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Amazon Marketplace Optimization
Unpacking the Strategic Levers that Drive Marketplace Performance
The 2015 Virtual Summit for Amazon Sellers
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
We Turn Browsers Into Buyers
 Founded in 2007
Services Include
 Over +250 active retail clients
 Retail-focused Paid Search (PPC)
 Top 50 fastest growing companies in San Diego
 Google Shopping Management
 Recognized as an Official Google Shopping Partner
 Shopping Channel Management
 Exclusive focus on retail
 Amazon Sales Acceleration
Visit the New CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The 2015 Virtual Summit for Amazon Sellers

Tomorrow (3/11, 11-12pm PST): Amazon Search Secrets: Building a
Visible Brand on Amazon

Thursday (3/12, 11-12pm PST): Winning the Amazon Buy Box without
Sacrificing Profitability
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Webinar Housekeeping
Logistics
Session Recordings Will Be Sent Next Week
Speakers
Rick Backus
CEO
CPC Strategy
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Pat Petriello
Head of Marketplace Strategy
CPC Strategy
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Amazon Marketplace Expert
Pat Petriello
Head of Marketplace Strategy

Lead architect for CPC Strategy’s Amazon Sales Acceleration Program
(ASAP)

Former Account Manager on Amazon’s Seller Services Team

Second seller in Amazon history to participate in Amazon’s Brand Registry
Program (GCID)

Built out and managed a catalog of over a 250,000 SKUs as a professional
Amazon seller

Solely engineered & directed million dollar revenue stream on Amazon

Managed premium online retailer businesses both on and off Amazon (e.g.
Jazzercise)

Exclusive invitee for Amazon Sponsored Products Program
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Course Overview
The Typical Amazon Seller Narrative
CPC Strategy’s Approach to the Amazon Marketplace
Driving Sessions by Increasing Product Discoverability
Generating Orders by Optimizing Product Buyability
Conducting a Catalog Analysis to Implement the Right Strategies to
Key Product Segments
Q&A
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The Amazon Plateau

The Amazon Plateau: a long-term period of stagnant sales
growth

Without a strategy focused on ongoing optimization, a seller
will hit the proverbial wall

The increased sophistication of the Amazon Marketplace
warrants a new approach
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
CPC Strategy’s Approach to Success on the Marketplace
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Lever: Product Content (Relevance)

Product Titles

Features / Bullets

Search Keywords

Category-specific Product Attributes

When should you invest resources in optimizing
product content?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Lever: Catalog Structure

Parent & Child SKU Relationships
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Lever: Sponsored Products

Acceleration program for newer or low-exposure ASINs

Discoverability lever for your top Buy Box offers

Unveiling of Amazon’s search query data
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Discoverability Factor: Sales Performance History

Along with offer relevancy, sales performance is the
most important discoverability factor

Amazon has the incentive to give top-selling products
the most visibility

Drives the virtuous cycle between product
discoverability & buyability
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Fulfillment Method

Strongest Buy Box factor

The process for FBA assortment selection
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Fulfillment Latency

Strong Buy Box factor

Latency is entered at the product-level in the
catalog feed
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Landed Price

Strong Buy Box factor – highly immediate and controllable

Should be leveraged based on your competitive landscape

Enable strike-through prices

How about raising prices?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Product Reviews

Strong influencer of conversions on the detail page

Significant lever for brands

When should you invest resources in generating product reviews?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Lever: Seller Feedback

Buy Box factor

Volume X Score

Almost always a strong reflection of the quality of a
seller’s fulfillment processes

When should you invest in generating seller
reviews?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Buyability Factor: Seller Rating

Strong Buy Box factor

Mostly comprised of multiple components found
within Seller Central (ex. On-Time Delivery Rate
(ODR), Late Shipment Rate, etc.)
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Knowing Which Levers to Focus on for Specific Product Segments
Discoverability

The highest Buy Box ownership share (%)
Buyability

The highest number of sessions
The most immediate opportunities will always be products with:

The highest number of orders

The most amount of revenue generated
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Questions for Pat?
Submit your questions in the chat box on the right
Maximize Your Revenue on the Amazon Marketplace
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
The 2015 Virtual Summit for Amazon Sellers

Tomorrow (3/11, 11-12pm PST): Amazon Search Secrets: Building a
Visible Brand on Amazon

Thursday (3/12, 11-12pm PST): Winning the Amazon Buy Box without
Sacrificing Profitability