The document summarizes strategies for Amazon sellers to prepare for success in the fourth quarter of 2016. It discusses optimizing product listings through improved titles, keywords, images and pricing; managing inventory levels and storage fees; generating product reviews to build trust; and using sponsored ads. Key dates are provided for inventory shipping deadlines and Amazon policy changes taking effect in October and November that will impact fees.

1. The 2016
Q4 Amazon Virtual Summit

2. Q4 Summit Layout
Day 1
Preparing Your Product Listings For Q4 Success
Day 2
Lucrative Q4 Sponsored Product Strategies
Day 3
Creating a Winning Q4 Game Plan

3. Event Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent 8/12/16
• More Resources In the Handouts Section to the
Right
• Poll Questions Throughout Presentation
Q4 Summit Event Coordinator
Nick Cotter
Marketing Operations Coordinator

4. Amazon
Q4 Success

5. Jeff Cohen
14+ Years
Experience in
e-Commerce
Former
Founder and
GM of
Textbooks.com
Executive
Team Member
of Seller Labs

6. Born From Amazon Sellers
• Over 10,000 Amazon
Sellers
• Managed over 3B Amazon
Sales
• Process 100K Customer
Orders / Month

7. Why Q4 Matters

8. 2015 Record Setting
• Shipped to 185 Countries
• Signed up 3M Prime Subscribers
3rd Week of December
• Record Number of Units Shipped
w/Over 200M Shipped Prime
• 70% of Customers Shopped
using a Mobile Device

9. 2016 Predictions
• Retail sales will continue to slow
• Internet sales will continue to
increase
• Mobile transactions will Increase
• What’s hot? What’s Not!

10. Prime Matters

11. Prime Drives Sales

12. Prime Members Are Wealthy

13. Trend Is Your Friends
• 2015 Sales Performance
• What is Your Holiday Budget?
• What is Your Lead Time?
• Competition

14. How to Prepare for
Success

15. Clean Up In September
• Use Promotion System to
Reduce Inventory and
Increase Cash Flow
• Discover Slow Moving
Inventory and Liquidate
• Start Your Clean Up Early

16. Write Down Key Dates
Ship Inventory for Thanksgiving -
November 14
Cyber Monday - November 28
Last Delivery Date to Warehouse - Dec 7
Last Day for Prime - Dec 21

17. Manage Your Inventory
“To avoid potential capacity constraints during the 2016
holiday season, we are accelerating the expansion of our
fulfillment capacity. Additionally, we are changing our FBA
fee structure to encourage all sellers to send in and store
products in November and December that are likely to sell by
the end of 2016. To give you time to plan for these changes,
they will begin to take effect on October 1, 2016.”

18. Important Dates
Removal fee waived until August 14, 2016
Monthly storage fee adjustments take effect October 1, 2016.
Box content information will be required beginning November
1, 2016.
Reduced weight handling fees will be in effect November 1,
2016, through December 31, 2016.

19. Free Removal Promotion
Removal orders placed between August 4 - 14 will not be
charged a fee.
Remove inventory before they are subject to long term
storage fees on August 15
Tools in Seller Central - Inventory Planning Dashboard
https://sellercentral.amazon.com/inventoryplanning/dashboard

20. Monthly Storage Fees

21. Manage Storage Fees
• Know Your Sell Through Rates
• Estimate From Last Year’s
Holiday Period
• What is Your Current Growth
Rate?
• Is Your Product Something Gift-
able?
• Remove Slower Moving Items

22. Reduced Weight Fee

23. You Could Possibly Save

24. Box Content Information
• Effective November 1
• Must Provide Box Content for Each Box Set
• Failure to Supply will Result in a Fee
• New Tools Coming in September…Keep A Look Out

25. Optimize Your
Listings

26. What Amazon Says About Search
https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471
Search is the primary method customers use to locate products.
Views for a product detail page can increase significantly by adding
just one additional search term.
Price, availability, selection and sales history help determine where
products appear in search results.
Better-selling products tend to be at the beginning of a results list.
As your sales of a product increase, so does your placement.

27. Direct
Influence
• Title
• Keywords
• Bullets
• Images
• Price
• Fulfillment
• Description
• Inventory Levels

28. Tools to Optimize Your Listing
• Scope
• Sponsored Ad
• Merchant Words
• Competitors

29. Photos Matter!
“Great photos are likely to help you
sell products online, yet few sellers
put the time and effort into making
their photos spectacular”
(1) http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images

30. Sixty percent of those who responded said photos were a major impact in
the buying decision, with 25% saying it made an impact.

31. Indirect
Influence
Buyer Intent
Sales
Reviews

33. To rank in search
I need sales
To get sales I need
to rank in search?

34. Amazon Sponsored Product Ads

35. Why Reviews Are Important
Social Proof Amazon Proof Trust Reputation

36. Increase Organic Reviews
Send a message right when
the order is delivered
Automate the process to
reduce work.
Message buyers who leave
positive feedback and ask
them for reviews.

37. Generate Reviews

38. Trust - Do You Trust Reviews?
ACCORDING TO A NIELSEN STUDY, 92% OF
CONSUMERS TRUST PEER REVIEWS AND WORD
OF MOUTH OVER ANY TYPE OF ADVERTISING.
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

39. Amazon Reviews

40. Genuine Opinions

41. Questions?

42. Want More?
Want More Information?
www.Sellerlabs.com