Because Amazon’s footprint ranges from cloud computing services to devices and owned-and-operated properties, many companies mistakenly silo these various services.
“A critical component is looking at your strategy as interlinked and cross-functional across marketing, merchandising, operations and media,” Culp added. “You need all of these groups working together in your organization when working with Amazon” because its capabilities cross the board.
But marketers still question the delineation between the traffic and conversions Amazon supplies and those the retailer drives itself. Amazon Retail Analytics Premium (ARA) claims to provide marketers with insights around competitive benchmarking, customer behavior tracking, geographic sales data and pre-order “intent” signal data.
But Spencer Millerberg, founder and CEO of consultancy One Click Retail and an alumnus of both Walmart and Amazon, described ARA as an indexed measure that provides longitudinal measurement as opposed to “one-time” instances, at present. The tool is limited, he said, because it doesn’t surface key information such as where traffic came from and what activities catalyzed that traffic. “Was it the A test or the B test that drove it in?” he said.
He acknowledged that marketing on the retail giant’s platform can feel like “people vs. machine with Amazon.” Yet, it’s also worth learning how to leverage Amazon’s tools and optimizing for stronger placement on the platform and ultimately, a better sales rank. “When you know how to push the right buttons, that’s how you end up being successful,” he said.