September 12, 2023
August 5, 2022
Most brands are privy to the concept of ‘Retail Readiness’ and how it underpins a brand’s success on Amazon. Perfect listings are fundamental, so a ‘Retail Ready’ brand must pay close attention to its products’ images, title, bullet points, price, reviews/rating, inventory and Buy Box ownership.
A+ Content, however, enhances a product’s ‘Retail Ready’ PDP to perfection. A+ brings the product’s features to life with detailed descriptions, charts, videos and high-quality images.
Amazon provides brand registered sellers an additional 16 modules to provide the depth of information necessary to foster brand affinity and drive conversions. A+ media is key to a sophisticated Amazon shopping experience.
The impact enhanced content has on a brand’s presence is significant and is proven to increase sales by between 3-10% (ref Amazon). In a nutshell, A+ elevates listings to become more captivating, trustworthy and skimmable for bottom of the funnel shoppers, pushing them to purchase.
A+ content is particularly effective in illustrating unique brand stories through visually appealing imagery and video. A+ is also deployed as an education tool: Amazon tells us that 90% of customers scroll to read a PDP’s reviews, so we can assume the same customers are scrolling through A+ content. It is also ideal for products which are premiumly priced or have multiple points of difference.
While Podean is well-versed in building and implementing A+ listings, it also created the first A+ Premium content in Australia for Niki’s, an all natural baby wipes brand and Amazon Launchpad member. Brands which are invited to graduate from A+ to A++ are given 4 extra features and 2 more module slots. Additionally, A++ spans to fit the entire width of the shoppers’ screen, creating an all-encompassing, premium feel.
As well as some standard A+ features, Podean strategically selected the most fitting Premium elements for Niki’s PDP, including hotspot imagery, a slider carousel, video and a comparison chart (below). The information is presented to flow sensibly from one module to another, celebrating Niki’s homegrown, family story while providing the depth of information necessary for such a considered purchase.
After launching Niki’s A+, Podean simultaneously ran Sponsored and Display campaigns which pushed consumers directly to the enhanced listings. One month after going live Niki’s experienced an ACOS that eclipsed industry benchmarks and exceeded aggressive sales targets which is exceptional for a challenger brand both new to the market and to Amazon. Podean has continued to assist Niki’s in leading the way as one of the most innovative and exciting new brands on Amazon Australia.
As Amazon and the competition within it continues to grow at such a rapid pace, brands must pivot and capitalise on features which will help them stand out. We have seen and felt first hand the positive impact that enhanced media has had on clients’ brand building and sales strategies. While not all sellers have the luxury of access to A+ Premium just yet, leveraging the free offering of A+ content will certainly help set them apart.
September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.
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