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Amazon Virtual Summit - Preparing for Q4

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The Amazon Virtual Summit is a bi-annual summit which covers hot topics on Amazon. The 2016 Fall Summit covered topics around preparing your Amazon business for 4th Quarter sales. The Virtual Summit is hosted by Seller Labs, Feedvisor and CPC Strategies.

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Amazon Virtual Summit - Preparing for Q4

  1. 1. The 2016 Q4 Amazon Virtual Summit
  2. 2. Q4 Summit Layout Day 1 Preparing Your Product Listings For Q4 Success Day 2 Lucrative Q4 Sponsored Product Strategies Day 3 Creating a Winning Q4 Game Plan
  3. 3. Event Logistics • Submit Questions In the Chat Box to the Right • Session Recording Will Be Sent 8/12/16 • More Resources In the Handouts Section to the Right • Poll Questions Throughout Presentation Q4 Summit Event Coordinator Nick Cotter Marketing Operations Coordinator
  4. 4. Amazon Q4 Success
  5. 5. Jeff Cohen 14+ Years Experience in e-Commerce Former Founder and GM of Textbooks.com Executive Team Member of Seller Labs
  6. 6. Born From Amazon Sellers • Over 10,000 Amazon Sellers • Managed over 3B Amazon Sales • Process 100K Customer Orders / Month
  7. 7. Why Q4 Matters
  8. 8. 2015 Record Setting • Shipped to 185 Countries • Signed up 3M Prime Subscribers 3rd Week of December • Record Number of Units Shipped w/Over 200M Shipped Prime • 70% of Customers Shopped using a Mobile Device
  9. 9. 2016 Predictions • Retail sales will continue to slow • Internet sales will continue to increase • Mobile transactions will Increase • What’s hot? What’s Not!
  10. 10. Prime Matters
  11. 11. Prime Drives Sales
  12. 12. Prime Members Are Wealthy
  13. 13. Trend Is Your Friends • 2015 Sales Performance • What is Your Holiday Budget? • What is Your Lead Time? • Competition
  14. 14. How to Prepare for Success
  15. 15. Clean Up In September • Use Promotion System to Reduce Inventory and Increase Cash Flow • Discover Slow Moving Inventory and Liquidate • Start Your Clean Up Early
  16. 16. Write Down Key Dates Ship Inventory for Thanksgiving - November 14 Cyber Monday - November 28 Last Delivery Date to Warehouse - Dec 7 Last Day for Prime - Dec 21
  17. 17. Manage Your Inventory “To avoid potential capacity constraints during the 2016 holiday season, we are accelerating the expansion of our fulfillment capacity. Additionally, we are changing our FBA fee structure to encourage all sellers to send in and store products in November and December that are likely to sell by the end of 2016. To give you time to plan for these changes, they will begin to take effect on October 1, 2016.”
  18. 18. Important Dates Removal fee waived until August 14, 2016 Monthly storage fee adjustments take effect October 1, 2016. Box content information will be required beginning November 1, 2016. Reduced weight handling fees will be in effect November 1, 2016, through December 31, 2016.
  19. 19. Free Removal Promotion Removal orders placed between August 4 - 14 will not be charged a fee. Remove inventory before they are subject to long term storage fees on August 15 Tools in Seller Central - Inventory Planning Dashboard https://sellercentral.amazon.com/inventoryplanning/dashboard
  20. 20. Monthly Storage Fees
  21. 21. Manage Storage Fees • Know Your Sell Through Rates • Estimate From Last Year’s Holiday Period • What is Your Current Growth Rate? • Is Your Product Something Gift- able? • Remove Slower Moving Items
  22. 22. Reduced Weight Fee
  23. 23. You Could Possibly Save
  24. 24. Box Content Information • Effective November 1 • Must Provide Box Content for Each Box Set • Failure to Supply will Result in a Fee • New Tools Coming in September…Keep A Look Out
  25. 25. Optimize Your Listings
  26. 26. What Amazon Says About Search https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471 Search is the primary method customers use to locate products. Views for a product detail page can increase significantly by adding just one additional search term. Price, availability, selection and sales history help determine where products appear in search results. Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.
  27. 27. Direct Influence • Title • Keywords • Bullets • Images • Price • Fulfillment • Description • Inventory Levels
  28. 28. Tools to Optimize Your Listing • Scope • Sponsored Ad • Merchant Words • Competitors
  29. 29. Photos Matter! “Great photos are likely to help you sell products online, yet few sellers put the time and effort into making their photos spectacular” (1) http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images
  30. 30. Sixty percent of those who responded said photos were a major impact in the buying decision, with 25% saying it made an impact.
  31. 31. Indirect Influence Buyer Intent Sales Reviews
  32. 32. To rank in search I need sales To get sales I need to rank in search?
  33. 33. Amazon Sponsored Product Ads
  34. 34. Why Reviews Are Important Social Proof Amazon Proof Trust Reputation
  35. 35. Increase Organic Reviews Send a message right when the order is delivered Automate the process to reduce work. Message buyers who leave positive feedback and ask them for reviews.
  36. 36. Generate Reviews
  37. 37. Trust - Do You Trust Reviews? ACCORDING TO A NIELSEN STUDY, 92% OF CONSUMERS TRUST PEER REVIEWS AND WORD OF MOUTH OVER ANY TYPE OF ADVERTISING. http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
  38. 38. Amazon Reviews
  39. 39. Genuine Opinions
  40. 40. Questions?
  41. 41. Want More? Want More Information? www.Sellerlabs.com

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