Common Mistakes podcast Season 2 Episode 13
Scott Ohsman is an expert in the Amazon space with over 16 years of experience helping brands scale on the platform. Scott meets with Laura and Todd to discuss the common mistakes he has seen throughout his entrepreneurial journey. Scott discusses hiring the right people, mistakes made using Amazon Seller Central reporting, why brands should choose between focusing on profit or market share, the consequences of going out of stock, having too large of a catalog, Amazon DSP & OTT, and why brands that have patience and plan for sustained growth thrive on Amazon's platform.
Scott Ohsman is the VP of Digital Commerce for Quickfire LLC, a small full service digital agency for consumer goods. Scott is responsible for the company’s Amazon practice along with overall digital strategy across all platforms. Quickfire works with clients in many categories and also has its own brands. Scott’s been in retail for 27yrs in retail and has experience running his own agency for 13yrs before joining Quickfire. He has worked for the last 16yrs helping over 200 brands sell to and on Amazon. More specifically, Scott spent the first 10yrs on Vendor Central and has been deep into Seller Central since 2018.
https://www.quickfirenow.com/
https://www.linkedin.com/in/scott-ohsman-861196a6/
https://podcasts.apple.com/us/podcast/always-off-brand/id1568133448
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Concepts Discussed in this Episode:
Amazon DSP stands for “demand-side platform”, and it allows advertisers to programmatically buy ad space on Amazon.com and other Amazon-owned websites. Amazon DSP provides access to exclusive inventory, including first-party data, and offers unique targeting capabilities that allow advertisers to reach their desired audience. Advertising on Amazon DSP can help you increase brand awareness, drive traffic to your website, and generate sales. Amazon DSP is unique in that it allows advertisers to expand their advertising reach beyond Ad Console and utilize both on-Amazon and offsite placements. This enables advertisers to drive traffic not only to their Amazon pages, but to their direct-to-consumer websites.
Amazon OTT is short for “over-the-top,” and refers to the delivery of streaming video content via the internet, without the need for a traditional cable or satellite TV subscription. Amazon offers its own streaming service, called Prime Video, which features a mix of original programming, movies, and TV shows. By distributing videos through Amazon OTT, sellers can take advantage of Amazon's massive customer base and reach viewers who may not be aware of their products or services. As more and more shoppers turn to streaming video for entertainment and information, Amazon OTT provides a unique opportunity for sellers to connect with customers.
The Amazon Seller Flywheel is a positive feedback loop that begins when sellers receive an influx of new customers. This increased customer base then results in more sales, which leads to improved seller rankings and increased visibility on the Amazon marketplace. This, in turn, attracts even more customers and further improves seller rankings. The flywheel effect can be powerful for driving long-term growth on Amazon's platform.