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
SKUBANA PRESENTS:
THE NUMBERS GAME – KEY
METRICS TO MEASURE AND
OPTIMIZE AHEAD OF 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
SALSIFY PRESENTS:
FUNDING AND FUNDAMENTALS:
GAINING DIGITAL SHELF LEADERSHIP
ON 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. THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY
Please hold for the next presentation starting at 1pm PT / 4pm ET
by Chad Rubin

6. CHAD RUBIN
⃓ Founder, Crucial Vacuum &
Think Crucial
⃓ Author of “Cheaper, Easier,
Direct” - and of course it’s on
Amazon
HI, I’M
CO-FOUNDER & CEO,

7. CONFIDENTIAL
Sales Channels
Shipping & Fulfillment
Inventory & Purchasing
Analytics
A modern multi-channel platform that enables merchants to:
Unify Operations Automate Everything
Order Orchestration
Shipping Service Selection
Inventory Replenishment
Stockout Elimination
Customize & Extend
Modern REST API
Plug-and-Play App Store
Large Partner Ecosystem
Unlimited Access
Make Smart Decisions
Increase Profitability
Manage Working Capital
Find Opportunities
Identify Trends

8. What You’ll Learn Today
Establishing Your Prime Day Intention and Goals
The Amazon Prime Day Checklist
Optimizing Your Product Listings for Conversions
Stocking up at Your FBA Warehouse
Tracking the Metrics that Matter

9. What Is Your Intention For
Prime Day?
Poll Question

10. Prime Day Intention and Goals
ProfitGrowth LiquidateLaunch

11. Prime Day Intention and Goals
ProfitGrowth LiquidateLaunch
Get as much
attention and as
many sales on your
listing, regardless
of profit
Improve your
conversions and
move closer to
your target
margins
Boost revenue of
product as it nears
the end of its
lifecycle, being
mindful of ad
spend
Move products out
of your FBA
warehouse ASAP,
regardless of profit

12. Why Is It So Important To Actively
Engage In Prime Day?

13. Keyword
Optimization
Focus on keywords
that drive traffic
and appear in
customer searches
PPC
Advertising
Bid on target
keywords to
increase the
visibility of listings
Marketable
Coupons
Offer premium
deals and coupons
to drive
conversions
Halo Effect
High conversion
rate on listings
after Prime Day
provides massive
boost to sales rank
Post-Prime
Momentum
Maintain rank with
ongoing PPC ads
and coupon deals
The Prime Day Halo Effect

14. The Amazon Prime Day Checklist
Harvest the Right Keywords
Optimize Your Product Listing
Stock-up at Your FBA Warehouse
Set PPC Spend
Track the Key Metrics that Matter

15. Cracking The Amazon A9 Code
QID crumb tag = timestamp = # of seconds since
1/1/1970

16. COMPELLING LISTINGS
Give Amazon what
it wants
AMAZON A9
VIRTUOUS CYCLE
It will give you
what you need
INCREASED BEST SELLER
RANK (BSR) SEARCH
VISIBILITY
MORE
CONVERSIONS
MORE
SALES
Understanding The A9 Search
Intelligence

17. Driving customers to your listings requires you to appear in their searches.
This All Starts by Identifying the Right Keywords.
Choosing the Right Keywords

18. Three Must-use Acquisition
Keyword Tools
The Hashtag and AMZ
Suggestion Expander
KW Index
Checker
Amazon’s keyword
research report

19. Ensures the keywords you use
are working in your favor
Google Chrome Extension
Allows you to see how your ASINs
are indexing against your
keywords
Validate Your Keywords

20. The chart also shows what
products are frequently bought
together giving you a broader
understanding of all products
related to your keyword or
product
Website tool that builds a
relationship chart based on the
ASIN or keyword you search
Validation Pro Tip: YASIV

21. The Hashtag #
But if you want a more
advanced tool...
Place a hashtag in front of your
search
Amazon will show you other
search terms that your keywords
appear in

22. AMZ Suggestion Expander
And other keywords
suggestions
AMZ Suggestion Expander
modifies your suggested search
to show you keywords that
appear
Before your term
After your term
Between your terms

23. The Search Term Report

24. Keywords
Are Half
The Battle
Write to optimize
for traffic:
⃓ 60% for humans
⃓ 40% for bots

25. How Do You Optimize For
Conversions?

26. Drive
Traffic
Improve
Conversion

27. You need clicks on the HIGHEST Conversion Rate Keywords
- sends a signal to Amazon
Lower conversion rates. YOU Stop showing. Especially
organically.
Cheap clicks=Cheap Traffic=Bad Traffic
Double Down On High Converting
Keywords

28. Your listings MUST
show the highest
conversion rate
Double Down On High Converting
Keywords

29. Remember The Listing Essentials
People scan the
Amazon detail
page in an
“F” shape
12
3
4

30. → Unique Product Titles
→ SEO-Friendly URLs
→ High-res Images
→ Detailed Bullets
→ Compelling Promotions
→ Engaging Product Videos
→ Upsell with Product Variations
Fundamentals Of
Conversion-Driving Listings

31. Unique Product Titles
Capitalize on long-tail keywords
Keywords Should Be Embedded in Your Title
Avoid keywords with groups that spend millions on SEO and advertising
Make sure powerful keywords are at the front.

32. Unique Product Titles

33. Unique Product Titles

34. To maximize your listing traffic, you have to have the right URL structure.
SEO-Friendly URLs

35. 5 Best Keywords at
Beginning of Title
(By no Means
Keyword Stuff)
At 5th word, put
hyphen – or colon:
Don’t worry
→ AND, IF, OR,
THAT, THE are not
included
2
SEO-Friendly URLs

36. 4+ High-res Images Containing Value
Props

37. Make sure your Title and Main Photo are optimized for mobile.
Title And Image Pro Tip
MOBILE MAKES UP 55% OF ALL AMAZON SALES

38. Benefit-driven
Unique features
Keyword rich, not keyword
stuffing
Leave no bullets behind
Detailed Bullets

39. Use Competitor’s
Negative Product
Reviews to Inform
your Content
Detailed Bullets
Pro Tip

40. Tired of leaking garbage bags that
cause your smelly trash to drip all over
your floor? Our garbage bags are
strong, durable and use double-layer
engineering so you know...it actually
holds the trash. You don't have to worry
about when the next trash-plosion is
going to occur.
Detailed Bullets Pro Tip

41. The coupon stack
= Frequently
bought together
Compelling Promos

42. Compelling Promos
Increase your
average order
value

43. Compelling Promos Pro Tip
Put your best
coupon deals in
place

44. Engaging Product Videos

45. Video Shorts:
Bookmark and use
this link to upload
video shorts
https://www.amazon.
com/creatorhub/vide
o/upload?%20produ
ctsASIN=
Engaging Product Videos Pro Tip

46. Upsell With Product Variations

47. Make sure to keep this in mind as you identify which keywords to
bid against
You can no longer only rely on keywords and organic traffic to drive
customers to your listing
Sponsored Ads are also a driving factor for acquiring listing traffic,
especially during Amazon Prime Day
Set Your PPC Spend: Amazon Is a
Pay-to-Play Environment

48. How Do You Make Sure You Have
Enough Inventory At Your
FBA Warehouse?

49. Stock-up at Your FBA Warehouse
The key is to make sure you have enough stock at FBA to prevent a
stockout during and after Prime Day
Determine if you should be forecasting based on sales velocity vs.
forecasting based on profitability
Keep your original goal in mind to determine how to forecast and
what SKUs to stock up on at FBA

50. Forecasting by Profit

51. Forecasting by Profit

52. How Do You Validate That Your
Strategy is Working?

53. Prime Day Analysis: Track the Key Metrics
that Matter
Conversion Rate
Prime Day Analysis
Sensitivity Analysis
Setting Targets and Tracking Accountability
Track Customer Lifetime Value

54. Understand Your Conversion Rate
(Total order items
+ total order items
B2B)
Sessions Amazon
Conversion rate
(%)
/ =

55. Benchmark Data
Your Average TargetGood
Conversion Rate
Amazing Conversion
Rate
3
%
5
%
6-8
%

56. Win-Rate Math!
=

57. Prime Day Analysis
=

58. What Drove Prime Day Profit
Not
Profitability

59. What Drove Prime Day Profit
Not
Revenue
The 80/20 rule 80% of your profit comes from 20% of your SKU’S

60. Every Fee That Impacts Your Profitability
=
FBA Pick Fee
Removal Fee
FBA Pack Fee FBA Prep Fee Return Commission
Destroy Fee Commission Fee Storage Fee
Short-term AND
Long-term

61. Every Fee That Impacts Your Profitability

62. Develop a Sensitivity Analysis for Ad Spend

63. And a Correlation Analysis (Before)

64. And a Correlation Analysis (After)

65. Set Targets & Track Accountability

66. Track Customer Lifetime Value
Great Amazon Prime
Day Experience
= Future Repeat Sales

67. THE STRATEGY SPEED BACKLINKS CONTENT
Apply for a Free Private Listing
Optimization Teardown ($3k+ value)
Apply NOW: bit.ly/primedaybonus
*10 Brands Will Be Selected at Random
Want me to show how it’s done?
I’ll optimize 1 Amazon product listing:
everything from traffic to conversion.

68. Q & A
Chad Rubin
CEO & Co-Founder

69. 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

70. Schedule Your 1:1
Strategy Evaluation