2. #MonCon
Amazon Best
Practices
Presented by Genny Rapp
Strategic Client Manager
Monsoon Commerce
MonCon WEST | October 10–12, 2012
3. #MonCon
Customer Satisfaction
Competitive Listings
today’s Shipping Rates
AGENDA
Fulfillment By Amazon
Key Takeaways
Q&A
MonCon WEST | October 10–12, 2012
4. Customer Satisfaction #MonCon
Stalk Your Amazon Account…Daily (minimum)
Pay Obsessive Attention to Performance Targets:
Order defect rate (ODR)*: <1%
Pre-fulfillment cancellation rate: <2.5%
Late shipment rate: <5%
*Order Defect Rate: An order has a "defect" if it incurs a negative feedback, an
A-to-z Guarantee claim or a service credit card chargeback. Your order defect rate
is defined as the number of orders with a defect divided by the number of orders
in the time period of interest. Order defect rate is the key measure of your ability
to provide a good customer experience.
MonCon WEST | October 10–12, 2012
5. Feedback is Critical #MonCon
Monitor feedback closely
Respond quickly (24 hours)
Right the wrong – don’t be afraid to refund
Request that negative feedback be removed
Keep feedback levels higher than 95%
Handle A-Z claims QUICKLY, with patience and care!
MonCon WEST | October 10–12, 2012
6. #MonCon
Customer Satisfaction
Competitive Listings
Shipping Rates
today’s Fulfillment By Amazon
AGENDA Key Takeaways
Q&A
MonCon WEST | October 10–12, 2012
7. Competitive Listings #MonCon
Key elements of a competitive listing:
Price is king!
Lowest price gets the sale
Positive feedback rating
Condition and shipping notes
Differentiate yourself from the competition
MonCon WEST | October 10–12, 2012
8. #MonCon
Customer Satisfaction
Competitive Listings
Shipping Rates
today’s Fulfillment By Amazon
AGENDA Key Takeaways
Q&A
MonCon WEST | October 10–12, 2012
9. Shipping Rates #MonCon
Set your own shipping rates on consumer goods
Seller Central/Merchant@ account types only, no media
Ensure that your Monsoon Pro shipping settings match your
Amazon account settings
Item price + shipping is used in dynamic pricing logic
Consider Free Shipping
Free shipping listings receive rank benefit when total price is
the same as competitor’s total price
Can be applied to specific inventory groups
Will override weight or per-shipment rates indicated in your
Amazon account
Utilize item-level shipping surcharge to offset shipping costs
MonCon WEST | October 10–12, 2012
10. #MonCon
Customer Satisfaction
Competitive Listings
Shipping Rates
today’s Fulfillment By Amazon
AGENDA Key Takeaways
Q&A
MonCon WEST | October 10–12, 2012
11. Fulfillment By Amazon #MonCon
Consider Fulfillment By Amazon (FBA)
Send inventory to Amazon and fulfillment is handled by the
Amazon Fulfillment Center
Items in the FBA program are eligible for Amazon’s wildly
popular Prime and Super Saver Shipping programs
Super Saver Shipping: Orders of $25 or more of Amazon-fulfilled
items receive free standard delivery (5-8-days)
Prime:
$79 annual fee
No minimum purchase necessary
Unlimited free 2-day shipping on Amazon-fulfilled orders
Overnight shipping for same price as standard (e.g.
$3.99/book)
MonCon WEST | October 10–12, 2012
12. Why Use Fulfillment By Amazon? #MonCon
Shipping and merchandising
Only way to enable your listings with the same shipping and
combined-ordering options as Amazon
Trusted customer experience
Amazon’s fulfillment is unparalleled
Easy customer returns
Tap into highly loyal Prime Buyer segment
Prime buyers are more likely to buy FBA items than locally-
fulfilled items
“Buy Box” eligibility for new and used media items
Increased sales and turn rates
MonCon WEST | October 10–12, 2012
13. #MonCon
Customer Satisfaction
Competitive Listings
Shipping Rates
today’s Fulfillment By Amazon
AGENDA Key Takeaways
Q&A
MonCon WEST | October 10–12, 2012
14. Key Takeaways #MonCon
1. Pay close attention to feedback and performance
targets
Keep Order Defect Rate <1%
2. Price is King!
3. Customize your shipping rates
4. Consider Fulfillment By Amazon
MonCon WEST | October 10–12, 2012
15. #MonCon
Customer Satisfaction
Competitive Listings
Shipping Rates
today’s Fulfillment By Amazon
AGENDA Key Takeaways
Q&A
MonCon WEST | October 10–12, 2012
17. #MonCon
Genny Rapp
(e) grapp@monsooncommerce.com
(p) 971-255-5871
thank you! monsooncommerce.com
Please visit www.monsooncommerce.com/moncon to download a copy of this presentation,
see pictures and videos, and tell us what you think about the conference.
MonCon WEST | October 10–12, 2012