DTC Podcast Episode Summary: Ep 532 - What Smart Brands Do Differently on Amazon (Plus an Epic Clifford Rant on Seller Feedback Changes)

Release Date: August 8, 2025

The latest episode of the DTC Podcast, hosted by Eric Dick alongside the Pilothouse Amazon brain trust, delves deep into the intricacies of selling on Amazon. Titled "What Smart Brands Do Differently on Amazon (Plus an Epic Clifford Rant on Seller Feedback Changes)," this episode provides invaluable insights for direct-to-consumer (DTC) brands navigating the competitive Amazon marketplace. The discussion spans from common misconceptions about Amazon selling to strategic advertising approaches, recent platform changes, and crucial advice on selecting the right agency partners.

1. Common Misconceptions About Selling on Amazon

Timestamp: [00:00 - 05:25]

Eric initiates the conversation by addressing the prevalent misunderstandings brands have when venturing onto Amazon. He probes into the biggest misconceptions, opportunities, and common pitfalls brands encounter before collaborating with expert agencies.

• Rob highlights a fundamental error: "Brands think they can just put their product on Amazon and do nothing else. No advertising, no real lean into creative, no real lean into SEO. They just think it's truly free sales..." ([01:04]). He emphasizes that without proactive marketing efforts, brands miss out on Amazon's vast potential.

• Clifford echoes Rob's sentiments, adding that many brands treat Amazon merely as another sales channel rather than recognizing its unique ecosystem. He states, "They are taking it seriously, but they're still trying to come at it with the exact same approach that they're using everywhere else..." ([01:55]).

2. Effective Strategies for Amazon Selling

Timestamp: [05:25 - 16:19]

The discussion shifts to actionable strategies that distinguish successful brands on Amazon from the rest.

• Rob draws parallels between Amazon and traditional retail, noting the necessity of investing in "shelf placement," promotions, and creative listing enhancements ([03:21]). He advises treating Amazon with the same strategic marketing efforts as brick-and-mortar stores.

• Clifford underscores the importance of platform-specific experience. He advises brands to:

  • "Know what works, what doesn't, why you'd be doing certain things..." ([04:20]).
  • Strategically allocate advertising spend to targeted keywords rather than broad terms that yield low returns ([05:43]).
  • Utilize sponsored brand ads to dominate relevant search results ([06:19]).

3. Changes in Amazon's Google Advertising Approach

Timestamp: [08:03 - 09:21]

The hosts discuss Amazon's recent decision to withdraw its spend from Google Shopping campaigns.

• Rob explains, "Amazon used to spend on Google shopping ads to promote products relevant to those searches, and they stopped that." ([08:16]). This shift has potentially opened up more advertising opportunities on Google for brands affected by this change.

4. Clifford's Rant on Seller Feedback Changes

Timestamp: [09:21 - 16:19]

Clifford delivers a passionate critique of Amazon's evolving seller feedback system.

• He contrasts product reviews with seller feedback, highlighting the latter's diminishing relevance in the era of Fulfilled by Amazon (FBA). "Seller feedback is now almost irrelevant because Amazon handles most of the post-purchase experience..." ([09:28]).

• Clifford expresses frustration over Amazon's update allowing customers to leave star-only seller feedback without comments. "Now someone could just leave you a one-star feedback. There's nothing that you can get rid of..." ([14:39]). He argues this change undermines sellers' ability to maintain accurate feedback scores, potentially leading to unjust penalties and incentivizing shady practices.

5. Upcoming Changes to Amazon's Prep Services

Timestamp: [16:19 - 19:22]

The conversation shifts to Amazon's impending cessation of prep and item labeling services effective January 1, 2026.

• Rob informs listeners, "As of January 1, 2026, Amazon will no longer prep, offer prep and item labeling services." ([16:31]). This forces brands to ensure their products are fully prepped before shipment, adding an extra layer of responsibility.

• Clifford elaborates on the types of prep required, such as "bubble wrapping, plastic bagging..." ([18:03]), and cautions about the potential complications if products arrive unprepared post-policy change.

6. Concerns About Agency Team Locations

Timestamp: [19:22 - 22:44]

Eric raises an intriguing observation regarding brands' increasing concerns about the geographical locations of their agency teams.

• Rob notes a trend where brands are more inquisitive about media buyers' locations, citing potential issues like language barriers and time zone differences. "There are concerns around language barriers, communication, time frames..." ([20:15]).

• Clifford adds, "There's not a standardized education process for DTC, so brands have to weed out who really knows what they're doing..." ([20:39]), emphasizing the importance of collaborating with reputable, experienced agencies.

7. Identifying Credible Agencies vs. Pretenders

Timestamp: [23:20 - 29:09]

The hosts provide actionable advice for brands aiming to differentiate between genuine agency contenders and mere pretenders.

• Rob suggests brands should inquire about the agency's spend allocation and keyword segmentation strategies. He warns against agencies overly reliant on automation without strategic oversight: "The more they talk up a black box automation, the more it's likely to leave money on the table." ([27:44]).

• Clifford recommends conducting thorough audits by:

  • Reviewing search term reports to ensure spending aligns with desired keywords ([25:15]).
  • Confirming regular bid adjustments and the presence of bid adjustments for top campaigns ([26:54]).
  • Directly communicating with media buyers to verify their expertise and understanding of PPC management ([28:27]).

8. Conclusion and Key Takeaways

Timestamp: [29:09 - 30:03]

As the episode winds down, Eric and Rob reflect on the critical insights shared, emphasizing the importance of strategic investment in Amazon advertising, staying informed about platform changes, and selecting the right agency partners to navigate the complexities of Amazon selling.

Key Takeaways:

• Strategic Advertising: Treat Amazon as a distinct marketplace requiring dedicated marketing efforts beyond mere product listings.
• Platform Expertise: Collaborate with agencies possessing deep, platform-specific experience to avoid common pitfalls.
• Stay Informed: Keep abreast of Amazon's policy changes, such as seller feedback and prep services, to adapt strategies accordingly.
• Agency Selection: Use targeted questions and audits to discern capable agencies from less competent ones, ensuring effective PPC management.

For more in-depth strategies and tactical insights on scaling your DTC brand, subscribe to the DTC Newsletter and stay tuned to future episodes of the DTC Podcast.