The Most Pressing Amazon Operations Challenges — and How to Address Them
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The document covers key operational challenges faced by Amazon businesses and how to address them, highlighting strategies such as minimizing storage fees and out-of-stocks, managing chargebacks, and optimizing product catalogs. It features a webinar with expert insights, including a checklist for successful retail operations on Amazon. Additionally, it outlines upcoming sessions related to leveraging data trends and enhancing advertising strategies for improved sales performance.
The Most Pressing Amazon Operations Challenges — and How to Address Them
- 1. The Most Pressing Amazon Operation Challenges - And How To Address Them
- 2. Today’s Logistics Kerry Mallett Senior Content Specialist, Webinar Recording & slides will be in your inbox by Friday Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 5. Our Speaker PHIL STOLT SVP, Retail Operations
- 6. Agenda ● The Need for Strategic Amazon Retail Initiatives ● The 4 Most Pressing Client Questions ● Your Retail Ops Checklist ● Q&A 6
- 7. Which of the following are the most pressing for your Amazon business? ● Minimizing Storage Fees and Out of Stocks ● Managing and Minimizing Chargebacks ● Catching Customers’ Attention with Advertising Features ● Managing my Amazon Catalog ● Something else - tell us in the chat! POLL
- 8. The Need for Strategic Retail Initiatives 8
- 9. 9 End-to-end Amazon channel management Tinuiti Ortega Group Synergy Between Amazon Experts: Tinuiti + Ortega Group
- 10. Pillars to Amazon Success 10 Advertising & Marketing Content & Creative Technology MobiusX Strategic Operations End-to-end channel management
- 11. Advanced Amazon Channel Strategy CATALOG MANAGEMENT Product Whitespace Analysis Product Lifecycle Maintenance Merchandising ACCOUNT HEALTH FBA Account Monitoring Fulfillment Strategy Amazon Annual Vendor Terms Negotiation Pricing Strategy PLANNING, PO/SHIPMENTS, OPERATIONAL COMPLIANCE Forecasting PO Management FBA Shipments Minimizing Chargebacks 11
- 12. The 4 Most Pressing Questions We Get From Clients 12
- 13. How Do I Minimize Storage Fees and Out of Stocks? QUESTION 1 Minimize Out of Stocks (OOS) or in Amazon Terms ROOS (Replenishable Out Of Stock) Forecasting is the key to limiting OOS (taking into consideration the longer lead times). Storage fees are such a low percent of an accounts overall fees Storage Fees should be afterthought if inventory is managed properly Control WOC (Weeks of Cover) Amazon typically needs 6-8 WOC in their FC’s More frequent shipments at lower volumes FBM/3p or Drop-ship/1p as a backup to FBA/retail
- 14. How Do I Manage and Minimize Chargebacks? QUESTION 2 Identify Root Cause Dispute Chargeback where appropriate Make changes as necessary Have we seen this before? Drill Down to the Root Cause Chargeback Disputes Have we seen this before? Make necessary changes to fix and alleviate the chargeback Why is it occurring and where is it coming from? Build a business case to highlight inconsistency or error in Amazon’s chargebacks If yes (99% of the time) Follow internal resolution plan and work with vendor to implement appropriate changes in process The fix could be in labeling, operational process, packaging, catalog detail etc. If no (less than 1% of time) Root cause further and work with internal Amazon contacts to help understand chargeback and resolution path
- 15. How Do I Catch Consumers’ Attention with Amazon Posts? ● Show the product in a realistic setting, like a lifestyle image. ● Let the image speak for itself. Avoid extra graphical elements such as text, misleading buttons/links, or icons. ● Reflect quality of product with a quality image. Avoid poor resolution image, blurring, stretching, or extra dead space around image. ● Build on the visual story behind your image with the caption. ● Call to actions must be clear and precise. "Click Here” or other non-specific variations are not allowed. To participate in Posts you must be a vendor or a seller in the US enrolled in Amazon Brand Registry and have a Store. QUESTION 3
- 16. What are the Best Practices for Managing my Amazon Catalog? 1. Focus on advertising and PPC before the foundation has been built 2. Brand oriented content vs Amazon optimized content 3. Budget not allocated to improving content on Amazon QUESTION 4 Catalog management is foundational - we think of it as the X’s and O’s before higher level strategy can even begin! Common Issues We See with Amazon Catalogs
- 17. 17 What are the Best Practices for Managing my Amazon Catalog? Number of Images Fill all the Space White Background Include Copy Enhanced & Lifestyle Images Include Zoom in Images & Charts (comparison, sizing) Title Number of Characters 150 characters or longer Conduct Keyword Research Include Brand Name Bullet Points Keyword Indexed At least 5 bullet points Conduct Keyword Research Include Core Differentiators ABC/A+ Below the Fold Include Comparison Charts Ensure You Have Unique Info Highlight Brand Assortment Reviews Q&A + Comments Aim for 4.3 Star or Above Demonstrate Social Proof: At least 30 Reviews Monitor & Respond to Comments QUESTION 4
- 18. Your Retail Ops Checklist 18
- 19. 19 YOUR RETAIL OPS CHECKLIST Critical Considerations for Operational Success on Amazon Inventory Planning Lead time from supplier Lead time to Amazon WOC (Weeks of Cover at Amazon) Reporting Monitor Traffic/Conversion Monitor YoY, MoM, WoW Take action from the data Forecasting Planning Weekly, Monthly, Long-term Planning for Market Changes Planning for Seasonality Content Below the Fold Ensure Content is Optimized Include Images, Video, 360, Posts, Q&A, Reviews Build out A+, Brand Store PPC/DSP/OTT Comments Utilize Sponsored Products/Brands/Display Demonstrate Social Proof: At least 30 Reviews Actively Monitor & Respond to Comments
- 20. Winning on Amazon today requires a whole lot more than just advertising. Schedule Your Consultation with an Amazon Expert
- 21. Q&A PHIL STOLT SVP, Retail Operations
- 22. 22 Stay informed on the future of digital marketing Visit our new content hub ➜
- 23. Thank you!
- 24. 2022 Amazon & Retail Media Virtual Summit WEDNESDAY, FEBRUARY 16TH How to Leverage the Latest Data Trends in Amazon Advertising 10AM PT | 1PM ET The Most Pressing Amazon Operations Challenges — and How to Address Them 10:35AM PT | 01:35PM ET Using Market Share Data to Improve Your Amazon Sales 11:10AM PT | 02:10PM ET Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon Posts, Stores, Video, and Streaming 11:45AM PT | 02:45PM ET How to Successfully Forecast on Amazon — Even During Year Three of Ecommerce Disruptions 12:20PM PT | 03:20PM ET THURSDAY, FEBRUARY 17TH The Time for Execution in Retail Media Is Now: Priorities for 2022 10AM PT | 1PM ET Walmart’s Omni-Channel Opportunities: Creating an Insights-based Ad Strategy 10:35 AM PT | 01:35 PM ET Scaling Growth Across Digital Grocery Marketplaces 11:10AM PT | 02:10PM ET Getting Your Products on (and then off) the Shelf: Working with Brokers and Creating Winning Advertising 11:45AM PT | 02:45PM ET
- 25. We’re on a break! We’re on a break! Thanks for joining the 2022 Amazon & Retail Media Virtual Summit! We’ll be back at 11:10AM PT | 02:10PM ET