🧵What does a $630MM listing look like?

Let's look at Hero Cosmetic's Mighty Patch to find out.

We'll breakdown their...

☑️Images
☑️Social proof
☑️Titles & Bullets
☑️A+ content

All to show how Mighty Patch is dominating their nice. Images

Hero absolutely nails their images.

You want to try to convey X things with your images
☑️What is it?
☑️What does it do?
☑️How can do I use it?
☑️Does it work?

Hero addresses all of these concerns and more!

Want to *really* help your Amazon agency deliver better results?

Fix your AOV!

How do we do that? Let’s get into it 👇 First let’s say what not to do…

Don’t say you are going to cross sell - great goal, never works.

Customer by <1.5 units / order from sellers so cross selling doesn’t move the needle.

What should you do?

Great product development > great marketing on Amazon...and it's not particularly close.

The reason has nothing to do with ROAS, CAC or increasing CPCs.

It comes down to one thing...

The Law of Conservation of Attractive Profits Overtime, all markets with significant profits will see increasing levels of competition.

That increase in competition will lead to product commoditization from new entrants disrupting your position with the market.

The fear of Amazon cannibalizing DTC site sales is grossly exaggerated.

Unless you have significant branded-demand for your products, Amazon is probably a net positive for your DTC site.

Let’s look at a real life example… I used to work for a national CPG chain with their own loyalty program.

We shipped FBM and took all of the ship-to addresses and compared to our database, less than 15% overlap.

Quick 🧵on how to use Automatic Targeting...

Auto-targeting campaigns don't get the love they deserve

Automatic targeting uses Amazon's algorithms to match your ads to user queries and products that are relevant to your item.

These campaigns serve two purposes... 1) Auto campaigns are the fastest way to start advertising via PPC on Amazon.
You don't need to research keywords or competitive items, just add the ASINs to be advertised, set a budget and you are off....

The biggest lesson I had to learn about selling on Amazon is planning your supply chain properly.

First 8 years of my career were spent working on a dtc site for a cpg company. We had a pretty robust supply chain and logistics department and ecomm was a rounding error from a demand planning pov so inventory was never a concern.

Like a lot Amazon seller business, we are heavily (90%) dependent on Amazon and our top priority is to diversify our revenue mix. Here is our game plan. Here are our 10 themes to growing our business off of Amazon

A quick Friday 🧵on Keyword Harvesting...

We are launching a new item and as I was setting up our PPC campaigns I thought that I would share our general approach to Keyword Harvesting. Keyword harvesting is the process of constantly identifying and adding the best keywords to your PPC account.

You will most likely start your PPC campaigns with by adding keywords that Amazon recommends or that are top of mind for you.

Think of an Amazon listing as a limitless bazaar with merchants all selling the same item. With a few exceptions, anyone can plug into any the listing and sell that item so Amazon developed a tool to decide who gets to fulfill the sale. This tool is called the Buy Box. The general rule to win the BB is whoever has the best combination of full landed price (price + shipping cost) and who can get the product to the customer fastest wins. Here is an example from Vital Proteins.