Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.

1. The 2019 Amazon Prime Day
Expert Approach Series
How to Set Your Brand Up for Success

2. 10:00 - 10:45 am PT 12 - 12:45 am PT
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY SHOPPER
Today’s Timeline
SALSIFY PRESENTS:
FUNDING AND FUNDAMENTALS:
GAINING DIGITAL SHELF
LEADERSHIP ON PRIME DAY
JUNGLE SCOUT PRESENTS:
INVENTORY FORECASTING: HOW TO
SUCCEED ON PRIME DAY
11 - 11:45 am PT
2 - 2:45 pm PT1 - 1:45 pm PT
SKUBANA PRESENTS:
THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED

3. Today’s Logistics
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

4. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Funding and Fundamentals: Gaining
Digital Shelf Leadership

6. Today’s Speakers

7. Agenda
Funding principles for Prime Day and eBusiness
How to Invest for Growth
Outline Prime Day Media strategies to drive impressions and glanceviews
Differentiate your Product Detail Pages to increase conversion and loyalty

8. eComm vs Retail Sales
Source: Internet Retailer, US Commerce Department

9. Shopper: Amazon Share of Mind
https://www.emarketer.com/content/more-product-searches-start-on-amazon

10. Shopper: Favorite Way to Shop
Favorite Way to Shop Today vs Tomorrow

11. Executives: Amazon’s Share of Mind
3X the mentions of Google and
on par with mentioning taxes

12. Executives: Key Performance Indicators

13. Marketing Shifts

14. Influence & Action

15. Product Page Engagement

16. Win Today, Lead Tomorrow
Updated and accurate
product information at
every retailer
Best in class :
Content Availability
Ratings and Reviews
Keyword Search
Personalized shelf
experiences - content
that is relevant to me
Differentiated digital
shelf based on shopper,
brand and retailer
Differentiated digital
shelf based on shopper,
brand and retailer

17. Funding

18. The $100B Opportunity
Sources:
Deloitte, 2017
IRI, 2019

19. Sales Platform vs Marketing Platform?

20. Trade vs Brand

21. Path to Purchase

22. Improve Discoverability
Organically

23. Digitally Native Vertical Brands
DNVBs are growing nearly 3X faster than total e-commerce...so who’s losing?
44% 16%

26. Advantages
Resources
People, Budget, Agency Relationships,
Economies of Scale, etc
Global Brand
Massive Distribution; Huge partnership network;
Global Recognition with Local Adaptations

27. Disadvantages
Long Innovation Cycles
Lag between consumer
insights and consumer
moments of truth
Test & Learn
Need the sale now! Need
volume now! “It’s only 3% of
the business”
Changing Demands
Retailers demanding new content
formats, product attributes,
processes to upload, etc.

28. Key Insights
Story &
Trust
Customer
Experience
Simple &
Focused
Show them you know them -
Great product, great story,
great placement
Mobile First, Social First,
Easy Fulfillment,
Subscription Options
Every $sharepoint matters,
Empower the Brand, Test &
Learn Daily

29. Winning through Speed & Digital Experience
Low DX | Low Time to Value Low DX | High Time to Value
High DX | Low Time to Value High DX | High Time to ValueDigital
Experience
Speed
Point
Solutions
PXM
Slow Fast
Poor
Best-in-class

30. How to increase agility & speed
Changing Digital Storefronts and
consumer behaviors require
brands to build digital-first
organizations and business
processes.
Winning at digital requires
delivering high quality experiences
to consumers everywhere they
shop, online and off.
High Quality Shopping
Experiences depend on high
quality (complete, valid, unique)
product content & storytelling.
DTC
site

31. Capability & Conversion

32. Complete, Static Data is Not Enough
It’s no longer enough to have accurate product information stored in a centralized database.
Your information must be:
● Compliant with different requirements of your sales channels
● Easy-to-adapt for changing consumer demands
● Optimized for search engines, using key terms and popular keywords
● Enhanced to include rich media including video, images and HTML rendering
High quality content is expected to serve your end consumer at each step along their shopping journey. A
digitally empowered consumer demands more context on what they are buying than ever before.
Shoppers want:
● Comparison charts with similar relevant products
● Accurate product specs, material and ingredient information
● Clear warranty and deliver information
● Product care or troubleshooting information
● Clear imagery of what to expect with size and dimensions.

33. 4 Areas of Content Focus
Brand Stores Enhanced Content Detail Page
Images
On page
Content

34. Examples from Wild

35. Now go do!!!
● We are the translators to senior management
● You are driving growth for your company, get your fair share of funding
● Leverage compelling events for investment opportunities and Test & Learn
Opportunities
● Invest in Content… it decrease spend on paid search and increase organic
results on Amazon and beyond

36. Q & A
Michael Kruszynski
Product Marketing