A Seller’s Daily Amazon Life
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“The future of retail is no longer ‘where did you get that product’ but ‘what did you search,’” says Darrin Levine, CEO and Founder of ASDAL Inc. And he should know, it’s what he does.
Darrin’s company, ASDAL – an acronym that stands for A Seller’s Daily Amazon Life – is unique for a number of reasons. For starters, they offer comprehensive Amazon store management. To explain this, Darrin uses the following comparison: When you go to the mall, each store has a marketing manager, a display manager, an inventory manager, and lots of software keeping things straight on the back end.
“[It’s] the same concept on Amazon,” Darrin says. “We have a store manager who oversees everything, we have an account support specialist who can fix the files and templates, and content creators who do design, writing, product copy and EBC (enhanced brand content).” ASDAL can take responsibility for the whole package (literally and figuratively) including inventory storage, repackaging, and forwarding.
The second thing that makes ASDAL unique is their single-minded focus on brands. They will only take on clients who own a trademark but – once they do – will help them navigate the strict rules for registering and launching trademarked products on Amazon. Part of this launch process is removing unauthorized resellers of a product. Darrin and his team have made themselves experts in this process – they know exactly how to submit cases to Amazon to remove 90-100% of third-party sellers.
Finally, ASDAL is paving the way for others in the online retail industry by developing a proprietary software called GRIT. “There is yet to be an enterprise level software for brands to understand where their products are at,” says Darrin. Most of the current software is made for third-party sellers. Because their focus is on trademarked products and they are in the trenches every day managing branded accounts, the ASDAL team is creating an all-in-one tool that combines inventory management, PPC (pay-per-click advertising), keyword tracking, inventory forecasting, sales and reporting.
Despite the hype, only 8% of retail sales happen online. However, according to reports by eMarketer and One Click Retail, in 2017 Amazon was responsible for 44% of all ecommerce sales – roughly $196.75 billion. Darrin spends a lot of time analyzing this tech giant and he has notice Amazon moving from a third-party seller’s platform towards a brand-driven platform. “When online retail sales start reaching the 12-15% range more brands are going to have to step on Amazon,” says Darrin. His prediction is that by 2020 companies with trademarked products will need to hire their own Amazon specialists and teams – or hire ASDAL.
There are many things that set Darrin apart as an original thinker but arguably most admirable is that he recognizes, respects, and defends original thinking in others. Many of the clients he works with will discover that others have been reselling their trademarked products at wholesale levels without their knowledge. “I do see us as champions to retain smaller companies’ revenue,” says Darrin. He has a special contract for small, local companies who need an ally in their corner – someone to clear the field of unauthorized sellers and set their brand up online. After that, he’s only a click away. “This is kind of a Minnesota nice thing [we do],” says Darrin. “If you need help just call me.”
Written by Christopher Christenson, Program & Event Coordinator, at the James J. Hill Center. Have an idea of a person or organization to feature in this series? Send your recommendations to [email protected].