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Ask the expert: Consuelo Arezzi

We asked Consuelo Arezzi, CEO of the Next14 Group business unit dedicated to supporting companies in optimizing sales Amazon on what are the essential elements to succeed on this platform.

How much can Amazon help and influence Italian companies?

Right now, more than ever, businesses and entrepreneurs need to understand how to make the most of Amazon by planning and implementing an omnichannel strategy that Amazon can only be the pivot. Companies need a partner to help them define the best possible strategy for their products, protecting their brand and their market position. Amazon is an important and essential partner for any company, but it is necessary to define a correct integration strategy within its communication and marketing channels to ensure the different players a profitable and lasting relationship with the famous marketplace.

Why choose an agency to support Amazon management?

Amazon is a real “Amazon forest”, beautiful but complicated. Companies are happy to find a valid partner to extricate themselves. The competition is very tight, and the skills required are many and transversal, especially in the management of data and in the optimization of resources to achieve the goals of sell out.

We support customers in the evaluation of the best integration solution with the marketplace, be it Vendor or Seller, by managing all the activities of loading and creating the catalog, the realization of the store, of the A+ pages and all the assets that the platform makes available to its customers to better present their products.

Last but not least, we are partners for the management of advertising campaigns via Amazon, both in programmatic DSP and Search as well as AMC which is the tool with which today we can provide our customers with in-depth analysis, not only quantitative but above all qualitative, that they help the brands to know in way analitco their customers and their distance of purchase on a patrimony of more than 36 million consumers.

What are the essential elements to succeed on Amazon?

The first requirement is to be patient: Amazon is a slow machine that needs time to receive information about the products that are loaded. Our task as an agency is to pass to the algorithm the information in a timely and relevant way to ensure the product the correct placement within its reference category.

The second is to be able to define a “responsive” strategy that will exploit the opportunities and correct the difficulties that can be encountered, since the competitive scenario is constantly changing as well as the tools that Amazon makes available to its merchants to promote its products.

The advertising drive in support of the product is fundamental, especially in the case of launches is an essential lever to highlight the product and attract new consumers.

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