{"id":414,"date":"2021-03-09T08:00:30","date_gmt":"2021-03-09T13:00:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/03\/09\/amazons-goal-isnt-to-be-the-worlds-biggest-store\/"},"modified":"2021-03-09T08:00:30","modified_gmt":"2021-03-09T13:00:30","slug":"amazons-goal-isnt-to-be-the-worlds-biggest-store","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/amazons-goal-isnt-to-be-the-worlds-biggest-store\/414\/","title":{"rendered":"Amazon\u2019s Goal Isn\u2019t to be the World\u2019s Biggest Store"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Rob McGovern, CEO and Founder of PreciseTarget. Also founder of Careerbuilder.com<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The parochial view of Amazon is they\u2019re a high-volume store that struggles with thin profit margins. Water cooler stock experts marvel at its high stock price and crow about its measly profits. \u00a0Here\u2019s some free advice: don\u2019t listen to the arm-chair experts. There\u2019s a reason Amazon is the world\u2019s most valuable company and it has nothing to do with the margins it makes on products sold on its website. In fact, losing money on products sold is fine with their CFO.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For the purpose of clarity, let\u2019s ignore Amazon\u2019s web business, aka AWS, Wholefoods, Twitch, and its other non-retail businesses. Let\u2019s focus on the Amazon.com business model, its true strategic goals, and what it means for American retailers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You might be surprised to learn that in the Amazon business model the jeans, shoes, other products on its site aren\u2019t \u2018products\u2019 in the conventional sense. The owner of your local hardware store evaluates products for his inventory based on the potential margins he can drive. Can I make money selling this hammer? At Amazon, they\u2019d evaluate the hammer using different criteria. Will it drive clicks? Further, Amazon might be wondering if selling it at a loss will drive even more clicks. If this conversation is confusing you it\u2019ll all become clear in a few paragraphs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ve probably heard the expression \u2018click-bait\u2019 to describe salacious or intriguing content. \u00a0Whether the headline is <em>Kim Kardashian\u2019s Bikini Reveal<\/em>\u00a0or the <em>Exclusive Spy Photos of the Next iPhone<\/em>, the media\u2019s aim is to make you click. Why? The news site will have four to five ads on the destination page which will net them 1 or 2 cents of ad revenue. Clicks drive revenue. Now let\u2019s go back to looking at Amazon. How can they drive higher profits by selling that hammer at a loss? When you view that hammer you may notice there are hammers listed on the page with the \u2018sponsored\u2019 notation. What\u2019s this? It\u2019s Amazon\u2019s profit driver.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Amazon\u2019s fastest-growing business is referred to as \u2018media sales\u2019, and according to emarketer, 85% of this revenue is generated by sponsored listings. If you\u2019re following the logic, Amazon is fine with a page filled with money-losing hammer products, because it\u2019s going to make up the profits by selling higher-margin sponsored listings. This media business is now over $20 Billion per year of nearly pure profit to Amazon. Which hammers should they carry? Easy, the hammers that will serve as the best clickbait. Amazon lists Stanley and Craftsman hammers that get picked up by Google\u2019s SEO algorithm, and when people land on the Amazon hammer page the profit cash register rings.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What else can you do with this array of bargain-priced products? A smart business student would say \u201cpull a Costco.\u201d Translation: sell subscriptions. Costco, another price leader, drove $3.66 Billion in profits in 2019. Here\u2019s the secret, 91% of their profits were driven by membership fees. Costco is a break-even store racking up profits selling memberships. What about Amazon? Amazon has approximately 126 Million US members in its Prime program, generating nearly $15 Billion in juicy profits. Making money on merchandise is so yesterday.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What does all this mean for American retailers? Most retailers, including the behemoths like Walmart, Target, and Macy\u2019s don\u2019t have a critical mass of visitor traffic to play in the media game. \u00a0We advise our retail clients that the answer is a different digital strategy. We recommend three areas of focus:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>Re-think Personalization: The goal should be to improve customer experiences not simply recommending products. If you haven&rsquo;t tried the Sephora app, it&rsquo;s the ultimate in personalized shopping. Customers can try-on Sephora products virtually using their app. Similarly, Netflix and Spotify survived the movie and music apocalypses using advanced data science to create personalized experiences.<\/li>\n \t<li>Smarter Assortment Planning: The old saying in retail is the money is made on the buying, not the selling. Assorting the right products has become increasingly challenging in the higher velocity retail world. A &ldquo;season&rdquo; is now 4 weeks and it has become imperative to bolster your assortment planning with advanced data science.<\/li>\n \t<li>Staff up for tomorrow&rsquo;s data-centric retail world. The next generation of retail companies will have more data scientists than merchandisers. We believe data science aptitude will be a predictor of who succeeds in the next phase of retail.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">BTW, if you need helping smacking down your office water cooler stock expert, Amazon generated $66 Billion in free cash flow last year, which is almost 2X higher than Google\u2019s.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Reference:<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.emarketer.com\/content\/amazon-advertisers-still-focus-spending-on-sponsored-products\">https:\/\/www.emarketer.com\/content\/amazon-advertisers-still-focus-spending-on-sponsored-products<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.nasdaq.com\/articles\/alphabets-surging-free-cash-flow-growth-will-push-its-value-higher-2020-08-05\">https:\/\/www.nasdaq.com\/articles\/alphabets-surging-free-cash-flow-growth-will-push-its-value-higher-2020-08-05<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/ir.aboutamazon.com\/news-release\/news-release-details\/2021\/Amazon.com-Announces-Fourth-Quarter-Results\/\">https:\/\/ir.aboutamazon.com\/news-release\/news-release-details\/2021\/Amazon.com-Announces-Fourth-Quarter-Results\/<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.investopedia.com\/stock-analysis\/040915\/3-reasons-costco-great-company-cost.aspx\">https:\/\/www.investopedia.com\/stock-analysis\/040915\/3-reasons-costco-great-company-cost.aspx<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.digitalcommerce360.com\/article\/amazon-prime-membership\/<\/p><p><\/p>&#8220;><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The parochial view of Amazon is they\u2019re a high-volume store that struggles with thin profit margins. Water cooler stock experts marvel at its high stock price and crow about its measly profits. \u00a0Here\u2019s some free advice: don\u2019t listen to the arm-chair experts.<\/p>\n","protected":false},"author":7,"featured_media":415,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon\u2019s Goal Isn\u2019t to be the World\u2019s Biggest Store | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/amazons-goal-isnt-to-be-the-worlds-biggest-store\/414\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon\u2019s Goal Isn\u2019t to be the World\u2019s Biggest Store\" \/>\n<meta property=\"og:description\" content=\"The parochial view of Amazon is they\u2019re a high-volume store that struggles with thin profit margins. 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