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By Sean Walsh · September 11, 2025 · Curated by George's Blog

On Amazon, product solves the problem.

Brand is the bonus.

Customer acquisition here isn’t about brand ego.

It’s about products that solve a problem or need.

Amazon’s own data proves it.

In August on Amazon, only 9 of the top 100 search terms were branded.

Strip out variations and you’re left with just 6 brands.

👉 the LEGO Group

👉 owalalife

👉 Crocs, Inc.

👉 Medicube

👉 Transformers

👉 Oral-B

That’s it. Out of 100.

The rest?

Generic, problem-solving searches.

This is why Amazon is a product-first, brand-second marketplace.

For brands, the lesson is simple.

Lead with the problem you solve, not just the name you carry.

Because a large cohort of Amazon shoppers are more loyal to Amazon itself than they are to your brand.

This is why content and keywords matter more than brand recall.

Because if you don’t show up when the customer types in what they need, your competitor will.

Strong images. Optimised copy. The right keywords.

That’s how you earn the shelf space.

If your product fits the need and it’s visible on Amazon, you’ll win.

If not, someone else will take your place.