Strategic Account Services
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Amazon
Production Management
Defining the value proposition for Amazon’s Strategic Account Services
Strategic Account Services (SAS) is Amazon’s consultancy programme for its largest sellers, EU-wide. It was launched in 2021 on an invite-only basis, but as the programme grew, it was evident that an in-depth strategic analysis on its brand positioning and communication strategy was needed.
As a Marketplace Consultant within the SAS team, I was approached by leadership to undergo a marketing secondment and lead the first rebrand for our programme as well as help define the strategic roadmap from a marketing perspective, for it to grow and evolve as seller needs evolved.
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I carried out an internal global audit of our different seller programmes and a competitive analysis to see what others were doing. I worked with our partner agency (Many Makers) to propose a new look and feel. I redesigned all our marketing material, re-wrote our landing page to include an active tone of voice to be persuasive and actionable, and included for the first time video testimonials and seller images.
In 3 months, the new SAS website launched across 5 locales (UK, DE, IT, FR, ES). The second seller programme (Essentials) was marketed for the first time and the landing page focused on user benefits, communicating a clear value proposition, building trust and brand presence. Our lead generation efforts grew by +300%, reaching more than 1000 sellers by EoY.
