The document discusses Amazon's strategies for brands. It notes that Amazon has over 100 million Prime members and 202 million individual shopper behaviors that are used for targeting. 80% of Amazon customers use it to discover new products. The opportunity for new brands on Amazon is highlighted. Customers interact with Amazon in many ways beyond just shopping, including reviews, ecommerce, streaming, social media, and voice services. The document provides tips for strategic brand alignment on Amazon, including leveraging their logistics network, creating quality content, and optimizing regularly. It also discusses approaching marquee days creatively and fostering relationships with multiple Amazon teams.

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

7. Strategic
Brand
Alignment

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