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Selling on Amazon

Selling on Amazon.com. Using Print on Demand ( 按需印刷 ) and Amazon Advantage to Reach US Book Buyers By Kurt Beidler 白驹逸.

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Selling on Amazon

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  1. Selling on Amazon.com Using Print on Demand (按需印刷) and Amazon Advantage to Reach US Book Buyers By Kurt Beidler 白驹逸 This report contains non-public information which may be material. Receiving this report subjects you to Amazon’s vendor non-disclosure agreement. Any unauthorized disclosure, dissemination, distribution, copying or the taking of any action in reliance on the information herein is strictly prohibited.

  2. Agenda • Amazon overview • Customer focus • Staying in stock on Amazon.com

  3. A Leading Online Media Retailer • A leading online retailer of books, music and DVDs • $10.7 billion in 2006 sales (66% of sales in media) • More than 69 million active customer accounts worldwide • Web sites in US, UK, Germany, France, Japan, Canada, and China

  4. Over Ten Years of Learning

  5. More than $7 billion of Amazon.com’s 2006 revenue came from the sale of Media Products

  6. Foreign language books 外文书

  7. Chinese Books 中文书

  8. Diverse Base of 69M Customers

  9. Agenda • Amazon overview • Customer focus • Staying in stock on Amazon.com

  10. What do Amazon customers care about? Convenience & Discovery Availability Price Selection

  11. Prices

  12. Selection • Millions of items for sale • Hundreds of categories • More than 40 ‘stores’ • From best sellers to obscure hard-to-find titles • Unique Chinese and other international titles

  13. Availability • Even for low-velocity titles, sales of books at 24 hrs > 5 days > 2-3 weeks > OOP

  14. Convenience and Discovery • Search Inside the Book • Fast Track • 1-Click ordering ™ • Sales Rank • Customer reviews

  15. Agenda • Amazon overview • Customer focus • Staying in stock on Amazon.com

  16. Maintaining In-stock Availability in the Long Tail’s “World of Abundance”* • Amazon Inventory • Amazon Advantage • Special Order Volume of sales 畅销书 长销书（长尾） Breadth of selection * Chris Anderson, “The Long Tail,” Wired Magazine, October 2004

  17. Consignment program 10’s of thousands of Vendors, 100’s of thousands of titles Advantage is a direct relationship with Amazon.com Online Account Management tools Add any new titles to Amazon.com Ship inventory to Amazon warehouse Prompt monthly payments What is Amazon Advantage?

  18. Challenges for International Publishers • Poor availability message when out of stock • Shipping lead time • Shipping cost • Logistics and storage overhead • Cash in inventory

  19. What is print-on-demand? • Fast single copy fulfillment, all to order • High quality printing and binding • Reliable 24-hour delivery • 100% in-stock, all the time • Invisible to customers • No shipping or logistics cost • No inventory risk

  20. POD Expands the Long Tail and Enables Publishers to Stay 100% In Stock • Amazon Inventory • Amazon Advantage • Special Order • BookSurge POD按需印刷 Volume of sales 畅销书 长销书（长尾） Breadth of selection Expand your sales along the tail

  21. What you need to get started • Digital book files (PDF cover and interior) • OR physical book to scan • Book metadata 图书信息 • The rights to sell in the US market

  22. Amazon Advantage and BookSurge POD Work Together • Initial offset run based on predicted demand • Amazon inventory with fail-over to BookSurge POD • Sales spike drove sales beyond expectations • Amazon inventory quickly depleted but orders filled with BookSurge POD books • Not one sale is lost • Amazon sales rank soared to top 50!

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