5 Takeaways from My Amazon Guy, Steven Pope

In an insightful interview, we sit down with Steven Pope, the founder of My Amazon Guy, a renowned Amazon agency that helps brands unlock their full sales potential. Steven shares his wealth of knowledge and expertise in navigating the ever-evolving world of Amazon and e-commerce. Here are his 5 main takeaways for Amazon Sellers:

Branding on Amazon is more about the customer experience than just your brand name 

Stephen emphasizes that traditional branding strategies may not always translate effectively on the Amazon platform. He explains that Amazon has "usurped our direct relationship with the consumer," making it crucial for brands to shift their focus towards optimization and creating an impactful customer experience.

"What was the name of the brand? I don't know exactly — Amazon killed brands. And every time I've ever asked this question, nobody can answer what was the item that they last bought."

Steven's advice → Prioritize metrics like click-through rate (CTR), traffic, and conversion rates over traditional branding efforts. He advocates leveraging the main product image to showcase key features and keywords, as this can significantly boost CTR and sales.

The importance of optimizing your product images and using keywords in the main image

Steven emphasizes the need for a strategic approach to visual content, highlighting the importance of emotional connections and relatability in driving sales. By understanding the consumer's preferences and incorporating them into image stacks, brands can effectively communicate their products' value and appeal.

"Text is for robots; images are for people" 

Steven's advice → Utilize customer avatars and focus on image optimization. Consider adding text with keywords inside the products on the main image. Always run A/B tests on your images.

Master PPC and advertising tactics, including the power of broad match and auto campaigns

Steven shares his "always be advertising" approach when it comes to advertising on Amazon. He stressed the importance of never negating a good keyword, as this can lead to a higher ACOS (Advertising Cost of Sales). He also emphasizes the value of running weekly negations to optimize ad spend and improve ACOS.

"Never negate a good keyword. Leave it in the auto. Leave it in the auto. Leave it in the auto. Never turn something off that is worth under any condition."

Steven's advice → Create a low-bid auto-catchall PPC campaign to ensure every single SKU is advertised, even if it's not a top-performing product.

Once you've optimized your Amazon presence, look to other platforms to drive additional external traffic and awareness

While Stephen acknowledges the potential of off-Amazon advertising, he cautions that the return on investment (ROI) is often not as favorable as Amazon's sponsored product ads.

"Until your ACOS is tapped out at 50%, let's say like 50% is like oh my gosh, I can't go a percentage point over that. At that point, I would try Google Ads, TikTok, influencers and UGC content"

Steven's advice → Explore external traffic strategies, such as TikTok and Google Ads, only after optimizing the Amazon presence and hitting a plateau in sponsored brand performance.

The Future of Amazon and E-commerce

Steven believes that Amazon's dominance in the e-commerce landscape is undeniable, and he encourages brands to embrace the platform's potential. He views the rise of competitors like TikTok and Walmart as a positive development, as it may push Amazon to improve its seller experience and foster a more competitive environment.

"Amazon is the greatest wealth transfer in my lifetime. I am a multimillionaire because of Amazon."

Steven's advice → Selling on Amazon requires a massive effort, but it is worth it. By focusing on optimization, advertising, and adapting to Amazon updates, brands can unlock their full sales potential and thrive in Amazon's dynamic world.

You can learn more about My Amazon Guy in the following links: