Brain Driven Brands: Amazon’s 25% Upsell Secret (That You Can Totally Steal) - Episode Summary

Release Date: May 22, 2025

In this insightful episode of Brain Driven Brands, host Sarah Levinger delves into advanced neuromarketing strategies employed by industry giants like Amazon. Focusing on a powerful upsell technique that can boost e-commerce sales by up to 25%, Sarah provides actionable tactics that any brand can implement to enhance their marketing efforts.

1. Introduction to Amazon’s Upsell Secret

The episode kicks off with Sarah and her co-host Nate engaging in light-hearted banter before transitioning into the core topic: Amazon’s effective upsell strategy. Sarah introduces the concept of leveraging psychological principles to influence consumer behavior, setting the stage for a deep dive into specific tactics.

2. The Power of Arrows in Advertising

Sarah shares a compelling study she tweeted about, highlighting how the strategic placement of arrows in advertisements can significantly increase viewer engagement.

Sarah (02:41): "Adding arrows to your ad will increase the time people spend on your ad, even if they don't point to anything."

The discussion reveals that arrows activate both reflexive attention (automatic, impulsive reactions) and intentional attention (deliberate, focused assessment), making ads more interactive and engaging.

Nate (02:51): "Have you seen the posts where all the arrows and words are small and they make you go around the whole thing?"

This tactic not only draws attention but also creates a sense of a game, encouraging viewers to explore the ad further.

3. Horizontal vs. Vertical Product Displays

The heart of the episode examines how the orientation of product displays on websites can influence purchasing decisions. Sarah introduces a key psychological hack:

Sarah (04:17): "This psychology hack can make people choose higher quality, more expensive products, but if you use it in the opposite direction, it will encourage a choice of cheaper options."

Through a series of experiments, it was found that horizontal product displays (left to right) make consumers 25.7% more likely to select higher-priced, higher-quality items compared to vertical displays (top to bottom), which tend to steer consumers toward more affordable options.

Sarah (06:09): "Horizontal product displays on websites make people choose higher quality, more expensive products like Amazon, when things are laid out side by side."

4. Application and Testing in E-Commerce

Nate and Sarah discuss how these insights can be applied to their own e-commerce strategies. They explore the layout of their website’s product displays, considering adjustments from three-across grids to potentially four or five across to see if it impacts average order value (AOV).

Nate (07:01): "We have a three across on desktop, but then it's the whole grid down on mobile."

They emphasize the importance of A/B testing different layouts to determine what works best for their specific product range. The conversation highlights the need for continuous experimentation to optimize conversion rates.

5. Understanding Product Types: Hedonic vs. Utilitarian

Sarah and Nate differentiate between hedonic products (which provide pleasure and emotional satisfaction) and utilitarian products (which are practical and functional). They suggest that:

• Hedonic products benefit more from horizontal displays as consumers are likely to associate higher prices with better quality and enhanced experiences.
• Utilitarian products might perform better with vertical displays, as consumers focus on functionality and cost-effectiveness.

Sarah (14:30): "Would you consider a supplement a hedonic product or utilitarian one?"

This nuanced understanding allows brands to tailor their website layouts based on the nature of their products, enhancing the overall shopping experience and increasing sales.

6. Key Insights and Takeaways

• Arrow Usage: Incorporating arrows in ads can significantly boost engagement by tapping into both reflexive and intentional attention pathways.

• Display Orientation: Horizontal product layouts can lead to a substantial increase in the selection of higher-priced items, making it a valuable strategy for premium brands aiming to elevate their AOV.

• Customization Through Testing: Brands should conduct A/B tests to determine the most effective product display orientations based on their unique product offerings and target audience behaviors.

7. Conclusion

Sarah wraps up the episode by reinforcing the importance of applying psychological principles to marketing strategies. By adopting tactics like strategic arrow placement and optimizing product display orientations, e-commerce brands can enhance consumer engagement, increase sales, and build stronger brand loyalty.

Sarah (16:25): "This is a pretty simple one. I feel bad. This is going to be kind of a short show, but maybe that's better for Scotty."

The episode provides valuable, actionable insights for marketers and brand owners looking to leverage neuromarketing techniques to drive business growth.

Notable Quotes:

• Sarah (02:41): "Adding arrows to your ad will increase the time people spend on your ad, even if they don't point to anything."

• Sarah (04:17): "This psychology hack can make people choose higher quality, more expensive products, but if you use it in the opposite direction, it will encourage a choice of cheaper options."

• Sarah (06:09): "Horizontal product displays on websites make people choose higher quality, more expensive products like Amazon, when things are laid out side by side."

For more insights and strategies on leveraging psychology in your brand, tune into Brain Driven Brands and join their community for ongoing support and learning.