Kevin Lee interviews Chris Moe, CEO and founder of Cartograph, a company focused on optimizing results on Amazon's marketplace. Chris discusses the origins of Cartograph and how it initially occupied a niche in the food and beverage industry before expanding to work with performance-minded brands, including DTC brands like Magic Spoon Cereal and Kettle & Fire. They discuss common mistakes that brands make on Amazon relating to profitability, channel conflicts, and allowing others to undercut their products. The conversation touches on the challenges of staying in stock, especially during peak times like Q4.

Chris highlights the importance of participating in Prime Day to maintain and improve a brand's ranking on Amazon. They also talk about the role of pricing and how it can convey quality on Amazon. Chris explains that while price matters in an efficient marketplace, Amazon's marketplace is not always efficient. Consumers often rely on product content and reviews to determine value, which allows premium-priced products to maintain their pricing.

The interview also touches on promotional strategies, such as discounts and coupons, which can be effective in specific situations. Chris advises against taking a consistently low-price approach, as it can lead to price wars and unsustainable businesses. Instead, they recommend using promotions strategically, like offering deals on Prime Day or bundling related products.

Overall, the interview provides insights into various strategies for success on Amazon, emphasizing the importance of content, pricing, and advertising.

Learn more about your ad choices. Visit megaphone.fm/adchoices