How to Succeed as Retailers on Amazon and eBay


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Smx West 2014 Session #Smx #33D - Maximizing Sales Through Amazon & Ebay Presentation How To Succeed As Retailers On Amazon And Ebay By Frank Kochenash Of Mercent

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How to Succeed as Retailers on Amazon and eBay

  1. 1. 1 #SMX #Mercent Succeeding on Amazon and eBay as Search Engines March 2014
  2. 2. 2 #SMX #Mercent Mercent: Retail focused technology Catalog Inventory Price Dynamic Optimization: Assortment Content Bids Price Paid Search PLA Marketplaces CSE Local Other Retailer
  3. 3. 3 #SMX #Mercent Amazon is a search engine As of July 2012: • 30 percent of online buyers use Amazon to research first • Google attracted 13 percent “Amazon is the first stop on the shopping journey for more and more shoppers; in recent years, it appears to have taken market share from search engines like Google, the dominant incumbent in shopping research” Source: Forrester Research quoted at:
  4. 4. 4 #SMX #Mercent ASINs and Catalog Amazonstandard identification number(ASIN) is the atomic unit of Amazon Suppliers Retailers Amazon editors ASIN Catalog Product data [ ]
  5. 5. 5 #SMX #Mercent [ ?]Product detail page ASINscome to lifeon Product detail pages
  6. 6. 6 #SMX #Mercent Offer listingpage (OLP) Multiple seller offers compete on the OLP [ ?]
  7. 7. 7 #SMX #Mercent Winningthe buybox Factors for winning the BuyBox Product price Shipping price Fulfillment Seller standing and eligibility (featured merchant)
  8. 8. 8 #SMX #Mercent Sellon Amazon or not? Sell on Amazon Advertise on Amazon • Sale transacted in Amazon’s cart • Sale referred to and transacted on retailer site • Amazon “owns” customer • Retailer “owns” customer • CPA • CPC • Greater total sales opportunity
  9. 9. 9 #SMX #Mercent “8 person tents”on Google
  10. 10. 11 #SMX #Mercent Search results page (department) Structureddata, organic listings + Sponsored Ads + Sponsored Links+ Product Ads
  11. 11. 12 #SMX #Mercent Product detail page Content drives relevance,more paid ad opportunities
  12. 12. 13 #SMX #Mercent Amazon Product Ads winningthe buybox
  13. 13. 14 #SMX #Mercent eBay – Search results page
  14. 14. 15 #SMX #Mercent eBay – Product page
  15. 15. 16 #SMX #Mercent eBay product page – Top and Bottom
  16. 16. 17 #SMX #Mercent Levers to improve search rank and sales Content – Improveandsubmitbetterandmorecontent Rating – Improveseller ratings(if you’reselling) – Monitorfeedback(if you’reselling) Price – Dynamicallyrepriceaggressively Advertising – Sponsoredads(Amazononly) – Productads(Amazononly)
  17. 17. 18 #SMX #Mercent 1. Submitor correct product data to improve search rank Images: send more, resolve broken Resolve ASIN matching errors Include Featured Bullets Adddescriptions, short andlong Include MSRPvs. SalePrice Include search keywords – Cross-populate fromPLA andSEM Include UPCandMPN Addbrandtotitles Classify properly Remove non-white backgrounds Resolve matching errors Think about revenue per sku (RPS) – every error resolved increases total revenue by RPS on average One established retailer demonstrates payback on error resolution within 2 months
  18. 18. 19 #SMX #Mercent 2. Add and improving product data to drive glance views and sales Working on this slide For a household goods retailer, adding feature bullets and descriptions increased daily sales 47%
  19. 19. 20 #SMX #Mercent 3. Use Sponsored Products to drive traffic and jump-startnew Accounts and products For a new seller on Amazon in a highly competitive category, using Sponsored enabled them to achieve Best Sellers status within 2 months of launch.
  20. 20. 21 #SMX #Mercent Gettingstarted withSponsored Ads • Like Google PLA but with a keyword layer • Refers clicks to Amazon product detail page with advertiser’s offer
  21. 21. 22 #SMX #Mercent 4. Dynamically reprice aggressively Started dynamic repricing with Mercent Across many retailers, using dynamic pricing in an aggressive way allows goals to be achieved (usually increase in sales and gross profit)
  22. 22. 23 #SMX #Mercent 5. Leverage Product Ads for efficienttraffic and sales to your website Amazon Product Ads (APA) is typically best performing Shopping feed channel after Google Many retailers complement Marketplace with APA
  23. 23. 24 #SMX #Mercent Gettingstarted withProduct Ads • Like Comparison Shopping Engine/network • Refers clicks to retailer website (off Amazon)
  24. 24. 25 #SMX #Mercent 6. Use DailyDeals, Best Deals, LightningDeals, Gold Box For many clients, Daily Deals are the single biggest way to drive sales and improve rating on eBay
  25. 25. 26 #SMX #Mercent 7. Leverage promotions Site Placement Targeted Emails Exclusivity –Site Manager Pinterest Seller Central Manage Promotions Best Deals Lightening Deals
  26. 26. 27 #SMX #Mercent Concludingthoughts Bethere – Sell + SponsoredAds +DailyDeals – Or,Don’tsell butdoProductAds Alwaysimproveproductdata,butespecially whenyouaretheonlyseller/advertiser UseSponsoredAdstoacceleratenew storesandnew products Bewareofgrey hattactics(asalways)
  27. 27. 28 #SMX #Mercent Thank you! Questions?