Welcome to the dtc deep dive. Today we have a chat with Mordechai Hoffmann, director of Red Moose, a shoe care DTC brand that also sells on Amazon..  Mordechai gives us a crash course on using Amazon to its fullest potential, and how it can enhance your DTC operations.

• Red Moose started off as a ‘mom & pop shop’ that began selling 3 shoe care products on Amazon.
• On modernizing the shoe-polish niche. To grow they had to expand their catalogue to more contemporary products, such as white-sneaker polish.
• On doing well on Amazon - you need to create a brand image to stand out from the crowd. Amazon always makes upselling very easy. 90% of Red Moose customers find them via Amazon.
• On Pricing. Amazon does a ‘dirty trick’ by removing the Buy Box if you have a cheaper price for the same product in your own store. So to get around this, you need to set a few products aside to be exclusive on your site.
• On staying on the top of the Amazon search. You either go cheaper, or you provide a premium product. Do the latter, don’t race to the bottom and cheapen your brand.
• On producing the best product images on Amazon: You can’t have anything except a white background, so use your product’s packaging to make the image pop.
• On going from Amazon to DTC. For Red Moose, Google has been a winner for them, as they are dominating search in the relatively small niche of shoe polish.

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