E-commerce Sales Tactics

Search Query Performance Report on Seller Central is an extremely powerful report for growing on Amazon Amazon is a search led platform, and in most categories at least 60-70% sales originate through a search query. And this report gives all the metrics ( search volumes, impressions for that query, clicks from that query, add to carts from that query, purchases from that query) for the top 1000 relevant search queries for your brand. And you get both the category level data as well as your brand data and your brand's share Eg: You can find out for the search term "ceiling fan", what were the total impressions, your brand impression share, total clicks, your brand click share, total add to carts, your brand add to cart share,total purchases and your brand purchase share etc Now this is extremely powerful data. This includes both organic and paid clicks/sales You can basically map your brand funnel vis-a-vis the category funnel for every relevant keyword Eg: Lets say for the keyword "ceiling fan", my impression share is 7%, click share is 8%, add to cart share is 9% and purchase share is 10% The immediate actionable would be to increase impression share by increasing spends on the Keyword "ceiling fan". And because this is a high volume keyword and my funnel is stronger than the category, I would start a single KW exact match campaign with high budgets and bids for this keyword And if the funnel holds, very soon the impression share will increase Similarly, if impression share>click share, it means the Hero image/Title/offer needs working If Click share>Purchase Share, it means the offer ( pricing/TAT) and the content ( images, bullets, A+ etc) need to do a better job at convincing the consumer Now imagine if you do this rigorously for 1000 keywords and bring incremental improvement for many search queries, how the benefits could stack up. Both market share and TACOS will improve Extremely powerful report if used well. Doing this rigorously helped us a lot in the last 12-18 months ( This report didn't exist when we started 10 years back) in scaling up Amazon even faster than we used to and gain almost 300-400 bps market share on platform. Also helped a lot in scaling up the new categories How to Access? Seller Central>> Brands>>Brand Analytics>> Search Query Performance And once there, you can look at the data week wise, month wise, quarter wise

75% of visitors that land on your PDP bounce. That’s 3 out of 4 potential customers, gone. Why? Because most sites make visitors do the work: • Finding key product details • Figuring out why it’s worth buying • Searching for trust signals before committing But shoppers shouldn’t have to think. They should instantly believe you’re the right solution. In this post I'll be sharing a comprehensive guide of 12 changes you can do to your PDP to highlights benefits and convert shoppers.  1. Show key concerns your product solves. Keep them as a badge and place it above the product title. Gets them interested from the top of the page.       2. Highlight who is this product for. Place this under the product title. Important for skincare, personal care websites.       3. Highlight the quantity they get for the price they pay. This cab be grams, litres, days of supply.       4.  Add a badge like "Best seller", "Most loved". Do this where it's relevant. This builds confidence in their purchase decision.       5. Add the results the product has driven. This can be for other customers or the result of a clinical study you have conducted.       6. Show image thumbnails. The image gallery is the fastest way to tell what's in your product, how to use it, when to use it. Get them to scroll through it.       7. Highlight 3-5 key benefits of the product. Keep this in 1 line and have them in bullets or with icons.       8. Tell WHY is your product effective. In this example, I've added an ingredients section to explain that.       9. Keep add-to-cart as the primary CTA. And not buy now. This is relevant for skincare websites since you can cross-sell other products in this routine.      10. Optimize the area around the add to cart. Highlight shipping time, free shipping, where you ship.      11. Motivate purchase with samples or free gifts on orders. Shopper should spend $X to avail this. Increasing your AOV while delighting the shopper.      12. Add a cross-sell. Like 'Complete this routine', 'Complete this look'. Show which products go well with this one. Make it easy to add to cart from this page.      Other changes I did: • Removed auto slide from the announcement bar • Added breadcrumbs to help navigate to parent category (reduces bounce rate from PDPs) • Underlined reviews and added the review count. What’s one PDP change that made a difference for you? Drop it in the comments. P.S. If your product has not clinically proven to solve a problem, don’t mention it. The goal isn’t just one purchase. It’s about building a brand that lasts. One that's trusted and gets repeat buyers. Not one that dilutes its name for short-term sales.

If I were launching a CPG brand today, here's exactly how I'd do it... the scrappy way: Most founders start with an idea. I'd start at the store. Here's my step-by-step playbook 👇 1. Find the white space BEFORE the product idea. I'm doing full shelf audits to spot categories ripe for disruption, then I’m conducting category and competitor audits for that category. 2. Build the brand world first. I’d be able to answer: Who desperately needs this? Why NOW? This becomes your north star for every decision—from recipe to packaging to pricing. 3. Sample, sample, sample. I'd rather iterate 5 times based on real data than launch something that flops because I fell in love with my own idea. A great way to do this? Product & Prosper® Sampling Program, which reaches 400+ industry vets. 4. Amazon first (not retail). It’s the fastest path to real customer feedback and reviews. Plus, you can test ad spend without a broker breathing down your neck. 5. Prove DTC works with actual data. With real reviews, proven conversion rates, and understanding of CAC from Amazon, you’re prepped to launch DTC. 6. Independent retail via Faire. This builds what we call The Retail Resume®—Credibility, Capability, Cash—before you pitch the big guys. 7. Build industry street cred in parallel. Pitch to industry media, join founder communities like Startup CPG and Naturally Network, post on LinkedIn and engage with other CPG folks on the platform. Buyers notice brands that other people are talking about. Notice what's NOT in this playbook: ❌ Immediately hiring a broker ❌ Cold-emailing buyers ❌ Rushing to trade shows without validation The brands that succeed today build proof of concept before distribution. They validate with real customers before buyers. Each step becomes the foundation for the next—not a sprint to the finish line. I dive deeper into each of these steps in today's Product & Prosper Newsletter. Link in the comments 👇

Luxury eCommerce isn’t just about selling high-end products - it’s about curating an experience. Mytheresa has exemplified this with its growth in a struggling luxury market: ▪ Revenue Growth: Sales grew +8% to €202 million in the first quarter of its fiscal year that ended in September. ▪ Customer Strategy: "Top customers" (spending €40,000+ annually) drove 39% of total sales in FY24, reflecting their focus on high-value clients. ▪ Global Expansion: The U.S., now 22% of their GMV, saw 41.6% growth in FY24, fuelled by tailored events and local community engagement. The “how” behind their growth: 1️⃣ Exclusive Experiences: Hosting luxury events globally, like fashion previews and brand-specific exhibitions, strengthened customer loyalty. They are also increasing their number of events dedicated to their male clients, the e-tailer’s menswear segment accounts for more than 10% of overall sales and continues to grow. 2️⃣ Tech-Driven Personalisation: They recently launched an immersive shopping app for Apple Vision Pro, showcasing innovative digital engagement. 3️⃣ Full-Price Strategy & Segmentation: MyTheresa focuses on exclusivity over discounting, emphasising access over affordability and targeting specific "top customer" segments. Michael Kliger, MyTheresa's CEO stated: “One of the big learnings is: be focused. Who is your customer? Innovate how you reach them, how you make them valued, how you excite them. That’s where innovation should sit.” MyTheresa's approach shows the potential of blending personalisation with innovation and a laser focused customer strategy to redefine online luxury shopping. https://lnkd.in/egK_4TzK

𝐇𝐢𝐝𝐝𝐞𝐧 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 𝐨𝐟 𝐄𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 𝐥𝐢𝐤𝐞 𝐀𝐦𝐚𝐳𝐨𝐧: 𝟔 𝐓𝐢𝐩𝐬 𝐟𝐨𝐫 𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐒𝐚𝐥𝐞𝐬 𝐆𝐫𝐨𝐰𝐭𝐡! Ever wondered what really drives those giant sales figures on ecommerce platforms like Amazon? Beyond the surface, lies a world of hidden features that can transform your sales game. As someone deeply immersed in the world of Ecommerce for over 4 years, here's my insider scoop on how to crack the code to increase sales on platforms like Amazon. 1. 𝗧𝗵𝗲 𝗛𝗶𝗱𝗱𝗲𝗻 𝗚𝗲𝗺𝘀 : Ecommerce platforms like Amazon are packed with features beyond the obvious. Unleash the power of advanced analytics, personalized recommendations, and streamlined checkout processes. These gems can significantly enhance user experience and boost conversions. 2.𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗦𝗘𝗢 𝗦𝗼𝗿𝗰𝗲𝗿𝘆 : The secret to visibility lies in mastering the art of SEO. Keyword research, optimized product listings, and strategic placement all play a pivotal role in driving your products to the top of search results. You can use Ai like ChatGPT to find these keywords! 3. 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫-𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 : Engage and educate your audience through compelling content. Leverage product descriptions, FAQs, and customer reviews to build trust and address potential hesitations. This will help you with quick explainations and doubtsolving for your protential buyers. 4. 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗙𝗕𝗔 𝗠𝗮𝗴𝗶𝗰: Amazon's Fulfilled by Amazon (FBA) service isn't just about convenience; it's a trust-builder. Utilize it to ensure seamless shipping, reliable delivery, and stellar customer service. 5. 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗠𝗮𝗸𝗶𝗻𝗴: In the digital age, data reigns supreme. Monitor analytics, track customer behavior, and use insights to fine-tune your strategies for optimal results. 6. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Leverage social media to amplify your Amazon presence. Share success stories, run targeted ads, and engage with your audience to create a holistic brand experience. 💫 𝗔 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗡𝗼𝘁𝗲: Having worked with renowned companies in the ecommerce domain, my suggestion is simple but impactful. Don't underestimate the power of continuous learning. The ecommerce landscape evolves rapidly, and staying updated with the latest trends and strategies is your key to staying ahead. In this age of data-driven decision-making and personalized experiences, uncovering the hidden features of ecommerce platforms is your golden ticket to success. By following these 6 tips, you can tap into the true potential of platforms like Amazon and carve a unique space for your brand in the digital marketplace. #EcommerceInsights #SalesGrowth #AmazonHacks #EcommerceSuccess

I just reviewed an account doing $1.1M/month in sales on Amazon. Guess how much they were keeping at the end of the month? $43K. That's a 3.9% profit margin on an 8 figure brand. Here's where the money was going: $236K/month on ads (21% of revenue) Multiple campaigns running above 100% ACOS 902 keywords in one campaign — no segmentation, no control High-performing search terms left untargeted Low-performing terms draining budget. They cut ad spend by 57% → Sales dropped 49% → Profit went UP 39% The math is simple: they stopped paying $5.50 in ads for every $1 in profit. If your TACOS is above 20% and your profit margin is below 5%, you don't need to scale. You need to audit. Now our job is to scale from here. But before we just go spending again there's a lot of work and optimization to do. Keyword segmentation. Match type isolation. Search term harvesting. Funding top performers. Expanding into Sponsored Display and Sponsored Brands properly. The foundation is finally profitable. Now we build on it the right way. P.S. If you're in a high-growth space and going all-in on sales to capture market share, this strategy may be fine. But if you're a brand focused on margins, more sales do not equal more profit. Know which game you're playing.

As a DTC brand, have you considered the risks of relying solely on Amazon as your growth engine, especially as its dominance in the e-commerce landscape continues to surge? Amazon’s share of US e-commerce sales is projected reach an impressive 40.9% by 2025, a clear signal of Amazon’s tightening grip on the retail market. I see this trend as a wake-up call. While Amazon offers unparalleled reach, its growing dominance amplifies the risks of over-dependence. Policy shifts, escalating fees, and fierce competition can destabilize your profitability and erode your control over your brand. The solution? Diversify your sales channels to build a more resilient business. Here are 2 actionable strategies for diversification every Amazon brand should pursue today: 1. Embrace Direct-to-Consumer (DTC) Sales: Invest in your DTC infrastructure. This is the time to focus on building a real brand that stands independently to the vast search intent that Amazon offers. Use Shopify, Klaviyo, Meta, and Google as your "core four" to begin generating and converting demand to your DTC business. Selling directly to your customers lets you bypass Amazon’s fees and regain control over your brand's narrative. By forging stronger relationships with your audience, you not only mitigate the impact of Amazon’s rule changes but also unlock opportunities for higher margins and customer loyalty. 2. Tap into TikTok Shops: With now over a million creators thriving on TikTok Shops and search volumes surpassing Google in certain product categories, it’s a vibrant marketplace waiting to be explored. Partner with influencers and leverage TikTok’s powerful discovery tools to connect with new audiences and drive sustainable growth. You'll also find the discovery on TikTok drives new customers to both your Amazon and DTC business as a bonus. Why act now? Relying solely on Amazon leaves you vulnerable to unexpected disruptions, whether it’s a policy change or intensified competition. But by branching out to platforms like TikTok Shops, building a DTC presence, and exploring multiple revenue streams, you can safeguard your business and seize untapped opportunities. The data is undeniable: Amazon’s meteoric rise is both an opportunity and a risk. Don’t wait for the next policy shift to catch you off guard. Take action today—diversify your strategy, harness innovative platforms, and position your e-commerce brand for long-term success.

If you’re thinking about building or projecting your professional brand to become more visible and create impact… Here’s a simple visibility toolkit that’s worked for me and many people I’ve mentored: • Storytelling over status updates Don’t just announce the title or milestone. Share the journey behind it. Shared insights are more useful. •Ask yourself the tough questions What do people come to you for when they seek your ideas or counsel? What do you sound like when you’re at your best? Your tone, your values, your voice - these are what make you you. A strong professional brand needs to be personal to you. • Share the real stuff Not just wins, but doubts, challenges, and lessons too. Ask: “What would the less experienced, ambitious or younger me have wanted to hear?” • Start before you feel ready You’ll never feel fully ready, so just get going and learn as you go. Clarity and confidence will follow. • Build your brand with intention Your digital presence should authentically reflect who you are, not just what you do. • Don’t take yourself too seriously The ‘spotlight effect’ is real, but at the start, no one’s watching that closely. Use that freedom to experiment. Visibility isn’t about being loud. It’s about documenting what you’re learning, what you care and know about and sharing it with others. And if that still feels uncomfortable? Start with just one honest story. Then another. And see what happens.

Looking to enhance your Amazon sales strategy? Let's dive into the power of merchandising! 📈💡 A powerful tactic is creating variations within your catalogue, especially for products with slight differences like size, flavour, or components. This simplifies the shopping experience for customers and boosts conversions. 🛒 Consider the exemplary listing: - Variation family offers clear options in flavour and price point. - Striking hero image invites high click-through rates. - Social proof with over 18,000 ratings (prioritize improving ratings below 4.5). - Conversion-boosting video included. - Subscribe and Save option maximizes customer lifetime value. - Informative gallery images highlight product benefits and brand advantages. - Utilising vouchers and deals entices customers (short-term sales velocity tactic) - SEO-optimized title and bullets maintain visibility while compelling customers to purchase. 🚀 It is important to note that not all variations (parent/child listings) work and make sense to customers. And confusion breeds poor conversion rates, ultimately impacting sales and profitability. Also, there is a benefit to having more products showing on the SERP - to dominate the prime real estate, rather than hide some of the products within a listing. Think strategically like you would in a physical environment - what makes sense to the consumer (not you) on a product shelf , what would persuade a customer to buy? #amazonadvertising #amazonmarketing #amazonseo

LinkedIn brought me multiple 7-figure deals. Without cold calls. WIthout "let me buy you coffee" pitches. Just a consistent online presence. And that's the unfair advantage most professionals still sleep on. Here's why: 🎁 Your online presence sells for you 24/7. A decade ago, if you wanted to grow, you had to physically be in the room. Today? A single post can reach thousands of people you've never met. While you're sleeping, having dinner, or on a flight. That's not just convenience. That's compounding leverage. 🎁 Trust is built before you even show up. The Google 7-11-4 rule says your audience needs → 7 hours with your content → 11 interactions, → and 4 locations before they buy Without an online presence, that takes months of handshakes and coffees. With one? It happens every single day through your posts, videos, and stories. 🎁 Visibility creates opportunities that competence alone cannot. Some of the most competent professionals I know can't be "found" online. And many of them eventually run out of work. Meanwhile, those who show up consistently and share their value? → They attract clients. → They get invited to speak. → They become #TopOfMind. 🌟 Here's what a strong online presence actually gives you: ✅ Credibility before you walk into any room ✅ Opportunities you didn't have to chase ✅ Trust built through content, not cold outreach ✅ The ability to scale your value beyond one-to-one conversations The professionals winning right now aren't the most talented. 👉🏻 They're the most visible. Visibility means showing up with substance. Consistently. Authentically. Even when no one is watching yet. Has your online presence opened doors you didn't expect? P.s. ✍🏻 I am Benjamin Loh, CSP, a strategic growth coach and consultant who has taught over 65,000 leaders in over 20 global cities and constructed some of the leading icons (TOT, Award Winners) in the financial industry in Asia through the power of authentic storytelling and authority building. 💪 Follow me for personal brand and growth insights. #personalbrand #linkedin #growthmindset #branding #socialmedia