1.
2017, The Year Of Amazon…
What Exactly Happened?

2.
Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

3.
Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

4.
Market Track creates stronger marketing outcomes for companies and a more relevant
shopper journey through the curation of proprietary data streams, providing web-based
access to critical market intelligence.
With over 2,100 clients and leading omnichannel solutions, Market Track is committed to
increasing marketing effectiveness for manufacturers, retailers, and agencies.
Learn more:
markettrack.com/about

5.
Payability provides daily, next-day payouts to Amazon sellers
With immediate access to capital, Payability customers buy more inventory,
stay in the Buy Box, and get the best deals from suppliers.
Learn more:
go.payability.com/cpcstrategy

6.
Today’s Speakers
Copyright 2017 - 2017, The Year of Amazon
Pat Petriello
Head of Marketplace Strategy
Allyson Dietz
SVP, Solutions
Kevin Weeks
Sr. Director of Business Dev

7.
Today’s Agenda
❏ Amazon’s Advertising Growth
❏ Amazon’s Overall Growth, Expansion, & Successes
❏ Creative Branding Solutions & Branding on Amazon
❏ Trends & Predictions for 2018
❏ Live Q&A
Copyright 2017 - 2017, The Year of Amazon

8.
Amazon’s Advertising Landscape
In 2017

9.
What Were Some Notable Changes For Amazon Sellers In 2017?
Copyright 2017 - 2017, The Year of Amazon
HSAs available in Seller Central Discontinuing right rail SP Ads

10.
What Were Some Notable Changes For Amazon Sellers In 2017?
Copyright 2017 - 2017, The Year of Amazon
Amazon’s expanded advertising on Google PLAs

11.
Continued Focus on Servicing Marketplace Sellers...
What Are Some Trends We’ve Seen From Amazon Specifically?
Copyright 2017 - 2017, The Year of Amazon
… Which Now Represents ⅓ of Amazon’s Revenue!

12.
Amazon Has The Largest Ad Spend Of The Big Online Retailers
Copyright 2017 - 2017, The Year of Amazon

13.
Amazon Mainly Advertises Their Own Products, Not Their Partners’
Copyright 2017 - 2017, The Year of Amazon

14.
Amazon’s Overall Growth,
Expansions, & Successes

15.
What Are Some 2017 Amazon Successes?
Copyright 2017 - 2017, The Year of Amazon
➢ Prime Day 2017 sales surpassed 2016 Black
Friday and Cyber Monday.
➢ Prime Day grew more than 60% YoY
60%
Prime Day 2017
Prime Day
2016
Source: https://www.retaildive.com/news/amazon-devoured-55-of-black-friday-online-orders/511719/
12.5m
transactions on
Thanksgiving
Everyone
else
Amazon
13m
transactions on
Black Friday
Everyone
else
Amazon
➢ Amazon accounted for 55% of transactions on
Black Friday 2017
➢ Amazon accounted for 45% of orders on
Thanksgiving

16.
Marketplace Growth
Copyright 2017 - 2017, The Year of Amazon
What makes leading marketplaces grow
is the ability to offer additional services
which both incentivize new sellers to join,
and help existing ones to scale.
❏ Advertising
❏ Fulfillment
❏ Lending
❏ Third-Party Services
Ecosystem

17.
Amazon Purchases Whole Foods To Expand In Fresh
Copyright 2017 - 2017, The Year of Amazon

18.
Walmart Challenges Amazon On Price
Copyright 2017 - 2017, The Year of Amazon
Using Market Track eCom pricing data, we tracked the daily average price of an online basket of
21 popular gifting items across four retailers – Amazon, Target, Walmart and Best Buy – to see if
Amazon is consistently the lowest priced option in the market. While Amazon typically wins on
price, Walmart is the only retailer that is consistently competitive.

19.
Creative Branding Solutions &
Branding On Amazon

20.
How Has Amazon Supported Brands?
Copyright 2017 - 2017, The Year of Amazon
Source: https://www.operationroi.com/2017/06/amazon/a-plus-detail-pages-vs-enhanced-brand-
content
Enhanced Brand Content & A+ Content
➢ Amazon claims using A+ content increases sales 3-10%

21.
How Has Amazon Supported Brands?
Copyright 2017 - 2017, The Year of Amazon
Brand Registry 2.0 New Amazon Stores

22.
New Amazon Store Example
Copyright 2017 - 2017, The Year of Amazon
Source: Amazon Marketing Services

23.
What Changes Are We Seeing For Sellers?
Copyright 2017 - 2017, The Year of Amazon
Private Label
Seller goals and expectations are changing as
the landscape changes
Online Arbitrage
Retail Arbitrage
But, does success in OA and RA imply success in PL?

24.
Approach Amazon Categories With Caution
Copyright 2017 - 2017, The Year of Amazon

25.
Echo Changing The Need For Strong Branding
Copyright 2017 - 2017, The Year of Amazon

26.
Trends & Predictions For 2018

27.
What Are Some Predictions We Foresee For 2018?
Copyright 2017 - 2017, The Year of Amazon
➢ Growing importance of Mobile
➢ More parity between 3P sellers & vendors
➢ Increased competition in advertisement
➢ Continued enhancement of advertisement capabilities
➢ Amazon owning the last mile of logistics

28.
Prediction For 2018: Pharma
Copyright 2017 - 2017, The Year of Amazon

29.
Questions?
Copyright 2017 - 2017, The Year of Amazon
Pat Petriello
Head of Marketplace Strategy
Allyson Dietz
SVP, Solutions
Kevin Weeks
Sr. Director of Business Dev &
Partnerships