Source: Visual Capitalist – August 17, 2018 (excludes privately held companies)

49.1%

6.6%

3.9%

3.7%

Source: 2019 Amazon Consumer Behavior Report, Feedvisor

Amazon Standard Identification Number (ASIN) –10 character alphanumeric unique identifier assigned by Amazon

The box on a product detail page where customers begin the purchasing process by adding items to their shopping carts – the seller owning the Buy Box will fulfill the sale by default.

Pricing Control of Products Seller Controls Pricing to Customer Amazon Retail Automatically Sets Price

Prime Eligibility Available through FBA Program All Products are Prime Eligible

Payment SchedulePaid for Orders on a 14-Day Schedule

(Only Paid for Shipped Orders)Payment Terms are Negotiated

(Typically Net-30/Net-60)

Inventory ManagementSeller is Responsible for

Stocking InventoryAmazon Submits Purchase Orders

for Inventory

Product PromotionsCoupons, Lightning Deals, Promo Codes

Funded by SellerCoupons, Lighting Deals, Promo Codes Funded by

Vendor (at full retail $)

Customer Interaction & InformationAccess to Customer Info, Customer Messages,

Respond to Reviews & QuestionsNo Access to Customer Info, Limited Interaction

Outside of Review Response

Data & ReportingAccess to Product Level Information as far back as

24 monthsAccess to Limited as little as 60 days back – unless

paying $$$ for Premium Data

Source: 2019 Consumer Research Report, Salsify

At its core, Amazon is a search engine.How well you index on the marketplace, and your ability to drive and

convert traffic on your detail page is dependent on a number of factors.

Functioning like a mini website within Amazon, Stores give you a

landing page for customers to shop all your products in once place.

We can also attribute off-channel campaigns (Search, Social, etc.) to

Amazon using the Store as the landing page.

Amazon has begun to increase the number of ‘Brand Health’ issues it flags for products on its platform. Here’s the impact it could have…

If you’re distributed through Whole Foods, be ready to get stuck in the middle of Whole Foods and Amazon.

41%

39%

37%36%

35%

33%32%

31%

17%

20% 20%

22%23%

22%21%

20%

2% 2%

7%

9%10%

12%13%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2016 2017 2018 2019 2020 2021 2022 2023

Google

Facebook

Amazon

Source: The Rise of Amazon Advertising, Business Insider

Brand Awareness

Consideration

Conversion

Drag & Drop Image

Monitor your performance with bid changes and negations

Mix budget with Sponsored Products and Sponsored Brands

Successful Sponsored Ads start with the right structure

Advertising on Amazon is a shopping feed

How much would you pay to acquire a loyal customer?

How much would you pay to steal a customer from

your main competitor? What’s the real cost of

protecting your brand?

When a customer purchases through a keyword

targeted ad, Amazon’s algorithm will organically rank

that product higher for that specific keyword. Tracking

this over time shows the halo impact of ad spend

towards specific keywords on organic ranking.

Knowing how ads perform in relation to your

total catalog is key to developing a sophisticated

strategy.

Having a structure that allows you to see isolated

performance allows you to be surgical with budget

allocation.

Sure, the U.S. is Amazon’s biggest marketplace. But it’s a big world that’s suddenly smaller.

Attribution ModelLast Click, 14-Day Window through Source

TagLast Touch, 14-Day Window through link/pixel

tags

Landing Site(s) for Media Must Land on Storefront Pages Only Any website, Product Page, or Microsite

Attribution Tag LimitTop 200 Sources (Campaigns, Ad groups,

Keywords, etc.)No limitations, bulk uploading available soon

Cross-Device Measurement Not Specified, No Tracking/Breakout Cross Device Measured by Amazon Account

Metrics MeasuredSales, Orders, Store Views, Visitors,

Subpage Performance

Impressions, Clicks, Detail Page Views, Add to Cart, Purchases, Sales, Units Sold, Builds

audience data from conversions