P R E S E N T A T I O N T I T L E
Gaining Control Of Your
Brand On Amazon

Today’s Speakers
Chad Rubin
CEO & Co-Founder
Joe Selzer
Manager of Amazon
Account Support

What
You’ll Learn Today
Why Amazon Matters
How to Protect Your Brand on Amazon - Brand Registry 2.0:
01.
02.
What is brand registry?
Benefits of brand registry
What brand registry does and does not provide
Signing up for brand registry: How To, What to expect03.
Pros & Cons: Amazon Vendor Central (1P) vs. Amazon
Seller Central (3P)
04.
THREE Tactics to take control of your brand on Amazon:05.
PPC - Using Your Competitors Branded Keywords
Sessions / Conversion Rate Insights via 3P Data
Usings Kits/Bundles

What You’ll Learn Today
THREE Tactics to take control of your brand on Amazon:
PPC - Using Your
Competitors Branded
Keywords
Sessions / Conversion
Rate Insights via 3P
Data
Usings Kits/Bundles to
Explode SKU Count

Overview
Founded in 2007
Part of Elite SEM as of 2018
Google Premier Partner
600+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Amazon Vendor Services
Facebook Performance Marketing
Creative Services
Partner
PREMIER

CONFIDENTIAL
Sales Channels
Shipping & Fulfillment
Inventory & Purchasing
Analytics
A modern multi-channel platform that enables merchants to:
Unify Operations Automate Everything
Order Orchestration
Shipping Service Selection
Inventory Replenishment
Stockout Elimination
Customize & Extend
Modern REST API
Plug-and-Play App Store
Large Partner Ecosystem
Unlimited Access
Make Smart Decisions
Increase Profitability
Manage Working Capital
Find Opportunities
Identify Trends

CONFIDENTIAL
Customers Love Skubana
7
Getapp
Perfect ratings across all review sites
Capterra G2 CrowdShopify Web Retailer
Skubana was brought on board to gain
complete control over our inventory.
Death Wish Coffee Company Dustin
Alexander | Shopify

P R E S E N T A T I O N T I T L EP R E S E N T A T I O N T I T L E
Massive Skubana
Bonus GiveAway
Stay Tuned!

Why Amazon Matters
51Of revenue growth in Q4
attributed to Amazon
Of product searches
start on Amazon
Of all online
transactions
%
80%
60%

Why Amazon Page
1 Rank Matters
of all clicks are on
page 1
Of Amazon shoppers never
look past page 1 ever
First 3 products get
60% of all the clicks
70
%
60%
80%

Page 2+ on Amazon
you are losing
Of all potential sells
70%

Take Back Control
Of Your Brand on Amazon

Protecting Your
Brand On Amazon

Helps brands protect their registered trademarks in the
Amazon Marketplace
What is Brand Registry?
Created protected
& trusted
experience for
customers
Accurate brand
representation with
increased control
over your brand’s
product list
Infringement aid
treated with urgency
and effective
solutions
Access to
Enhanced Brand
Content (EBC)

● Protects registered trademarks
● Accurate brand representation
● Content control
● Access to Enhanced Brand Content (EBC)
● Violation tools (new)
● Dedicated brand support team
Quick Takeaway:
Brand Registry Benefits

Brand Registry Limitations
Take role in seller
pricing agreements
Amazon does not:
Take legal action against
MAP violations &
distribution issues
Does not recognize
pending trademarks

Feature Update:
Report a Violation Tool
● Report possible patent violations directly
● View and report from a variety of potential
infringements
● View snapshots & details of submitted reports
● Report suspicious violations through power search
tools

Keeping a Pulse on Trademark
Infringement
Signs retailers should look for:
Supply Chain Relations Drop in Buy Box
Percentage
Negative Reviews

Steps &
Requirements

Requirements
Before Enrolling
An active registered trademark for your brand
that appears on your products or packaging
Verification as the rights owner or the
authorized agent for the trademark
An Amazon 3P account
Image-based mark with
words, letters, or numbers
Text-based marks
AMAZON

Information for
Enrollment
1. Brand name with an
active registered
trademark
2. Associated
government-registered
trademark number
3. A list of product
categories in which your
brand should be listed
4. A list of countries where your
brand’s products are
manufactured & distributed

Wait for Verification
Typically around 1 - 8 weeks
Wait for Action
Amazon investigates and takes action on more than 95% of all notices
of potential infringement received from brands in Brand Registry
within eight hours

How many
layers are there
between you and
the customer ?

Amazon 1P
(Vendor Central)
VS
Amazon 3P
(Seller Central)

You have to negotiate terms with Amazon
Need to give up 1% of your revenue to get
access to reporting tools
Prime Now
Exposure to other channels that
Amazon prioritize
Amazon Vine
Amazon Media Group
Amazon Marketing Services
Amazon 1P
Pros: Cons:
Lack of pricing control on marketplace
Not having total control over your
inventory and what is ordered
New product launch

Amazon 3P
Account Management Support
No access to certain promotions/ events
You get payout in 2 weeks
Fees are flat across categories
Great reporting tools
Direct to consumer is the way to the future
You dictate the rules
Pros: Cons:

The result of choosing your
spot on Amazon
Better control of your
brand, listings and
inventory
Higher profit margin Quicker payment
terms
Own your product
reviews and customer
narrative

The Strategy
Conversion RatePPC Kits & Bundles

Choice Architecture:
Products on Amazon today VS. OFF
Go to Amazon.com and type in: Away Luggage

Take Back
Control Of
Your Branded
Keyword
Terms

Pro Tip Bonus
Take Control
Of Your
Competitors
Branded
Keyword
Terms

The Strategy
Conversion RatePPC Kits & Bundles

Understand
your
conversion
rate

Sessions Amazon Conversion
rate (%)
(Total order items + total
order items B2B)
/ =
Math!

Benchmark
data

Benchmark data
Good conversion
rate
Amazing
conversion rate
1-800 FLOWERS Your average
target
3
%
5
%
17
%
6-8
%

Inventory is available
prime (FBA)
Utilizing sponsored
ADS and AMS
Conversion is made =
amazon gets a referral
commission
The 3 things that Amazon
values the most

Win-rate Math!
=

Heaviest weight placed
on conversions
$$$$ that Amazon
values the most
Not all conversions are
created equal
For same keyword, would
Amazon rather have the
person buy 1 or 5?

The Strategy
Conversion RatePPC Kits & Bundles

Get Your Customers to
Buy 2+ units
Boost Your Average Order Value

Propel
Rank

Amazon
tracks unit
session %
# of units / # of sessions

In Amazon’s crowded
marketplace
Fitting in = Failing
NOT STANDING OUT = BEING INVISIBLE

People buy products not because the
want them but because how they are
presented to them.
Triggered when a
shopper sees a product
for the first time and
visualizes a need for it.
“Suggestion Impulse Buying” -
Hawkins Stern

=
$1,675
Don’t be the cheapest - be the best
$1,150
The best
The cheapest

THE STRATEGY SPEED BACKLINKS CONTENT
Free 15 Minute Brand Strategy Audit
Apply NOW: bit.ly/BRANDAUDIT
Bonus Offer
*10 Brands Will Be Selected at Random
Chad Rubin
CEO &
Co-Founder

SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Email: webinars@cpcstrategy.com
Schedule Your
1:1 Amazon Strategy
Evaluation

THE STRATEGY SPEED BACKLINKS CONTENT
Questions for Today Speakers?
Chad Rubin
CEO & Co-Founder
Joe Selzer
Manager of Amazon
Account Support

Pro Tip Bonus
Find Top
Selling SKUS
& Revenue
❏ Discover diamond SKUs
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diamonds products off
Amazon.com
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SKUs now!