Amazon Shipping insights & news
How a solid logistics foundation is powering a furniture firm’s growth
For over a decade, online furniture retailer Ameziel has been making it easy, affordable, and fun for people to furnish and organize their living spaces.
As 70% of Ameziel's business, or about $20 million, shifted to direct-to-consumer sales, new logistics challenges emerged. Varying order volumes demanded flexible schedules and without high shipping volumes or established relationships, Ameziel struggled to secure favorable terms with major shipping providers. This resulted in inconsistent delivery service and customer complaints. Ameziel also was unhappy with the level of customer support they were receiving.
But Ameziel discovered Amazon Shipping in late 2023, and according to Jonathon Xue, Logistics Director at Songmics, that decision enabled the brand to unlock two big benefits:
Cost savings. By opening up a broader range of shipping options that Ameziel says Amazon Shipping enabled it to reduce its shipping costs. “For some regions and some weights, the rates are 5% to 10% cheaper,” Xue said.
Responsive, white-glove customer support to resolve shipping issues. “When I encounter problems, no matter if it is regarding shipping or pickups, I can give a phone call to the account manager and they will take care of me,” Xue said.
As 70% of Ameziel's business, or about $20 million, shifted to direct-to-consumer sales, new logistics challenges emerged. Varying order volumes demanded flexible schedules and without high shipping volumes or established relationships, Ameziel struggled to secure favorable terms with major shipping providers. This resulted in inconsistent delivery service and customer complaints. Ameziel also was unhappy with the level of customer support they were receiving.
But Ameziel discovered Amazon Shipping in late 2023, and according to Jonathon Xue, Logistics Director at Songmics, that decision enabled the brand to unlock two big benefits:
Cost savings. By opening up a broader range of shipping options that Ameziel says Amazon Shipping enabled it to reduce its shipping costs. “For some regions and some weights, the rates are 5% to 10% cheaper,” Xue said.
Responsive, white-glove customer support to resolve shipping issues. “When I encounter problems, no matter if it is regarding shipping or pickups, I can give a phone call to the account manager and they will take care of me,” Xue said.
Overcoming fulfilment challenges with Amazon Shipping
Founded in 2012 as the US division of Chinese furniture wholesaler Songmics, Ameziel sells a wide range of products – from tables and chairs to home décor items – all under the Songmics brand name.
The brand grew to five warehouses and assembled a network of shipping providers to handle its last mile delivery needs. Ameziel was introduced to Amazon Shipping through their account manager for Fulfillment by Amazon (FBA), which lets businesses store their products in Amazon's fulfillment centers, and Amazon picks, packs, and ships customer orders. The FBA account manager recommended Ameziel try Amazon Shipping as a ground shipping alternative for its non-FBA shipments.
Xue said Amazon Shipping's customer-focused approach has delivered tangible benefits for Ameziel. When Amazon Shipping delayed the launch of peak surcharges by four weeks in the fall of 2024, Amazon Shipping became the most cost-effective option for Ameziel during the high-demand holiday season. That enabled the company to save money while increasing its shipping volume.
Additionally, Xue said warehouse employees appreciate Amazon Shipping's flexibility, which allows the company to accommodate weekend and holiday deliveries to ensure timely fulfillment. This has led to a reduction in shipping-related customer issues. “On public holidays and weekends, we need to fulfill orders to ensure our customers get them on time. So, we might have to work overtime on the weekends from time to time,” he said. “When that happens, we'll need a pickup service during the weekend, and with Amazon Shipping, we can always get a truck to come pickup our orders.”
The brand grew to five warehouses and assembled a network of shipping providers to handle its last mile delivery needs. Ameziel was introduced to Amazon Shipping through their account manager for Fulfillment by Amazon (FBA), which lets businesses store their products in Amazon's fulfillment centers, and Amazon picks, packs, and ships customer orders. The FBA account manager recommended Ameziel try Amazon Shipping as a ground shipping alternative for its non-FBA shipments.
Xue said Amazon Shipping's customer-focused approach has delivered tangible benefits for Ameziel. When Amazon Shipping delayed the launch of peak surcharges by four weeks in the fall of 2024, Amazon Shipping became the most cost-effective option for Ameziel during the high-demand holiday season. That enabled the company to save money while increasing its shipping volume.
Additionally, Xue said warehouse employees appreciate Amazon Shipping's flexibility, which allows the company to accommodate weekend and holiday deliveries to ensure timely fulfillment. This has led to a reduction in shipping-related customer issues. “On public holidays and weekends, we need to fulfill orders to ensure our customers get them on time. So, we might have to work overtime on the weekends from time to time,” he said. “When that happens, we'll need a pickup service during the weekend, and with Amazon Shipping, we can always get a truck to come pickup our orders.”
Insights on how to scale your Amazon business
Ameziel's journey underscores the value Amazon Shipping can deliver for businesses looking to build a solid fulfillment foundation and elevate the customer experience.
Based on Ameziel’s experience, Xue says there are three key advantages of working with Amazon Shipping:
Cost savings – Ameziel said Amazon Shipping's rates allow them to reduce their overall shipping costs, allowing for more competitive product pricing without sacrificing profits. “The competitive rates are definitely the No. 1 benefit,” Xue said.
Responsive, flexible support from dedicated account managers – The quick resolution of shipping issues enables the company to keep customers happy.
Strategic importance as Amazon's logistics ecosystem grows – Xue believes there will be increasing strategic benefits for businesses who tightly integrate with Amazon Shipping as it expands it logistics capabilities. Examples of these benefits include programs like the peak surcharge program. He believes that positions businesses like Ameziel for long-term success.
Based on Ameziel’s experience, Xue says there are three key advantages of working with Amazon Shipping:
Cost savings – Ameziel said Amazon Shipping's rates allow them to reduce their overall shipping costs, allowing for more competitive product pricing without sacrificing profits. “The competitive rates are definitely the No. 1 benefit,” Xue said.
Responsive, flexible support from dedicated account managers – The quick resolution of shipping issues enables the company to keep customers happy.
Strategic importance as Amazon's logistics ecosystem grows – Xue believes there will be increasing strategic benefits for businesses who tightly integrate with Amazon Shipping as it expands it logistics capabilities. Examples of these benefits include programs like the peak surcharge program. He believes that positions businesses like Ameziel for long-term success.
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