Better reviews. Worse sales. Here's why. One of my sales guys loves this product
By Daniel Tejada 🚀 · February 12, 2026 · Curated by George's Blog
Better reviews. Worse sales. Here's why.
One of my sales guys loves this product called Kindling Snacks.
So I wanted to run an audit.
I type in "Kindling" on Amazon, and my first issue? I can't find them.
So I go to Brand Analytics. That's where I finally track them down.
The problem with a brand name like "Kindling" is it's also a product category. Makes discoverability a nightmare.
If you're spending time and money blowing up on social, you better make sure people can actually find you on Amazon by your brand name.
Don't be afraid to run some branded ads. Otherwise you're invisible to your own audience.
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Once I finally found them, here's what I learned:
"Protein pretzels" is the 10,000th most searched term on Amazon.
Their #1 competitor Crisp Power? Capturing 36% of the market.
Kindling? 6%.
Crisp Power is doing 3x the volume.
And Kindling is on a downtrend. 30-day sales growth is down almost 30%.
A lot of this comes down to visibility.
But check the reviews, Kindling actually has BETTER reviews than Crisp Power.
They're doing lower volume because they can't lock down their visibility.
Here's what they are doing VERY WELL:
1. Their content is solid.
2. Premium A+ is on point.
3. Great unique selling points
This is a listing built for success!
But they're lacking visibility.
At the end of the day it doesn't matter how good your product is.
If people can't find you, they can't buy from you.
Morgan Maltby, Brandon Porras, and Suzy Dollak the foundation is there. These moves are just about locking down the visibility that's sitting right in front of you, happy to jam 🚀
Anyone else seeing brands with great products getting crushed by visibility issues?
#amazon #ecommerce #visibility