Navigating Amazon Retail Advance Part 3 - Growth and Expansion Strategies
Download as PPTX, PDF0 likes27 views
The document outlines various Amazon growth levers for brand owners, including tools such as Subscribe & Save, Virtual Bundles, and the Monthly Installments Program to enhance product visibility and customer engagement. It highlights the importance of managing subscriptions, creating product bundles, and understanding product badges to improve sales performance. Additionally, it includes strategies for leveraging the Brand Referral Bonus and utilizing data-driven insights to identify new product opportunities.
Navigating Amazon Retail Advance Part 3 - Growth and Expansion Strategies
- 1. Identify and apply growth levers Recognize available Amazon growth levers including Subscribe & Save, Virtual Bundles, the monthly installments program, product badges, Manage Your Experiments, and Product Opportunity Explorer. Unlocking Amazon Retail: Post #1 1
- 2. Amazon brand growth levers Amazon provides access to tools which can help you improve brand discoverability and create new opportunities for your brand’s growth. ● Subscribe & Save ● Virtual bundles ● Monthly installments program ● Product badges ● Manage Your Experiments ● Brand Referral Bonus ● Product Opportunity Explorer ● Amazon Vine* ● A+ Content* 2
- 3. Subscribe & Save ● Subscribe & Save offers discounted pricing, free shipping, and scheduled deliveries for eligible products. ● It's a tool to drive repeat purchases and enhance brand visibility among engaged customers. ● Customers can opt in for auto-repeat delivery and enjoy discounted prices without commitments or fees. ● Available to eligible brand owners with an FBA account in good standing. 3
- 4. Subscribe & Save ● Two types of Subscribe & Save orders: Sign-up and Replenishment. ● Sign-up orders are the initial subscription, requiring the offer to be the Featured Offer. ● Replenishment orders are auto-created based on customer-set frequency (monthly intervals, one to six months). 4
- 5. Subscribe & Save To manage Subscribe & Save products, utilize the "Manage products" page in Seller Central. From there, you can: ● View your Subscribe & Save products ● Set discount-funding and automatic-enrollment preferences ● Access details of all subscriptions for enrolled products ● Send and replenish inventory. 5
- 6. Virtual bundles ● Virtual bundles are available to brand owners using Fulfillment by Amazon (FBA). ● They allow the creation of product bundles. ● This enhances the shopping experience, making it more convenient for customers to explore and purchase multiple items from your brand's catalog. 6
- 7. What are virtual bundles? ● Virtual bundles enhance the shopping experience by offering complementary products together. ● They allow for the creation of product groups containing two to five items. ● Customers can purchase these bundled products from a single product detail page. ● Virtual bundles offer the benefits of bundled products without the need for physical packaging or changes to inbound inventory. ● They are accessible to registered brand owners in the U.S. with an FBA account, meeting the eligibility criteria. 7
- 8. Types of virtual bundles ● Convenience: A bundle created to merchandise two or more compatible, related products together to customers on the same product detail page, but does not offer a promotion price or deal for the joint purchase. ● Value: A bundle created to merchandise two compatible, related products together to customers on the same product detail page and offer a promotion price or deal for the joint purchase. ● Exclusive: A bundle containing one or more components which cannot be purchased individually. ● Multibox: A product fulfilled in multiple boxes which is managed in the catalog as a bundle. ● Customizable: A shopping experience allowing a customer to select components to include within a bundle from a curated, tiered selection of compatible and complimentary products. 8
- 9. Monthly installments program ● The Monthly Installments Program offers eligible customers an affordable shopping solution. ● Qualifying retail products meeting category profitability targets can participate. ● Customers can choose to split their purchase into equal monthly payments. ● The option is presented on the product detail page within the Featured Offer section. ● Availability of this program is subject to customer eligibility and product qualification. ● Eligibility is determined by factors such as 9
- 10. Product badges ● Product badges enhance product visibility in search results and detail pages. ● They appear based on predefined criteria and require no action from sellers. 10
- 11. Product badges: Amazon's Choice ● Amazon's Choice badge aids customer browsing with recommended products. ● Selection is based on factors like ratings, pricing, and availability. ● To increase chances of selection, focus on high ratings, competitive pricing, and immediate availability. 11
- 12. Product badges: Best Seller ● Best Seller badge is awarded to products ranked #1 in a category with at least 100 ranked items. ● It signifies a notable achievement for the product. 12
- 13. Product badges: New Release ● New Release badges are awarded to #1 best sellers among new releases in a category. ● They signify high performance among recently launched products in a category. 13
- 14. Manage Your Experiments ● Manage Your Experiments: Allows A/B testing on product listings to determine content performance. ● Comparison Testing: Compares two content versions to identify the more effective one. ● Optimization for Growth: Helps brands refine content for increased sales and conversion rates. ● Available to Brand Owners: Exclusive to those enrolled in Amazon Brand Registry at no cost. 14
- 15. Product Opportunity Explorer ● Product Opportunity Explorer: Available for professional sellers in select regions. ● Customer Demand Analysis: Helps identify new product ideas based on customer behavior. ● Evaluate Unmet Demand: Assesses if there's a market gap for new products. ● Access to Customer Data: Provides up-to-date information on customer needs and existing offerings. ● Niche Insights: Analyzes niches for economic potential in launching new products. 15
- 16. Brand Referral Bonus ● Brand Referral Bonus Overview: ○ Opportunity for Amazon Brand Registry sellers in the U.S. ○ Earn an average 10% bonus of sales price from non-Amazon marketing efforts. ● Using Brand Referral Bonus: ○ Requires Amazon Attribution and Amazon Ads account. ○ Register for Amazon Ads and then sign up for Brand Referral Bonus on Seller Central. ○ Utilize Amazon Attribution for campaign creation and URL tagging. ● Earning the Bonus: ○ Embed tagged links in non-Amazon marketing campaigns. ○ Sales from tagged links (within 14 days) earn bonus. ○ Bonus credited as referral fee reduction after a two-month waiting period. ● Bonus Rates: ○ Varies by product category, ranging from 2% to 30% based on sales volume and category. 16
- 17. Apply Amazon brand growth levers ● Explore Amazon Ads solutions: Identify opportunities to advertise your products and brands to customers both on and off Amazon.com. ● Drive customer loyalty: Utilize Subscribe & Save to help drive repeat purchases and build brand awareness among highly engaged customers. ● Offer product bundles: Create virtual product bundles to drive better shopping experiences, making it easier to discover and buy more from your brand's catalog. ● Ease purchase friction: Make shopping more affordable and help remove friction for customers by offering monthly installments for eligible products. ● Enhance product detail pages: Use A/B tests to optimize your product detail pages and ensure they meet the eligibility requirements for product badges. 17
- 18. Apply Amazon brand growth levers ● Earn a bonus on sales: Sign up for Brand Referral Bonus to earn, on average, a 10% bonus of the sales price on sales generated from non-Amazon marketing efforts. ● Identify opportunities for new products: Use the Product Opportunity Explorer to evaluate if there is unmet customer demand and opportunities for you to meet that demand through new products. ● Gain insights: Use Amazon Attribution to understand how your non-Amazon marketing channels help customers discover, consider, and purchase your products on Amazon.com. 18