Peter Sheldon - Magento

Page | 2© 2018 Magento, Inc.

Peter SheldonVP Strategy, Magento

@peter_sheldon

Simon ClarksonManaging Director, ChannelAdvisor, APAC


Amazon’s Here, But

Are You Ready?

“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


Key tenets:

• Selection

• Value

• Convenience

Inside the mind of Amazon

Amazon In CanadaCritical Insights for Amazon’s Rollout in Australia


2013 – Nascent Focus on Canadian Market


2014 – Massive Category Expansion Program

Introduced 14 new

merchandise

categories, including

dry groceries, office

products and

cosmetics


2018 – Category Dominance, inc B2B

Amazon.ca 2017:

58 million items

Amazon.com 2017:

266 million items


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%).


So What Changed in Canada?


6 Fulfillment Centers & Amazon Flex

Amazon In Australia


Amazon Prime/FBA Timeline US vs AU

Dec Feb June/July


Amazon is willing to play the long game…

15


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


Smartphones: Most Valuable Real Estate in Retail

Copyright 2017 ChannelAdvisor | Confidential 17Source: comScore

The Essentials


Win the Category


• 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


Win the Buy Box


• 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

What Amazon.com Innovations

Can We Expect To Roll Out in

Australia?


Amazon Key Re-Writes the Delivery Playbook


SWA Removes Dependency on Local Carriers


Alexa Serves the “Instant Gratification” Society


Prime Benefits Expand Beyond Shipping

Thank You

Peter SheldonVP Strategy, Magento

Simon ClarksonManaging Director, ChannelAdvisor, APAC

Peter Sheldon - Magento

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