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Playbook For Amazon

Playbook For Amazon

Von: Jeff Lieber
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 A podcast for sellers looking to grow their sales on Amazon!2019 Management & Leadership Marketing & Vertrieb Ökonomie
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  • Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling

    Episode 116: Amazon Shoppable Collections: A New Way to Drive Cross-Selling
    Apr 17 2026
    https://youtu.be/_8eWUezGPAg Amazon Shoppable Collections: A New Way to Drive Cross-Selling Amazon’s New A+ Content Feature Brings a More Direct Shopping Experience Amazon continues to evolve how customers shop on the platform—and their latest update is a strong signal of where things are heading. Enter Shoppable Collections, a new A+ Content feature designed to create a more interactive, conversion-focused shopping experience directly on your product detail pages. If you’re currently using Brand Story, this is something you’ll want to pay close attention to. What Are Shoppable Collections? Shoppable Collections are a new content module within A+ Content that allows brands to create curated, interactive product groupings using images, videos, and clickable product tags. Instead of simply telling your brand story, you can now: Showcase multiple products in a single, themed collectionTag products directly within images for instant shoppingIncorporate video content for higher engagementLink customers to your Brand Store for deeper browsing This turns your product page into more of a guided shopping experience, rather than a static content section. Where to Find It in Seller Central To access Shoppable Collections: 1️⃣ Go to Seller Central2️⃣ Navigate to Advertising > A+ Content3️⃣ Click Create A+ Content4️⃣ Select Shoppable (next to Brand Story) From there, you can begin building your collection using Amazon’s available templates. Important: It Replaces Brand Story One key detail: Shoppable Collections replace your Brand Story module on the listing. You cannot run both at the same time. This means brands need to think strategically: Do you prioritize storytelling?Or do you prioritize conversion and cross-selling? Amazon is clearly leaning toward the latter. Why This Matters for Your Strategy This update reflects a bigger shift:Amazon is moving away from passive storytelling and toward active shopping experiences. Instead of hoping customers scroll and read your brand story, Shoppable Collections allow you to: Increase average order value (AOV) through cross-sellingDrive faster purchase decisions with visible pricing and clickable productsKeep customers engaged higher up on the page In short, it’s designed to convert, not just inform. Key Features to Leverage Shoppable Collections come with several powerful features: 1. Product Grouping You can organize products into themed collections such as: Best SellersKitchen EssentialsHoliday Favorites This allows you to guide the customer journey and highlight complementary products. 2. Interactive Images & Video You can combine: Lifestyle imageryProduct-focused visualsShort-form videos This creates a more engaging experience compared to traditional A+ Content blocks. 3. Built-In Cross-Selling Unlike traditional cross-sell modules placed lower on the page, Shoppable Collections appear higher on the listing, increasing visibility and interaction. 4. Backup ASIN Functionality One standout feature: you can assign backup ASINs. If a product goes out of stock, Amazon automatically swaps in another item—preventing lost sales opportunities. Best Practices to Maximize Results Because this feature is new (and still evolving), testing and strategic execution are key. 1. Build Seasonal & Themed Collections Take advantage of flexibility by creating: Holiday gift guides“Gifts for Him/Her”Stocking stuffersLast-minute deals This is especially powerful for Q4 and peak shopping periods. 2. Cross-Sell Intentionally Think beyond random product groupings. Instead, bundle products that naturally go together: Complementary itemsFrequently purchased togetherProduct ecosystems The goal is to increase cart size, not just clicks. 3. Use All Available Modules Amazon offers multiple content blocks within this feature. To maximize performance: Use high-quality visualsIncorporate video where possibleFully build out each section More engagement = higher conversion potential. 4. Test Against Your Brand Story Since this replaces Brand Story, don’t guess—test it. Launch Shoppable CollectionsMonitor conversion rate and engagementCompare performance vs. your previous Brand Story If it underperforms, you can always revert or iterate. Is It Worth It? Short answer: yes—this is worth testing immediately. Even though Shoppable Collections are still in beta, they’re already widely available and signal a clear shift in Amazon’s strategy. Brands that adopt early will: Learn fasterOptimize soonerGain a competitive edge in conversion and AOV Summary Shoppable Collections represent a major shift in how brands can engage customers on Amazon. Instead of relying on passive storytelling, you now have the ability to: Create interactive, shoppable experiencesDrive cross-selling higher on the pageIncrease conversions and average order value As Amazon continues prioritizing shopping-first content, this is a feature you should not ignore. Amazon SEO for Private Labels: Tips, ...
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    8 Min.
  • Episode 117: How to Start 2026 Strong: Turn Q4 Momentum into Q1 Growth

    Episode 117: How to Start 2026 Strong: Turn Q4 Momentum into Q1 Growth
    Dec 30 2025

    https://youtu.be/S_K6ctFXOkY?si=NUpdVnObSu0U7IRl

    Build on Q4 Success and Set Your Brand Up for a Strong Start to the Year

    From analyzing holiday performance to optimizing listings and leveraging new trends, here’s how to carry momentum into 2026.

    Starting the new year strong on Amazon isn’t about starting from scratch—it’s about building on the momentum from Q4. The brands that win in Q1 are the ones that take what worked during the holidays and turn it into sustainable growth strategies moving forward.

    Analyze Your Q4 Performance

    Before making any changes, it’s critical to understand what actually drove results during the holiday season. Key areas to review include:

    • Top-performing products: Identify which ASINs had the highest demand
    • Peak sales days: Look at when sales spiked and what drove those results
    • Successful tactics: Evaluate promotions, PPC campaigns, and listing changes
    • Inventory performance: Identify stockouts or fulfillment issues
    • Returns and reviews: Use customer feedback to uncover product or listing improvements

    This analysis gives you a clear roadmap for what to double down on in Q1.

    Turn Holiday Shoppers into Repeat Customers

    Q4 brings in a large volume of new customers—Q1 is your opportunity to bring them back. Strategies to focus on include:

    • Retargeting with Amazon DSP or Sponsored Display
    • Brand Tailored Promotions to re-engage past shoppers
    • Subscribe & Save to encourage repeat purchases
    • Virtual bundles to increase average order value

    These strategies help extend the lifecycle of your holiday traffic and maximize customer value.

    Optimize Listings for the New Year

    Q1 is one of the best times to refresh your listings, especially as traffic slows slightly after the holidays. Focus on:

    • Keyword updates: Use fresh Q4 data from tools like Helium 10 or Jungle Scout
    • Creative refresh: Update images and videos based on customer feedback
    • Conversion improvements: Optimize titles, bullet points, and A+ content
    • A/B testing: Experiment with new creatives and messaging

    This is your chance to improve conversion rates while competition may be less aggressive.

    Leverage New Tools and Features

    Amazon continues to roll out new features that can give early adopters an advantage. Key areas to focus on include:

    • Shoppable Collections: A new A+ Content format to improve cross-selling
    • AI tools (like Rufus): Optimize listings by fully completing all content fields
    • 3D and AR content: Enhance product visualization with 3D models and virtual try-on

    Taking advantage of these tools early can help you stand out and improve the shopping experience.

    Explore Growth Opportunities in 2026

    Beyond optimization, Q1 is also a great time to expand into new opportunities:

    • B2B selling: Tap into Amazon Business for additional revenue streams
    • Sustainability positioning: Highlight eco-friendly certifications
    • Marketplace expansion: Test platforms like Walmart or Target

    Diversifying your strategy can unlock new channels and reduce reliance on a single marketplace.

    Final Takeaway

    The start of the year is not a reset—it’s a continuation. By analyzing Q4 performance, optimizing your listings, and leveraging new tools and strategies, you can turn holiday momentum into long-term growth.

    Brands that take action early in Q1 position themselves for a stronger, more profitable 2026.
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    8 Min.
  • Episode 115: Navigating the Tariff Maze: Winning Strategies for 2025

    Episode 115: Navigating the Tariff Maze: Winning Strategies for 2025
    Aug 20 2025
    https://youtu.be/5zFfRGlhzmk?si=wwAVIoLRhWtC4Nmo How to Lower Tariffs and Protect Your Margins in 2025 With tariffs in flux and sourcing pressure on the rise, here’s how Amazon sellers are adapting — and what you can do to stay one step ahead. Tariffs are back in the spotlight — and with new volatility around China and shifting global trade deals, Amazon sellers need to move fast to protect profitability. In this special segment of our May Capitalism Coaching Round Table, we broke down exactly what’s happening with tariffs and what strategies are actually working right now. Here’s your complete guide to staying profitable and supply chain-resilient. Current Tariff Landscape China: Temporarily reduced from 145% → ~34% total with added fees. This “pause” is scheduled to expire August 12, 2025 unless a new deal is reached. UK: A new trade deal now caps tariffs at 10% and strengthens IP protection for U.S. sellers. Canada & Mexico: Standard import tariff remains at 25% for most goods. If your business depends on Chinese manufacturing, now is the time to diversify and restructure your supply chain. 6 Actionable Tariff Strategies for Sellers 1. Negotiate with Current SuppliersMany Chinese suppliers already have partnerships or factory access in lower-tariff countries — but you won’t know unless you ask.Ask about: Lower-cost materials or production methods Sister factories in countries like Vietnam or India Moving molds or partial assembly abroad Better payment terms or bulk discounts to offset tariff costs Build a real relationship. Suppliers are more likely to help when you treat them like long-term partners. 2. Diversify Your Sourcing CountriesIt’s no longer optional — it’s strategic risk management.Explore options in: Vietnam India Bangladesh Other low-duty zones based on your category Use expos, sourcing platforms (like Alibaba or Global Sources), and trusted sourcing agents to run test orders. Don’t wait until you’re in a pinch — secure backups now. 3. Optimize Inventory and LogisticsReducing tariff impact isn’t just about origin — it’s also about smart movement. Store imports in Foreign Trade Zones or bonded warehouses to defer duty payments Transship through lower-tariff countries before U.S. entry Audit packaging and weight to lower dimensional fees and shipping costs Bonus: These steps also increase agility during busy seasons and reduce cash flow pressure. 4. Adjust Pricing and Product PositioningTariff-related cost increases don’t always require dramatic price hikes.Instead: Use bundles to increase perceived value Add Subscribe & Save to drive long-term LTV Make gradual price shifts over time Emphasize premium features and reviews in your listing to justify price differences 5. Leverage Tariff ClassificationsNot all import codes are created equal. Revisit your HS codes with a customs broker Explore modifications to materials or assembly to reclassify your product Look into country-of-origin rules that allow you to change classification via final assembly in a different country Even small changes can significantly lower your tariff percentage. 6. Use Expert Sourcing SupportTurnKey has vetted sourcing partners who can: Relocate production Negotiate directly with factories Run global supplier searches tailored to your product Coordinate logistics and quality checks If you’re doing $1M+ in annual revenue and actively looking to exit China, we can either manage the transition for you or refer you to a trusted fit. Real Talk: Don’t Wait! Tariff policy can shift with a tweet — and sellers who move early protect their margins first. The good news? There are options. Smart negotiation, strategic sourcing, and inventory optimization can help you weather this volatility and come out stronger on the other side.
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    46 Min.
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