The document discusses strategies for enhancing performance on Amazon through effective creative content, highlighting the importance of optimized product listings, engaging imagery, and video. It notes the significant growth of e-commerce and retail media, emphasizing the need for high-quality creative to improve visibility and conversion rates on the platform. Additionally, it outlines best practices for managing Amazon catalogs and maximizing brand presence through various tools available within Amazon's ecosystem.

1. How to Boost Amazon
Performance with
Compelling Creative

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
ALEXANDRIA THOMAS
Group VP of Creative
PHIL STOLT
SVP, Retail Operations

6. Agenda
● Making A Case For Amazon
● Amazon Creative 101
● Other Pillars To Amazon Success
6

7. What type of Amazon content
have you invested in to date?
a) Written content optimization
b) Enhanced photography and videography
c) A+ content pages
d) Amazon Store presence
e) All of the above
POLL

8. How are you managing your
Amazon Creative & Design?
a) In-house team
b) Third-party agency
c) Partially outsourced
d) Other
POLL

9. Making A Case
For Amazon
9

10. ● Online shopping channels continue to
thrive and Amazon has cemented
itself at the top of the retail media
space.
● Given the recent year’s shift from
brick-and-mortar commerce to virtual
storefronts paired with the increasing
household penetration of Amazon
and diverse opportunities to reach
consumers, it’s the perfect storm for
marketers to take advantage of.
10
Meet Customers Where They Are: On Amazon!

11. eCommerce Growth Continues
On Amazon
Marketplaces continue to capture a significant share of
the SMBs and micro businesses that are shifting to
e-commerce.
● In a report done by McKinsey in October 2021, they
expect 50 to 70% of digital commerce will be
conducted on marketplaces by 2025
● In the US, almost two-thirds of consumers begin
their product search with Amazon.
And the customer service and shipping speed are
well-regarded, trusted and loved by consumers.

12. Amazon For Advertising Sees
Tremendous Growth As Well
Retail media is the second-fastest-growing ad format.
Spending on retail properties will grow by a annual
compounded rate of 30.9% from 2020 through 2024.
● The retail media space been resistant to
macroeconomic turbulence despite long standing
supply chain issues and market conditions.
● Over the past 2 years retail media properties have
seen an uptick in activity and innovation, providing
many new opportunities for brands and businesses
to advertise to consumers.

13. A solid creative strategy is crucial to a successful
marketing or advertising campaign.
Importantly, investing in high-quality creative on
Amazon is necessary to achieve success in this retail
media space.
The expression and aesthetic of your brand on
Amazon can have a very real impact on your
findability, traffic to your product catalog and
product-level conversion rate.
13
Quality Creative Is An Important Amazon Performance
Lever

14. 14
The 5 Elements Of A Best-In-Class Amazon Creative
Strategy
Optimized
Product
Listing
Detail Page
Imagery and
Video
Amazon
Stores Pages
A+ Content
Amazon
Creative
Amazon
Advertising
Products

15. The Impact Of A Solid Amazon Creative Strategy
15
Provide an
outstanding branded
experience that
builds credibility, trust
and interest
Stand out from
competitors
and gain greater
share of voice and
share of wallet
Maximize the value
of your marketing
spend and generate
greater ROI
Help
increase
conversions and
increase revenue
Build an
emotional connection
while demonstrating utility
and value to consumers

16. 16
Amazon
Creative 101
Go from this
To This

17. 17
Amazon Creative 101
Amazon
Optimized Product
Listing Copy

18. ● The Amazon a9 algorithm ranks product
listings by relevance and performance
● Having optimized product listing copy
with relevant keywords in product titles,
descriptions and features is critical to
increasing visibility within Amazon’s
organic search algorithm
● It also increases your product’s findability
offsite on other search engines as well
SEO Written Content
Optimizing Written Content

19. 19
Lower
Rankings
Fewer
Conversions
Wasted Ad
Dollars
Competitors Gain
an Advantage
SEO Written Content
Left Unattended, Basic Product Descriptions Hinder
Performance On Amazon

20. SEO Written Content
Product Titles
● All categories start with the brand
and list the product name, but other
attributes of the title may include
pattern, model number, power
output, size, color and quantity (if
there is more than one)
● Keywords are a vital component of
any product title, but retailers
should be wary of keyword stuffing
● Products with clear and detailed
information are more likely to earn a
higher click-through-rate and
convert. The increase in sales will
ultimately lead to better ranking
●

21. ● The more descriptive the bullet points for your
product pages are, the greater likelihood you will
sell on Amazon. And the more you sell on
Amazon, the greater likelihood of your product
ranking higher.
● 5 bullet points are allowed for Amazon Seller
Central and each should be a max of 250
characters. These can vary by category so it’s
important to be familiar with Amazon’s
guidelines.
● Highlight the product overview, key details and
benefits, fabric composition, care, installation,
application instructions, etc., and unique selling
points. Consider using the final bullet to share
your brand story or mission statement
SEO Written Content
Key Product Features

22. ● The production should be 200 words
or less
● The recommended paragraph
hierarchy is 1) product introduction,
2) care instructions, applications,
installation instructions, etc.,
followed by 3) brand mission
statement, values, brand story, etc.
SEO Written Content
Product Description

23. 23
Let’s interact! SEO Written Content
What’s Working For This Listing?

24. 24
Let’s interact! SEO Written Content
…and For This Listing?

25. 25
Amazon Creative 101
Detail Page
Imagery and
Video Gallery

26. Alongside the product title, your
product photography will be the first
thing consumers see as they consider
whether to buy
Year after year, consumer psychology
studies show that the majority of
consumers are influenced to make a
purchase decision based on a visual
experience and product photography
…and year after year, many purchase
returns are made because the product
that arrived didn’t look like what the
customer expected to receive.
26
Detail Page Imagery and Video Gallery
A Brand’s Visuals Influence Consumer Behavior, For
Better And For Worse

27. ● Amazon Seller Central allows 1 main image and 6
alternates
● The main image should be the hero product on a
white background.
● For the larger image strategy use of informative
text and callouts in an infographic-style
● Showing various angles, compelling lifestyle
shots and the product in action is a must for DPI
● Be sure to use thumb-stopping graphics and
callouts to pique consumer interest
- The more informed the consumer is, the
greater chance they’ll consider and purchase
from you
27
Product image + branded product copy overview
Product image + anatomy details
Product image + unique selling point 1
Product image + unique selling point 2
Category image + unique selling point
Hero brand image + branded copy
Compatibility details
360 product shot
Size chart or dimensional chart
Detail Page Imagery and Video Gallery
Strategy For Detail Page Imagery

28. 28
Client Spotlight: House of Jack Co.
Detail Page Imagery Gallery

29. 29
Client Spotlight: LT Apparel
Strategy For Detail Page Imagery

30. 30
Detail Page Imagery and Video Gallery
Strategy For Detail Page Imagery

31. 31
Detail Page Imagery and Video Gallery
Strategy For Detail Page Imagery

32. Detail Page Imagery and Video Gallery
Video Within The Detail
Page Image Gallery
Unboxing
How-to
360 Showcase
Product in Action
Dimensional chart
● Product demo or product showcase videos
are another great way to help consumers
evaluate your product
● When possible, include a video asset in the
gallery

33. 33
Amazon Creative 101
A+ Page Content

34. ● A+ content is a custom area of the
product detail page to showcase
more diverse content with visual
layouts, imagery and comparison
charts. It conveys greater quality to
consumers browsing on the platform
● With 60% of shopping taking place on
mobile, it’s important to lead with a
mobile-first design as the experience
differs from desktop
● Pro tip: A+ content shows up on
mobile right below the DPI and
before bullet points and
description
A+ Content
Building A Premium Brand Experience For The Detail Page

35. ● Live text is important to increase
visibility within Amazon’s organic
search algorithm
● When you’re in the design process be
sure to build the experience in
platform in order to preview how it
will display to consumers in both
desktop and mobile
A+ Content
Creative Tips To Know

36. ● Premium A+ content requires a
financial investment, and provides
brands with a more elevated content
experience
● The content modules available are
interactive and provide a more
premium feel spanning the entire
page
● Premium A+ pages also allow for
video content
A+ Content
Premium A+ Content
● Premium A+ content requires a
financial investment, and provides
brands with a more elevated content
experience
● The content modules available are
interactive and provide a more
premium feel spanning the entire
page
● Premium A+ pages also allow for
video content

37. 37
Amazon Creative 101
Amazon Store
Presence

38. Amazon Stores Provides a Rich, Immersive Brand
Experience for Consumers
– AJ Swamy, Director, Business Development
“The main benefit of Amazon Stores is
to provide customized content to
potential customers and introduce
prospective customers to your brand.
Each page gives you the opportunity to
brand it ‘your way’ with lots of
supportive content and freedom. It’s
basically like designing your own
website on Amazon.”
Customers expect more meaningful experiences from the brands they know and
your Amazon digital storefront is just as important as your website or your
physical presence. For prospective clients it’s an opportunity to leave a great
initial impression.
● Build credibility and trust through a branded experience
● Fully customizable for promotional and seasonal purposes
● The only zone without competitor ads across the marketplace
● Indexed in Amazon’s Search Engine Results Page (SERP)
● Most PPC and search dollars should funnel to this page for consumers to
get exposure to your brand and larger product offering

39. Boosting Performance with Amazon Stores
With Amazon Stores, brands can:
● Capitalize on internal and external traffic sources
● Boost organic ranking on Amazon and increase sales
volume
● Introduce your brand to new audiences
● Promote new arrival products to pre-existing customers
● Give users a better mobile experience
Importantly, Amazon Stores allow brands to no longer worry
about losing their brand identity in a competitive online
marketplace.
This is where you’ll want to prominently display your brand story
and greater product assortment.

40. 40
Client Spotlight: House of Jack Co.
Amazon Store

41. Advertising
on Amazon
Amazon DSP
Sponsored Products
Streaming TV Sponsored Display

42. 42
Boost Your Performance
Other Pillars for
Amazon Success

43. Pillars to Amazon Success
43
Advertising
& Marketing
Content &
Creative
Technology
Strategic Operations
End-to-end channel management

44. Best Practices For Managing Your
Amazon Catalog
● Focus on advertising and PPC before the foundation
has been built
● Brand oriented content vs Amazon optimized content
● Budget not allocated to improving content on Amazon
Catalog management is foundational - we
think of it as the X’s and O’s before higher level
strategy can even begin!
Common Issues We See with Amazon Catalogs

45. 45
Best Practices For Managing Your Amazon Catalog
Number of Images
Fill all the Space
White Background
Include Copy Enhanced &
Lifestyle Images
Include Zoom in Images
& Charts (comparison,
sizing)
Title
Number of Characters
150 characters or longer Conduct Keyword Research Include Brand Name
Bullet Points
Keyword Indexed
At least 5 bullet points Conduct Keyword Research
Include Core
Differentiators
ABC/A+
Below the Fold
Include Comparison Charts Ensure You Have Unique Info
Highlight Brand
Assortment
Reviews
Q&A + Comments
Aim for 4.3 Star or Above
Demonstrate Social Proof: At
least 30 Reviews
Monitor & Respond to
Comments
1
2
3
4
5

46. Key Takeaways
Thoughtful written content optimization across
your product title, listing and description can help
with discoverability, conversion rates and sales
Developing a content strategy for the detail page
image/video gallery, A+ content and Stores
presence demonstrates quality and credibility
Consider other important aspects of your Amazon
strategy such as good catalog management and
advertising to continue driving success
1
2
3

47. Schedule Your
Consultation
with an Amazon
Creative Expert

48. Q&A
ALEXANDRIA THOMAS
Group VP of Creative
PHIL STOLT
SVP, Retail Operations

49. 49
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50. Thank you!