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Peter SheldonVP Strategy, Magento
@peter_sheldon
Simon ClarksonManaging Director, ChannelAdvisor, APAC
“OUR VISION IS TO BE EARTH’S MOST CUSTOMER
CENTRIC COMPANY; TO BUILD A PLACE WHERE
PEOPLE CAN COME TO FIND AND DISCOVER
ANYTHING THEY MIGHT WANT TO BUY ONLINE.”
Amazon’s Stated Mission
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Key tenets:
• Selection
• Value
• Convenience
Inside the mind of Amazon
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2014 – Massive Category Expansion Program
Introduced 14 new
merchandise
categories, including
dry groceries, office
products and
cosmetics
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2018 – Category Dominance, inc B2B
Amazon.ca 2017:
58 million items
Amazon.com 2017:
266 million items
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Today Amazon Dwarfs it’s Online Competitors
BMO estimates that
Amazon.ca today captures
7% of Canada’s $21.6-billion
in e-commerce sales, more
than 4x times larger than the
nearest competition,
Costco.ca (1.6%) and
Walmart.ca (1.5%).
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US: Product Searches Begin on Amazon
44%
34%
21%
55%
28%
16%
0%
10%
20%
30%
40%
50%
60%
Amazon Search Engines Retailers
2015 to 2016 % of Searches
2015 2016
Source: BloomReach
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Smartphones: Most Valuable Real Estate in Retail
Copyright 2017 ChannelAdvisor | Confidential 17Source: comScore
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• Product Data: Provide relevant, detailed, accurate data
• Keep optimising your data
– Titles: Brand + Product + Material + Color + Size
– Search Terms: Use all five search fields and all 50 characters if possible
– Bullet Points: They help emphasize key selling points and impact search
results if you use search-friendly phrasing
– Description: Focus on placing the product’s key conversion points at the start
– Amazon Valid Values: Build them out for your product data in line with
Amazon’s category flat files
– Images: Try to have at least four images per product, with varying levels of
detail or angles
Amazon Search Results
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• Maintain Competitive Pricing: Amazon counts total price, including shipping
• Inventory & Shipping: Make sure you have enough stock and make sure your
delivery is speedy and reliable
• Seller Metrics: Build a strong sales history, drive down order defect rate & reduce
product returns
• Customer Feedback: Address negative feedback & communicate quickly
• Be successful: Amazon wants to deliver the best possible experience for its
customers. So building a strong history as a successful seller with great customer
service will give you an added edge.
The Buy Box – The most prized position on Amazon