Customers aren’t just buying on Amazon—they’re also searching for reviews on the site and “showroom-ing,” too (viewing a product in store while looking for deals online). Meanwhile, IBM recently reported that 17% of Cyber Monday transactions occurred through a mobile device—a 55% spike over last year. Here’s what marketers and sellers should be asking themselves in the face of all this.

WHAT CAN I LEARN ABOUT MY

CURRENT AND POTENTIAL CUSTOMERS?

THE MEGA-RETAILER IS NOT ONLY SELLING, IT’S ALSO BECOME CONSUMERS’ FAVORITE SEARCH ENGINE. ARE YOU PREPARED TO MAKE THE MOST OF IT?

by SEAN MUZZY

HOW DOES AMAZON IMPACT MY PRICING STRATEGY?

IS MY PRESENCE ON AMAZON OWNED

OR BORROWED?

SHOULD I USE AMAZON TO

ADVERTISE OR SELL MY PRODUCTS?

Sean Muzzy is the Chief Executive O�cer, North America, of Neo@Ogilvy.

If you’re not selling your products on Amazon, someone else is.

Guide your consumer toward legitimate products

and capitalize on the showrooming e�ect.

Amazon's reviews are a wealth of information on your consumers' intent,

usage experience and propensity to recommend. Mine reviews of your

own and competitor's products to learn what you can.

Amazon's model of convenience and price directly challenges

omnichannel retail pricing—factor this into your strategy.

Add price checking, recommendations, and convenient delivery to your toolkit.

Amazon has improved its media and advertising

capabilities, and is now firmly in the data business.

Even if you’re not selling on the site, look to leverage

product ads or run programs that target a�nity groups.

ContinuousCommerce.ogilvydo.com