49.1% 6.6% 3.9% 3.7% Source: Visual Capitalist August 17, 2018 - - PowerPoint PPT Presentation

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49.1% 6.6% 3.9% 3.7% Source: Visual Capitalist August 17, 2018 - - PowerPoint PPT Presentation

Feb 24, 2023 423 likes •850 views

49.1% 6.6% 3.9% 3.7% Source: Visual Capitalist August 17, 2018 (excludes privately held companies) Source: 2019 Amazon Consumer Behavior Report, Feedvisor Amazon Standard Identification Number (ASIN) 10 character alphanumeric unique

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Source: Visual Capitalist – August 17, 2018 (excludes privately held companies)

49.1%

6.6% 3.9% 3.7%

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Source: 2019 Amazon Consumer Behavior Report, Feedvisor

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Amazon Standard Identification Number (ASIN) – 10 character alphanumeric unique identifier assigned by Amazon

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The box on a product detail page where customers begin the purchasing process by adding items to their shopping carts – the seller

  • wning the Buy Box will fulfill the sale by default.
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Pricing Control of Products Seller Controls Pricing to Customer Amazon Retail Automatically Sets Price Prime Eligibility Available through FBA Program All Products are Prime Eligible Payment Schedule Paid for Orders on a 14-Day Schedule (Only Paid for Shipped Orders) Payment Terms are Negotiated (Typically Net-30/Net-60) Inventory Management Seller is Responsible for Stocking Inventory Amazon Submits Purchase Orders for Inventory Product Promotions Coupons, Lightning Deals, Promo Codes Funded by Seller Coupons, Lighting Deals, Promo Codes Funded by Vendor (at full retail $) Customer Interaction & Information Access to Customer Info, Customer Messages, Respond to Reviews & Questions No Access to Customer Info, Limited Interaction Outside of Review Response Data & Reporting Access to Product Level Information as far back as 24 months Access to Limited as little as 60 days back – unless paying $$$ for Premium Data

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Source: 2019 Consumer Research Report, Salsify

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At its core, Amazon is a search engine. How well you index on the marketplace, and your ability to drive and convert traffic on your detail page is dependent on a number of factors.

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Functioning like a mini website within Amazon, Stores give you a landing page for customers to shop all your products in once place. We can also attribute off-channel campaigns (Search, Social, etc.) to Amazon using the Store as the landing page.

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Amazon has begun to increase the number of ‘Brand Health’ issues it flags for products on its

  • platform. Here’s the impact it could have…
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If you’re distributed through Whole Foods, be ready to get stuck in the middle of Whole Foods and Amazon.

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41% 39% 37% 36% 35% 33% 32% 31% 17% 20% 20% 22% 23% 22% 21% 20% 2% 2% 7% 9% 10% 12% 13% 14% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2016 2017 2018 2019 2020 2021 2022 2023 Google Facebook Amazon

Source: The Rise of Amazon Advertising, Business Insider

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Brand Awareness Consideration Conversion

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Drag & Drop Image

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Monitor your performance with bid changes and negations Mix budget with Sponsored Products and Sponsored Brands Successful Sponsored Ads start with the right structure Advertising on Amazon is a shopping feed

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How much would you pay to acquire a loyal customer? How much would you pay to steal a customer from your main competitor? What’s the real cost of protecting your brand? When a customer purchases through a keyword targeted ad, Amazon’s algorithm will organically rank that product higher for that specific keyword. Tracking this over time shows the halo impact of ad spend towards specific keywords on organic ranking. Knowing how ads perform in relation to your total catalog is key to developing a sophisticated strategy. Having a structure that allows you to see isolated performance allows you to be surgical with budget allocation.

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Sure, the U.S. is Amazon’s biggest

  • marketplace. But it’s a big world

that’s suddenly smaller.

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Attribution Model Last Click, 14-Day Window through Source Tag Last Touch, 14-Day Window through link/pixel tags Landing Site(s) for Media Must Land on Storefront Pages Only Any website, Product Page, or Microsite Attribution Tag Limit Top 200 Sources (Campaigns, Ad groups, Keywords, etc.) No limitations, bulk uploading available soon Cross-Device Measurement Not Specified, No Tracking/Breakout Cross Device Measured by Amazon Account Metrics Measured Sales, Orders, Store Views, Visitors, Subpage Performance Impressions, Clicks, Detail Page Views, Add to Cart, Purchases, Sales, Units Sold, Builds audience data from conversions

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