Copyright 2017 - Q4 Amazon Virtual Summit
BUILD A PRODUCT PAGE THAT
WINS YOUR BRAND HOLIDAY SALES
THE Q4 AMAZON GROWTH SUMMIT FOR BRANDS

Day 1 | Session 1 - 10:00 - 10:45 am PT
Looking Back While Moving Forward for Success this Amazon Q4
Day 1 | Session 2 - 11:00 - 11:45 am PT
Grow Sales without More Inventory with Better Inventory Management
Day 2 | Session 1 - 10:00 - 10:45 am PT
Q4 Preparedness: Product Strategies for Maximum Impact
Q4 Summit Details
Day 2 | Session 2 - 11:00 - 11:45 am PT
Build a Product Page that Wins Your Brand Holiday Sales

● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
Today’s Logistics

● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
Today’s Logistics

Malcolm Faulds
EVP Marketing
Today’s Speaker

Today’s Agenda
● The new holiday landscape
● What consumers are looking for
● How brands prepare for the Q4 rush
● 8 steps to win the holidays
BONUS:
Simple holiday readiness
check!

New Holiday Landscape
This will be a record
holiday season
Between the robust consumer
economy, the ongoing shift to
ecommerce, and the bankruptcy
of Toy R Us, holiday 2018
promises to be a record season.

Holiday Search Trends Change Fast
Item 2016 Avg. Holiday Rank 2017 Avg. Holiday Rank
dog toys 9647 31
pressure cooker 9751 222
security camera 9998 489
laptops 9691 190
beard trimmer 9810 475
balloons 9333 48
tv 9232 8
electric blanket 9472 252
popcorn machine 9924 768
espresso machine 9373 300

Images and
videos need to
match current
packaging and
advertising
Title must be be optimized for discovery
Unit data is accurate and
appropriate to all markets
where product is available.
Feature bullets are
maximized to appeal to
customer needs.
Product stock is
actively managed
Price compliant
third-party sellers
Price point
optimized for
conversion
Winning on Amazon Takes Work

It’s Not Enough to Be Famous

Site trust stats
Consumers Trust Amazon More than Your Brand

More, Better Images Drive Conversion

Household StaplesElectronics Clothing
Importance of Reviews Aligns with Price

51% of the time, a listing
with more bullets
will convert at a higher rate
and outrank its top competitor

53% of the time, a listing
with more images
will convert at a higher rate
and outrank its top competitor

58% of the time, a listing
with more reviews
will convert at a higher rate
and outrank its top competitor

Holiday Search Habits
Over the holidays,
consumers are searching
using a much wider range of
terms

Product Content Pushes
Brands are aggressively
trying to boost their product
findability and buyability to
meet holiday shopper
expectations.

8 Steps to Win Holiday Sales

Quickly improve sales rank by
optimizing product content for limited
set of top-volume products.
1 - Prioritize Your Top ASINs

3Ps often “piggyback” on 1P
pages, leading to uneven pricing,
messaging, and customer
experiences.
2 - Police Your Variants

The A9 algorithm chooses
product selection consumers
initially see.
If you are out of stock, your traffic
and your sales will go to a
3P seller or a brand competitor.
Every SKU causes active damage to your brand
3 - Stay in Stock

What is it?
This report tracks whether
your products are in stock,
who is winning the Buy Box
and at what price merchants
are offering your product.
Leverage this information to
diagnose out of stock issues,
lost buy box issues, MAP
violations by 3p sellers,
possible fake product
listings, etc.
4 - Monitor Who’s Winning the Buy Box

Data on the keywords that are the most
popular
5 - Out-Hussle the Competition with Keyword Updates

6 - Update Your Images

7 - Make the Most of Enhanced Content

8 - Monitor What’s Working, and Adapt Quickly

8 - Monitor What’s Working, and Adapt Quickly

Your Holiday Checklist

Holiday Product Page Checklist
1. Reviews: 15+
2. Rating: 4 stars+
3. Images: 3+
4. Videos: 1+
5. Feature bullets: 3+
6. Titles: optimize for A9
performance
7. Product description: 250+ words
8. A+ content/EBC: yes!
9. Pricing: win the buy box at a profit
10. Availability: be proactive to avoid
out of stocks
11. Monitor 3P sellers: variants, MAP
violations

Get your free content report at grader.salsify.com

Questions for Today’s Speakers?
Malcolm Faulds
EVP Marketing