In this Conversion Monthly episode, the team takes on a real-world Amazon fashion listing -- a ladies jumper from Adam Jagger's clothing brand. Adam launched this knitwear product last year with strong initial sales, but the relaunch has stalled despite refreshed images and PPC data.

Matt Kostan shares consumer feedback from Product Opinion videos revealing that shoppers found the secondary images too text-heavy and "fast fashion" looking, with inconsistent color rendering across photos. Dorian then presents a complete visual overhaul inspired by Zara's photography style -- low-angle shots, model-camera interaction, and stripped-back secondary images that let the product speak for itself.

The result: a 45% improvement in click share during simulated testing, jumping from 11% to 16% against competitors. The episode is packed with actionable advice on fashion-specific listing optimization, the power of "less is more" in secondary images, and why pre-launch polling is essential in design-led categories.

Key Topics

• Live listing teardown -- Adam Jagger's ladies jumper analyzed by the full Conversion Monthly panel
• Consumer video feedback -- What real shoppers said about the listing (color inconsistency, text-heavy images, fast fashion feel)
• Main image testing -- Baseline vs. Zara-inspired low-angle photography concepts
• Secondary image overhaul -- Stripping back text and adopting a premium, warm aesthetic
• Pre-launch polling -- Why design-led fashion products should be tested before manufacturing
• Selling through the female lens -- Understanding emotional and aspirational buying in women's fashion

Timestamps

• [00:00] Introduction and welcome to Adam Jagger
• [01:24] Adam explains the product -- ladies jumper relaunch that stalled
• [02:28] Category rules -- how much creative freedom do clothing listings have?
• [03:45] Matt shares Product Opinion video feedback from real shoppers
• [07:25] Dorian's approach -- studying Zara and H&M for photography inspiration
• [10:30] The "less is more" philosophy for fashion secondary images
• [14:02] Matt reveals test results -- 11% to 16% click share improvement
• [19:22] Sim's take on AI-generated images and warmth in the image stack
• [20:39] AI-generated video concepts for sponsored brand ads
• [22:50] Adam's reaction and takeaways
• [26:17] Danny's deep dive -- cognitive overload, decision paralysis, and the female lens
• [37:31] Adam's final thoughts and next steps
• [38:30] Sim on pre-launch polling for design-led niches
• [40:47] Final roundup and upcoming Seller Sessions event announcement

Key Takeaways

1. Strip back your fashion images -- Text-heavy, icon-filled secondary images can make clothing look like fast fashion. Clean, warm, product-focused images convert better.
2. Study leading brands for photography direction -- Dorian reverse-engineered Zara's low-angle, model-interaction photography style and applied it to the Amazon listing with a 45% click share improvement.
3. Consumer video feedback reveals what data cannot -- Ten 4-minute shopper videos uncovered issues like inconsistent pink shading across images that no one on the team had noticed.
4. Pricing inconsistency kills trust -- Having one color variation priced higher than others confused shoppers and reduced confidence in the listing.
5. Poll before you launch in fashion -- For design-led categories, spending $100 on pre-launch testing can steer you away from a bad product or nail the positioning first time.
6. Sell the transformation, not the features -- Women's fashion is an emotional, aspirational purchase. The listing should make the shopper feel "this could be me" rather than listing fabric specs.
7. Beware of over-optimizing click-through rate -- Pushing CTR too hard can lead to image fatigue and diminishing returns. Balance scroll-stopping visuals with long-term brand consistency.

Broad Match - Danny and Adam break down Amazon's financial trajectory ahead of the Q4 2025 earnings call, exploring why Prime has effectively tapped out, where the retail business is heading, and why Rufus may be Amazon's most important bet for the future of e-commerce.

Host: Danny McMillan Co-Host: Adam "Heist" Runquist

Episode Summary

With Amazon's Q4 2025 earnings call on the horizon, Adam digs into the historical financials of Amazon's retail business to understand where the company has been and where it is heading. The picture is clear: Prime membership has reached over 200 million Americans, covering roughly 75% of the adult population, and growth has slowed to just 3-4% annually. The remaining unsubscribed population is largely economically unfeasible to convert.

The numbers tell a compelling story across Amazon's retail business units. First-party retail has matured and is effectively flat or declining. Third-party seller fees have grown 190% since 2019, far outpacing the 75% growth in Amazon's own retail — but sellers are now squeezed to single-digit net margins with little room for further extraction. Advertising remains the standout at 56 billion dollars in 2024 with 300% growth over five years, yet its long-term sustainability depends on healthy seller participation.

This sets up what Adam describes as Amazon's innovators dilemma. Danny and Adam agree that Rufus represents Amazon's play to shift from a purchase destination to a product discovery and research platform, effectively competing with Google, YouTube, and Reddit for the consideration phase. The episode closes with a rallying call for sellers to focus on extreme efficiency, leveraging AI tools to optimise listings at a level of sophistication that was impossible even a year ago, and to prepare for a market where fewer sellers will survive but those who do will be significantly rewarded.

Key Takeaways

• Amazon Prime has effectively saturated the US market at over 200 million members, with the remaining population largely economically unfeasible to convert, signalling the end of Amazon's biggest historical growth engine.
• Third-party seller fees have grown 190% since 2019 compared to 75% growth in Amazon's own retail, but sellers operating on single-digit margins means Amazon has limited room to extract further on a per-unit basis.
• Amazon's advertising business pulled in 56 billion dollars in 2024 with 300% five-year growth, but its future depends on whether enough healthy sellers remain to sustain ad spend.
• Rufus is positioned as Amazon's answer to the innovators dilemma — shifting from a purchase-only platform to a product discovery and research destination to drive more visits, higher conversion, and larger basket sizes.
• AI tools now allow sellers to accomplish listing optimisation work in hours that previously took weeks, making sophisticated conversion optimisation accessible to small teams without additional headcount.
• The market is entering a consolidation phase where fewer sellers will survive, but those who maintain cash reserves, optimise ruthlessly, and adapt to the changing landscape will benefit as competitors exit.

Chapter Markers

00:00 - Introduction 00:40 - Why Amazon earnings matter for sellers 03:30 - Prime membership growth and saturation 06:22 - First-party retail maturity and decline 09:30 - Third-party seller fees hitting the ceiling 11:10 - Advertising as Amazon's growth engine 13:28 - Rufus and the discovery play 15:47 - The debate around Rufus and objectivity 19:07 - AI efficiency and listing optimisation 22:16 - Beyond keywords and single-dimension thinking 33:24 - Market consolidation and survival strategy 37:19 - Practical steps for sellers right now

Resources

• Seller Sessions Website
• Seller Sessions YouTube
• Adam "Heist" Runquist on LinkedIn
• Adam Heist YouTube Channel

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Danny and Ritu dive deep into Anthropic's new Cowork feature in Claude Desktop - the good, the bad, and the ugly. Ritu shares a cautionary tale about file deletion gone wrong, while Danny demonstrates his custom skills pack that protects users from common pitfalls.

What You'll Learn:

• What Cowork is and how it differs from Claude Code and Claude Desktop
• Why the rm -rf command can permanently delete your files (and how to prevent it)
• How to set up deny lists in your Claude settings to protect critical files
• The power of skills and bootstrap files for consistent, reliable outputs
• Decision panels: letting Claude guide you through complex choices
• Cascade skills: research to article to slides in one automated flow

Key Timestamps:

• 00:00 - Introduction to Cowork
• 02:13 - Ritu's file deletion disaster story
• 08:37 - Understanding rm vs rm -rf commands
• 10:01 - Setting up deny lists for protection
• 16:00 - Evolution from Claude Desktop to Claude Code to Cowork
• 25:55 - Skills deep dive: orchestrator, quality gate, flow state
• 39:48 - Research cascade skill demonstration
• 43:18 - Decision panels walkthrough
• 48:58 - 2026 predictions: Ambient AI and pixel-free interfaces

Resources Mentioned:

• Danny's Skills Pack (available to listeners)
• Typora - Markdown editor ($14 lifetime)
• Time Machine backup for Mac users
• Git for version control

Connect with Ritu Java: LinkedIn

Connect with Danny McMillan: LinkedIn | Seller Sessions

Conversion Monthly - The panel kicks off 2026 with predictions on AI-driven creative workflows, agentic shopping behaviours, and the tools reshaping Amazon seller operations.

Host: Danny McMillan Panel: Sim Mahon, Dorian Gorski, Matt Kostan

Episode Summary

The newly rebranded Conversion Monthly show returns with its expert panel to discuss 2026 predictions for Amazon creative optimisation. The conversation covers how AI workflows have evolved since early 2025, with Dorian noting how N8N has become significantly more accessible through built-in AI assistants.

Sim shares that his team can now create final, upload-ready main images in a single AI generation. The panel discusses agentic shopping and how AI-driven product discovery may fundamentally change conversion optimisation. Matt highlights the trend toward hyper-specific product positioning, where sellers create separate ASINs for the same product targeting different demographics.

Danny introduces Claude's new Co-Work feature as a significant leap that removes technical barriers for sellers wanting to build automations. The panel agrees that "human in the loop" will be the defining phrase of 2026. Sim reveals his investment in 51 Folds, a prediction platform using Bayesian networks.

Key Takeaways

• One-shot main images are now reality - AI image generation has reached the point where final, upload-ready Amazon images can be created in a single prompt
• Hyper-specific product positioning is trending - creating separate ASINs for the same product targeting different demographics aligns with AI recommendations
• Technical barriers to automation are evaporating - tools like Claude Co-Work and improved N8N AI assistants are making workflow automation accessible
• "Human in the loop" defines 2026 - the winning strategy combines automated data collection with human strategic oversight
• The big three AI providers have stabilised - Anthropic, Google, and OpenAI now dominate, reducing shiny object syndrome
• Video generation remains the next frontier - while image generation is solved, video still requires scene-by-scene refinement

Chapter Markers

00:00 - Introduction and 2026 Outlook 00:58 - Dorian on the Pace of Change Since 2025 04:07 - N8N Accessibility and Self-Build Workflows 05:33 - One-Shot Image Generation Capabilities 07:23 - Video Generation Limitations 10:26 - Business Systems, ClickUp and Future-Proofing 14:37 - Hyper-Specific Product Positioning 20:06 - Keplo 2026 Direction 22:26 - Competitive Advantage and AI Accessibility 25:01 - The Big Three AI Providers 28:46 - 51 Folds Investment and Bayesian Prediction 33:14 - Panel 2026 Priorities 38:12 - Wrap-Up

Resources

• Seller Sessions Website
• Seller Sessions YouTube
• Sim Mahon on LinkedIn
• Dorian Gorski on LinkedIn
• Matt Kostan on LinkedIn

Broad Match: Adapting to Amazon's Evolving Landscape: Insights for 2026 Episode Overview

In this episode, Danny McMillan and Adam Heist discuss the changes in Amazon selling strategies as we approach 2026. They emphasize the significance of adapting to new search algorithms and shifting consumer behaviors to ensure success in the competitive marketplace. This episode explores amazon selling strategies, search algorithm evolution with practical insights for immediate implementation.

Key Takeaways

• Sellers need to rethink traditional SEO practices in light of new individualized search results.
• Embracing change and new technologies is essential for remaining competitive in the evolving marketplace.

Chapter Markers Time Chapter Description 00:00 Reflections on the Past Year Adam Heist reflects on 2025, stressing the importance of taking time for strategic planning after the holiday season. 05:30 The Shift in Search Dynamics Discussion on how Amazon search results are becoming more individualized, reducing sellers' control over visibility. 10:15 The Impact of Rufus on Seller Strategies Adam shares insights on the Rufus algorithm and its significant effect on conversion rates and product discovery. 15:00 Adapting to the New Normal Danny emphasizes the need for sellers to rethink their approaches as customer behavior changes. 20:45 Embracing Change and Opportunity Both hosts encourage sellers to embrace technological changes as opportunities for growth. Notable Quotes

"The successful sellers of the future will be those who can navigate the evolving landscape."

Resources Mentioned 🔧 Tools & Platforms:

• Rufus Algorithm: A new algorithm that significantly alters the way search engine results pages operate on Amazon, affecting sellers' strategies.

🔗 Guest Links:

• No guest this episode

📖 Seller Sessions Resources:

• YouTube: Seller Sessions Channel
• Website: Seller Sessions
• Rufus Blueprint: Complete Amazon Algorithm Guide
• Honeymoon Period Research: Scientific Analysis
• Seller Sessions Live 2026: Conference Registration

Subscribe to Seller Sessions

• YouTube: Seller Sessions Channel
• Website: Seller Sessions

Main Image Monthly: Optimizing Beauty Products for Conversion: Insights with Aaron Graybill Episode Overview

In this episode, Aaron Graybill discusses the challenges and successes of launching her whipped beef tallow lotion, focusing on product formulation, customer feedback, and the importance of visual optimization for increasing conversions. The conversation delves into strategic improvements for product listings and customer expectations in a competitive beauty market. This episode explores beauty product formulation and challenges, strategies for visual optimization in e-commerce with practical insights for immediate implementation.

Key Takeaways

• Customer education is essential to address concerns and improve conversion rates, especially for niche products like beef tallow lotion.
• Visual aesthetics in product listings significantly impact customer perception and purchasing decisions.

Chapter Markers Time Chapter Description 00:00 Introduction Danny McMillan introduces Aaron Graybill and the discussion around her beauty product. 01:15 Product Backstory Aaron shares the backstory of her whipped beef tallow lotion and challenges faced with product formulation. 02:44 Managing Customer Expectations Discussion on balancing profitability while addressing customer concerns about product quality. 05:27 Understanding Product Differentiators Insights into the unique selling points of her product compared to competitors in the beauty niche. 06:15 Product Image Optimization Danny discusses the importance of optimizing product images using data analysis. 07:06 Visual Appeal vs. Informational Content Exploration of visual optimization strategies to stand out in online listings. 35:52 Key Takeaways and Next Steps Final thoughts on applying insights from the episode for product improvements. Notable Quotes

"Pressure makes diamonds."

Resources Mentioned 🔧 Tools & Platforms:

• Clickbait Thumbnail Generator: A tool developed to generate catchy thumbnails for video content to increase engagement.

🔗 Guest Links:

• No guest this episode

📖 Seller Sessions Resources:

• YouTube: Seller Sessions Channel
• Website: Seller Sessions
• Rufus Blueprint: Complete Amazon Algorithm Guide
• Honeymoon Period Research: Scientific Analysis
• Seller Sessions Live 2026: Conference Registration

Subscribe to Seller Sessions

• YouTube: Seller Sessions Channel
• Website: Seller Sessions

Broad Match: Images Outside The Echo Chamber: The Power of Product Opportunity Explorer Episode Overview

In this episode, Adam shares insights on leveraging Amazon's Product Opportunity Explorer tool to enhance product marketing strategies and conversion rates. The discussion highlights the importance of clean imagery, understanding customer demographics, and optimizing listings based on data-driven insights. This episode explores amazon business strategies, product optimization techniques with practical insights for immediate implementation.

Key Takeaways

• Utilizing Amazon's Product Opportunity Explorer is crucial for identifying growth opportunities and optimizing existing product listings.
• The importance of clean, professional imagery cannot be overstated; it plays a significant role in customer perception and trust.

Chapter Markers Time Chapter Description 00:01 Introduction and Updates Danny and Adam discuss the challenges of launching the episode and set the stage for the topics to be covered. 00:57 Exploring Product Opportunity Explorer Adam dives into the functionalities of Amazon's Product Opportunity Explorer and how it can uncover product growth opportunities. 07:08 Understanding Customer Needs A detailed examination of how Amazon's tool provides insights into customer needs, keywords, and the competitive landscape for product optimization. 08:35 Application of Insights for Image Optimization Adam discusses how to apply insights from the Product Opportunity Explorer to optimize images and listings, enhancing conversion rates. 16:44 Comparison of Different Marketing Strategies Danny raises the importance of evaluating different marketing approaches and how traditional methods may not always deliver results. 18:38 Analysis of Social Priming and Consumer Behavior The conversation shifts to social priming and its impact on consumer behavior, discussing how it relates to image strategy. 55:37 Conclusion and Final Thoughts Danny and Adam wrap up the discussion, emphasizing the need for sellers to adapt strategies based on data and market conditions. Notable Quotes

"If you haven't checked out Product Opportunity Explorer, it could be one of the biggest hidden gems and the biggest data developments that I've seen within Amazon in years."

Resources Mentioned 🔧 Tools & Platforms:

• Product Opportunity Explorer: A feature in Amazon Seller Central that helps sellers identify product opportunities based on consumer demand and competitive analysis.
• Google Docs: A tool used for organizing and extracting data from the Product Opportunity Explorer tool.

🔗 Guest Links:

• No guest this episode

📖 Seller Sessions Resources:

• YouTube: Seller Sessions Channel
• Website: Seller Sessions
• Rufus Blueprint: Complete Amazon Algorithm Guide
• Honeymoon Period Research: Scientific Analysis
• Seller Sessions Live 2026: Conference Registration

Subscribe to Seller Sessions

• YouTube: Seller Sessions Channel
• Website: Seller Sessions

Go With The Flow: Unlocking the Future of Video Creation with AI Tools Episode Overview

In this episode, Danny McMillan and Ritu Java dive into the evolving world of AI-generated video content, discussing the advancements in technology that allow for creative video production without extensive resources. They explore tools like Nano Banana and LoRa to maintain character consistency while producing engaging video content. This episode explores ai in video creation, creative workflows and automation with practical insights for immediate implementation.

Key Takeaways

• Understanding how to storyboard effectively can greatly enhance the output quality of AI-generated videos.
• Navigating the limitations of AI tools is essential to maximizing their potential in video production.

Chapter Markers Time Chapter Description 00:00 Introduction Danny welcomes Ritu back to the show and introduces the topic of video creation and its possibilities using AI. 02:17 AI in Video Production Ritu discusses her experiences with AI-generated videos, highlighting advancements seen at the Unboxed event and Coca-Cola's use of AI for advertising. 07:23 Building a Video Ad Ritu outlines the importance of storyboarding in video production and how to work within the limitations of AI tools. 11:21 Challenges in AI Video Danny and Ritu explore common challenges in AI video generation, discussing the complexity of maintaining character consistency and the importance of compelling video editing. 30:56 Design Loop Introduction Danny introduces Design Loop as a tool for simplifying video production, allowing users to generate concepts and prompts effectively. Notable Quotes

"We eat with our eyes."

Resources Mentioned 🔧 Tools & Platforms:

• Nano Banana: An AI tool for generating consistent visuals from sketches and templates, praised for its performance in recent iterations.
• LoRa: A tool that helps maintain character consistency by allowing users to upload multiple photos for reference.
• Design Loop: A creative studio designed to streamline the video production process by generating asset ideas and scenes based on user input.

🔗 Guest Links:

• Ritu Java: LinkedIn Profile

📖 Seller Sessions Resources:

• YouTube: Seller Sessions Channel
• Website: Seller Sessions
• Rufus Blueprint: Complete Amazon Algorithm Guide
• Honeymoon Period Research: Scientific Analysis
• Seller Sessions Live 2026: Conference Registration

Subscribe to Seller Sessions

• YouTube: Seller Sessions Channel
• Website: Seller Sessions

Why Your Affiliate Style Images Might Be Killing Your Amazon Business

In just 10 minutes, I'll challenge most of what you believe—and show you why the opposite might be true.

Watch to the end for 99 scroll-stopping techniques from the world's top three product photographers.

Watch here on YouTube for the full experience.

"Pretty doesn't convert." - Affiliate Marketers

What happens when hammer-and-nail marketing doesn't work?

Everyone's favourite dog, Rufus, seems to have a different opinion when it comes to images and stopping the scroll. Text on Images

Cluttered images make your brand appear unprofessional or cheap.

• Impact of busy images: Too many elements distract from the product.
• Visual focus and clarity: Eliminates distractions, letting customers focus on your product.
• Pattern interrupt: Stops the scroll.
• Reduced cognitive load: Easy for customers to process and understand.
• Professional aesthetic: Clean layouts convey luxury and quality.

The Paradox of Dense Images

• Information overload: Excessive visual details cause faster scrolling.
• Cognitive fatigue: Complex images demand more mental effort, prompting quick dismissal.
• Lost focus: When everything competes, nothing stands out.

What Actually Stops the Scroll?

• Clean contrast: Single element against clean background.
• Less-is-more: Pattern break through simplicity.
• Simple images stand out in cluttered feeds.
• The most effective scroll-stoppers are the cleanest, most focused images.

The Low-Price Paradox

• Trust barrier: Customers are naturally sceptical of cheap products.
• Poor images confirm their worst fears.

The Outliers

• Outliers are statistically insignificant compared to what drives success.
• The 99% reality: 97% of customers respond positively to clean, well-lit, professional images.

Cherry Picking and Moonshots

• Avoid cherry-picking outliers as universal truths.
• If so, everyone would have proven strategies and no failed products.

Why Outliers Get Disproportionate Attention

• Survival bias: We notice the 1% that succeed unusually, not the 99% that fail.
• Marketing case studies: Unusual success stories are interesting.
• Confirmation bias: People remember exceptions that validate rule-breaking.

Also in the video: 99 techniques for stopping the scroll, by three of the world's best, working with multi-million-dollar and billion-dollar brands.

99 image principles used by three of the world's top product photographers:

• Peter Belanger - Apple's product photographer since 2007
• Tim Tadder - Nike, Adidas, and NFL campaign photographer
• Jonathan Knowles - Coca-Cola, Guinness, and major beverage brands

As a thank you for everything this industry has given me over the past decade, DesignLoop is my gift to you. No subscriptions—just add your API keys and you're ready to compete with major brands with innovative images and video.

No one ever stopped the scroll by imitation.

It's time to get back to winning.

If you want to get access to Design Loop, you can join the waitlist here.

https://sellersessions.com/sp/ai-workshop/

Main Image Monthly: Optimising Conversion for Trendy Bandanas: Strategies and Insights Episode Overview

In this episode, the team explores innovative strategies to optimise a bandana product listing, focusing on visual appeal and conversion tactics. The discussion highlights the importance of addressing customer concerns about size and quality while generating creative imagery to enhance click-through rates. This episode explores visual optimisation techniques, conversion strategies for fashion products with practical insights for immediate implementation.

Key Takeaways

• Effective imagery and emotional engagement are crucial for improving conversion rates and attracting consumers.
• Testing different main images and variations can lead to significant improvements in click-through rates and overall sales.

Chapter Markers Time Chapter Description 00:01 Introduction and Product Challenge Danny welcomes listeners and introduces the challenge of optimising a trendy bandana product amidst various competitors. 01:12 Exploring Product Analysis Dorian shares insights on product analysis and the necessity of understanding the target audience's needs and purchase barriers. 04:40 Testing Concepts and Imagery Matt emphasizes the baseline analysis of competitors and discusses potential ideas for new imagery to improve the product listing's performance. 12:00 Concept Development Dorian describes his approach to generating multiple image concepts and emphasising versatility and quality concerns for consumers. 20:17 Testing New Main Images The team discusses various concepts for new main images and the importance of testing these concepts to determine what works best. 40:47 Visual Optimization Strategies Danny shares innovative ideas for visual optimisation, using angles and spacing to enhance customer engagement with the product images. 54:00 Final Strategies and Wrap-Up The team wraps up the discussion by reiterating the importance of differentiating in the market and the strategy of testing imagery for improved conversion. Notable Quotes

"Customers eat with their eyes."

Subscribe to Seller Sessions

• YouTube: Seller Sessions Channel
• Website: Seller Sessions

Resources Mentioned 🔧 Tools & Platforms:

• Tools and resources mentioned in the episode

🔗 Guest Links:

• No guest this episode

📖 Seller Sessions Resources:

• YouTube: Seller Sessions Channel
• Website: Seller Sessions
• Rufus Blueprint: Complete Amazon Algorithm Guide
• Honeymoon Period Research: Scientific Analysis
• Seller Sessions Live 2026: Conference Registration