The Kick-Off is the essential event of the Setup Phase, which is designated to be held right after the signoff. It aims to ensure an effective alignment of both parties (factor-a and client), which will ease the cooperation in the subsequent stages of the project. Therefore, it is of highest importance to have all relevant stakeholders in attendance, as factor-a will provide detailed information on each service, which has been booked by the client.
Furthermore, a face to face appointment is recommended to assure the quality of the above presented points.
The mutual Kick-off meeting is an essential event at the start of the cooperation. It builds the foundation of a successful and sustainable project. Together with the client, factor-a defines the procedure in all relevant areas of responsibility and sets the starting point for a well working cooperation.
The presence of operational contacts, important decision-makers and stakeholders is very important and highly recommended. The group of participants can/should consist of the project teams and/or sub-teams, if these have already been predefined. Furthermore, we recommend and plan a personal meeting instead of a (video) call.
The Kick-off should be regarded as the “get-together” of the project, which aims to familiarize all those stakeholders, which are participating in the cooperation. Additionally, factor-a will provide an outlook on the general structure of the upcoming project, whilst the client will present first insights, expectations, and goals of the project.
Thus, the main goal of the kick-off is an exchange of expectations and first insights, which will consequently result in the construction of a roadmap for the upcoming steps of the cooperation.
Central points e.g. will be…
… in the context of general cooperation:
… in the context of premium content and product data conception:
… in the context of marketing and capitalisation:
The factor-a suite builds the central hub of information of all activities, which the client currently operates on the amazon platform. Of highest benefit is the fact that all essential KPIs of both paid and the operative area are displayed within one tool, which enables an effective overview of the portfolio. Further data-based automations assure an individual management of products and campaigns.
In order to enable the above listed features, factor-a requires access to both the Vendor Central, as well as the Sponsored Advertising console. If there is no special agreement for the setup of the factor-a suite, the software will be connected with a specific Vendor account, as well as the ASINs, which are designated for the “factor-a portfolio”. Furthermore, a certain amount of user accounts will be provided.
Subsequent to the initial setup, factor-a requires a “data-collection period” of around 3-4 weeks, in order to provide precise data, both current and historical*
*historical data can only be collected, if the client owns an ARA Premium access
Concurrent to the setup, factor-a will provide a software training via video call /screen sharing. The main target of this meeting is the introduction of all relevant features, as well as to enable the client to use the product independently. A regular software training takes approximately 60-90 minutes, and should be attended by all stakeholders, who will actively use the factor-a suite in the project.
The factor-a suite bundles information and options from all Amazon areas into one piece of software. With analysis and report functionalities, you benefit from clarity and understanding of all relevant information and KPIs. Data-based automation creates the greatest possible efficiency for individual products and campaigns.
To aggregate all your relevant data, it is necessary to implement and connect your Amazon Vendor Central account and Sponsored Advertising console with the factor-a Suite. The result is a complete overview and control over all activities and key KPIs of your Amazon business.
Unless otherwise agreed, factor-a Suite is set up for a specific Vendor account, for the number of ASINs and languages defined in the calculation and for two previously defined users per country.
After setup we recommend a period of 3-4 weeks in which data can be collected and processed.
You will then receive training on the software, which is usually held via video call/screen sharing and in which you will be introduced to all areas and functions of the suite. This training takes about 60-90 minutes and it is recommended that all users on your site participate together.
Vendors may encounter several areas of issue whilst setting up the Master Data in the Vendor Central. The “New Item Setup (NIS)” process is especially difficult to those Vendors, who are unfamiliar with the Amazon Environment. Factor-a can support this process, as we have gained significant experience in this area, supporting this process on several occasions. These additional services, which are not in the regular scope of contract, consist of the handling of the whole Setup Process of the products. It is worth noting that a setup executed by factor-a ensures a high quality of inserted backend data, which in turn means there won’t be any backlashes with false data later in the project. Alternatively, factor-a does also partake as a support for the client, if he chooses to undertake this process on his own.
Of highest importance is the correct provision of mandatory data for the Setup, as insufficient data may lead to issues in the creation of the products in the Vendor Central Catalogue, as well as later in the course of the project.
The Portfolio Analysis is designed to unfold the complexity of data, which amazon offers on its reporting platforms (ARA, advertising console). Key Performance Indicators, which factor-a consultants have identified as essential for the amazon business, will be presented concisely, in order to achieve a classification of the portfolio, which the Vendor / Seller has listed on amazon. This classification targets to find products, which have the potential to yield the highest potential on amazon. Concurrent to this analysis, backend master data will be reviewed, and in accordance with the client, rectified.
These identified products will be further evaluated, and thus the client will receive a recommended plan of action, on how to take advantage of the key findings. These may consist of actions on an operative, but also on an advertising level, which depends on strategic aspects such as the maturity of the product or the competitive environment on amazon. The total scope of a portfolio analysis consists of the data product, which will be composed of all the relevant KPIs for both advertising and operative performance. Additionally, a strategic presentation will be set up, in order to make the key findings of the analysis tangible.
Hence, factor-a recommends to undertake a portfolio analysis on an annual basis, in order to gain insights, meet expectations, and set goals for the upcoming period.
Creation Keyword Set
In order to achieve these goals, factor-a first conducts a thorough keyword analysis. Proprietary analysis technologies maximise the keyword depth of our content team’s manual keyword search. A comprehensive basic keyword set runs through a multi-stage, tool-supported process that ensures that an optimal spectrum of relevant keywords is mapped. This results in a keyword set of 1,000+ relevant search queries per product, which specifically address the client’s product and are integrated in the product content.
Based on the keyword set determined in the first step, the factor-a content team creates individually optimised content with regard to keyword relevance, the results of the content relevance analysis and the client’s specifications. On the one hand, the aim is to present the client’s brand and product in an optimal way and to convince the customer of the product’s quality. On the other hand, the search algorithm of the marketplace is precisely targeted to ensure the best possible visibility. Important content elements include product titles, highlights, keywords and product descriptions as well as images and product videos.
A holistic optimization of the product detail page is recommended in order to create the best possible experience for customers. A+ content offers targeted product descriptions in combination with image elements to improve the customer experience on the product detail page. A clear representation of your own brand also promotes customer confidence. In addition, A+ content can sustainably promote sales through cross-selling and up-selling.
Using Amazon modules and marketplace-specific policies, the content team creates A+ content. For this purpose, a detailed research on product, brand, target group and product categories must be carried out in order to create strategically coordinated and visually appealing A+ content on the basis of these and appropriate image materials.
Unless otherwise agreed, the creation or preparation of image or video material is not part of factor-a’s services. Additional costs may be incurred for the activation of A+ content by Amazon.
A+ Premium Content
Premium A+ content is a further development of the standard A+ content. The premium version offers additionally the possibility to use interactive modules and videos on the product detail page, while also having more space. Product and brand content can be presented in more detail to achieve an optimal presentation for the customer. In addition, premium A+ content, displays high-quality image content as well as a view optimized for mobile use. Thus the customer experience is further improved and stimulated to purchase.
Project Management: Organization, coordination & alignment inclusive feedback
Planning, organization, internal/external coordination & adjustments including feedback loops
Product images & videos: Concept, slight format adjustments & upload
Selection, slight changes (e.g. sizing/cropping) & upload
Variation & Bundling Concept: Analysis, portfolio & upload structuring
Analysis of the portfolio reg. given status and potentials (of twisters and bundles), selection, structuring & upload
Replacing images of selected SKUs (up to 7 images for 1 SKU)
New Item Setup
Creation and upload of new products to the catalogue
Amazon Retail Promotion
Concept & Implementation of special offers, discounts, coupons – planning, conception and implementation of Amazon retail marketing campaigns
Cleanup Catalogue Data in VC
Clean up the Vendor Central catalog based on previous analysis/recommendations or specific portfolio issues
B+ Content Update (structure check, change keywords)
Check of the structure of the current content with regard to latest Amazon requirements and adjustments of keywords within the given set of keywords
Review Analysis (Analysis problem fields)
Check of the current reviews and most prominent issues and/or complaints with recommendations for action
Rework of an existing or concept, planning, design and upload of a new Amazon Brand Store incl. feedback loop
As part of the setup, Sponsored Ads measures for the client are set up to achieve increased visibility on Amazon. Three main objectives can be pursued: direct display on the search results pages at keyword level, brand protection and targeting of competitors at product or keyword level. Specifically, the following three types of ads are implemented and coordinated:
As part of the setup, the Amazon Demand Side Platform advertising measures for the client are set up to achieve increased visibility both on Amazon and all over the internet, as well as to convert the customer to a purchase via remarketing measures. This includes a simple adaptation of existing banners and a reasonable amount of creation of new banners based on provided visuals. Further creative work will be billed at applicable rates. There are four main campaign types:
Keep track of your Amazon content quality. A permanent comparison of the current live-content and the target- content ensures that errors or changes on the part of Amazon or third parties can be quickly detected and repaired via the update sheet provided for correction. Get a full overview of your customers’ reviews on Amazon, find out when you get negative reviews and have full control over customer ratings, requests or suggestions for improvement from your audience.
The monitoring and optimization of Sponsored Ads campaigns ensures that the defined budget is used efficiently and that the marketing objectives are achieved.
The monitoring and optimization of reach campaigns ensures that the defined budget is used efficiently and that the marketing objectives are achieved.
Maintaining control over operational indicators such as the Out of Stock (OOS) or the Lost Buy Box (LBB) rate is decisive for the efficacy of all other operational measures on Amazon.
In addition to creating optimal content and executing an effective Amazon advertising strategy, the handling of Vendor or Seller Central requires constant attention. The range of tasks is broad: be it the uploading and monitoring of your product data, the opening and tracking of Amazon support cases, the optimal mapping of the assortment structure or the management of reviews.
We look after our vendors and sellers in a holistic manner by taking over the management of their vendor or seller central. Our retail management consists of two pillars – account management and consulting. These serve as the basis for your perfect brand presence on Amazon. We increase your Amazon performance and thereby improve your brand and customer experience.
Retail Management is divided into Vendor Consulting and Account Management.
factor-a’s tailor-made, individual consulting is primarily based on Amazon reporting data and is complemented by profound experience and know-how in the Amazon sector.
In order to improve your overall performance on Amazon, our team of experts will develop strategic solutions tailored to your needs – whether sales or marketing driven.
Our goal is to sustainably increase your performance over the course of the project. Several years of expertise in dealing with Amazon, specific KPIs from the factor-a suite and their target-oriented combination with a use case form the basis of our recommendations for action to achieve the success of your Amazon business.
Account Management includes the project organization and serves as an operational interface between you and our experts. In addition to an overview of each individual project, our account managers accompany you on your way and ensure a smooth, goal-oriented cooperation process.
Your dedicated contact person will always be at your side to answer urgent questions and longer-term challenges. They keep an eye on the project constantly and act as a point of contact between you and Amazon.
The factor-a suite is our in-house all-in-one vendor software. It is based on years of Amazon expertise and analyzes special KPIs that are adapted to Amazon’s performance measures. All the obtained results are bundled together and clearly presented in the factor-a suite.
We develop a solution tailored to your needs based on the combination of our internal know-how and technical solution. Based on this, we derive actionable recommendations and optimization potential. In this way, we are able to determine approaches for a medium to long-term sustainable increase in the performance of all your Amazon activities.