More SKUs doesn’t mean more sales Solo Amazon Operator view I look for friction
By Aaron Moore · April 19, 2026 · Curated by George's Blog
More SKUs doesn’t mean more sales
Solo Amazon Operator view
I look for friction first
Case study
Established outdoor games brand
Catalog was loaded
Design after design
No clear leader
Customers had to sort it out
Most didn’t
They bounced or picked randomly
What I did
• I reduced the lineup to the top 3 to 5 performers
• I carried that discipline across every variation
• I let real sales data decide what stayed
• I held back new designs until demand was obvious
What changed
Buying got easier
Conversion tightened up
Repeat purchases started to show
Brands think more options equals growth
Customers just want a clear choice
Most teams keep stacking SKUs
I strip it down
Then let demand build it back up