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Amazon Marketplace Optimization
Unpacking the Strategic Levers that Drive Marketplace Performance
The 2015 Virtual Summit for Amazon Sellers
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
We Turn Browsers Into Buyers
Founded in 2007
Over +250 active retail clients
Top 50 fastest growing companies in San Diego
Recognized as an Official Google Shopping Partner
Exclusive focus on retail
Visit the New CPCStrategy.com
Services Include
Retail-focused Paid Search (PPC)
Google Shopping Management
Shopping Channel Management
Amazon Sales Acceleration
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The 2015 Virtual Summit for Amazon Sellers
Tomorrow (3/11, 11-12pm PST): Amazon Search Secrets: Building a
Visible Brand on Amazon
Thursday (3/12, 11-12pm PST): Winning the Amazon Buy Box without
Sacrificing Profitability
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Webinar Housekeeping
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Logistics Speakers
Rick Backus CEO CPC Strategy
Pat Petriello Head of Marketplace Strategy CPC Strategy
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Amazon Marketplace Expert
Pat Petriello Head of Marketplace Strategy
Lead architect for CPC Strategy’s Amazon Sales Acceleration Program
(ASAP)
Former Account Manager on Amazon’s Seller Services Team
Second seller in Amazon history to participate in Amazon’s Brand Registry
Program (GCID)
Built out and managed a catalog of over a 250,000 SKUs as a professional
Amazon seller
Solely engineered & directed million dollar revenue stream on Amazon
Managed premium online retailer businesses both on and off Amazon (e.g.
Jazzercise)
Exclusive invitee for Amazon Sponsored Products Program
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Course Overview
The Typical Amazon Seller Narrative CPC Strategy’s Approach to the Amazon Marketplace Driving Sessions by Increasing Product Discoverability Generating Orders by Optimizing Product Buyability Conducting a Catalog Analysis to Implement the Right Strategies to Key Product Segments Q&A
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The Amazon Plateau
The Amazon Plateau: a long-term period of stagnant sales
growth
Without a strategy focused on ongoing optimization, a seller
will hit the proverbial wall
The increased sophistication of the Amazon Marketplace
warrants a new approach
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
CPC Strategy’s Approach to Success on the Marketplace
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Lever: Product Content (Relevance)
Product Titles
Features / Bullets
Search Keywords
Category-specific Product Attributes
When should you invest resources in optimizing
product content?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Lever: Catalog Structure
Parent & Child SKU Relationships
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Lever: Sponsored Products
Acceleration program for newer or low-exposure ASINs
Discoverability lever for your top Buy Box offers
Unveiling of Amazon’s search query data
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Factor: Sales Performance History
Along with offer relevancy, sales performance is the
most important discoverability factor
Amazon has the incentive to give top-selling products
the most visibility
Drives the virtuous cycle between product
discoverability & buyability
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Fulfillment Method
Strongest Buy Box factor
The process for FBA assortment selection
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Fulfillment Latency
Strong Buy Box factor
Latency is entered at the product-level in the
catalog feed
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Landed Price
Strong Buy Box factor – highly immediate and controllable
Should be leveraged based on your competitive landscape
Enable strike-through prices
How about raising prices?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Product Reviews
Strong influencer of conversions on the detail page
Significant lever for brands
When should you invest resources in generating product reviews?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Seller Feedback
Buy Box factor
Volume X Score
Almost always a strong reflection of the quality of a
seller’s fulfillment processes
When should you invest in generating seller
reviews?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Factor: Seller Rating
Strong Buy Box factor
Mostly comprised of multiple components found
within Seller Central (ex. On-Time Delivery Rate
(ODR), Late Shipment Rate, etc.)
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Knowing Which Levers to Focus on for Specific Product Segments
Discoverability
The highest Buy Box ownership share (%)
Buyability
The highest number of sessions
The most immediate opportunities will always be products with:
The highest number of orders
The most amount of revenue generated
Maximize Your Revenue on the Amazon Marketplace
Questions for Pat?
Submit your questions in the chat box on the right
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The 2015 Virtual Summit for Amazon Sellers
Tomorrow (3/11, 11-12pm PST): Amazon Search Secrets: Building a
Visible Brand on Amazon
Thursday (3/12, 11-12pm PST): Winning the Amazon Buy Box without
Sacrificing Profitability
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