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Source: Visual Capitalist – August 17, 2018 (excludes privately held companies)
49.1%
6.6%
3.9%
3.7%
Source: 2019 Amazon Consumer Behavior Report, Feedvisor
Amazon Standard Identification Number (ASIN) –10 character alphanumeric unique identifier assigned by Amazon
The box on a product detail page where customers begin the purchasing process by adding items to their shopping carts – the seller owning the Buy Box will fulfill the sale by default.
Pricing Control of Products Seller Controls Pricing to Customer Amazon Retail Automatically Sets Price
Prime Eligibility Available through FBA Program All Products are Prime Eligible
Payment SchedulePaid for Orders on a 14-Day Schedule
(Only Paid for Shipped Orders)Payment Terms are Negotiated
(Typically Net-30/Net-60)
Inventory ManagementSeller is Responsible for
Stocking InventoryAmazon Submits Purchase Orders
for Inventory
Product PromotionsCoupons, Lightning Deals, Promo Codes
Funded by SellerCoupons, Lighting Deals, Promo Codes Funded by
Vendor (at full retail $)
Customer Interaction & InformationAccess to Customer Info, Customer Messages,
Respond to Reviews & QuestionsNo Access to Customer Info, Limited Interaction
Outside of Review Response
Data & ReportingAccess to Product Level Information as far back as
24 monthsAccess to Limited as little as 60 days back – unless
paying $$$ for Premium Data
Source: 2019 Consumer Research Report, Salsify
At its core, Amazon is a search engine.How well you index on the marketplace, and your ability to drive and
convert traffic on your detail page is dependent on a number of factors.
Functioning like a mini website within Amazon, Stores give you a
landing page for customers to shop all your products in once place.
We can also attribute off-channel campaigns (Search, Social, etc.) to
Amazon using the Store as the landing page.
Amazon has begun to increase the number of ‘Brand Health’ issues it flags for products on its platform. Here’s the impact it could have…
If you’re distributed through Whole Foods, be ready to get stuck in the middle of Whole Foods and Amazon.
41%
39%
37%36%
35%
33%32%
31%
17%
20% 20%
22%23%
22%21%
20%
2% 2%
7%
9%10%
12%13%
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2016 2017 2018 2019 2020 2021 2022 2023
Amazon
Source: The Rise of Amazon Advertising, Business Insider
Brand Awareness
Consideration
Conversion
Drag & Drop Image
Monitor your performance with bid changes and negations
Mix budget with Sponsored Products and Sponsored Brands
Successful Sponsored Ads start with the right structure
Advertising on Amazon is a shopping feed
How much would you pay to acquire a loyal customer?
How much would you pay to steal a customer from
your main competitor? What’s the real cost of
protecting your brand?
When a customer purchases through a keyword
targeted ad, Amazon’s algorithm will organically rank
that product higher for that specific keyword. Tracking
this over time shows the halo impact of ad spend
towards specific keywords on organic ranking.
Knowing how ads perform in relation to your
total catalog is key to developing a sophisticated
strategy.
Having a structure that allows you to see isolated
performance allows you to be surgical with budget
allocation.
Sure, the U.S. is Amazon’s biggest marketplace. But it’s a big world that’s suddenly smaller.
Attribution ModelLast Click, 14-Day Window through Source
TagLast Touch, 14-Day Window through link/pixel
tags
Landing Site(s) for Media Must Land on Storefront Pages Only Any website, Product Page, or Microsite
Attribution Tag LimitTop 200 Sources (Campaigns, Ad groups,
Keywords, etc.)No limitations, bulk uploading available soon
Cross-Device Measurement Not Specified, No Tracking/Breakout Cross Device Measured by Amazon Account
Metrics MeasuredSales, Orders, Store Views, Visitors,
Subpage Performance
Impressions, Clicks, Detail Page Views, Add to Cart, Purchases, Sales, Units Sold, Builds
audience data from conversions
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