Top Lessons After Spending $100m on Amazon Advertising

Author

Adam Weiler
November 30, 2024

Welcome Back to the Emplicit Weekly Newsletter!

Every Saturday, we'll share an actionable Amazon & TikTok growth guide with practical tactics and strategies to help you dominate your competition and scale your Amazon sales. This newsletter will remain free forever. We hope you enjoy!

At Emplicit, we've helped over 500+ eCommerce brands earn $550 million in sales through Amazon.

Want to boost your sales using Amazon & TikTok? Click here to book a call & claim a Free audit of your store/brand.

We’ve managed $100M Ad Spend, so we’ve learnt how to make every dollar work smarter (and harder).

Driving traffic to your product is the first step but the sale will fall flat if you’ve not optimised your product listing.

Here's the 5-part framework we use to optimize EVERY product listing before we use Ads:

1️⃣ Scroll-Stopping Titles

Use keywords strategically. Include brand, model, key features, and benefits. Keep it under 200 characters.

Let's break this down with an example:

❌ Bad title: "Green Juice Powder"

✅ Good title: "SuperGreens Organic Juice Powder | 30 Servings | 20+ Superfoods | Immune Boost & Energy | Vegan, Non-GMO"

Notice how the good title includes:

  • Brand name (SuperGreens)

  • Product type (Juice Powder)

  • Quantity (30 Servings)

  • Key features (20+ Superfoods, Immune Boost & Energy)

  • Important attributes (Organic, Vegan, Non-GMO)

This title is packed with information and keywords, making it easier for customers to find and understand the product.
Check out another listing that doesn’t waste any words in the title:

2️⃣ Quick Benefits

Don’t waste words.

Focus on how the product solves customer problems. Use keywords naturally.

Example for our green juice powder:

  • BOOST ENERGY & FOCUS: Packed with B-vitamins and natural caffeine from green tea

  • SUPPORT IMMUNE HEALTH: Rich in antioxidants from 20+ organic superfoods

  • IMPROVE DIGESTION: Contains prebiotics and probiotics for gut health

  • CONVENIENT NUTRITION: 30-second prep - just mix with water or your favorite smoothie

  • ECO-FRIENDLY: Recyclable packaging and sustainably sourced ingredients

Each bullet point addresses a specific customer need or concern, while naturally using relevant keywords.

3️⃣ Premium Visuals

Main image on white background. Use all 7 image slots to showcase features, lifestyle shots, and infographics.

Here's how to make the most of your image slots:

1. Main image: Clear product shot on white background
2. Lifestyle image: Show the product in use (e.g., someone drinking the green juice)
3. Ingredients close-up: Highlight the superfoods included
4. Infographic: Visual breakdown of health benefits
5. Size comparison: Show the product next to a common object for scale
6. Packaging details: Display nutritional info and instructions
7. Before/after or testimonial: Share a customer success story

Remember, many shoppers make decisions based on images alone. High-quality, informative visuals can and will boost your conversion rate.

Pro tip: You can also use a video like the one below to communicate these messages quickly.

4️⃣ In-Depth Features

Break text into scannable paragraphs. Include specs, use cases, and comparisons to similar products.

Here's a structure you can follow:

Paragraph 1: Introduce the product and its main benefit
Paragraph 2: Explain how it works and what makes it unique
Paragraph 3: Describe ideal use cases (when, how, and why to use it)
Paragraph 4: Compare to similar products or previous versions
Paragraph 5: Address common concerns or questions
Paragraph 6: Call-to-action (encourage the purchase)

Use short sentences and simple language. Remember, you're writing for skimmers, not in-depth readers.

Be clear not clever.

5️⃣ Premium Brand Story

Stand out from the competition with a product page that tells your story.

Explain your company's origin and values to help customers connect with your brand.

Then, break down your product's features using clear icons, followed by simple how-to instructions that show exactly how it works.

To help shoppers decide, include a comparison chart that shows your advantages.

Address any concerns upfront with answers to common questions, and seal the deal by showcasing positive reviews and achievements.

This complete approach gives shoppers the confidence they need to make a purchase.

Your listing is your 24/7 salesperson. Make it work hard for you so you can enjoy the festive season.

That’s all for this week!

Here are some other newsletters you might find useful:

Whenever you are ready, here’s how we can help you:

Grow Your Brand on Amazon & TikTok with 100% hands-off marketplace management

We've helped over 500 clients earn more than $550 million on Amazon. If you need help making the most of the Amazon opportunity, click here to book a call & claim a Free audit of your store/brand.