Are you all caught up on the Amazon changes 2019 saw? Amazon made big moves in 2019 with major changes on Amazon Advertising and the emergence of Inventory Performance Index. Brands that want to win in an Amazon-dominated landscape need to understand the way that these changes on Amazon operates. We’ll cover updates made to Ad Console and DSP and why smart inventory management is more important now than ever before. Hear from our expert speaker as we unpack the changes made to the platform in 2019 so that your brand can apply these changes to inform your 2020 strategy to drive real growth in today’s competitive marketplace.

2. ●
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Persephanie Arellano
Webinar Coordinator

3. Marketers
who want to tie 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 performance marketing agency

5. A platform that helps 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 Erik Simon

7. 2.
7.

8. Poll Question
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10. [Updates]
Updates for Sponsored Products Product Targeting

11. Updates for Sponsored Products Product Targeting
•
•
•
• [New]
• [New]

12. •
•
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Strategic ASIN Harvesting with Sponsored Products

14. •
•
•
•
•
Strategic ASIN Harvesting with Sponsored Products

15. •
•
Strategic ASIN Harvesting with Sponsored Products

17. ASIN Optimized Sponsored Brands

18. ASIN Optimized Sponsored Brands

19. Delight your customers with ASIN optimized Sponsored Brands driving to a Store

20. Delight your customers with ASIN optimized Sponsored Brands driving to a Store

21. Delight your customers with ASIN optimized Sponsored Brands driving to a Store

23. Sponsored Display Beta

24. Sponsored Display Beta

26. Amazon Brand Analytics
•
•
•
•

27. Key Takeaways
ADOPTION
INVESTMENT
OPTIMIZATION

28. Copyright 2017 - Q4 Amazon Virtual Summit
How to create new ASINs without
acquiring any new products in 2020

29. In 2018 Solid Commerce 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 from Amazon: 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 Presentation in 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 be great 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 Helps You 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 to Virtual 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 Virtual Kit & 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 what you don’t have)

43. Common Problem: To Sell 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 Shipping Challenges
• 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 Without Automation is Not Scalable
Inventory Levels
Orders
Tracking
2 Suppliers = 6
Connections with
Amazon Store
Suppliers Store Connections
Inventory Levels
Orders
Tracking

46. Automated Drop Shipping is 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 Drop Shipping 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: Grow Revenues 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

49. erik.s@solidcommerce.com
solidcommerce.com/amazon-growth

51. Pat Petriello Erik Simon

53. 1. December 12:
2. December 17 & 18
tinuiti.com/content/

54. December 17th Agenda
tinuiti.com/content/
December 18th Agenda