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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

Our experts

Alexander Ortner

Alexander Ortner

Principal Amazon Retail

Connect with Alexander

Sebastian Gilles

Principal Strategy Consulting

Connect with Sebastian

Lara-Mueller

Lara Müller

Head of Editorial

Connect with Lara

Katharina Lurz

Team Lead Brand Content

Connect with Katharina

Alice Gossrau

Head of Key Account

Connect with Alice

Amir Samari

Head of Consulting

Connect with Amir

Timo-Kosak, Head of Amazon Advertising

Timo Kosak

Head of Amazon Advertising

Connect with Timo

Kimberly Maggard

Kimberly Maggard

Team Lead Programmatic Advertising

Conect with Kimberly

Save 25 % discount until 1st September 2020!

Interested? Request now without obligation!

Marc Aufzug

Marc Aufzug
Managing Director
academy@factor-a.com
+49 221 17733710