Amazon is the first company to enter the flower market
The Seattle-based online retailer has begun
selling and delivering its own flowers through the Amazon Selected Flower Range
in the last month. Previously, Amazon buyers could only order fresh flowers
from third-party retailers.
The bid was first found by AllThingsD in an
email addressed to Amazon customers earlier this month.
Amazon began selling flowers directly in early August, according
to an Amazon spokesman.
Amazon spokesperson Scott Stanzel wrote in an
email, "At Amazon, we constantly look for opportunities to delight our
consumers and we are delighted to provide them with this chance to easily buy
fresh cut flowers."
In several respects, the current offering is limited. For
instance, Amazon tends to only sell six flower arrangements, five of which
contain roses, though some models offer several flower colors.
Despite the fact that all six arrangement forms are available for free shipping from Amazon Prime, there is a notice on the order pages saying that the bouquets which take an extra day or two to process, even if they are in stock.
However, distribution is limited to the 48
contiguous states. Another limitation — and one that is particularly relevant
for those purchasing flowers for special events — is that Amazon actually does
not allow customers to set a shipping date.
“At this time, we are unable to provide scheduled delivery,” a
part of a frequently asked questions region said, “but we are trying to get you
this feature as soon as possible.”
The fact that Amazon stated that the feature
will be included indicates that this is not a pilot, but rather a new business
line.
However, it's also unknown where Amazon receives
its flowers — from floral stores, flower dealers, or farms directly.
Online flower-selling companies such as The Bouqs and H.Bloom
have raised venture capital and offered new pricing strategies in an effort to
wrest business away from existing online flower sellers like 1-800-FLOWERS.com
and ProFlowers over the last few years.
But if Amazon has shown anything so far, it is
that it has the capital and logistics network to at least try to compete with
almost every shopping segment. Consumers will soon have another convincing
flower-delivery alternative to consider if it extends its flower range and
includes scheduled delivery, which seems likely.
Amazon is coming to Plant Retail: Here’s what it means for Growers
Will Amazon Succeed Where Others Have Faltered?
Below we layout the arguments for and against Amazon’s
long-range success in online live plant sales. Which side are you on?
It Will Transform the Industry
1.
Amazon is Amazon. It’s huge and really connected to
consumers. “Think about this phenomenon: 84% of holiday shoppers are going
straight to Amazon,” says Cynthia Hanauer, founder of GrandCentralFloral.com, a
B-to-B news and education website.
Moreover, Hanauer says, Amazon provides all the tools you need
to succeed.
2. The floral industry has been successfully shipping live plants for some time. Selling live
plants feels risky and new to most of us. But we’re forgetting about how long
operations like 1-800-Flowers have been selling not only cut flowers but potted
plants.
3. Younger
shoppers are comfortable buying products sight unseen. Study after
study shows that younger customers think nothing of buying everything online.
As the core plant customer shifts to the next generation, online sales will be
standard.
Eh. Not a Game
Changer
1.
Online plant sales are a good fit for niche items. Those
who are already selling plants online report that they primarily sell what
cannot be easily found in brick-and-mortar stores.
2. Currently,
there are no-cost savings involved as there are other
products like books, clothing, and toothpaste. Todd Carnley, Vice President of
Sales and Marketing at Flowerwood Nursery, which sells plants on HomeDepot.com
and Amazon, takes an opposing view about the cost of dropshipping from
Hanauer. Although Amazon creates a lot of efficiencies for online sales of
hardgoods, plants add costs to the system, he says.
3. People like to
buy live goods and perishables in person. Think of all
the money that has been poured into online grocery stores over the years. So
far its success has been limited. And plants are really just getting started,
so to expect big success off the bat is unrealistic.
Flowers are a thoughtful and personal way to convey your love, friendship, appreciation, or support -- an ageless expression of caring. And, sending flowers online is so easy with Amazon. Send your love with gorgeous Roses or fresh Spring Flowers. You're sure to make quite an impression. You can also select from our popular year-round Flower Arrangements, cheery Birthday Bouquets, and thoughtful Anniversary gifts. Still, looking?
Shop for New Baby and Get Well or Sympathy Expressions with the click of a mouse, and be sure to check out our Best Sellers. You'll find lots of other great gift ideas, too, including blooming and green Plants, Thank You Gifts, and Thinking of You selections. Our flowers and plants are individually made by our network of florists and available for same-day and next-day delivery throughout the USA.
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