Understanding Owned, Paid and Earned Media on Amazon and how to leverage them to grow your sales.

1. MAGENTO ECOMMERCE | SHOPIFY ECOMMERCE | PPC | AMAZON MARKETING | USABILITY & CONVERSION
The Amazon Marketing
& Advertising Flywheel
Alec Burns at Fluid Digital

2. MAGENTO ECOMMERCE | SHOPIFY ECOMMERCE | PPC | AMAZON MARKETING | USABILITY & CONVERSION 2
Amazon | The Marketing Flywheel
GROW
EARNED
MEDIA
Paid Media
Sponsored Ads
Deals & Promotions
Owned Media
Content
A+ Content
Brand Store
Earned Media
Reviews Rank
Traffic Sales

3. 3
● Content: Titles, bullet points, descriptions,
images, backend keywords & product data.
Influences relevance & conversion rate.
● A+ Content: Highly visual, module based
creative asset, appears below-the-fold.
Influences conversion rate.
● Brand Store: Drag & Drop design for a
single or multi-page ‘site’.
● Pricing (sellers only): Influences
perception & is a ranking factor.
Owned Media

4. 4
❏ Tell your brand story
❏ Highlight features & benefits in depth
❏ Address friction points
❏ Cross-sell related products
❏ Own more real estate on the detail page
❏ NOT indexed for search
A+ Content

5. 5
❏ Treat it as your site on Amazon
❏ Structure by category
❏ Sub-categorisation lead by search behavior
❏ Create feature pages for sales/launches
❏ No competitors on your pages
Brand Store

6. 6
❏ Title is clear, concise & includes important details like quantity
❏ Bullet Points are most important specifications, features & benefits
❏ Description provides complete overview of the product (OK to repeat bullet points)
❏ Backend Keywords contain all relevant terms not elsewhere in the content
❏ High Quality Imagery, ideally 7+ images in total
❏ 15 Customer reviews
❏ Average rating >3.5 stars
❏ A+ Content
❏ Product is in stock, and easily replenishable
Retail Readiness Checklist

7. 7
● Sponsored Product Ads: The ‘workhorse’, will
drive the majority of traffic/sales.
● Sponsored Brand Ads: More prominent top
of page placement, can be used for
awareness or to complement SP Ads.
● Deals & Promotions: Lightning deals, 7 day
deals, vouchers and subscriptions. Benefit
conversion rate & sales velocity (short term)
Paid Media

8. 8
Sponsored Ads
Targeting Bidding Purpose
● Protect your brand
● Protect your market share
● Cross/Up Sell
Brand
Keywords
High
● Win Market Share
● Growth in sales volume
● Launch new products
Generic
Keywords
Market Level
● Win Market Share
● Growth in sales volume
● Launch new products
Category
Targets
Market Level
● Win Market Share
● Protect market share
● Leverage strength of best sellers
ASIN Targets High
● Discover new keywords
● Coverage of all relevant queries
● Used to inform strategy per ASIN
Automatic LowCampaign #1
Campaign #2
Campaign #3
Campaign #4
Campaign #5

9. 9
● Lightning Deals: 4 - 12 hour duration. Fee
dependent on region/season. Good for Prime
Day.
● 7 Day Deals: Run on a specified week. Fee
dependent on region/season. Good for Cyber
Week (month).
● Vouchers: £ or % off. Your choice of duration.
Budget = total discount. Good for off-event
promotion.
● Subscribe & Save: Users select a quantity &
frequency. 5 - 15% discount. Good for loyalty.
Deals & Promotions
CONSIDERATIONS
Eligibility
Frequency
Discount
Event
Stock

10. 10
● Sales = Reviews/Ratings
● Traffic + Interest = Q&A’s
● Content + Reviews = Conversion Rates
● Rank + Content = Click-Through-Rates
● Sales + Relevance = Search Rank
● Sales = Best Seller Rank
● Rank + Relevance + Paid = Traffic Volume
● Traffic + Conversion Rate = Sales History
● Traffic + Conversion Rate = Sales Velocity
Earned Media