Chapter 1: Why do Amazon sellers feel stuck?
Today, we're gonna be talking about the four pillars of growth on Amazon, because we wanna make sure that you are scaling and not just what you see here, which is spinning your wheels.
Chapter 2: What are the four pillars of Amazon growth?
So does this sound familiar? You're doing all these things you think you're supposed to be doing, updating bids, listing optimization, keywords. None of that is wrong.
Chapter 3: How does click-through rate impact sales on Amazon?
We say it's good, but is that really the thing that's gonna get you moving forward?
Chapter 4: What is the dynamic pricing strategy for Amazon sellers?
Because you may feel like you're spinning your wheels and not getting the traction that you ultimately want. And the reality is it might just be you have the wrong strategy. But the good news is that's not your fault. And it is something you can fix.
Chapter 5: How do promotions differ from coupons and deals?
And we're going to show you how to do that here. Because a lot of people out there, they're just chasing outdated hacks when it really comes down to having the right strategy, as we like to call the four pillars of growth on Amazon. We'll go more in depth on what those four pillars are. Plus, we have a bonus fifth there as well. Let's go ahead and get into it.
So let's talk a little bit about what are these four pillars and why are they important?
Absolutely. So, you know, Kevin showed earlier, everyone, the kind of circular design we have there for the full service side of things, right? And like what all is encompassing within that. The reality is, is that realistically, you can break all growth pillars on Amazon down to four pillars. The first one being SEO. So SEO, everyone knows that is your title. That is your bullet points.
Chapter 6: What design mistakes can kill conversion rates?
That is your description, your backend search terms as well. That is all of your SEO is how you index rank are actually seen on Amazon's platform because the way Amazon's algorithm works is if you are ever actually trying to push something or trying to show up for a certain keyword, you need to have that keyword with inside of your SEO. So that is always going to be our first pillar.
That is what we would consider our organic side of things. The second pillar is PPC, the growth engine behind most Amazon brands. There are very, very few brands in this day and age that can do Amazon without any form of PPC. I even actually recently just talked to a brand this week at a conference I was at and
They're not spending anything on Amazon PPC, but they spend roughly six figures per month on meta ads, TikTok ads and Google ads. And so there's always going to be some form of just advertising or PPC that you have to do to actually elicit growth on the platform. So that's always going to be our second pillar. That is what we consider to be our paid pillar.
Now our third pillar is going to be design. So design is, I think the most impactful thing for buyers on the platform and customers, just because we always like to say pictures are for people and reading is for robots, right? And so anytime you are ever thinking about how to optimize the product detail page design should be the very first thing that you are looking at.
People do not read your titles. They don't read your bullet points. They definitely aren't reading your description. What they are do is they are going to scroll through your image stack. They might come down and look at your brand story, your A plus content. Those are going to be your big impactors, right?
And so design is always going to be how we kind of, at the end of the day, convert on listings. Now the fourth pillar is, within here is going to be what we call catalog merchandising. And I think this one is a little confusing to most people as to what is all encompassing of catalog merchandising.
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Chapter 7: How can AB testing improve conversion rates on Amazon?
And so catalog merchandising is all encompassed within this idea of any type of promotion you run, any type of influencer campaign or coupon you run, any form of actual merchandising of your products outside of This can even be as simple as a strike through price, which many people know about, right?
Everyone knows about the age old strike through, but that is what is encompassing of catalog merchandising. It's very similar in the sense of the PPC side in being a huge mover. But at the end of the day, when we're thinking about something like conversion, that's realistically what catalog merchandising is, is just helping boost all of that conversion at the end of the day.
So how does all of that come into the fifth secret pillar there? Well, the fifth secret pillar, if you guys saw was click-through rate, which you could consider within the third pillar design, but it's not. Click-through rate is its own individualistic thing. Most recently, actually, I'll try and find the actual post as well. But for those that don't know, there is a platform called Smart Scout.
And the owner of that platform, Scott Needham, he does a lot of data. He digs into data all the time.
Chapter 8: What fundamentals must every Amazon seller learn?
I actually just found the post here as well. But essentially, Scott Needham had pulled enough data to see that he top clicked product within any Amazon search gets 18.5% of all of the sales. And so that is why click-through rate in itself- Oh, wow. Yeah, exactly.
So that's why click-through rate is such a huge, huge mover at the end of the day is because if you can be the top clicked product, you are also going to get the majority of the market share. And so click-through rate gets to be its own little special category that is all encompassing of the rest of the categories.
So diving in, I think, to each one of the categories, is there a specific one you want to start with, Kevin?
Yeah, so let's go beyond like everybody loves the sexy stuff, PPC and SEO, keyword optimization and listing stuff. That's what gets headlines. That's what get more people to sign up. We get it. We're not against those.
But why is it important to focus on things like catalog, the back end stuff that like you feel like it's just collecting dust or the, you know, the design, which so many people think it's like set and forget and they've got the same design from 2018 on their listings.
Yeah, absolutely. So let's let's dig into catalog merchandising and why it's so important. So I think the best way to actually kind of start that as well, is to talk about something called dynamic pricing. And so I'll pull something up here on the screen here in a second. But we have even on our website, entire article that we put together, but we have a guide to what is called dynamic pricing.
But what is dynamic pricing? So dynamic pricing is basically the practice of once per month or once per week, even it can be individualistic, right of timeline, but it's essentially where you are doing a very specific price point for shoppers, right, you are trying to get a boost in overall sales volume and revenue. And this is where the idea of merchandising in general comes into play. And
A lot of people probably don't even realize that this takes place all the time in even like retail and grocery stores, right? Every single person has gone through a grocery store on let's say a Tuesday and notice that Tuesdays have very different deals and sale prices for different types of products compared to Saturday or Sunday, right? And that is very intentional.
That is what we consider to be dynamic pricing in the sense that we are basically setting up a specific sales cycle that so that we can boost sales during specific periods. So dynamic pricing is something that we always play around with. And on average, we're going to typically see sellers get a two to three X in daily sales volume increase during these dynamic pricing times.
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