Caffè Nero has chosen marketplace services platform Tambo to effectively break into the Amazon global marketplace for its coffee-at-home products against wide-scale competition.

Tambo will support the company on an ongoing basis to optimise its Amazon marketing and sales, powered by its proprietary technology and Amazon seller and vendor expertise.

Caffè Nero has already diversified its routes to market to include grocery and delivery.

Now, in addition to its own website, the retailer will initially sell bags of the brand's signature whole or ground coffee beans - including its Classico Original Blend - on Amazon.

More of its coffee-at-home products will be added to Amazon later this year, said the partners.

Tambo's offering includes in-house marketplace expertise, including sellers on Amazon and ex-Amazon employees.

Tambo’s platform will be used to audit, analyse and recommend the optimal approach for Caffè Nero.

The platform will review thousands of data points in Caffè Nero’s product catalogue and assess performance against key competitors, category norms and best-in-class (BIC) in the Amazon marketplace.

Tambo will also deploy a combination of tactics such as smart pricing, product assortment, Amazon advertising and product listing optimisation and content, as well as managing Caffè Nero’s Amazon media budget.

Jake Hewlett, managing partner at Tambo, said the competition that the brand faced to get visibility and ranking was immense.

He said that in the 30 shopping days leading up to Christmas, there were over 26,000 searches for “ground coffee” alone and more than 10,000 different products listed.

He added: “The strength and recognition of the Caffè Nero brand is a big plus, and combining this household name with the competitive advantage our technology and people represent makes us highly confident that we can turn Amazon into an important part of the overall e-commerce mix for the company in the future.”

Marcus Denison-Smith, head of marketing at Caffè Nero, said: “Tambo stood out to us as having the very best people for the job. We are working with an ex-Amazon manager who we trust to understand how to drive strong performance and sales from the get-go.

He explained: “This, coupled with impressive yet easy to understand technology-driven insight, gives us the reassurance that Tambo is best placed to offer the level of service and expertise we need to make the investment we are making in Amazon work.”

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