n this webinar, we team up with acquisition experts, Thrasio, to help you best position your Amazon business for acquisition. We’ll discuss the metrics and thresholds that are most attractive to potential buyers and the state of the market - for buyers and sellers - after the changes of the last year, and the levers you can pull to ensure your success.

1. Scaling Your
Amazon 3P
Business to be
Acquisition-Ready
The Top Signals Buyers Look for

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
3
*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
TANYA ZADOORIAN
Strategist, Marketplaces
BRANDON HENDRIX
SVP of Marketing
KEN KUBEC
VP of Acquisitions

6. Agenda
● The State of the Market in 2021
● Keys to a Successful Acquisition
● Maximizing Your Advertising Levers
● Case studies of Successful Acquisitions
● Five things you can do right now
6

7. What is your biggest concern about the process
of potentially selling your Amazon business?
● Getting the timing right
● Understanding what data to look at to know if I am ready to sell
● Maximizing profit
● All of the above
POLL

8. The State of the Market
in 2021

9. The State of the Market
9

10. Keys to a Successful
Acquisition

11. When is the
right time to
sell?

12. The Top Signals Buyers Look for
4+ stars proves the product’s
quality and shows the brand can
sustain its position over time.
500+ (predominantly positive)
reviews acquired organically.
The product’s ranking on high
volume keywords.
Reviews Ratings Rank

13. ● The amount of revenue driven by
marketing is increasing.
● Less mature to more mature.
● Less organic and more paid.
● 2018 perhaps 10% - 20% from Ads.
● 2021 perhaps 20% - 50% from Ads.
● Are you using all the channels?
● External traffic?
Marketing
Today

14. Advertising has become increasingly omnichannel
1-2 Years Ago Today

15. Maximizing Your
Advertising Levers

16. The discoverability
and buyability cycle
Advertising
The necessary boost to increase traffic
Increases Traffic
Content Optimization converts traffic into sales
Higher Sales
leads to higher
organic rankings
Higher
Rankings
leads to more traffic
Product Sessions * Conversion Rate = Revenue
Marketing is a means to driving sessions. Compelling creative and
copy is a means to convert that traffic into sales.
Sound operations are the table stakes required to realize the existing
demand for your products and a means for smart point of sale marketing
to increase sales.
16

17. Full-Funnel Advertising On Amazon
Awareness
Considerati
on
Purchase intent
Purchase
experience
Purchase
Awareness
Consideration
Purchase Intent
Loyalty
Purchase
17
DSP: OTT, In-Market &
Lifestyle segments
DSP: Retargeting
Ad Console: Sponsored
Brands & Sponsored
Display
Ad Console: Product
Targeting Ads and
Sponsored Products

18. Amazon Creative Best Practices
Comprehensive Detail Page
All elements must work together → cohesive message → A9 Optimized
Communicate a cohesive message on your Detail Page.
Understand the real estate available on your product page
• Use concise, attractive aesthetics and content
• Communicate reasons to buy
Title Bullet Points
Detail Page
Imagery
Product
Descriptions
Enhanced
Content
18

19. Tying it all together through the customer journey
19
IN-MARKET CATEGORY (DSP)
CATEGORY SEARCH (SEARCH)
BRANDED SEARCH (SEARCH)
RETARGET (DSP)
LOYALTY (DSP)
Brand search video
Category search
Retarget
Loyalty
In-Market

20. Off-Amazon Traffic driving to
Amazon for increased awareness
20
Leverage Amazon Attribution
● Google text ads & paid social ads to drive brand awareness and
engagement with customers outside of Amazon
- Half of shoppers start their search journey off Amazon,
this is a way to reach them
● Especially important for businesses that do not have a
shoppable ecommerce site
- Accelerate path to purchase, free shipping is table stakes
● Generate demand for Amazon centric-brands without negatively
impacting other channels
● Non-Amazon centric-brands can still use this as an opportunity
seasonally
-Prime Day for example

21. Case studies of
Successful Acquisitions

22. Case study: Angry Orange
Angry Orange was a four-year-old
brand generating more than $2
million in annual revenue when
Adam St. George decided it might be
time to exit the Amazon FBA game.
With his eyes on retirement, Adam
worked through a broker to connect
with Thrasio, and within a week, the
deal was agreed upon.
Angry Orange sold in 2018, paying
for a month-long Hawaiian vacation
and new fishing boat for the seller
and his family.
CHALLENGE
● Packaging A complete rebrand helped Angry Orange’s product line tell a
story while building consumer trust. This lent themselves to impactful
listing optimizations, providing more variety and emphasizing the brand
story and value within listing copy, imagery and video, and Enhanced
Brand Content.
● Product Development The original 8 oz. Angry Orange concentrate
was a hero product that earned its cult following, but Thrasio took
product innovation to a new level by creating a ready-to-use version in a
variety of sizes including a gallon jug. We evolved the product line to
include an enzyme spray for stain removal and introduced a bathroom
spray in early 2020.
● Marketing Thrasio’s team drove growth from on-Amazon marketing
placements, traffic generating channels, and DTC channels, which
contributed to 40% of total sales since March 2020. Influencer marketing
agreements were also added, including a celebrity endorsement by Snoop
Dogg.
● Distribution Thrasio’s omnichannel wholesale team forged new retail
relationships, including contracting with 200 Ace Hardware stores and 50
True Value stores to sell Angry Orange to in-store shoppers across the
US.
IMPROVEMENTS MADE:
Acquired November 2018
Pet odor eliminator Increased
revenue 8x
Reduced ACOS
$16.5m
RESULTS
-21%
22
Average monthly
PPC sales
+224%
Increase in
brand name
searches
+166%
Increase of total
seller payout
17%

23. 27%
Increase in
Attributed Revenue
Electronics Brand attributes $270k in
Orders on Amazon to Google &
Facebook efforts by leveraging Amazon
Attribution
A electronics Client with no cart functionality on
leveraged the Amazon Attribution beta to drive
sales on Amazon.
The Amazon Attribution beta captures any traffic
direct from Social or Search campaigns sending
to the client’s domain directly along with any
traffic sent directly to Amazon.
$270K
Revenue
Case Study
Amazon & Paid Media Case Study

24. Five things to do right now

25. 1. Launch Sponsored Brand Video Ads (SBV)
With SBV, cost is still relatively low since most advertisers are not using it and can drive more sales at
attractive ACOS.

26. 2. Advertising is table stakes
The consumer purchase journey is not linear.
Searches for
Product
Reads detail page
and reviews
Compares
Brands
Adds to Cart or List
Purchase in store
Writes a
review
Tells a
friend
Subscribe & Save
Considers or
Purchases brand
again
Customer
sees ad
Consideration
Purchase
Advocacy
Loyalty
Awareness
By placing advertisements both
on Amazon and off Amazon,
brands may drive traffic back to
the Marketplace, or engage
consumers directly on their
ecommerce site.

28. 4. When Packing & Creative Can Matter, It Does!
● Angry Orange went from a conversion rate
(CVR) of approximately 35% to 50% after the
creative change.
● FAB - Features, Advantages, Benefits
● BAF - Benefits, Advantages, Features
● C45 1045 Steel vs. Easy for Grandma to Hold
● Pretend you are the customer.

29. 5. Prepare for Prime Day
● A great opportunity to increase traffic &
conversions
● Expected to be in late Q2
-There is still time to plan!

30. Schedule Your
Consultation
with an Amazon
Expert

31. Q&A

32. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

33. Thank you!