the importance of customization and its effects on your brand and profits.
Amazon lets sellers put their products in boxes, polybags, or blister packs. Large products that don't fit in a standard polybag must be placed in a box, which is better because you can fortify its interior with polystyrene foam or bubble wrap. For delicate items that need to remain steady during shipping, consider using blister packs.
All three packaging types can have a generic or customized design. Generic packaging is plain, while customized packaging has a logo or brand information printed or pasted on its surface. Both types are allowed on Amazon.
The question is, would you prefer customized packaging for your products or settle for generic packaging?
My guess is that you'd prefer custom packaging, but this will cost you a bit more, depending on the material and print quality. If I'm right, my next guess is that you'd want to know how much it would cost, and if you find it expensive, you'll probably contemplate whether or not you need custom packaging. This brings us to the next question—
Do you need custom packaging for your Amazon products?
Need is a strong word to associate with something like packaging style. Also, we've already established that Amazon allows plain packaging, so the answer is NO, you don't need it. But can custom packaging benefit your online business? ABSOLUTELY! Here's why.
1. Wow your customers twice.
A poll from IPSOS reveals that packaging design influences the buying decisions of 72% of American consumers. Most of these consumers are younger adults, including the educated, the affluent, and new parents. The rest only care about product quality.
You're targeting not just the 72% of your customer base who pay attention to the packaging but ALL OF THEM. This means both your product and its packaging need to meet high quality standards.
Think about it—If I receive an item and the packaging wows me, I'd be thrilled to open it immediately. And if the product wows me, too, I'd definitely recommend it to other buyers, leave a positive review, or buy again.
2. Stand out.
Unless you're selling a unique or rare product, chances are hundreds, if not thousands, of other sellers offer it, too. Drive organic traffic to your store can even be trickier if these sellers also target the same market, for instance, Amazon USA or Amazon UK.
Utilizing various marketing channels, such as social media marketing, video marketing, PPC, and SEO, can help push your brand to the front. However, it won't give your brand the identity that will stick in the consumer's memory. Unique and eye-catching packaging will.
3. Spark an instant connection.
Imagine receiving a package from Amazon, but the courier can't find it in their van. You then offer to help and quickly spot it because you recognize the packaging. You haven't seen what's inside, but you know it was your package at first glance.
Your connection with your customers happens when they recognize your product even before they actually see it. This connection can go a long way in etching your brand in their memory so that they know where to go when they need the same product in the future.
4. Gain positive reviews.
Posting reviews is a lot of work for most buyers. Very few are willing to open their computer, log in to Amazon, search for your product, scour the page for the star rating button, and put on their writer's hat several days after placing an order just to leave a review.
There are only two reasons they would willingly do that—they are too impressed, or they are too disappointed. Their emotion was so intense that they felt compelled to tell you about it. In other words, you'll gain desirable reviews if you inspire the right emotion.
Custom packaging enhances your product's perceived quality to customers. It may raise their expectation, but if your product meets that, your chance of getting a 5-star rating also increases.
5. Get free marketing.
People leaving reviews—good or bad—have a strong urge to convince people their claims are valid. They know they can't achieve that by simply writing a dramatic text and giving the product one star. They need to back their claims with proof in the form of a video or photo.
Videos or photos attached to reviews often display the product label or brand logo on the packaging. If your packaging lacks essential business details, you could lose out on free marketing opportunities, especially if customers post their reviews outside of Amazon.
6. Avoid escalation.
Your production and Amazon's fulfillment processes aren't foolproof. Issues may occur—product defects, shipping delays, wrong item, etc.—and when they do, your customers may not know its cause immediately. Instead, they'll automatically assume it's your fault, and you should take responsibility. However, they will respond based on the impression they get from your product.
If a product arrives in plain packaging, your customers will likely think your negligence caused the issue or that they've been ripped off. But if the product is in custom packaging, they may consider the issue accidental, and while they may still complain, they are more likely to seek a resolution than riddle your product with terrible reviews.
Who should customize their product packaging?
You can customize your product packaging whether you are a manufacturer, wholesaler, white label, or private label. However, it should be clear on the print if you manufacture or resell your products. This is particularly crucial if you are white-labeling or private-labeling products. Not only should you get permission from the manufacturer or patent owner, but you also need to ensure you're not breaching exclusive rights.
Additionally, if you're private-labeling or white-labeling, your supplier might not want to customize the packaging because it increases production costs. If so, consider producing the packaging elsewhere and sending it to them. Some manufacturers provide the packaging, but to put your own spin and brand on it, ask if you can provide your own design.
Should you use custom packaging right away?
YES, you should. Many Amazon sellers make the mistake of starting with generic packaging, believing it's safer for testing the market. Considering the many benefits of custom packaging (and the risks of not using one) discussed in this article, it makes financial and marketing sense to invest in it from the get-go. Waiting for your online business to take off before embracing methods that can increase your chance of success is counterintuitive.
Customize Your Product Packaging for Amazon FBA Today!
Include your brand where possible. Maximize the space on your boxes and polybags. Just don’t forget to read and follow Amazon's guidelines on packaging. Remember that they can refuse, return, or repackage any products delivered to a fulfillment center with inadequate or non-compliant packaging AT YOUR EXPENSE.