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Health & Personal Care Brands' Successful Amazon Strategies

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In 2018, health-related subcategories like health care and nutrition were the main drivers of Amazon’s growth, with an increase in sales of 55% and 50% year-over-year, respectively. However, maintaining credibility—especially in highly-regulated categories—means stringent requirements that sellers must follow to be allowed to sell on the platform. So, how can health-related sellers differentiate themselves in one of the most competitive categories on Amazon? Join our webinar as we unpack how we’ve helped our clients like Advil, Seventh Generation, and BioGanix redefine their brand and stay competitive in today’s marketplace.

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Health & Personal Care Brands' Successful Amazon Strategies

  1. 1. ● ● ● Persephanie Arellano Webinar Coordinator
  2. 2. Tony Heuer Nai Saelee Shawn Paustian
  3. 3. 7. Eyebrow Text
  4. 4. Poll Question ● ● ● ● ●
  5. 5. Numerator brings together omnichannel marketing, merchandising, and sales data to make pursuing new possibilities simple. We offer the most complete view of the omnichannel marketplace, with the fastest intelligence available.
  6. 6. Amazon Health & Personal Care Total US Penetration and Trips All Shoppers | Ending 06/30/2019, Rolling 52 Weeks by Quarters
  7. 7. Metrics 2018 2019 YoY Growth Buy Rate $203.24 $231.82 +14% Purchase Frequency 7.9 9.0 +14% Spend Per Trip $25.76 $25.89 0% % of Basket (Spend) 67% 70% +4% Amazon Health & Personal Care Shopper Metrics All Shoppers | Ending 06/30/2019 vs YAG
  8. 8. Amazon Health & Personal Care Share of Wallet Amazon H&PC Closers | Ending 06/30/2019 vs YAG Walmart +0.6 Amazon +2.2 Costco +0.2 Target +0.1 Sam’s Club -0.2 Walgreens - CVS -0.2 Dollar General +0.1 Kroger -0.3 BJ’s -0.3 YAG 22% SOW Online
  9. 9. Categories with Biggest Shift to Online % of Spend – Change YoY Industrial +15% Home & Garden +9% Electronics +8% Tools & Home Improvement +7% Toys +7% Losing Retailers % of Spend – Change YoY Walmart -1.0% Kroger -0.6% RiteAid -0.5% CVS -0.4% Ahold Delhaize -0.4% Change in Spending as Shoppers Enter Amazon for Health & Personal Care New Amazon Health & Personal Care Shoppers | Past 52 Weeks Ending 06/30/2019 vs YAG
  10. 10. AGE Gen X / Millennials HHs: 58%, Index: 103 ETHNICITY White HHs: 71%, Index: 105 INCOME High Income (>$80K) HHs: 48%, Index: 111 SUBSCRIPTION Prime Member HHs: 66%, Index: 119 HOUSEHOLD SIZE 3+ Persons HHs: 46%, Index: 102 MARITAL STATUS Married HHs: 58%, Index: 107 CHILDREN Yes HHs: 33%, Index: 105 URBANICITY Suburban/Urban HHs: 72%, Index: 100 EDUCATION 4+ Year College HHs: 45%, Index: 108
  11. 11. Online Lover Saver Bulking Up 17% more likely to be purchasing online weekly 14% more likely to be buying in bulk online 70% shop online to save time 50% shop online to save money
  12. 12. +13% more likely to be interacting with Smart Home devices Compared to the average Amazon Shopper, Amazon Health & Personal Care Shoppers are… Know Where You Stack Up in Voice Search
  13. 13. Health & Personal Care Private Label Index (% of Spend) Amazon Health & Personal Care Shoppers Indexed to Amazon Shoppers | Past 52 Weeks Ending 06/30/2019
  14. 14. Vitamins & Supplements Share by Heavy, Medium Low Category Buyers (% of Units) In FMCG Retailers | Past 52 Weeks Ending 06/30/2019
  15. 15. Vitamins & Supplements Share by Heavy, Medium Low Category Buyers (% of Units) On Amazon | Past 52 Weeks Ending 06/30/2019
  16. 16. 21% have not bought Health & Personal Care on Amazon yet The Remaining Opportunity for Amazon Of Amazon Shoppers | Ending 06/30/2019
  17. 17. Amazon Health & Personal Care Total US Penetration by Category All Shoppers | Ending 06/30/2019, Rolling 52 Weeks by Quarters
  18. 18. 1. Retailers Watch Out 2. Brands Need to Capitalize 3. Study What’s Next
  19. 19. much harder that’s a good thing.
  20. 20. ● extremely lucrative ● opportunities competition sales continue to increase ● ●
  21. 21. can’t afford relevant and competitive
  22. 22. ● ●
  23. 23. ● ●
  24. 24. Must be enrolled in the Professional seller plan with the following metrics: ● ● ● Product Requirements for Health and Personal Care ● ○ ○ ● ● ● ○ ○
  25. 25. ● ●
  26. 26. ● ● ● Ads must not make any unrealistic or excessive claims ie: That customers can lose weight by merely using the product without following a calorie-controlled diet or exercise program. ● Check that your product is not in the restricted products list- ● Make sure product is labeled correctly with 1) quantity/amount of product 2) “supplement facts” panel 3) ingredient list 4) name and address of manufacturer
  27. 27. ● ● ●
  28. 28. ● ●
  29. 29. ● Pure Clean Performance’s Beet Juice Powder ● 30 day before and after analysis
  30. 30. Brand Messaging ● ● ● ● Product Messaging ● ● ●
  31. 31. ● ● increase order volume and lower ACoS
  32. 32. ● Campaign Optimization ○ ● Optimize Brand Page & on Page Content ○ ● Increase Sales on Prime Day ○
  33. 33.
  34. 34. Sponsored Products Product Attribute Targeting Sponsored Brands Ad Console Lifestyle In-Market DSP: Retargeting DSP Advertising Mix Split
  35. 35. AMS Campaigns Non Branded Campaigns Branded Campaigns Must Win Branded Other Branded Must Win Non Branded Other Non Branded
  36. 36. New Year New Me ● ● ProTip:
  37. 37. PDA Pro-tip:
  38. 38. Key Takeaways
  39. 39. Tony Heuer Nai Saelee Shawn Paustian
  40. 40. SEP The 2019 Advanced Email Marketing Masterclass: Expert Strategies for a Sophisticated Email Marketing Program Health & Personal Care Brands' Successful Amazon Strategies: Learning From Brands Like Advil and Seventh Generation OCT 13 Brands That Are Using Email Marketing Creative to Crush Performance for Holiday Campaigns Google's New Ad Formats: What We've Learned From Testing Discovery and Gallery Ads https://tinuiti.com/content/

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