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JOHN DENNY teaches Amazon Advertising



For the first time in an online masterclass, Amazon Advertising veteran John Denny reveals the seven Amazon Advertising success hacks that helped him grow Bai from a niche product on the Amazon platform in 2013 to be honored as “Vendor of the Year" by Amazon in 2015. In 2017, Bai was acquired by Dr Pepper Snapple Group for $1.7 billion in one of the largest CPG acquisitions of the year. Take this course to learn the Amazon Advertising strategies behind Bai's success story.  

About the Masterclass

eCommerce is growing rapidly worldwide, and no player is growing faster then Amazon. Analysts project the company accounted for over 50% of all ecommerce sales in 2018, and it's dominating role as the product search engine of choice. Its role in influencing sales across all retail channels online and offline is becoming increasingly important. If you’re selling online, it's a necessity to know how to leverage Amazon marketing strategies, with many shifting budgets from Google and Facebook to focus on the high returns that can be generated with Amazon Ad Programs. 

In addition to being a necessity the brand wars can be won and lost on Amazon with the opportunity for insurgent brands to disrupt incumbent heavyweights for market share.  

In this exclusive, never-before -seen masterclass, John Denny reveals seven success hacks that helped him take Bai Brands from the new kid on the block to Amazon’s Best Selling beverage above Coke and Pepsi. In 2017, Bai was bought by Dr Pepper Snapple for $1.7 billion.  

By the end of this class, you will be able to build a successful strategy for your own brand by following John’s seven growth hacks whether you already use or are thinking of using Amazon Advertising.  

100% Online

Enroll anytime and learn at your own pace 


Approximately 4-6 hours to complete the course 




Basic knowledge of Amazon and advertising 

10 modules

Each module is like an interactive textbook with video lectures, quizzes and reading materials


Connect with other students in your class and get feedback from peers and industry experts 

Lesson plan

01 Introduction

Meet your instructor, John Denny, an experienced Amazon, eCommerce & Digital Marketing Strategist with 25+ years of experience in marketing and communications management. 

02 Understanding Amazon basics

Learn the basics of Amazon's traffic driving programs, merchandise programs, advertising programs, and reporting metrics. These topics are crucial to understand if you want to success hack Amazon advertising. 

03 Build the foundation for success on Amazon

Hack 1 - In this success hack, John explains why it is important to first put in place the building blocks for success on the platform, and why your advertising and promotion efforts won’t be successful unless you do.

04 Amazon Search & DSP

Hack 2 - John explains in the second hack how the Amazon Ad Program works. This modules helps you to identify the role that Amazon Search and DSP plays together for a successful ad campaign. 

05 Organic brand impressions

Hack 3 - here, John explains the meaning of the term “Organic Brand Impressions” and breaks down the role Organic Brand Impressions play for your brand's success on Amazon. 

06 Pulsing strategy

Hack 4 - The focus of this hack is to learn how to leverage the concept of a "pulsing strategy" for a brand’s growth on Amazon.

07 Continuity is key

Hack 5 - by the end of this module, you will be able to understand the fifth hack which focuses on the importance of continuity of an ad campaign on Amazon to succeed.  

08 Auto-replenishment

Hack 6 - In this hack, John teaches how to leverage Auto-Replenishment as a strategy to drive growth for your brand. 

09 Leveraging emerging ad tech

Hack 7 - John continues with his final success where he teaches how to leverage emerging ad tech on an Amazon search campaign.

10 Summary

John wraps up this course with a summary of the 7 success hacks covered in this class and its impact for your own brands growth.

Each success hack is accompanied with video lectures from John along with a collection of must read articles for your brand’s success on Amazon.


Experienced Amazon, eCommerce & Digital Marketing Strategist with 25+ years of experience


VP eCommerce & Digital Marketing - CAVU Venture Partners CAVU is a consumer-focused investment firm founded by operators to partner with operators. At CAVU, John lead the eCommerce & Digital Marketing practice partnering with portfolio companies to build high growth brands that disrupt the CPG marketplace.  


VP eCommerce & Media - Bai Brands Launched in 2009, Bai was acquired by Dr Pepper Snapple Group in 2017 in one of the largest CPG acquisitions of the year. At Bai, John was responsible for building the brand on Amazon over four years from a tiny niche product to the number one beverage brand sold on the platform. In recognition of this rapid growth as well as leading digital strategy innovation, Bai was honored in 2015 as "Vendor of the Year" by Amazon. 


Amazon, Digital Marketing and advertising, Content Marketing, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Paid Search (PPC), Web Analytics, Social Media Marketing, and Vision and Strategic Plan development for organizations 

Frequently Asked Questions

When will I have access to the course?

You’ll have access to all videos, quizzes, and assessments (if applicable) once you enroll to the class. We'll send you a welcome email with the registration details.

Will I get a certificate?

Currently, we don't offer an official certificate of completion for our classes, but we do send course completion emails to students who've completed all learning materials within the masterclass.

What is the refund policy?

You will be eligible for a full refund until one week after your course enrollment. You cannot receive a refund once you've completed the course, even if you complete the course within the one-week refund period.

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