By Ryan Craver, SVP, Lamour Group. Given at GrowCommerce Digital Marketing Customer Acquisition Conference - 20 Jul 2017, New York City.

1. The Secrets to Selling on Amazon
Ryan M Craver
SVP @ Lamour Group
Founder @ Commerce
Canal

2. “In the old world, you
devoted 30% of your time to
building a great service and
70% of your time shouting
about it. In the new world,
that inverts.”
Jeff Bezos, Founder &
CEO

3. “I’m going to steal your
data, your customer
and rule the world.”
Allegedly Attributed to
Jeff Bezos, Founder & CEO

4. 3 Fears of Amazon
July 20, 2017
New York, NY
1
Amazon will steal my customer’s data and
remarket accordingly

5. Has Macy’s ever shared their
customer data with you?

6. 3 Fears of Amazon
July 20, 2017
New York, NY
1
Amazon will steal my customer’s data and
remarket accordingly
2
Amazon will develop a private label with
my product sales data

7. Yes. They will. Private label is a
necessary evil of retail and will
always have a place.

8. Private Label: A Necessary Evil
July 20, 2017
New York, NY
Customers of all ages desire
a private label offering
Retailers desire private
labels due to higher margins
Private label penetration
varies by industry with a
range of 15-20%
19.8%
16.7%
11.3%
19.2% 18.7%
Department
Stores
Drug Chains Electronics Supermarkets Warehouses

9. 3 Fears of Amazon
July 20, 2017
New York, NY
1
Amazon will steal my customer’s data and
will remarket accordingly
2
Amazon will develop a private label with
my product sales data
3
Amazon will destroy the pricing integrity of
my brand

10. Yes. However, the right precautions
and model should be used.

11. 4 Models of Amazon
1
2
3
BRAND
BRAND
BRAND
BRAND
Amazon Retail
3rd Party: Amazon
Fulfillment
3rd Party: Merchant
Fulfillment
4
3rd Party: Merchant
Filled Prime
BRAND
BRAND
Purchase
Order

12. Advantages of Each Model
July 20, 2017
New York, NY
Service
Fee
Structure Inclusion
Pricing Inventory Marketing
Search
Results
Retail
Co-op, damages,
freight (10-17%)
3rd Party:
Amazon
Fulfillment
15% Success
Fee
Pick, Pack and
Weight Fee
3rd Party:
Merchant
Fulfillment
12%-20% of Sale
Price
3rd Party:
Merchant Filled
Prime
12%-20% of Sale
Price
Fulfillment Cost
(guaranteed 2nd
Day)

13. Which Model is Right for You?
July 20, 2017
New York, NY
Startup &
Small
Medium &
Large
High End
Small
1
2
3
4
Size of Business Rationale
Amazon Retail
 Long Payment Terms
 Order Size
 Level of Control
 72 Hour SLAs
3rd Party: Amazon
Fulfillment
 Bi-weekly/Weekly Payment Terms
 Self Driven Orders
 No SLAs
3rd Party: Merchant
Fulfillment
 Distribution Requirement
 24 Hour SLAs
 Inventory Control
3rd Party: Merchant
Fulfilled Prime
 Distribution Requirement
 24 Hour SLAs
 Inventory Control

14. Which Model is Right for You?
July 20, 2017
New York, NY
Startup &
Small
Medium &
Large
High End
Small
1
2
3
4
Size of Business Rationale
Amazon Retail
 Long Payment Terms
 Order Size
 Level of Control
 72 Hour SLAs
3rd Party: Amazon
Fulfillment
 Bi-weekly/Weekly Payment Terms
 Self Driven Orders
 No SLAs
3rd Party: Merchant
Fulfillment
 Distribution Requirement
 24 Hour SLAs
 Inventory Control
3rd Party: Merchant
Fulfilled Prime
 Distribution Requirement
 24 Hour SLAs
 Inventory Control

15. How Can I Ensure Success?
July 20, 2017
New York, NY
Build Strong
Listing
Enable Prime
Customer
Generate
Favorable
Reviews
Ensure
Availability
Utilize
Marketing
Refine, Refine,
Refine

16. Thank you.
July 20, 2017
New York, NY
@ryanmcraver ryan@commercecanal.com ryanmcraver.com