{"id":26197,"date":"2023-03-21T06:17:56","date_gmt":"2023-03-21T14:17:56","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26197"},"modified":"2024-06-06T09:47:12","modified_gmt":"2024-06-06T17:47:12","slug":"data-profitability-and-the-year-of-the-amazon-saas-aggregator-our-takeaways-from-the-prosper-show-2023","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-seller\/data-profitability-and-the-year-of-the-amazon-saas-aggregator-our-takeaways-from-the-prosper-show-2023\/","title":{"rendered":"Data, Profitability, and the Year of the Amazon SaaS Aggregator? Our Takeaways from the Prosper Show 2023","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The Prosper Show is one of the marquee annual events in the Amazon marketplace ecosystem. This year was no different, though marketing budgets were probably a bit down from their 2021 highs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/the-storyline-we-are-following-at-prosper-show-2023\/\">we noted ahead of the show<\/a>, in recent years, there\u2019s always been one overarching takeaway:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>2021: the year of the Amazon Aggregator \u2013 <\/strong>This was the coming out party for aggregators flush with venture cash. Thrasio had a massive booth and Acquco memorably passed out shirts that proclaimed \u201cRefer a Seller, get a Tesla.\u201d&nbsp;<\/li>\n\n\n\n<li><strong>2022: Supply Chain Chaos \u2013<\/strong> Coming off the worst of the global shipping delays, 2022 focused heavily on optimizing supply chains and cutting down on product returns.<\/li>\n\n\n\n<li><strong>2023: Profitability? \u2013 <\/strong>Ahead of the show, we speculated that with market uncertainty and consumer demand softening \u2013 leaving many brands with excess inventory \u2013 this would be the year of profitability.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Update: Want to see our 2024 takeaways from Prosper? We wrote about them <a href=\"https:\/\/www.intentwise.com\/events\/prosper-show-2024\">here<\/a>.) <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We were right about profitability, but there were so many other interesting trends worth exploring. Here are some of the highlights\u2014and what we think they mean for sellers, agencies, and aggregators:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-everyone-is-talking-about-ai-amp-data\">1. Everyone is talking about AI &amp; data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Whether they were touting the next best ChatGPT prompts (Chad Rubin has a <a href=\"https:\/\/www.linkedin.com\/posts\/itschadrubin_amazon-amazonfba-chatgpt-activity-7033824124007284736-4q_s?utm_source=share&amp;utm_medium=member_desktop\">great post<\/a> about some of these) or talking about key data strategies (hint: we were), the heart of a lot of software hype this year was centered around data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Though ChatGPT is a powerful AI tool that\u2019s been trained on a MASSIVE dataset, this data is the same for every user. Everyone who gives the same prompt should get the same result.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ChatGPT only becomes differentiated when you train it on differentiated data. So, for example, if you give it a curated dataset of thousands of \u2018best seller\u2019 listings and then ask it to optimize your listing based on your target keywords v. just giving it the target keywords, you\u2019ll get a better output because you essentially taught it what good looked like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">OpenAI\u2019s models are massive by nature, but if you want a niche response, you need to focus it on a niche topic. And you need the data inputs to do that. And this is true for any AI model you use. Good, relevant data inputs = good outputs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-you-can-t-have-an-ai-strategy-without-a-data-strategy\">2. You can\u2019t have an AI strategy without a data strategy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This AI hype dovetails into the larger need for a robust data strategy. On the conference floor, this was a constant topic of conversation across booths. It was also the topic for our own conference presentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In his session, <em>Unlocking Value From a Treasure of Information Amazon Shares with a Sound Data Strategy<\/em>, our CEO and Founder, Sreenath Reddy, highlighted all the various data that brands, agencies, and aggregators need to ingest from Amazon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The data sources themselves are evolving, however, making it difficult for brands to keep up. Here are a few of the relatively new and exciting data sources available:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Amazon Marketing Stream<\/li>\n\n\n\n<li>Amazon Attribution<\/li>\n\n\n\n<li><a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Amazon Marketing Cloud<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These evolving data sources present several challenges.<\/p>\n\n\n\n<figure><img decoding=\"async\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/03\/prosper-wrap-up-2.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 867px; --smush-placeholder-aspect-ratio: 867\/483;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Sreenath\u2019s thesis is that competing effectively on Amazon requires the ability to <strong>collect, organize and leverage<\/strong> these disparate datasets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stay tuned for our refreshed <a href=\"https:\/\/www.intentwise.com\/white-paper\/analytics-cloud\/data-strategy\">Data Strategy White Paper<\/a>, where you can learn more about how to build your own data strategy!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Profitability is King<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As we predicted, this year\u2019s Prosper Show really highlighted a renewed focus on profitability. Consumer demand has pulled back. In a rush to overcome the supply chain challenges of 2021, many brands are now sitting on too much inventory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even if you\u2019re in a healthy inventory position, if a competitor is not, they might discount to move volume, which could create a race to the bottom at precisely the wrong time. Here\u2019s some content trends we heard at the show relevant in the context of profitability:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brands need to be leveraging AI. <\/strong>Like we talked about above,<strong> <\/strong>ChatGPT can reduce manual work and headcount costs associated with optimizing your listing, but these same tools also allow non-native speakers to write more compelling listings. This could lead to margin erosion for brands competing with overseas manufacturers that can produce and list their products in-house.<\/li>\n\n\n\n<li><strong>Premium brands can win in price sensitive categories,<\/strong> <strong>but only if they leverage the right data<\/strong>. The team over at Momentum Commerce had a great presentation highlighting how to calculate relative, competition-aware Amazon metrics such as share of voice for each product in a catalog. However, they need to balance that with developing a holistic strategy for growing brand affinity and sales volume in the face of lower-priced competition.<\/li>\n\n\n\n<li><strong>Brand-building is more important than ever. <\/strong>JungleScout highlighted how over 50% of brands are private label today, and that number has been growing for years. By building a brand, you\u2019re more than just selling products, you\u2019re selling an experience, one that\u2019s less price sensitive and more profitable.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">4. SaaS Aggregators Were Out in Force<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This was an unexpected development at this year\u2019s show.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SaaS aggregators buy and consolidate Software as a Service (SaaS) businesses into a larger software business. The idea is that shared economies of scale, for instance bulk savings on cloud storage costs, allow these businesses to thrive in aggregate. Within the Amazon niche, this also means that the customers of one business are likely prime targets for other SaaS businesses within the aggregator, leading to cross-and-upselling opportunities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These companies had some of the largest booths, sponsored some of the largest parties, and had the biggest teams at the show.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re interested to see how the space develops!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Walmart Making Gains with Sellers?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The final interesting development this year was to see how Amazon and Walmart\u2019s battle for marketplace sellers is evolving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like the SaaS Aggregators, Walmart Connect had one of the largest booths at the show, and it hosted several dinners and afterparties aimed at attracting sellers to its marketplace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Walmart\u2019s marketplace is certainly growing in assortment, and with lower CPCs and less competition, it could be increasingly attractive for brands that are looking to optimize for profitability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-03-09\/walmart-chips-away-at-amazon-s-lead-in-wealthy-online-shoppers\">As Bloomberg reported<\/a> two weeks ago, Walmart+ members are also increasingly wealthy. 13% of households that earned $150k+ were members a year ago. Today that number is 28%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What makes Walmart so attractive for brands today is in how Walmart Connect is stitching together insights from Walmart\u2019s massive physical retail footprint with digital channels. More data, better data, and connective data.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>The Prosper Show is one of the marquee annual events in the Amazon marketplace ecosystem. This year was no different, though marketing budgets were probably a bit down from their 2021 highs. Like we noted ahead of the show, in recent years, there\u2019s always been one overarching takeaway: (Update: Want to see our 2024 takeaways [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":26214,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[43],"tags":[26,96,113],"class_list":["post-26197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-seller","tag-artificial-intelligence","tag-mobile","tag-prosper-show"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How brands can harness AI: Takeaways from Prosper Show 2023<\/title>\n<meta name=\"description\" content=\"At Prosper Show 2023, Walmart was out in full force, and sellers were sharing ways that AI can help them cut costs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-seller\/data-profitability-and-the-year-of-the-amazon-saas-aggregator-our-takeaways-from-the-prosper-show-2023\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data, Profitability, and the Year of the Amazon SaaS Aggregator? Our Takeaways from the Prosper Show 2023\" \/>\n<meta property=\"og:description\" content=\"At Prosper Show 2023, Walmart was out in full force, and sellers were sharing ways that AI can help them cut costs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/amazon-seller\/data-profitability-and-the-year-of-the-amazon-saas-aggregator-our-takeaways-from-the-prosper-show-2023\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-21T14:17:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-06T17:47:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/03\/Prosper-Takeaways.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michael Waters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Waters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-seller\\\/data-profitability-and-the-year-of-the-amazon-saas-aggregator-our-takeaways-from-the-prosper-show-2023\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-seller\\\/data-profitability-and-the-year-of-the-amazon-saas-aggregator-our-takeaways-from-the-prosper-show-2023\\\/\"},\"author\":{\"name\":\"Michael Waters\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/b792a03444bf9fe1673eec5daf7fae99\"},\"headline\":\"Data, Profitability, and the Year of the Amazon SaaS Aggregator? 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