CPC Strategy & data automation leader Webgility, will reveal insider secrets for identifying your MVD (most valuable data) on Prime Day and how to glean actionable insights from the world’s largest marketplace. Join us as we look to prime your profits and prepare for serious holiday shopping success.

1. Prime Your Amazon Profits for the
Holiday Shopping Season

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. About Webgility
● Webgility connects and unifies e-commerce
systems—stores, inventory, shipping,
accounting—so multi-channel sellers can
have better perspective of their financials
and make smarter decisions.
● Our e-commerce automation software
Unify helps online retailers
○ Improve accuracy and productivity
○ See and understand their financials
○ Increase profit margins

5. Today’s Event Speakers
Pat Petriello
Head of Marketplace Strategy
Melanie Kalemba
Sr. VP of Partnerships &
Business Development

6. Today’s Agenda
❏ What Happened on Amazon Prime Day?
❏ Increasing Conversion Rates Through Enhanced Brand Content
❏ Maximize Amazon Holiday Positioning & Sales for an Overstock-Free January
❏ How to Protect Your Margins & Streamline Operational Workflows
❏ The Essentials of Financial Pre-Holiday Preparation
❏ Live Q&A

7. So, What Exactly Happened on
Amazon Prime Day?

8. So, What Exactly Happened on Amazon Prime Day?
The Prime Day 2017 event grew by more than 60 percent compared to the same 30 hours last year,
and sales growth by small businesses and entrepreneurs was even higher.
Global Highlights from Prime Day 2017
● A record number of Prime members shopped across 13 countries.
● Prime members purchased seven times more Amazon Echo devices globally than on Prime
Day 2016.
● Members saved hundreds of millions of dollars on product discounts globally, compared to
the already low prices offered to non-Prime customers.
● More than 3.5 million toys were purchased by customers worldwide on Prime Day 2017.
● Tens of millions of customers used the Amazon App on Prime Day. Customer orders on the
Amazon App more than doubled this Prime Day compared to last year.
Source: http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2286018

9. So, What Exactly Happened on Amazon Prime Day?
What Happened with Sponsored Products?

10. So, What Exactly Happened on Amazon Prime Day?
What Happened with Sessions?

11. So, What Exactly Happened on Amazon Prime Day?
What Happened with Sales?

12. POLL

13. Increasing Conversion Rates Through
Enhanced Brand Content

14. ENHANCED BRAND CONTENT

15. EBC 101
• Only for Brand Registered third-party sellers
• Select Enhanced Brand Content from the Advertising dropdown
in Seller Central
• Can be an effective driver of detail page conversion rates, both
for paid and organic traffic
• 5 customizable templates supporting images and text, not video
• Typically accepted/rejected within 2-5 days of submission
• Currently no fee to set up but Amazon will charge in the future
ENHANCED BRAND CONTENT
cpcstrategy.com/amazon-enhanced-brand-content

16. EBC 101 (Continued)
Visually replaces your text Product Description, but
description still remains indexed
Common Assortment of Images:
• Product Feature Images (PFI): shows off a specific
aspect of the product (ex. technology, material)
• Lifestyle Images: image of product in use or of a
branded setting (photography, no white backgrounds)
• Branded Headers: brand logo
• Templates: templates #3 and #4
ENHANCED BRAND CONTENT

17. Success Story: Polaris Optics
ENHANCED BRAND CONTENT

18. 25-day Prior vs. 25-day Post
• Avg. conversion rate before: 12%
• Avg. conversion rate after: 18%
• Delta = +6 point increase in detail page CVR
for that ASIN
Takeaway
Marginal increases in CVR can significantly impact
sales volume over the short-term

19. Calculating Return (Example Scenario)
• You’re currently seeing a 12% CVR on your detail page without EBC
• Your product is at a $75 price point
Example: You see 1,000 sessions over 15 days
Without EBC = 120 orders, $9000 revenue
With EBC: +2 point increase
14% CVR = 130 orders, $9750 revenue (additional $750)
+$750 every 15 days → +$18,250 over 1 year
Takeaway
Marginal increases in CVR can significantly impact sales volume
over the long-term, inevitably becoming a net positive
investment
With EBC: +4 point increase
16% CVR = 160 orders, $12,000 revenue
+$3,000 every 15 days → +$73,000 over 1 year

20. Maximize Amazon Holiday Positioning &
Sales for an Overstock-Free January

21. Set yourself up for success
○ Leverage the Virtual ERP for e-
Commmerce
○ Optimize all workflows
○ Sell on channels that complement
each other
○ Use historic and real time data to
inform holiday strategy
Maximize Amazon Holiday Positioning & Sales for an Overstock-Free January
Integrate, Aggregate, and Automate

22. How to Protect Your Margins & Streamline
Operational Workflows

23. Business systems
must work together
● Accounting
● Stores and marketplaces
● Inventory
● Shipping and fulfillment
● CRM or email marketing
How to Protect Your Margins & Streamline Operational Workflows
Get the most of
your data transfer
● Sync
● Schedule
● Track
● Validate
● Analyze

24. The Essentials of Financial Pre-Holiday
Preparation

25. ● Build strong solid foundation
○ Close out books from previous year
○ File those taxes
○ Look at what you owe
○ Review Amazon Prime fees
(promos, sales, fulfillment, etc.)
The essentials of financial pre-holiday preparation
Set yourself up for holiday success

26. The ghost of Christmas past
● Study your trends
● Popular vs. profitable items
The ghost of Christmas present
● Understand your data from Prime Day
and adjust for the holiday season
● Add necessary resources
The ghost of Christmas future
● Update your books
● Collect Receivables/Pay Payables
● Plan your purchasing and negotiate with vendors
● Strategize free shipping options
The essentials of financial pre-holiday preparation

27. Questions for the Experts?
Pat Petriello
Head of Marketplace Strategy
Melanie Kalemba
Sr. VP of Partnerships &
Business Development