Amazon’s digital shelf has become the new battleground for brand manufacturers & vendors to get their products in front of consumers. With all of the so-called blackhat tactics & hacks, it’s understandable why there’s so much confusion when it comes to ranking on Amazon. Don’t Miss Out—we’ve brought together the leading industry experts at CPC Strategy, Salsify & Market Track to bring the A9 algorithm under a microscope and dissect which levers to pull to increase your presence on the digital shelf.

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Unpacking Amazon’s Digital Shelf Space:
Amazon’s Organic Ranking Battleground For
Increased Product Visibility & Sales

2. ● Session Recording + Slides Will Be Sent Out
● Check the Handouts section!
● Submit Questions to Our Panelists
Today’s Logistics

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Overview
35 Years in Business
2,100+ clients (retailers, brands, agencies, brokers)
Acquired InfoScout in 2017
The omnichannel market
intelligence brands & retailers
need to connect & win with
consumers
Solutions
Digital Shelf Measurement
Competitive Pricing Intelligence
MAP Monitoring & Enforcement
Where to Buy / Buy Now / Buy Local
Advertising & Promotions Optimization

5. Overview
Salsify is the world's leading Product Experience Management
(PXM) platform, empowering brand manufacturers to deliver
the product experiences consumers demand anywhere they
choose to shop online.
Empowering brand
manufacturers to deliver the
digital product experiences
that consumers demand.
Solutions
Salsify's platform combines the power of PIM and DAM
capabilities, the industry's broadest commerce ecosystem, and
actionable insights to orchestrate compelling product
experiences through every digital touchpoint.
About Salsify

6. Today’s Speakers
Krishna
Vemulapali
VP, eCommerce Solutions
Josh
Silverman
Director of Analytics
Nancy-Lee
McLaughlin
Manager, Marketplace Strategy
Tanya
Zadoorian
Sr. Marketplace Channel Analyst

7. ● Importance Of Understanding The Digital Shelf
● Unpacking the A9 Organic Ranking Algorithm
● Tying The Digital Shelf & A9 Algorithm Into Your Overall Digital Strategy
● Actionable Takeaways To Implement Now
Today’s Agenda

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STACK TEXT ROW 2Importance Of Understanding The Digital Shelf

9. Where does the shopper journey begin?
Source: 2017 Market Track Shopper Insight Survey

10. Taking control of the digital shelf means owning all of the elements from
discovery to satisfaction--and creating a process for problem resolution

11. Shopping on Amazon
How many of your
products are in the
consideration set?
Are you priced
competitively?
Who is running
promotions?
What are shoppers saying
about your products?
Source: 2017 Market Track Shopper Insight Survey

12. How are your listings performing in top keyword search results…?
What is our
share of shelf for
high-value
keywords?
What is our
share of
promotion?

13. Case Study: Furniture company improves digital shelf awareness with
data-driven sponsored ads

14. SALSIFY OVERVIEW DECK FOR [ADD COMPANY HERE] • [DATE]SALSIFY CONFIDENTIAL • 2018

15. Brand leaders are investing in retailers
In 2017, P&G
restructured its $200
million budget to focus
more on trusted retailers

16. View product pages and images as “brand marketing vehicles”
Seth Dallaire, Amazon’s head of global ad sales and marketing

17. Consumers trust Amazon for product information more than brands

18. “How your product is perceived on Amazon...has such a
powerful impact on the future of you as a brand. Increasingly, if
you win on Amazon, you win, period. And this is the world
marketers have to wrap their brains around.”
John Denny
VP Digital and Ecommerce at Bai Brands

19. You can’t take an algorithm to dinner

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21. Unpacking the Direct Factors of A9
Source: https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch

23. PRODUCT DETAIL PAGES
Amazon’s A9 algorithm has some pretty clear preferences in terms of content
ranking factors. The following influencers are numbered in order of importance,
1 being the most important, 4 being the least:
Titles
Feature Bullet Points
Product Descriptions
Backend Search Terms
1
3
2
4
Product Title Guidelines:
Characters : General: 80-250* *check your category-specific upload template
A “Best Practice” Formula For Product Titles:
[Brand Name] – [Product Type] – [Feature ] - [Size, etc.]

25. A9 Algorithm 101

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Tying The Digital Shelf & A9 Algorithm Into Your
Overall Digital Strategy

27. CPC’s Takeaway - Advertising
Headline Search Ads
Sponsored Products

28. What are Headline Search Advertisements?
● Brand/ Product Awareness/ Awareness
● CONVERSION ROLE: Targeting top of the funnel traffic
● Banner location at the top of the SERP
● Targeting keywords
● Available to both 1P (Vendor Central) and 3P (Seller Central)
What to Expect?
● Higher CPCs
● Match keyword intent with the landing page for better conversion
● Start with Protecting your branded real estate
● Then move to broader terms and conquesting
Traffic Destination
● Amazon Store
● Custom URL (At least 3 ASINs)
Top of the Funnel: Headline Search Ads
PRO TIP:
Use lifestyle images
to tell your brand
story & give your
ad character

29. What Are Amazon Sponsored Products?
● CONVERSION ROLE: Targeting middle/ bottom of the funnel traffic
● Ads can appear above, alongside and below search results as well as on product detail
pages.
● Targeting type can either be AUTOMATIC OR MANUAL
● Available to both 1P (Vendor Central) and 3P (Seller Central)
What to Expect?
● Start here- Typically best ROI
● Start with AUTO & then KW Harvest
● Branded, Non-Branded and Conquest
● Broad, Phrase and Exact Matches
Traffic Destination
● Product Detail Page
Middle of the Funnel: Amazon Sponsored Products
PRO TIP:
Run AUTOs for a
week or two and
then KW Harvest
for better ROI

30. Market Track’s Takeaway - Next Steps
● Identify your Digital Shelf KPIs
● Improving digital shelf performance
requires that you set goals (and can help
you make the decision on where to start)
● A/B testing & experimentation are
critical tactics for learning and adapting
● Testing & experimentation accomplish
little without measurement - both
against sales performance and shelf-
specific KPIs

31. Establishing goals for digital shelf performance is paramount - data means
little without having goals to track against

32. Salsify: Build an Active Branding machine

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34. Influencing the A9 Algorithm
● Consider text match relevancy with content
● Boost Sales Velocity via Advertising
● Data driven decision making - Keyword Harvest
● Implement EBC / A+
● Leverage FBA

35. Market Tracks Takeaway - Next Steps
● Define KPIs for Digital Shelf, bound
by numbers and time
● Have a process for testing against
and measuring your KPIs
● Define a methodology for
prioritizing critical action path

36. Salsify’s Takeaway - What to do tomorrow?

37. Today’s Recap
● Importance Of Understanding The Digital Shelf
● Unpacking the A9 Organic Ranking Algorithm
● Tying The Digital Shelf & A9 Algorithm Into Your Overall Digital Strategy
● Actionable Takeaways To Implement Now

38. Take measurement of your digital shelf to the next level!
For the first 3 brands to email insights@markettrack.com the phrase “Shelf Me!”...
● One-month trial access to Market Track’s digital shelf solution
● 10 keywords tracked for one month on Amazon
First come, first serve...we’re looking forward to hearing from you!

39. Thank you! Get your free content report at
grader.salsify.com

40. Questions For Today’s Speakers?
Krishna
Vemulapali
VP, eCommerce Solutions
Josh
Silverman
Director of Analytics
Nancy-Lee
McLaughlin
Manager, Marketplace Strategy
Tanya
Zadoorian
Sr. Marketplace Channel Analyst