In this webinar, our experts will discuss the holistic strategy you should be employing for success on Amazon, including the checklist for winning channel management during Q4.

1. The Retail
Readiness
Holiday Checklist

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
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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
950+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
NADIA HASAN
Senior Account Manager,
Retail Operations
HALEY LOCKREM
Marketplaces Search Specialist,
Amazon Marketplaces
BECKY TROWBRIDGE
Content Strategist

6. Agenda
● The Retail Readiness Holiday Checklist
● What to do in Advertising
● What to do in Operations
● What to do in Reviews
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7. How many Q4s have you had on
Amazon?
● This is my first!
● 1-3
● 4-6
● 7-9
● 10+
POLL

8. Retail Readiness Holiday
Checklist
Make a list, check it twice.
8

9. OCTOBER
To-do: Be Holiday Ready
Confirm promotion strategy and
budgets
Advertising It’s not too late for self service deals
Create holiday build shipment Operations Prioritize items on deals and top items
Make sure listings are accurate and
appealing
Operations Utilize best in class content optimization
Accept POs in full Operations Ensure a 100% PO fill rate and on-time accuracy
Get your review strategy in place Reviews Automate to save time
Category Details
Item

10. NOVEMBER
To-do: Be Holiday Ready
Set up deals page within brand store Advertising By November 1
Launch holiday specific campaigns &
keywords
Advertising By November 1
Send Christmas inventory to FBA Operations By November 1
Make contingency plans for any
low-stock items
Operations Activate FBM/drop ship if that is an option
Check Amazon IPI score Operations Ongoing
Category Details
Item

11. DECEMBER
To-do: Be Holiday Ready
Optimize bids consistently Advertising
Increase daily budget caps Advertising Double for giftable products
Plan for deals on any overstock items Operations Work through residual inventory to avoid returns
Category Details
Item

12. FOR NEXT YEAR
Set deals
Lightning deals, deals of the day, and vendor-managed deals
Operations Due in August
Analyze your reviews Reviews
Category Details
To-do: Be Holiday Ready
Item

13. The Advertising Checklist
Drive consideration, conversion, and create regular customers
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14. Building A Solid Foundation
4
2
3
1
DSP
● Retargeting
● In Market
● Lifestyle
Creative
The Amazon Flywheel is powered
by your conversion rate so brands
need to always invest in their
content.
Amazon Ad Console
● Sponsored Products
● Sponsored Brands
● Sponsored Display
Operations
If you don’t have the
systems in place to meet
demand on Amazon, you
won’t be able to scale.

15. The Full Amazon Advertising Funnel
Awareness
Considerati
on
Purchase intent
Purchase
experience
Purchase Purchase
DSP: In-Market & Lifestyle
DSP: Retargeting
Ad Console:
Sponsored Brands
Ad Console: Product
Targeting Ads and
Sponsored Products
Operational
Soundness &
Creative
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase

16. Holiday Lead Up
❏ Early planning is key - Operations &
Advertising
❏ Consider a promo strategy - Advertising
❏ Confirm budgets - Advertising
❏ Leverage deal page in the brand store
❏ Create & launch campaigns early
❏ Identify holiday-specific keywords (Christmas
gift for mom, etc.)
ADVERTISING STRATEGIES & BEST PRACTICES
September - October
Focus: Getting all your ducks in a row

17. Holiday Lead Up
❏ OTT
❏ DSP
❏ Sponsored Brand
❏ Video content
❏ Product collection
❏ Sponsored Display
❏ Audience targeting
❏ Product targeting
ADVERTISING STRATEGIES & BEST PRACTICES
October 15 - November 25
Focus: Drive Consideration

18. The Turkey 5
❏ Strategically adjust bids
❏ Optimize campaigns, keywords, ad copy
❏ Anticipate rising CPCs
❏ Campaign pacing -- ensure you don’t go dark
❏ Drive traffic from other platforms (i.e. Facebook, Google)
ADVERTISING STRATEGIES & BEST PRACTICES
November 26 - November 29
Focus: Maintenance

19. Turkey 5 Lead Out +
December
❏ Re-engage audiences
❏ Leverage retargeting (DSP, Sponsored
Display) in order to capture shoppers who
may not have converted during the
holiday season
❏ Sponsored Products
❏ DSP
❏ Sponsored Display
❏ Amazon Posts
ADVERTISING STRATEGIES & BEST PRACTICES
November 30 - December 31
Focus: Purchase

20. The Operations Checklist
Managing inventory, deal planning, + order fulfillment
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21. Screenshot
Inventory Strategies & Best Practices
SELLER CENTRAL
❏ Restock limits by storage type
❏ Send in smaller shipments more
often
❏ Diversify order fulfillment with
multiple backup plans
❏ Stay in stock
❏ Monitor competitor’s inventory issues
❏ Fix stranded inventory
❏ Automate returns
❏ Get reimbursed

22. Screenshot
Inventory Strategies & Best Practices
VENDOR CENTRAL
❏ Use the Operations Dashboard in brand
analytics to see how Amazon is
forecasting items
❏ Prepare for PO’s of this size - avoid PO Fill
Rate chargebacks
❏ Ensure sufficient weeks of cover on top
SKUs and items on deals
❏ Initiate Born to Run on new items not
ordered before peak season
❏ Submit warehouse closure dates ahead of
time
❏ Back up plans for low in-stock and
overstock items items

23. Deal Planning
Additional Considerations:
● Discounting different variations
● Maximizing gains in ranking post-deal
● Be ready to pivot based on competition both internally and externally
COUPONS
Definition: High visibility on the search results page with the
coupon badge. Shoppers engage by “clipping” the coupon to
apply discount
Eligibility: Minimum 20% off discount + good reviews
LIGHTNING DEALS
Definition: Limited quantity deals that run for several hours on
the event page
Eligibility: Minimum 20% discount off the lowest price in last
30 days or last year to date
7-DAY DEALS
Definition: Price discounts featured on the event page
that run throughout duration of the event
Eligibility (Sellers only): Minimum 15% discount off
lowest price in last 30 days or last year to date
BEST DEALS
Definition: Limited quantity deals that run for 14 days
on the event page
Eligibility (Vendors only): Minimum 15% off discount
off the lowest price in last 30 days or last year to date

24. The Reviews Checklist
Requesting, timing, and monitoring reviews
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25. Product Review Strategies
● Request reviews on every order
● Exclude refunds, late shipments, and other
at-risk orders
● Automate your review request strategy
● Request a Review button vs. Buyer-Seller
Messaging
● Stay compliant with Amazon’s
communication policies
● Timing of review requests is key

26. Amazon Review Policies & Guidelines
MUST:
● Send within 30 days of order
completion
● Include the 17-digit order ID
● Buyer’s Language of
Preference
● Ask only once
DON’T:
● Manipulate reviews
● Ask for a positive review
● Offer incentives for reviews
● Review your own product
● Use any external links

27. When to Send a Review Request
● When will the user see value?
○ 5-7 days after delivery for small, consumable products
○ 8-10 days for products that need a weekend to see
value (sports & outdoor items)
○ 14-21 days for larger, long-lasting items, or items that
take time to learn or get comfortable with (furniture,
electronics, shoes)
○ 30 days for items that take time to see the benefits
(vitamins, supplements)
● Seasonal items (Halloween costumes, seasonal decor)
● Q4: gift giving season

28. Monitoring Reviews
● Pay attention to incoming reviews
● Identify opportunities for improvement
● Monitor reviews for your product & competitive ASINs
● Use review analytics to identify trends
● Get alerts for negative reviews
● Respond to negative reviews (brand registered sellers)

29. The Top Steps to Be Retail
Ready
Cross those items off!
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30. The 6 Things to Before Year’s End
Check if there is sufficient WOC for top/deal items
Make contingency plans for overstock and low stock
Create best in class detail pages to drive conversion
Swap out holiday creatives
Get your review strategy in place
Have a fulfillment backup plan for Seller Central orders

31. Schedule Your
Consultation
with an Amazon
Expert

32. Q&A

34. Thank you!