Amazon Vendors, it is time to take control of your brand identity, advertising & search rank. If you want to drive discoverability, compel conversions & escalate sales, the time is now to take full advantage of Amazon’s Advertising Flywheel. Some Topics We’ll Discuss: Comprehensive breakdown of Amazon’s advertising ecosystem Discerning factors that influence when to invest in AMS & AAP Advantageous leverage of flywheel platforms to generate demand Momentous interconnection of paid, owned and earned media Data-backed approach to AMG ad spend allocation Don’t Miss Out—We’ve brought in e-commerce expert, Skubana’s Chad Rubin, and Amazon Marketplace guru, CPC Strategy’s Leo Carrillo, to unpack all aspects and potential benefits of Amazon’s Advertising Flywheel.

1. Master Amazon’s Vendor Advertising
Flywheel: From AMG To AMS & AAP

2. Leo Carrillo
Lead Senior Marketplace
Channel Analyst
Chad Rubin
CEO & Co-Founder
Today’s Speakers

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

4. Overview
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
About CPC Strategy

5. THE OPERATING SYSTEM OF COMMERCE
The Ultimate Hybrid 1P & 3P Solution
About Skubana
INTEGRATIONS
...Including ALL Amazon Marketplaces,
DE, CA, UK, MX, ES, CN and more!

6. Today’s Agenda
● Considering your Conversion Rate
● Amazon Vendor Advertising Ecosystem
● When and why to invest in AMS & AAP, and AMG
● How to best leverage Amazon’s advertising platforms
● Measuring Amazon your advertising success

7. Conversion Rate Check-Up

8. (Units Ordered + Units Ordered [B2B]) / Page Sessions X 100 = CVR
Business Reports > Detail Page Sales & Traffic by Parent Item
Finding Amazon ASIN CVR
Sessions Amazon CVR (%)(Total order
items + total
order items b2b)
/ =

9. Understanding Your CVR

10. Benchmark Data

11. Good CVR Amazing CVR 1-800
Flowers
Your Average
Target
3% 5 % 17% 6-8%
Benchmark Data

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Breaking Down the Amazon Vendor
Advertising Ecosystem

13. Copyright 2017 - Q4 Amazon Virtual Summit
Amazon Media Group
● Vendor offering division for premium advertising
● Amazon Marketing Services
○ Search advertising
● Amazon Advertising Platform
○ Display advertising
Differentiating AMG, AMS & AAP

14. AMS vs AAP
AMS, Search Advertising
● Self-service ads on Amazon
● CPC model for keywords
● Fuels discoverability
AAP, Display Advertising
● Targeted banners on and off Amazon
● CPM model for reach
● Fuels awareness

15. Why should you invest in Amazon
Advertising platforms?

16. Advertising Impacts Amazon Flywheel

17. The Power of AAP
● Leverages real-time customer data on and off Amazon
● Increases visibility
● Potential raises sales volume
182 Million
Monthly visitors
in the US
Hundreds of
Millions
Of products are
sold on Amazon
Billions
Of shopping
behaviors are
captured
70%
Amazon
customers never
click past first
page of results

18. The Power of AMS
Why is AMS so powerful?
● Customers are actively searching
● Increased product visibility
● Organic in position
● Efficient ROI, more control
PurchaseIntent
Low
High
Headline Search Ads
Sponsored Products
Product
Display
Ads

19. AMS in Action

20. What about AAP’s Power?
● Increased product discoverability
● Follows Amazon customers externally
● Efficiently buy and manage display ads
The Power of AAP
IMDB
Zappos
Open
Exchanges
Dynamic Ads
Skyscraper BannersIn-stream Videos
Billboard Banner
Leadership Banner

21. Copyright 2017 - Q4 Amazon Virtual Summit
AMS & AAP: Better Together
Brands running AMS and AAP campaigns together see higher volumes of
brand searches and organic brand impressions

22. When to invest in AMS & AAP, and AMG

23. Amazon Advertising Funnel

24. How to best leverage Amazon’s
advertising platforms

25. AMS? Push to Your Storefront

26. Storefront Custom URLs

27. Storefront Analytics

28. ● Keyword dense but consumer friendly
● Backend keywords
Keyword Toolbox for Organic & PPC

29. Keywords for Organic & PPC

30. Always Be Harvesting “ABH”
Amazon’s
Free
Suggestion
Expander
Keywords for Organic & PPC

31. The Search Term Report

32. The Search Term Report

33. Measuring Amazon advertising success

34. TARGET ACOS BREAK EVEN ACOS
What Is a Good ACOS?

35. Know Your Margin Profile

36. Know Your Margin Profile

37. Get a Solid ACOS

38. Get a Solid ACOS

39. Do What Sellers Are Doing

40. Develop Sensitivity Analysis

41. Advance
Shipment
Notification (ASN)
Direct
Fulfillment
Drop Shipment
Packaging /
Preparation
Receive Process Transportation
Breaking Down Every Chargeback Fee
Purchase Order
(PO)

42. To The Core

43. Correlation Analysis

44. Correlation Analysis

45. Set Targets & Track Accountability

46. Today’s Recap
● Considering your Conversion Rate
● Amazon Vendor Advertising Ecosystem
● When and why to invest in AMS & AAP, and AMG
● How to best leverage Amazon’s advertising platforms
● Measuring Amazon your advertising success

47. BONUS OFFER
❏ DISCOUNT CODE: IMREADY for 15% off of
SKUBANA for the LIFETIME of your account
❏ EMAIL ME: Chad@skubana.com
❏ Offer expires in 24 HOURS

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CPC Strategy’s Amazon Vendor Audit is an in-depth 60-minute analysis and assessment of your
brand’s existing Vendor Central account, advertising programs, product order (PO) volume, and
profitability metrics.
bit.ly/Vendor-Flywheel-Evaluation

49. Leo Carrillo
Lead Senior Marketplace
Channel Analyst
Chad Rubin
CEO & Co-Founder
Questions for Today’s Speakers?