I'm a former Amazon marketplace leader and current 8-figure seller. I write about advanced strategies and tactics for Amazon brands, that you won't read about anywhere else. Not for beginners.
◼️ Steal These Copywriting Secrets From Elite DTC Marketers
This Issue's TLDR...
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Regular Best@Amazon readers know that I spend a lot of time studying elite DTC marketers, and stealing their stuff. With Amazon becoming increasingly price competitive and price driven, I believe that winning will require: 1) building a Brand (capital "B"), 2) reinforcing that Brand identity through compelling visual assets, and 3) employing psychology-based copy to ensure your messaging lands and leads to a purchase. For that 3rd point, I've taken some of my recent learnings on psychology-based copy and synthesized them into what I call my "TRIGGERS" framework. This is the exact framework that I've been having my team run through on my detail page copy (including my image stacks) to make sure that I'm calling my customers to action. Steal it as-is. Take the parts you like and add your own flair. Whatever you prefer. T - Trust R - Regret I - Instant Gratification G - Growth (for Status) G - Guidance (for Control) E - Engagement (for Belonging) R - Routine (for Habit) S - Social Proof (for Validation) BEST from my InboxI look forward to this report every year. My big takeaway from this year's report is that China has continued its arc of dominance on Amazon, and eCommerce overall, with strong assists from institutions (like Amazon) that are simply responding to shifting consumer preferences. BEST from my Group ChatsThis first came up in several of my group chats, and I subsequently saw it discussed more broadly.
Here's what's going on, and why this is super annoying: Amazon has quietly changed how they handle "found" inventory. Previously, they’d identify the unit by its FNSKU, add it back to your inventory, and retain all identifiers (e.g., the barcode label). Now, they create a new SKU starting with "Amazon.found.ASIN" and classify the units as Stranded Inventory. Since this SKU doesn't exist in your catalog, you have to manually create a listing for each item. Here's the issue: You're forced to select the condition (NEW/USED), but there's no way to know which offer the "found" item originated from. Worse, Amazon no longer assigns an FNSKU, instead labeling the unit with the ASIN, which creates tracking chaos—especially for sellers with multiple offers (different conditions, batches, etc.). This makes it impossible to separate "found" units from your inventory, leading to risks like customers receiving a "found" item (potentially used or expired) instead of a "new" one. What a wonderful holiday gift from Amazon! BEST from LinkedInDon't be a Scrooge this holiday season. Take 10 seconds and type "Thank my driver" into the search bar of your Amazon app. That is all. BEST from XYou may put the odds of Jeff Bezos returning to the consumer retail side of Amazon's business at zero. I'd say that you're probably right. But that's not the point here. The point here is to shine a spotlight on some real Day 2 policies, processes, and failures at Amazon. If you've been to Amazon Accelerate or have read PR releases on the About Amazon blog, you'll know that Amazon does it's fair share of self-congratulating. And rarely (openly) acknowledges things that are broken. But, I do believe that Amazon *listens* and quietly works in the background to fix things that are broken. The more light that we sellers shine on what's broken, the more likely that someone at Amazon with real authority see it, and does something about it.
Oh, and one more thing that is HOT OFF THE PRESSES... Looks like Amazon is experimenting with AI review summary overlays on images in a product's image stack.
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Best @ Amazon
I'm a former Amazon marketplace leader and current 8-figure seller. I write about advanced strategies and tactics for Amazon brands, that you won't read about anywhere else. Not for beginners.
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