Starting over with a new brand on Amazon has updated my perspective. Gaining tra
By Jbryanporter · October 16, 2026 · Curated by George's Blog
Starting over with a new brand on Amazon has updated my perspective. Gaining traction is hard. Here's how we think about it:
Grow Momentum
# of units sold per month is now shown to customers on your PDP and it's more impactful than total reviews. It's a huge trust signal for customers that other people are buying this product. Ad efficiency increases with the # sold/month. Going out of stock is a killer.
Price Is King
For customer acquisition, lowering your price can work better than increasing ad spend. For consumables, offer new customers a low-price option to try the brand out. Push returning customers to larger, high value per unit offers.
Find the Offer. Value Engineer the Product.
If sales explode at 20% off, consider making that your everyday price. Can you reduce FBA fees with smaller or lighter packaging? Switch to a cheaper material that works just as well? Sometimes moving from a 20-pack to an 18-pack can significantly cut fulfillment fees.
Don’t make your product worse. Find a sustainable offer customers see as a great value.
DTC & Amazon 🤝
Build a channel strategy that lets Meta ads benefit both your website and Amazon. Promote discounted bundles on your website and let single-unit orders flow to Amazon. Shipping multiple items together can create meaningful savings.
Bad Product Reviews?
Don’t put lipstick on a pig. If your average rating stinks, it could be variance—or a product problem. Figure out which, and improve quickly.
Product is the main thing. An excellent product drives organic sales and repeat buying. Lower ratings than your competitors put you at a real disadvantage.
Fewer Listings Tend to Be Better
It’s easier to build momentum, reviews, and monthly sales when you concentrate them across fewer listings. Group products into variations where it makes sense.
Keywords Are Digital Shelves
New designs, scents, or flavors can unlock distribution. Want to show up for “princess backpack”? Offer a backpack with princesses on it. We think of increasing keywords we are relevant on like we are building more front doors to our brand.
Product-Market Fit Is the Game
Amazon shoppers pay you to meet their needs. Product-market fit feels like customers pulling products out of your supply chain instead of you having to push product out. If you’re struggling to find it, get closer to your customers’ needs. A good product can still miss an unmet need. Launching new products gives you more chances to find that fit.
Selling on Amazon is harder than ever, but the opportunity is still incredible. There’s no hack that guarantees success. Keep testing, learning, and pivoting.
Rogers Healy assembled leaders from huge brands yesterday for me to share our experience on Amazon. These are the notes from that time. Our brands all have unique challenges but hopefully there's something you can glean from our learnings.