Amazon Marketplace Optimization - CPC Strategycdn-website.cpcstrategy.com/wp-content/uploads/... · Retail-focused Paid Search (PPC) Google Shopping Management ... Tomorrow (3/11,

Amazon Marketplace Optimization

Unpacking the Strategic Levers that Drive Marketplace Performance

The 2015 Virtual Summit for Amazon Sellers

www.CPCStrategy.com | 619.501.6138 | [email protected]

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



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


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


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


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


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


CPC Strategy’s Approach to Success on the Marketplace


Discoverability Lever: Product Content (Relevance)

Product Titles

Features / Bullets

Search Keywords

Category-specific Product Attributes

When should you invest resources in optimizing

product content?


Discoverability Lever: Catalog Structure

Parent & Child SKU Relationships


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


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


Buyability Lever: Fulfillment Method

Strongest Buy Box factor

The process for FBA assortment selection


Buyability Lever: Fulfillment Latency

Strong Buy Box factor

Latency is entered at the product-level in the

catalog feed


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?


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?


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?


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.)


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




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

Documents

Amazon Marketplace Optimization - CPC Strategycdn-website.cpcstrategy.com/wp-content/uploads/... · Retail-focused Paid Search (PPC) Google Shopping Management ... Tomorrow (3/11,