This Issue's TLDR...

• Position bias in SERP, and on detail pages?
• A better borrowing option
• A deep dive into MCPs

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One of the reasons that "the rich get richer" on Amazon is because of Position Bias.

You may not have heard that term before, but you know what it is instinctively:

Items at the top of Amazon SERP are more likely to be seen and thus clicked regardless of their actual relevance.

So, brands that work hard and get above-the-fold on Page 1, or to the Top 3, receive some level of Clicks regardless of their actual relevancy.

That's one way that the rich get richer on Amazon.

But another way winning brands continue to win on Amazon is through nuanced understandings of how certain Amazon systems work.

(At some level, that's what I offer in this newsletter)

I'll give you a great example from a leading brand, Simple Modern.

Take a look at their kids water bottle listing. Notice anything?

Looks pretty standard, right?

Just a lot of color/style variations, starting with Blue Dino.

And, of course, Blue Dino is listed first among these variations because variations appear in alphanumeric order.

(Everyone knows that, right?)

But, take a closer look at some of the other variations...

There's another style in this family named "Baby Shark Friends".

Hmm.

Last time I checked, "Baby Shark Friends" would precede "Blue Dino" in alphanumeric ordering.

So, somehow Simple Modern is forcing Amazon to show its Blue Dino ASIN before its Baby Shark Friends ASIN.

How is Simple Modern doing this?

Well, go back and look at the exact color variant name for Blue Dino.

It's "-Blue Dino".

You guessed it.

That hyphen matters. (As an aside, I shared this on-stage as ASGTG in 2023, and wrote about it here)

Special characters precede letters and numbers in Amazon's alphanumeric variation sorting model.

I don't know why Simple Modern wanted to show Blue Dino first.

Maybe they had a lot of Blue Dino inventory they wanted to clear.

Or, more likely, it's their more/most popular child ASIN in this family, and they wanted to put it prominently in front of customers and make it more of a "default choice".

Regardless of the reason, you can do this too (and you should!).

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BEST from the B@A Archives

I've done my fair share of lambasting and mocking the fintech lenders that purport to support Amazon sellers through "growth capital". As Exhibits 1-3, see:

• ​Unlocking Cash Flow in Your Business Through Smarter Borrowing​
• ​Unlocking Cash Flow in Your Business Through Smarter Borrowing - Part 2​
• ​Unlocking Cash Flow in Your Business Through Smarter Borrowing - Part 3​

But a big reason that I rail on them is not because they are malicious. Rather, it's just that their debt products...suck. And aren't well-suited for Amazon businesses.

I have some good news though.

I've been advising a financial institution that has quietly been working on an asset-based line of credit product for Amazon sellers. (In layman's terms...this is like a credit card with a super high limit, secured by your Amazon inventory)

If you read my 3-part series above, you know that this is sort of the Holy Grail when it comes to debt for an Amazon or eCommerce business, but inaccessible to most below a certain size ($10mm) or with heavy Amazon concentration.

That's changing with this company that I'm advising.

They're underwriting asset-backed lines of credit for Amazon FBA businesses, and only require minimum $2mm annual revenue (at this stage; this minimum will go lower in the next 6 months when they go-to-market).

Because of my relationship with the company, I can get Best@Amazon readers with $2mm+/year Amazon FBA businesses in the door as early borrowers.

This means you could have access to a revolving line of credit, with a limit based on the amount of Amazon inventory that you have, at a super low interest rate.

And, you pay down the credit line as your cash flow allows.

No weekly or biweekly revenue-based payments or other usurious nonsense.

So, here's the deal, if you meet the criteria above, just reply to this email with "ABL" and I'll connect you with the company.

*

PS: I don't earn commissions or anything on this. Like I said, I'm an advisor on a fixed contract so nothing changes for me whether 2 or 200 of you take this offer. I just know that many of you could benefit greatly from this.

BEST from the Group Chats

My buddy Danny McMillan just can't help himself.

Every time that I think that a topic has been well-covered or exhausted, he finds ways to go deeper and/or provide a unique (and useful!) perspective.

Recently, he messaged me about his deep dive into Model Context Protocols (MCPs) -- what MCPs are, and why you should care.

I highly recommend reading the full deep dive.

But, because Danny is a gem, before you dive in, he provides a helpful TLDR:

What MCPs Actually Do:

They create a direct link between AI and your business tools, turning tedious Amazon seller tasks into automated workflows with expert analysis—in minutes, not hours.

The Silent Competitive Revolution:

While big brands catch up, you can quietly implement MCPs today to gain an operational advantage they’ll need 1–2 years to turn the ship around.

Small Agencies Win Big:

While large agencies (some, not all) waste resources running low-paid sweatshops to scale, small agencies with talented teams can now compete effectively as MCPs allow each team member to be 10× more productive.

The LinkedIn Free Lunch:

You will no longer have to waste time on LinkedIn comment threads only to be sent broken n8n workflows that don’t match your business needs or be bait-and-switched into booking a sales call with them to get the flow.

Real Business Impact:

Transform your entire Amazon operation from a chaotic juggling act into a streamlined business. Free yourself and your team from drowning in Seller Central minutiae. MCPs turn tedious supplier negotiations, inventory forecasting, and PPC campaign analysis into systems that not only provide expert-level insights in minutes rather than hours, but also empower everyone on your team to work more effectively with clear direction and reduced administrative overhead.

The Hidden Competitive Edge:

This operational advantage gives you a 1–2 year head start over competitors who remain stuck pontificating rather than running a razor-sharp managed business. MCPs free up your time to focus on what truly matters, rather than getting lost in technical distractions.

Start Today, Dominate Tomorrow:

Begin with simple read-only access to prove immediate ROI, then expand strategically. If a task requires expertise but not creativity, it’s ripe for MCP automation while your competitors are still debating which AI model has the best benchmarks.

Thanks, Danny.

BEST from X

Speaking from experience, this is super useful.

Thanks, Ed, and ASGTG.

Amazon Sellers ASGTG @AmazonASGTG 🚨 @amazon sellers — ASGTG has a secret email bot that can tell you if a brand has IP complaints. Game changer. #AmazonSellers #ASGTG 10:14 AM • Sep 9, 2025 2 Retweets 5 Likes Read 1 replies

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