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Thanks to a unique and ever-increasing arsenal of internal tools and proprietary technologies, we have the ability to go significantly further into the exciting realm of "what if?" on Amazon and Google. Post-audit (before an audit) and throughout the life of the product, we use these tools to identify and define new opportunities as well as measure the size of the market for a related set of keywords or keyword phrases. This process tested over time and with millions of ASINs (Amazon Standard Identification Number) and SKUs, enables ZANOMA to determine and measure the likelihood of success (which we call the “right to win”) as well as the key performance indicators that define victory.
These audits, tools and technologies are informative on several levels but perhaps the most intriguing data is gleaned via a metric that we refer to as the "right to win." All else being equal, the best product at the best price should win -- and by win on Amazon -- that essentially means appearing on the first page of search results for the relevant keyword and ideally at the very top. However, it’s easy to find items on Amazon, that for whatever reason, are winning (at least in the short term) but may not have earned that right to win. In this context, we identify and categorize real competitors as well as pretenders (those who’ve yet to truly earn the right to win).
Once a truly defined and mutually-agreed-upon Amazon product opportunity is identified -- the true work from a brand and manufacturing perspective begins -- to essentially begin to create the product and offer to answer the customer needs and fill in those gaps. In a parallel path our team creates a specific Amazon launch (or relaunch) strategy that we've come to refer as the "stick and stay" roll out. Recognizing that conversion factors (those attributes which turn a browsing customer into a purchasing customer) are fairly consistent on Amazon, we encourage/require a disciplined approach to a whole set of detail page and operational best practices.
We also have tools and tactics that make achieving these tried and true best practices less daunting for partners. We provide planning and implementation services to reach what we refer to as the proper launch velocity. Using these tools we can quickly determine the total number of reviews needed to achieve desired results in Amazon's A9 search algorithms.
This "stick and stay" philosophy not only works to create a positive customer experience but it also helps to inform the client-side teams with respect to prospective sales volumes and necessary inventory levels to ensure the brand stays in the race. This also serves as a credibility and trust building mechanism with the databases and search architecture on which Amazon has made it's name. In some ways it's crucial that successful Amazon brands create and maintain a recognizable "data shape" so that the brand is fairly and organically assimilated into Amazon's framework and hierarchy within that given product space and category.