Amazon Brand Registry is free to enroll in and unlocks a significant set of tools: A+ Content, Brand Stores, Sponsored Brands, Sponsored Display, Brand Analytics, and listing protection. But getting it wrong at setup, or ignoring the program after approval, limits what it can actually do. The six mistakes below are the ones that most…
Sponsored Brands video is the only Amazon ad format that puts a moving product demonstration directly in search results, next to keyword-triggered queries, at the moment a shopper is actively looking. It autoplays muted, pays per click not per view, and is available only to Brand Registry sellers. This post covers Sponsored Brands video requirements…
Amazon’s AI shopping assistant, Rufus, already influences 38% of Amazon shopping sessions. By Q4 2025, it had over 300 million users and drove nearly $12 billion in incremental sales. Shoppers who use it are 60% more likely to buy. Rufus does not rank products the way search does. It picks 3 to 5 products and…
Amazon SEO and Google SEO are not the same discipline. They share some vocabulary, but they solve different problems for different platforms with different goals. Amazon is a marketplace built to help shoppers find and buy products. Google is a general search engine built to satisfy a much wider range of queries. If you are…
Most brands pick a fulfillment model and apply it across the board. That is usually the wrong approach. FBA makes sense for some products and destroys margin on others. FBM gives you control where you need it but costs you Prime visibility where that matters. The right answer depends on the product, not the brand….
Most Amazon brands measure success the same way regardless of where they are in the business. Revenue growth, TACoS, review count. The problem is those metrics mean different things depending on the stage. A launch-stage brand needs proof that demand exists. A mature brand needs proof that the business is efficient and defensible. Using the…
Amazon gives brand operators access to more data than most teams know what to do with. Business Reports, Brand Analytics, Search Query Performance, Market Basket Analysis, Customer Loyalty Analytics. This blog breaks down four decision areas where Amazon data has the most direct impact on your business. Discoverability, conversion, customer behavior, and ad spend. Start…
Most brands treat Amazon video like a single tool. Post it on the listing, maybe run a video ad, call it done. That approach leaves a lot of potential upside on the table. Amazon now supports video across four distinct placements – product detail pages, Sponsored Brands ads, your Brand Store, and Amazon Live –…
Moving from Vendor Central to Seller Central is one of the more consequential operational decisions a brand can make on Amazon. Done well, it unlocks better margins, pricing control, and cash flow. Done poorly, it can cost you sales rank, reviews, and momentum that took years to build. This post is for brands that have…
Hiring the wrong Amazon consultant is expensive in ways that go beyond the retainer fee. Poorly managed accounts lose rank, accumulate policy violations, and sometimes face suspension. Before you grant access, sign a contract, or allow changes to your listings or ad campaigns, there are specific questions you should be asking about competence, access controls,…