The online auto and motorcycle components sector continues to grow at a good pace, putting pressure on businesses that rely exclusively on in-store sales.
This growth is expected to continue in the coming years. Statista estimates that the online aftermarket market will grow by an average of 16% annually until 2027, when it will exceed $140 billion.
A similar figure should reassure those who are currently considering entering this market or expanding their activities in this area. The real question we want to ask is another: what should be done to succeed in this scenario? In particular, what can we do to improve the sale of auto and motorcycle parts on Amazon?
We have tried to summarize below some strategic points that we hope will be useful to our readers.
Establishing what to sell: expertise is fundamental
Although it may seem like a superficial reflection (unfortunately, it is not!), the starting point of any strategy for selling auto and motorcycle components on Amazon is defining what we want to sell on this marketplace. Therefore, draw a perimeter that should coincide with your deepest skills and knowledge.
The vehicle parts sector is, in fact, a very technical sector. Frequent are the requests for clarifications to which a punctual, timely, authoritative, and exhaustive response must be provided.
Therefore, try to know very well what you want to sell. Greater expertise compared to the generality of e-stores in your sector will allow you to better structure your online offer, providing your users with higher quality customer care. This element, as is known, is essential for success in such a competitive market.
Below are some of the main examples of products that can be sold in the auto and motorcycle components sector and their fundamental characteristics.
External parts for cars and motorcycles
External components for cars and motorcycles, such as mirrors, are among the best-selling items on Amazon. They are so, moreover, for more than one good reason. Besides being easily installable even by non-experts, these components can generally be found in a good range of compatible versions that foster dynamic price-based competition.
Tires
Tires are a less sold product compared to the external parts mentioned above. Unlike the items we talked about a few lines above, installing them is a bit more complicated. The intervention of a mechanic is always required, who could apply surcharges to their service compared to the rate they could have applied if the tires had been purchased in their store. Also for this reason, competition in this area is even more linked to the price factor. It is not uncommon for foreign competitors to have invaded the category with import solutions from low-cost markets.
Internal components and other accessories
Sales of internal components, such as spark plugs and cylinders, also represent a profitable component for the sale of parts on Amazon. However, like tires and suspensions, internal components must almost always be installed by a professional mechanic. The direct customer will hardly have sufficient knowledge and equipment to act independently.
Other categories include accessories and tools. From wrenches to jacks, from tire inflation devices to tire covers or steering wheel covers, these are products with an average unit cost that contribute to revitalizing a market always particularly fertile in alternatives.
In light of all this, overall sales data suggest that the best-selling auto and motorcycle parts online and on Amazon in Italy are those that are most easily transportable and installable independently by the end customer, and that:
- windshield wipers
- mats
- bulbs
- interior accessories
Constitute the most recurring solutions.
Why auto and motorcycle components are bought on Amazon
Having said this, to understand how to strategically manage the sale of auto and motorcycle components on Amazon, it is undoubtedly useful to understand what types of buyers we can find on the marketplace.
There are different demographic groups of users who buy auto parts online, from private drivers to local workshops. Knowing the reference market is, naturally, an aspect to consider when designing and building your digital sales offer in this sector.
Despite the differences between the various buyer groups, there are some recurring reasons that seem to be common to all targets and that drive them more favorably to online purchases.
Taking an average consideration between various studies conducted in the sector, we can certainly highlight that:
- A more favorable price was cited most frequently as the driving element of buyers of auto and motorcycle parts on the digital platform. The percentage covers just over 50% of the sample
- Among the most frequent determinants, quick delivery was then cited. The element was cited between 40% and 50% of the sample depending on the reference clusters
- Followed by the absence of shipping costs (between 35% and 45%)
- Finally, the simplicity of purchase and the breadth of choice (between 20% and 25%)
The customer profile
It is therefore possible to relate the behavior of buyers of auto and motorcycle parts on Amazon as follows:
- The possibility of having a wide range of components readily available is certainly one of the main drivers of choosing Amazon as the reference supplier for parts. On the marketplace, it is possible to find parts for both new and old generation vehicles. Thus, access to a catalog that does not find competition in the main physical parts stores is obtained;
- The price continues to be the driving element in Amazon’s convenience in this sector. With the wide selection of auto and motorcycle parts that can be found on the marketplace, having the ability to compare prices is easy and intuitive. Some suitable tools – we will talk about them shortly – make this attempt even simpler;
- Quick delivery, often under Prime conditions (24/48 h), is another determining variable. Remember that parts are often requested not for preventive purposes, but to carry out repairs or replacements under urgent conditions.
Faced with this evidence, we find ourselves with a target clientele that, although heterogeneous, shows particular attention to:
- the price
- the speed of delivery
- the availability of a wide catalog
- the possibility of accessing a qualified online support service.
To learn more about your potential and current customers, we have a specific tool for evaluating purchasing habits.
Points of attention
Naturally, even in this area, there are points of attention where the seller should intervene. The main one is the inability to physically inspect the component before ordering it. This element could drive away buyers who fear making wrong purchases or, in the worst case, purchases of counterfeit products.
However, to avoid the possible negative influence of this element, it is essential to:
- Take care of the descriptions in the product sheet. Insert technical data (such as the item’s serial number) and any other useful information to attest to the component’s coherence with what the customer is actually looking for and its attribution to the desired brand/model
- Use high-resolution images. This will allow the interested customer to enlarge them and carry out a closer virtual inspection;
- Pay maximum attention to managing reviews. They are increasingly decisive in choosing the seller and their products.
Amazon Confirmed Fit, the tool to find the right part
Given the above, it is not surprising that Amazon has made available to its customers a tool that seeks to fill the knowledge gap that users of medium or low experience may have regarding the sector, ensuring the possibility of quickly finding the right replacement part for their vehicle.
Called Amazon Confirmed Fit, the tool operates for both car and motorcycle parts. To use it, just enter:
- the vehicle characteristics (valid function for both cars and motorcycles)
- the license plate number (only for cars).
In this way, the marketplace will provide all the suitable replacement parts for the car or motorcycle. This will prevent the customer from making unpleasant errors in evaluating the parts.
If at this point you realize that selling auto and motorcycle parts on Amazon could be for you and you want to take action, we suggest you take a look at our guide on how to start selling on Amazon. Happy reading!
PS -> if you want to know more about other sectors, we remind you below some of our most recent guides:
- Selling outdoor sports items on Amazon: complete guide [2024]
- Selling toys on Amazon: the complete guide! [2024]
- How to sell supplements on Amazon?
- Selling pet products on Amazon: complete guide
Try the Profit Tool for free
Take full control of your Amazon Business. You will see with clarity real profits, margins, ROI, orders, costs and have a balance for each European marketplace. If you are not yet familiar with ZonWizard's Profit Tool, find out how it can help you manage and grow your business.
