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70% of Amazon shoppers never see bullets 4 and 5.
Mobile only shows the first three bullet points by default, yet the standard listing puts the strongest claim in bullet 4. Here's the 5-point audit, in priority order: title keyword placement, bullet 1 leading with the real purchase driver, main image zoom (1,000px minimum), backend search terms counted in bytes not characters, and word repetition compliance. The unexpected one: most brands spend weeks rewriting bullets and never touch the main image — which is doing more conversion work than the copy.
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If you want to become better at PPC, don't just copy successful accounts.
Study how they think, not just how they're structured. Every decision has a reason — why they separated campaigns, why they ignored certain keywords, why one budget grew and another got cut. Anyone can copy a campaign. Very few can recreate the thinking that built it.
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Selling on Amazon is not magic. It is hard work.
There is no secret button, no hack, and no agency trick that can save a weak foundation. You need a good product, decent stock levels, a solid SEO listing, a strong main image and image stack, and well-structured PPC. And the cherry on top: Brand Registry, which unlocks A+ Content, Brand Story, a Storefront, and Brand Analytics. Do the basics well and you give yourself a real chance. Ignore them and Amazon will expose every weakness.
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Always put yourself in the customer's shoes.
Everyone talks about the main image. But what does a great main image actually mean from the customer's perspective? Understanding what the customer is looking for, and how to influence that, is what separates the brands winning on Amazon from the ones wondering why their ads aren't working.
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If you're asking customers to pay 30% more than category average, 14 reviews and a nice mission statement probably won't get you there.
That sounds harsh, but premium brands need to be realistic about the burden of proof. On your own website you control the story — why the ingredients are better, why the sourcing matters. On Amazon, the customer sees three cheaper alternatives before they finish reading your title. Reviews aren't just social proof at that point, they're part of the commercial model.
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Nobody will rotate their phone to read your product label.
Your main image is the single most valuable asset in your listing, and your packaging design inside it is prime real estate — it's where you tell the shopper the main keyword, the core benefit, the count, the size. The mistake: brands drop packaging into the main image sideways or upside down, so the shopper has to physically turn their phone. That friction quietly kills CTR.
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If I handed you $8,000 in cash and told you to light 13% of it on fire, you'd say no.
One prospect's ad account was doing exactly that, and nobody had noticed. $1,200 spent, zero sales. $2,300 spent to generate $1,500 in sales. $4,100 spent to generate $3,400 in sales. Roughly $8,000 a month in spend actively losing money — about 13% of the total ad budget. Always audit wasteful spend before you increase budget.
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7 counter-intuitive PPC learnings from the last 7 years.
PPC is simpler than people claim — it's about visibility in the right place. Don't cut what's working, manage with numbers not feelings, and Sponsored Brands are more profitable than they look on paper. Ranked #1 organically? Keep bidding to defend it. And the halo effect means your per-product TACoS can be misleading — check what buyers who clicked one ASIN bought instead.
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Amazon wants to cut your title to 75 characters.
That's shorter than eBay, Etsy, and Walmart — and shorter than Amazon's own limit five minutes ago. Their reasoning: mobile shoppers. But titles that actually tell shoppers what they're buying drive purchases too. This rolls out July 27th, supposedly, but there's no hard enforcement timeline — “gradually” is the actual word in the policy. Don't rebuild your listings around this yet.