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Amazon Strategy

With Stella’s insights-led focus on consumer behavior, we anticipated the importance of the marketplace environment, Amazon in particular, for our clients. As the first agency ever to have a case study on Amazon, Stella Rising has maintained that leadership position through our highly effective end-to-end approach, led by experts. Fast, flexible, and backed by an award-winning search team, Stella Rising is able to harness the incredible power of Amazon on behalf of our clients, independently or as part of a powerful ecommerce strategy.

Our Amazon team consists of “insiders”—former Amazonians as well as brand-side and third-party experts—who understand the platform intimately. We combine that expertise with strong relationships at Amazon—rare within the agency world—for a specialized approach with proven results:

Our Amazon clients have seen double digit YoY growth after engaging with us.

50%: the average YoY increase in Amazon ad attributed revenue we drive after taking over an Amazon advertising account. 

Experts across category—and with a particular passion for beauty, health, and wellness—we believe in our brands and work relentlessly so they can excel on the platform.

STELLA SCORECARD
How is your brand competing on Amazon? We can tell you.
As Amazon data can be difficult to garner, we are excited to be able to collect and share category and competitor data using proprietary technology. Our Stella Scorecard:
 
Analyzes the trends and top search terms within your category on Amazon
Answers how you stack up against the competition
Uncovers opportunities to increase share of voice
Assesses your Amazon Advertising efficiency and advises on how to maximize returns, given the right data
 
This powerful audit will grade your brand in each area, ultimately providing a Stella Score: a clear roadmap for how to grow and what to focus on, so that your brand can shine on the platform.
Contact us to get your Stella Scorecard today.
Spotlight Interview

How to Win on Amazon Q & A

Rina Yashayeva, VP Marketplace Strategy

testimonials

Q: What should brands be mindful of when considering launching on Amazon?

A: It has never been easier to launch a brand on Amazon, you and I can do it right now, but it has never been harder to succeed.

Q: How important is leveraging data to execute a successful ecommerce strategy for brands?

A: Data is at the root of all of my decisions. As an ex-Amazonian, I have been conditioned to back up everything that I do with data. Naturally, this has carried throughout my career and work at Stella Rising. Whether you are a seller or a vendor, we analyze the data of past and current performance to understand what is working, what is not, and ways to improve your business. Between Brand Analytics, Business Reports, and a myriad of third- party tools, we have the data at our fingertips necessary to drive success. 

Q: What is one thing you recommend Amazon brands work on?

A: On Amazon your content is key. Invest in high-quality images, video, and infographics. Build engaging A+ Content and an informative brand store, as your foundation. Once the pages have been set up for success, a strategic Advertising approach is the lever that will accelerate the business.

However, the work you do off-Amazon is just as important. One thing I stress to my clients constantly is that Amazon does not function in a vacuum. It is imperative to build the brand holistically. The brand’s paid advertising, Social Media, PR efforts, creative, etc. must work in tandem to tell one holistic story, across their DTC (Direct to Consumer) website, Amazon, and other retailers.

From Stella Rising’s proprietary research community known as Glimmer, we find that over 83% of consumers are omnichannel. They can discover a beauty product on social media, purchase on Amazon, or buy a fragrance in-store, smell it in person, and then replenish on Amazon. Consumers are not only using Amazon as a retailer but also as a research platform. They might discover off-Amazon, turn to Amazon to read its reviews and content, and still purchase off-Amazon. The consumer’s path to purchase is multi-faceted, they are discovering through different channels every step of the way. Ultimately, a brand must build their story in a 360 degree way, and decide what role Amazon plays.

Q: How does Stella Rising help brands with their Amazon advertising?

A: Having a great product on Amazon is not good enough unless we get it out in front of the consumer. Amazon is a search-heavy platform, over 75% of consumers shop through search, therefore Amazon Advertising is a crucial investment for every brand. Oftentimes, brands start with Sponsored Ads (Amazon’s pay-per-click search advertising).

When we build a brand’s Advertising strategy, we aim to reach users at each stage of the path to purchase by incorporating all campaign targeting types. We allocate budgets at the campaign level, and create a keyword-rich build, utilizing the largest database of Amazon shopper search trends. We segment out upper-funnel (non-brand) campaigns, and lower-funnel (brand) campaigns. Also, add on ASIN-level, category and competitor targeting, working within the set budget. We discuss a brand’s revenue and ROAS goals, providing in-depth bi-weekly reporting to support those goals.

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Amazon content is one of the strongest opportunities to drive conversion.

COPY OPTIMIZATIONS
Prior to working with Stella Rising, 86% of titles were below the optimized character count. Our client ASINs saw a 186% increase in rank post-optimizations.
CONTENT
(A+ Content, Brand Store)
Prior to working with Stella Rising, 89% of brands were missing A+ content on their full catalog.

Our Work

Bondi
Sands

Drove +300% increase in topline revenue through a full-funnel advertising strategy using Search and Display, with 50% new-to-brand consumers.

deborah
lippmann

GNC

Clean
Beauty

"They truly are experts."-Kristen Brendle, Manger of Sales North America

SJP

SJP Beauty gained market share and increased revenue 150% YoY through strategic optimizations.

Margot
Elena

Increased topline revenue +88% YoY, driven by a strong Q4, with traffic +45% YoY.

jane
iredale

 

 

Pause
Well-Aging

Drove a 63% increase in ad-attributed revenue. "From the start, Stella Rising has been our partner; we launched with Stella on Amazon and they have been tremendous." -Dana Miller, Senior Director, Integrated Marketing

Urban
Skin RX

Increased Amazon topline sales by 25% after transitioning key products to a Fulfillment by Amazon strategy.

Glo Skin
Beauty

Drove a 15% increase in ad attributed revenue after a strategic restructure of Sponsored Ad campaigns.

Colorescience

Drove 50% topline growth in the Premium Beauty category over two years, driven by strategic Sponsored Ads and DSP tactics.

C'est Moi

Drove 67% YoY increase through strategic new product launches and an increased focus on product review generation.

Ready to rise to the top? Connect with us today!

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