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 identifier assigned by Amazon
The box on a product detail page where customers begin the purchasing process by adding items to their shopping carts – the seller owning the Buy Box will fulfill the sale by default.
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 Paid for Orders on a 14-Day Schedule Payment Terms are Negotiated Payment Schedule (Only Paid for Shipped Orders) (Typically Net-30/Net-60) Seller is Responsible for Amazon Submits Purchase Orders Inventory Management Stocking Inventory for Inventory Coupons, Lightning Deals, Promo Codes Coupons, Lighting Deals, Promo Codes Funded by Product Promotions Funded by Seller Vendor (at full retail $) Access to Customer Info, Customer Messages, No Access to Customer Info, Limited Interaction Customer Interaction & Information Respond to Reviews & Questions Outside of Review Response Access to Product Level Information as far back as Access to Limited as little as 60 days back – unless Data & Reporting 24 months paying $$$ for Premium Data
Source: 2019 Consumer Research Report, Salsify
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.
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.
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…
If you’re distributed through Whole Foods, be ready to get stuck in the middle of Whole Foods and Amazon.
45% 41% 39% 40% 37% 36% 35% 35% 33% 32% 31% 30% 25% 23% Google 22% 22% 21% 20% 20% 20% Facebook 20% 17% Amazon 14% 15% 13% 12% 10% 9% 10% 7% 5% 2% 2% 0% 2016 2017 2018 2019 2020 2021 2022 2023 Source: The Rise of Amazon Advertising, Business Insider
Brand Awareness Consideration Conversion
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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
Having a structure that allows you to see isolated performance allows you to be surgical with budget allocation. 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? Knowing how ads perform in relation to your total catalog is key to developing a sophisticated strategy . 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.
Sure, the U.S. is Amazon’s biggest marketplace. But it’s a big world that’s suddenly smaller.
Last Click, 14-Day Window through Source Last Touch, 14-Day Window through link/pixel Attribution Model Tag tags Landing Site(s) for Media Must Land on Storefront Pages Only Any website, Product Page, or Microsite Top 200 Sources (Campaigns, Ad groups, Attribution Tag Limit No limitations, bulk uploading available soon Keywords, etc.) Cross-Device Measurement Not Specified, No Tracking/Breakout Cross Device Measured by Amazon Account Impressions, Clicks, Detail Page Views, Add to Sales, Orders, Store Views, Visitors, Metrics Measured Cart, Purchases, Sales, Units Sold, Builds Subpage Performance audience data from conversions
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