In this session, Tinuiti’s own ex-Amazonian walks through the three biggest operational challenges our clients face and how we’ve worked together to address them.

1. The Most Pressing
Amazon Operation
Challenges - And How
To Address Them

2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
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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
1000+

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

5. Our Speaker
PHIL STOLT
SVP, Retail Operations

6. Agenda
● The Need for Strategic Amazon Retail Initiatives
● The 4 Most Pressing Client Questions
● Your Retail Ops Checklist
● Q&A
6

7. Which of the following are the most
pressing for your Amazon business?
● Minimizing Storage Fees and Out of Stocks
● Managing and Minimizing Chargebacks
● Catching Customers’ Attention with Advertising
Features
● Managing my Amazon Catalog
● Something else - tell us in the chat!
POLL

8. The Need for Strategic
Retail Initiatives
8

9. 9
End-to-end Amazon channel management
Tinuiti Ortega Group
Synergy Between Amazon Experts: Tinuiti + Ortega Group

10. Pillars to Amazon Success
10
Advertising
& Marketing
Content &
Creative
Technology
MobiusX
Strategic Operations
End-to-end channel management

11. Advanced Amazon Channel Strategy
CATALOG MANAGEMENT
Product Whitespace Analysis
Product Lifecycle Maintenance
Merchandising
ACCOUNT HEALTH
FBA Account Monitoring
Fulfillment Strategy
Amazon Annual Vendor Terms
Negotiation
Pricing Strategy
PLANNING, PO/SHIPMENTS,
OPERATIONAL COMPLIANCE
Forecasting
PO Management
FBA Shipments
Minimizing Chargebacks
11

12. The 4 Most Pressing
Questions We Get From
Clients
12

13. How Do I Minimize Storage Fees and Out of Stocks?
QUESTION 1
Minimize Out of Stocks (OOS) or in Amazon Terms ROOS (Replenishable Out Of Stock)
Forecasting is the key to limiting OOS (taking into consideration the longer lead times).
Storage fees are such a low percent of an accounts overall fees
Storage Fees should be afterthought if inventory is managed properly
Control WOC (Weeks of Cover)
Amazon typically needs 6-8 WOC in their FC’s
More frequent shipments at lower volumes
FBM/3p or Drop-ship/1p as a backup to FBA/retail

14. How Do I Manage and Minimize Chargebacks?
QUESTION 2
Identify Root Cause
Dispute Chargeback
where appropriate
Make changes as
necessary
Have we seen
this before?
Drill Down to the Root
Cause
Chargeback Disputes
Have we seen this
before?
Make necessary
changes to fix and
alleviate the
chargeback
Why is it occurring and where
is it coming from?
Build a business case to
highlight inconsistency or
error in Amazon’s
chargebacks
If yes (99% of the time)
Follow internal resolution plan
and work with vendor to
implement appropriate
changes in process
The fix could be in labeling,
operational process,
packaging, catalog detail etc.
If no (less than 1% of time)
Root cause further and work
with internal Amazon contacts
to help understand
chargeback and resolution
path

15. How Do I Catch Consumers’ Attention with Amazon
Posts?
● Show the product in a realistic setting, like a
lifestyle image.
● Let the image speak for itself. Avoid extra graphical
elements such as text, misleading buttons/links, or
icons.
● Reflect quality of product with a quality image.
Avoid poor resolution image, blurring, stretching, or
extra dead space around image.
● Build on the visual story behind your image with the
caption.
● Call to actions must be clear and precise. "Click
Here” or other non-specific variations are not
allowed.
To participate in Posts you must be a vendor or a seller in
the US enrolled in Amazon Brand Registry and have a Store.
QUESTION 3

16. What are the Best Practices for
Managing my Amazon Catalog?
1. Focus on advertising and PPC before the foundation has been built
2. Brand oriented content vs Amazon optimized content
3. Budget not allocated to improving content on Amazon
QUESTION 4
Catalog management is foundational - we
think of it as the X’s and O’s before higher level
strategy can even begin!
Common Issues We See with Amazon Catalogs

17. 17
What are the Best Practices for Managing my Amazon
Catalog?
Number of Images
Fill all the Space
White Background
Include Copy Enhanced &
Lifestyle Images
Include Zoom in Images
& Charts (comparison,
sizing)
Title
Number of Characters
150 characters or longer Conduct Keyword Research Include Brand Name
Bullet Points
Keyword Indexed
At least 5 bullet points Conduct Keyword Research
Include Core
Differentiators
ABC/A+
Below the Fold
Include Comparison Charts Ensure You Have Unique Info
Highlight Brand
Assortment
Reviews
Q&A + Comments
Aim for 4.3 Star or Above
Demonstrate Social Proof: At
least 30 Reviews
Monitor & Respond to
Comments
QUESTION 4

18. Your Retail Ops Checklist
18

19. 19
YOUR RETAIL OPS CHECKLIST
Critical Considerations for Operational Success on
Amazon
Inventory
Planning
Lead time from supplier Lead time to Amazon
WOC (Weeks of Cover at
Amazon)
Reporting Monitor Traffic/Conversion Monitor YoY, MoM, WoW
Take action from the
data
Forecasting
Planning Weekly, Monthly,
Long-term
Planning for Market Changes Planning for Seasonality
Content
Below the Fold
Ensure Content is Optimized
Include Images, Video, 360,
Posts, Q&A, Reviews
Build out A+, Brand Store
PPC/DSP/OTT
Comments
Utilize Sponsored
Products/Brands/Display
Demonstrate Social Proof: At
least 30 Reviews
Actively Monitor &
Respond to Comments

20. Winning on Amazon today
requires a whole lot more
than just advertising.
Schedule Your Consultation
with an Amazon Expert

21. Q&A
PHIL STOLT
SVP, Retail Operations

22. 22
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on the future of
digital marketing
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23. Thank you!

24. 2022 Amazon & Retail Media Virtual Summit
WEDNESDAY, FEBRUARY 16TH
How to Leverage the Latest Data Trends in Amazon Advertising
10AM PT | 1PM ET
The Most Pressing Amazon Operations Challenges — and How to
Address Them
10:35AM PT | 01:35PM ET
Using Market Share Data to Improve Your Amazon Sales
11:10AM PT | 02:10PM ET
Amazon as a Brand Building and Demand Gen Platform:
Emerging Trends in Amazon Posts, Stores, Video, and Streaming
11:45AM PT | 02:45PM ET
How to Successfully Forecast on Amazon — Even During Year
Three of Ecommerce Disruptions
12:20PM PT | 03:20PM ET
THURSDAY, FEBRUARY 17TH
The Time for Execution in Retail Media Is Now: Priorities for 2022
10AM PT | 1PM ET
Walmart’s Omni-Channel Opportunities: Creating an Insights-based
Ad Strategy
10:35 AM PT | 01:35 PM ET
Scaling Growth Across Digital Grocery Marketplaces
11:10AM PT | 02:10PM ET
Getting Your Products on (and then off) the Shelf: Working with
Brokers and Creating Winning Advertising
11:45AM PT | 02:45PM ET

25. We’re on a break!
We’re on a break!
Thanks for joining
the 2022 Amazon &
Retail Media
Virtual Summit!
We’ll be back at
11:10AM PT | 02:10PM ET