This is a video recording of a presentation from International Search Summit, which took place in Barcelona in 2019. Amazon is the biggest online retailer worldwide. The e-commerce giant takes 54% of all direct shopping traffic which makes it is almost impossible for smaller online businesses to compete. As such Julia Munder, Marketing Director at Maxwell-Scott, and her team have taken the decision to fully embrace all that Amazon has to offer. Today the international leather goods manufacturer has been selected for the Amazon Fashion incubator programme which only 1% of all retailers on Amazon are invited to join. In her presentation, Julia explains how to harness Amazon as a marketing channel, from creating the perfect listings and an appealing Amazon shop, to using the paid platform to maximise global growth. Trained by Amazon, Julia gives us a quick lesson in how to make the most of Amazon PPC, and the importance of well-optimised listings to support paid efforts.