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In this episode, Jordan Seefeldt, Vice President of Strategy at Pirawna, takes us on a deep dive into Amazon marketing strategies, breaking down the platform's complexities and revealing the keys to success for e-commerce brands. The discussion covers Amazon's ranking algorithms, inventory management, paid ad strategies, and why every consumable product brand should be on the platform.

Timestamps:

• 00:00 – Introduction to Amazon as a Sales Channel
• 03:45 – Why Amazon is Misunderstood by D2C Brands
• 08:30 – The Biggest Mistakes Brands Make on Amazon
• 13:20 – ROAS vs. ACOS: Understanding Ad Metrics
• 19:45 – Consumable vs. Non-Consumable Products on Amazon
• 25:10 – Key Price Points That Convert ($14.99 & $24.99 Sweet Spots)
• 30:00 – The Power of Microcredits in Amazon’s Algorithm
• 35:50 – Inventory Management and Organic Ranking
• 41:00 – Profile Optimization: Brand Registry & A+ Content
• 45:30 – Amazon’s Ad Types: Sponsored Products, Brands & Display
• 50:00 – Key Takeaways & Final Thoughts

Key Points:

• Amazon as a Critical Sales Channel: Brands often misunderstand Amazon, thinking it cannibalizes D2C sales, but in reality, it drives strong customer lifetime value.
• Microcredits & Ranking Algorithms: Factors like inventory consistency, engagement time, and product listing enhancements play a crucial role in organic rankings.
• Ad Strategy Deep Dive: Understanding when to use Sponsored Products vs. Sponsored Brands vs. Sponsored Display to maximize returns.
• Avoiding Common Ad Mistakes: Why brands should stop paying for branded search ads and instead focus on acquiring new customers.
• Leveraging Amazon Data Off-Platform: Using Amazon Marketing Cloud to find high-converting customer segments and then running external campaigns in those regions.
• Geo-Targeted Display Ads: How brands can create region-specific creatives to maximize engagement and conversions.

Resources Mentioned:

• LandingCat – An automated SEO and CRO software for e-commerce companies that helps generate thousands of pages based on product keywords. Learn more at LandingCat.com.

Notable Quotes:

• "87% of Amazon shoppers go through their order history to repurchase – this is why being on Amazon is crucial for customer retention."
• "If you're running paid media elsewhere, your Amazon searches will go up – the key is understanding how to capture that demand."
• "Amazon is a casino. The house always wins, but if you know how to play the game, you can still walk away with serious profits."

This episode is a must-listen for e-commerce brands looking to unlock Amazon’s full potential and scale their business profitably. Tune in now!