Are You About To Lose Your Amazon AMS Account?

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Taylor Benterud joins us to talk about Amazon AMS and Vendor Express shutting down starting May 21st.

Vendor Express is closing down

They will stop issuing orders on May 21st
Entirely shutdown Vendor Express 2nd January 2019 and lose access to AMS, it’s all shutdown
Taylor is trying to get their clients onto Vendor Central so that they can keep their AMS stuff
If you’ve been reached out to to join Vendor Central in the past then you can go back to that rep and now ask to get in
If you don’t have that access you’ll need to move to Seller Central and although product display ads aren’t there YET, they should be by Q2 this year then you can shift over all your campaigns into Seller Central

Taylor has software that bulk downloads what every single bid is at in their account and the campaigns names and everything in the whole account
You need to:
- Download the campaign performance part
- Download AMS reports, Sales reports weekly
- When you transition into AMS you give these reports to your VA and tell them the campaign names, keywords in there , bids and match types and get them to go in and a launch these
- When Product Display ads are released then you want to be switching
Contact the reps and find out what’s going on right now
Talk to the Manager of Vendor Central and start moving over
Very beneficial to keep the lifetime history of your data rather than transitioning into a new platform

Ask for “catalogue contributions” to be removed by the catalogue team
What happens if you can’t sell these products anymore
You have to try and get the listing back from Amazon
Contact the catalogue team to remove catalogue contributions which is their way of releasing the listing back to you
If you have a rep then keep hold of them
Anyone doing over $250k revenue per month Amazon will have you a dedicated rep
It’s not clear so you should get in touch and find out who your rep is

As soon as product display ads appear in seller central they will start pushing people off of Vendor Express

ACoS compared to last year is lower than last year for Jan and Feb, it’s working well and making success
Target by related categories on Product Display Ads as a campaign strategy works really well

New client with product and will PPC perform well?
Margin is 30% so $50 price make $15 profit per unit
Decent unit / session % is 10%
Pretty good is 15%-20% and really good conversions at 25% to 45%
Conversion of 10% one in 10 clicks on relevant keywords should convert
Your margin is $15 so you can’t spend more than $1.50/click on certain keywords
Just as a starting bid….
Working out your PPC costs is super important and should be the start of your product discovery

Headline ads in a competitive strategy?
Main keywords we can’t win but do about $100k / month at 18% ACoS
16% of sales come from product display ads
90% of the keywords have 3-5 words in them – go for the long tail
Take the most relevant seed keywords and break them down into the individual words and bid on the individual words
If you’re selling a tennis racket then bid on the keyword Tennis which is cheaper and less competitive
Brian Johnson calls this strategy ‘panning for gold’
Taylor calls is GP campaigns
Big companies don’t use Product Display Ads so as a competitor you can do well
Lower price products with product display ads are very hard to achieve lower ACoS and profitable ACoS for you