amazon catalog clean up plan and content strategy

Mondelez Confidential

Amazon Catalog Clean Up Plan and Content Strategy

Q4 2016- Q1 2017


Why Embark on Such a Tedious Project?

• Adding products to Amazon is a time-consuming and largely manual process on both sides there are many opportunities for errors to be made, and worse, propagated throughout the different platforms (Grocery, Pantry, Fresh, Prime Now).

• Most of the catalog and sales growth will be in Pantry and Fresh/Prime Now, but in order for an ASIN to be created for these platforms, a Grocery, or Core, ASIN has to exist. Therefore, we cannot simply clean up the newer parts of the catalog and we must do an extensive QA and evaluation of all our active products and their respective ASINs.

• A clean catalog will minimize supply-chain errors as proper codes, costs and pack sizes, once discovered, can be fixed somewhat easily.

• We need an overall content strategy that we can share with the brands so they can provide the best information about their products so Amazon customers can make quick and easy buying decisions when looking at our detail pages.

• Amazon has requested that we standardize all titles for all ASINs in a timely manner.• We have the ability to insert hidden search terms into all our detail pages and have not done so.• We have over 200 ASINs that have new images available that need to be added to detail pages.


The Process• Audit and QA our Amazon detail pages and back-end catalog information for

incorrect/missing information. • Cost, code* and category corrections will be made to all back-end catalog

information.• New detail page images will be acquired, organized and uploaded to Amazon.• Hidden Search Terms will be added to each ASIN.• Bullet points, Ingredients, Allergens, Product Descriptions and relevant

information will be added to/edited on all detail pages to improve the customer experience and to, most importantly, improve search results through Amazon’s search algorithm.


The Content StrategyA mobile-first, customer-friendly content strategy will provide a world-class customer experience for our shoppers on Amazon. More and more people shop on their phones or other mobile devices and our content is bulky and difficult to decipher. Data shows that the content most important for customers are the detail page images as well as the bullet points. We will provide the flavor, pack-size, and relevant nutritional information in the bullets in short phrases for easy consumer digestion. Longer product descriptions will employ full sentences and appropriate key words to help drive search. Existing A+ Content will be evaluated for effectiveness and revised if necessary. New A+ Content will be applied to new products (Vea, Teddy Soft Bites, etc.) to tell the brand story and better inform prospective customers of the benefits of the product.


Current Desktop Example

Current Mobile Example

Title format change (Amazon compliance).

Additional product photos/lifestyle images

Mobile-optimized bullet points with relevant information at the top:• Flavor• Pack-size• Nutritional

information

Not every Detail Page will need extensive work, but every title will have to be updated to follow Amazon’s new guidelines and we should include shorter relevant bullets for a better customer, and mobile, experience. Additional photos and lifestyle images should be added (if available) and over 200 products have new images waiting to be uploaded.


The Future• New product additions to the catalog will be put through formal quality

control for accuracy as this clean-up does not solve the problem of human error on either Mondelez and Amazon’s side. • A+ content will need to be evaluated by brand and marketing teams on a

quarterly or bi-yearly basis and new digital assets and copy will need to be added as necessary. • ASINs will be deactivated for discontinued products on a monthly basis.• Products that are In/Out will have to be manually turned to Off Season on a

monthly basis.• Images will need to be replaced for products with packaging changes on a

cadence dictated by supply chain and product development.

amazon catalog clean up plan and content strategy

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