Playbook For Amazon copertina

Playbook For Amazon

Playbook For Amazon

Di: Jeff Lieber
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A podcast for sellers looking to grow their sales on Amazon!2019 Economia Gestione e leadership Leadership Marketing Marketing e vendite
Episodi
  • Episode 118: Amazon Creator Connections: How to Drive Sales with Influencer Content

    Episode 118: Amazon Creator Connections: How to Drive Sales with Influencer Content
    Apr 28 2026
    https://youtu.be/_8eWUezGPAg Leverage Amazon’s Built-In Influencer Program to Boost Visibility and Conversions Creator Connections allows brands to partner with creators, drive traffic, and only pay for results—making it a low-risk way to scale sales. 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. What Is Creator Connections? 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: YouTube contentAmazon shoppable videosAmazon LiveBlog featuresSocial media promotions Because the program is performance-based, sellers only pay when a creator actually drives a sale. Why Brands Should Use It 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: Low-risk model: You only pay commissions when sales happenIncreased product visibility: Reach audiences beyond your own traffic sourcesNew customer acquisition: Tap into creators’ existing communitiesSimplified tracking: Amazon handles attribution and payments This makes it an appealing option for brands looking to grow through creator-led content while staying mindful of budget. How to Get Started 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: Campaign nameCommission rateCampaign budgetStart and end dateEligible ASINsCampaign messaging and creator brief 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. Best Practices Before Launching Before turning a campaign live, make sure the basics are covered. That includes: Confirming your listings are fully optimizedChecking that inventory levels are healthySetting realistic campaign goalsWriting a clear creator brief with helpful brand and product contextIncluding any legal or compliance language your brand requires 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. How to Manage Campaigns Effectively Once your campaign is live, success depends on active management. Creator Connections is not something you should set up and ignore. Brands should: Check creator messages regularlyMonitor participation and campaign activityVet creators before sending productsReview creator audience size, content quality, and engagementKeep internal notes, since the dashboard can be difficult to manage The transcript specifically points out that Amazon’s dashboard can be frustrating to work through, so staying organized internally is important. Ways to Improve Performance To get stronger results, consider layering in additional campaign strategies such as: Seasonal hooks: Prime Day, Black Friday, Cyber Monday, holiday gifting, or wellness trendsPromo codes: Private discounts can help increase click-through rate and conversionsFree product offers: Sending product to strong-fit creators can improve authenticity and content qualityLonger campaign windows: More time gives creators a better chance to generate results These small improvements can make campaigns more appealing to creators and more effective for your brand. What to Keep in Mind Creator Connections offers strong upside, but there are limits brands should understand upfront: You cannot fully control creator messagingYou cannot hand-pick who joins the campaignCreators are not required to submit content links into the dashboardSales are attributed when a customer purchases within 24 hours of clicking the creator’s link 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. Final Takeaway 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: Increase trafficReach new audiencesDrive conversionsScale influencer activity with less upfront risk For sellers who want a more measurable, performance-based approach to influencer marketing, Creator Connections is worth testing. Amazon SEO for Private Labels: Tips, Tools, and Strategies
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    8 min
  • Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling

    Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling
    Apr 17 2026
    https://youtu.be/_8eWUezGPAg Amazon Shoppable Collections: A New Way to Drive Cross-Selling Amazon’s New A+ Content Feature Brings a More Direct Shopping Experience 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. What Are Shoppable Collections? 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: Showcase multiple products in a single, themed collectionTag products directly within images for instant shoppingIncorporate video content for higher engagementLink customers to your Brand Store for deeper browsing This turns your product page into more of a guided shopping experience, rather than a static content section. Where to Find It in Seller Central To access Shoppable Collections: 1️⃣ Go to Seller Central2️⃣ Navigate to Advertising > A+ Content3️⃣ Click Create A+ Content4️⃣ Select Shoppable (next to Brand Story) From there, you can begin building your collection using Amazon’s available templates. Important: It Replaces Brand Story 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: Do you prioritize storytelling?Or do you prioritize conversion and cross-selling? Amazon is clearly leaning toward the latter. Why This Matters for Your Strategy 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: Increase average order value (AOV) through cross-sellingDrive faster purchase decisions with visible pricing and clickable productsKeep customers engaged higher up on the page In short, it’s designed to convert, not just inform. Key Features to Leverage Shoppable Collections come with several powerful features: 1. Product Grouping You can organize products into themed collections such as: Best SellersKitchen EssentialsHoliday Favorites This allows you to guide the customer journey and highlight complementary products. 2. Interactive Images & Video You can combine: Lifestyle imageryProduct-focused visualsShort-form videos This creates a more engaging experience compared to traditional A+ Content blocks. 3. Built-In Cross-Selling Unlike traditional cross-sell modules placed lower on the page, Shoppable Collections appear higher on the listing, increasing visibility and interaction. 4. Backup ASIN Functionality 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. Best Practices to Maximize Results Because this feature is new (and still evolving), testing and strategic execution are key. 1. Build Seasonal & Themed Collections Take advantage of flexibility by creating: Holiday gift guides“Gifts for Him/Her”Stocking stuffersLast-minute deals This is especially powerful for Q4 and peak shopping periods. 2. Cross-Sell Intentionally Think beyond random product groupings. Instead, bundle products that naturally go together: Complementary itemsFrequently purchased togetherProduct ecosystems The goal is to increase cart size, not just clicks. 3. Use All Available Modules Amazon offers multiple content blocks within this feature. To maximize performance: Use high-quality visualsIncorporate video where possibleFully build out each section More engagement = higher conversion potential. 4. Test Against Your Brand Story Since this replaces Brand Story, don’t guess—test it. Launch Shoppable CollectionsMonitor conversion rate and engagementCompare performance vs. your previous Brand Story If it underperforms, you can always revert or iterate. Is It Worth It? 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: Learn fasterOptimize soonerGain a competitive edge in conversion and AOV Summary 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: Create interactive, shoppable experiencesDrive cross-selling higher on the pageIncrease conversions and average order value As Amazon continues prioritizing shopping-first content, this is a feature you should not ignore.
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    8 min
  • Episode 117: How to Start 2026 Strong: Turn Q4 Momentum into Q1 Growth

    Episode 117: How to Start 2026 Strong: Turn Q4 Momentum into Q1 Growth
    Dec 30 2025

    https://youtu.be/S_K6ctFXOkY?si=NUpdVnObSu0U7IRl

    Build on Q4 Success and Set Your Brand Up for a Strong Start to the Year

    From analyzing holiday performance to optimizing listings and leveraging new trends, here’s how to carry momentum into 2026.

    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.

    Analyze Your Q4 Performance

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

    • Top-performing products: Identify which ASINs had the highest demand
    • Peak sales days: Look at when sales spiked and what drove those results
    • Successful tactics: Evaluate promotions, PPC campaigns, and listing changes
    • Inventory performance: Identify stockouts or fulfillment issues
    • Returns and reviews: Use customer feedback to uncover product or listing improvements

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

    Turn Holiday Shoppers into Repeat Customers

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

    • Retargeting with Amazon DSP or Sponsored Display
    • Brand Tailored Promotions to re-engage past shoppers
    • Subscribe & Save to encourage repeat purchases
    • Virtual bundles to increase average order value

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

    Optimize Listings for the New Year

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

    • Keyword updates: Use fresh Q4 data from tools like Helium 10 or Jungle Scout
    • Creative refresh: Update images and videos based on customer feedback
    • Conversion improvements: Optimize titles, bullet points, and A+ content
    • A/B testing: Experiment with new creatives and messaging

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

    Leverage New Tools and Features

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

    • Shoppable Collections: A new A+ Content format to improve cross-selling
    • AI tools (like Rufus): Optimize listings by fully completing all content fields
    • 3D and AR content: Enhance product visualization with 3D models and virtual try-on

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

    Explore Growth Opportunities in 2026

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

    • B2B selling: Tap into Amazon Business for additional revenue streams
    • Sustainability positioning: Highlight eco-friendly certifications
    • Marketplace expansion: Test platforms like Walmart or Target

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

    Final Takeaway

    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.
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    14 min
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