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THE FIRST STEPS FOR A PROFITABLE PRODUCT LAUNCH

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learn top strategies for launching a product in the Amazon marketplace at an accelerated rate with our partner eComEngine, LLC. We'll be reviewing the Amazon Born to Run program, different options to manage inventory and tactics to get reviews.

Published in: Retail
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THE FIRST STEPS FOR A PROFITABLE PRODUCT LAUNCH

  1. 1. Amazon Vendors Product Launch Acceleration Series How Brands Can Accelerate Product Launches on the Amazon Marketplace
  2. 2. 9- 9:45 am PT CPC STRATEGY PRESENTS: THE FIRST STEPS FOR A PROFITABLE PRODUCT LAUNCH Today’s Timeline ECOMENGINE PRESENTS: A SMART PRODUCT REVIEW STRATEGY FOR LAUNCHING NEW PRODUCTS 10 - 10:45 am PT
  3. 3. Today’s Speakers Stuart Dooley Sr. Marketplace Channel Analyst Eric Kauss Manager, Vendor Operations
  4. 4. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Questions! Persephanie Arellano Webinar Coordinator
  5. 5. 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
  6. 6. Today’s Agenda ● Review the Born-to-Run program ● Top marketing strategies for launching a product in the Amazon marketplace ● Using third party data to determine sales velocity for highly relevant keywords ● Options to support inventory in Amazon retail analytics ● Core metrics that impacting demand
  7. 7. What do you find is the biggest struggle when launching a new product on Amazon?
  8. 8. Born-to-Run Program
  9. 9. Born-to-Run Program “Born to Run” Select Vendors now have the opportunity to launch new products on Amazon at an accelerated rate.
  10. 10. Born-to-Run Program How does “Born to Run” work? If a Vendor is confident a product is going to sell well on Amazon, they might want to apply for “Born to Run” to jump-start the Amazon flywheel.
  11. 11. Born-to-Run Financial Liabilities What are the potential costs? ● AMS Spend ● Buyback Potential
  12. 12. The Marketing Product Launch Strategy
  13. 13. The Marketing Product Launch Strategy Advertising Promotions InfluencersContent
  14. 14. Leveraging Advertising to Drive the Amazon Flywheel Advertising Build out one of each of the two campaign options to launch a new product or feature products that are seasonally in demand. ● Automatic Targeting: Amazon targets ads to all relevant customer searches based on product information. ● Manual Targeting: Sellers manually set keyword options for Sponsored Products ad campaigns.
  15. 15. The Marketing Product Launch Strategy Promotions Promotions build product and brand awareness. Funneling these promos directly back to Amazon is another way to increase overall sales velocity, conversion rate, and review count for a new product.
  16. 16. The Marketing Product Launch Strategy Content Products with optimized content show Amazon that it can efficiently convert traffic, a rise in organic rankings is often a natural side effect.
  17. 17. The Marketing Product Launch Strategy Leverage Influencers – Influencer Marketing is a powerful strategy that incorporates social media and content to build relationships with trusted people in your industry and drive your brand’s message to a target audience.
  18. 18. Average Sales Velocity
  19. 19. Average Sales Velocity ● Use third party data to determine sales velocity for highly relevant keywords. ● When launching a product, it’s also important to utilize third party data to drive off-Amazon traffic to your listings. Strategy: Repricing, as well as aggressive bidding on certain keywords to improve organic ranking, and ultimately increase conversions.
  20. 20. Navigating Amazon’s Probability Demand Forecast
  21. 21. Operational Foundation - Path to Sales & Profits
  22. 22. Demand Forecast - Purchase Orders ● Indirect Market Factors ○ Sales Performance History ○ Seasonality Market Factors Demand Forecast - Market Factors
  23. 23. Interpreting Amazon’s Probability Forecast P90 10% Amazon will purchase more P80 20% Amazon will purchase more P70 30% Amazon will purchase more Mean For vendors that need more lead-time to acquire inventory ➔ 6 weeks or longer ➔ Key for vendors who manufacturer overseas
  24. 24. Understanding the New Amazon Probability Level (P-Level) Demand Forecast Forecast is a rolling 26 week estimate as close as possible to actual customer demand. Demand is predicated on total traffic to a detail page whether a customer purchases from 1P or 3P. Presented in different probability levels giving vendors a choice of how to stock inventory based on risk tolerance No longer calculates safety stock into demand Continues to use Vendor Lead-Time (VLT) for the calculation of actual purchase order quantities per week ✓ ✓ ✓ ✓ Does not represent a purchase order forecast
  25. 25. Top 4 Factors Impacting Demand Traffic to the Detail Page Amazon’s Profitability Vendor Lead-Time (VLT) Sales History
  26. 26. Adverse Effect of Inefficient Demand Forecasting
  27. 27. True Cost of Stocking Out Lost sales when product is out of stock Loss in organic ranking (result of lost sales velocity) Re-investment in resources to recover ranking True cost of stock outs on Amazon
  28. 28. Alternative to Protect New Product Launches
  29. 29. Strategic Suggestions in Using the Forecast Purchase Order vs. Demand Tracking ● Demand forecast → previous 13 weeks sales; compare these to actual purchase orders ● Track the demand vs. purchase orders on a weekly basis ● Not all asins are the same ● Amazon is still expecting a 100% confirmation rate
  30. 30. Back Up Planning: Direct Fulfillment / Drop-Ship Advantages of Direct Fulfillment/Dropship ● Vendor’s inventory acts as a backup ● Make a vendor’s entire catalog available ● Build demand for new products at a quicker pace ● Protect sales
  31. 31. Hybrid Approach to Selling on Amazon The Amazon Hybrid Strategy Allows a Vendor to: ● Keep up with demand ● Pricing control ● Flexibility ● 3rd party direct shipping or FBA ● New product launches
  32. 32. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Advanced Amazon Advertising Strategy Evaluation
  33. 33. Q & A Stuart Dooley Sr. Marketplace Channel Analyst Eric Kauss Manager, Vendor Operations
  34. 34. Blog: What is the Amazon Born To Run Program? Link to Blog: https://www.cpcstrategy.com/blog/20 18/11/amazon-born-to-run-program/ Posted by: Tara Johnson, Content Specialist
  35. 35. Blog: How Amazon Operations Can Boost Your Profitability Link to Blog: https://www.cpcstrategy.com/blog/ 2019/04/amazon-operations/ Posted by: Greg Swan, Content Specialist
  36. 36. Amazon Vendors Product Launch Acceleration Series Please hold for our next presentation starting at 10am PT / 1pm ET ECOMENGINE PRESENTS: A SMART PRODUCT REVIEW STRATEGY FOR LAUNCHING NEW PRODUCTS How Brands Can Accelerate Product Launches on the Amazon Marketplace

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