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The 2019 Amazon Prime Day
Expert Approach Series
How to Set Your Brand Up for Success
10:00 - 10:45 am PT 12 - 12:45 am PT
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY SHOPPER
Today’s Timeline
SKUBANA PRESENTS...
Today’s Logistics
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available a...
Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Se...
THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY
Please hold for the next presentation starting a...
CHAD RUBIN
⃓ Founder, Crucial Vacuum &
Think Crucial
⃓ Author of “Cheaper, Easier,
Direct” - and of course it’s on
Amazon
...
CONFIDENTIAL
Sales Channels
Shipping & Fulfillment
Inventory & Purchasing
Analytics
A modern multi-channel platform that en...
What You’ll Learn Today
Establishing Your Prime Day Intention and Goals
The Amazon Prime Day Checklist
Optimizing Your Pro...
What Is Your Intention For
Prime Day?
Poll Question
Prime Day Intention and Goals
ProfitGrowth LiquidateLaunch
Prime Day Intention and Goals
ProfitGrowth LiquidateLaunch
Get as much
attention and as
many sales on your
listing, regardl...
Why Is It So Important To Actively
Engage In Prime Day?
Keyword
Optimization
Focus on keywords
that drive traffic
and appear in
customer searches
PPC
Advertising
Bid on target
keyw...
The Amazon Prime Day Checklist
Harvest the Right Keywords
Optimize Your Product Listing
Stock-up at Your FBA Warehouse
Set...
Cracking The Amazon A9 Code
QID crumb tag = timestamp = # of seconds since
1/1/1970
COMPELLING LISTINGS
Give Amazon what
it wants
AMAZON A9
VIRTUOUS CYCLE
It will give you
what you need
INCREASED BEST SELLE...
Driving customers to your listings requires you to appear in their searches.
This All Starts by Identifying the Right Keyw...
Three Must-use Acquisition
Keyword Tools
The Hashtag and AMZ
Suggestion Expander
KW Index
Checker
Amazon’s keyword
researc...
Ensures the keywords you use
are working in your favor
Google Chrome Extension
Allows you to see how your ASINs
are indexi...
The chart also shows what
products are frequently bought
together giving you a broader
understanding of all products
relat...
The Hashtag #
But if you want a more
advanced tool...
Place a hashtag in front of your
search
Amazon will show you other
s...
AMZ Suggestion Expander
And other keywords
suggestions
AMZ Suggestion Expander
modifies your suggested search
to show you k...
The Search Term Report
Keywords
Are Half
The Battle
Write to optimize
for traffic:
⃓ 60% for humans
⃓ 40% for bots
How Do You Optimize For
Conversions?
Drive
Traffic
Improve
Conversion
You need clicks on the HIGHEST Conversion Rate Keywords
- sends a signal to Amazon
Lower conversion rates. YOU Stop showin...
Your listings MUST
show the highest
conversion rate
Double Down On High Converting
Keywords
Remember The Listing Essentials
People scan the
Amazon detail
page in an
“F” shape
12
3
4
→ Unique Product Titles
→ SEO-Friendly URLs
→ High-res Images
→ Detailed Bullets
→ Compelling Promotions
→ Engaging Produc...
Unique Product Titles
Capitalize on long-tail keywords
Keywords Should Be Embedded in Your Title
Avoid keywords with group...
Unique Product Titles
Unique Product Titles
To maximize your listing traffic, you have to have the right URL structure.
SEO-Friendly URLs
5 Best Keywords at
Beginning of Title
(By no Means
Keyword Stuff)
At 5th word, put
hyphen – or colon:
Don’t worry
→ AND, IF...
4+ High-res Images Containing Value
Props
Make sure your Title and Main Photo are optimized for mobile.
Title And Image Pro Tip
MOBILE MAKES UP 55% OF ALL AMAZON SA...
Benefit-driven
Unique features
Keyword rich, not keyword
stuffing
Leave no bullets behind
Detailed Bullets
Use Competitor’s
Negative Product
Reviews to Inform
your Content
Detailed Bullets
Pro Tip
Tired of leaking garbage bags that
cause your smelly trash to drip all over
your floor? Our garbage bags are
strong, durabl...
The coupon stack
= Frequently
bought together
Compelling Promos
Compelling Promos
Increase your
average order
value
Compelling Promos Pro Tip
Put your best
coupon deals in
place
Engaging Product Videos
Video Shorts:
Bookmark and use
this link to upload
video shorts
https://www.amazon.
com/creatorhub/vide
o/upload?%20produ
...
Upsell With Product Variations
Make sure to keep this in mind as you identify which keywords to
bid against
You can no longer only rely on keywords and o...
How Do You Make Sure You Have
Enough Inventory At Your
FBA Warehouse?
Stock-up at Your FBA Warehouse
The key is to make sure you have enough stock at FBA to prevent a
stockout during and after...
Forecasting by Profit
Forecasting by Profit
How Do You Validate That Your
Strategy is Working?
Prime Day Analysis: Track the Key Metrics
that Matter
Conversion Rate
Prime Day Analysis
Sensitivity Analysis
Setting Targ...
Understand Your Conversion Rate
(Total order items
+ total order items
B2B)
Sessions Amazon
Conversion rate
(%)
/ =
Benchmark Data
Your Average TargetGood
Conversion Rate
Amazing Conversion
Rate
3
%
5
%
6-8
%
Win-Rate Math!
=
Prime Day Analysis
=
What Drove Prime Day Profit
Not
Profitability
What Drove Prime Day Profit
Not
Revenue
The 80/20 rule 80% of your profit comes from 20% of your SKU’S
Every Fee That Impacts Your Profitability
=
FBA Pick Fee
Removal Fee
FBA Pack Fee FBA Prep Fee Return Commission
Destroy Fe...
Every Fee That Impacts Your Profitability
Develop a Sensitivity Analysis for Ad Spend
And a Correlation Analysis (Before)
And a Correlation Analysis (After)
Set Targets & Track Accountability
Track Customer Lifetime Value
Great Amazon Prime
Day Experience
= Future Repeat Sales
THE STRATEGY SPEED BACKLINKS CONTENT
Apply for a Free Private Listing
Optimization Teardown ($3k+ value)
Apply NOW: bit.ly...
Q & A
Chad Rubin
CEO & Co-Founder
10:00 - 10:45 am PT 12 - 12:45 am PT
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY SHOPPER
Today’s Timeline
SALSIFY PRESENTS...
Schedule Your 1:1
Strategy Evaluation
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The 2019 Amazon Prime Day Expert Approach Series Skubana

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Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.

Published in: Retail
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The 2019 Amazon Prime Day Expert Approach Series Skubana

  1. 1. The 2019 Amazon Prime Day Expert Approach Series How to Set Your Brand Up for Success
  2. 2. 10:00 - 10:45 am PT 12 - 12:45 am PT NUMERATOR PRESENTS: PICTURING THE PRIME DAY SHOPPER Today’s Timeline SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY JUNGLE SCOUT PRESENTS: INVENTORY FORECASTING: HOW TO SUCCEED ON PRIME DAY 11 - 11:45 am PT 2 - 2:45 pm PT1 - 1:45 pm PT SALSIFY PRESENTS: FUNDING AND FUNDAMENTALS: GAINING DIGITAL SHELF LEADERSHIP ON PRIME DAY TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  4. 4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  5. 5. THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY Please hold for the next presentation starting at 1pm PT / 4pm ET by Chad Rubin
  6. 6. CHAD RUBIN ⃓ Founder, Crucial Vacuum & Think Crucial ⃓ Author of “Cheaper, Easier, Direct” - and of course it’s on Amazon HI, I’M CO-FOUNDER & CEO,
  7. 7. 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
  8. 8. What You’ll Learn Today Establishing Your Prime Day Intention and Goals The Amazon Prime Day Checklist Optimizing Your Product Listings for Conversions Stocking up at Your FBA Warehouse Tracking the Metrics that Matter
  9. 9. What Is Your Intention For Prime Day? Poll Question
  10. 10. Prime Day Intention and Goals ProfitGrowth LiquidateLaunch
  11. 11. Prime Day Intention and Goals ProfitGrowth LiquidateLaunch Get as much attention and as many sales on your listing, regardless of profit Improve your conversions and move closer to your target margins Boost revenue of product as it nears the end of its lifecycle, being mindful of ad spend Move products out of your FBA warehouse ASAP, regardless of profit
  12. 12. Why Is It So Important To Actively Engage In Prime Day?
  13. 13. Keyword Optimization Focus on keywords that drive traffic and appear in customer searches PPC Advertising Bid on target keywords to increase the visibility of listings Marketable Coupons Offer premium deals and coupons to drive conversions Halo Effect High conversion rate on listings after Prime Day provides massive boost to sales rank Post-Prime Momentum Maintain rank with ongoing PPC ads and coupon deals The Prime Day Halo Effect
  14. 14. The Amazon Prime Day Checklist Harvest the Right Keywords Optimize Your Product Listing Stock-up at Your FBA Warehouse Set PPC Spend Track the Key Metrics that Matter
  15. 15. Cracking The Amazon A9 Code QID crumb tag = timestamp = # of seconds since 1/1/1970
  16. 16. COMPELLING LISTINGS Give Amazon what it wants AMAZON A9 VIRTUOUS CYCLE It will give you what you need INCREASED BEST SELLER RANK (BSR) SEARCH VISIBILITY MORE CONVERSIONS MORE SALES Understanding The A9 Search Intelligence
  17. 17. Driving customers to your listings requires you to appear in their searches. This All Starts by Identifying the Right Keywords. Choosing the Right Keywords
  18. 18. Three Must-use Acquisition Keyword Tools The Hashtag and AMZ Suggestion Expander KW Index Checker Amazon’s keyword research report
  19. 19. Ensures the keywords you use are working in your favor Google Chrome Extension Allows you to see how your ASINs are indexing against your keywords Validate Your Keywords
  20. 20. The chart also shows what products are frequently bought together giving you a broader understanding of all products related to your keyword or product Website tool that builds a relationship chart based on the ASIN or keyword you search Validation Pro Tip: YASIV
  21. 21. The Hashtag # But if you want a more advanced tool... Place a hashtag in front of your search Amazon will show you other search terms that your keywords appear in
  22. 22. AMZ Suggestion Expander And other keywords suggestions AMZ Suggestion Expander modifies your suggested search to show you keywords that appear Before your term After your term Between your terms
  23. 23. The Search Term Report
  24. 24. Keywords Are Half The Battle Write to optimize for traffic: ⃓ 60% for humans ⃓ 40% for bots
  25. 25. How Do You Optimize For Conversions?
  26. 26. Drive Traffic Improve Conversion
  27. 27. You need clicks on the HIGHEST Conversion Rate Keywords - sends a signal to Amazon Lower conversion rates. YOU Stop showing. Especially organically. Cheap clicks=Cheap Traffic=Bad Traffic Double Down On High Converting Keywords
  28. 28. Your listings MUST show the highest conversion rate Double Down On High Converting Keywords
  29. 29. Remember The Listing Essentials People scan the Amazon detail page in an “F” shape 12 3 4
  30. 30. → Unique Product Titles → SEO-Friendly URLs → High-res Images → Detailed Bullets → Compelling Promotions → Engaging Product Videos → Upsell with Product Variations Fundamentals Of Conversion-Driving Listings
  31. 31. Unique Product Titles Capitalize on long-tail keywords Keywords Should Be Embedded in Your Title Avoid keywords with groups that spend millions on SEO and advertising Make sure powerful keywords are at the front.
  32. 32. Unique Product Titles
  33. 33. Unique Product Titles
  34. 34. To maximize your listing traffic, you have to have the right URL structure. SEO-Friendly URLs
  35. 35. 5 Best Keywords at Beginning of Title (By no Means Keyword Stuff) At 5th word, put hyphen – or colon: Don’t worry → AND, IF, OR, THAT, THE are not included 2 SEO-Friendly URLs
  36. 36. 4+ High-res Images Containing Value Props
  37. 37. Make sure your Title and Main Photo are optimized for mobile. Title And Image Pro Tip MOBILE MAKES UP 55% OF ALL AMAZON SALES
  38. 38. Benefit-driven Unique features Keyword rich, not keyword stuffing Leave no bullets behind Detailed Bullets
  39. 39. Use Competitor’s Negative Product Reviews to Inform your Content Detailed Bullets Pro Tip
  40. 40. Tired of leaking garbage bags that cause your smelly trash to drip all over your floor? Our garbage bags are strong, durable and use double-layer engineering so you know...it actually holds the trash. You don't have to worry about when the next trash-plosion is going to occur. Detailed Bullets Pro Tip
  41. 41. The coupon stack = Frequently bought together Compelling Promos
  42. 42. Compelling Promos Increase your average order value
  43. 43. Compelling Promos Pro Tip Put your best coupon deals in place
  44. 44. Engaging Product Videos
  45. 45. Video Shorts: Bookmark and use this link to upload video shorts https://www.amazon. com/creatorhub/vide o/upload?%20produ ctsASIN= Engaging Product Videos Pro Tip
  46. 46. Upsell With Product Variations
  47. 47. Make sure to keep this in mind as you identify which keywords to bid against You can no longer only rely on keywords and organic traffic to drive customers to your listing Sponsored Ads are also a driving factor for acquiring listing traffic, especially during Amazon Prime Day Set Your PPC Spend: Amazon Is a Pay-to-Play Environment
  48. 48. How Do You Make Sure You Have Enough Inventory At Your FBA Warehouse?
  49. 49. Stock-up at Your FBA Warehouse The key is to make sure you have enough stock at FBA to prevent a stockout during and after Prime Day Determine if you should be forecasting based on sales velocity vs. forecasting based on profitability Keep your original goal in mind to determine how to forecast and what SKUs to stock up on at FBA
  50. 50. Forecasting by Profit
  51. 51. Forecasting by Profit
  52. 52. How Do You Validate That Your Strategy is Working?
  53. 53. Prime Day Analysis: Track the Key Metrics that Matter Conversion Rate Prime Day Analysis Sensitivity Analysis Setting Targets and Tracking Accountability Track Customer Lifetime Value
  54. 54. Understand Your Conversion Rate (Total order items + total order items B2B) Sessions Amazon Conversion rate (%) / =
  55. 55. Benchmark Data Your Average TargetGood Conversion Rate Amazing Conversion Rate 3 % 5 % 6-8 %
  56. 56. Win-Rate Math! =
  57. 57. Prime Day Analysis =
  58. 58. What Drove Prime Day Profit Not Profitability
  59. 59. What Drove Prime Day Profit Not Revenue The 80/20 rule 80% of your profit comes from 20% of your SKU’S
  60. 60. Every Fee That Impacts Your Profitability = FBA Pick Fee Removal Fee FBA Pack Fee FBA Prep Fee Return Commission Destroy Fee Commission Fee Storage Fee Short-term AND Long-term
  61. 61. Every Fee That Impacts Your Profitability
  62. 62. Develop a Sensitivity Analysis for Ad Spend
  63. 63. And a Correlation Analysis (Before)
  64. 64. And a Correlation Analysis (After)
  65. 65. Set Targets & Track Accountability
  66. 66. Track Customer Lifetime Value Great Amazon Prime Day Experience = Future Repeat Sales
  67. 67. THE STRATEGY SPEED BACKLINKS CONTENT Apply for a Free Private Listing Optimization Teardown ($3k+ value) Apply NOW: bit.ly/primedaybonus *10 Brands Will Be Selected at Random Want me to show how it’s done? I’ll optimize 1 Amazon product listing: everything from traffic to conversion.
  68. 68. Q & A Chad Rubin CEO & Co-Founder
  69. 69. 10:00 - 10:45 am PT 12 - 12:45 am PT NUMERATOR PRESENTS: PICTURING THE PRIME DAY SHOPPER Today’s Timeline SALSIFY PRESENTS: FUNDING AND FUNDAMENTALS: GAINING DIGITAL SHELF LEADERSHIP ON PRIME DAY JUNGLE SCOUT PRESENTS: INVENTORY FORECASTING: HOW TO SUCCEED ON PRIME DAY 11 - 11:45 am PT 2 - 2:45 pm PT1 - 1:45 pm PT SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED
  70. 70. Schedule Your 1:1 Strategy Evaluation

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