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AMAZON STRATEGIES
New York City | Wednesday, January 29th 2020
DIGIDAY, GLOSSY, and ModernRetail
Amanda Stone
Senior Manager, Amazon Partnership | 23andMe
Amazon Strategies January 2019 | 23andme
Build trusted relationships with the
right audiences
Global Prime members2
100M+
US monthly unique visitors1
202M of individual shopper
journeys & behaviors used as
a foundation
Billions
Amazon Confidential | Sources: 1. ComScore, June 2018; 2. Amazon 2017 shareholder letter; 3. Harris Poll reputation quotient poll
Of Amazon customers use Amazon to
discover new products or brands.
Source: CPC	Strategy	and	Survata,	"The	2018	Amazon	Shopper	Behavior	Study"	- US,	Feb.	2018
80%
The opportunity
New brands are being discovered on Amazon every day.
Customer Reviews
Shopping E-Commerce
Smartphone / Mobile
Streaming Audio
Social Sharing / Advocacy
Streaming Video
Studios / Video
Voice Services / Echo
Customers come to Amazon for more than just shopping
More than 300 million active customer accounts worldwide
Customers interact with Amazon in a wide variety of ways
Strategic
Brand
Alignment
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon’s tenant of Selection is an important SEO and
brand shopping driver.
While your brand experience should be cohesive across all
customer touchpoints, the right Amazon focus and
assortment may differ from your other retail partners.
Fully exhaust all of Amazon’s free merchandising such as
twisters and newer model widgets. Closely manage any
paid support after this.
Key Takeaways
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Sellers are critical to Amazon. If you’re in a desired category
or region, identify a strategic account manager to align on
mutual goals that work for you.
Leverage Amazon’s logistics network in order to go beyond
your own physical brand reach without the upfront
investment.
Create best in class content, identify best practices, and be
prepared to optimize regularly.
Key Takeaways
Amazon Strategies January 2019 | 23andme
3Copyright © 2019 23andMe, Inc.
Our mission is to help people
access, understand and benefit
from the human genome.
Company highlights
5
FDA
authorized
direct-to-consumer genetic
health risk reports
Only company with
130
published
research
papers
+
survey
questions
answered
2B+ Best Places
to Work
2019 Glassdoor
kits sold
10M
consumers
participate in
research
80%~
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Strategies January 2019 | 23andme
Amazon Live : ~1:43:40
Home Holiday Gift Guide
Amazon Strategies January 2019 | 23andme
Approach marquee days creatively. Stretch your dollars and
avoiding head-to-head overspending.
Foster relationships with multiple Amazon teams directly for
enhanced opportunities.
Be a good partner.
Key Takeaways
• Amazon’s platform allows for complete control and ownership of
your daily business and brand identity
• Ask: Have I maximized all of the free and basic tools available to
me in order to feed the flywheel?
• Amazon’s testing of many verticals keeps them looking for
strategic brand partners
• Ask: Is Amazon innovating somewhere I am an expert and/or can
benefit from?
• Amazon’s diversity is your opportunity
• Ask: What are my goals and where am I empowered by this
platform for realize them?
AMANDA STONE | (310) 291 – 3111
acstone418@gmail.com | linkedin.com/in/amandacstone

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Amazon Strategies January 2019 | 23andme

  • 1. AMAZON STRATEGIES New York City | Wednesday, January 29th 2020 DIGIDAY, GLOSSY, and ModernRetail Amanda Stone Senior Manager, Amazon Partnership | 23andMe
  • 3. Build trusted relationships with the right audiences Global Prime members2 100M+ US monthly unique visitors1 202M of individual shopper journeys & behaviors used as a foundation Billions Amazon Confidential | Sources: 1. ComScore, June 2018; 2. Amazon 2017 shareholder letter; 3. Harris Poll reputation quotient poll
  • 4. Of Amazon customers use Amazon to discover new products or brands. Source: CPC Strategy and Survata, "The 2018 Amazon Shopper Behavior Study" - US, Feb. 2018 80% The opportunity New brands are being discovered on Amazon every day.
  • 5. Customer Reviews Shopping E-Commerce Smartphone / Mobile Streaming Audio Social Sharing / Advocacy Streaming Video Studios / Video Voice Services / Echo Customers come to Amazon for more than just shopping More than 300 million active customer accounts worldwide
  • 6. Customers interact with Amazon in a wide variety of ways
  • 14. Amazon’s tenant of Selection is an important SEO and brand shopping driver. While your brand experience should be cohesive across all customer touchpoints, the right Amazon focus and assortment may differ from your other retail partners. Fully exhaust all of Amazon’s free merchandising such as twisters and newer model widgets. Closely manage any paid support after this. Key Takeaways
  • 20. Sellers are critical to Amazon. If you’re in a desired category or region, identify a strategic account manager to align on mutual goals that work for you. Leverage Amazon’s logistics network in order to go beyond your own physical brand reach without the upfront investment. Create best in class content, identify best practices, and be prepared to optimize regularly. Key Takeaways
  • 22. 3Copyright © 2019 23andMe, Inc. Our mission is to help people access, understand and benefit from the human genome.
  • 23. Company highlights 5 FDA authorized direct-to-consumer genetic health risk reports Only company with 130 published research papers + survey questions answered 2B+ Best Places to Work 2019 Glassdoor kits sold 10M consumers participate in research 80%~
  • 27. Amazon Live : ~1:43:40 Home Holiday Gift Guide
  • 29. Approach marquee days creatively. Stretch your dollars and avoiding head-to-head overspending. Foster relationships with multiple Amazon teams directly for enhanced opportunities. Be a good partner. Key Takeaways
  • 30. • Amazon’s platform allows for complete control and ownership of your daily business and brand identity • Ask: Have I maximized all of the free and basic tools available to me in order to feed the flywheel? • Amazon’s testing of many verticals keeps them looking for strategic brand partners • Ask: Is Amazon innovating somewhere I am an expert and/or can benefit from? • Amazon’s diversity is your opportunity • Ask: What are my goals and where am I empowered by this platform for realize them? AMANDA STONE | (310) 291 – 3111 acstone418@gmail.com | linkedin.com/in/amandacstone