🎙️Interview with Gary Hammerschlag

DESCRIPTION

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we're joined by our in-house organic strategy expert, Gary Hammerschlag.

He'll walk us through the evolution of content scoring, share how top brands are approaching content audits today, and give us a sneak peek into where the industry is headed regarding organic excellence.

Tune in to find out more!

Quote:

Optimization never ends. There are always improvements in organic rank that can happen. I don't think it's ever set-it-and-forget-it.

Gary Hammerschlag

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Gary discuss:

• The Evolution of Content Scoring on Amazon: A history of content audits—starting from highly manual, page-by-page checks, moving through early automations, and now to sophisticated frameworks that combine qualitative and quantitative data.

• From Binary to Nuanced Scoring: The shift from basic checklists (like "Does this listing have six images?") to systems that weigh the true quality and impact of each part of a PDP (product detail page).

• Modern Content Audit Methodologies: Current best practices for scoring content, including the new variables at play (like user-generated content and the role of Amazon's AI assistant, Rufus), and why brands need to update their frameworks as the landscape evolves.

• PDP & Storefront Optimization: The buckets and categories considered during optimization—from images and titles to mobile formatting and SEO—and how brands should prioritize and frequently assess their catalogs.

• Importance of Continuous Improvement: Content optimization isn't a one-off project, but an ongoing process. Gary emphasizes using leading indicators, A/B testing, and regular audits to keep PDPs and storefronts performing at their best.

• Future Trends & Technology: The rapid pace of change on Amazon, the likely rise of tech-driven and AI-assisted content evaluation, and how staying ahead is key to organic success.

• Real-world examples illustrating how deeper content audits can uncover hidden opportunities, even for brands that already look "optimized" on the surface.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

We're back with Part 2 of our special Prime Day series, and today we're diving deep into Ad Strategy.

Joining us today is Damiano Ciarrocchi, our Senior Retail Media Manager. With years of experience managing Prime Day ad strategies — both at Amazon and now for our clients — Damiano is a Prime Day pro who's seen it all.

Today, he's sharing his insider insights on how this year's Prime Day is shaping up to be different from years past.

Don't miss it — tune in now!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Damiano discuss:

• The Buzz Starts Early: Brands are already fielding Prime Day questions by late April: What's changed this year? How should we budget? What creative assets need to be ready now? Early alignment is critical.

• Prime Day Is Won Before It Begins: Success isn't defined by the deals you run during Prime Day—it's shaped in the weeks and months leading up to it.

• A New Playbook for 2025 Advertising: This year demands a shift in budget planning and campaign strategy. With evolving consumer behavior, flexibility becomes your strongest advantage.

• Unlocking Amazon's New Ad Tools: 2025 marks a new era for advertisers. Tools like Amazon Marketing Cloud (AMC) audiences are no longer reserved for elite brands—they're now accessible and essential for all.

• May & June: The Setup Phase: Your early lead-in tactics dictate your visibility and performance during the event. Use this time to build awareness, optimize recall, and prime conversions.

• Real-Time Agility on Prime Day: Ideally, you're so well-prepared that surprises are minimal, but when the unexpected hits, your ability to pivot fast will set you apart.

• The Surge Doesn't Stop on Prime Day: Prime Day isn't the finish line—it's the launchpad. Smart brands ride the demand wave into post-event momentum and longer-term growth.

• Navigating Tariffs and Supply Chain Disruption: With tariffs and ongoing logistics challenges, brands need tighter forecasting and contingency plans baked into their Prime Day strategy.

MENTIONED IN THIS EPISODE

Don't forget to check out part 1 of this Prime Day Prep series!

Access this in blog format! Part 1 here!

Connect with Senior PPC Manager, Damiano Ciarrocchi

Connect with our host, Julie Spear

Connect with our host, Jordan Ripley

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

This is your April edition of the Retail Round-Up!

In today's episode, we dive into the latest trends shaking up the retail media landscape, from AI-driven shopping innovations and Walmart's evolving media strategy to concerns about Prime Day restock limits and the ongoing impact of tariffs. The retail media space is moving fast, and there's no sign of slowing down.

We're excited to welcome special first-time guest Shahrez Anjum, Senior Account Manager at Acadia, alongside our media expert and friend of the pod, Ross Walker, Director of Retail Media at Acadia.

Tune in to stay ahead of the curve!

KEY TAKEAWAYS

In this episode, Julie, Jordan, Ross, and Shahrez discuss:

• Amazon recently introduced two major AI-driven features that signal a fundamental shift in how product discovery and shopping journeys will operate: Interests AI and Buy for Me.

• Interests AI is a product discovery tool that allows Amazon shoppers to enter detailed prompts reflecting their hobbies and passions.

• Buy for Me, currently in beta, uses agentic AI to place orders on third-party brand websites directly from the Amazon app.

• Amazon has introduced tighter control over off-site placements, which allows advertisers to manage their spend on external platforms more effectively.

• Walmart has made two significant updates to its media offering through Walmart Connect, adding Vizio inventory for media buying and the ability to do advanced targeting for on-site display ads.

• Amazon has made significant strides in simplifying and enhancing how advertisers can interact with its audience targeting capabilities, particularly by integrating AMC (Amazon Marketing Cloud) audiences into its ad console.

• Native Bid Boosters: Amazon is making it easier for advertisers to access and use audience segments directly within the ad console.

• The ongoing discussions around tariffs and their potential impact on retail prices have become a recurring topic in the e-commerce space, especially in relation to Amazon.

• As Prime Day approaches, concerns about restock limits and potential supply chain challenges are rising. In particular, there are indications that Amazon may reintroduce restock limits, a measure previously used to manage inventory flow.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today kicks off a special two-part series designed to get you fully prepared for Prime Day. In this first episode, we're diving deep into the operational, promotional, and organic strategies you should focus on as the big shopping days approach.

We're excited to be joined by Joanna Otto, an Account Manager on Acadia's Retail team. With more than a decade of experience spanning brand-side roles, agencies, and Amazon itself, Joanna brings a seasoned perspective on how Prime Day has evolved.

We're also welcoming Predrag Vetnic, one of our lead strategists for tentpole events. He'll be sharing key data insights and best practices for building an effective merchandising strategy, drawn from our work across a wide range of client partners.

Tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, Joanna, and Predrag discuss:

• Start Preparing Early: Begin your preparations by April, as deadlines and operational tasks need to be handled well before Prime Day.

• Important Dates & Deadlines: AWD inventory by May 15, Deal scheduling closes May 23, FBA inventory deadlines: June 9 (minimal shipment splits), June 18 (Amazon-optimized splits).

• Sales Velocity & Reviews: Focus on increasing sales and reviews using programs like Vine and Product Win to boost organic ranking.

• Organic Prep: Invest in keyword optimization, competitive scraping, and high-quality content, including images and infographics.

• Prime Day Duration: The event has expanded to four days, so expect consistent sales throughout.

• Merchandise Fees: PED fees have doubled to $100; the new coupon fee structure starts June 2.

• AI Search: Amazon's AI assistant, Rufus, influences up to 35% of search traffic. Optimize your listings for this.

• Competitive Monitoring: Be ready to monitor competitors and pivot quickly if issues arise.

• Expect the Unexpected: Prepare for unexpected challenges, like account health flags and listing suspensions.

• Economic Pressure: Pricing strategies are more complex due to tariffs and market volatility, so be cautious with price hikes.

• Invest Strategically: Focus on targeted organic and paid efforts, including influencer and UGC campaigns, to drive relevance.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we're thrilled to welcome two fantastic guests: Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute, and Jon Harding, SVP and Global CIO at Conair.

They're here to share insights from a recent report they released in partnership with MikMak—a practical guide to managing technology change across the business, specifically how to leverage IT teams to accomplish transformational growth.

Tune in to find out more!

📙 RESOURCES

Download the Bridging Gaps and Breaking Silos report from the Digital Shelf Institute.

KEY TAKEAWAYS

In this episode, Julie, Jordan, Lauren, and Jon discuss:

• The Evolving Role of IT: How IT has become the "nervous system" of modern consumer brands, with technology playing a bigger role in driving business outcomes, particularly as sales and marketing become increasingly tech-reliant.

• Increasing Complexity and Collaboration: The rise in technology tools (especially in digital commerce), the necessity of integrating multiple systems, and how IT and commercial teams can work together more effectively.

• Successful Cross-Functional Partnerships: Strategies for engaging IT early in business initiatives, overcoming past tensions between IT and marketing, and why collaboration leads to faster and more successful project outcomes.

• Agile and Nimble Planning: Why annual planning is no longer enough—Quarterly or even monthly reviews help teams stay agile and responsive in a fast-changing industry.

• Showcasing IT Wins: Insights on the importance of IT teams communicating their successes and impact to the wider business, including tactics like internal newsletters.

• Prioritizing Technology Initiatives: How to make sure business cases for new technology are clear, prioritized, and tied to measurable business value—especially when competing with critical back-office projects.

• Organizational Models for IT-Business Alignment: A look at different structures (shared services, embedded partners, PMO) and the critical need for shared goals and metrics between IT and other teams.

• The Future with AI: Predictions around the next wave of AI adoption—both top-down from enterprise platforms and bottom-up from grassroots productivity tools—and the transformative potential for digital commerce and omnichannel organizations.

MENTIONED IN THIS EPISODE

Connect with Lauren Livak, Executive Director of the Digital Shelf Institute.

Connect with Jon Harding, SVP and Global CIO at Conair.

Download the Bridging Gaps and Breaking Silos report.

Connect with our host, Julie Spear.

Connect with our host, Jordan Ripley.

Learn more about Acadia.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today we're bringing back our very own Director of Retail Marketplace Strategy, Pat Petriello, to discuss how the savviest brands are balancing the needs of brand vs. performance marketing, how to avoid a life sentence in ROAS Jail, and the all-important 95/5 rule.

Tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Pat discuss:

• Introduction to ROAS Jail: Pat Patriello explains the concept of "ROAS jail," where marketers focus solely on Return on Advertising Spend (ROAS), leading to inefficiencies and short-term growth strategies.

• The 95-5 Rule: Only 5% of consumers are in the market for any given product at any time. The focus should be on brand building for the 95% who are not currently shopping.

• 60-40 Rule: Introduced by Pat as a guideline, suggesting a budget allocation of 60% towards brand-building and 40% towards performance marketing. This ratio helps balance short-term sales goals with long-term brand equity.

• Brand vs. Performance Marketing: Discussion on how these strategies differ and the importance of emotional connection through branding to attract long-term customers.

• Amazon's Role: Insight into how Amazon is transitioning to accommodate brand building alongside its historical strength in direct sales and conversion.

• Practical Recommendations: Tips for business leaders on how to integrate brand marketing into existing performance-focused strategies without necessarily increasing overall spending.

• Examples of Effective Brand Building: Brands like Patagonia are highlighted as successfully creating emotional connections that lead consumers directly to their products, bypassing competitive marketplace auctions.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we're joined by two of the sharpest minds at Acadia—experts who live and breathe Amazon. Whether it's diving deep into AI advancements, crafting and optimizing product listings, or navigating the ever-evolving customer journey, these two are on the front lines, ensuring our brands are set up for long-term organic success.

First up, we have Julian Galindo, Senior Account Manager on our Retail Team—a recognized authority and proud self-proclaimed nerd when it comes to AI-driven content optimization.

Joining him is Predrag Vetnic, Retail Strategist with a specialty in high-impact copywriting for ecommerce. If you've shopped on Amazon recently, chances are you've come across his work without even realizing it.

We're thrilled to have them both on the show! Tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, Predrag, and Julian discuss:

• Amazon's AI Advancements

• Introduction to Rufus, Amazon's AI shopping assistant, which helps customers by suggesting products based on their needs and queries.

• Cosmo, the AI system powering Rufus, aims to understand the "why" behind shopping behaviors to offer more personalized results.

• Optimization Practices for AI

• Transition from keyword-based search optimization to a focus on natural language and user intent.

• Importance of tailoring product detail pages (PDPs) for Rufus, not only using keywords but targeting customer needs and relevant questions.

• SEO Strategy Evolution

• Emphasizing human-like interaction while optimizing e-commerce content for AI.

• Leveraging footprint data from user interactions to inform and refine search experiences.

• Testing and Measuring Impact

• Methods for testing the effectiveness of AI-focused optimization strategies.

• Importance of monitoring conversion rates, organic share of voice, and search rankings.

• Future of AI in E-commerce

• Speculation on the integration of AI-driven search with traditional methods.

• Discussions on how AI could revolutionize personalized shopping experiences on platforms like Amazon.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

It's time for another episode of the Retail Round-Up, March edition!

From a new fee structure on promotions to a longer Prime Day event and expanded advertising capabilities, these updates could reshape how brands approach pricing, marketing, and overall strategy.

Joining us today are resident experts Ross Walker, Director of Retail Media at Acadia, and Armin Alipahic, Operations Team Lead.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, Ross, and Armin discuss:

• Amazon's New Fee Structure for Deals & Coupons – Amazon is introducing performance-based fees for Lightning Deals, Best Deals, Coupons, and Prime Exclusive Discounts starting June 2nd. These changes could significantly impact brands' profitability, particularly ahead of Prime Day.

• Prime Day Extended to Four Days – Amazon quietly announced that Prime Day 2025 will be a four-day event, giving brands more time to compete but also raising concerns about increased promotional spending.

• Amazon's Push Into TV Advertising – The launch of Complete TV aims to streamline TV ad buying, including both linear and streaming placements. This move aligns with Amazon's broader strategy to dominate the traditional TV advertising space.

• Search Query Performance (SQP) API Launch – Amazon is making SQP reports available via API, allowing brands and tech providers to automate and integrate search data more efficiently. This could be a game-changer for search optimization and ad performance tracking.

• Steeper Discounts for Better Visibility – Amazon is incentivizing brands to offer discounts of 40% or more by promising additional deal placements, though the specifics remain unclear. However, higher promotional costs may make deep discounting unsustainable for many brands.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we're excited to welcome back a familiar voice on the show—operations expert Armin Alispahic. Armin is here to bring us up to speed on a recent phenomenon in the Vendor space — the availability of true channel P&L analysis.

We'll explore why this trend is only showing up now and what it means for how brands assess their business with Amazon.

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Armin discuss:

Understanding Vendor Profitability on Amazon:

• Two main metrics: Net PPM (Net Pure Profit Margin) and Internal Brand P&L.

• The hidden third factor—Amazon's internal costs (fulfillment, packaging, and shipping expenses).

Why Profitability Analysis Is Becoming Crucial:

• Amazon is tightening vendor margins, requiring brands to have a clear view of their own and Amazon's profitability.

• Increase in CRaP (Can't Realize a Profit) items, making it essential to assess profitability at the SKU level.

Technology Driving P&L Insights for Vendors:

• Amazon's 2023 API improvements have enabled better data access for vendor P&L analysis.

• New tools now provide automated, SKU-level profitability reports.

Key Factors That Influence Vendor Profitability:

• Fixed Costs: Vendor terms (co-op, damage allowances, freight).

• Variable Costs: Chargebacks, shortages, advertising, and promotional spend.

• Operational Efficiency: Packaging, fulfillment optimization, and inventory management.

How Brands Can Leverage P&L Insights:

• Smarter Assortment Decisions: Identifying SKUs that drive profitability vs. those that hurt margins.

• Optimizing Advertising Spend: Allocating budget toward high-margin products rather than just high-volume ones.

• Better Negotiations with Amazon: Using data to drive conversations in annual vendor negotiations (AVNs).

• Cross-Team Collaboration: Breaking down silos between marketing, finance, and operations.

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we're catching up with Ross Walker, Director of Retail Media, to discuss his recent workshop at the Commerce Media Brand Summit in Atlanta.

Ross led an in-depth session on all things bottom-of-the-funnel—what's evolving, why it matters, and how brands can maximize this critical stage.

Tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Ross discuss:

Defining the Bottom of the Funnel (BOF)

• BOF focuses on conversion—turning interest into purchases or fostering brand loyalty.

• Includes retargeting customers who have engaged with your product or brand.

• Targets high-intent audiences like past visitors, brand searchers, and prior buyers.

Shift in Budget Allocation

• Brands are moving budgets away from branded search and loyalty-based retargeting.

• More investment is going toward non-branded bottom-of-funnel keywords and audiences.

• Capturing new customers efficiently is now a bigger priority over maximizing ROAS.

4 Tactics for BOF Success

Day Parting:

• Optimizing spend by adjusting bids based on high-conversion hours and days.

• Late-day bidding can be effective when competitors run out of budget.

Paid & Organic Interdependency:

• Product listings must align with high-intent keywords to maximize visibility.

• Strong keyword optimization remains essential for organic rankings and paid efficiency

Video Ads for BOF:

• Vertical video performs better for high-intent searchers.

• Feature-driven videos convert better than broad brand storytelling at BOF.

AI & Automation in Bidding:

• AI is effective for optimizing bulk campaigns but still requires human oversight.

• Best use: Let AI handle 80% of the catalog while manually fine-tuning the top performers.