Amazon retail for advertisers exam answers

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Which of the following is not a benefit of retail insights?

• Understanding the impact of advertising across awareness, consideration, and sales metrics.
• Understanding trends of key business levers, such as price and its impact on sales performance over time.
• Understanding the delta between non-campaign performance and campaign performance.
• Understanding shopping activity for your products before, during, and after your campaign to help identify the correlation to advertising.

Which of the following is not a benefit of ARA Premium?

• Detailing the percentage of purchases that are made as repeats versus first time customers.
• Enabling advertisers to see what other ASINs are commonly viewed alongside a specific product.
• Comparing metrics before, during, and after a campaign against an indexed baseline of performance.
• Providing visibility into the most commonly used shopping queries across Amazon.

Theo, an Amazon seller, is adding a product to his inventory list in Seller Central. He knows his product is eligible to sell because he has seen that product on Amazon in the past. Is Theo correct?

• Yes, it is safe for Theo to assume the product is permitted.
• Not necessarily. Theo should not assume that a product is permitted just because it once was.

Allido, Inc. sells products on Amazon that they store in their own warehouse. Amazon carriers collect the products from Allido’s warehouse in order to ship them to customers. Which shipping method is this describing?

• Fulfilled by Amazon
• Seller fulfilled Prime
• Merchant fulfilled network

Which best describes Merchant fulfilled network?

• Amazon carriers collect products from the seller warehouse and ship the products to the customer.
• Amazon takes care of the logistics for the seller directly from an Amazon fulfillment center.
• Seller takes care of the logistics and ships the product to the customer.

Fabian is checking his client’s product detail page for retail readiness. Which of the following issues should he flag as needing improvement to be considered retail ready?

• There are 5 items left in stock
• Product is rated 4 out of 5 stars.
• There are 15 customer reviews.
• Enhanced content includes a video.

• There is a reporting error.
• Shunsuke’s brand’s presence had grown on Amazon as a result of the campaign from months prior.
• Another advertiser must be promoting Shunsuke’s brand.
• Campaigns in the same category are driving awareness of Shunsuke’s brand.

Retail insights can look back to compare insights from — in the past.

• 12 months
• 14 days
• 13 months
• 6 months

Meg is an advertiser at a consumer electronics company. She has run advertising campaigns on Amazon in the past, and after mixed results, wants to reconsider her approach. What should she first do before crafting an advertising strategy?

• Use timing insights to understand the time of day her audience is purchasing on Amazon.
• Use Sponsored Products to reach existing in-market demand for her brand’s products.
• Use overlap reports to understand the shared attributes of her audiences and other similar audiences on Amazon.
• Use retail insights to understand baseline traffic and performance of her brand on Amazon.

Raphael is an advertiser at a regional apparel retailer. A strategic initiative is to expand their brick-and-mortar presence to new locations next year. Which part of ARA Premium would be most useful for him to review?

• Geographic sales metrics
• Market basket analysis
• Retail insights
• Traffic diagnostics

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Which best defines a parent ASIN?

• An ASIN under which all products within a category are grouped.
• An ASIN under which all of a seller/vendor’s ASINs are grouped.
• An ASIN under which multiple variations of the product are grouped.
• The first ASIN created in a category.

Jeremy needs to confirm whether his client, a seller named Comps Now, is presenting the Featured Offer for a specific product. Where should Jeremy look?

• Amazon homepage
• Product detail page
• Store
• Seller landing page

Noelle is an advertiser at a hair care brand, and is looking to drive more sales of her brand’s shampoo line. She wants to better understand the cadence for replenishment of her shampoo so that she can better create advertising to reengage shoppers when they may be looking to buy again. What should Noelle look at in ARA Premium?

• Item comparison
• Market basket analysis
• Repeat purchase
• Traffic diagnostics

Which of the following is included on a product detail page?

• Images
• Order history
• Stores
• Featured Offer

What factors should be considered by a seller when selecting a selling plan in Seller Central?

• If they have budget for a monthly subscription fee.
• How many items they will sell each month.
• How many categories they plan to list products in.
• Whether they want to pay selling fees.

• Virtual bundle
• Parent ASIN
• Variations
• ASIN bundle

Kendrick prefers to manage storage, logistics, and shipping for products he sells on Amazon. Which shipping method is he using?

• Merchant fulfilled network
• Fulfilled by Amazon
• Seller fulfilled Prime

True or false? Advertising agency employees can create Seller Central accounts on behalf of their clients.

Pratiksha is an advertiser that recently received budget approval to run a campaign on Amazon. Before investing, Pratiksha wants to understand the current drivers of performance to determine where there is the greatest opportunity. Which part of ARA Premium would be most useful for her to review?

• Geographic sales metrics
• Traffic diagnostics
• Retail insights
• Sales diagnostics

Nina is setting up an advertising campaign for her vendor client. What access and permission will she need to manage their product detail pages?

• Seller Central, Inventory
• Seller Central, Contributor
• Vendor Central, Contributor
• Seller Central, Advertising

Aquloo needs to add more products to their catalog in Seller Central. Which component in the navigation bar will they access?

• Reports
• Orders
• Advertising
• Inventory

What is the guiding principle behind all Amazon retail programs?

• Start with the advertiser and work backwards.
• Start with the product and work backwards.
• Start with the customer and work backwards.
• Start with the company and work backwards.

Grant owns the brand behind the products he sells on Amazon. Is Grant a vendor or seller?

• Not enough information
• Seller
• Vendor

What section of Vendor Central allows users to access Amazon Vine?

• Quick links
• Advertising
• Payments
• Merchandising

Which type of selling partner must be invited to sell on Amazon?

• Vendor
• Not enough information
• Seller

Which of the following is true regarding product variations?

• Reviews and product questions are separated out by each variation.
• Images for product variations are unnecessary.
• Including variations for a product may increase traffic and conversion rates.
• Product reviews for each variation are brought into one product detail page.

True or false? Once a vendor sells their products to Amazon, they no longer need to access Vendor Central.

What is the name of the portal that Amazon sellers use to create listings, manage orders, and correspond with buyers?

• Seller Central
• Vendor Central
• Advertising console
• Seller Console

Alecia is selling her products on Amazon, using her own resources to fulfill orders. Which of the following best describes Alecia?

• A vendor leveraging Amazon retail
• A seller leveraging Fulfillment by Amazon
• A vendor leveraging Fulfillment by Amazon
• A seller leveraging Merchant Fulfilled Network

Kya is editing the customizable section of her product detail page to include charts, video, and narrative comments. What is this section referred to as?

• Enhanced customized content
• A+enhanced marketing content/Enhanced brand content
• Manufacturer content
• Product description

What is the primary difference between Fulfillment by Amazon (FBA) and Merchant Fulfilled Network (MFN)?

• Using FBA, the seller sends inventory to Amazon fulfillment centers, where its packed and shipped to customers.
• Using FBA, the seller is in complete control of the handling and shipping process.
• Using MFN, inventory is stored at Amazon facilities.
• Using MFN, the seller leverages Amazon facilities, expertise, and customer service.

Which of the following is NOT included in the retail readiness checklist?

• Description
• Delivery method
• Inventory
• Customer reviews

Which of the following examples best articulates the use of an alternative purchase report?

• A bedding company used the alternative purchase report to see the effectiveness of their localized ad campaign.
• A computer hardware manufacturer used the alternative purchase report to learn that shoppers would often buy their main keyboard product, but would not as frequently purchase the complementary mouse product.
• A home manufacturer used the alternative purchase report to learn shoppers preferred higher end refurbished models, which this brand did not sell.
• An importer of teas uses the alternative purchase report to learn that loyal shoppers purchased their green tea roughly every two months.

John is proposing an advertising campaign that leverages multiple Amazon retail programs. Which of the following are programs he may choose to include?

• Amazon Music
• Amazon Business
• Prime Video
• Prime Now

In Vendor Central, where should a user navigate to in order to access the advertising console?

• Payments
• Advertising
• Reports
• Merchandising

Match the retail program with its description.

1. Amazon Business
2. Amazon retail site
3. Prime Now

• offers two-hour delivery from a local courier (3)
• Amazon’s primary shopping site (2)
• provides business-only selection and free two-day shipping (1)

Which of the following allows vendors to run sponsored ads that appear on Amazon product detail pages and within shopping results?

• A+ enhanced marketing content
• Merchandising
• Advertising

Moriah is a Seller Central user utilizing Amazon’s fulfillment centers to pack and ship their products to customers. Which best describes Moriah?

• Amazon seller using Merchant Fulfilled Network
• Amazon vendor following a retail model
• Amazon seller using Fulfillment by Amazon

Where in Vendor Central can a user find recommendations to improve their business and increase sales?

• Business advisor
• Merchandising
• Reporting bar
• News

• Inventory
• Reports
• Advertising
• Store

Which of the following best describes conversion share?

• Percentage of all conversions an ASIN received relative to a particular shopping query.
• Percentage of all clicks that an ASIN received relative to a particular shopping query.
• The share of conversion an advertiser receives from one ASIN relative to views of the product detail page.
• The share of conversions an advertiser receives from one ASIN relative to another of their own ASINs.

Darnell wants to ensure his client, a Vendor Central user, is presenting the Featured Offer (“Buy Box”) for a particular product. What suggestion(s) should he provide?

• Update keywords to improve discoverability,
• Leverage bulk buys to improve operational efficiency.
• Create variations for the product.
• Accept recommendations offered through the business advisor tool.

What should a Vendor Central user update to enable customers to discover their products using the search bar?

• Bullet point
• Product title
• ASIN
• Keyword

What is the minimum star rating a product should have to be considered retail ready?

• 3 stars
• 4 stars
• 3.5 stars
• 4.5 stars

True or false? The product detail page should NOT include “what’s in the box” shots as it may lead to confusion for shoppers.

Examine the product detail page below. Which of the following elements is not retail ready?

• Title
• Reviews
• Images
• Rating

True or false? A minimum of 4 product images is suggested for a product to be retail ready.

• Advertising console
• Amazon Retail Analytics (ARA Basics)
• Business advisor
• A+ Content Manager

Canent Global is interested in selling products on Amazon. What is the first thing they should confirm?

• Which selling plan they should use.
• Whether they will leverage Fulfillment by Amazon.
• Whether their products are eligible to be sold on Amazon.
• Which advertising strategy they will follow.

True or false? The metrics in retail insights are ad attributed.

Zoope, an Amazon seller, launched a new product last week that has 7 reviews. What is the suggested method for them to improve the retail readiness for this product?

• Leverage the Early Reviewer Program to help increase the number of reviews.
• Wait until the product receives more reviews.
• Change shipping methods to increase positive reviews.
• Decrease the price to increase the number of sales, increasing reviews.

• Retail insights
• Geographic sales metrics
• Traffic diagnostics
• Market basket analysis

What does it mean for a product to be considered retail ready?

• The product is sold by Amazon.
• The product has been sold at least once.
• The product is available in more than one country.
• The product detail page includes all the necessary information for a customer to make a purchase.

Electronick is a wholesaler that works directly with an Amazon representative. EverRight owns their brand and inventory. What is EverRight’s role in this scenario?

• Seller
• Not enough information
• Vendor

True or false? Only businesses can shop on Amazon Business.

How many ASINs can you review in a peer set with ARA Premium?

Which of the following action(s) can a Vendor Central user take to manage products?

• Manage images
• Ship products
• Update availability
• Create variations

Which of the following is NOT an Amazon retail program?

• Prime Now
• Amazon Garage
• Amazon Business
• Amazon retail site/app

What is Amazon’s version of a SKU (stock keeping unit) that is used to identify unique products on Amazon?

Bianka sees that her client has not been selected to present the Featured Offer (“Buy Box”) on their product. What suggestion(s) should she give to her client?

• Increase the price of the product
• Ensure pricing is affordable
• Ensure the product is in stock
• Stop selling the product

Athletica Shoes sells their inventory directly to Amazon, whereas Shoez owns their inventory and uses Amazon to list products for sale. Which company is an Amazon vendor?

• Not enough information
• Athletica Shoes
• Shoez

What is the minimum number of customer reviews a product should have to be considered retail ready?

• 18 reviews
• 15 reviews
• 10 reviews
• 25 reviews

How could a Seller Central user benefit from the information found under the Performance section of the navigation bar?

• Sellers can view reports such as payments and tax reports.
• Sellers can see how their advertising campaigns are performing.
• Sellers can view their ratings based on inputs such as customer feedback and claims.

East Appliances has chosen to leverage Fulfilled by Amazon for shipping. Which statement best explains their choice?

• East Appliances prefers to have Amazon store their products and manage shipping logistics direct from a fulfillment center.
• East Appliances wants their products be visible to shoppers when they select the Prime filter during their search process.
• East Appliances stores products in their own warehouse, but they do not want to manage shipping logistics.
• East Appliances stores products in their own warehouse and prefers to control how the product is packaged and shipped.

True or false? Vendors will use Fulfillment by Amazon (FBA) or Merchant Fulfilled Network (MFN) to ship products to customers.

True or false? A selling partner must be invited to become a Vendor Central user.

• Conversion rate
• Earned media impressions
• Search impressions
• Glance views

ARA Premium can report on which geographic sales data?

• Zip Code
• Time Zone
• Province
• State

Chantell, a seller on Amazon, wants her products to be visible when shoppers select the Prime filter during their search process. Which shipping option should she use?

• Merchant fulfilled network
• Fulfilled by Amazon
• Seller fulfilled Prime

GamezCo is presenting the Featured Offer (“Buy Box”) on a gaming console they sell. Which of the following is true?

• GamezCo paid a fee to present the Featured Offer (“Buy Box”).
• GamezCo is the only seller for this product.
• GamezCo receives credit for sales.
• When a customer clicks “Buy Now,” they will be purchasing from GamezCo.

What section of Vendor Central allows users to manage A+ Content?

• Settings
• Items
• Merchandising
• Advertising

Which of the following is an optimal main image?

Koepp has noticed a number of negative reviews and low ratings for one of their products. It turns out that some customers feel that the product isn’t functioning as expected after 6+months of use. What would be the best approach for Koepp to improve the product’s retail readiness?

• Koepp can improve the product images and description to more accurately reflect the product.
• Koepp can act on the feedback by making product improvements that address the issue.
• Koepp can help boost the number of reviews using the Amazon Vine program.
• Koepp can add variations of the product.

True or false? Optimizing the enhanced content section can improve organic SEO.

• The campaign will continue to run.
• The campaign will end.
• The campaign will pause until inventory is replenished.
• Lamar will be notified, but the campaign will continue to run.

How many ASINs can you review in a peer set with Amazon Brand Analytics?

Noelle is an advertiser at a hair care brand, and is looking to drive more sales of her brand’s shampoo line. She wants to better understand the cadence for replenishment of her shampoo so that she can better create advertising to reengage shoppers when they may be looking to buy again. What should Noelle look at in Amazon Brand Analytics?

• Repeat purchase
• Item comparison
• Market basket analysis
• Traffic diagnostics

Raphael is an advertiser at a regional apparel retailer. A strategic initiative is to expand their brick-and-mortar presence to new locations next year. Which part of Amazon Brand Analytics would be most useful for him to review?

• Traffic diagnostics
• Geographic sales metrics
• Retail insights
• Market basket analysis

True or false? Enhanced content is a customizable section that selling partners can use to create positive customer experiences that empower shoppers with enough information to make an informed buying decision.

• Market basket analysis
• Retail insights
• Traffic diagnostics
• Geographic sales metrics

Pratiksha is an advertiser that recently received budget approval to run a campaign on Amazon. Before investing, Pratiksha wants to understand the current drivers of performance to determine where there is the greatest opportunity. Which part of Amazon Brand Analytics would be most useful for her to review?

• Geographic sales metrics
• Traffic diagnostics
• Sales diagnostics
• Retail insights

Which of the following is not a benefit of Amazon Brand Analytics?

• Comparing metrics before, during, and after a campaign against an indexed baseline of performance.
• Detailing the percentage of purchases that are made as repeats versus first time customers.
• Enabling advertisers to see what other ASINs are commonly viewed alongside a specific product.
• Providing visibility into the most commonly used shopping queries across Amazon.

Amazon Brand Analytics can report on which geographic sales data?

• State
• Zip Code
• Time Zone
• Province

• A+ Content Manager
• Advertising console
• Amazon Brand Analytics
• Business advisor