Julia Nelson is the Director of Ecomm Expert Services & Enablement at Kenshoo, a technology platform that helps brands plan, activate, and measure effective marketing across all of the most engaging digital channels. Julia earned her degree in Arts, Marketing from the Carson College of Business at Washington State University. Prior to joining Kenshoo, she was the Director of Enterprise Ecommerce Marketing at content26, LLC.
Peter Phillips is the Sales Director of Ecommerce at Kenshoo, where he oversees the development and expansion of strategic e-commerce accounts that use Kenshoo to manage their Amazon campaigns. Peter has a background in e-commerce services, software business development, client management, campaign optimization, and more. Before Kenshoo, Peter was the Director of Business Development at Marketplace Ignition.
Here’s a glimpse of what you’ll learn:
- Julia Nelson talks about Kenshoo’s Share of Voice Insights and the benefits of appearing at the top of search results
- Peter Phillips discusses the differences between paying for shelf space in traditional retail stores and selling on Amazon
- Can brands include upsells or product placements on the Amazon marketplace?
- Why you should bid and advertise for your own brand names on Amazon
- Kenshoo’s philosophies on how to achieve top of search using ad campaigns
- How to know if you’re on the right track with your Amazon advertising strategies
- The top metrics to look at when making advertising decisions
- Julia and Peter’s strategies for creating optimized Amazon listings that stand out from the competition
In this episode…
The growth of online marketplaces—especially Amazon—means that there is now more competition among brands to appear on the first page of search results. Achieving the top spot on that page is an added advantage, as this is the biggest driver when it comes to returns and general revenue.
However, for brands to get a coveted slot on the first page of Amazon, they must have a savvy advertising strategy. That’s where Kenshoo comes in. Kenshoo is designed to help brands create optimized listings by providing the in-depth insights they need on everything from Share of Voice data to the performance of different ad campaigns.
In this week’s episode of Buy Box Experts, host Eric Stopper interviews Julia Nelson and Peter Phillips from Kenshoo about how to create Amazon ads that put brands at the top of search results. They discuss why businesses should advertise for their own brand names, which metrics to pay attention to when making advertising decisions, and how to optimize your listings for Amazon’s algorithm. Stay tuned.
Resources Mentioned in this episode
- Buy Box Experts
- Kenshoo Share Of Voice Insights
- Julia Nelson on LinkedIn
- Peter Phillips on LinkedIn
Sponsor for this episode…
Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace.
The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload.
Buy Box Experts prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management.
Learn more about Buy Box Experts at BuyBoxExperts.com.
Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s ecommerce world.
Eric Stopper 0:18
And welcome to the Buy Box Experts podcast This is Eric Stopper. Today’s episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and makes them unbeatable. And listen, I know you’re stressed. I know that the senior management at your company doesn’t understand the marketing tactics that you want to employ. They don’t understand that you need more budget, they don’t get it. Come and talk to me and let’s get on the phone call with them and I’ll just show them the numbers. Go to buyboxexperts.com click on the free analysis button you’ll be connected with me or a member of my team and we will help you out. There’s no reason to stress on Amazon. This is supposed to be fun. We’re making money.
This episode is part of a 10-part series that we’re doing With the geniuses at Kenshoo, we thought to bring together our collective knowledge in a way that was fun and educationally indispensable. Today, I’m joined by Julia Nelson, Director of Ecomm Expert Services and Enablement. And Peter Phillips, Sales Director for Ecommerce at Kenshoo. Guys, welcome to the show.
Peter Phillips 1:19
Here, good to be here. Thank you.
Eric Stopper 1:22
So today we’re talking about Amazon share. And more specifically, we’re talking about the anatomy of Amazon’s first page when it comes to advertising so you know, you guys are representing Kenshoo can choose an advertising first platform, but we’re going to talk about the differences between organic and paid and then how these things are arrayed on the page and then how you can utilize them in order to help your brand perform as as well as as possible on Amazon. And so, one of the first questions that I have for you is inside of the Kenshoo tool, there is something that gives Share of Voice. And it tells you like, of the people that are advertising around you. How many of the clicks go your way? How many of the sales go your way, kind of explain that part of the tool so that everyone gets a good understanding of what that does?
Julia Nelson 2:20
Yeah, I can start with that. So it’s called brand insights. And essentially, for a given advertising account or given brand, you would select a certain amount of keywords that you want to focus on. And from there, we’ll start to track overall share voice for those given keywords over time. So then you can start to slice and dice all that data for a given keyword, what is paid and what is organic, and how you measure up to your competitors. So you can see your sharing, or maybe your overdriving on organic and then you have 20% towards paid. And you can compare that relative to the other competitors for that given search term, to see how your investment measures up.
Eric Stopper 2:58
And that’s like how often Am I appearing at the top how often my appearing next to a competitor, will it tell me that like adjacency to other people, and
Julia Nelson 3:08
stuff like that, you can look at the whole page cumulatively, and then you can also break it down by the first five positions. So I am nuanced with those first five positions and it’s gonna be a bit different depending on your category. So those first three positions could be paid, or the first four could be paid. And then the fifth is typically always organic, but that is kind of varying, and something that Amazon has been testing out as far as how many positions are, that are paid at the top of search results?
Eric Stopper 3:34
And then how I mean this, this is a conversation I’ve had a bunch of different times, but how many of those positions actually matter to the customer? Yeah, I mean, are people scrolling past the first five products? I know for a fact I’ve been on the second and third pages of searches, but that might just be because I’m in this space. How important is it to be at the top?
Julia Nelson 3:55
So top of search is typically very important. And you can look at that from a few different angles. You can, you know, look at your organic placement. So if you’re nowhere on the first page organically then paid top of search is very important because of that visibility. And then also you can compare your advertising metrics. So typically top of search is your top performing placement compared to other or product detail pages within sponsored products. So it can be really costly, but it’s also the biggest driver from a return standpoint, as well as just general revenue.
Eric Stopper 4:24
That makes a lot of sense. So I’m trying to think of an analogy that you guys brought up prior to our recording where when I walked through an aisle at a traditional brick and mortar retail spot, I look around right and I have general ideas of what’s in that aisle. Sometimes I look at the titles of some of the foods that are in that aisle, but mostly like, if I look over and I see some brown sugar like I’m in the baking aisle, you know what I mean? I’m a simple consumer at my eye level. Those brands have paid Be there, right? In a grocery store? Like how does that work on the retail side? ignoring amazon for a second?
Peter Phillips 5:08
Yeah, I mean, I’ve always enjoyed the analogy between brick and mortar operations and what you see in the digital world, you know, for traditional retail, shoppers may not realize, but brands have these shopper marketing budgets that they are investing with retailers, and they’re buying the end cap the placements on the end of the aisle, or they’re buying the shelf space that’s at eye level, as you mentioned, so that they are more visible and they can get more sales. You know, they have to pay a premium for that placement. And you talk to brands that are looking at Amazon looking at, you know, sponsored products, and maybe they’ve been selling on Amazon for a few years, maybe not. And they start to think why do I have to pay for a sale where I would have shown up at the top of the search results anyway. And the answer is If you’re not paying for it, if coke doesn’t buy that eye level placement on iOS seven, then Pepsi’s gonna get it though, you know, it is a necessary part of a successful program to you know, try to grab those paid placements in addition to boosting your organic rank and showing up in those organic placements as well.
Eric Stopper 6:23
And now it’s it’s hard to string this analogy together you know completely apples to apples where you know, a sponsored product is you know, showing up on the the next highest shelf where everybody can see you and sponsored brand is like a, you know, like a whole a whole piece of the aisle that’s only your products. But I’m wondering like, Is there an end cap to Amazon search, you know, is there a way to just get the customer on their way to the checkout line? Or has Amazon really not quite gotten that far, you know, like almost interrupting their purchase process. to upsell them, so to speak, or their end caps like that on Amazon,
Peter Phillips 7:05
I think the closest equivalent. I mean, you could say your sponsored brand is really premium placement at the top search results page. If you’re looking at, you know, capturing them as they’re going through the checkout. Then I’d say the product display ad placement right below the buy box is somewhat similar. So those things are different ways that you can sort of advertise a product that might be category adjacent, you can put that in the product ad placement placement, right below the buy box. So if I’m buying a new Bluetooth mouse, I might need batteries for that. So I might want to run that placement right under the buy box. I don’t know if there are other successful strategies that Julia has seen advertisers employed but those are the ones that come to mind.
Julia Nelson 7:57
Yeah, as far as other opportunities to target specifically And so kind of the analogy of you’re in the checkout line and trying to divert those sales or basket bills. In addition to product display, or now sponsored display, there’s PDP targeting within sponsored products as well. So you can layer that a couple ways you can target at a keyword level and then increase your bid on PDP placements, meaning that you’re going to show up in category items on that detail page. So those placements are not quite the same as below the buy box. But there are multiple carousels within the PDP that you could show up for sponsored products, as well as we started to see sponsored brands placements show up there as well. And they’re kind of right below the product images. This is just released. So there’s not a ton of reporting insights yet. But kind of opening up. You know, the ad inventory for sponsored brands to also include the same placements as sponsored products. So that ad type can also scale. And then building on top of just search advertising all together on Amazon. There’s also a DSP and then even a sponsored display. Kind of like retargeting so you could retarget in market products within the same product or within the same category as your products, or even retargeting consumers that did not purchase on your event to begin with, and follow them through that purchase funnel until they come back to Amazon and hopefully complete the purchase.
Eric Stopper 9:18
Man. I’m trying to imagine this if I’m Walmart, if I’m selling to Walmart, I’ve been doing that for a while in my business. I’ve got all this kind of figured out, right? There’s a finite amount of places that I can put my product and there’s a bid that I can make for those. But on Amazon, it sounds like it’s like the wild west and they’re always trying out new things. How does someone stay on top of all the different places that an ad can go? Or as does the automatic campaigns? Do they just do that now? They just put ads everywhere and populate you and all these special places? Or do you have to deliberately go in and like I want this to advertise, you know, at the keyword level at the category level under the buy box. How’d you know? How do you find all these things?
Julia Nelson 10:03
Yeah, there’s kind of two, two silos to that. So they’re all sponsored products. So that’s all the same ad inventory, whether it’s keyword driven or automatic, or even product attribute targeting, where you can target a category or individual asen. They all are vying for the same position within sponsored products. And then the second layer would be the position adjustments. So that’s where you can prioritize top of search, or you can prioritize product detail pages. So those kinds of levers in conjunction with how you’re targeting is how you can isolate your strategies.
Eric Stopper 10:32
Okay, that makes a lot of sense. Well, let’s steer you guys we’re talking about the buy box right now. We want to talk about just like the search page when people type in a term and products show up. We call that the SERP script when they’re searching for that, I want to understand two things. Are there questions that I get a lot. The first one is for the brands that already have some pretty good organic, brand search. I get fought and fought and fought. On like whether or not we should be doing ads on their own brand name, because they’re like, Look, you know, they’re gonna buy my product anyways, they’re searching for it. But Peter a second ago, you said that like, if you’re not bidding for it someone else is. And so I just kind of wanted to get your thoughts on the branded side of things. Is this a best practice? What kind of data indicators are going to tell you? If you should be advertising for your own brand name?
Peter Phillips 11:29
Yeah, I mean, in my opinion, I think everybody should be just because, like we have been discussing, if you’re not doing it and your recognizable brand, somebody else is gonna bid on that. So if you know Nike doesn’t take placement, Reeboks going to or Adidas or you know, the list goes on. And so, I think the good news for advertisers is that if someone is searching for your brand name, your organic relevance or your relevance overall is Going to be greater such that you might not have to bid as aggressively, you know, to earn those placements. In which case, you know, you’ll show up right at the top and you might show up in a sponsored result and an orca ganic result right next to each other. And how great is that because it just means you’re taking up more of the shelf, more of the ice base for the shopper to then select one of your products. And so, you know, that’s going to also drive a good return because if the shopper is searching specifically for your product, you know, not only are you more relevant, but the shopper is very likely to convert on your product. So while it feels that you might have gotten that sale naturally, if somebody else swoops in because you didn’t take the placement, you may have lost that sale where the investment to get it was gonna be, you know, minimal compared to a generic category term. And the chance of conversion is going to be Very high. So it feels sometimes like I shouldn’t have to pay to play on my own brand. But in reality, you’re really missing out on a lot of potential sales if you’re not.
Eric Stopper 13:13
Julie, anything to add?
Julia Nelson 13:15
Yeah, I was just gonna say from kind of another angle as a way to somewhat compromise with that pushback from brands is say you’ve got you know, a few aces that rank really high organically for your given branded, but you have a new product launch, so maybe prioritize those reasons for your branded terms. It’s gonna be less expensive with high returns and you’re also getting that exposure for that new product that likely likes very low organically.
Eric Stopper 13:41
Yeah, that makes a lot of sense. It makes a lot of sense. The one that comes to mind is there’s a company that sells ginger chews and there’s a branded name for those ginger chews and I saw that they were advertising their ginger juice for the ginger choose because this ginger choose already had the first spot. And so I think that’s really compelling. I had Never thought of that.
Unknown Speaker 14:02
So that’s the branded side. The unbranded side is a huge headache.
Eric Stopper 14:14
And I get questions all the time about campaign structure, and like bid optimization. And just everything that you can think of when it comes to bidding on just like a generic keyword that’s related to your product. I want to get a sense for how Kenshoo views the strategy when approaching top of search for a brand. In the context of which products to put at the top of those kinds of lists. How long to run those ads. I think we could get into a lot of the meat of this, but what are some of the core philosophies that Kenshoo has when approaching the problem of like, Okay, how do we get to the top of search?
Julia Nelson 14:54
Yeah, I can start with that. So I think first and foremost, you would isolate what keywords are most important to your brand, and To your category and where you want to focus those efforts. So typically, you know, that could be 20 keywords, sometimes less, certainly much more narrow than your broader keyword set. But prioritizing what keywords you want to go after. So putting those into a single campaign, isolating which basins you want to support against those keywords. So that’s two, from my perspective is weighing the organic placements versus the agents that are not showing up organically already. But then also taking the perspective that Peter brought up earlier. If you’re ranking higher organically, you have a higher relevancy. So it typically can be a little less expensive. So there’s certainly a deeper analysis there. I’m making sure you’re using the right agent assortment with those keywords. And as well as other inputs, like it’s a new product launch, or you have a deal or promotion or it’s a bundle or something. So whatever those agents are that you want to associate with those keywords, putting them in their own campaign, I’d recommend single accent ad groups so you can get more granular Other data. And then from there since you have them in your own campaign, you can then overdrive on the top of search placement adjustment that we talked about earlier, ensuring that you’re spending the majority of your campaign daily budget on that specific placement.
Eric Stopper 16:14
Peter, anything to add there?
Peter Phillips 16:17
Yeah, I mean, I think, from an advertising perspective and keyword strategy, Julia, that’s a very comprehensive analysis there. I would take it even a step farther. And, you know, I don’t want to get us too far off the path of how this relates to SERP and keyword advertising. But if you want to be at the top, you also have to make sure that you know, you’re going to be prime eligible, right? So typically, that means our products are either vendor or we’re in FBA. And also we got to have good content. You know, our titles have to be formatted correctly. Our bullets have to be relevant or descriptions have to be strong. So everybody always talks about the Amazon flywheel. You know, you provide a good shopping experience, you are a highly relevant product, you get good reviews after the purchase and, you know the cycle, the flywheel starts to spin a little faster for you. It’s an overused cliche, potentially, but I do think that’s true. I mean, anytime you want to show up at the top, you got to make sure that you’re tackling the program holistically, which, you know, working with you guys at Buy Box Experts, we’ve seen you do amazing things and, you know, providing operational consulting and, and efficiencies through content development, marketing. And then of course, you know, with, with Kenshoo, I think with our partnership and the ability to really get granular in how you’re managing the keyword advertising, all of those things put together will eventually drive these products and these listings toward the top of the SERP and it takes time, you know, that which can be something that is hard to grasp in, you know, in a digital environment. You know, people want things to happen, immediately Because that’s what we’re used to, but you do have to build up your, your brand and your relevance over time. And I think, you know, everything we’ve addressed, here is the exact way to get there.
Eric Stopper 18:11
Yeah, and on a previous episode in this series, Juliet talked about the I mean, the more money that you are able to spend through the Kenshoo program and just on Seller Central too, the more data that you’re gonna have, the more statistically significant that data is. And so like, time is a big factor. And so the brands that may be like, are just really struggling to break through this barrier where they can’t really own a keyword, how long, you know, and what budget I probably depends greatly on the keyword and the category, but what are some general rules of thumb to help somebody know like, that they’re on the right track, that they are actually like, slowly working their way up the rank and that their keyword strategy is good.
Julia Nelson 18:59
Yeah, I think A lot of the approaches we’ve taken are mentioned here as far as tactically with your campaign structure, but then also being able to manage that or monitor that rather in brand insights to see what kind of movement you’re making on a paid and organic share perspective, so that you can see the fruits of your labor from your campaign. And then from there, you can understand what the CPCs cost for your product to show up at the top of search. And then you can start to kind of build out a larger budget on what it would take to build your voice at that certain CPC.
Eric Stopper 19:31
I think that makes a lot of sense. Peter, anything to add there?
Peter Phillips 19:35
Yeah, I mean, I think the share metric is highly relevant here. And also some people will look at, you know, a total cause in the absence of incrementality testing on Amazon, because you can’t get a target. I think that looking at your overall sales as you make advertising investments to understand, yes, my attitude sales are increasing. But am I seeing a corresponding lift in my organic sales? You know, if so, and you’re also seeing your visibility increase, then I would say your advertising is not only driving more sales, but it’s driving incremental sales. And I think that’s something that’s really important, most advertisers.
Eric Stopper 20:19
Yeah, I would say that those are some of the insights that if I, if I was running internally, the account for somebody, like inside of a brand, that I would want to be reporting on that to, to my senior leadership, I think that everybody in the organization would care about those kinds of metrics. And, to this, to this point in time, Amazon hasn’t really like made that super easy to just report and all that but Kenshoo has, and I and I do kind of want to like break away and talk about some of the different insights that can you can can give you that are above and beyond what Seller Central is able to provide you and so it In addition to like, the the brand insights, which is a tool that might even have some things that we haven’t talked about in it, but what are some of the other the other insights that can you can give you when you’re looking at this kind of top of search share a voice, how my ads are actually pushing me to the top? What are some things that I can’t find in Seller Central that I can find in Kenshoo?
Julia Nelson 21:23
Yeah, there’s a lot of specific Amazon reports within Kenshoo that are going to be specific to placements as far as eligibility and slicing and dicing your data any which way you’d like historical data, there’s a lot of those kind of in the weeds report that you just can’t get within seller, central or Amazon advertising. But really all of that aggregated together and the scalability of being able to connect that into a dashboard where you can integrate all of your other data sources as well, like your top line sales that Peter mentioned, then you can start to build out a holistic Reporting Suite so that you can understand the relationships between those things, and then make advertising pivots accordingly. A lot of it is just making sure you’re aggregating the data appropriately. And that’s what Kenshoo allows you to do. And certainly our product is moving in that direction as well as far as making, you know, retail insights and inputs and delivering those as actions within advertising.
Eric Stopper 22:16
So you’ve mentioned not getting myopic. Everyone that listens to this, hello, you’re beautiful. They have so many things on their plate. And they want to know, like, the minimum metrics that they absolutely have to look at to make a decision on an advertising campaign. What are your top three? They don’t need to be the same, but what are your top three when looking at a campaign and understanding how to improve it?
Peter Phillips 22:56
I can take a swipe at that. I mean, I think you know, a car As or, as it’s more commonly known on other channels, return on ad spend is usually the top consideration, especially if you are not, you know, Fortune 500 company with really deep pockets, you know, then you gotta make sure you’re getting a decent return. And then the second one, I think, is top line sales. And sometimes the top line is, you know, the number one slot. But, you know, we talked about the flywheel, and you can’t really get it spinning without some velocity and sales. So I think the top line is really important. And then the third is the share of voice. You know, Amazon doesn’t provide those metrics, but Kenshoo. And there are other sources out there that help with those metrics as well. And I think that they’re really important to help you understand the correlation between paid and organic placement like we can talk about.
Eric Stopper 23:56
Julia, anything you would add to that list, what are your three
Julia Nelson 24:01
Yeah, it’s tough, I think I’d want to hear input on what the goals are, you know, if you are a new brand on Amazon with no relevancy or anything like that, then your return might not be so great on your advertising campaigns when you first get off the ground, because you need to be able to prove that relevancy. Or if you don’t have reviews on your product listing, you need to kind of overdrive on advertising to accumulate those reviews. So while that’s always important, we want to take into account the lens of the brand if they’re, you know, a new market or if they are a more veteran brand on Amazon. So I’d say that’s very important. I think conversion rate also is something to keep in mind. Because from that, that’s kind of the activity metric that’s going to drive the justification for increases in overall investment. So if that’s very low, you know, then there’s less margin for error versus if you can kind of find that sweet spot where your conversion rate is in a healthy place, and you can kind of justify that increase in ad spend and be a bit more confident that you can support legitimate sales behind it.
Eric Stopper 25:04
Yeah, absolutely. I love all of those. So I have a multi dimensional question. And I hope that it’s not too confusing for the listener or for you guys. But there it’s called re:Mars. It’s this convention that Amazon puts on with all of the AI people around the world to come and just talk about AI. And Amazon always puts on this big display. And so Jeff Wilkie walked on the stage. And he talked about the early machine learning algorithms that Amazon set up to use what he called a primitive collaborative filtering algorithm where it just takes all the preferences of everybody and throws them into this robot who then organizes them. He also then says that they combined it with heuristics to give you the search results. You have today and heuristics are mental shortcuts, right? So what Wilkie is saying, essentially, is that when people are searching on Amazon, they’re not making great decisions. They’re using very small pieces of your listing to make the decision as to whether or not they want to click on you. And so I’m going to go back to another point that we made earlier, which was you have to you have to approach this, like a, like a buyer, in the retail store, where you’re buying as much space as possible, and you’re trying to make it so that it’s easy, as easy as possible for people to find and put their product in your cart. And in order to do that, you can’t just advertise a junk listing, right? Well, obviously, it needs to be optimized, but I see all the time how people just copy each other. All the listings are just the same, the main picture looks the same, the titles all pretty much look the same. And so I wanted to kind of get some insights into how you guys view the Holistic Management of Amazon and how you can make it so that your listing stands out from everybody else at the top of search, what are some of the strategies that you would use to help our listeners craft a better top of search strategy from the listing standpoint?
Peter Phillips 27:18
Yeah, I guess starting with that broader point around how the AI algorithm was constructed, you know, of course, there’s, there’s the known universe of things that we can control. And then there are the things that Jeff Wilkie was talking about with collaborative filter filtering and heuristics. And I would say, you know, the known universe is sort of what we’ve touched on quite often through this conversation, you know, product relevance, your keyword presence, you know, and your category and things like that. You know, some of what happens behind the scenes that we might not have a full understanding of when it comes to the AI algorithm. You know, are they taking into account how long someone is browsing a listing, you know, even if it’s got high relevance and it’s got a decent conversion rate to start out, you know, if it’s a high priced ticket item like a, you know, computer monitor or something of that nature, and people are only looking at it for five seconds, you know, maybe they can sort of surmise that or deduce that people are not going to continue purchasing that product, because they’re not engaging with it, you know, higher ticket product product, sorry, higher priced item needs greater engagement, usually to complete the purchase cycle. So that’s just one example of where you know that those types of heuristics, those types of mental shortcuts might play into their algorithm. And that’s smart, right? Because that’s how we as humans make decisions more quickly, we take these shortcuts, so they’re sort of playing on some of our tendencies in order to show us the right products. So I think it’s gonna depend on your category. But overall, I think, you know, you have to have something that is very engaging for someone, you know, if it’s a pack of gum, then maybe a short description or a low amount of time spent on page before purchase is not going to be an issue. If it’s a more expensive product, maybe we need to flesh out some enhanced brand content to a greater degree, we need to have product comparison tables. You know, we need to engage in DSP retargeting to try and keep these shoppers engaged. And this is just sort of one fraction of the pie when it comes to the different elements that might be involved across different products and categories. But I think, overall, consider what your product is considered, what category it is and consider how much engagement it’s going to take to convert that shopper and then you know, I think you can go strategy.
Eric Stopper 30:02
That’s great, Julie and it’s bad.
Julia Nelson 30:04
Yeah, this, I think Peter covered off on some really great points. And this is, you know, a bit of a stretch here. But just something that’s piqued my interest lately is the post data from Amazon as well. And just kind of speculating here on you know how they’re breaking down, given images and that you’re able to shop from those images. And then it’s showing up on your Detail page as well, both in reference to engagement on the product detail page, but also potentially, on how they’re breaking down the algorithm for engagement at an image level. So they can take those insights from a social perspective. So the feed that you are essentially transposing on your Detail page now. And then Amazon can sort of aggregate some learnings there and have that play into the algorithm in the future. Who knows. I think that’s just kind of an interesting pivot. And having Amazon kind of tell that cross channel story on its own detail pages.
Eric Stopper 30:56
Guys, this has been great. So there is so much information that needs to be digested. And there are decisions that need to be made for these advertising campaigns for all the brands that are listening, obviously, a conversation with Kenshoo is a great idea. Come and talk to us at Buy Box Experts, we would love to help you build out these strategies because I’ve heard numbers thrown around where if you can dominate like five positions and the top of a search term that you’ll get like 90% of the sales. So this is real, guys, like you’ve got to build these strategies out you have to be really deliberate. heed the advice of Peter and Julia, and let’s make some better Amazon accounts together. Guys, thank you so much for coming on the show. To finish today’s podcast. I want to share some final thoughts for third party sellers to be successful on Amazon. You’ve got to get reviews. We have buybox experts who are really big fans of the team over at eComEngine, and it’s tools that help Amazon sellers simplify the process of soliciting reviews from customers who purchase their products. For more information go to e commerce engine calm thanks for Joining us today.
Thanks for listening to the Buy Box Experts podcast. Be sure to click subscribe, check us out on the web and we’ll see you next time.