Amazon Vendor Academy

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