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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
TINUITI PRESENTS...
Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll qu...
Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Se...
Today’s Speakers
Tanya Zadoorian
Sr. Marketplace Channel Analyst
For those of you in the audience, how
many are experiencing their first Prime
Day?
Poll Question
● Yes
● No
Do you have any deals approved for
Prime Day?
Poll Question
● Yes
● No
Are you running some type of price
discount or coupon?
Poll Question
● Yes
● No
Agenda
Marketplace trends on Prime Day
Best Practices for Retail Readiness
Combination of advanced advertising tactics to ...
Prime Day Trends
Copyright 2017 - Q4 Amazon Virtual Summit
Why Prime Day?
● Get in front of millions of customers globally.
○ New Customer ...
Prime Day Marketplace Trends
● 5th Prime Day has evolved to Prime week.
● Marketplace growth across EU, Japan, Mexico, Aus...
Copyright 2017 - Q4 Amazon Virtual Summit
Questions To Consider
● Do you have deals/coupons scheduled and confirmed?
● Do y...
Advertising Trends
● Prime Day 2018 (July 16th) v. July 15th
○ 33% Increase in sales
○ 36% Increase in clicks
○ 49% Increa...
July Ad Console Advertising Sales
$3,600,000
$2,870,000
$2,057,000
$1,400,000
$710,000
Prime Day (16th & 17th)
Amazon is Constantly Changing
Copyright 2017 - Q4 Amazon Virtual Summit
Amazon is Rapidly Changing
Amazon Marketing Services
Enhanced Brand Content
Bran...
Retail Readiness
Retail Readiness
● Inventory In Stock & Replenishable
● Goal of 15 Reviews
● Greater than 3.5 Star Rating
● Optimized Cont...
Copyright 2017 - Q4 Amazon Virtual Summit
Comprehensive Detail Page
Title Bullet
Points
Detail Page
Imagery
Product
Descri...
Copyright 2017 - Q4 Amazon Virtual Summit
Develop Your Messaging Mix
Brand Messaging
● Tell your brand story
● Develop you...
Copyright 2017 - Q4 Amazon Virtual Summit
Amazon SEO & Written Content
Title
Amazon Written Content consists of the optimi...
Advanced Advertising Tactics for
Prime Day
Product Listing Prominence is Crucial
AMAZON DIVISION
35%
of Amazon
Shoppers click on
the first product
featured on a
searc...
New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
PAT enables us to target audiences with ASINs, Categories, Price Range, Brands, Review Rating
● We identify which categori...
New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored B...
● Identify keywords with the highest % of orders
new-to-brand
○ These keywords are targeting candidates for driving
new-to...
New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored B...
Auto-targeting updates:
● We automatically target your ads based on keyword and products
● We can now adjust targeting opt...
New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored B...
Adjust Bids by Placement
Top of Search (first page)
The top of search (first page) refers to the
sponsored products ads at t...
Adjust Bids by Placement
Pro Tip:
Product Pages
Product pages refers to sponsored products placements on the product
detai...
New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored B...
Dynamic Bidding Strategies
Pro Tip:Dynamic Bids - Down Only
When you choose 'dynamic bids - down
only' strategy, Amazon wi...
Dynamic Bidding Strategies
Pro Tip:Dynamic Bids - Up and
Down
When you choose the 'dynamic bids - up and
down' strategy, A...
Dynamic Bidding Strategies
Pro Tip:Fixed Bids
When you choose the 'fixed bids' strategy,
Amazon will use your exact bid for...
Prime Day Marketing Prep
● Product Selection
● Budget Allocation
● Keyword & ASIN Selection
Create a Amazon
Store Deals Pa...
Prime Month Advertising Strategy
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of...
Copyright 2017 - Q4 Amazon Virtual Summit
Demand-Side Platform Advertising
Off Amazon Marketing
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews
Abo...
Promotions:
Lightning Deals, Coupons, Discounts
Lightning Deals, Coupons, Discounts
Marketing Placement for Promotions Help Get More Product Orders
Promotions display as ...
Lightning Deals, Coupons, Discounts
● Lightning Deals are a great way to move through inventory
that are shown on the Deal...
Lightning Deals, Coupons, Discounts
● Coupons to increase click-through-rate
○ Percentage Off
○ Dollar Off
○ Featured on the...
Lightning Deals, Coupons, Discounts
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count...
Takeaways
Pro-Tip Takeaways
● Prime Week is a week long marketing event.
● Begin your product selection now and ensure
product inven...
Schedule Your 1:1
Strategy Evaluation
Q & A
Tanya Zadoorian
Sr. Marketplace Channel Analyst
10:00 - 10:45 am PT 12 - 12:45 am PT
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED
Today’s Timeline
...
The 2019 Amazon Prime Day Expert Approach Series Tinuiti
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The 2019 Amazon Prime Day Expert Approach Series Tinuiti

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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.

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The 2019 Amazon Prime Day Expert Approach Series Tinuiti

  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 TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED 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 SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● 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. Today’s Speakers Tanya Zadoorian Sr. Marketplace Channel Analyst
  6. 6. For those of you in the audience, how many are experiencing their first Prime Day? Poll Question ● Yes ● No
  7. 7. Do you have any deals approved for Prime Day? Poll Question ● Yes ● No
  8. 8. Are you running some type of price discount or coupon? Poll Question ● Yes ● No
  9. 9. Agenda Marketplace trends on Prime Day Best Practices for Retail Readiness Combination of advanced advertising tactics to implement before & during Prime Day Sophisticated advertising approach to reach your audience Techniques to differentiate yourself against the competition
  10. 10. Prime Day Trends
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit Why Prime Day? ● Get in front of millions of customers globally. ○ New Customer Acquisition ● ‘Christmas in July’ ● Amazon invests heavily in demand generation via TV ads and radio ads to promote this day.
  12. 12. Prime Day Marketplace Trends ● 5th Prime Day has evolved to Prime week. ● Marketplace growth across EU, Japan, Mexico, Australia, India, and others. ● More advertising placements now than there was last year.
  13. 13. Copyright 2017 - Q4 Amazon Virtual Summit Questions To Consider ● Do you have deals/coupons scheduled and confirmed? ● Do you have a set advertising budget for July? ○ Is there opportunity to add additional budget (if needed)? ● What are your goals for Prime Day? ○ Tangible goals (if any). ● Any new products launching in June/July? ○ Proper expectations around new product launches (Retail Readiness). ● What products do you want to advertise? ● Do you have enough inventory to support Prime Day?
  14. 14. Advertising Trends ● Prime Day 2018 (July 16th) v. July 15th ○ 33% Increase in sales ○ 36% Increase in clicks ○ 49% Increase in spend ○ 65% Increase in Impressions ○ 10% Increase in aCPC ● Post Prime Week 2018 ( (July 15- 21, 2018) vs. (July 22 – 28, 2018) ● Impressions dropped -82.84% ● Clicks dropped -78.44% ● CTR increased +25.15% ● Average CPC increased +.95% ● Spend dropped -78.20% ● Orders dropped -81. 67% ● Sales dropped -82.27%
  15. 15. July Ad Console Advertising Sales $3,600,000 $2,870,000 $2,057,000 $1,400,000 $710,000 Prime Day (16th & 17th)
  16. 16. Amazon is Constantly Changing
  17. 17. Copyright 2017 - Q4 Amazon Virtual Summit Amazon is Rapidly Changing Amazon Marketing Services Enhanced Brand Content Brand Registry Seller Fulfilled Prime AAP (Display) Incentivized Review Ban Amazon Stores ASIN Retargeting Removing Incentivized Reviews Aggressively Launching PL Brands Off Amazon Attribution DSP + Advertising Console Rebrand Add PATs + EATS Ad placement bidding, bidding portfolio 2016 2017 2018 2019 AMAZON CHANNEL OVERVIEW
  18. 18. Retail Readiness
  19. 19. Retail Readiness ● Inventory In Stock & Replenishable ● Goal of 15 Reviews ● Greater than 3.5 Star Rating ● Optimized Content ● Optimized Product Images Factors That Influence Purchase: 1. Price 2. Shipping Method 3. Review Quality 4. Count of Reviews
  20. 20. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Bullet Points Detail Page Imagery Product Descriptions Enhanced Content
  21. 21. Copyright 2017 - Q4 Amazon Virtual Summit Develop Your Messaging Mix Brand Messaging ● Tell your brand story ● Develop your brand aesthetic & tone ● Establish brand equity ● Communicate key elements of your brand Product Messaging ● Communicate the main reasons to buy ● Describe product complexities ● Address product-related FAQs Brand Message Product Message
  22. 22. Copyright 2017 - Q4 Amazon Virtual Summit Amazon SEO & Written Content Title Amazon Written Content consists of the optimizations of a products Title, Bullet Points, and Product Description Discoverability: Ensuring our listings are optimized for Amazon’s search algorithm Buyability: Ensuring our content speaks to our product features in the highest standard of the brand. We believe that investing both in Advertising and into Content Optimization strategies are necessary inputs to drive the discoverability and buyability cycle. a b
  23. 23. Advanced Advertising Tactics for Prime Day
  24. 24. Product Listing Prominence is Crucial AMAZON DIVISION 35% of Amazon Shoppers click on the first product featured on a search page 81% of clicks are on brands on the first page of search results 70% of Amazon Customers never click past the first page of results. The first three items displayed in search results account for 64% of clicks Promoting products via AMS that do not already rank one the first page for a core product search is crucial to sales and product growth
  25. 25. New Additions This Year In Advertising ● Sponsored Product - Product Targeting ads.
  26. 26. PAT enables us to target audiences with ASINs, Categories, Price Range, Brands, Review Rating ● We identify which categories, brands, products & keywords to target ● We analyze search term reports to see which of your ASINs converted, then target them in conquesting Search campaigns. Our Product Attribute Targeting (PAT) Strategy Advertising Console: Sponsored Products & Sponsored Brands Offensive strategy: ○ Placement = competitor’s listings ○ Advertise = your brand’s version Defensive strategy: ○ Placement = your product listings ○ Advertise = similar product (sets, different size)
  27. 27. New Additions This Year In Advertising ● Sponsored Product - Product Targeting ads. ● New to Brand metrics for Sponsored Brand campaigns.
  28. 28. ● Identify keywords with the highest % of orders new-to-brand ○ These keywords are targeting candidates for driving new-to-brand orders ● Review the new-to-brand units and sales metrics as these may identify keywords that generate new-to-brand orders with higher price points and basket sizes ● Then target these customers, after 1 month via DSP campaigns to drive S n S purchases Reading The New to Brand Metrics Advertising Console: Sponsored Products & Sponsored Brands
  29. 29. New Additions This Year In Advertising ● Sponsored Product - Product Targeting ads. ● New to Brand metrics for Sponsored Brand campaigns. ● Enhanced Auto targeting functionality.
  30. 30. Auto-targeting updates: ● We automatically target your ads based on keyword and products ● We can now adjust targeting options to meet your performance needs ● CAPx enables us to scale enhanced auto targeting more effectively We leverage EAT for auto targeting strategies within campaign manager: ● Close match: search terms closely related to the product description ● Loose match: search terms broadly related to the product description ● Substitutes: shoppers looking for products which could be substituted by the advertised product ● Complements: shoppers looking for products which are associated with the advertised product Enhanced Auto Targeting (EAT) Advertising Console: Sponsored Products & Sponsored Brands
  31. 31. New Additions This Year In Advertising ● Sponsored Product - Product Targeting ads. ● New to Brand metrics for Sponsored Brand campaigns. ● Enhanced Auto targeting functionality. ● Placement Bidding
  32. 32. Adjust Bids by Placement Top of Search (first page) The top of search (first page) refers to the sponsored products ads at the top row on the first page of search results. Bids can be increased up to 900% (or 10 times) of your base bid. Test placement bidding incrementally (in 25% increments). Measure results at each increase level Pro Tip:
  33. 33. Adjust Bids by Placement Pro Tip: Product Pages Product pages refers to sponsored products placements on the product details page, and certain other placements off search results like the add-to-cart page. Bids can be increased up to 900% (or 10 times) of your base bid.
  34. 34. New Additions This Year In Advertising ● Sponsored Product - Product Targeting ads. ● New to Brand metrics for Sponsored Brand campaigns. ● Enhanced Auto targeting functionality. ● Placement Bidding ● Dynamic Bidding
  35. 35. Dynamic Bidding Strategies Pro Tip:Dynamic Bids - Down Only When you choose 'dynamic bids - down only' strategy, Amazon will reduce your bids in real time for clicks that may be less likely to convert to a sale. Campaigns created before January 2019 used this strategy, so check to see which campaigns are currently using a down only strategy
  36. 36. Dynamic Bidding Strategies Pro Tip:Dynamic Bids - Up and Down When you choose the 'dynamic bids - up and down' strategy, Amazon will increase your bids in real time for clicks that may be more likely to convert to a sale, and reduce them for clicks that may be less likely to convert to a sale. Consider leveraging an up and down bidding strategy for campaigns operating below ACoS goal and for sales volume focused campaigns
  37. 37. Dynamic Bidding Strategies Pro Tip:Fixed Bids When you choose the 'fixed bids' strategy, Amazon will use your exact bid for all opportunities and will not adjust your bids based on likelihood of a conversion. A fixed bid strategy is useful for scenarios such as competitor brand conquesting where Amazon’s algorithm may determine a low likelihood of conversion Pro Tip:
  38. 38. Prime Day Marketing Prep ● Product Selection ● Budget Allocation ● Keyword & ASIN Selection Create a Amazon Store Deals Page and drive traffic here through Sponsored Brand ads Pro Tip:
  39. 39. Prime Month Advertising Strategy Factors That Influence Purchase: 1. Price 2. Shipping Method 3. Review Quality 4. Count of Reviews 30 JULY 1 Finalize Sponsored Brand & PDA builds & submit for approval. 2 3 4 5 6 7 8 Start ramping budgets by 25-50% of campaigns that are within goal 9 Start ramping bids by 10-15% of keywords that are within goal 10 11 12 Keep eye on trends. Make any necessary budget changes leading into the weekend 13 14 PRIME WEEK 15 PRIME WEEK Additional bump of 10-15% on keywords that are within goal 16 PRIME DAY Increase budgets by 50% & keep close eye on daily budgets 17 PRIME DAY Keep close eye on daily budgets 18 PRIME WEEK Decrease bids & budgets by 25-50% 19 PRIME WEEK Continue to scale down bids & budgets as needed 20 PRIME WEEK Continue to scale down bids & budgets as needed 21 Launch DSP retargeting to re-engage audience 22 23 24 25 26 27
  40. 40. Copyright 2017 - Q4 Amazon Virtual Summit Demand-Side Platform Advertising
  41. 41. Off Amazon Marketing Factors That Influence Purchase: 1. Price 2. Shipping Method 3. Review Quality 4. Count of Reviews About half of shoppers start their search on Amazon. While it’s important for brands to be invested in the Amazon ecosystem, there’s also significant opportunity to be reaching shoppers when they’re not on Amazon. This is an effective strategy for Amazon advertisers to both: 1. Incrementally grow their on-Amazon sales by capturing demand that may not have otherwise converted, and 2. Lift their catalog’s organic rankings on Amazon due to the increased sales velocity
  42. 42. Promotions: Lightning Deals, Coupons, Discounts
  43. 43. Lightning Deals, Coupons, Discounts Marketing Placement for Promotions Help Get More Product Orders Promotions display as lower prices on amazon details pages, often merchandised across Amazon and featured in emails to Amazon customers Amazon often places purchased orders on featured products to prepare for the promotion. Sell Overstocked Products Help Increase Product Conversion Help avoid product returns. Proactively provide great deals to customers and lower the chance of an Amazon initiated return. Promotion is a great way to compel more visiting customers to purchase your product. Promotions often lead to higher product conversions. See the Halo Effect Win the Buy Box Many products sell better after a promotion than they did before the promotion. Promotion often make products show up higher in search result, and can boost your base line product demand. Setting up a price discount promotion helps Amazon lower prices and can help win the buy box. Amazon Promotions Why Run a Promotion?
  44. 44. Lightning Deals, Coupons, Discounts ● Lightning Deals are a great way to move through inventory that are shown on the Deal’s Gold Box page. ● Some requirements include: ○ Prime offer ○ Good star-rating (3) w/ at least 5 reviews ○ At least a 20% off discount ● At any stage, submission does not guarantee approval. ● Deals will be visible for review in Vendor Central on July 2, 2019. Expect to receive POs end of May/early June. Deals submissions for Lightning Deals are closed. Submit coupons by 6/15.
  45. 45. Lightning Deals, Coupons, Discounts ● Coupons to increase click-through-rate ○ Percentage Off ○ Dollar Off ○ Featured on the Deal’s page under ‘Coupons’ ● Price Discounts allow the opportunity to lower your price to increase sales velocity and improve product ranking. ● Deal of the Day are featured on the Deal’s Goldbox Page ○ 20% off lowest price in the last 60 days. ○ Minimum potential sales of $150K (non-holiday period). ● Best Deals are featured on the Deal’s page under ‘Savings & Sales’ ○ Offer at least a 20% discount Factors That Influence Purchase: 1. Price 2. Shipping Method 3. Review Quality 4. Count of Reviews
  46. 46. Lightning Deals, Coupons, Discounts Factors That Influence Purchase: 1. Price 2. Shipping Method 3. Review Quality 4. Count of Reviews
  47. 47. Takeaways
  48. 48. Pro-Tip Takeaways ● Prime Week is a week long marketing event. ● Begin your product selection now and ensure product inventory levels are healthy. ● Devise Marketing Strategy now. ● Review opportunities for coupons and submit by 6/15.
  49. 49. Schedule Your 1:1 Strategy Evaluation
  50. 50. Q & A Tanya Zadoorian Sr. Marketplace Channel Analyst
  51. 51. 10:00 - 10:45 am PT 12 - 12:45 am PT TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED Today’s Timeline NUMERATOR PRESENTS: PICTURING THE PRIME DAY SHOPPER 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 SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY

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