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2018 Amazon Marketplace Growth Strategies Round-Table

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Competition continues to heat up, and in order to stay ahead of your competitors you must implement the most complex and innovative marketplace strategies to push your sales & profits to new heights in 2018.

Don’t Miss Out—Join 4 of the leading Amazon industry experts as they dive into growth strategies to jumpstart your sales.

Publié dans : Commerce de détail
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2018 Amazon Marketplace Growth Strategies Round-Table

  1. 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 2018 Amazon Marketplace Growth Strategies Roundtable
  2. 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Pat Petriello Head of Marketplace Strategy Today’s Speakers Greg Mercer Founder Andrew Browne Co-Founder Shane Stinemetz Director
  8. 8. Today’s Agenda ● Changes to the Marketplace in 2017 ● Amazon Advertising ● Listing Optimization ● Organic Ranking ● Profit Analytics
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Changes to the Marketplace in 2017
  10. 10. Copyright 2017 - Q4 Amazon Virtual Summit Changes to the Marketplace HSAs available in Seller Central Discontinuing right rail SP Ads
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit Changes to the Marketplace New Brand Registry New Amazon Stores
  12. 12. Changes to the Marketplace Multistate Tax Commission Initiatives How state taxes affect US Amazon sellers and what you can do to protect yourself from penalties and fines.
  13. 13. Changes to the Marketplace Amazon Early Reviewer Program ● In 2016, Amazon ended incentivized reviews… ● … only give them back in 2017 with their own program. ● Is the ERP effective?
  14. 14. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Amazon Advertising
  15. 15. 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).
  16. 16. 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.
  17. 17. Amazon Advertising Goal #3: Volume + Efficiency ● You can increase both volume & efficiency in any advertising campaign, but not on day 1.
  18. 18. Amazon Advertising - Keyword Research Amazon Search Term Report: An Advertiser’s Best Friend
  19. 19. 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.
  20. 20. 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)
  21. 21. Amazon Advertising - Actual Cost of Sales (ACoS) Know your ACoS Break Even Value and create a ACoS.
  22. 22. Amazon Advertising - Actual Cost of Sales (ACoS) CRAFTING THE PERFECT ACOS STRATEGY
  23. 23. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Listing Optimization
  24. 24. Listing Optimization - It’s 100% Necessary REMEMBER At 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.
  25. 25. 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
  26. 26. 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)
  27. 27. Listing Optimization - The New Brand Registry BENEFITS/FEATURES OF THE NEW BRAND REGISTRY Brand Protection The easiest way to cut back on hijackers and scammers is to protect your products through the brand registry. Upgrades Brand registered products have access to Enchanced Brand Content, Storefronts, and Headline Search Ads. More Leverage You have more control over your product and a lot more influence in seller support decisions.
  28. 28. Listing Optimization - Testing Different Listings If you’re not split testing your products, you’re throwing money away.
  29. 29. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Organic Ranking
  30. 30. Organic Ranking - Amazon Best-Seller Badge HOW TO GET THE BADGE: ● Use promotional products to accelerate organic rankings and 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%.
  31. 31. 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.
  32. 32. 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.
  33. 33. Listing Optimization Amazon wants to rank the products that will generate the most profit for them.
  34. 34. 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.
  35. 35. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Profit Analytics
  36. 36. 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).
  37. 37. 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!
  38. 38. 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
  39. 39. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your Complimentary Amazon 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
  40. 40. Pat Petriello Head of Marketplace Strategy Questions for Today’s Speakers? Greg Mercer Founder Andrew Browne Founder Shane Stinemetz Director

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