Too many SKUs kills momentum Solo Amazon Operator perspective I see it fast Case
By Aaron Moore · April 19, 2026 · Curated by George's Blog
Too many SKUs kills momentum
Solo Amazon Operator perspective
I see it fast
Case study
Well known outdoor games brand
They had too many designs
No clear winner
Customers had to think too much
Every option looked similar
Nothing stood out
Everything blended together
What I did
• I cut SKUs down to the top 3 to 5 designs
• I applied that rule across the entire catalog
• I used sales data to guide which designs stayed
• I introduced new designs only after clear signals
What happened
The path got simple
Conversion went up
Repeat purchases got easier
Less choice feels risky to brands
It feels easy to customers
Most brands keep adding
I remove until it works
Then I let the customer decide