Helping Amazon’s US-Based Brand Sellers Go Global & Go Big
I joined the Amazon U.S. Global Selling org’s marketing team in November 2022 as Head of Content, which included creative, UX design, and marketing. The USGS org’s goal is to enable brands selling with Amazon in the U.S. to expand to and thrive within global markets, from the UK and EU to LATAM to MENA, JP, and beyond. However, this is a difficult, year(s)-long process, especially for SPs that don’t meet the sales bar for support from Amazon’s account managers. Also, the steps to success are often unclear, scaring off prospective brands interested in expanding, but uncertain of how to accomplish the task.
First, I ran an audit of the communications between the USGS org and Seller Partners, across three main channels: (1) Seller Central, which is the internal tool for all Amazon Seller Partners (SPs), where they manage their products, accounts, sales, revenues, and more, across global markets. We can gather rich data within Seller Central. (2) Seller Dot, a resource aimed at new, first-time SPs looking to launch in the U.S. (3) Seller University, which has various educational resources to help newly-launched brands, businesses, and entrepreneurs learn how to succeed as Amazon selling partners. This audit led to the discovery of conflicting, redundant, out-of-date, and unclear messaging on how Amazon SPs can launch, grow, expand to new markets. Next, I wrote an overall content strategy and roadmap aimed at focusing on the US-to-EU expansion narrative — since EU is the biggest market outside the U.S., and therefore provides SPs a strong incentive and well-paved path for initial global expansion and post-launch success. I then worked with Account Managers, who support top tier brands, and Product Managers of the 11 sections in the expansion process — Registration & Verification, VAT & Invoices, Brand Registry, Compliance, Fulfillment, Post-Launch Advertising & Sales, et al — to align to a master US-to-EU narrative, 54 steps in all. Once aligned, I built a new landing page in Seller Central, where I can gather rich data on SPs and their bottlenecks, and created a traffic and linking program across the org’s tools and educational channels, driving interested SPs to the landing page and measuring their behavior.
Versions of this new master narrative now exist on pages across USGS channels — Seller Central, Sell Dot, Seller University — as we measure how having a clean, clear step-by-step process drives additional conversion and success rates for our SPs. This is supported by a lifecycle email marketing plan, social media marketing, and other upper funnel marketing aimed at US-based SPs ready to take the next steps — and expand with Amazon to the EU.
Next step: Replicate this process for all US global expansion arcs, including US-to-Japan, US-to-MENA, US-to-LATAM, and others.
