#733 - Go-To-Market Strategy for Amazon Brands

Elizabeth Rivas, an e-commerce expert responsible for millions in online sales, shares her data-driven go-to-market strategies. She emphasizes the importance of using data to tell a story that aligns with business goals, especially for senior leaders who may not fully understand Amazon. Rivas highlights Market Tracker 360 for defining a specific market niche by filtering out noise and identifying key competitors, their pricing, and product maturity. She also discusses leveraging Amazon Marketing Cloud (AMC) and its overlap reports to understand customer demographics, behaviors, and lifestyle segments, which can inform DSP and video creative strategies. For new product launches, Rivas advocates for a 360-degree advertising approach, combining DSP ads with marketplace retargeting.