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1
Succeeding on Amazon and eBay
as Search Engines
October 2013
2
Ensures the world’s leading retailers are visible, competitive, and profitable
wherever consumers shop online.
Mercent: ...
3
Amazon is a search engine
As of July 2012:
• 30 percent of online buyers use Amazon to research first
• Google attracted...
4
ASINs and Catalog
Amazon standard identification number (ASIN)is the atomic unit of Amazon
Suppliers
Retailers
Amazon
ed...
5
[ ?]Product detail page
ASINscome to life on Product detail pages
6
Offer listingpage (OLP)
Multiple seller offers compete on the OLP [ ?]
7
Winningthe buy box
Factors for winning the Buy Box
Product price
Shipping price
Fulfillment
Sellerstanding and eligibili...
8
Sell on Amazon or not?
Sell on Amazon Advertise on Amazon
• Sale transacted in Amazon’s
cart
• Sale referred to and
tran...
9
“8 person tents” on Google
10
Search results page (all)
Structured data, organic listings + Sponsored Ads + Sponsored Links
11
Search results page (department)
Structured data, organic listings + Sponsored Ads + Sponsored Links + Product Ads
12
Product detail page
Content drives relevance,more paid ad opportunities
13
eBay – Search results page
14
eBay – Product page
15
eBay product page – Top and Bottom
16
Levers to improve search rank and sales
Content
– Improve and submit betterand more content
Rating
– Improve seller rat...
17
1. Submit or correct product data to improve search rank
Images: sendmore,resolve broken
Resolve ASINmatching errors
In...
18
2. Add and improving product data to drive glance views and
sales
Working on this slide
For a household goods retailer,...
19
3. Use Sponsored Ads to drive traffic and jump-start new
Accounts and products
For a new seller on Amazon in a highly
c...
20
Getting started with Sponsored Ads
• Like Google PLA but with a keyword layer
• Refers clicks to Amazon product detail ...
21
4. Dynamically reprice aggressively
Started dynamic
repricing with Mercent
Across many retailers, using dynamic
pricing...
22
5. Leverage Product Ads for efficient traffic and sales to your
website
Amazon Product Ads (APA) is typically
best perf...
23
Getting started with Product Ads
• Like Comparison Shopping Engine/network
• Refers clicks to retailer website (off Ama...
24
6. Use Daily Deals, Best Deals, LightningDeals, Gold Box
For many clients, Daily Deals are the
single biggest way to dr...
25
7. Leverage promotions
Site Placement
TargetedEmails
Exclusivity –Site Manager
Pinterest
Seller CentralManage Promotion...
26
Concluding thoughts
Bethere
– Sell + SponsoredAds + Daily Deals
– Or,Don’tsell but do ProductAds
Always improve product...
27
Thank you!
Questions?
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Succeeding on Amazon & ebay as Search Engines by Frank Kochenash

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Succeeding on Amazon & ebay as Search Engines by Frank Kochenash

  1. 1. 1 Succeeding on Amazon and eBay as Search Engines October 2013
  2. 2. 2 Ensures the world’s leading retailers are visible, competitive, and profitable wherever consumers shop online. Mercent: technology and services for retailers
  3. 3. 3 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” • In 2001 Amazon accounted for 9% of US eCommerce sales • In 2011 Amazon accounted for 19% of US eCommerce sales • Amazon US growth rates have consistently been in the 20%+ annually Source: Forrester Research quoted at: http://venturebeat.com/2012/07/26/amazon-online-shoppers-research/#14o1oVRyubfHzthx.99
  4. 4. 4 ASINs and Catalog Amazon standard identification number (ASIN)is the atomic unit of Amazon Suppliers Retailers Amazon editors ASIN Catalog Product data [ ]
  5. 5. 5 [ ?]Product detail page ASINscome to life on Product detail pages
  6. 6. 6 Offer listingpage (OLP) Multiple seller offers compete on the OLP [ ?]
  7. 7. 7 Winningthe buy box Factors for winning the Buy Box Product price Shipping price Fulfillment Sellerstanding and eligibility (featured merchant)
  8. 8. 8 Sell on 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 “8 person tents” on Google
  10. 10. 10 Search results page (all) Structured data, organic listings + Sponsored Ads + Sponsored Links
  11. 11. 11 Search results page (department) Structured data, organic listings + Sponsored Ads + Sponsored Links + Product Ads
  12. 12. 12 Product detail page Content drives relevance,more paid ad opportunities
  13. 13. 13 eBay – Search results page
  14. 14. 14 eBay – Product page
  15. 15. 15 eBay product page – Top and Bottom
  16. 16. 16 Levers to improve search rank and sales Content – Improve and submit betterand more content Rating – Improve seller ratings (if you’reselling) – Monitor feedback(if you’reselling) Price – Dynamically repriceaggressively Advertising – Sponsoredads(Amazon only) – Productads(Amazon only)
  17. 17. 17 1. Submit or correct product data to improve search rank Images: sendmore,resolve broken Resolve ASINmatching errors Include Featured Bullets Adddescriptions, shortand long Include MSRPvs.SalePrice Include search keywords – Cross-populatefromPLAand SEM IncludeUPCandMPN Addbrandtotitles Classify properly Removenon-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. 18 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. 19 3. Use Sponsored Ads to drive traffic and jump-start new 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. 20 Getting started with Sponsored Ads • Like Google PLA but with a keyword layer • Refers clicks to Amazon product detail page with advertiser’s offer
  21. 21. 21 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. 22 5. Leverage Product Ads for efficient traffic and sales to your website Amazon Product Ads (APA) is typically best performing Shopping feed channel after Google Many retailer complement Marketplace with APA
  23. 23. 23 Getting started with Product Ads • Like Comparison Shopping Engine/network • Refers clicks to retailer website (off Amazon)
  24. 24. 24 6. Use Daily Deals, 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. 25 7. Leverage promotions Site Placement TargetedEmails Exclusivity –Site Manager Pinterest Seller CentralManage Promotions Best Deals Lightening Deals
  26. 26. 26 Concluding thoughts Bethere – Sell + SponsoredAds + Daily Deals – Or,Don’tsell but do ProductAds Always improve productdata,butespecially when you arethe only seller/advertiser Use SponsoredAds toaccelerate new storesand new products Beware ofgrey hat tactics (as always)
  27. 27. 27 Thank you! Questions?

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