Competition continues to heat up, and in order to stay ahead of your competitors you must implement the most complex and innovative marketplace strategies to push your sales & profits to new heights in 2018. Don’t Miss Out—Join 4 of the leading Amazon industry experts as they dive into growth strategies to jumpstart your sales.

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2018 Amazon Marketplace
Growth Strategies Roundtable

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

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Overview
Founded in 2015
Over 100,000 users
Leader in the Amazon SaaS Space
“The Most Useful Amazon Software in the Space” - Huffington Post
Solutions
Product Research Software
Identifies profitable opportunities on Amazon
Amazon Seller Educational Resource
About Jungle Scout

5. Overview
Founded in 2015
#1 Solution for Split Test Automation on Amazon
Over 12 million sales A/B tested
THE MOST POWERFUL SUITE OF OPTIMIZATION TOOLS FOR AMAZON PRIVATE LABEL SELLERS
Solutions
A/B Testing for Amazon Sellers
Keyword Ranking Data
Automated Repricing Tools
About Splitly

6. Overview
Founded in 2017
#1 Accounting Software for Amazon Sellers
93% of customers say Fetcher is essential for
running their Amazon business
SELL MORE PRODUCTS, EARN BACK HOURS, AND KNOW YOUR ACCURATE METRICS
Solutions
Product Breakdown per ASIN
PPC Cost and Sales Analysis
COGS Tracking and Calculations
About Fetcher
“Before Fetcher, I was using spreadsheets and didn’t have a solid grasp on my Amazon business
financials. It was tough with Seller Central and too time consuming to figure out myself. Fetcher is
now the first and last stop in my daily routine. I can get all the numbers I need instantly.”
– Scott Voelker, TheAmazingSeller.com

7. Pat Petriello
Head of Marketplace
Strategy
Today’s Speakers
Greg Mercer
Founder
Andrew Browne
Co-Founder
Shane Stinemetz
Director

8. Today’s Agenda
● Changes to the Marketplace in 2017
● Amazon Advertising
● Listing Optimization
● Organic Ranking
● Profit Analytics

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STACK TEXT ROW 2Changes to the Marketplace in 2017

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Changes to the Marketplace
HSAs available in Seller Central Discontinuing right rail SP Ads

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Changes to the Marketplace
New Brand Registry New Amazon Stores

12. Changes to the Marketplace
Multistate Tax Commission Initiatives
How state taxes affect US Amazon sellers and what you can do to
protect yourself from penalties and fines.

13. Changes to the Marketplace
Amazon Early Reviewer
Program
● In 2016, Amazon ended
incentivized reviews…
● … only give them back in
2017 with their own
program.
● Is the ERP effective?

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15. Amazon Advertising
Goal #1: Volume + Speed
● You can grow volume quickly by
maximizing exposure &
impressions through aggressive
bidding, but you're going to
sacrifice efficiency (higher ACOS).

16. Amazon Advertising
Goal #2: Efficiency + Speed
● You can increase efficiency
(reduce ACOS) quickly by cutting
out wasted spend which entails
cutting bids on inefficient
keywords & pausing poor
keywords altogether.

17. Amazon Advertising
Goal #3: Volume + Efficiency
● You can increase both volume &
efficiency in any advertising
campaign, but not on day 1.

18. Amazon Advertising - Keyword Research
Amazon Search Term Report: An Advertiser’s Best Friend

19. Amazon Advertising - Keyword Research
Using Reviews for Keyword Research
● Amazon’s algo puts the
most relevant reviews at the
top.
● By targeting the keywords in
the reviews and using them
in your own listing, you will
increase your product’s
change of being discovered.
● Additionally, the reviews will
help conversions for your
product; if they see the
words they used to find
your product, the customer
is more likely to purchase.

20. Amazon Advertising - Keyword Tracking
● Track your keyword data and
optimize accordingly
● Don’t be afraid to cut Non-
performing keywords
● Double down on what works
● Use research data to track new
keywords
● Track your products over a period of
time (Not just a week or two)

21. Amazon Advertising - Actual Cost of Sales (ACoS)
Know your ACoS Break Even Value and create a ACoS.

22. Amazon Advertising - Actual Cost of Sales (ACoS)
CRAFTING THE PERFECT ACOS STRATEGY

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24. Listing Optimization - It’s 100% Necessary
REMEMBER
At the end of the day, it’s all about
converting the maximum amount.
Stop thinking about listing optimization
as a chore, but more as an investment
that will pay you back.

25. Enhanced Brand Content and A+ Content are available to sellers/vendors and allow you to replace (EBC) or
supplement (A+) text with a visual Product Description.
Listing Optimization - EBC and A+ Content
A+ ContentEnhanced Brand Content

26. Listing Optimization - Shane’s Tips
SHANE’S 3 LISTING OPTIMIZATION TIPS
1. COMPELLING CONTENT > UNIQUE CONTENT
1. NAIL THE PRODUCT TITLE
1. MONITOR REVIEW DISPLAY (4.5 OR BETTER)

27. Listing Optimization - The New Brand Registry
BENEFITS/FEATURES OF THE NEW BRAND REGISTRY
Brand Protection
The easiest way to
cut back on hijackers
and scammers is to
protect your
products through the
brand registry.
Upgrades
Brand registered
products have access
to Enchanced Brand
Content, Storefronts,
and Headline Search
Ads.
More Leverage
You have more
control over your
product and a lot
more influence in
seller support
decisions.

28. Listing Optimization - Testing Different Listings
If you’re not split testing your products, you’re throwing money away.

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31. Organic Ranking - Amazon Best-Seller Badge
HOW TO GET THE BADGE:
● Use promotional products to accelerate organic rankings
and potentially earn Best Seller badges.
● When performing product research, look for sub-categories
that are easier to launch in. For example, a garlic press might
do better in GARLIC KEEPERS vs GARLIC PRESSES.
● Observe average sales volume for top selling products using
the Jungle Scout web app. That’s your goal.
BENEFITS:
● Best seller badges may increase conversion rates.
● Best seller badges may increase organic ranking which will
reduce advertising costs.
● Sales volume may increase as much as 25%.

32. Organic Ranking - Rank Tracking
THE IMPORTANCE OF RANK TRACKING
● Knowing your rank gives you
a greater understanding of
how well your product is
performing.
● Products fluctuate over time.
Look at long term trends vs
short term changes.
● See how well promotional
and PPC campaigns affect
your ranking.

33. Organic Ranking - Ranking Pays
Amazon is the largest product
search engine in the world.
● More exposure than
anywhere else. Over 3 billion
users per month.
● High conversion rates.
● Rank high on Amazon and
you’ll rank high in the world.

34. Listing Optimization
Amazon wants to rank
the products that will
generate the most
profit for them.

35. Listing Optimization
Therefore:
● Focus on conversion rate.
● Price well; pay attention to your
competitors.
● When conversions go up, ranking
goes up.
● When ranking goes up, sales go
up.

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37. Profit Analytics - Inventory Projections
Make Inventory Projections and Avoid
Stockouts
● Find the right balance between
“too much inventory” and “too
little.”
● Look ahead to “big selling” days
(Prime Day, Black Friday, holiday
season).
● Be cognizant of long term
storage fees; too much
inventory can hurt your profits.
● But don’t order too little!
Running out of stock can
damage your product’s ranking.
● Know your manufacturer’s lead
times and account for holidays
(Chinese New Year).

38. Profit Analytics - 3 Simple Way to Increase Profits
Split Test Often
● Increase profits by
50% or more
● Account for market
changes
● Don’t miss out on
opportunities
Sell Globally
● Expanding your
markets can double
profits
● Some markets have
new and better
opportunities
Know Your Numbers
● Data is key to driving
profits
● Things change; track
your key metrics
● Get the right tools--
they always pay
themselves off!

39. It only takes a few minutes
each week and it will increase
your profits.
● Profit and Loss
Statements
● Cash Flow Statements
● Balance Sheets
● Keyword Tracking
● Product Profitability
Analysis
Profit Analytics - Track Critical Metrics

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Schedule Your Complimentary
Amazon Strategy Evaluation
CPC Strategy’s Amazon Strategy Evaluation is a complimentary 60-minute analysis and
assessment of your Amazon Seller Central account, advertising programs, product order volume,
and profitability metrics.
What Now?
SCHEDULE MY EVALUATION

41. Pat Petriello
Head of Marketplace
Strategy
Questions for Today’s Speakers?
Greg Mercer
Founder
Andrew Browne
Founder
Shane Stinemetz
Director