Selling on Amazon is a color run. You start with a clean white listing. And that
By John Aspinall ✱ · May 5, 2026 · Curated by George's Blog
Selling on Amazon is a color run.
You start with a clean white listing.
And that’s the last time it looks like that.
Every day, something hits it.
→ Reviews
→ PPC clicks
→ Search impressions
→ Competitor creatives
→ Customer language
Some of it sticks.
Some of it fades.
You don’t control every color.
You control:
→ Where you show up
→ How often you show up
→ How long you stay visible
That’s it.
Six months in, the listings that win look nothing like day one.
→ Better hero image = different clicks
→ Better creative = different engagement
→ Better positioning = different reviews
Same product.
Different outcome.
Photo from the annual color run at my children’s school. My wife got demolished by the kids haha.