amazon virtual summit - preparing for q4
TRANSCRIPT
The 2016 Q4 Amazon Virtual Summit
Q4 Summit LayoutDay 1 Preparing Your Product Listings For Q4 Success
Day 2 Lucrative Q4 Sponsored Product Strategies
Day 3 Creating a Winning Q4 Game Plan
Event Logistics • Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent 8/12/16
• More Resources In the Handouts Section to the
Right
• Poll Questions Throughout Presentation
Q4 Summit Event Coordinator
Nick CotterMarketing Operations Coordinator
Amazon
Q4 Success
Jeff Cohen14+ Years
Experience in e-Commerce
Former Founder and
GM of Textbooks.com
Executive Team Member of Seller Labs
Born From Amazon Sellers• Over 10,000 Amazon
Sellers• Managed over 3B Amazon
Sales• Process 100K Customer
Orders / Month
Why Q4 Matters
2015 Record Setting• Shipped to 185 Countries • Signed up 3M Prime Subscribers
3rd Week of December • Record Number of Units Shipped
w/Over 200M Shipped Prime • 70% of Customers Shopped
using a Mobile Device
2016 Predictions• Retail sales will continue to slow • Internet sales will continue to
increase • Mobile transactions will Increase • What’s hot? What’s Not!
Prime Matters
Prime Drives Sales
Prime Members Are Wealthy
Trend Is Your Friends
• 2015 Sales Performance • What is Your Holiday Budget? • What is Your Lead Time? • Competition
How to Prepare for Success
Clean Up In September• Use Promotion System to
Reduce Inventory and Increase Cash Flow
• Discover Slow Moving Inventory and Liquidate
• Start Your Clean Up Early
Write Down Key DatesShip Inventory for Thanksgiving - November 14
Cyber Monday - November 28
Last Delivery Date to Warehouse - Dec 7
Last Day for Prime - Dec 21
Manage Your Inventory
“To avoid potential capacity constraints during the 2016 holiday season, we are accelerating the expansion of our fulfillment capacity. Additionally, we are changing our FBA fee structure to encourage all sellers to send in and store products in November and December that are likely to sell by the end of 2016. To give you time to plan for these changes, they will begin to take effect on October 1, 2016.”
Important DatesRemoval fee waived until August 14, 2016
Monthly storage fee adjustments take effect October 1, 2016.
Box content information will be required beginning November 1, 2016.
Reduced weight handling fees will be in effect November 1, 2016, through December 31, 2016.
Free Removal PromotionRemoval orders placed between August 4 - 14 will not be charged a fee.
Remove inventory before they are subject to long term storage fees on August 15
Tools in Seller Central - Inventory Planning Dashboard https://sellercentral.amazon.com/inventoryplanning/dashboard
Monthly Storage Fees
Manage Storage Fees• Know Your Sell Through Rates • Estimate From Last Year’s
Holiday Period • What is Your Current Growth
Rate? • Is Your Product Something Gift-
able? • Remove Slower Moving Items
Reduced Weight Fee
You Could Possibly Save
Box Content Information
• Effective November 1 • Must Provide Box Content for Each Box Set • Failure to Supply will Result in a Fee • New Tools Coming in September…Keep A Look Out
Optimize Your Listings
What Amazon Says About Search
https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471
Search is the primary method customers use to locate products.
Views for a product detail page can increase significantly by adding just one additional search term.
Price, availability, selection and sales history help determine where products appear in search results.
Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.
Direct Influence
• Title • Keywords • Bullets • Images • Price • Fulfillment • Description • Inventory Levels
Tools to Optimize Your Listing
• Scope • Sponsored Ad • Merchant Words • Competitors
Photos Matter!
“Great photos are likely to help you sell products online, yet few sellers put the time and effort into making their photos spectacular”
(1) http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images
Sixty percent of those who responded said photos were a major impact in the buying decision, with 25% saying it made an impact.
Indirect Influence
Buyer Intent
Sales
Reviews
To rank in search I need sales
To get sales I need to rank in search?
Amazon Sponsored Product Ads
Why Reviews Are Important
Social Proof Amazon Proof Trust Reputation
Increase Organic Reviews
Send a message right when the order is delivered
Automate the process to reduce work.
Message buyers who leave positive feedback and ask
them for reviews.
Generate Reviews
Trust - Do You Trust Reviews?
ACCORDING TO A NIELSEN STUDY, 92% OF CONSUMERS TRUST PEER REVIEWS AND WORD
OF MOUTH OVER ANY TYPE OF ADVERTISING.
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
Amazon Reviews
Genuine Opinions
Questions?
