Driving Demand to Amazon from Off-Amazon

Off-Amazon-to-Amazon, or OA2A, is the practice of driving traffic from external channels to your Amazon Storefront to capture sales. Customers don't typically shop in one place so why would you only advertise your Amazon listings through Seller Central? The biggest blocker until now has been attribution. Most paid channels will not provide proper tracking unless you own the destination domain and while that challenge hasn't gone away, the rise of Amazon Attribution Links has made attribution a problem of the past. By using these links, you can track where you traffic comes from, which products are added to cart, and how your customers convert.

Did you know?

• 3 Billion product searches occur every day on Google - each one a potential lead
• 51% of online shoppers use Google during the buying journey
• ***

Reduce friction wherever your customers discover, shop, and buy with OA2A.

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What Does OA2A Look Like?

The basic concept is simple. Create the attribution links in Seller Central, assign that new link as your destination in any external campaign, then go back to Seller Central to track baseline attribution metrics. Anyone with an Amazon product and SC account can do this. Amazon loves that you're doing the heavy lifting for them so they sweeten the deal by offering a 10% Brand Referral Bonus on every purchase made through your attribution link as well. That means for every $50 product you sell using an attribution link, $5 is credited back to your account to use as your wish while improving your workable margins.

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Our Approach

We learn something new every day but our tried and true foundation hasn't changed much: Research, Build, Optimize, & Scale.

• Research: We combine the top performing keywords for each ASIN from Seller Central with a comprehensive analysis of related search terms on Google to give you the best start.
• Build: From copywriting to build to launch, we do it all. We pride ourselves in stepping into the shoes of our brand partners and creating enticing assets that fit your guidelines.
• Optimize: Optimizations are done on both the keyword and product level. Rest assured, we’ll find your winning combinations and make sure necessary pruning is thoughtful and timely.
• Scale: This is the best part. The sky’s the limit as we identify winning search terms and star-studded products.

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Here's what our experience has enabled us to do in addition to the baseline concept:

• Set up complex campaigns
• Track attribution at a keyword level
• Transform this data into actionable insights

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Let's See This in Action

Our first OA2A experiment began with a common dilema: where do you go when you start to outgrow your current marketing mix?. The brand that we partnered with was in the Home Chemicals & Extermination industry, was already using Amazon for fulfillment, and had a solid grasp on how to handle paid acquisition through Seller Central.

By the end of our 45 day testing period, we achieved:

• X Net New Customers
• A 22% reduction in customer acquisition costs
• A 30% increase in AOV
• $ back in the form of a Brand Referral Bonus

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Is OA2A Right For You?

We've found a few key components that indicate early success for OA2A. First, we like to see stable profit margins, ideally over $10, as it allows more room to test. Second, a flexible budget will allow you to see results faster. We recommend $10/day per ASIN to start. Lastly, industries with a lot of "Red Tape" tend to take longer to get off the ground. For example, medical use products and other highly regulated industries create roadblocks that are tough to overcome. Of course, it's best to have an existing Seller Central account as well but we can work with any stage business.

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