In this session, we partnered with ecommerce operations platform, Skubana, to help you navigate fulfillment + forecasting challenges, both on and off Amazon.

1. How To Successfully
Forecast On Amazon
Even During Year Three Of
Ecommerce Disruptions

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

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

5. Our Speakers
HELENE PINKERTON
Senior Account Manager,
Retail Operations
GRACE O’HARA
Sales Development
Representative

6. Agenda
● Current challenges + expert recommendations on
Amazon forecasting + fulfillment
● The tools to help you succeed with forecasting and
fulfillment
● Amazon and beyond: omnichannel expansion
● Q&A
6

7. What is your biggest challenge with
your Amazon business right now?
● Accurately forecasting
● Managing inventory
● Fulfillment challenges in general
● Something else - tell us in the chat!
POLL

8. Forecasting and
Inventory Management
on Amazon
8

9. Factors contributing to
uncertainty in
forecasting in 2022
➢
Shipping delays
Staffing shortages
Production bottlenecks
Raw materials and manufacturing price
increases
Capacity constraints at Amazon
FORECASTING AND INVENTORY MANAGEMENT

10. Optimize your inventory strategy
FORECASTING AND INVENTORY MANAGEMENT
Promote/re-price slow sellers and stop replenishment (pivot to
dropship/FBM for tail assortment)
Review sales velocity/reforecast quarterly
Focus your efforts on top sellers and ensure always in-stock at Amazon
Reserve inventory for Amazon
Forecast your inventory need a year in advance by channel (depending on
your lead times)

11. 11
Vendor Central Demand Forecast
Your Purchase Order*
Factors impacting Amazon
demand forecast
*Important: ASIN level demand forecast is not a PO forecast
Traffic to ASIN’s Page
(Organic, marketing)
Seasonality
Promotions
Sales Performance History
Retail Price/LBB
Inventory Availability at
Amazon
Product Setup (detail page
optimization)
KEY
Vendor-controlled factor
Amazon-controlled factor
Market factor
Direct Factors
Vendor Lead Time
(VLT)
Amazon Profitability
Product Cost to Amazon Order Types
(MOQ, Pallet Size, Refrigeration, etc.)
Product Sourcing
(is product available from distributors?)
ASIN-Level
Demand Forecast
Production Planning

12. Amazon’s replenishment PO’s run like clockwork, though seasonal
and stock-up buys aren’t uncommon. Consistent monitoring and a
thorough understanding of the logistics network and subsequent
limitations should help determine your course of action.
● Will you be confirming
PO’s manually or via EDI
● How consistent is your
supply chain?
● Fill/Kill vs Backordering
● Do you ship from
multiple warehouses?
● Self-fulfilled or 3PL? If
3PL who arranges
shipments?
● Prepaid or Collect?
CONSIDERATIONS MUST DO’S
● Confirm PO’s within 24
hours
● If applicable, make
adjustments to
confirmed PO’s within
48 hours
● Ensure backordered
PO’s are updated prior
to shipping
● DO NOT allow PO’s to
auto-cancel
WHAT TO MONITOR
● Acceptance Rate
● Fill Rate
● Ensure correct
availability
acknowledgement
codes are being used
***Repeated use of
incorrect reason codes
can result in ASIN
suspension or being
flipped to Obsolete
ACCEPTANCE
RATE
FILL RATE
+80%
GOALS
GOALS
+95%
PO Management
12
PLANNING, PO/SHIPMENTS, OPERATIONAL COMPLIANCE

13. 13
Seller Central Demand Forecast
FBA Shipment
Factors impacting Amazon demand
forecast
Traffic to ASIN’s Page (Organic,
marketing)
Seasonality
Promotions
Sales Performance History
Retail Price/LBB
Inventory Availability at Amazon
Product Setup (detail page
optimization)
KEY
Seller-controlled factor
Amazon-controlled factor
Market factor
Direct Factors
Shipment Lead Time
(SLT)
Profitability Order Types
(MOQ, Pallet Size, Refrigeration, etc.)
ASIN-Level
Demand Forecast
Production Planning
IPI Score/Restock
Limits

14. Tools to Improve Your
Forecasting + Inventory
Management
14

15. Access key customer data.
Own the experience.
Understand value and frequency of
shopping behaviors.
Must know your:
Amazon
Customers

16. Periodical comparisons.
Visualize trend performance.
Data-driven replenishment.
Stay prepared with:
Inventory
Forecasting

17. At-a-glance dashboards.
Advanced metrics.
Create POs faster.
Stay prepared with:
Demand
Planning

18. Prevents stockouts.
Buffer for unseen circumstance.
Increases customer satisfaction.
Stay prepared with:
Safety
Stock

19. Current State of Ecommerce:
2022
Marketplace
Extreme global ecommerce expansion.
Surge in shipping hurdles and costs.
Increased CAC costs.

20. Sourcing and storing inventory.
Multiple locations and channels.
Consistent customer experience.
Overview
Omnichannel
Inventory
Management

21. Overcome supply chain adversity.
Benefits of utilizing new technology.
Utilize warehouse flexing.
Overview
Omnichannel
Fulfillment

22. Increase customer convenience,
Rise in customer retention rates.
Convert browsers into buyers.
Omnichannel Fulfillment
Business
Benefits

23. Client Success Stories
23

24. Orderbots across sales channels.
Multi-warehouse integrations & fulfillment.
Flexible user interface.
Case Study
Viscata

25. In 2020 the client had issues with
low confirmation/fill rate combined
with unprofitable assortment for
Amazon due to price matching.
CHALLENGE
● After analyzing the existing assortment, historical
sales, and basket analysis, merchandising and
inventory strategy were developed to pivot into
profitable ASINs, and create exclusive assortment for
Amazon (new colorways, multi-packs for low ASP
styles).
● Leaned into manufacturing and reserving inventory
for Amazon for 2021 in conjunction with increased
marketing and detail pages optimizations.
● Focusing on top sellers and profitable ASINs for
Amazon resulted in a +130% YoY growth in 2021 and
a +270% growth in Q4 2021 and a +30% increase in
profitability per unit for Amazon.
SOLUTION SUMMARY
Brand sees growth + increased profitability after low confirmation
and fill rate issues with Amazon due to price matching
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+7K
RESULTS
-25%
Pivoting into profitable ASINS + creating
Amazon exclusive assortments allows brand
to have significant YOY growth
25
YoY growth in
2021
growth in Q4 2021
+130%
RESULTS
+270%
25
25

26. What to do now
Own your brand.
Conduct research.
Start today.
Leverage Amazon reporting to review/monitor your
sales regularly and adjust your forecast accordingly.
Ensure always in-stock on top sellers.

27. Winning on Amazon today
requires a whole lot more
than just advertising.
Schedule Your Consultation
with an Amazon Expert

28. Q&A
HELENE PINKERTON
Senior Account Manager,
Retail Operations
GRACE O’HARA
Sales Development
Representative

29. 29
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

30. Thank you!

31. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET

32. See you tomorrow!
Thanks for joining
the 2022 Amazon &
Retail Media
Virtual Summit!
Join us tomorrow at
10:00AM PT | 01:00PM ET