Independent Stations Continue to Grow by 71%! How Did Amazon's Best Seller ANKER Transform to an Independent Station?

Faced with the increasingly serious account suspension and policy changes in the Amazon market, merchants are seeking risk diversification strategies to reduce their dependence on a single platform. Among them, building independent websites is gradually gaining popularity. Today, let's talk about how Anker Innovations, a "cross-border top student", gradually got rid of its "Amazon addiction" and used its independent website multi-channel layout to start globalization.

How did Anker Innovations get started?

ANKER's founder and CEO: Yang Meng, described the company's development path as "built through three stages, starting with Amazon". At the beginning, they found that on Amazon, the prices of highly rated products were too high, while the scores of low-priced products were not high, which was not the best choice for consumers. ANKER keenly seized this opportunity, taking advantage of China's supply chain advantages, and produced a series of cost-effective products, gradually occupying the top traffic in the market and forming the initial shape of the brand.

In this process, ANKER achieved a transformation from nothing to something. By June 2013, Anker had become Amazon's largest 3C accessories brand in the world.

After forming the initial brand, ANKER began to focus on brand building and put more energy into product research and development. However, investment in product research and development alone is far from enough. ANKER also faces the same problems as other sellers: the increase in traffic costs, the risk of dependence on Amazon, and the limitations of a single market, so investment in brand marketing is essential.

During this stage, Anker began to build its own independent website and gradually achieved success.

Anker Brand Matrix

Anker products include three series: charging, wireless audio, and smart innovation.

The 2022 financial report shows that the independent station revenue has a strong growth momentum, with a growth rate of 71.75%. Although the total revenue of its independent station in 2022 was only 676 million yuan, accounting for a small proportion of the total revenue (4.75%), the increase in its offline and Amazon proportions is enough to prove Anker's determination to get rid of "Amazon dependence".

On the Amazon platform, Anker has leveraged its huge user base and mature shopping environment to win the love and trust of consumers by continuously optimizing its products and services.

However, compared with the Amazon platform, independent sites provide more freedom and possibilities in terms of layout, including brand image, sales strategy, price setting, customer relationship, etc. On the Amazon platform, these elements may be affected by platform policies and rules, especially the accumulation of customer assets. On independent sites, Anker can make adjustments according to its own strategic needs.

In addition, independent sites provide a richer user experience. Anker can customize independent sites according to its own design and functional requirements, providing a unique shopping experience, while on the Amazon platform, the user experience is unified and difficult to distinguish from other sellers.

Originally, ANKER would direct private domain traffic to Amazon, but now it is gradually directing traffic to its own independent site, and the proportion of independent site business is increasing year by year.

This also shows that if you want to build a real brand, you cannot rely on a single "channel", but need to do so based on diversified channels.

Anker Independent Station Analysis

Anker has successfully created a series of impressive products, including Anker, Soundcore, eufy and other brands, each of which focuses on a specific field. These brands together constitute Anker's powerful brand matrix.

The following is an in-depth discussion of how Anker’s independent website is designed and promoted, hoping to provide more inspiration and enlightenment to Amazon sellers.

Website design

The visual design of the official homepages of the three major brands Anker, eufy, and Soundcore in the United States, Canada, the United Kingdom, Germany and other countries is basically the same, and the content layout is also similar. However, Anker's site in Russia has been greatly differentiated. At the same time, Anker's overseas website can be switched to the Indian region, and the Indian site design presents a brand new look.

Website traffic

Similarweb PC data shows that the traffic of Anker, Soundcore, and eufy mainly comes from organic search and direct traffic. Each site also invests in paid search advertising. In addition, the off-site resources of Anker and its brands basically direct users to Amazon.

Amazon sellers’ off-site promotions basically rely on deals, influencers, and media reviews. We found that Anker and its brands’ off-site resources basically direct users to Amazon, and sometimes use the official website as an intermediate page to import accurate traffic to Amazon stores.

in conclusion

When talking about independent websites, SHEIN must be mentioned, and when talking about Amazon sellers, Anker cannot be avoided. Anker is not only famous for its good products and brand, but also for forming a closed loop of traffic on traffic platforms, independent websites and Amazon platforms.

The layout of Anker's independent website can give Amazon sellers more to think about: Should you build an independent website? What kind of independent website is more likely to succeed? Where does the traffic of the independent website come from? To which sales channel should the promotion resources be allocated? How can the brand reach users through multiple channels? And how to build your own moat?

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Finally, when it comes to Anker, what’s the first thing that comes to your mind?