Podcast
Playbook For Amazon
Hosted by Jeff Lieber · EN
A podcast for sellers looking to grow their sales on Amazon!
15episodes
Episodes
Newest firstAll episodes
Episode 118: Amazon Creator Connections: How to Drive Sales with Influencer Content
Apr 2800:08:29Tap to summarizehttps://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 content Amazon shoppable videos Amazon Live Blog features Social 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 happen Increased product visibility: Reach audiences beyond your own traffic sources New customer acquisition: Tap into creators’ existing communities Simplified 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 name Commission rate Campaign budget Start and end date Eligible ASINs Campaign 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 optimized Checking that inventory levels are healthy Setting realistic campaign goals Writing a clear creator brief with helpful brand and product context Including 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 regularly Monitor participation and campaign activity Vet creators before sending products Review creator audience size, content quality, and engagement Keep 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 trends Promo codes: Private discounts can help increase click-through rate and conversions Free product offers: Sending product to strong-fit creators can improve authenticity and content quality Longer 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 messaging You cannot hand-pick who joins the campaign Creators are not required to submit content links into the dashboard Sales 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 an...
Transcribe →Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling
Apr 1700:08:29Tap to summarizehttps://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 collection Tag products directly within images for instant shopping Incorporate video content for higher engagement Link 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-selling Drive faster purchase decisions with visible pricing and clickable products Keep 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 Sellers Kitchen Essentials Holiday Favorites This allows you to guide the customer journey and highlight complementary products. 2. Interactive Images & Video You can combine: Lifestyle imagery Product-focused visuals Short-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 stuffers Last-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 items Frequently purchased together Product 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 visuals Incorporate video where possible Fully build out each section More engagement = higher conversion potential. <h3 data-section-id="15bku2s" data-start="4790" da...
Transcribe →Episode 117: How to Start 2026 Strong: Turn Q4 Momentum into Q1 Growth
Dec 3000:13:52Tap to summarizehttps://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.
Transcribe →Episode 115: Navigating the Tariff Maze: Winning Strategies for 2025
Aug 2000:45:48Tap to summarizehttps://youtu.be/5zFfRGlhzmk?si=wwAVIoLRhWtC4Nmo How to Lower Tariffs and Protect Your Margins in 2025 With tariffs in flux and sourcing pressure on the rise, here’s how Amazon sellers are adapting — and what you can do to stay one step ahead. Tariffs are back in the spotlight — and with new volatility around China and shifting global trade deals, Amazon sellers need to move fast to protect profitability. In this special segment of our May Capitalism Coaching Round Table, we broke down exactly what’s happening with tariffs and what strategies are actually working right now. Here’s your complete guide to staying profitable and supply chain-resilient. Current Tariff Landscape China: Temporarily reduced from 145% → ~34% total with added fees. This “pause” is scheduled to expire August 12, 2025 unless a new deal is reached. UK: A new trade deal now caps tariffs at 10% and strengthens IP protection for U.S. sellers. Canada & Mexico: Standard import tariff remains at 25% for most goods. If your business depends on Chinese manufacturing, now is the time to diversify and restructure your supply chain. 6 Actionable Tariff Strategies for Sellers 1. Negotiate with Current SuppliersMany Chinese suppliers already have partnerships or factory access in lower-tariff countries — but you won’t know unless you ask.Ask about: Lower-cost materials or production methods Sister factories in countries like Vietnam or India Moving molds or partial assembly abroad Better payment terms or bulk discounts to offset tariff costs Build a real relationship. Suppliers are more likely to help when you treat them like long-term partners. 2. Diversify Your Sourcing CountriesIt’s no longer optional — it’s strategic risk management.Explore options in: Vietnam India Bangladesh Other low-duty zones based on your category Use expos, sourcing platforms (like Alibaba or Global Sources), and trusted sourcing agents to run test orders. Don’t wait until you’re in a pinch — secure backups now. 3. Optimize Inventory and LogisticsReducing tariff impact isn’t just about origin — it’s also about smart movement. Store imports in Foreign Trade Zones or bonded warehouses to defer duty payments Transship through lower-tariff countries before U.S. entry Audit packaging and weight to lower dimensional fees and shipping costs Bonus: These steps also increase agility during busy seasons and reduce cash flow pressure. 4. Adjust Pricing and Product PositioningTariff-related cost increases don’t always require dramatic price hikes.Instead: Use bundles to increase perceived value Add Subscribe & Save to drive long-term LTV Make gradual price shifts over time Emphasize premium features and reviews in your listing to justify price differences 5. Leverage Tariff ClassificationsNot all import codes are created equal. Revisit your HS codes with a customs broker Explore modifications to materials or assembly to reclassify your product Look into country-of-origin rules that allow you to change classification via final assembly in a different country Even small changes can significantly lower your tariff percentage. 6. Use Expert Sourcing SupportTurnKey has vetted sourcing partners who can: Relocate production Negotiate directly with factories Run global supplier searches tailored to your product Coordinate logistics and quality checks If you’re doing $1M+ in annual revenue and actively looking to exit China, we can either manage the transition for you or refer you to a trusted fit. Real Talk: Don’t Wait! Tariff policy can shift with a tweet — and sellers who move early protect their margins first. The good news? There are options. Smart negotiation, strategic sourcing, and inventory optimization can help you weather this volatility and come out stronger on the other side.
Transcribe →Episode 114: Unlocking the Power of Amazon’s Customer Journey Analytics Report
Apr 22, 202500:11:46Tap to summarizehttps://youtu.be/SLJhLjRNEMo Master Your Amazon Strategy with Customer Journey Insights Discover how Amazon’s new Customer Journey Analytics Report can transform your brand’s marketing, pricing, and retention efforts Amazon introduced the Customer Journey Analytics Report, a game-changing tool within Brand Analytics that tracks how customers engage with your brand across their purchasing journey. From awareness to purchase, this report provides actionable insights into customer touchpoints, drop-off rates, and conversion opportunities. Here’s what the report offers: Date Range Options: Choose between weekly or monthly data (quarterly still pending). Customer Journey Flow: See how customers move from awareness (category vs. branded searches) to consideration (detail page visits), intent (add-to-cart or wishlist actions), and purchase (sales and repeat behavior). Key Metrics: For example, 32,547 customers searched a brand, with a 32.25% increase in awareness, while 2,087 completed purchases, driving $141,107.81 in sales. Why It Matters: Optimize PPC Campaigns: Analyze branded vs. category search engagement to refine ad targeting. Enhance Listings: Track drop-offs after changes to titles, images, or pricing to boost conversions. Smarter Pricing: Find the perfect price point by monitoring how adjustments impact sales. Increase CLV: Tailor retention strategies based on repeat purchase insights. While the lack of quarterly reporting limits deeper repeat purchase analysis, comparing monthly trends can still reveal powerful patterns. Dive into this report today to elevate your Amazon strategy!
Transcribe →Episode 113: How to Break Into Big Box Retail with Yohan Jacob of Retailbound
Apr 15, 202500:22:07Tap to summarizehttps://youtu.be/RAQtEnRB4R8 Breaking Into Retail: Insights from Retailbound’s Yohan Jacob Learn how to take your brand from e-commerce to big box retail shelves with expert advice from Yohan Jacob, founder of Retailbound. In this Episode of Playbook for Amazon, host Alex welcomes Yohan Jacob, the president and founder of Retailbound, a firm that has guided over 500 product brands into major retailers like Best Buy, Walmart, and Costco. With 18 years of experience, Yohan shares how the retail landscape has evolved since he started Retailbound in 2008, especially with the rise of e-commerce and omnichannel strategies. Yohan discusses the shift from traditional brick-and-mortar retail to omnichannel approaches, accelerated by COVID-19, and highlights how retailers like Best Buy have adapted with curbside pickup and enhanced digital platforms. He also notes the growth of direct-to-consumer (DTC) brands like Peloton and Casper, alongside the power of social media marketing in today’s retail world. Retailbound specializes in helping brands with innovative, durable products (think consumer electronics, sporting goods, and housewares) break into retail. Yohan shares a success story of a smart ring brand, Ultra Human, which went from a crowdfunding campaign to generating $1.5 million in sales on QVC and expanding to 2,500+ stores across the US and Canada. The episode also dives into Retailbound’s two key programs: Retailbound Launch, a comprehensive service for brands ready to hit retail shelves, and Retailbound Accelerator, a group coaching program for smaller inventors seeking retail education. Yohan emphasizes the importance of a strong Amazon presence before approaching retail buyers, offering practical advice for entrepreneurs at any stage. Listen to the full episode to discover how to make your brand retail-ready and connect with Yohan at retailbound.com!
Transcribe →Episode 112: Amazon PPC Updates 2025: New Conversion Path Reporting & New-to-Brand Metrics Unveiled
Mar 31, 202500:12:32Tap to summarizehttps://youtu.be/WgIX9AhKhUA Unlocking Amazon PPC Insights for 2025 How Conversion Path Reporting and New-to-Brand Metrics Are Revolutionizing Amazon Advertising What Is Conversion Path Reporting? Amazon’s new Conversion Path Report offers a comprehensive view of your customers’ path to purchase across multiple ad types, including Amazon DSP, Sponsored TV, Sponsored Display, Sponsored Brands, and Sponsored Products. This report highlights the most effective touchpoints that lead to conversions, empowering advertisers to: Identify Optimal Ad Combinations: Discover which campaign types and formats drive engagement and sales. Understand Cross-Channel Influence: See how different ad types work together to influence purchase decisions. Balance Awareness and Performance: Build full-funnel strategies that blend brand awareness with performance-driven campaigns. Optimize Budget Allocation: Measure the impact of your strategies to plan future spending effectively. For example, the report might show a path like “Sponsored Products > Purchase” generating $9,172 in sales or “Display (Amazon DSP) > Sponsored Products > Purchase” yielding $839. These insights reveal patterns previously hidden from advertisers. How to Access Conversion Path Reporting Top 5 Paths: In the Ads Console, navigate to Campaign Manager via the left menu. Your top five conversion paths will appear in the insight cards at the top of the campaigns page. Custom Date Range: For a deeper dive, go to Measurement and Reporting > Sponsored Ads Reports > All Amazon Campaigns. Select your date range, run the report, and download it once processed (note: this may take some time). Why It Matters Conversion Path Reporting provides a window into how customers interact with your ads throughout their shopping journey. By moving beyond last-click attribution, brands can pinpoint high-impact ad sequences, make real-time adjustments, and maximize advertising efficiency—ultimately improving return on ad spend (ROAS). New-to-Brand Metrics Expansion The second major update is the expansion of New-to-Brand Metrics, now including Sponsored Products—the ad type accounting for roughly 78% of Amazon ad spend. Previously, New-to-Brand data (tracking purchases from customers who hadn’t bought from your brand in the past 12 months) was unavailable for Sponsored Products. Now, with this data accessible via the Conversion Path Report, advertisers can unlock powerful insights. Why New-to-Brand Metrics Are Essential Measure Customer Acquisition: Assess how effectively your campaigns attract first-time buyers. Evaluate Brand Loyalty: A lower New-to-Brand percentage might signal strong repeat customer loyalty, while a higher rate indicates successful awareness campaigns. Optimize Ad Performance: Tailor strategies across ad types to convert new customers efficiently. Balance Cost and Value: Estimate customer acquisition costs (CAC) against lifetime value (LTV) for smarter budgeting. Drive Market Growth: Track trends to ensure your brand continuously reaches new audiences. For instance, knowing that a Sponsored Products ad led to a $9,172 sale—mostly from New-to-Brand customers—helps you refine targeting and creative to attract more first-time buyers. How These Updates Support Optimization Together, these tools enable data-driven decision-making: Reduce Wasted Spend: Eliminate ineffective touchpoints and focus on high-performing paths. Boost Retention: Refine remarketing efforts based on repeat purchase behavior. Enhance Creatives: Craft compelling ads tailored to different funnel stages. Strengthen Attribution: Move beyond last-click models for a more accurate view of what drives conversions. Amazon’s willingness to share this data signals a shift toward transparency, offering brands the tools to make smarter, more impactful advertising decisions in 2025 and beyond.
Transcribe →Episode 111: Amazon Goal Setting for 2025: Metrics, Strategies & Trends for Success
Feb 27, 202500:15:46Tap to summarizehttps://www.youtube.com/watch?v=Zo-UwxYINZ4 How to Leverage Influencers to Grow Your Amazon Brand Explore practical tips for outreach, tracking, and structuring deals with influencers to elevate your Amazon success. In today’s digital landscape, influencer marketing is a potent strategy for expanding your brand’s reach, especially on platforms like Amazon. This overview sheds light on the essentials of utilizing influencers to boost your sales and enhance brand awareness. Why Partner with Influencers?Working with influencers allows you to tap into new audiences, increasing your brand’s visibility and trust. Through authentic content, influencers can drive external traffic to your Amazon listings, offering you user-generated content useful for social media and other promotional avenues. Finding the Right InfluencersBegin by defining your criteria—such as follower count and engagement rate—before seeking influencers. Platforms like Amazon’s Creator Connections can streamline this process, providing a marketplace to connect with potential partners. Tracking and CompensationUtilize Amazon’s tools like attribution links to track sales from influencer campaigns. Structure your compensation strategy, considering free products or commission-based incentives, to align with your budget. For more information about influencer strategies, reach out to expert services that can help manage these relationships effectively.
Transcribe →Episode 110: Harnessing the Power of Influencer Partnerships on Amazon
Feb 11, 202500:18:43Tap to summarizehttps://www.youtube.com/watch?v=Zo-UwxYINZ4 How to Leverage Influencers to Grow Your Amazon Brand Explore practical tips for outreach, tracking, and structuring deals with influencers to elevate your Amazon success. In today’s digital landscape, influencer marketing is a potent strategy for expanding your brand’s reach, especially on platforms like Amazon. This overview sheds light on the essentials of utilizing influencers to boost your sales and enhance brand awareness. Why Partner with Influencers?Working with influencers allows you to tap into new audiences, increasing your brand’s visibility and trust. Through authentic content, influencers can drive external traffic to your Amazon listings, offering you user-generated content useful for social media and other promotional avenues. Finding the Right InfluencersBegin by defining your criteria—such as follower count and engagement rate—before seeking influencers. Platforms like Amazon’s Creator Connections can streamline this process, providing a marketplace to connect with potential partners. Tracking and CompensationUtilize Amazon’s tools like attribution links to track sales from influencer campaigns. Structure your compensation strategy, considering free products or commission-based incentives, to align with your budget. For more information about influencer strategies, reach out to expert services that can help manage these relationships effectively.
Transcribe →Episode 109: Mastering Q4 Amazon Strategies: Boost Sales and Maximize Holiday Visibility
Nov 15, 202400:12:53Tap to summarizehttps://youtu.be/zcp7sr-ciV0 Mastering Q4 Amazon Strategies: Boost Sales and Maximize Holiday Visibility Mastering Q4 Amazon Strategies: Boost Sales and Maximize Holiday Visibility The holiday season in Quarter 4 or Q4 is a critical time for Amazon sellers to maximize visibility and revenue, especially during high-demand shopping events like Black Friday and Cyber Monday.To stay competitive, sellers should employ targeted strategies across discounts, promotions, and content. Start by offering a 20% Prime Exclusive Discount that covers both Black Friday and Cyber Monday, streamlining pricing and attracting deal-seeking shoppers. If Prime discounts aren’t an option, consider using coupons to maintain competitive visibility. Amazon’s brand-tailored promotions can also drive conversions by targeting specific audiences, such as past customers and cart abandoners. Boost brand engagement with holiday-themed Amazon Posts that highlight your product as a gift, and increase post frequency for greater visibility. Collaborate with influencers through Creator Connections for ongoing exposure, allowing influencers to showcase products throughout the season. Updating your Amazon storefront with seasonal images and gift guides can create a festive atmosphere for shoppers, especially when scheduled from mid-November through New Year’s.Finally, drive external traffic to your listings through email and social media campaigns with Amazon attribution links, focusing on holiday gift guides and last-minute offers to capture seasonal urgency. Combining these Q4 strategies can drive visibility and conversions,ensuring a successful holiday season on Amazon.
Transcribe →