Playbook For Amazon

https://youtu.be/_8eWUezGPAg

Amazon’s Creator Connections program gives brands a built-in way to work with creators and drive product visibility through shoppable content. Instead of handling influencer tracking and payment manually, Amazon manages attribution and payouts, making this a more streamlined way to expand reach and generate sales.

Creator Connections is Amazon’s influencer partnership program that allows sellers to offer commissions on specific ASINs in exchange for creator-driven promotions. These promotions can appear in a variety of formats, including:

Because the program is performance-based, sellers only pay when a creator actually drives a sale.

Creator Connections can be a valuable way to increase visibility and drive conversions without taking on the same upfront risk as traditional influencer campaigns. 

Key benefits include:

This makes it an appealing option for brands looking to grow through creator-led content while staying mindful of budget.

You can access Creator Connections in Seller Central by going to Advertising > Creator Connections. To launch a campaign, Amazon recommends setting clear internal goals and building the campaign with the right structure in place. 

Important setup elements include:

The transcript notes that most brands typically offer 10–30% commission, with 10% being the minimum. It also recommends running campaigns for at least three months to give creators enough time and incentive to participate.

Before turning a campaign live, make sure the basics are covered. 

That includes:

The more guidance you provide, the better the content quality tends to be, but it’s still important to leave room for creators to sound natural and authentic.

Once your campaign is live, success depends on active management. Creator Connections is not something you should set up and ignore. 

Brands should:

The transcript specifically points out that Amazon’s dashboard can be frustrating to work through, so staying organized internally is important.

To get stronger results, consider layering in additional campaign strategies such as:

These small improvements can make campaigns more appealing to creators and more effective for your brand.

Creator Connections offers strong upside, but there are limits brands should understand upfront:

That means some activity may happen behind the scenes, and content may not always be visible inside the dashboard even when it is driving sales.

Overall, Creator Connections is a strong option for brands looking to build awareness and drive sales through Amazon’s own creator ecosystem. When campaigns are set up thoughtfully and managed consistently, they can help brands:

For sellers who want a more measurable, performance-based approach to influencer marketing, Creator Connections is worth testing.

https://www.youtube.com/watch?v=QDzGvjSiTWM

From a four-day sales event to revised Lightning Deal fees, here’s your complete guide to optimizing for Prime Day 2025.

Amazon Prime Day 2025 is set to be a significant opportunity for sellers, with an extended four-day event and several updates to deal structures and inventory deadlines. Whether you’re a veteran seller or just starting out, this guide breaks down the key changes, what to expect, and how to prepare effectively.

To ensure your products are available for Prime Day, Amazon has set stricter inventory arrival deadlines (not just shipment dates):

Plan your shipments early to meet these deadlines and avoid stockouts during the event.

Amazon is updating its deal fees and structures, effective June 2, 2025, which will impact your budgeting for Prime Day promotions:

These changes require you to account for both fixed and variable costs for non-peak deals and flat fees for peak events like Prime Day. The flexibility to choose the duration of Best Deals offers more control over costs and strategy. Carefully review your margins to ensure your promotions remain profitable.

To maximize visibility and conversions, consider the following deal types and promotional tactics:

Choose deal types that align with your inventory levels and profit margins.

These tools can help you build brand loyalty and drive traffic to your listings.

A well-executed Pay-Per-Click (PPC) strategy is critical to staying competitive during Prime Day. Here’s how to optimize your campaigns:

Regularly check your campaigns to adjust bids and budgets based on performance.

Prime Day 2025’s extended duration and updated deal structures offer sellers a unique chance to boost sales and grow their brand. By planning your inventory, promotions, and PPC campaigns early, you can make the most of this four-day event. Stay informed about Amazon’s announcements, align your strategies with the new fee structures, and leverage both on- and off-Amazon tools to drive traffic and conversions.

https://youtu.be/_8eWUezGPAg

Amazon continues to evolve how customers shop on the platform—and their latest update is a strong signal of where things are heading. Enter Shoppable Collections, a new A+ Content feature designed to create a more interactive, conversion-focused shopping experience directly on your product detail pages.

If you’re currently using Brand Story, this is something you’ll want to pay close attention to.

Shoppable Collections are a new content module within A+ Content that allows brands to create curated, interactive product groupings using images, videos, and clickable product tags.

Instead of simply telling your brand story, you can now:

This turns your product page into more of a guided shopping experience, rather than a static content section.

To access Shoppable Collections:

1️⃣ Go to Seller Central
2️⃣ Navigate to Advertising > A+ Content
3️⃣ Click Create A+ Content
4️⃣ Select Shoppable (next to Brand Story)

From there, you can begin building your collection using Amazon’s available templates.

One key detail: Shoppable Collections replace your Brand Story module on the listing.

You cannot run both at the same time.

This means brands need to think strategically:

Amazon is clearly leaning toward the latter.

This update reflects a bigger shift:
Amazon is moving away from passive storytelling and toward active shopping experiences.

Instead of hoping customers scroll and read your brand story, Shoppable Collections allow you to:

In short, it’s designed to convert, not just inform.

Shoppable Collections come with several powerful features:

You can organize products into themed collections such as:

This allows you to guide the customer journey and highlight complementary products.

You can combine:

This creates a more engaging experience compared to traditional A+ Content blocks.

Unlike traditional cross-sell modules placed lower on the page, Shoppable Collections appear higher on the listing, increasing visibility and interaction.

One standout feature: you can assign backup ASINs.

If a product goes out of stock, Amazon automatically swaps in another item—preventing lost sales opportunities.

Because this feature is new (and still evolving), testing and strategic execution are key.

Take advantage of flexibility by creating:

This is especially powerful for Q4 and peak shopping periods.

Think beyond random product groupings.

Instead, bundle products that naturally go together:

The goal is to increase cart size, not just clicks.

Amazon offers multiple content blocks within this feature.

To maximize performance:

More engagement = higher conversion potential.

Since this replaces Brand Story, don’t guess—test it.

If it underperforms, you can always revert or iterate.

Short answer: yes—this is worth testing immediately.

Even though Shoppable Collections are still in beta, they’re already widely available and signal a clear shift in Amazon’s strategy.

Brands that adopt early will:

Shoppable Collections represent a major shift in how brands can engage customers on Amazon.

Instead of relying on passive storytelling, you now have the ability to:

As Amazon continues prioritizing shopping-first content, this is a feature you should not ignore.

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Starting the new year strong on Amazon isn’t about starting from scratch—it’s about building on the momentum from Q4. The brands that win in Q1 are the ones that take what worked during the holidays and turn it into sustainable growth strategies moving forward.

Before making any changes, it’s critical to understand what actually drove results during the holiday season. Key areas to review include:

This analysis gives you a clear roadmap for what to double down on in Q1.

Q4 brings in a large volume of new customers—Q1 is your opportunity to bring them back. Strategies to focus on include:

These strategies help extend the lifecycle of your holiday traffic and maximize customer value.

Q1 is one of the best times to refresh your listings, especially as traffic slows slightly after the holidays. Focus on:

This is your chance to improve conversion rates while competition may be less aggressive.

Amazon continues to roll out new features that can give early adopters an advantage. Key areas to focus on include:

Taking advantage of these tools early can help you stand out and improve the shopping experience.

Beyond optimization, Q1 is also a great time to expand into new opportunities:

Diversifying your strategy can unlock new channels and reduce reliance on a single marketplace.

The start of the year is not a reset—it’s a continuation. By analyzing Q4 performance, optimizing your listings, and leveraging new tools and strategies, you can turn holiday momentum into long-term growth.

Brands that take action early in Q1 position themselves for a stronger, more profitable 2026.

Launching a private label product on Amazon is exciting, but success doesn’t come from great packaging or clever branding alone. In a marketplace where millions of sellers compete for the same clicks, Amazon SEO has become the difference between a product that thrives and one that vanishes in the search results.

Unlike traditional search engines, Amazon’s algorithm is not simply about matching keywords, but rather about predicting what will sell. That’s why understanding SEO for Amazon is essential for every private label seller who wants to improve visibility, attract the right buyers, and build long-term ranking momentum.

In this guide, we’ll explore what drives Amazon’s A10 algorithm, how to perform smart keyword research, and how to build listings that convert while staying optimized for the platform. You’ll also learn how to track and update your SEO strategy over time using proven tools, data, and best practices that keep your products climbing the rankings.

Whether you’re launching your first product or scaling your brand, this Amazon SEO guide will give you actionable insights and recommendations to turn visibility into consistent sales.

Before you can master SEO for Amazon, you need to understand the invisible engine driving every search result: the A10 algorithm. Think of it as Amazon’s way of deciding which products deserve to be seen first. While it’s constantly evolving, the foundation of A10 still revolves around three key principles: relevance, performance, and customer experience.

Relevance tells Amazon how well your product matches what shoppers are searching for. This is where smart keyword research and placement matter most – in your title, bullet points, backend keywords, and even product descriptions.

Performance is about results. A10 rewards listings that convert, measuring factors like click-through rate (CTR) and conversion rate (CVR). When more shoppers click and buy your product, Amazon sees it as a signal that your listing satisfies customer intent and pushes it higher in the ranking.

Finally, customer experience ties it all together. Positive reviews, fast shipping, and consistent seller performance show Amazon that you deliver value, making your products more likely to surface in competitive search terms.

For private label sellers, this means your SEO strategy is not a one-time setup, but a continuous process. You need to regularly track keyword performance, monitor CTR and conversion metrics, and refine your listing optimization to stay ahead of competing products. In a dynamic marketplace like Amazon, even small adjustments can make a big difference in visibility and long-term success.

Every strong Amazon SEO strategy begins with one essential task: finding the right keywords. Keywords are how shoppers discover your product and how Amazon’s algorithm determines when to show it. For private label sellers, mastering keyword research is one of the most effective ways to improve visibility and outperform competitors.

Before you dive into advanced tools, begin with what’s already available right on Amazon:

These manual methods are a great start, but they can be time-consuming, and they don’t always show the full picture.

To uncover a broader range of high-value keywords faster, professional sellers turn to keyword research tools. These tools analyze Amazon’s data to show you search volume, competition levels, and keyword trends, giving you a clearer idea of what’s worth targeting.

Some reliable options include:

These insights allow sellers to find the balance between high-demand and low-competition keywords – a crucial step in effective listing optimization.

Another powerful method for keyword discovery is Reverse ASIN lookup. Instead of starting from scratch, you analyze an existing ASIN (Amazon product ID) to see which keywords it ranks for. This helps you understand what’s working for top competitors and where your listing can improve.

Popular Reverse ASIN lookup tools include:

By combining keyword research and Reverse ASIN analysis, private label sellers can develop a keyword strategy grounded in real data, one that aligns with both Amazon’s SEO system and shopper intent. And with AMZScout, sellers get accurate, clear keyword intelligence at a reasonable price, ideal for optimizing listings efficiently.

Finding the right keywords is only half the battle. The next step is turning them into a listing that converts while staying optimized for Amazon’s search algorithm. For private label sellers, your title, bullet points, and product description aren’t just words; they’re your primary tools to grab attention, communicate value, and convince shoppers to hit “Buy Now.”

Your product title is the first thing both shoppers and Amazon’s algorithm notice. To create a title that works:

Bullet points give shoppers a quick snapshot of why your product is better than the competition. Best practices include:

Your product description is your chance to tell a story, reinforce your value proposition, and include additional keywords for SEO for Amazon:

Creating listings that rank and convert can be time-consuming, especially when juggling multiple products. Popular tools can simplify the process and improve results:

A well-optimized listing does more than improve ranking; it also increases your conversion rate, helping your product rise in Amazon’s search results while generating more sales. For private label sellers, mastering this balance between SEO and persuasive copy is critical for long-term success in the marketplace.

Even the best listings need regular attention. In a competitive Amazon marketplace, continuous monitoring is essential to maintain ranking and visibility.

Use strategy tools to review keyword performance, identifying which terms drive clicks and conversions. Update your title, bullet points, and hidden keywords with new, relevant search terms to stay aligned with shopper intent and Amazon’s SEO criteria.

Test small changes (tweak titles or bullets, for example) to see what boosts conversion. By tracking results and refining your listings, private label sellers can improve visibility, stay competitive, and keep climbing the search ranking.

Mastering Amazon SEO is essential for private label sellers who want to stand out in a crowded marketplace. By understanding how the A10 algorithm works, performing strategic keyword research, building optimized listings, and regularly tracking performance, you can improve visibility, boost ranking, and increase conversions. 

SEO isn’t a one-time task. It’s a continuous process of testing, refining, and adapting. With the right approach, tools, and best practices, your products can rise above the competition and achieve lasting success on Amazon.

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Tariffs are back in the spotlight — and with new volatility around China and shifting global trade deals, Amazon sellers need to move fast to protect profitability. In this special segment of our May Capitalism Coaching Round Table, we broke down exactly what’s happening with tariffs and what strategies are actually working right now.

Here’s your complete guide to staying profitable and supply chain-resilient.

Current Tariff Landscape 

China: Temporarily reduced from 145% → ~34% total with added fees. This “pause” is scheduled to expire August 12, 2025 unless a new deal is reached.

UK: A new trade deal now caps tariffs at 10% and strengthens IP protection for U.S. sellers.

Canada & Mexico: Standard import tariff remains at 25% for most goods.

If your business depends on Chinese manufacturing, now is the time to diversify and restructure your supply chain.

1. Negotiate with Current Suppliers
Many Chinese suppliers already have partnerships or factory access in lower-tariff countries — but you won’t know unless you ask.
Ask about:

Lower-cost materials or production methods

Sister factories in countries like Vietnam or India

Moving molds or partial assembly abroad

Better payment terms or bulk discounts to offset tariff costs

Build a real relationship. Suppliers are more likely to help when you treat them like long-term partners.

2. Diversify Your Sourcing Countries
It’s no longer optional — it’s strategic risk management.
Explore options in:

Vietnam

India

Bangladesh

Other low-duty zones based on your category

Use expos, sourcing platforms (like Alibaba or Global Sources), and trusted sourcing agents to run test orders. Don’t wait until you’re in a pinch — secure backups now.

3. Optimize Inventory and Logistics
Reducing tariff impact isn’t just about origin — it’s also about smart movement.

Store imports in Foreign Trade Zones or bonded warehouses to defer duty payments

Transship through lower-tariff countries before U.S. entry

Audit packaging and weight to lower dimensional fees and shipping costs

Bonus: These steps also increase agility during busy seasons and reduce cash flow pressure.

4. Adjust Pricing and Product Positioning
Tariff-related cost increases don’t always require dramatic price hikes.
Instead:

Use bundles to increase perceived value

Add Subscribe & Save to drive long-term LTV

Make gradual price shifts over time

Emphasize premium features and reviews in your listing to justify price differences

5. Leverage Tariff Classifications
Not all import codes are created equal.

Revisit your HS codes with a customs broker

Explore modifications to materials or assembly to reclassify your product

Look into country-of-origin rules that allow you to change classification via final assembly in a different country

Even small changes can significantly lower your tariff percentage.

6. Use Expert Sourcing Support
TurnKey has vetted sourcing partners who can:

Relocate production

Negotiate directly with factories

Run global supplier searches tailored to your product

Coordinate logistics and quality checks

If you’re doing $1M+ in annual revenue and actively looking to exit China, we can either manage the transition for you or refer you to a trusted fit.

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Amazon introduced the Customer Journey Analytics Report, a game-changing tool within Brand Analytics that tracks how customers engage with your brand across their purchasing journey. From awareness to purchase, this report provides actionable insights into customer touchpoints, drop-off rates, and conversion opportunities.

Here’s what the report offers:

While the lack of quarterly reporting limits deeper repeat purchase analysis, comparing monthly trends can still reveal powerful patterns. Dive into this report today to elevate your Amazon strategy!

https://youtu.be/RAQtEnRB4R8

In this Episode of Playbook for Amazon, host Alex welcomes Yohan Jacob, the president and founder of Retailbound, a firm that has guided over 500 product brands into major retailers like Best Buy, Walmart, and Costco. With 18 years of experience, Yohan shares how the retail landscape has evolved since he started Retailbound in 2008, especially with the rise of e-commerce and omnichannel strategies.

Yohan discusses the shift from traditional brick-and-mortar retail to omnichannel approaches, accelerated by COVID-19, and highlights how retailers like Best Buy have adapted with curbside pickup and enhanced digital platforms. He also notes the growth of direct-to-consumer (DTC) brands like Peloton and Casper, alongside the power of social media marketing in today’s retail world.

Retailbound specializes in helping brands with innovative, durable products (think consumer electronics, sporting goods, and housewares) break into retail. Yohan shares a success story of a smart ring brand, Ultra Human, which went from a crowdfunding campaign to generating $1.5 million in sales on QVC and expanding to 2,500+ stores across the US and Canada.

The episode also dives into Retailbound’s two key programs: Retailbound Launch, a comprehensive service for brands ready to hit retail shelves, and Retailbound Accelerator, a group coaching program for smaller inventors seeking retail education. Yohan emphasizes the importance of a strong Amazon presence before approaching retail buyers, offering practical advice for entrepreneurs at any stage.

Listen to the full episode to discover how to make your brand retail-ready and connect with Yohan at retailbound.com!

https://youtu.be/WgIX9AhKhUA

Amazon’s new Conversion Path Report offers a comprehensive view of your customers’ path to purchase across multiple ad types, including Amazon DSP, Sponsored TV, Sponsored Display, Sponsored Brands, and Sponsored Products. This report highlights the most effective touchpoints that lead to conversions, empowering advertisers to:

For example, the report might show a path like “Sponsored Products > Purchase” generating $9,172 in sales or “Display (Amazon DSP) > Sponsored Products > Purchase” yielding $839. These insights reveal patterns previously hidden from advertisers.

Conversion Path Reporting provides a window into how customers interact with your ads throughout their shopping journey. By moving beyond last-click attribution, brands can pinpoint high-impact ad sequences, make real-time adjustments, and maximize advertising efficiency—ultimately improving return on ad spend (ROAS).

The second major update is the expansion of New-to-Brand Metrics, now including Sponsored Products—the ad type accounting for roughly 78% of Amazon ad spend. Previously, New-to-Brand data (tracking purchases from customers who hadn’t bought from your brand in the past 12 months) was unavailable for Sponsored Products. Now, with this data accessible via the Conversion Path Report, advertisers can unlock powerful insights.

For instance, knowing that a Sponsored Products ad led to a $9,172 sale—mostly from New-to-Brand customers—helps you refine targeting and creative to attract more first-time buyers.

Together, these tools enable data-driven decision-making:

Amazon’s willingness to share this data signals a shift toward transparency, offering brands the tools to make smarter, more impactful advertising decisions in 2025 and beyond.

https://www.youtube.com/watch?v=Zo-UwxYINZ4

In today’s digital landscape, influencer marketing is a potent strategy for expanding your brand’s reach, especially on platforms like Amazon. This overview sheds light on the essentials of utilizing influencers to boost your sales and enhance brand awareness.

Why Partner with Influencers?
Working with influencers allows you to tap into new audiences, increasing your brand’s visibility and trust. Through authentic content, influencers can drive external traffic to your Amazon listings, offering you user-generated content useful for social media and other promotional avenues.

Finding the Right Influencers
Begin by defining your criteria—such as follower count and engagement rate—before seeking influencers. Platforms like Amazon’s Creator Connections can streamline this process, providing a marketplace to connect with potential partners.

Tracking and Compensation
Utilize Amazon’s tools like attribution links to track sales from influencer campaigns. Structure your compensation strategy, considering free products or commission-based incentives, to align with your budget.

For more information about influencer strategies, reach out to expert services that can help manage these relationships effectively.