The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure.
Andrew Waber is the director of insights at retail optimization platform (ROP) provider Teikametrics. In his current role, Andrew manages the analysis, editorial direction and strategy for Teikametrics' reporting on online retail advertising and the larger online retail marketplace. Prior to his time at Teikametrics, Andrew served as the manager of data insights and media relations at Salsify, the manager of market insights and media relations for advertising automation software provider Nanigans, and as the market analyst and lead author of reports for Chitika Insights, the research arm of the Chitika online ad network. Andrew's commentary on online trends has been quoted by the New York Times, Re/Code and The Guardian, among other outlets.
Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead
The five-day stretch from Thanksgiving to Cyber Monday was record-breaking for e-commerce but brands still have more time for profitable sales on Amazon.
How advertising rates vary by category on Amazon
You need to gain a thorough understanding of search terms for Sponsored Products and Sponsored Brands from a volume and margin perspective to bid to value effectively on Amazon.
3 Trends from Prime Day 2019 to guide your Black Friday and Cyber Monday Amazon strategy
Sellers focusing budget and discount efforts on specific, strategic product lines, rather than an entire catalog, are likely to see the biggest sales bumps.
Don’t fall for the ‘magic keyword’ trap on Amazon
By spreading your budget across too many keywords, gathering data to intelligently shift budget towards terms that convert to meaningful sales is nearly impossible.
Shopping as entertainment and how social commerce will succeed
Traditional ad formats on social channels will face a shakeup as Facebook and others aggressively test new ad experiences to make purchases without ever leaving the platform.
4 stats on what wins on Amazon vs. Walmart
Marketers can gain a meaningful advantage over competitors by taking a retailer-specific approach on particular product page elements.
3 ways consumer shopping is changing in 2019
Consumers shopping on Amazon, and other online retailers, want more information on product pages, including multiple photos and videos.
3 lessons learned from 89,000 Amazon fashion product pages
Driving sales requires moving beyond product shots and giving consumers a deeper context throughout the product page.
Winning on Amazon: Here are 3 strategies that can help
Ask hard questions about your product assortment and get yourself ready for the 'One Vendor' change on the Brand Registry.
Product pages are the new packaging: Think beyond lower prices to win online
Capture customers with product titles that address nuanced needs and wants rather than sacrificing margins to win sales.
4 lessons learned from 200,000 Amazon beauty, personal care product pages
What drives consumers to add personal care products to their Amazon carts? Here are four unique ways to motivate consumers to shop this burgeoning category on Amazon.
Why the worlds of brand and trade marketing must unite
Collaboration between brand and trade marketing teams is critical for long-term success, says contributor Andrew Waber. Here's how to make this tactical and strategic alignment a reality.
Looking to grow into a C-level leadership role? Focus on e-commerce.
Contributor Andrew Waber suggests marketers looking for a senior leadership role should address the gaps and opportunities present in their e-commerce practice as a way to stand out.
The myths that keep you from winning on Amazon
If you're still hanging onto best practices from years gone by, contributor Andrew Waber says it's time to let go if you want to improve your performance.
How to get the most out of your purchase of ads on Amazon
With Amazon's site the first stop for so many shoppers, it makes sense to take advantage of its ad offerings. Contributor Andrew Waber shares important landing page optimization practices for those using AMS.
3 lessons learned from 365,000 Amazon furniture & home goods product pages
What helps product pages stand out and spur conversions in this competitive category? Contributor Andrew Waber lays out the results of a recent analysis.
4 ways brands can win the digital shelf in 2018
Innovators like Amazon keep upping the ante in online retail. Contributor Andrew Waber helps retail marketers catch up with insights into what consumers want.
The death of the mass market and why consumers couldn’t be happier
The environment for brands has changed dramatically just in the past few years. Contributor Andrew Waber explains what it takes to thrive today.
Big companies are treating Amazon like a branding channel
Big brands are taking a page from smaller upstarts and looking to better understand their customers. Columnist Andrew Waber says the upshot is a shift in ad dollars to Amazon Marketing Services and similar ad products.