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.
Here’s a glimpse of what you’ll learn:
- The limitations of Amazon’s attribution tool
- Kevin Weiss shares his hacks for capturing customer information from Amazon
- How to keep your ads flowing when you lose the buy box or Amazon stops serving you
- Kevin’s best practices for positioning products to beat competition
- How to work around Amazon to boost the performance of your listings and ad campaigns
- Kevin explains how to use conquest strategies to attract customers from a competitor’s listing
- Kevin’s advice to brands with a small advertising budget
- Why brands should embrace sponsored display advertising and Amazon DSP, and how to go about it
- How to use coupons to hack Amazon advertising
In this episode…
Although the Amazon marketplace offers great opportunities for millions of sellers, its fierce competition makes it hard for brands to stand out and expand their businesses. For these brands, it is not enough to rely on organic searches alone. Paid advertising and expert strategy are crucial for attracting leads and converting them into customers.
However, there are many limitations to the advertising tools available on Amazon. In order to acquire customer data and outperform competitors, savvy sellers are finding ways to work around these limitations.
In this episode of the Buy Box Experts Podcast, host Eric Stopper is joined by Kevin Weiss, VP of Client Success for Ecommerce at Kenshoo, to talk about how brands can hack Amazon advertising to increase conversion rates and boost sales. Kevin discusses the limitations of the Amazon marketplace, his top strategies for better positioning your listings, and how brands with small advertising budgets can beat the competition. Stay tuned.
Resources Mentioned in this episode
- Buy Box Experts
- Kevin Weiss on LinkedIn
- Eric Stopper’s interview with Sean Marder
- Amazon DSP
- David and Goliath: Underdogs, Misfits, and the Art of Battling Giants by Malcolm Gladwell
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
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, welcome to the Buy Box Experts podcast This is Eric Stopper. This 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 identify key low hanging fruit for some of your best seller selling aces on Amazon. So if you’re an Amazon seller or vendor and you want to make more revenue, go to buyboxexperts.com and click on the free analysis button. It’s completely free, no strings attached. We’ve got a limited time that we’re going to be offering this so go and take advantage of it as soon as you can.
This episode is a part of a 10-part series we’re doing with the geniuses at Kenshoo. We thought it would be a good idea to bring together our collective knowledge in a way that was fun and educated, indispensable. Today I’m joined by Kevin Weiss, VP of Client Success for e-commerce. And we’re talking about hacking, Amazon advertising, how brands and agencies are getting around Amazon’s limitations. Kevin, welcome.
Kevin Weiss 1:14
Thanks so much. We’re gonna be back.
Eric Stopper 1:16
So a quick disclaimer from my side. I have mentioned on this podcast a dozen or so times that when somebody suggests a strategy to me, I have a listing that I try on all of the if it’s black, gray, white hat, flaming, devilish hat doesn’t matter. I will try it out. Because I want to see, and I want to see if some of the claims that people are making are true to date, that one hasn’t been shut down. But in no way am I recommending that you do the same thing that I’m doing with your listings because you do run the potential risk that Amazon will shut it down. So that’s that’s on the Buy Box Experts side. I can’t speak for Kenshoo though.
Kevin Weiss 1:57
Yeah, yeah. Well, we certainly get into some questions. cases, you know, big company breeding at scale, you’re going to get some different categories that people want to advertise. And so we do have those conversations with Amazon, they tend to be on a case by case. But yeah, good good works in the wise out there that you threw out always have a sandbox, know what’s out there. But be careful and make sure that you’ve got some insulation so that you can keep on selling.
Eric Stopper 2:21
So let’s, let’s get right to the meat of this. Amazon has evolved tremendously over the past, you know, 15-20 years or so. Let’s talk about some of the limitations that Amazon has one thing that comes to mind is I was talking with Sean Marder at Kenshoo and he was remarking on the attribution tool recently that that Amazon has been using, it’s not super it’s not super great, right. So that would be a limitation that I see an Amazon is not being able to actually track the demographic or the click-through or lack Touch first touch attribution to the to your sellers because it doesn’t give you very many insights. So that’s, that’s kind of one that I’ll throw into the ring as we started off.
Kevin Weiss 3:09
Yeah, well for a while advertisers and brands have been trying to figure out what’s driving success on my listings, and we haven’t had Google Analytics for Amazon in the same way that we have for Google, obviously. So with the Amazon attribution beta, which is now open for both vendors and sellers, there’s some new light that’s being shed on what’s happening. But largely, you know, Amazon attribution, it’s for tagging your media outside of Amazon, and seeing what happens when they come back to buying on Amazon. For those of you that have been trying to figure out this equation for a while, you’ve been doing things like the affiliate links and checking things through Amazon affiliate. And you’ve also been using the stores where you can send traffic to a store page And that storefront area and get the metrics from tagging media and then seeing how that flows through. So, you know, there’s a lot of ways that brands and advertisers have been trying to work around that and see what that conversion path is. I think, to date, they’re all kind of half baked, where you can’t totally piece it together exactly how you’d like. But I do know that there’s some tools out there. Just you and I were talking about a LandingCube the other day. This is one of the ways to connect the dots was to get that email address, get that promo code, something we didn’t talk about out there using those product inserts, which Amazon did come out and actually say this is okay with some limitation, which again, disclaimer, you should check. But these are sort of the ways that the brands have been trying to get around it is one of these different areas. So there’s a lot that we could dig into today for sure.
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