My Amazon Guy Selling Jewelry on Amazon with Kristin Cherry Jackson #145
With 10-100-million jewelry skus on Amazon, it's hard to enter this market. Kristin Cherry Jackson was the first category manager of Nordstrom.com and did everything from necklaces to men's underwear. She joined Amazon and ran their jewelry category between in 2015 and 2018. So she's one of the most qualified to talk about selling jewelry on Amazon!
What's the Jewelry retail landscape like, on Amazon?
- Billion dollar category
- Even split betwen fashion (costume jewelry) and Fine Jewelery
- Average price point is giftable "cheap and cheerful"
- Fine jewelry requires 10 quiz to get approval. Amazon has big concern with fake jewelry.
- Amazon does mystery shopping in this category and they do lab testing for quality
What's different about being a JEWELRY seller on Amazon, as compared to other categories?
- Price point
- lower velocity skus on $1,000-10,000 items
Jewelry is manufactured in (big 3):
- India
- China
- USA
What are the unique challenges faced by Jewelry sellers on Amazon?
- Lack of brand loyalty
Common mistakes:
- Lack of marketing
- Requires investment
- SEO in jewelry needs to be highly speciifc
- Hard to show scale of an item
- Gotta think like a shopper
https://21cjewelrysolutions.com/
Kristin Cherry Jackson Bio: Fashion has always been a personal passion of mine. My professional career began with 10 years at Nordstrom, where I held roles including jewelry & accessories buyer, financial analyst, and project portfolio manager, and was tapped to serve as the category manager for Nordstrom.com’s launch. Most recently I served as Sr. Category Merchant Manager for Amazon’s US jewelry business. My strengths include strategic planning, data analysis, and challenging assumptions. I delight in helping jewelry companies maximize their online success.