In this webinar, we team up with ecommerce insights platform Profitero to discuss how to use this underutilized data to make the kinds of decisions about your business that will actually improve performance.

1. Crushing Your
Amazon
Competition
Analysis, Opportunity Gaps, and
Benchmarking

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
3
*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
STUART DOOLEY
Strategist, Marketplaces
JOHN PHILLIPS
Director, Strategy &
Insights

6. A single tool to answer your questions along the path to purchase
Is it out of
stock?
Can consumers
find it?
How does
it look?
Is it priced
right?
Do consumers
like it?
Did sales & share
increase?
Who will it
ship from?
Sample
retailers:
Daily SKU-level precision, benchmarked • GDPR & CPAC compliant • No PII • Single Dashboard

7. Agenda
layout
● Crawl, Walk, Run: How to Leverage Amazon
Data at all Levels
● Translating Data into Advertising Efforts
7

8. Who are your biggest
competitors on Amazon?
● They are the same as our brick and mortar competitor
● They are different than our brick and mortar
competitor
● They are resellers or private label brands
POLL

9. Operationalizing Retail Media Spend
Profitero
Sales and Share monitoring
Digital Shelf monitoring
Benchmarking data
Tinuiti
Best in Class Advertising
Award Winning Creative
Complete Business Tracking & Analytics

10. Tinuiti
Best in Class Advertising
Award Winning Creative
Complete Business Tracking & Analytics
Operationalizing Retail Media Spend
Profitero
Sales and Share monitoring
Digital Shelf monitoring
Benchmarking data
Advanced
Analytics
+ ROAS

11. The framework we’ll be following...
CRAWL WALK RUN

12. CRAWL
Advanced analysis
you can do using
ARA data

13. Search Frequency Analysis:
To identify popular and surging search terms
Source: Profitero; Amazon
Because Amazon is a good
leading indicator of demand…
...and you can quickly leverage
trending keywords in:
● product content
● paid search campaigns

14. Why? Because it pays to be discoverable on Amazon
Source: Profitero’s “It pays to be discoverable” report; based on the top 250k search terms on Amazon.com; April 19 - May 19, 2020

15. So what? Now what?
Brands optimizing product content for seasonal
search term: “Chocolate Box”
Source: Profitero; Amazon. Time period compared: Apr 19 - Apr 25, 2020 vs. Apr 26 - May 2, 2020
● Pay attention to keyword search
patterns as early demand signals
● Monitor changing competitive
dynamics, since challenger brands
can gain share of search if bigger
brands are unavailable
● Make sure your marketing and
brand-building efforts are as
nimble as possible to adjust your
digital strategies (promotions,
product content, etc.) as often as
needed, and when an opportunity
presents itself

16. Crawl: Using What is
Given in Advertising
Current Market Position
16

17. ● Search Term Impression Share (& Rank)
Sponsored Products & Sponsored Brands
● Category Benchmark
Sponsored Brands Only
Impressions, CTR, RoAS
Bottom 25%, Median, Top 25%
Amazon Tells Us Our Advertising
SOV

18. Search Term Impression Share
Are we growing in impressions share for our “Must
Win” KW’s?
What can we do with this information?
Category Benchmark
How do we compete with our Category?
Where should we be competing within our Category?

19. WALK
Insights you get by
pairing Amazon data &
third-party data

20. Share of Voice Scorecard:
To measure your share of page 1 vs. competitors
Are you winning, maintaining or losing share of page 1 for your priority keywords?
Source: Profitero; Amazon
Share of Top 5 Spots on Page 1 by Brand

21. Amazon Search Results Are
Constantly Changing -
Literally...
Get in the habit of monitoring your
key-terms frequently, and understand that
making it to page 1 of search results is
only the first step.

22. Bubble chart visualization lets you
easily see:
● Hero SKUs
● High traffic / Low converting
SKUs
● Low traffic / High converting
SKUs
● Laggards
Traffic & Conversion (T&C) Quadrant Analysis:
To achieve better Amazon focus and efficiency

24. Walk: What are our
customers doing?
Current Market Position
24

25. ● Amazon Search Terms
● Repeat Purchase Behavior
● Market Basket Analysis
● Item Comparison & Alternative Purchase
Behavior (Top 5)
● Demographics
Amazon Tells Us
Customers’ Preferences
Vendors & Brand Owners

26. So what? Now what?
1. Amazon’s search results change frequently - be sure to keep
a close eye on your rank, competitors ranks, and sponsored
ad opportunities for your top keywords.
2. Content affects conversion - Defend your Hero ASINs by
maintaining excellent content, availability and ad investment
and Fix the fundamentals for ASINs with low traffic / low
conversion: Address availability and Buy Box issues
3. Use data to make decisions - Amazon provides you with key
information on consumer habits and interests.
Supplementing this data with more advanced analytics can
help you spot opportunities before your competitors.

27. RUN
Combine & correlate data
sets from multiple
sources to unlock the
holy grail

28. Reverse Engineer Retailer Algorithms:
To improve search placement and drive traffic
What matters most for boosting search rank performance?

29. Identify category benchmarks that move the needle
Attribute Benchmark to aim for
Amazon Fresh — Grocery
Product title ● Mention most relevant search term 1 time
● Title of ~63 characters in length
Review count
Avg star rating
Image count
● Best-performing products had 246 reviews
● 4.4 stars or higher
● 7 images
Product
description
● Mention most relevant search term 2 times
● Description of ~544 characters in length
6 Images =
Below benchmark

30. So what? Now what?
To improve your brand’s search
placement and drive traffic:
● Understand what content
elements most heavily impact
search performance
● Prioritize investment on
content elements that correlate
with higher search ranking

31. Run: How did your
customer get to your PDP
and are you ready?
31

32. Customer Click
Pathing
Customer Tracking and Targeting
DSP Retargeting & Overlap Audiences
AMC (Amazon Marketing Cloud)
● Requires DSP Spend and AMZ Approval
● Currently in closed Beta

33. Track Price Pack Architecture (PPA) trends:
To identify gaps and opportunities for NPD & pricing
strategy
Beverage category — Unit $ sales
12oz,
24-pack
+84%
12oz,
6-pack
+10%
16oz,
4-pack
+345%
12oz,
30-pack
-12%

34. So what? Now what?
Pantry
Stocking
Prime
Day
July
4th
Note: Illustrative AMZ data
Understand what pack sizes move the
most (or least)
● Are your products competitively
priced?
● Where is growth found in the
category?
Use PPA for NPD to avoid channel
conflict & commercialize new pack sizes
Re-allocate eComm spend (paid search,
etc.) on high-growth pack sizes as
needed; Pull back on slow movers

35. Schedule Your
Consultation
with an Amazon
Expert

36. Q&A

37. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

38. Thank you!

39. Additional Resources:
● Search Placement Improvement Playbook
● The ROI of A+ product Content
● The Costly Impact of Letting Your Products go OOS