2020 is coming to an end, and this year has seen no shortage of updates for Amazon sellers, vendors, and advertisers. In this webinar, we’ll run through the most important advertising, operational, and review updates that Amazon rolled out in 2020 so you can stay ahead of the curve in 2021 and capitalize on these changes. Join Tinuiti, Skubana, and eComEngine as we unpack the latest features in the advertising platform, changes in logistics, and more.

1. 2020 Amazon Updates to Advertising,
Operations, & Reviews
What We Learned and How it Impacts 2021 Amazon Strategy

2. Today’s Logistics
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
● Submit questions for live Q&A
Analicia Santaella
Partner Marketing Manager

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. Today’s Speakers
Aaron Gooden
Associate Director
Marketplaces
Gina Tirelli
Partner Marketing Manager
Colleen Quattlebaum
Marketing Manager

5. Agenda
1. Deep dive into the latest updates in Amazon Advertising
2. Changes in features and formats to Sponsored Brands & DSP
3. Updates on fulfillment options and operations
4. How to offset increase FBA costs
5. Tips to maintain a healthy IPI score in 2021
6. Updates to Amazon Communication Guidelines in 2020

6. Poll Question
What is your biggest priority going into 2021?
● Advertising
● Operations
● Inventory Management
● Reviews
● Other

7. Deep Dive Into the Latest Updates in Amazon
Advertising Strategy

8. Sponsored Products - Top Categories Trend (through Q3
2020)
Grocery and gourmet
food advertisers continue
to see strong demand
during COVID-19.

9. Sponsored Products - Prime Day 2020
The value of
Sponsored
Products ad
clicks is up more
than 50% during
Prime Day.
Amazon Ad Console

10. Sponsored Brand Video Utilization
Adoption of
Sponsored
Brands video ads
is exploding in
2020.

11. Sponsored Brand Video vs Static
Video
outperforms
static image ads
in Sponsored
Brands for many
advertisers.

12. ● Sponsored Brands video ads are quickly becoming an
important part of building a robust Amazon advertising
effort, and in Q3 2020 accounted for 26% of all Sponsored
Brands spend for those advertisers deploying video.
● 1 in 5 Amazon visitors have made a purchase as a result of
watching a brand or product video
Sponsored Brand Video
Amazon Ad Console
Tips & Tricks:
1. Know your audience
2. Show your product
3. Keep it brief and focused
4. Optimize video for ad format
5. Consider the loop of your video at the end

13. Sponsored Display Utilization
Amazon Ad Console
Sponsored
Display spend
continues strong
Q/Q growth.

14. Demand-Side Platform (DSP)
Amazon DSP
Campaigns
targeting
Amazon
audiences
account for 97%
of Amazon DSP
ad spend.

15. 15
Always ON-Method
Amazon DSP
Top Seller
Identify top performing
category of products.
Analyze & Optimize
Select other products
that are in your catalog.
Goal Specific
Ask yourself, is this
performing well and
meeting the target
metrics you set?

16. Amazon Attribution
Amazon Attribution
Brands are
increasingly
using Amazon
Attribution to
better
understand the
impact of their
marketing
efforts.

17. It’s nice to
meet you
I help direct-to-consumer brands
and marketplace sellers manage
their multichannel operations.
GINA ELLISON | SKUBANA

18. B2C
MKPL
POS B2B
3PL
ACCT
WMS
FBA
O R D E R M A N A G E M E N T S H I P P I N G P U R C H A S I N GI N V E N T O R Y
Sales Channels
Back-office systems

19. Skubana helps today’s companies
deliver on their promises
OUR CUSTOMERS

20. .Building a Brand.
.on Amazon in 2021.
Taking advantage of new branded shopping experiences,
plus strategies to offset fulfillment disruption.
It’s now easier than ever!

21. .Showcasing.
.Your Brand.
.on Amazon.
.Brand Stores.
Amazon Stores allow you to create D2C
experiences within the marketplace.
☑ Originally released in 2017
☑ Allows sellers to build a branded shopping experience

22. .Showcasing.
.Your Brand.
.on Amazon.
.Brand URL.
amazon.com/Tushy

23. .Showcasing.
.Your Brand.
.on Amazon.
.Photography.
New engagement and discoverability
opportunities for branded “Store” experiences.
☑ Shoppable collection images and images with text.
☑ New ways to link back to your branded “Store”

24. .Showcasing.
.Your Brand.
.on Amazon.
.Inventory.
New engagement and discoverability
opportunities for branded “Store” experiences.
☑ Publish updates at scheduled dates and times.
☑ Automatically hide any products that are out of stock

25. .Showcasing.
.Your Brand.
.on Amazon.
.Search.
Engage shoppers in an end-to-end environment
that's all about your brand.
☑ Stores haven’t had a path to discovery in the past.
☑ Include a branded link back to your store on ads, LPs and listings.

26. In a race to deliver the fastest, FBA and SFP have
both made updates to their policies.
☑ For the first time we saw Amazon issue inventory restrictions and
take steps to limit warehouse storage for certain sellers.
.Is FBA
.Becoming.
.Unsustianable?.
.2020 FBA.
.Limits.

27. To maintain a competitive edge Amazon’s goal is
nationwide one-day delivery.
☑ Starting February 2021, sellers must use shipping methods that
support Saturday delivery, have nationwide coverage, and meet
targets for one and two-day delivery promises.
.New Rules for.
.SFP Delivery.
.Seller-Fulfilled.
.Requirements.

28. Multichannel isn’t enough, you need to go
multifulfillment.
☑ 86% of top 10K sellers leverage FBA
☑ Increased burdens on global supply have made FBA unreliable.
☑ 3PLs now have the capabilities to support next-day delivery.
.One.
.Warehouse.
.Is Not Enough.
.Leveraging.
.3PLs.

29. All of your data
in one place.

30. 2020: In August, the IPI threshold for storage limits increased from 400 to 500.
2021: Q1 IPI and storage limits will be announced mid-December 2020.
Inventory Performance Index
IPI Threshold
➔
➔
➔
➔
Excess Inventory %
FBA sell-through rate
Stranded inventory
FBA in-stock rate

31. ● Review Inventory Performance dashboard
● Download Inventory Health Report
● Reduce unproductive inventory
● Use the Manage Excess Inventory tool
● Optimize listings
○ A+ Content can increase sell-through 5-10%!
● Invest in productive inventory
● Plan ahead
● Improve feedback rate and product reviews
Account Health Tips

32. Messages must:
● Be sent within 30 days of order completion
● Include the 17-digit order ID
● Be in the buyer’s preferred language
Amazon Communication Guidelines:
Updated Nov. 2020
Feedback & Review
Requests

33. ● New in Q4 2019
Request a Review Button

34. ● New in Q4 2019
● 100% Amazon Compliant
Request a Review Button

35. ● New in Q4 2019
● 100% Amazon Compliant
● Automation available in 2020
Request a Review Button

36. ● New in Q4 2019
● 100% Amazon Compliant
● Automation available in 2020
● Results from a random sample of 1200+ sellers:
Average daily reviews increased 41% in the first 10
days
Request a Review Button

37. More Sellers Use Request a Review

38. Prime Day: Impact on Reviews

39. New marketplaces:
● Sweden - Amazon.se
● Netherlands - Amazon.nl
Selling in UK? Prepare for Brexit
● Amazon notified 3P sellers of changes coming Jan 1, 2021
New Amazon Marketplaces in 2020
International
Expansion

40. Key Takeaways
Video assets will be the key to your 2021 Amazon
advertising strategy
Leverage your Store and fulfillment to drive end-to-end
branded experiences
Put an Account Health (IPI) and Review Strategy in place

41. Amazon IPI
Checklist
Amazon Messages:
Compliance
Checklist
Your checklists for 2021

42. A is for Analytics, B is for Bundling
can you guess what’s next?
Find out: https://bit.ly/EcommABCs
Bonus Content
Holiday
Prep from
A to Z...

43. Schedule Your 1:1
Strategy Evaluation

44. Live Q&A
Aaron Gooden
Associate Director
Marketplaces
Gina Tirelli
Partner Marketing Manager
Colleen Quattlebaum
Marketing Manager

45. THANK YOU!