Slides from the Jungle Scout Million Dollar Case Study with Joel Lentz from the Amazon Business Development team.

1. Amazon Marketplace
101:
Selling on Amazon
Joel Lentz – Business Development / AccountManager

2. Amazon’s Mission
To be earth’s most
customer-centric
company
where people can find
and discover anything
they want to buy online.
Selection
Convenience
Value

3. What’s Our Secret?

4. 4
Research shows
America's Most Reputable
Companies
– The Harris Poll 2016
#1
Most Reputable Company
in the US
– Reputation Institute 2016
#1
Amazon is the
most trusted brand
by American consumers
Amazon Confidential

5. Reach customers, not users, throughout the shopping journey.
300MM1
Active Customers
Source:
1. www.statista.com
2. www.statista.com

6. Who’s Shopping on Amazon?
Source: www.statista.com

7. Amazon’s Seller Vision
» Create strategic, long-term seller relationships
enabling our virtuous cycle of value, selection &
convenience

8. Amazon Marketplace
50 percent of the total
units sold on Amazon are
from sellers. 1
Source:
1. Amazon Q2 Press Release, 2016

9. Amazon Marketplace

10. Amazon Marketplace

11. Amazon Marketplace

12. What is Sponsored Products?
Amazon Sponsored Products is a pay-per-click advertising solution that enables Amazon
Sellers to promote the products they sell on Amazon with keyword-targeted ads.
Decide how much
you want to spend
on your
campaigns
Select your products and
choose your keywords, or
use Amazon’s suggested
keywords through
Automatic Targeting
Your ads may
appear on product
detail pages and
among the top,
alongside and
below search
results
Shoppers who click your
ad are taken to the product
detail page where your
offer is listed, and you pay
only when your ad is
clicked
$

13. Why Sponsored Products?
4
Only 30%
of Amazon
shoppers
click past
the 1st
page of
search
results*.
Source: Adweek http://www.adweek.com/news/technology/why-its-so-hard-brands-get-noticed-amazon-161429* bloomreach Report, US,Oct.2015

14. Why Sponsored Products?
Benefits of using Sponsored Products:
 Discoverability: improved visibility with opportunity
to get listings on page 1 of Amazon searchresults
 Increase sales: further along in the purchasecycle
and have a higher intent to buy*
 Relevance: deliver highly relevant ads targeted to
customer searches
 Program transparency: measure ROI and optimize
ad spend
Source:*Branding Brand Research, January2013; **Amazon.com, Inc. PressReleaseJanuary2016
In 2015, sellers worldwide using
Sponsored Products grew more
than 100 percent, year over
year**
Sellers worldwide garnered more
than $1.5 billion in sales through
Sponsored Products listings.**
$

15. Tips & Resources
Launch with automatic targeting.
Identify top-performing terms & leverage to
launch manual targeting.
Add negative keywords for terms not meeting
your goals.
Increase budget on top-performing campaigns.
Optimize keywords; increase bids on low volume
terms and top-performers.
1
2
3
4
5
Optimization Tips

16. Ad Success What is It?
-8- Week SP Optimization Support for Direct & SSR Sellers
-Each Seller is assigned an Optimizer who will handle direct
communication
Optimization Support Plan
WeekNo Activity
Week1 Optimizer sendsIntroduction with layoutplan
Week2
Provide Metrics - Basedon past 60days
performance
Week3 Optimization Recommendations1
Week4 Provide performancemetrics
Week5 Optimization Recommendations2
Week6 Provide performancemetrics
Week7 Third and Final Optimization Recommendations
Week8 FinalMetrics

17. Ad Success What is It? (Req. and Process)
Requirements
- Must be a 2017 Direct Sales Seller or 2017 Top SSR Seller
- Agree to use SP for minimum of 8 weeks
- Minimum Budget
- Direct: $25/day
- SSR: $20/day
- Set a target of 10%ACoS
-Agree to implement changes within 48 hours
Process
- Fill out the form using ‘Direct Sales’ as your team
- That’s it!
- Optimizer will handle intro, suggestions, and changes

18. Bulk Operations - Add New Campaigns & Edit ExistingCampaigns
Negative Keywords – Exclude low-performing customer search terms
Keyword Match Types – refine keywords with broad, phrase & exact match
Bid+ – help show ads in Top of search results, when eligible
Reporting –Search Term Report, Campaign Performance Report,
Performance by Placement, Performance over Time, Performanceby
SKU, Estimated Page 1 Bid Report, Other ASINReport
Ad Success (What they do…)

19. Fact or Fiction
Common Misconceptions

20. 2
0
Fact or Fiction?
Sponsored Products ads only show
when you are winning the buy box.
FACT

21. Attributed sales show up same day in
your campaign manager.
2
1
Fact or Fiction?
FICTION

22. Sponsored Products is only for Brand
Owners.
2
2
Fact or Fiction?
FICTION

23. You can advertise used/refurb items.
2
3
Fact or Fiction?
FICTION

24. Amazon Marketplace: Where do you fit?
FBA
SFP
Fulfilled by AmazonMerchant Fulfilled
Network
Seller Fulfilled Prime
MFN

25. Keys to Your Success
UseFBAto help scaleyour businessand outsource shipping and
customer service
Register asaBrand Owner
Apply for EnhancedBrandContent
ConsiderAmazonExclusives
Setup SponsoredProducts pay per click adsto maximizeexposure
Collaboration Supports Both Online and Offline Sales
Keys

26. What does this cost?
» Professional Merchant accounts cost $39.99 per month
 Provides access to listing in all categories and reporting tools
» Amazon Revenue Sharing
 Ranges from 6%-15% depending on the category your product falls into
» Amazon Services & Solutions
 FBA and sponsored products costs depend on your product
 Exclusives is an extra 5% added to category revenue share
» No extra fees for using account managers like myself
 We are non-commissioned employees of the Amazon Company

27. Do I qualify?
Before contacting the rep below please consider the following and understand that we cannot reply to
you unless you meet the 3 criteria below and answer all of the subsequent questions in full.
1.If you don’t know what products you will sell, then we can’t help you at this time. Additionally, we
require at least 5 SKU's to be added at the start of your selling to justify account management support.
2.If you have an account and already listed inventory then I can’t work with you. I only work with sellers
that have never listed a product before.
3.You must have a US bank account and US address in order for us to work with you.
If you meet the above qualifications, here are some questions I'd like to know in order to determine if a
conversation with me or another account manager is warranted. These will also help us refer you to the
right category manager.
What are your products and how many SKU’s do you have?
When will the inventory be in your possession?
What other marketplaces or website do you sell on, if any?
Will you commit to at least $25 per day on marketing?
What is your estimated revenue goal for 2018?
What is the best number and time to reach you if further information is needed?
Finally, if all of the above questions are not answered, we will not have time to respond to your email.
Current account manager: MarshDem@amazon.com

28. Questions?

29. Disclaimer
Amazon, Amazon.com and Amazon Services are
trademarks or registered trademarks of Amazon.com
or its affiliates. All other trademarks not owned by
Amazon that appear on this presentation are the
property of their respective owners, who may or may
not be affiliated with, connected to, or sponsored by
Amazon.