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Kevin Weiss

Kevin Weiss is the VP of Client Success for Ecommerce at Kenshoo, a technology platform that helps brands plan, activate, and measure effective marketing across all of the most engaging digital channels. The company has been an Amazon partner for the past 3 years and is also considered the number one Amazon Advertising solution. 

Kevin is an executive leader with e-commerce expertise for enterprise, mid-market, SMB, and startup brands. Prior to joining Kenshoo, this Boston University graduate was the VP of Growth & Strategy at Amplio Digital.

 

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Here’s a glimpse of what you’ll learn: 

  • Kevin Weiss gives his thoughts on Amazon’s different selling methods
  • When should a brand expand to international markets, and what should it consider first?
  • The tools and indicators that Kevin uses to check the demand for a certain product on Amazon
  • How to plan your advertising budget depending on which international market you are entering
  • Kevin’s advice for maximizing the U.S. market before moving international
  • Which Amazon advertising tools can help you sell internationally?
  • How Kenshoo supports international selling while cutting costs and boosting efficiency
  • Where to learn more about Kenshoo and get started today

In this episode…

As e-commerce brands grow their businesses on Amazon and other online marketplaces, it’s only a matter of time until they begin to wonder: Am I ready to expand to international markets? However, for many of these brands, confusions surrounding logistics, tracking, and international advertising hold them back from taking the leap. 

Kenshoo is here to change all that. As a company that powers digital advertising for the world’s top brands & agencies, Kenshoo has made it easy for e-commerce sellers to expand to international markets. 

In this week’s episode of Buy Box Experts, Kevin Weiss, the VP of Client Success for Ecommerce at Kenshoo, joins host Eric Stopper to shed some light on the best practices for selling internationally on Amazon. Kevin gives his expert advice on when to expand your business to international markets, how to create a budget depending on which market you are entering, and which advertising tools and products will be best for you. Stay tuned.

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 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

Episode Transcript

Intro 0:09
Welcome to the Buy Box Experts podcast. We bring to light the unique opportunities brands face in today’s e-commerce world.

Eric Stopper 0:18
Hey 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. We’ve got a team of consultants that will help you out to help you understand your position in the market to see where you’re losing money, wasting money, or not spending enough money. Come and talk with us. Click on the free analysis button up in the top right hand corner of buyboxexperts.com and you’ll be connected with me or a member of my team. It’s free, no strings attached. Buyboxexperts.com, click on the free analysis button. This episode is a part of a 10-part series that we’re doing with the geniuses at Kenshoo. We thought to bring our collective knowledge in a way that was fun and educationally indispensable. Today, I’m joined by Kevin Weiss, the VP of client success for e-commerce at Kenshoo. Kevin, welcome to the show. It’s great to be here. So today we’re going to talk through some of the intricacies of advertising abroad, Amazon ads beyond the United States. And so just to kind of give our listeners a flavor of who you are and where you come from, can you give us a little bit of your background?

Kevin Weiss 1:24
Absolutely. Well, I’m a newer member to the Kenshoo team, come with about 10 plus years in digital, both the advertiser and publisher sides. And the last five really focused on Amazon and e-commerce, worked with brands of all sizes from small startup/emerging to SMB, mid-market enterprise. And I’ve had the privilege of helping brands grow sales, managing hundreds of million GMV per year, and really focusing on the Amazon Marketplace as well as Amazon retail for brands, of all sizes. GMV give us a definition there. Gross merchandise volume. Okay. And it’s like the top line. So what the customers pay? And of course, you know, when you sell on Amazon, you could be on the third-party marketplace. The seller central you could be selling first party through Vendor Central. A lot of the industry uses GMV just as a unifying definition for for top line.

Eric Stopper 2:23
You know, that’s the perfect segue into a quick discussion on these different selling methods for Amazon. Included in that mix, right, you’ve got merge, which I would, I would presume is very much a one p looking platform. But walk us through some of the differences and if those are available in international marketplaces.

Kevin Weiss 2:44
Yeah, great question. Well, every marketplace is at a different stage in its maturity lifecycle. But generally, we’ve seen all we all seen the trends, whatever news outlet you subscribe to. Certainly a big fan of all the content here. On marketplace pulse, we see that the marketplace side is growing. So three P is the way that brands are accessing more and more international marketplaces. But Amazon does have a retail offering where they actually Buy Wholesale from the brand, brand manufacturer and then they retail to the consumer. So within international markets, you have a lot of options. You can sell to a third-party marketplaces, which is Seller Central. Or you can initiate a relationship with Amazon retail and sell through Vendor Central. Or of course, you could license that out to either a distributor or an authorized reseller that’s going to help you get your products sold into consumers in that geographic market. So plenty of options, which is pretty common, as most of you know, on Amazon, a lot of ways to slice and dice.

Eric Stopper 3:47
So what’s your personal preference across those different selling methods?

Kevin Weiss 3:54
Yeah, well, it’s a great question. It really does depend on the brand you know, typical marketer answer depends on the brand, but The advice that I would give, and this this kind of gets into a question I will get to about when a brand should expand to international markets, is you need to be able to support the market with more than just throwing your product listings up and hoping they’ll sell. That’s really like the mindset of Amazon back in 2015, when everything was just taking off, and it was a little bit easier, a little softer back then, on the supply side of the equation. Now, you know, it’s really competitive. And you do need to support a product launch a go-to market, so to speak, was more than just listing your product, you need to build reviews, you need to run advertising, you need to do the whole equation. So if you’re not ready to support that local market, and consider how you might expand into brick and mortar or support with some brand building and going up funnel with other channels like Google or Facebook and those other markets, then you should probably consider a distributor or authorized reseller who’s got a presence there and can help you get some of the basics. But of course, this is a great topic for the folks at Buy Box Experts, your Amazon expert that is helping you navigate this, I would strongly recommend that you don’t go it alone, because every brand is going to have a slightly different ideal scenario for them.

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