Episode description

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Amazon is a crucial sales channel, but most brands fail to merchandise their products effectively. In this episode of the DTC Podcast, Rob & Clifford from Pilot House’s Amazon team break down the key strategies to optimize Amazon listings for better visibility, conversion, and profitability.

🚀 What You’ll Learn:

Why variation strategy is critical for increasing visibility and conversions.

How to align your Amazon merchandising strategy with your broader brand goals.

The importance of shopping your own listings to eliminate friction in the buying process.

How to optimize for different levels of buying intent—commodity, fashion, and consultative purchases.

Why brands should not rely on Amazon Vendor Central for their merchandising.

Amazon is not a passive sales channel. If you're not actively optimizing your merchandising strategy, you're leaving revenue on the table. Tune in to get the insights you need to level up your brand’s presence on the platform.

Timestamps

00:00 Introduction to Amazon Merchandising

02:10 Understanding Amazon’s Unique Shopping Experience

04:50 Strategic Brand Positioning on Amazon

07:30 The Role of Variations in Merchandising

10:15 Traffic Intent and Brand Store Strategy

12:40 On-Brand Aesthetics for Amazon Listings

15:20 Lessons from Dr. Squatch and Manscaped

18:00 Improving the Customer Buying Experience

21:30 Tariffs and Their Impact on Amazon Sellers

24:50 Key Takeaways and Final Thoughts

Hashtags

#AmazonSelling #EcommerceTips #AmazonFBA #DTC #EcommerceMarketing #AmazonStrategy #DigitalMarketing #OnlineSelling #RetailTrends #AmazonMerchandising

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