Winning with Amazon Advertising I Prime Day 2020 Guideline

1. WINNING ON AMAZON
Getting Ready for an Unprecedented Q4
ADAM PALCZEWSKI, AMAZON CONSULTANT
24th September 2020

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Intro
 Over 18 years of eCommerce & Digital Marketing
 Experience on Agency (Mindshare, Havas, Publicis) & Client Side
(Philips, Very.co.uk)
 Amazon Advertising Certified Consultant
 Contributor to eCommerce industry Whitepapers
 DMA Judge within the 2020 eCommerce category
www.ADAMPALCZEWSKI.com I info@adampalczewski.com I +44 739 228 0425

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eCommerce during pandemic
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eCommerce during pandemic
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eCommerce during pandemic
Financial Times - How Big Tech got even bigger in the Covid-19 era, May 2020
https://www.ft.com/content/d2e09235-b28e-438d-9b55-0e6bab7ac8ec
Institute for Policy Studies
https://ips-dc.org/billionaire-bonanza-2020/
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eCommerce during pandemic
Source: https://insights.profitero.com/
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Amazon Retail Calendar
Source: Amazon.com
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2020 Retail Calendar
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How to win during Peak Events
Start your preparation early
- decide what products/categories to promote
- translate sales forecasts into clear advertising objectives
- backward calculations using historical data
- budgets allocation to all the media channels
- peak event sponsorship packages
Plan a phased approach using multi channel advertising
- structure your media plan with 3 phases: Lead Up / Event / Lead Out
- use different AA channels to achieve your campaign objectives
- consider using other platforms to build awareness (FB, IG, TIKTOK, TV,
PRINT etc)
Prepare to win during the day
- leave some flex budget
- monitor performance during the day
- adjust your advertising strategy
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Peak Media Planning Framework
Source: Amazon.com
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On the day – War Room
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 Monitoring sales in real time
 Faster collaboration between the agencies, clients
and Amazon teams
 Adjust campaigns (off & on Amazon) and creatives
accordingly to stock level, competition activities and
budgets
 Sponsored Ads: Review OOB status and visibility
checks on core keywords
 Check creatives, be aware of frequency caps
Translate Real Time Insights Into Real Time Actions

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Leverage Custom Landing Pages
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 For brands in multi-category environment consider sending the traffic to a Custom Landing Pages
vs PDP
 Depending on the product, not always higher conversion for the hero product but overall larger
basket size
 Potential to drive higher average sales volumes on the day
 Prevents from directing traffic to OOS products

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Post Event Reporting
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 Conduct a thorough post event analysis using all data
sources (vendor central, AA, internal data)
 Highlight what worked and what didn’t work
 Separate organic sales from Ad Attributed Sales
 Consider 14 days attribution window and AA last click
attribution when reporting on your advertising
performance
 Conduct creative A/B multi variate ad tests to get insights
for the future
 Consider separate competitive reports
 Build a library of best practices

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Feel free to get in touch!!!
W: ADAMPALCZEWSKi.com
T: +44 739 228 0425
E: info@adampalczewski.com
www.ADAMPALCZEWSKI.com I info@adampalczewski.com I +44 739 228 0425

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