Position your brand for end-of-year success on Amazon. Now is the perfect time for Amazon Sellers and Vendors to review catalogs, map our operational efficiencies, and make sure products are retail ready. Be strategic with your ad budget: retarget your Black Friday customers on Cyber Monday. Avoid the pitfalls that can hurt your bottom line. Employ these last-minute tactics for a strong finish on Amazon in the doozy of year that has been 2020.

2. Persephanie Arellano
Webinar Coordinator
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3. clients
Recognition

5. Brenda Insixiengmay Chad RubinSarah Simensky

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8. Shopping Behavior
Average Traffic &
CPC Increase
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Promotion & Deals
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11. Retail ready tips for Sellers
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Retail ready tips for Vendors
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14. 🚫
🛍
⏳
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📬
What you need (mostly).

16. BFCM Nugget # 1
Know what inventory to stock, where to stock it, and the
SKUs that are making you the most money $$$

17. AMZN FC’s are experiencing the COVID-crunch.
Everyone is sending stock to FBA.
☑ Avoid sending low-velocity/low-margin stock during this time.
☑ Expect massive delays in receiving shipments to Amazon FCs.
☑ Use planning tools to forecast on profit vs. sales velocity

18. The FBA paradigm shift
We experiencing the craziest Q4
in history!
Prioritize SKUs that are making
you money not just selling fast.

19. Maximizing revenue at all costs creates an
unsustainable “race to the bottom”.
☑ Have the margins to grow top-line revenue
☑ More conversions = higher rank = increased visibility
MAXIMIZE SALES
Break-Even ACOS
MAXIMIZE PROFITS
VS

20. Identify the BEST areas with the highest
customer density and keep inventory nearby.
☑ Know where your customers are ordering from.
☑ Transfer inventory closer to those areas.
☑ Don’t make the same mistake 2x rely solely on FBA

21. BFCM Nugget # 2
Prepare for more 2020 uncertainty by shock-proofing
your warehouse footprint.

22. The solution for increasing AOV lies in
order value optimization which:
☑ Increases Profit Margins
☑ Creates customer value
☑ Encourages conversions
Single Item 2-pack 3-pack
Sale Price $40.00 $80.00 $120.00
- Cost $10.00 $20.00 $30.00
- Shipping $5.00 $7.00 $10.00
= Profit $25.00 $53.00 $80.00
Profit Margin 63% 66% 67%

23. Showing products as low stock or limited
availability can:
☑ Increase Demand and Encourage Conversions
☑ Reduce Cart Abandonment
☑ Lower Acquisition Costs

24. Skubana puts that functionality directly
into your inventory dashboard so you can
increase demand without stockout risks.

25. Product Bundling + Kitting can:
☑ Drive Conversions and Increase AOV
☑ Set Your Products Apart
☑ Move Stagnant Inventory
☑ Lower Acquisition Costs
$1,675$1,150

26. BFCM Nugget # 3
Be prepared to capture holiday traffic
across all of your channels.

27. Be prepared to capture BFCM traffic
across all of your channels.
☑ Have stock ready to fulfill orders outside of Amazon.
☑ Leverage Prime Day data to forecast velocity for Black Friday
and Cyber Monday.

28. Identify your best customers by zooming-in
to your data to maximize growth.
☑ Lower CAC by creating unified experiences.
☑ Understand the value of your returning customers.
☑ Find ways to delight and amaze to drive brand loyalty.

31. 60%
Sponsored
Product
30%
Sponsored
Brand
10%
Sponsored
Display
Example allocation*
Campaign X
Campaign Y
Campaign Z

32. • Holistic Amazon Performance
• Category-Level Insights
• Purchase Decision is Not Linear-

33. Run Display ads alongside Search ads to boost visibility
Retarget shoppers that have engaged with your products
Fuel the advertising funnel using Lifestyle & In-Market
audiences
Target shopping behaviors relevant to your products
Use dynamic e-commerce creative to deliver ads that are
most relevant to a customer’s shopping behavior
Negatively target past purchasers to tailor targeting strategy

34. A great Amazon Sponsored Product strategy
involves both Manual and Automatic Targeting.
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35. KW Targeting
Broad, Phrase, Exact,
Negative Phrase/Exact
ASIN targeting & Category

36. Dynamic Bids - Up and Down
Dynamic Bids - Down Only
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Fixed Bids
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37. Halloween Black Friday Cyber Monday Christmas Eve Christmas New Years Eve
Awareness &
consideration phase
begins for Q4
Conversion rates
higher than early Nov
CR peaks between 12/9
and 12/21, driven by SB
campaigns
TimelineStrategyTrend
Shift portion of budget towards SB campaigns as
CR’s are better in certain categories; 12/22 is a good
time to reset performance goals to normal
Increase bids in
targeted focus KW
campaigns and brand
campaign
Continue remarketing
efforts into the new year to
capture residual demand
and maintain top of mind
awareness
Boost impressions
gradually, becoming
more aggressive around
11/10
Significant declines in
traffic & sales; expect
ACoS to increase
Source: Tinuiti Client Trends

39. Marketing Placement for Promotions Help Get More Product Orders
Sell Overstocked Products Help Increase Product Conversion
See the Halo Effect Win the Buy Box

40. ● increase click-through-rate
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41. Key Takeaways

42. Let’s win together!
https://bit.ly/Run-D2C

44. Brenda Insixiengmay Chad RubinSarah Simensky

45. https://tinuiti.com/content/