The document provides an expert report on using Amazon data for last-minute holiday optimizations. It discusses the 2021 holiday shopping landscape including inflation, logistics issues, and manufacturing woes. It analyzes Amazon data on how the shopping season may unfold, noting demand may outstrip capacity again and shoppers are nervous after 2020 delays. The document then provides recommendations in four key areas - inventory, SEO, advertising, and promotions - for last-minute optimizations, including increasing inventory, optimizing listings, running promotions, and taking a phased advertising approach.

1. Using Amazon Data
for Last-Minute
Holiday
Optimizations
EXPERT REPORT

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
ANDY TAYLOR
VP Research
BRENNA HUGGINS
Senior Account Manager,
Softlines
PRATEEK HARALALKA
Head of Customer Success

6. Agenda
● The 2021 Holiday Shopping Landscape
● From the Data: How will the Shopping
Season Unfold?
● Last Minute Optimizations
Fulfillment + Inventory
Promotions + Merchandise Strategies
Data-Driven SEO & Advertising
6

7. What is your biggest pain point
this holiday season?
● Inventory and fulfillment challenges
● Advertising costs
● Challenges with promotions
● Something else - tell us in the chat!
POLL QUESTION

8. The 2021 Holiday
Shopping Landscape

9. Total Retail: 2019 vs 2020 vs 2021
You can see:
● Dip in April 2020
● The recovery by June of 2020
● And how much higher 2021 is
trending

10. Growth: Physical Retail vs eCommerce
In Q2 2020, eCommerce got a huge
boost from COVID:
40%+ vs -10%
1 year on, in Q2 2021, the tables have
turned:
10% vs 30%+

11. Which Categories Won in 2020?

12. The 2021 Holiday Landscape
Container Prices 4x That in
January, 2021 - Freightos.com
Acute Shortage of CDLs - Walmart
Offering $160k/yr
LOGISTICS
Retailers Already Offering Deals
Expect Shopping To Continue Well Into January
LONGER
HOLIDAY
SEASON
Digital Inflation of 3.3% in
September - 1st Time Ever!
Overall Inflation of 5.2%
Fall in Savings from 9.2% to 7.5%
INFLATION
Lower Output From Chinese Factories
China’s Zero-Covid Policy Impacting
Ports
MANUFACTURING
WOES
12

13. How will the shopping
season unfold?
From the data
13

14. October Prime Day Created a New Q4 Holiday in 2020

15. Ad Click Value Slumped in the Third Week of December
2020
Was demand pulled forward by October Prime Day? Or was it all just shipping fears?

16. Demand Might Outstrip Capacity Once Again

17. Shoppers Still Nervous from 2020 ‘Shipageddon’?
Source: 2021 Tinuiti Holiday Shopper Survey
57% of shoppers expect to start shopping on or before Thanksgiving,
compared to 48% who expected to do the same in 2020

18. It’s no Prime Day, but Amazon launched Black Friday
Deals Already
Target also ran their ‘Deal Days’ event from Oct 10-12, as retailers push consumers to shop earlier

19. Advertisers still seeing huge CPC growth heading into Q4

20. Advertisers still seeing huge CPC growth heading into
Q4...across categories
CPC is still growing across most of the product categories we’ve studied

21. Advertisers still seeing huge CPC growth heading into
Q4...across borders
CPC growth is even stronger internationally than in the US

22. Cyber Weekend Will Be Pricey, but Worthwhile

23. Fulfillment + Inventory
Last Minute Optimizations
23

24. Inventory Coverage
SELLER CENTRAL
● Send an FBA Bulk Up Order to cover season
● Protect your listings with backup inventory on MFN
*Don’t forget to input realistic ship windows for your
warehouse
VENDOR CENTRAL
● Send bulk up order through Born to Run on top
sellers
● Cover Amazon’s out of stock with drop ship listings

25. What if I Have Inventory Issues?
OUT OF STOCK
● Identify inventory pockets you do have instock
● Pivot merchandising and marketing levers to drive
traffic to this inventory
● Slow down or turn off marketing for out of stock
items
● Position inventory to be a replacement for top
sellers through bundling, promotion, price change
etc
25
SLOW SELLERS
● Identify items with low sell through
● Pivot merchandising and marketing levers to drive
traffic to this inventory
● Promote early
● Bundle with top selling

26. Promotions +
Merchandise Strategies
Last Minute Optimizations
26

27. Promotions
COUPONS
Definition: High visibility on the search results page with the
coupon badge. Shoppers engage by “clipping” the coupon to
apply discount
Eligibility: Minimum 20% off discount + good reviews
LIGHTNING DEALS
Definition: Limited quantity deals that run for several hours on
the event page
Eligibility: Minimum 20% discount off the lowest price in last
30 days or last year to date
7-DAY DEALS
Definition: Price discounts featured on the event page
that run throughout duration of the event
Eligibility (Sellers only): Minimum 15% discount off
lowest price in last 30 days or last year to date
BEST DEALS
Definition: Limited quantity deals that run for 14 days
on the event page
Eligibility (Vendors only): Minimum 15% off discount
off the lowest price in last 30 days or last year to date

28. Merchandising Fundamentals
Images
● Use all image slots
● Get creative
● Consider using video
Everything on the detail page is free real estate to add search optimization
and promote your product and brand
Variations
● Fix any issues right away
● Don’t change in Q4
Bullet Points
● Put important conversion details at
top
● Have SEO content in the rest
Title
● Ensure they are
search optimized
● Max out characters

29. 29
Amazon A+ Content
What is Enhanced Marketing Content?
● Enhance product detail pages with
additional text and images.
● Premium branded placement below the fold
on your Amazon detail page.
● Packages the listing together and helps
distinguish your products as premium.

30. Merchandising Levers at your Disposal
Comparison chart to
A+ content
Amazon Posts*
Brand Store*
30
Brand Story*
*Brand Registered

31. Data-Driven SEO &
Advertising
Last Minute Optimizations

32. 32
The Dynamics Around the Key Search Terms

33. 33
“Holiday Gifts” - Diving Deep

34. Holiday Advertising - What to Expect
Change in Ad Spend: October 1st - 7th vs October 26th - November 1st
2021
Sponsored Product Ads Sponsored Brand Ads Sponsored Display Ads
(23.08%) (22.95%) (15.58%)
2020
Sponsored Product Ads Sponsored Brand Ads Sponsored Display Ads
(5.11%) NA +7.87%
October Last Week vs November Last Week
2020
Sponsored Product Ads Sponsored Brand Ads Sponsored Display Ads
+69.18% +54.80% +63.74%
Percentage increase in CPC between September end & October end
Keywords: 'gift', 'gifts', 'holiday', 'holidays', 'christmas'
2020 12%
2021 14%
Clearly, that wasn't big. However, when comparing
October 2020 & October 2021, CPC increased by 80%!
Good news! There’s still time!
As seen on this table, the game really only
begins in November!
Retailers actually reduced their Ad Spend!

35. The Phased Approach to Advertising
NOW: START!
● Test - Creatives,
Products,
Keywords, Bids
● Get The Flywheel
Going
● Awareness +
Brand Video Ads
● Medium PPC
Investment
●
TURKEY 5
● Go Big
● Defense
● Conquesting
● Remain Agile
○ Inventory
○ Competitors
● Heavy PPC
Investment
DECEMBER
● Defense
● Conquesting
● Messaging
○ Last Minute
Gifting
● Liquidate
● Low PPC
Investment
35

36. Overall Framework
NOW: START!
● Test - Creatives,
Audiences,
Products,
Keywords, Bids
● Get The Flywheel
Going
● Awareness +
Brand Video Ads
●
●
TURKEY 5
● Go Big
● Conquesting
● Remain Agile
DECEMBER
● Messaging
● Liquidate
36
Source: Feedvisor

37. Next Steps
37

38. Key Takeaways
● The 4 Focus Areas:
○ Inventory
○ SEO
○ Advertising
○ Promotions
● Shoppers are expected to shop earlier - make sure you’re
there to meet them in the early days of the holiday
shopping season
● Amazon Ads pricing is much higher than it was last year -
set expectations and budgets accordingly
● Harvest learnings from Prime Day 2021 & Q4, 2020
● Pick your battles carefully and remain agile

39. Schedule Your
Consultation
with an Amazon
Expert

40. Q&A

42. Thank you!