The document discusses Amazon's leadership principles and marketing strategies. It provides details on how to hire and develop the best employees, deliver results, think big, and bias for action. Marketing tactics described include video ads, sponsored ads, retargeting, display ads, sponsorships, and leveraging Amazon devices and targeting capabilities. The goal is to drive awareness, consideration, purchase, loyalty and achieve full funnel marketing goals.

1. Amazon
Leadership
Principles
Ein kleiner Blick hinter die Kulissen

2. Hire and Develop the Best
Die besten Mitarbeiter einstellen und weiterentwickeln

3. Frage: Hatten Sie schon mal schwierige
Entscheidungen treffen müssen?
- Was für ein Fall konkret?
- Was war meine Aufgabe dabei?
- Welche Optionen standen zur Verfügung?
- Welche Option habe ich gewählt und warum?
- Welche Resultate hat es gebracht?
- Was habe ich dabei gelernt?
Principle: Have Backbone, Disagree &
Commit - Uneinigkeit klar
kommunizieren und dennoch
gemeinsame Entscheidungen
unterstützen

4. To-Do Liste mit Aufgaben
für die nächsten 3 Monate
L E A R N & B E C U R I O S : N E U G I R I E G B L E I B E N & S T E T I G N E U E S
L E R N E N

5. Stand & Deliver
D I V E D E E P - D I N G E N A U F D E N G R U N D G E H E N

6. 1924

7. Medienkonsum
R E A L L I F E
TVC FRAMED TVC
Awareness
Product
Consideration
Purchase
Budget OwnerDecision-maker

9. What is Black Hat Coffee?
Awareness
Which coffee/espresso
beans do I want?
Consideration
Which Black Hat beans are
right for me?
Purchase
Upsell/Cross-sell Black Hat
Coffee customers for coffee
glasses
Loyalty
Reach & Frequency,
Viewability, 3rd Party
Brand Studies
Page Views
Purchase & Return
on Spend
Sales, CPP
Full Funnel Marketing Approach for Black Hat Coffee
Stage
Success Metrics
Goal
Tactics
• VideoAds
• Driving traffic to
Amazon Stores
• Sponsored Ads
• Sponsored Brands
• ASIN Retargeting
• Product DisplayAds
• DisplayAds targeted to
those browsed and
purchased a Black Hat
Coffee beans in last 90
days
• FireTV
• FireTablet
• IMDb Sponsorships
• Link OutCampaigns

10. YOUR TITLE HERE
Cover the basics
T O D O :
Always On
Search
- Brand Store
- Sponsored Products
- Sponsored Brands
Always On
Remarketing
- Promoted Products
- Brand Halo Page Views
- Similarities Page Views
Pixel on the
Website
- - Generating Custom
Shopper Profiles
- Lookalike Audiences
- Retargeting

11. Amazon Devices
A C H I E V E M E N T O F F U L L F U N N E L G O A L S
Fire-Tablet Fire-TV Amazon-DSP

12. Fire Tablet
Bring branding & consideration to the wake screen on the tablet of your
audience
• Unique Storytelling Formats on Wake Screen
• FireTablet is part of Amazon eco system
• 100% Share ofVoice Placements are possible
• 16 X stronger CTR as in comparable Display advertising

13. Fire TV
Bring branding to the biggest screen in the house
• Unique Advertising Formats
• Strong Purchase Behavior Audience
• 1 Party Data forTargeting
• Pixel Integration is possible

14. Amazon DSP
Let your target audience convince programmatically with the Amazon DSP
£
• Programmatically engage audiences
based on exclusive, real-time 1P data
• Target audiences on and off Amazon— across sites, apps and
devices
• Use dynamic CPM pricing across comprehensive + unique supply
• Rely on brand safeguards
and cost transparency
• Gain audience insights + performance analytics to optimize
campaign performance

15. Amazon DSP
Campaing Landingpages
• Use templated pages to
showcase your products with a
pre-defined layout.
• Fully customized Campaign
Landing Pages
• Use standard components to
build a unique landing page for
your campaign objectives.
Templated Tailored Custom

16. New Touchpoints
TargetedSampling
In-Store Activations
Video in Search
Samples delivered to the right Amazon shoppers as part of holistic campaigns
• Precision Targeting based on first-party Amazon data ensures that samples are reaching a brand’s primary audience
• Keeps brand top of mind after sample is receiving by re-engaging recipients
• Robust measurement inkling 3rd party studies measuring trial, satisfaction, and intent to purchase, and Amazon metrics
sales and New to brand
• Locale: US, DE
Create effective in-person experiences leveraging Amazon’s offline touchpoints
• Placements in Amazon Books and Amazon popup to help shoppers discover and experience products offline
• Locale: US, CA, UK, DE, FR, IT, ES, JP
Immersive, relevant, easy and controlled video ads on Amazon search results
• Videos that describe your products in your brand voice
• Engage customers shopping in your category at the point of sale
• Use existing product feature videos and pay on a cost-per-view basis
• Brand safe placements in the Amazon Shopping app
• Locale: US (Beta)
Innovation

17. Amazon Targeting
A C H I E V E M E N T O F F U L L F U N N E L G O A L S
Advertiser Audiences Lookalike AudiencesAmazon 1P Audiences
Behavioral DemographicContextual
 In-Market
 Lifestyle
Segments based on
historical search, browsing
and purchase history
Segments based on the
detail page a consumer
is actively viewing
 Product category
Segments to reach a
specific audience type
 Age/ Gender
 Location
 Income level
 Time of day
 Browser
Advertiser Audiences=
Calculated
from…
 Customer List
 DMP Integration
 Retargeting Pixel
 ASIN Retargeting
 1P Data
 Advertiser
Audiences
(List, DMP, Pixel)
Custom segments
created uniquely for
an advertiser

18. M O R E O N C O N T E X T U A L T A R G E T I N G
Contextual: based on the ASIN on
the page
Behavioral: based on who your are and your
browsing history

19. M O R E O N C O N T E X T U A L T A R G E T I N G
Where is the contextual
inventory?Homepage ThankYou Page
Search Detail Read All Reviews

20. Deliver Results
Leader richten ihr Augenmerk auf die wichtigsten Einflussfaktoren
für ihren Geschäftsbereich und liefern Ergebnisse in der richtigen
Qualität und unter Einhaltung aller Fristen ab. Auch wenn sie
Rückschläge hinnehmen müssen, stellen sie sich der
Herausforderung und geben niemals auf.