This document provides an agenda and information for an expert webinar on preparing brands for success on the 2019 Amazon Prime Day. The webinar includes sessions on understanding Prime Day shoppers, strategic planning tips, inventory forecasting, gaining digital shelf leadership, and key metrics. It provides an overview of the event timeline and speakers. Poll questions are included to gauge participants' Prime Day preparation and plans.

1. The 2019 Amazon Prime Day
Expert Approach Series
How to Set Your Brand Up for Success

2. 10:00 - 10:45 am PT 12 - 12:45 am PT
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY SHOPPER
Today’s Timeline
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS
FOR BRANDS TO SUCCEED
JUNGLE SCOUT PRESENTS:
INVENTORY FORECASTING: HOW TO
SUCCEED ON PRIME DAY
11 - 11:45 am PT
2 - 2:45 pm PT1 - 1:45 pm PT
SALSIFY PRESENTS:
FUNDING AND FUNDAMENTALS:
GAINING DIGITAL SHELF LEADERSHIP
ON PRIME DAY
SKUBANA PRESENTS:
THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY

3. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

4. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Today’s Speakers
Tanya Zadoorian
Sr. Marketplace Channel Analyst

6. For those of you in the audience, how
many are experiencing their first Prime
Day?
Poll Question
● Yes
● No

7. Do you have any deals approved for
Prime Day?
Poll Question
● Yes
● No

8. Are you running some type of price
discount or coupon?
Poll Question
● Yes
● No

9. Agenda
Marketplace trends on Prime Day
Best Practices for Retail Readiness
Combination of advanced advertising tactics to implement before &
during Prime Day
Sophisticated advertising approach to reach your audience
Techniques to differentiate yourself against the competition

10. Prime Day Trends

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Why Prime Day?
● Get in front of millions of customers globally.
○ New Customer Acquisition
● ‘Christmas in July’
● Amazon invests heavily in demand generation
via TV ads and radio ads to promote this day.

13. Prime Day Marketplace Trends
● 5th Prime Day has evolved to Prime week.
● Marketplace growth across EU, Japan, Mexico, Australia,
India, and others.
● More advertising placements now than there was last
year.

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Questions To Consider
● Do you have deals/coupons scheduled and confirmed?
● Do you have a set advertising budget for July?
○ Is there opportunity to add additional budget (if needed)?
● What are your goals for Prime Day?
○ Tangible goals (if any).
● Any new products launching in June/July?
○ Proper expectations around new product launches (Retail Readiness).
● What products do you want to advertise?
● Do you have enough inventory to support Prime Day?

15. Advertising Trends
● Prime Day 2018 (July 16th) v. July 15th
○ 33% Increase in sales
○ 36% Increase in clicks
○ 49% Increase in spend
○ 65% Increase in Impressions
○ 10% Increase in aCPC
● Post Prime Week 2018 ( (July 15- 21, 2018) vs. (July 22 – 28, 2018)
● Impressions dropped -82.84%
● Clicks dropped -78.44%
● CTR increased +25.15%
● Average CPC increased +.95%
● Spend dropped -78.20%
● Orders dropped -81. 67%
● Sales dropped -82.27%

16. July Ad Console Advertising Sales
$3,600,000
$2,870,000
$2,057,000
$1,400,000
$710,000
Prime Day (16th & 17th)

17. Amazon is Constantly Changing

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Amazon is Rapidly Changing
Amazon Marketing Services
Enhanced Brand Content
Brand Registry
Seller Fulfilled Prime
AAP (Display) Incentivized Review Ban
Amazon Stores
ASIN Retargeting
Removing Incentivized Reviews
Aggressively Launching PL Brands
Off Amazon Attribution
DSP + Advertising Console Rebrand
Add PATs + EATS
Ad placement bidding, bidding portfolio
2016
2017
2018
2019
AMAZON CHANNEL OVERVIEW

19. Retail Readiness

20. Retail Readiness
● Inventory In Stock & Replenishable
● Goal of 15 Reviews
● Greater than 3.5 Star Rating
● Optimized Content
● Optimized Product Images
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews

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Comprehensive Detail Page
Title Bullet
Points
Detail Page
Imagery
Product
Descriptions
Enhanced
Content

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Develop Your Messaging Mix
Brand Messaging
● Tell your brand story
● Develop your brand aesthetic & tone
● Establish brand equity
● Communicate key elements of your brand
Product Messaging
● Communicate the main reasons to buy
● Describe product complexities
● Address product-related FAQs
Brand
Message
Product
Message

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Amazon SEO & Written Content
Title
Amazon Written Content consists of the optimizations of a products Title, Bullet Points,
and Product Description
Discoverability: Ensuring our listings are optimized for Amazon’s search algorithm
Buyability: Ensuring our content speaks to our product features in the highest
standard of the brand.
We believe that investing both in Advertising and into Content Optimization strategies
are necessary inputs to drive the discoverability and buyability cycle.
a
b

24. Advanced Advertising Tactics for
Prime Day

25. Product Listing Prominence is Crucial
AMAZON DIVISION
35%
of Amazon
Shoppers click on
the first product
featured on a
search page
81%
of clicks are on
brands on the
first page of
search results
70%
of Amazon
Customers never
click past the first
page of results.
The first three items
displayed in search
results account for
64%
of clicks
Promoting products via AMS that do not already rank one the first page for a core product
search is crucial to sales and product growth

26. New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.

27. PAT enables us to target audiences with ASINs, Categories, Price Range, Brands, Review Rating
● We identify which categories, brands, products & keywords to target
● We analyze search term reports to see which of your ASINs converted, then target them in conquesting Search campaigns.
Our Product Attribute Targeting (PAT) Strategy
Advertising Console: Sponsored Products & Sponsored Brands
Offensive strategy:
○ Placement = competitor’s listings
○ Advertise = your brand’s version
Defensive strategy:
○ Placement = your product listings
○ Advertise = similar product (sets, different size)

28. New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored Brand campaigns.

29. ● Identify keywords with the highest % of orders
new-to-brand
○ These keywords are targeting candidates for driving
new-to-brand orders
● Review the new-to-brand units and sales metrics as
these may identify keywords that generate new-to-brand
orders with higher price points and basket sizes
● Then target these customers, after 1 month via DSP
campaigns to drive S n S purchases
Reading The New to Brand Metrics
Advertising Console: Sponsored Products & Sponsored Brands

30. New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored Brand campaigns.
● Enhanced Auto targeting functionality.

31. Auto-targeting updates:
● We automatically target your ads based on keyword and products
● We can now adjust targeting options to meet your performance needs
● CAPx enables us to scale enhanced auto targeting more effectively
We leverage EAT for auto targeting strategies within campaign manager:
● Close match: search terms closely related to the product description
● Loose match: search terms broadly related to the product description
● Substitutes: shoppers looking for products which could be substituted
by the advertised product
● Complements: shoppers looking for products which are associated
with the advertised product
Enhanced Auto Targeting (EAT)
Advertising Console: Sponsored Products & Sponsored Brands

32. New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored Brand campaigns.
● Enhanced Auto targeting functionality.
● Placement Bidding

33. Adjust Bids by Placement
Top of Search (first page)
The top of search (first page) refers to the
sponsored products ads at the top row on the
first page of search results.
Bids can be increased up to 900% (or 10 times)
of your base bid.
Test placement
bidding incrementally
(in 25% increments).
Measure results at
each increase level
Pro Tip:

34. Adjust Bids by Placement
Pro Tip:
Product Pages
Product pages refers to sponsored products placements on the product
details page, and certain other placements off search results like the
add-to-cart page.
Bids can be increased up to 900% (or 10 times) of your base bid.

35. New Additions This Year In Advertising
● Sponsored Product - Product Targeting ads.
● New to Brand metrics for Sponsored Brand campaigns.
● Enhanced Auto targeting functionality.
● Placement Bidding
● Dynamic Bidding

36. Dynamic Bidding Strategies
Pro Tip:Dynamic Bids - Down Only
When you choose 'dynamic bids - down
only' strategy, Amazon will reduce your
bids in real time for clicks that may be
less likely to convert to a sale.
Campaigns created
before January 2019
used this strategy, so
check to see which
campaigns are currently
using a down only
strategy

37. Dynamic Bidding Strategies
Pro Tip:Dynamic Bids - Up and
Down
When you choose the 'dynamic bids - up and
down' strategy, Amazon will increase your
bids in real time for clicks that may be
more likely to convert to a sale, and
reduce them for clicks that may be less likely
to convert to a sale.
Consider leveraging an
up and down bidding
strategy for campaigns
operating below ACoS
goal and for sales
volume focused
campaigns

38. Dynamic Bidding Strategies
Pro Tip:Fixed Bids
When you choose the 'fixed bids' strategy,
Amazon will use your exact bid for all
opportunities and will not adjust your bids
based on likelihood of a conversion.
A fixed bid strategy is
useful for scenarios such
as competitor brand
conquesting where
Amazon’s algorithm may
determine a low likelihood
of conversion
Pro Tip:

39. Prime Day Marketing Prep
● Product Selection
● Budget Allocation
● Keyword & ASIN Selection
Create a Amazon
Store Deals Page
and drive traffic
here through
Sponsored
Brand ads
Pro Tip:

40. Prime Month Advertising Strategy
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews
30 JULY 1
Finalize Sponsored
Brand & PDA builds
& submit for
approval.
2 3 4 5 6
7 8
Start ramping
budgets by 25-50%
of campaigns that
are within goal
9
Start ramping bids
by 10-15% of
keywords that are
within goal
10 11 12
Keep eye on trends.
Make any necessary
budget changes
leading into the
weekend
13
14
PRIME WEEK
15
PRIME WEEK
Additional bump of
10-15% on keywords
that are within goal
16
PRIME
DAY
Increase budgets by
50% & keep close
eye on daily budgets
17
PRIME
DAY
Keep close eye on
daily budgets
18
PRIME WEEK
Decrease bids &
budgets by 25-50%
19
PRIME WEEK
Continue to scale
down bids &
budgets as needed
20
PRIME WEEK
Continue to scale
down bids &
budgets as needed
21
Launch DSP
retargeting to
re-engage audience
22 23 24 25 26 27

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Demand-Side Platform Advertising

42. Off Amazon Marketing
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews
About half of shoppers start their search on Amazon. While it’s
important for brands to be invested in the Amazon ecosystem, there’s
also significant opportunity to be reaching shoppers when
they’re not on Amazon.
This is an effective strategy for Amazon advertisers to both:
1. Incrementally grow their on-Amazon sales by capturing demand
that may not have otherwise converted, and
2. Lift their catalog’s organic rankings on Amazon due to the
increased sales velocity

43. Promotions:
Lightning Deals, Coupons, Discounts

44. Lightning Deals, Coupons, Discounts
Marketing Placement for Promotions Help Get More Product Orders
Promotions display as lower prices on amazon details pages, often
merchandised across Amazon and featured in emails to Amazon
customers
Amazon often places purchased orders on featured products to prepare
for the promotion.
Sell Overstocked Products Help Increase Product Conversion
Help avoid product returns. Proactively provide great deals to customers
and lower the chance of an Amazon initiated return.
Promotion is a great way to compel more visiting customers to purchase
your product. Promotions often lead to higher product conversions.
See the Halo Effect Win the Buy Box
Many products sell better after a promotion than they did before the
promotion. Promotion often make products show up higher in search
result, and can boost your base line product demand.
Setting up a price discount promotion helps Amazon lower prices and
can help win the buy box.
Amazon Promotions
Why Run a Promotion?

45. Lightning Deals, Coupons, Discounts
● Lightning Deals are a great way to move through inventory
that are shown on the Deal’s Gold Box page.
● Some requirements include:
○ Prime offer
○ Good star-rating (3) w/ at least 5 reviews
○ At least a 20% off discount
● At any stage, submission does not guarantee approval.
● Deals will be visible for review in Vendor Central on July 2,
2019. Expect to receive POs end of May/early June.
Deals submissions
for Lightning
Deals are closed.
Submit coupons
by 6/15.

46. Lightning Deals, Coupons, Discounts
● Coupons to increase click-through-rate
○ Percentage Off
○ Dollar Off
○ Featured on the Deal’s page under ‘Coupons’
● Price Discounts allow the opportunity to lower your price to
increase sales velocity and improve product ranking.
● Deal of the Day are featured on the Deal’s Goldbox Page
○ 20% off lowest price in the last 60 days.
○ Minimum potential sales of $150K (non-holiday period).
● Best Deals are featured on the Deal’s page under ‘Savings & Sales’
○ Offer at least a 20% discount
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews

47. Lightning Deals, Coupons, Discounts
Factors That Influence
Purchase:
1. Price
2. Shipping Method
3. Review Quality
4. Count of Reviews

48. Takeaways

49. Pro-Tip Takeaways
● Prime Week is a week long marketing event.
● Begin your product selection now and ensure
product inventory levels are healthy.
● Devise Marketing Strategy now.
● Review opportunities for coupons and submit by
6/15.

50. Schedule Your 1:1
Strategy Evaluation

51. Q & A
Tanya Zadoorian
Sr. Marketplace Channel Analyst

52. 10:00 - 10:45 am PT 12 - 12:45 am PT
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED
Today’s Timeline
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY
SHOPPER
JUNGLE SCOUT PRESENTS:
INVENTORY FORECASTING: HOW TO
SUCCEED ON PRIME DAY
11 - 11:45 am PT
2 - 2:45 pm PT1 - 1:45 pm PT
SALSIFY PRESENTS:
FUNDING AND FUNDAMENTALS:
GAINING DIGITAL SHELF LEADERSHIP
ON PRIME DAY
SKUBANA PRESENTS:
THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY