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2019 Amazon Recap: Ad Console & Operational Updates to Apply in 2020
The document discusses strategies for marketers to enhance their Amazon presence through performance marketing with a focus on Tinuiti, which has achieved significant growth and offers effective ecommerce solutions. It highlights the challenges faced by FBA sellers, including stricter inventory performance metrics and the halt on new Seller Fulfilled Prime applications, while recommending virtual kits and dropshipping as methods to adapt. Additionally, it emphasizes the importance of automated dropshipping to improve sales and manage inventory efficiently.
2019 Amazon Recap: Ad Console & Operational Updates to Apply in 2020
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- 3. Marketers who want totie their Amazon presences to traditional performance marketing channels should consider Tinuiti. Tinuiti has one of the strongest eCommerce offerings in this evaluation... Clients applaud Tinuiti's growth over the last two years, from channel-specific executor to a more cross-channel partner. “ ” The Forrester Wave™: Performance Marketing Agencies, Q3 2019 Download the Report: tinuiti.com/wave2019
- 4. leading independent performancemarketing agency
- 5. A platform thathelps eCommerce merchants manage inventory, listings, shipping & more on Amazon & 20+ other marketplaces. About Solid Commerce Listing Tools Inventory Management Content Management Automatic Pricing & Repricing Orders & Shipping Management Dropship Management ● 1st group of integrators to support Seller Fulfilled Prime ● 1st group invited by Amazon to Seller Central App Store ● Member of Amazon’s Marketplace Developer Council ● Full ability to sync FBA with non FBA Warehouses
- 6. Pat Petriello ErikSimon
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- 10. [Updates] Updates for SponsoredProducts Product Targeting
- 11. Updates for SponsoredProducts Product Targeting • • • • [New] • [New]
- 12. • • • • Strategic ASIN Harvestingwith Sponsored Products
- 14. • • • • • Strategic ASIN Harvestingwith Sponsored Products
- 15. • • Strategic ASIN Harvestingwith Sponsored Products
- 17. ASIN Optimized SponsoredBrands
- 18. ASIN Optimized SponsoredBrands
- 19. Delight your customerswith ASIN optimized Sponsored Brands driving to a Store
- 20. Delight your customerswith ASIN optimized Sponsored Brands driving to a Store
- 21. Delight your customerswith ASIN optimized Sponsored Brands driving to a Store
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- 28. Copyright 2017 -Q4 Amazon Virtual Summit How to create new ASINs without acquiring any new products in 2020
- 29. In 2018 SolidCommerce managed Packages Shipped Over 31 million Inventory Managed Over $50 billion Retailers, Brands & Manufacturers Over 700 Gross Merchandise Volume Over $1 billion SKUs Managed Over 45 million
- 30. Operational challenges fromAmazon: 2019 - 2020 • For FBA sellers: Amazon’s Inventory Performance Index has become much more strict. (Some sellers are being told their numbers must be above 400 or they cannot ship more inventory to FBA) • For sellers who self-fulfill: No more Seller Fulfilled Prime (SFP) applications are being approved until further notice. In short, both use of FBA & self-warehousing have become more challenging.
- 31. The Whole Presentationin 1 Line Dropshipping & virtual kitting are effective ways of responding to Amazon’s stricter policies in 2020
- 32. Virtual Kits &Bundles (Creating More From Less)
- 33. Wouldn’t it begreat if 2 SKUs Created 4 ASINs? SKU 1 SKU 2
- 34. They Can: 1+ 1 = 4 ASIN 1 ASIN 2 ASIN 4 ASIN 3
- 35. Virtual Kits &Bundles - Explained • Product combinations are created only in software • Products are stored individually • Products are combined into kits & bundles at time of sale & shipment • Amazon launched a limited beta for FBA sellers in 2019. Expect to expand this in 2020
- 36. Virtual Kits &Bundles Can Create New “Inventory” ASIN 1 ASIN 2 ASIN 4 ASIN 3
- 37. Virtual kits &bundles = ASIN Alchemy Unlike Alchemy, virtual kits & bundles really creates “ASIN Gold”
- 38. ASIN Alchemy HelpsYou Sell More • With virtual kits & bundles, 2 SKUs = 4,5,6 or more ASINs • More ASINs = More Search results from limited product set • Occupying more search results = more sales
- 39. 2 Steps toVirtual Kiting: Creation & Maintenance Creation: • You tell inventory software how many individual units you have • You tell the inventory software how you want to configure kits & bundles • Inventory software tells you how many combinations are available based on these parameters
- 40. Example of VirtualKit & Bundle Creation 100 Baseballs in stock 75 Bats in stock Inventory software tells me 33 Multipacks – Unique ASIN 75 kits – Unique ASIN
- 41. Step 2 =Inventory Count Maintenance Maintenance: • Because these are virtual & not physical bundles, you are still selling individual units (i.e. individual bats & baseballs) • Sales of individual units alter number of your virtual bundles • Robust inventory software is absolutely required to maintain real-time count of available virtual kits & bundles
- 42. Dropship Automation (Selling whatyou don’t have)
- 43. Common Problem: ToSell What You Don’t Have • Drop shipping Solves the age-old problem of how to sell products without investing in inventory But…. • Drop shipping creates a new problem when selling on Amazon
- 44. Main Drop ShippingChallenges • Updating quantities for multiple ASINs • Maintaining Profit margins for fluctuating costs • Sending orders to suppliers in real-time • Retrieving tracking numbers from drop shippers and returning these to Amazon in real-time.
- 45. Drop Shipping WithoutAutomation is Not Scalable Inventory Levels Orders Tracking 2 Suppliers = 6 Connections with Amazon Store Suppliers Store Connections Inventory Levels Orders Tracking
- 46. Automated Drop Shippingis Highly Scalable Inventory Software Inventory Levels Orders Tracking Suppliers Inventory Levels Order Tracking 2 Suppliers = 1 Connection with Amazon Store Store Connections
- 47. Summary: Automated DropShipping Grows Sales • Speeds inventory quantities • Automatically updates profit margins for fluctuating cost of goods • Automates return of tracking information to maintain seller ratings • Is an inventory multiplier for your Amazon store
- 48. Quick Recap: GrowRevenues by generating more search results without more products 1. Use virtual kits & bundles to create more ASINs and therefore more listings from limited inventory set 2. Grow product catalog via dropship automation
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- 51. Pat Petriello ErikSimon
- 53. 1. December 12: 2.December 17 & 18 tinuiti.com/content/
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