2018 Amazon Marketplace Growth Strategies Round-Table

Copyright 2017 - Q4 Amazon Virtual Summit

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2018 Amazon Marketplace Growth Strategies Roundtable

● Session Recording + Slides Will Be Sent Out

● Join in the Poll Questions!

● Submit Questions to Our Panelists

Today’s Logistics

Overview

Founded in 2007

Google Premier Partner

400+ Active Retail Clients

Top 50 Fastest Growing Company San Diego

D E L I V E R I N G L A S T I N G

R E S U L T S F O R O U R C L I E N T S

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

Creative Services

About CPC Strategy

Overview

Founded in 2015

Over 100,000 users

Leader in the Amazon SaaS Space

“The Most Useful Amazon Software in the Space” - Huffington Post

Solutions

Product Research Software

Identifies profitable opportunities on Amazon

Amazon Seller Educational Resource

About Jungle Scout

Overview

Founded in 2015

#1 Solution for Split Test Automation on Amazon

Over 12 million sales A/B tested

THE MOST POWERFUL SUITE OF OPTIMIZATION TOOLS FOR AMAZON PRIVATE LABEL SELLERS

Solutions

A/B Testing for Amazon Sellers

Keyword Ranking Data

Automated Repricing Tools

About Splitly

Overview

Founded in 2017

#1 Accounting Software for Amazon Sellers

93% of customers say Fetcher is essential for

running their Amazon business

SELL MORE PRODUCTS, EARN BACK HOURS, AND KNOW YOUR ACCURATE METRICS

Solutions

Product Breakdown per ASIN

PPC Cost and Sales Analysis

COGS Tracking and Calculations

About Fetcher

“Before Fetcher, I was using spreadsheets and didn’t have a solid grasp on my Amazon business

financials. It was tough with Seller Central and too time consuming to figure out myself. Fetcher is

now the first and last stop in my daily routine. I can get all the numbers I need instantly.”

– Scott Voelker, TheAmazingSeller.com

Pat PetrielloHead of Marketplace

Strategy

Today’s Speakers

Greg MercerFounder

Andrew BrowneCo-Founder

Shane StinemetzDirector

Today’s Agenda

● Changes to the Marketplace in 2017

● Amazon Advertising

● Listing Optimization

● Organic Ranking

● Profit Analytics


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STACK TEXT ROW 1STACK TEXT ROW 2Changes to the Marketplace in 2017


Changes to the Marketplace

HSAs available in Seller Central Discontinuing right rail SP Ads



New Brand Registry New Amazon Stores


Multistate Tax Commission InitiativesHow state taxes affect US Amazon sellers and what you can do to

protect yourself from penalties and fines.


Amazon Early Reviewer Program

● In 2016, Amazon ended incentivized reviews…

● … only give them back in 2017 with their own program.

● Is the ERP effective?


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STACK TEXT ROW 1STACK TEXT ROW 2Amazon Advertising

Amazon Advertising

Goal #1: Volume + Speed

● You can grow volume quickly by

maximizing exposure &

impressions through aggressive

bidding, but you're going to

sacrifice efficiency (higher ACOS).

Amazon Advertising

Goal #2: Efficiency + Speed

● You can increase efficiency

(reduce ACOS) quickly by cutting

out wasted spend which entails

cutting bids on inefficient

keywords & pausing poor

keywords altogether.

Amazon Advertising

Goal #3: Volume + Efficiency

● You can increase both volume &

efficiency in any advertising

campaign, but not on day 1.

Amazon Advertising - Keyword Research

Amazon Search Term Report: An Advertiser’s Best Friend

Amazon Advertising - Keyword Research

Using Reviews for Keyword Research

● Amazon’s algo puts the most relevant reviews at the top.

● By targeting the keywords in the reviews and using them in your own listing, you will increase your product’s change of being discovered.

● Additionally, the reviews will help conversions for your product; if they see the words they used to find your product, the customer is more likely to purchase.

Amazon Advertising - Keyword Tracking

● Track your keyword data and

optimize accordingly

● Don’t be afraid to cut Non-

performing keywords

● Double down on what works

● Use research data to track new

keywords

● Track your products over a period of

time (Not just a week or two)

Amazon Advertising - Actual Cost of Sales (ACoS)

Know your ACoS Break Even Value and create a ACoS.

Amazon Advertising - Actual Cost of Sales (ACoS)

CRAFTING THE PERFECT ACOS STRATEGY


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STACK TEXT ROW 1STACK TEXT ROW 2Listing Optimization

Listing Optimization - It’s 100% Necessary

REMEMBERAt the end of the day, it’s all about

converting the maximum amount.

Stop thinking about listing optimization as a chore, but more as an investment

that will pay you back.

Enhanced Brand Content and A+ Content are available to sellers/vendors and allow you to replace (EBC) or supplement (A+) text with a visual Product Description.

Listing Optimization - EBC and A+ Content

A+ ContentEnhanced Brand Content

Listing Optimization - Shane’s Tips

SHANE’S 3 LISTING OPTIMIZATION TIPS

1. COMPELLING CONTENT > UNIQUE CONTENT

1. NAIL THE PRODUCT TITLE

1. MONITOR REVIEW DISPLAY (4.5 OR BETTER)

Listing Optimization - The New Brand Registry

BENEFITS/FEATURES OF THE NEW BRAND REGISTRY

Brand ProtectionThe easiest way to

cut back on hijackers and scammers is to

protect your products through the

brand registry.

UpgradesBrand registered

products have access to Enchanced Brand Content, Storefronts, and Headline Search

Ads.

More LeverageYou have more

control over your product and a lot more influence in

seller support decisions.

Listing Optimization - Testing Different Listings

If you’re not split testing your products, you’re throwing money away.


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STACK TEXT ROW 1STACK TEXT ROW 2Organic Ranking

Organic Ranking - Amazon Best-Seller Badge

HOW TO GET THE BADGE:

● Use promotional products to accelerate organic rankingsand potentially earn Best Seller badges.

● When performing product research, look for sub-categories that are easier to launch in. For example, a garlic press might do better in GARLIC KEEPERS vs GARLIC PRESSES.

● Observe average sales volume for top selling products using the Jungle Scout web app. That’s your goal.

BENEFITS:

● Best seller badges may increase conversion rates.● Best seller badges may increase organic ranking which will

reduce advertising costs.● Sales volume may increase as much as 25%.

Organic Ranking - Rank Tracking

THE IMPORTANCE OF RANK TRACKING

● Knowing your rank gives you a greater understanding of how well your product is performing.

● Products fluctuate over time. Look at long term trends vs short term changes.

● See how well promotional and PPC campaigns affect your ranking.

Organic Ranking - Ranking Pays

Amazon is the largest product search engine in the world.

● More exposure than anywhere else. Over 3 billion users per month.

● High conversion rates.● Rank high on Amazon and

you’ll rank high in the world.

Listing Optimization

Amazon wants to rank the products that will generate the most profit for them.

Listing Optimization

Therefore:● Focus on conversion rate.● Price well; pay attention to your

competitors.● When conversions go up, ranking

goes up.● When ranking goes up, sales go

up.


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STACK TEXT ROW 1STACK TEXT ROW 2Profit Analytics

Profit Analytics - Inventory Projections

Make Inventory Projections and Avoid Stockouts

● Find the right balance between “too much inventory” and “too little.”

● Look ahead to “big selling” days (Prime Day, Black Friday, holiday season).

● Be cognizant of long term storage fees; too much inventory can hurt your profits.

● But don’t order too little! Running out of stock can damage your product’s ranking.

● Know your manufacturer’s lead times and account for holidays (Chinese New Year).

Profit Analytics - 3 Simple Way to Increase Profits

Split Test Often● Increase profits by

50% or more● Account for market

changes● Don’t miss out on

opportunities

Sell Globally● Expanding your

markets can double profits

● Some markets have new and better opportunities

Know Your Numbers● Data is key to driving

profits● Things change; track

your key metrics● Get the right tools--

they always pay themselves off!

It only takes a few minutes each week and it will increase your profits.

● Profit and Loss Statements

● Cash Flow Statements● Balance Sheets● Keyword Tracking● Product Profitability

Analysis

Profit Analytics - Track Critical Metrics

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Schedule Your ComplimentaryAmazon Strategy Evaluation

CPC Strategy’s Amazon Strategy Evaluation is a complimentary 60-minute analysis and

assessment of your Amazon Seller Central account, advertising programs, product order volume,

and profitability metrics.

What Now?

SCHEDULE MY EVALUATION

Pat PetrielloHead of Marketplace

Strategy

Questions for Today’s Speakers?

Greg MercerFounder

Andrew BrowneFounder

Shane StinemetzDirector

2018 Amazon Marketplace Growth Strategies Round-Table

Retail

Transcript of 2018 Amazon Marketplace Growth Strategies Round-Table