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 Sr. Creative Director, Content & Strategy, owning messaging, creative, UX design, and marketing. The USGS org’s goal was to enable brands selling with Amazon in the U.S. to expand to and thrive within global markets, from the EU to LATAM to MENA, JP, and beyond. However, this was a difficult, month(s)-long process that often scared off prospective brands, or stopped them halfway through the process.
First, I ran a quant/qual audit of the USGS org’s communications and educational material available to Seller Partners across three main channels: (1) Seller Central, the internal tool for all Amazon Seller Partners (SPs), where Sellers manage their products, accounts, sales, revenues, and more, across global markets. (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This audit led to the discovery of conflicting, redundant, out-of-date, and unclear messaging on how Amazon SPs can launch, grow, and expand to new markets. To resolve this, I wrote an overall content strategy and roadmap aimed at focusing first on the US-to-EU expansion narrative — the EU is the biggest market outside the U.S., and provides SPs a strong incentive and well-paved path for initial global expansion and 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 (down from 78). I ran analysis on the process using AI tools to help cull the steps as much as possible, while still accomplishing each legally required step.
Once aligned, I redesigned and relaunched Seller Central around the revised 54-step plan, complete with a series of new landing pages to gather data on SPs and their bottlenecks in the global expansion process.
This was supported by a lifecycle email marketing plan, social media marketing, and other O&O marketing aimed at US-based SPs ready to take the next steps — and expand with Amazon to the EU. In just five months, the program helped increase the number of SPs to complete the process by 11%.
