The Age of Amazon:
Maximizing the B2C
Marketing Opportunity
In partnership with:
1For those reading outside the U.S., CPG is the same as FMCG
(fast-moving consumer goods)
The Age of Amazon: Maximizing the B2C Marketing
Opportunity, published by ClickZ Intelligence in
partnership with Catalyst, a GroupM and WPP
company, is based on a survey of more than 250
North America-based business-to-consumer (B2C)
marketers (across all sectors), and numerous in-
depth interviews with those who are actively using
Amazon as a marketing and sales platform for their
own brands or on behalf of their clients.
The report is aimed at all B2C-focused companies
marketing and selling to consumers across a range
of sectors, but is particularly relevant for those
working in the consumer-packaged goods (CPG1)
arena. In conjunction with our survey of marketers,
we also carried out an online survey of 1,600
U.S. consumers, looking at usage of Amazon and
comparing research and buying behavior for eight
categories of retail goods. The marketer survey was
conducted in July 2017, while the consumer survey
was carried out in August 2017.Evolution of the customer journey drives CPG reorganization8
The continued disruption of retail, and fusing of digital and ofine 11
Infuence of ecommerce grows across range of categories 14
The rise of Amazon as a media and marketing player18
Use of Amazon Marketing Services21
How companies are budgeting for Amazon 24
Ownership of Amazon strategy and programs 28
Seizing the Alexa opportunity 33
12 key recommendations for optimizing your Amazon
strategy and programs 36
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A
mazon’s star is in the ascendancy, with
business and mainstream media fxated
on everything from its share price and
acquisitions to its rapidly expanding portfolio
of services and mind-boggling array of patents.
This report is focused squarely on its media and
marketing services, a relatively small but fast-
growing part of its business.
We look specifcally at the opportunity for brands
to harness its increasingly infuential digital
properties and devices to improve their marketing
and sales performance, with a focus on how brands
are organizing themselves and budgeting for this
emerging media channel.
The research shows that marketers recognize
the Amazon opportunity. Almost two-thirds of
advertisers (63%) surveyed by ClickZ are planning
to increase their Amazon advertising budget over
the next 12 months, compared to 54% for Google
and 53% for Facebook.
Our consumer research, which looks at shopping
behavior across eight product categories, confrms
the importance of ecommerce sites in infuencing
buying decisions, and also the heavy extent to
which U.S. consumers are buying products online
and, particularly, through Amazon.
But despite the growing importance of ecommerce
and Amazon, there is still a lack of awareness
among marketers about how Amazon can be used
as part of their marketing programs, something that
this report seeks to address. Almost a third (32%)
of businesses that are not paying to advertise on
Amazon are unaware of the opportunity. Only 17%
of marketers say their companies have a clearly
defned strategy for Amazon Marketing Services,
and only 15% agree that they are using Amazon
Marketing Services to its full potential.
We make the following recommendations which
are explained in more detail at the end of the report.
Executive Summary24681012
Develop an Amazon strategy
Balance your upper and lower-funnel
marketing activities
Structure your internal teams and
agencies to maximize success
Give ownership to marketers and
specialist digital agencies
Be agile and fexible in your approach
Assimilate data, and optimize
measurement and attribution modeling
Mine user-generated content
Train your internal teams
Seek out the best agencies
Focus on “shoppability”
Develop your Alexa Skills and presence
Gear up for AmazonFresh and Amazon
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