Amazon Vendor Academy

Become a certified Amazon Account Manager in 6 sessions

WHEN

1st & 2nd session:
09th & 10th September 2020

3rd & 4th session:
30th September & 1st October 2020

5th & 6th session:
14th & 15th October 2020

FROM

1st part:

8:00 a.m. – 11:00 p.m BST
9:00 a.m. – 12:00 p.m. CET

2nd part:

1:30 p.m. – 4:30 p.m. BST
2:30 p.m. – 5:30 p.m. CET

COSTS

Special Price: 25% discount
£3.749 for all sessions

from 1st of September £4.999 for all sessions

£999 per session

*additional value added tax

The factor-a Vendor Academy offers you comprehensive operational knowledge, a platform for the exchange of experience and continuous hands-on training in the areas of product data/content, Amazon advertising, vendor account handling, reporting and analytics. The curriculum of this factor-a certificate course builds a profound knowledge advantage within several sessions through a combination of expert lectures and individual training units on various Amazon relevant topics.

Your Benefits

Gain a competitive edge through the acquisition of practical knowledge
Individual exchange with experts and industry insiders
Achieve your goals and gain better control and a negotiation basis with Amazon
Permanent network, even after the end of the course
Comprehensive documentation and training material on all operational Amazon Vendor topics
Maximum 20 participants per course
Vendor Academy certificate for successful participation
Special consulting and software conditions for certificate holders

Program

1. SESSION

Strategic & operational Amazon Insights

Speaker: Alexander Ortner, Principal Amazon Retail and Sebastian Gilles, Principal Strategy Consulting

Amazon DNA: what makes Amazon so (!) different. Amazon internal goals & common misunderstandings
Terms & Conditions: what can, should and must be negotiated with Amazon
Distribution models: is the Vendor / Seller / Hybrid model my golden solution?
Internationalization & Go-To-Market: How to identify market opportunities
Launch Strategy Sprint Zero: How to gain data for your relevant Amazon Categories and develop your individual launch strategy?
Goodbye blackbox: How to use Dashboards to develop & steer your local and global Amazon business

2. SESSION

Amazon Portfolio – Selecting the right products & defining a focus portfolio

Speaker: Alice Gossrau, Head of Account Management and Amir Samari, Head of Consulting

Portfolio analysis:
Define initial portfolio, adjust portfolio regularly

Monitor operational issues & define key KPIs that impact Amazon business results
Twister strategy, why is the composition of the optimal portfolio important, what other options are available on Amazon (Virtual Bundlings)

Operational planning:
Identification of regularities that lead to an unhealthy portfolio.

Transparent analysis of key trends in sales, inventory, forecasting and consumer behavior
Product cluster of the top performers, where is the greatest potential
Conversion optimization: Which products should be optimized?
Product launch strategy: What are the challenges on Amazon and which key figures should be considered?
Allocation of budgets & linking to other measures such as search advertising, deals, detail page optimization
Development of eCom products

3. SESSION

Amazon Deals – Making the right choice & tracking performance

Speaker: Alice Gossrau, Head of Account Management and Amir Samari, Head of Consulting

Amazon Deals as an opportunity to realize short-term sales increases & gain market share
Overview of relevant key figures that help in the ASIN selection for the deal
Planning of deals in the overall environment of Amazon activities (sponsored advertising & detail page optimization)
Marketing calendar for Amazon
Evaluation of the deal performance and learnings
Pricing & Buybox

4. SESSION

Amazon SEO – conversion-enhancing content optimization

Speaker: Lara Müller Head of Editorial Team and Katharina Lurz, Team Lead Brand Content

Content optimization as the basis for increasing sales at product level:
- B+ content incl. keyword optimization
- A+ content, and A+ premium content
- product images
- mobile optimization
Conversion drivers for maximum brand presence: Brand Store, Twister
Ensuring long-term success through continuous optimization: review management & content monitoring
Strategic recommendations for challenges from the manufacturer’s perspectiv

5. SESSION

Amazon Sponsored Advertising

Speaker: Timo Kosak, Head of Paid Advertising

Introduction: What is Sponsored Advertising?
Product Clustering: Defining how the ASIN list is clustered in consideration of product line, life cycle, sales potential, Amazon history
Keyword Research: languages, SEO review, keyword types
Strategy:
- defining main targets such as your sales goal
- increasing market share
- having a bestseller
- gaining awareness
- launching a product line or cross- & upselling
Campaign Setup: Create campaigns based on goals. Setups vary for sellers and vendors
Optimization: updating keyword lists, watching the bids, match types, negative keyword and, how to use the factor-a Suite to increase efficiency
Analysis / Reporting: what the KPIs mean and how to improve performance based on reporting

6. SESSION

Amazon DSP

Speaker: Kim Maggard, Team Lead Programmatic Advertising

Introduction: What is DSP?
- Endemic & Non-Endemic
- The Sales Funnel
- Amazon inventory
- Brand safety
Strategy: campaign types (Awareness, Consideration, Retargeting, Advocacy), targeting options, setting up goals per campaign, integrating video and brand stores, cross- & upselling, conquering OOS and LBB
Campaign Setup: Ad types (video, standard banner, Amazon DEA) and campaigns per goal
Optimization: process & factors (eCPM, viewability, delivery)
Amazon Attribution overview (Sponsored & DSP)
Analysis & Reporting: Amazon reports vs factor-a reports
Understand and use the Amazon KPIs correctly
The entire Funnel: Amazon, Facebook, Google in collaboration