How to Update Your LLC Information on Amazon Seller Central

Whether you’re restructuring your business, switching from a sole proprietorship to an LLC, or simply correcting outdated information, it’s crucial to make sure your Amazon Seller Central account reflects your correct legal entity details.

Why? Because inconsistencies in your business information can lead to:

  • 🚫 Delayed payments
  • ⚠️ Verification flags or account holds
  • 🧾 Tax reporting issues
  • ❌ Loss of selling privileges in some cases

Fortunately, Amazon allows sellers to update their LLC, EIN, business address, and tax information—but it needs to be done carefully, with proper documentation, to avoid triggering unnecessary verification requests or disruptions to your selling account.

In this blog post, we’ll walk you through:

  • What LLC information Amazon requires
  • When and why to update your business entity
  • A step-by-step walkthrough inside Seller Central
  • What documents you’ll need to submit
  • How to avoid triggering account suspensions or re-verification
  • What to do if Amazon asks for additional verification

Let’s get started.

📜 What Business Information Does Amazon Require?

Amazon requires professional sellers to provide accurate, verifiable information related to their legal business entity. This includes:

  • Legal Business Name (as registered with the IRS and/or state)
  • Tax ID (EIN) – Employer Identification Number
  • Business Type – LLC, Corporation, Sole Proprietor, etc.
  • Business Address – Must match official documents
  • Authorized Representative’s Info – Name, ID, contact details

When you first register your seller account, Amazon uses this data to verify your identity, match your information with tax records, and ensure marketplace compliance.

🔄 When Should You Update Your LLC Info on Amazon?

You should update your Amazon business information if:

  • You changed from a sole proprietorship to an LLC
  • You changed the name of your LLC
  • You received a new EIN from the IRS
  • Your business address has changed
  • You made a structural change (e.g. converting to an S Corp or C Corp)
  • Your legal representative (the person tied to the account) changed

Even if the change seems small, mismatched information between Amazon, the IRS, and your bank can cause serious issues down the road.

🧭 Step-by-Step: How to Update Your LLC Info on Amazon

Follow these steps carefully to ensure a smooth update.

✅ Step 1: Log in to Seller Central

✅ Step 2: Navigate to the “Account Info” Page

  • Hover over “Settings” in the upper-right corner
  • Click on “Account Info”

This page gives you access to all account-related settings, including your legal entity information, tax settings, and deposit methods.

✅ Step 3: Click on “Business Information”

Under the “Business Information” section, you’ll see:

  • Legal Entity
  • Business Address
  • Tax Information
  • Bank Info
  • Identity Info (for individuals or representatives)

Click “Legal Entity” to begin updating your LLC details.

✅ Step 4: Update Legal Entity Type and Name

In this section, you can:

  • Change your business type to “Limited Liability Company”
  • Enter your LLC’s legal name exactly as it appears on your IRS documentation (Letter 147C or EIN confirmation letter)
  • Enter the business registration number if applicable (some states require this)

💡 Pro Tip: Make sure the LLC name matches EXACTLY with what’s on file with the IRS and your state registration.

✅ Step 5: Update Your Tax Information

Still under “Account Info,” go to “Tax Information”.

  • Click “View/Update Tax Information”
  • You’ll be redirected to the Tax Interview tool
  • Select the correct entity type: LLC (US-based)
  • Enter your EIN (Employer Identification Number)
  • Confirm your US Tax Classification (most LLCs are “Disregarded Entity” or “Partnership” unless elected otherwise)

Once completed, Amazon will generate a new W-9 form for your account based on the info provided.

✅ Step 6: Upload Supporting Documents (if prompted)

In some cases, Amazon may request documentation to verify your business change. This might include:

  • IRS EIN Assignment Letter (CP 575 or 147C)
  • State Business Registration Certificate
  • Utility bill or lease agreement showing your business address
  • Photo ID of the authorized representative

Upload documents via the secure document uploader or in response to a case opened by Amazon’s verification team.

✅ Step 7: Update Your Business Address and Contact Info

Still on the Account Info page, click:

  • Business Address → Update if you’ve moved your office or registered agent address
  • Contact Info → Update your business phone number or email address, especially if your LLC now has a dedicated line or rep

✅ Step 8: Review and Confirm

Once all updates are made:

  • Double-check that your LLC name, EIN, and business address match your IRS and state documentation
  • Save and submit your updates
  • Wait for Amazon to process the changes (this typically takes 24–72 hours)

Amazon may confirm via email, or notify you in Seller Central if additional action is needed.

⚠️ What If Amazon Asks for Re-Verification?

It’s not uncommon for a legal entity update to trigger a verification review, especially if:

  • Your EIN or legal name doesn’t match IRS records
  • You’ve made frequent or recent changes to your account
  • Amazon flags inconsistencies between your tax info, banking info, or account history

If this happens:

  1. Stay calm and follow instructions carefully
  2. Upload requested documentation through the secure portal
  3. Monitor your Account Health and Performance Notifications daily
  4. If your account is temporarily suspended, respond promptly to Amazon’s requests and provide clear, accurate information

📌 Common Mistakes to Avoid

To help you get it right the first time, avoid these common missteps:

MistakeWhy It’s a Problem
Using your LLC trade name instead of legal nameAmazon requires the legal registered name, not your DBA or brand name
Entering the wrong EIN or old sole prop infoMismatched tax info can cause account flags or delays in payment
Forgetting to update banking info to match new business entityThis can lead to payout issues
Not uploading requested supporting documents in timeCan result in verification delays or temporary account holds

🧠 Pro Tips to Smooth the Process

  • ✅ Keep copies of your IRS confirmation letter and state registration documents in PDF form
  • ✅ Update your business info with your bank and credit card processor too—consistency matters
  • ✅ Be proactive—don’t wait for Amazon to detect mismatches
  • ✅ If switching to an LLC, use a new bank account under the LLC’s name for Amazon payouts
  • ✅ Consider contacting Seller Support before making major changes to confirm the process

🧾 What Happens to Tax Reporting After You Update Your LLC?

Once your EIN and business entity are updated:

  • Amazon will generate a new W-9 tied to your LLC
  • You’ll receive a 1099-K form (if eligible) reflecting the new business entity
  • Make sure to inform your CPA or accountant of the change for accurate year-end filings

If you changed mid-year, you may receive multiple 1099-K forms—one under your old structure and one under the new LLC.

✍️ Final Thoughts: Keep It Clean, Keep It Compliant

Updating your LLC information on Amazon isn’t difficult—but it must be done precisely to avoid account flags or tax reporting issues.

In 2025, Amazon is more strict than ever about compliance, identity verification, and data matching with external entities like the IRS. The more accurate and consistent your information is across all platforms, the better.

Need help updating your Amazon business info or navigating compliance?
At Marketplace Valet, we help sellers optimize operations, stay compliant, and scale smart—without the headaches.

📩 Let’s chat about getting your account clean and compliant.

#AmazonFBA #LLCUpdate #SellerCentral #EcommerceCompliance #FBA2025 #AmazonSellers #MarketplaceValet #BusinessStructure #TaxInfoUpdate #AmazonHelp

How to Request More Inventory Space at Amazon FBA (Capacity Manager Walkthrough)

One of the most frustrating experiences for any Amazon FBA seller is hitting a storage limit—especially when you’ve got best-selling inventory ready to send in and cash flow tied up in product that can’t move.

You’re not alone. In 2025, FBA storage constraints are more common than ever, particularly for new sellers or those scaling quickly. Fortunately, Amazon introduced a solution: the FBA Capacity Manager.

With this tool, you can request additional inventory storage space—and with the right approach, you can increase your capacity without getting stuck in the system.

In this in-depth guide, we’ll walk you through:

  • Why FBA inventory space is limited
  • How Amazon’s Capacity Manager works
  • Step-by-step instructions to submit a storage increase request
  • How Amazon decides whether to approve your request
  • Tips to improve your chances and manage space effectively
  • What to do if your request is denied

Let’s help you get the space you need to scale your Amazon business.

🚚 Why Does Amazon Limit FBA Storage?

Amazon limits inventory storage to maintain warehouse efficiency, reduce congestion, and encourage sellers to manage inventory responsibly.

Storage limits are generally based on:

  • Inventory Performance Index (IPI)
  • Historical sales velocity
  • Seasonality and peak demand periods
  • Current fulfillment center availability

When sellers overstock slow-moving products or send in too much inventory all at once, it clogs up space Amazon needs for faster-turning items.

To keep things running smoothly, Amazon assigns capacity limits to each seller by month and by storage type (standard-size, oversized, apparel, footwear, etc.).

🔧 What Is the Amazon FBA Capacity Manager?

The Capacity Manager is Amazon’s built-in system that allows professional sellers to request additional FBA storage space on top of their assigned limits.

It was introduced to:

  • Give sellers more control over their fulfillment strategies
  • Let Amazon make data-driven decisions about space allocation
  • Allow Amazon to charge a reservation fee to balance demand

Sellers can now request space up to 3 months in advance and, if approved, get additional capacity—with a performance-based fee refund if your products actually sell through.

📋 Step-by-Step: How to Request More Storage Space

Let’s walk through how to submit a capacity increase request using Amazon’s Capacity Manager.

✅ Step 1: Navigate to Capacity Manager in Seller Central

  1. Log in to Seller Central
  2. Go to Inventory > FBA Inventory
  3. Click on Capacity Monitor
  4. Select the “Capacity Manager” tab (or use the search bar in Seller Central for “Capacity Manager”)

You’ll see your current storage limits, usage by storage type, and any previous or pending requests.

✅ Step 2: Choose Your Timeframe

Amazon allows you to request capacity for the upcoming month, as well as up to two future months.

This helps with forward planning—especially for Q4, Prime Day, or new product launches.

Select the month for which you’re requesting additional space.

✅ Step 3: Enter the Additional Volume You Need

Amazon asks how much extra capacity (in cubic feet) you’d like.

📦 To calculate this:

  • Go to your product catalog
  • Multiply the dimensions of each unit (L × W × H)
  • Multiply by the number of units you want to send
  • Divide by 1,728 to convert to cubic feet

You can also estimate based on historical usage or how much space similar shipments have taken up.

✅ Step 4: Set Your Reservation Fee Per Cubic Foot

This is where it gets strategic.

You’ll be asked to bid a reservation fee—a dollar amount per cubic foot that you’re willing to pay for the space if it doesn’t sell through.

💡 Important:
If your inventory sells through and generates enough sales, Amazon will refund the reservation fee (partially or in full).

So it’s a performance-based system.

Most bids fall in the range of $0.10 to $0.50 per cubic foot, depending on season and demand. Q4 bids are often more competitive.

✅ Step 5: Submit the Request

Review your:

  • Requested cubic footage
  • Target month
  • Reservation fee per cubic foot

Then click Submit Request.

You’ll get a confirmation and can monitor the status under Pending Requests.

Amazon will typically respond within a few days, depending on warehouse space availability and your account performance.

📊 How Amazon Approves Requests: What Matters Most

Amazon’s decision is based on several factors:

1. Your IPI Score

The Inventory Performance Index is Amazon’s core measure of how well you manage inventory.

To increase your chances of approval:

  • Keep your IPI above 400 (ideally 500+)
  • Improve sell-through rate by moving slow inventory
  • Avoid excess inventory or stranded listings
  • Restock smartly and avoid sending in too much at once

2. Your Sales Velocity

Amazon prefers to give space to sellers who:

  • Move inventory quickly
  • Have consistent sales over time
  • Operate in high-turn categories like consumables

If your products sell quickly and predictably, you’re more likely to be approved.

3. Your Bid Amount

Yes, Amazon takes the reservation fee into account. The higher the bid, the more incentive Amazon has to allocate space to you.

But don’t just overbid—only offer what makes sense for your profit margins. Remember, you get refunded if you sell through, but it’s a cost if you don’t.

4. Peak Season Considerations

During Prime Day or Q4, Amazon is more selective.

Plan early, submit requests months in advance, and monitor historical trends in your category.

📈 What to Do After You’re Approved

If your request is approved, here’s how to make the most of it:

  1. Send in inventory promptly – delays can result in missed sales
  2. Track sell-through rates closely – Amazon may reduce future approvals if sell-through is poor
  3. Promote your products with PPC or coupons to ensure strong movement
  4. Use the space wisely – prioritize high-margin, high-demand SKUs

❌ What If Your Request Is Denied?

It happens. Don’t panic.

Here’s what to do:

  • Review your IPI score and make necessary improvements
  • Resubmit with a higher reservation fee
  • Break your request into smaller increments
  • Focus on FBM (Fulfilled by Merchant) as a backup
  • Use a 3PL or prep center to hold excess stock and drip-feed to FBA

You can resubmit requests for future months, so keep monitoring your performance and capacity needs.

🧠 Best Practices to Stay Ahead of FBA Storage Limits

Whether you’re submitting a request or trying to avoid hitting limits again, here are some proven tips:

🧹 1. Clean Up Old or Excess Inventory

  • Run Amazon’s Manage Inventory Health reports
  • Create removal orders for non-performing SKUs
  • Liquidate stale inventory through deals or Lightning Deals

📦 2. Use a 3PL to Buffer Inventory

Work with a reliable third-party logistics (3PL) provider to:

  • Store excess stock
  • Repackage and prep for FBA
  • Ship partial replenishments as space allows

This helps you stay nimble without overloading FBA.

📊 3. Forecast Inventory Needs Intelligently

Use forecasting tools like:

  • Amazon’s Restock Inventory Tool
  • SoStocked, Forecastly, or Sellerboard
  • Your own seasonality data from prior years

The more accurately you forecast, the less you’ll rely on storage “emergencies.”

⚖️ 4. Balance FBM and FBA

If you’re constantly maxing out space, use FBM (Fulfilled by Merchant) listings as a safety net.

  • You stay in stock
  • You maintain sales rank
  • You don’t sacrifice customer experience

Many successful sellers operate hybrid models during constrained times.

✍️ Final Thoughts: Use Capacity Manager to Unlock Growth

Storage limitations don’t have to hold your business back.

Amazon’s Capacity Manager gives you a way to take control—if you understand how it works and use it strategically.

By combining:

  • Smart forecasting
  • Efficient space usage
  • Competitive (but profitable) bidding
  • A strong sell-through strategy

…you’ll position yourself for faster growth and fewer fulfillment headaches.

Need help managing your Amazon inventory or navigating FBA logistics?
At Marketplace Valet, we help sellers streamline operations, forecast smarter, and unlock growth with custom strategies and expert support.

📩 Let’s talk about optimizing your FBA inventory strategy.

#AmazonFBA #FBAStorage #CapacityManager #InventoryManagement #FBA2025 #MarketplaceValet #AmazonSellers #EcommerceLogistics #FBAHelp #AmazonGrowth

Amazon’s Search Display Update: Reorder Count vs. Orders – What Sellers Need to Know

Amazon is always evolving, and sellers who keep up win. In 2025, one of the most talked-about updates is something small—almost unnoticeable at first glance—but it could have big implications:

Instead of showing “X+ orders in the past month” on search result pages, Amazon is now testing “X+ customers reorder this item.”

If you’ve seen this, you’re not alone. Amazon appears to be running an A/B test across different categories, swapping out the familiar order volume indicator for a new focus: repeat purchasing behavior.

So what does this change mean? Is Amazon shifting its priorities? And how should sellers respond?

In this blog post, we’ll unpack:

  • What the reorder count display is and where it appears
  • Why Amazon might be running this A/B test
  • How reorder count could influence shopper behavior
  • Implications for seller strategy and listings
  • What to monitor if you’re part of the test
  • What you should be doing right now

Let’s get into it.

🔍 What’s Changing in Amazon Search Results?

For years, Amazon has displayed a subtle but powerful piece of social proof in search results:
“1K+ bought in past month” or “500+ purchased in last 30 days.”

This metric gave shoppers a fast and easy way to assess a product’s popularity and credibility.

But now, some sellers are noticing a new phrase in the same place:
“X+ customers reorder this item.”

It’s still positioned beneath the listing title and above the star rating, but the language and intent are different.

Here’s a side-by-side comparison:

Old MetricNew Metric
“1,000+ bought last month”“1,000+ customers reorder this item”

Amazon is essentially swapping volume-based social proof with loyalty-based social proof.

And that tells us something important.

🧪 Why Is Amazon Testing Reorder Counts?

This isn’t just a cosmetic change. It reflects a strategic shift in how Amazon wants shoppers to perceive product value—and how sellers should think about performance.

Here are three likely reasons behind the A/B test:

1. Amazon Wants to Highlight Long-Term Value

By showcasing reorder counts, Amazon is pushing the idea that repeat purchases = trust.

A product that’s frequently reordered likely:

  • Delivers on its promise
  • Provides consistent quality
  • Satisfies a recurring need
  • Keeps customers coming back

This aligns with Amazon’s broader focus on customer lifetime value (CLV) and repeat purchases—especially for FBA, Subscribe & Save, and replenishable goods.

2. It Could Combat Fake or Inflated Order Volume

Let’s face it—some sellers have used shady tactics to inflate order counts, including giveaways, rebates, or artificial traffic. But reorder counts are harder to fake.

This new metric gives Amazon (and shoppers) a more reliable indicator of product trust and loyalty, rather than just initial hype.

3. It Encourages Sellers to Focus on Quality and Retention

If reorder data becomes a key performance signal, sellers will be encouraged to:

  • Improve product quality
  • Deliver excellent post-purchase experiences
  • Use better packaging and follow-up
  • Launch subscription-friendly SKUs

This is good for Amazon’s long-term reputation—and ultimately for sellers who play the long game.

🧠 How Might This Change Shopper Behavior?

So how does a switch from “orders” to “reorders” affect what buyers do?

Here are a few possible impacts:

✅ Builds More Trust for Consumables

Shoppers buying food, supplements, cleaning products, or beauty items will feel more confident seeing “5,000+ customers reorder this item.”

It signals the product is not only good—it’s good enough to buy again.

✅ Prioritizes Loyalty Over FOMO

Instead of triggering impulse buys based on recent spikes, Amazon might be steering customers toward longer-term value.

“Lots of people are buying this” becomes
→ “Lots of people keep buying this.”

That’s a powerful mindset shift.

✅ Changes How We Think About Social Proof

Social proof is all about trust. But not all forms of trust are equal. A high “bought in last month” count can come from a viral trend or aggressive ads. A high reorder count implies real, earned loyalty.

Expect shoppers to start valuing the latter more, especially in 2025 as eCommerce becomes more relationship-driven.

📊 Seller Implications: What This Means for Your Strategy

If this test rolls out platform-wide, it could have serious ripple effects on how sellers launch, advertise, and measure success.

Here’s what to keep in mind:

🔄 1. Reorder Rate Might Become a Key Metric

Today, most sellers focus on conversion rate, ACoS, and session volume.

But if Amazon starts emphasizing reorder counts in search, sellers may need to optimize for repeat purchase rate as well.

Track how many customers come back to buy again. Start analyzing lifetime value (LTV)—not just first-time ROAS.

💬 2. Product Reviews and Quality Matter More Than Ever

A product with 3.5 stars and a bunch of refunds is unlikely to generate reorders. In fact, if reorder data becomes public, it will penalize low-quality products even harder.

Make sure you’re:

  • Addressing negative feedback
  • Updating packaging/instructions
  • Offering post-sale support
  • Using product inserts (within TOS) to encourage retention

🛒 3. Subscribe & Save Just Became Even More Important

If Amazon is shifting focus to reorders, Subscribe & Save sellers have the upper hand.

Start thinking:

  • Can I bundle this for a 30-day supply?
  • Should I launch a Subscribe & Save offer?
  • How can I retain monthly customers?

Reorders + subscriptions = high visibility in this new model.

📸 4. Listing Content Needs to Emphasize Loyalty

If reorder count becomes a selling point, you should highlight your repeat buyer appeal in your content.

For example:

  • Use bullet points like: “Loved by over 10,000 repeat customers”
  • Include lifestyle photos showing long-term use
  • Add testimonials from loyal customers in A+ Content

This builds trust and aligns with Amazon’s direction.

🎯 5. PPC Might Need Adjusting

If reorders influence visibility or conversion rates, PPC bidding strategies may need to adjust.

Products with higher reorder rates may:

  • Perform better on long-tail, high-intent keywords
  • Win more placements at lower bids (due to better conversion history)
  • Require less spend to maintain visibility once a reorder loop is established

Keep a close eye on your search term report and advertising analytics to see what changes over time.

🧪 What to Do If You’re Seeing This A/B Test

Some sellers are already part of this A/B test—whether they know it or not.

Here’s what you should do:

✅ Take screenshots of your listings in search
✅ Compare visibility vs. listings still showing “orders”
✅ Track changes in click-through rate (CTR) and conversion
✅ Monitor feedback from customers and reviews
✅ Ask yourself: “If reorder count becomes permanent, how does that affect my product lineup?”

🛠️ How to Prepare Now—Even If It Hasn’t Hit Your Niche Yet

You don’t need to wait for this test to go global. Proactive sellers can start positioning today:

  1. Focus on customer retention
  2. Launch bundles or variations that encourage repeat purchases
  3. Use Amazon Brand Analytics to understand buyer behavior
  4. Start tracking reorder rate manually with repeat purchase analysis
  5. Incorporate “trust language” into your listing copy (“Over 5,000 loyal buyers,” etc.)

✍️ Final Thoughts: Reorders > One-Time Orders?

Amazon’s move from showing “orders” to “reorders” in search results isn’t just a UI change—it’s a strategic signal.

Amazon is telling sellers and customers alike:
It’s not just about what sells fast—it’s about what sells again.

This subtle shift could:

  • Reward higher quality products
  • Boost long-term-focused brands
  • Help Amazon build a more trusted marketplace
  • Make fly-by-night sellers and low-quality listings less competitive

If you’ve been playing the long game, this is great news.
If not—it’s time to start thinking retention, not just acquisition.

Need help adapting your Amazon strategy to the latest changes?
At Marketplace Valet, we help brands optimize for what matters most—whether it’s visibility, conversion, or now, retention.

📩 Let’s talk about future-proofing your Amazon strategy.

#AmazonFBA #AmazonUpdate #ReorderCount #ABTesting #MarketplaceValet #FBA2025 #AmazonSearch #EcommerceStrategy #AmazonNews #RetentionMarketing

Relaunch Your Amazon Product with PPC, Pricing, and Image Optimization

Launching a product on Amazon is tough. But relaunching one that’s stalled, lost rank, or failed to gain traction the first time? That’s a whole different challenge—and it’s one that more sellers face than you might think.

Whether you’ve experienced low conversions, high return rates, poor traffic, or a failed launch altogether, don’t worry. A failed product is not a dead product—but it does need a strategic relaunch.

In this guide, we’ll walk you through exactly how to relaunch your Amazon product using the three key levers that actually move the needle:

  1. 📸 Image Optimization – to boost your click-through rate (CTR)
  2. 💰 Pricing Strategy – to balance value and profitability
  3. 🎯 PPC Advertising – to rebuild rank and drive conversions

By combining these tactics, you can breathe new life into your listing and turn a past failure into future success.

🔍 Why Amazon Products Fail (and Why Relaunches Work)

First, let’s talk about why products stall or fail on Amazon in the first place:

  • Poor product-market fit
  • Weak imagery that doesn’t convert
  • Bad keyword targeting or SEO
  • Overpriced (or underpriced) listings
  • Ineffective or mismanaged PPC campaigns
  • Low review count or poor review quality
  • Inconsistent inventory or suppressed ASINs

Amazon’s algorithm is brutal. Once your product dips in conversions or visibility, your organic rank plummets, and it becomes harder and harder to recover.

A strategic relaunch gives your ASIN a second chance—with better content, optimized pricing, and focused advertising.

Let’s break down how to do it right.

📸 Step 1: Optimize Your Images for Clicks and Conversions

Your main image is the first thing shoppers see in search results. If your CTR is low, it doesn’t matter how good your product is—shoppers won’t click.

Here’s how to refresh your listing images for maximum impact:

✅ 1. Start with the Main Image

Your main image should:

  • Fill at least 85% of the image space
  • Be shot against a pure white background
  • Show your product clearly and professionally
  • Include the full product (no cropped or partial images)
  • Be high-resolution (1000 x 1000 pixels or higher)

Pro Tip: Test different angles or versions using tools like PickFu or Amazon’s Manage Your Experiments.

✅ 2. Add Infographics to Secondary Images

Use infographics to:

  • Highlight product features
  • Show dimensions and compatibility
  • Explain use cases
  • Address common objections

Make sure they’re clean, mobile-optimized, and easy to read in thumbnail form.

✅ 3. Include Lifestyle Images

Show your product in use, by real people, in real-life settings.

This helps customers:

  • Visualize owning the product
  • Understand the size and scale
  • Build emotional connection and trust

✅ 4. Use Comparison Images

If your product is better than the competition, show it. Use side-by-side graphics to:

  • Compare features
  • Demonstrate performance or durability
  • Highlight unique selling points

✅ 5. Video (If Possible)

If you’re brand registered, a short, compelling product video can dramatically improve conversions. Focus on:

  • Product benefits
  • Real-world use
  • Unboxing or installation

💰 Step 2: Reassess and Adjust Your Pricing

Pricing is one of the biggest levers for both conversion rate and ad performance.

If your listing isn’t converting, your price may be:

  • Too high for your target audience
  • Too low to build trust
  • Not competitive with similar listings

Here’s how to approach it strategically:

✅ 1. Analyze Your Competition

Use tools like Helium 10, Jungle Scout, or Amazon itself to:

  • Identify top sellers in your category
  • Compare pricing, quantity, and value
  • Look for gaps or opportunities (e.g., if everyone is $19.99, try $17.47 or $21.95)

✅ 2. Use Charm Pricing and Anchoring

Pricing psychology still works on Amazon:

  • End with .97 or .99 to suggest value
  • Use strikethrough pricing (Was $29.99, Now $19.99)
  • Offer bundles or multipacks to increase perceived value per unit

✅ 3. Consider a Temporary Price Drop for Relaunch

A short-term price reduction can help:

  • Improve your conversion rate
  • Win the Buy Box more easily
  • Increase visibility through algorithmic signals
  • Reduce ACoS (if paired with ads)

Then, once you have momentum and reviews, slowly bring the price back up.

✅ 4. Track Your Profit Margins

Use tools like Sellerboard, Shopkeeper, or your own spreadsheets to ensure you’re not underpricing yourself out of profitability—especially when PPC costs are added in.

🎯 Step 3: Relaunch with a Smart PPC Strategy

Now that your listing is visually optimized and priced for conversion, it’s time to drive traffic and kickstart your rank again.

Here’s how to relaunch your product using PPC:

✅ 1. Structure Your Campaigns for Data and Scale

Use a 3-tier PPC structure:

  • Auto Campaign – Broad discovery (set low bids, monitor search terms)
  • Manual Broad/Phrase Match Campaign – Target mid- and long-tail keywords
  • Manual Exact Match Campaign – For converting, high-intent search terms

Keep ad groups tightly themed and limit keywords per group (5–10 max).

✅ 2. Target Your Best Keywords First

Use keyword research tools to identify:

  • High-volume, low-competition phrases
  • Keywords your competitors rank for
  • Relevant long-tail search terms with strong buyer intent

Start by focusing ad spend on your top 5–10 converting keywords.

✅ 3. Use ASIN Targeting Ads

Target competitor listings directly by:

  • Choosing under-optimized ASINs
  • Offering better value or bundling
  • Displaying your ad on their product page

This can steal sales from the competition at a lower cost than broad keyword targeting.

✅ 4. Set a Realistic Daily Budget

Plan to spend at least $25–$50/day per campaign during the relaunch window. Watch your ACoS and adjust bids based on performance, but give Amazon enough data to optimize.

✅ 5. Track and Optimize Weekly

Use your Amazon Campaign Manager to monitor:

  • Impressions
  • CTR
  • CPC
  • Conversion rate
  • ACoS/TACoS

Cut underperforming keywords. Increase bids on winners. Pause ad groups with low CTR and poor relevance.

🧱 Bonus: Build on a Solid Foundation

Before relaunching, make sure you’ve handled the basics:

🧾 Backend Keywords

  • Use all 250 bytes in the backend search terms
  • Avoid duplication of visible keywords
  • Add misspellings, synonyms, and niche variations

💬 Reviews and Ratings

  • If possible, reach at least 15+ reviews with a 4.3+ star average
  • Use the “Request a Review” button
  • Follow up via Buyer-Seller Messaging (TOS-compliant)
  • Improve your product based on review feedback

📦 Inventory

  • Ensure FBA stock is fully received and available
  • Avoid going out of stock during relaunch—this will kill your ranking momentum
  • Monitor your restock limits and IPI score

📈 Case Study: The Power of the Relaunch

A private label seller in the kitchen niche launched a silicone baking mat in late 2023. Despite a great product, their sales stalled within 3 weeks due to:

  • Weak images (no lifestyle photos)
  • Pricing $10 above competitors
  • Broad PPC campaigns with poor keyword targeting
  • Low review count (only 3)

In early 2024, they relaunched using:

  • A new main image, two infographics, and a lifestyle photo
  • Temporary price drop from $29.99 to $18.97
  • Targeted PPC campaigns around keywords like “non-stick baking mat for cookies”
  • Sponsored Brand video ad and ASIN targeting ads on top competitors

Results in 30 days:

  • Sales increased 230%
  • ACoS dropped from 76% to 32%
  • Organic ranking improved for 8+ keywords
  • Review count grew to 25+

✍️ Final Thoughts: Relaunch the Smart Way

A product that didn’t succeed at launch isn’t a failure—it’s just unfinished.

With the right approach to visuals, pricing, and advertising, you can relaunch your Amazon product and turn it into a consistent performer.

Here’s your 3-step action plan:

  1. 📸 Update your listing images for clarity, conversion, and professionalism
  2. 💰 Refine your pricing based on competition, psychology, and margin
  3. 🎯 Run focused PPC campaigns to drive traffic and build momentum

Relaunching takes work—but the payoff is worth it.

Need help optimizing or relaunching your Amazon product?
At Marketplace Valet, we specialize in turning underperforming ASINs into top sellers with smart content, PPC, and conversion strategy.

📩 Let’s talk about reviving your listing the right way.

#AmazonFBA #ProductRelaunch #ListingOptimization #AmazonPPC #FBA2025 #MarketplaceValet #EcommerceTips #ConversionRate #AmazonGrowth

Amazon Releases New Audience Targeting Groups on Brand Tailored Promotions

If you’ve ever wanted to get more strategic with your Amazon discounts—like sending a promo code only to customers who abandoned their carts or rewarding your most loyal shoppers—you’re going to love what Amazon just rolled out.

In early 2025, Amazon officially launched new audience targeting groups within its Brand Tailored Promotions (BTP) tool. This update gives brand-registered sellers powerful new ways to personalize their promotions, drive conversions, and build customer loyalty using behavior-based audience segments.

Whether you’re already using Brand Tailored Promotions or just getting started, this update is a major opportunity to stand out in a crowded marketplace.

In this post, we’ll break down:

  • What Brand Tailored Promotions are
  • What’s new in this 2025 update
  • The 4 new audience groups and how to use them
  • Real-world strategies to boost performance
  • How to set up your next campaign
  • Pro tips to track, test, and optimize

Let’s dive in.

🛍️ What Are Brand Tailored Promotions?

Brand Tailored Promotions (BTP) is a tool available to Brand Registered sellers that allows you to create custom discount offers targeted at specific groups of shoppers who have interacted with your brand.

Launched in 2023, BTP was Amazon’s answer to direct-to-consumer personalization. While the platform has long been effective at capturing first-time buyers through SEO and ads, Amazon wanted to offer sellers a way to nurture relationships and target past interactions more effectively.

With BTP, you can offer percentage-off discounts (5–50%) to audiences like:

  • Repeat customers
  • Brand followers
  • Recent purchasers
  • Cart abandoners
  • High-spend customers
  • Browsers who didn’t buy

These promotions show up in multiple places, including the detail page, coupon hub, and sometimes even in email or push notifications via Amazon’s customer outreach system.

🆕 What’s New in 2025?

The big news in 2025 is that Amazon has expanded its audience segmentation tools inside Brand Tailored Promotions.

Previously, you could target only a limited group of audience types like brand followers and recent customers. But with this update, Amazon has introduced four new audience targeting groups—giving sellers more control over how they personalize their offers.

This means you can now:

  • Target buyers based on how much they’ve spent
  • Re-engage customers who haven’t purchased recently
  • Reward top fans and brand advocates
  • Convert high-intent shoppers who left your product in their cart

It’s a major leap forward for sellers who want to run smarter, more effective promotions based on real customer behavior.

👥 The 4 New Audience Targeting Groups Explained

Let’s take a closer look at each new audience segment and how you can use it strategically.

1. High-Spend Customers

Who they are:
Customers who have spent significantly more than average on your products over a defined period (e.g., last 12 months).

Why it matters:
These are your VIPs—the people who love your brand and are willing to spend more than the average buyer. Rewarding them with exclusive offers can improve loyalty, lifetime value, and repeat purchase rate.

How to use it:

  • Send a special “VIP Loyalty Offer”
  • Offer early access to new product lines
  • Create a “thank you” campaign with an exclusive discount
  • Bundle offers or gift sets tailored to their preferences

Pro Tip: Use this segment to test higher-end products or upsell bundles.

2. Cart Abandoners

Who they are:
Customers who added your product(s) to their cart but didn’t complete the purchase.

Why it matters:
These shoppers showed intent but didn’t buy. They may have been distracted, experienced price hesitation, or simply weren’t ready. A well-timed promotion can push them over the finish line.

How to use it:

  • Send a limited-time discount (10–15%)
  • Emphasize scarcity (“Only a few left in stock!”)
  • Highlight reviews or social proof
  • Offer a bundle alternative to increase perceived value

Pro Tip: Combine this with ad retargeting for a double-hit approach.

3. Recent High-Intent Shoppers

Who they are:
People who have recently viewed your listings or product detail pages but didn’t add to cart or purchase.

Why it matters:
This is upper-mid funnel traffic—shoppers who are aware of your product but not yet sold. Tailoring promotions to this group can help convert more browsers into buyers.

How to use it:

  • Run a flash sale for this group only
  • Offer a first-time buyer discount
  • Use messaging like “Still thinking it over? Here’s 10% off.”
  • Promote comparison charts to show why you’re better than competitors

Pro Tip: Use the learnings from this segment to refine listing content and pricing strategy.

4. Repeat Customers (Now With Deeper Insights)

Who they are:
Shoppers who have purchased from your brand more than once—now with more granular filtering based on frequency or recency.

Why it matters:
Amazon now lets you get more specific with repeat customer targeting, enabling you to run separate promos for monthly buyers, holiday-only shoppers, or longtime loyalists.

How to use it:

  • Launch a “thank you” campaign for your most loyal fans
  • Offer a cross-sell on complementary products
  • Introduce a “loyalty rewards” offer with a tiered discount structure
  • Promote Subscribe & Save options with an added incentive

Pro Tip: Use repeat customer data to guide product development and bundling strategies.

🧠 Why This Matters for Sellers in 2025

Amazon is clearly pushing toward personalization and retention in a marketplace where acquisition costs are rising and competition is fiercer than ever.

With these new audience groups, you can:

  • Cut through the noise with hyper-targeted offers
  • Improve ACoS and ROI by sending discounts only to high-intent shoppers
  • Re-engage past buyers and convert more “maybe” customers
  • Maximize the value of every visitor to your listings

This is direct marketing 2.0—inside Amazon’s ecosystem. No need to build your own email list or run off-platform ads.

🛠️ How to Set Up a Brand Tailored Promotion

Creating a BTP campaign is simple, and with the new audience tools, it’s even more powerful.

Step-by-Step:

  1. Go to Seller Central > Brands > Brand Tailored Promotions
  2. Click Create Promotion
  3. Select your target audience group
  4. Choose the products you want to include
  5. Set your discount (5–50%)
  6. Choose your start and end dates
  7. Write a compelling promotion message
  8. Review and submit

📌 Your promotion must be approved by Amazon (usually within 24 hours).

Once live, your promotion will show in:

  • Product detail pages
  • Search results (as a badge)
  • The Amazon Coupons page
  • Possibly through Amazon’s email/push outreach

📊 Measuring Success: What to Track

After launching your campaign, monitor key metrics to evaluate success:

  • Redemption rate – Are people using the promo?
  • Conversion rate – Are targeted shoppers converting more?
  • Repeat purchase rate – Are past buyers coming back?
  • ROI – Are you making a positive return on discounted orders?
  • Lift vs. baseline – Are you seeing increased traffic or rank?

Compare this data across different audience segments to see which are worth investing in long-term.

🧩 Real-World Strategy Ideas

Need inspiration? Try one of these proven tactics:

🏆 VIP Launch Club

Target your high-spend customers with early access to a new product, with a private discount just for them.

🔁 Win-Back Campaign

Target customers who haven’t bought in 6+ months with a “We miss you!” offer and a reason to come back.

🎯 Cart Abandonment Rescue

Target recent cart abandoners with a 10% off promo and a message like “Still interested? Your deal is waiting.”

🛍️ Bundle Push

Target recent purchasers with a cross-sell bundle that combines their last purchase with a related item at a discount.

🧘 Final Thoughts: Small Segments, Big Impact

Amazon is giving sellers the tools to do what the best DTC brands have been doing for years: smart, targeted marketing based on behavior—not guesswork.

The new audience targeting options inside Brand Tailored Promotions give you the ability to:

  • Increase retention
  • Build stronger customer relationships
  • Improve conversion rates
  • Create marketing offers that actually matter to the shopper

And best of all—you don’t need external tools or email lists to do it. It’s all native to Amazon.

If you’re serious about building a brand (not just selling a product), this is the future of Amazon marketing.

Want help building your next Brand Tailored Promotion strategy?
At Marketplace Valet, we help brands optimize their listings, protect their presence, and drive smart, data-backed growth inside the Amazon ecosystem.

📩 Let’s build your audience-first strategy.

#AmazonFBA #BrandTailoredPromotions #AmazonSellers #MarketplaceValet #FBA2025 #AudienceTargeting #RetentionMarketing #SellerTools #AmazonMarketing #EcommerceStrategy

How to Take Down Black Hat Sellers Sabotaging Your Amazon Listings

Selling on Amazon isn’t just about optimizing listings and running PPC ads. As a seller, you’re also responsible for defending your brand from those who don’t play fair.

Unfortunately, black hat tactics are alive and well in the Amazon ecosystem. From hijacked listings to fake reviews, competitor sabotage, and false infringement claims, bad actors are constantly looking for ways to gain an edge—at your expense.

If you’ve ever experienced strange listing edits, ASIN takedowns without warning, or an influx of 1-star reviews overnight, you may have been targeted by a black hat seller.

This blog post is your in-depth guide to understanding:

  • What black hat tactics look like on Amazon in 2025
  • How to identify and document bad behavior
  • The exact steps to report and remove black hat sellers
  • How to protect your brand moving forward
  • Real-world tools and templates to help you act fast

Let’s dive in.

⚠️ What Are Black Hat Sellers?

“Black hat” sellers use unauthorized, unethical, or rule-breaking tactics to sabotage competitors and manipulate the Amazon marketplace for their own benefit.

While some sellers use “gray area” tactics like aggressive keyword stuffing or review outreach, black hat sellers go far beyond that.

Common Black Hat Tactics Include:

  • Hijacking listings by attaching counterfeit or unrelated products to your ASIN
  • Submitting false IP or trademark infringement claims
  • Malicious listing edits, like changing your title, bullets, or images
  • Fake negative reviews in waves to tank your star rating
  • Upvoting/downvoting Q&A or reviews to manipulate buyer perception
  • Keyword manipulation (adding irrelevant or offensive terms)
  • Competitor targeting via ad click fraud

These aren’t just shady—they’re against Amazon’s Terms of Service and, in many cases, illegal.

🚨 Red Flags That You’re Being Targeted

Not sure if you’re a victim? Watch for these signs:

  • Sudden spike in 1-star reviews that sound generic or unrelated
  • Your listing title, bullets, or main image is changed without your permission
  • ASINs being suppressed with no clear explanation
  • You can’t edit your own listing—even as the brand owner
  • Your PPC campaigns are draining budget unusually fast
  • A new seller suddenly jumps on your private label ASIN
  • Competitor ASINs are using your brand name in their titles or backend keywords

If any of these are happening to you—it’s time to act.

🧾 Step 1: Gather Evidence

Before Amazon can take action, you need to document everything. Amazon’s support team requires clear, specific proof.

Here’s what to collect:

For Hijackers:

  • Screenshot the Buy Box showing another seller on your ASIN
  • Document the storefront name, seller ID, and date
  • Order the product if necessary to prove it’s counterfeit or unrelated
  • Take pictures of the product and packaging when it arrives

For Fake Reviews:

  • Take screenshots of suspicious reviews
  • Note timestamps of when reviews came in (e.g., 10+ negative reviews in one day)
  • Check if reviewers have posted similar reviews across multiple competitors

For Malicious Edits:

  • Screenshot the listing before and after the changes
  • Go to “Manage Inventory” > “Listing Quality Dashboard” to check contributions
  • Use the Category Listings Report (enable it via support) to keep your master file updated

For False IP Claims:

  • Save all correspondence from Amazon
  • Prepare your trademark registration, brand registry documentation, and product imagery
  • Screenshot the claim details in your Account Health dashboard

Keep all evidence in a labeled folder, ideally timestamped and backed up in the cloud.

🛠️ Step 2: Take Action Inside Seller Central

Once you’ve collected your evidence, it’s time to report the issue through the proper Amazon channels.

For Listing Hijackers:

  1. Go to Inventory > Manage Inventory
  2. Click “Report a violation” next to your affected ASIN
  3. Select “Product detail page tampering” or “Unauthorized sellers”
  4. Include screenshots, order numbers (if you purchased the hijacker’s product), and evidence of Brand Registry enrollment

You can also use the Brand Registry Violation tool if you’re enrolled.

For Fake Reviews:

Amazon doesn’t allow you to remove reviews manually—but you can report them.

  1. Go to the product detail page
  2. Click the “Report abuse” link under the suspicious review
  3. Provide a detailed reason (e.g., spam, irrelevant, abusive language)
  4. Report multiple reviews in bulk using a Seller Support ticket + screenshots

You can also escalate through Brand Registry support with a case ID.

For Malicious Edits:

  1. Submit a Listing Issue case in Seller Central
  2. Explain that the content has been changed by an unauthorized contributor
  3. Include before/after screenshots and Category Listing Reports
  4. Reference your Brand Registry ownership and ask for contributions to be locked

Ask support to escalate to the Captive Team if initial agents are unresponsive.

For IP or Trademark Abuse:

If someone files a false infringement claim against you:

  1. Respond immediately through the Account Health dashboard
  2. Upload supporting documentation (USPTO certificate, brand registry confirmation, photos)
  3. File a counter-notice with legal support if the claim was abusive
  4. Ask for the false claim to be reviewed and removed under abuse of the IP reporting system

In severe cases, you may want to consult an eCommerce attorney for next steps.

📈 Step 3: Monitor and Maintain Control

Once you’ve resolved the immediate issue, focus on preventing future attacks.

Proactive Measures:

🛡️ 1. Enroll in Amazon Brand Registry

This gives you control over:

  • Listing content
  • A+ Content
  • Brand Store
  • IP tools for reporting abuse

📦 2. Use FBA to Protect the Buy Box

FBA sellers tend to win the Buy Box, and Amazon prioritizes them in disputes over counterfeits or hijackers.

🔍 3. Enable Transparency or Project Zero

These Amazon programs provide item-level tracking and protection against counterfeits, especially for premium brands.

📤 4. Keep a Master Flat File

Maintain a master version of your listings using Category Listing Reports so you can restore correct content quickly.

👀 5. Monitor Your Listings Weekly

Use tools like:

  • Helium 10 Alerts
  • Sellerboard Hijacker Alert
  • AMZAlert
  • Manual listing audits

Catch changes early so you can respond before they affect your ranking or account health.

🤝 Step 4: Escalate if Necessary

If Seller Support isn’t responding or your issue persists:

  • Ask to escalate to Account Health or Brand Registry escalation teams
  • Open a case through Brand Registry with priority
  • Use Amazon’s Policy Violation Escalation Form
  • Tag Amazon reps via LinkedIn or escalate through trusted contacts (carefully and respectfully)

In rare cases, if the sabotage is ongoing and causing serious damage, consider legal action. Work with an attorney experienced in Amazon-related cases.

💡 Final Thoughts: Defend, Don’t Just React

Amazon is an incredible platform—but it’s not always a level playing field.

Black hat sellers are looking for cracks in your defenses. Your job is to stay one step ahead, monitor vigilantly, and respond fast.

By understanding the tactics they use—and how Amazon handles violations—you can keep your listings safe, your brand protected, and your sales on track.

✅ TL;DR: How to Take Down Black Hat Sellers on Amazon

TacticWhat to Watch ForHow to Respond
Listing HijackingOther sellers on your ASINReport via Brand Registry & order proof
Fake ReviewsSudden negative review spikesReport abuse + escalate via support
Malicious EditsListing changes without your inputSubmit tickets + lock via Brand Registry
IP AbuseFalse trademark or copyright claimsProvide registration + file counterclaim

Need help recovering your listings or building long-term brand protection?
At Marketplace Valet, we help sellers defend their brands, optimize their listings, and win on Amazon—without playing dirty.

📩 Let’s talk about protecting your brand.

#AmazonFBA #BlackHatSellers #AmazonSellers #MarketplaceValet #BrandProtection #FBA2025 #SellerSupport #ListingDefense #AmazonHelp #EcommerceSecurity

Use Amazon Competitor Strategies to Outsell Rivals

Amazon is the most competitive marketplace in the world—and the stakes are only getting higher in 2025.

There are millions of sellers, thousands of similar products, and new competitors entering your category every day. But if you’re relying only on your own listings, reviews, and ad data to grow… you’re only seeing half the picture.

The secret weapon of the most successful Amazon sellers?
They study their competition, learn what’s working (and what’s not), and use that insight to build better strategies, listings, and campaigns.

In this post, you’ll learn how to:

  • Reverse-engineer top-performing competitors
  • Uncover hidden keyword and SEO opportunities
  • Analyze pricing, reviews, and listing elements
  • Spot weaknesses to exploit in your category
  • Apply competitor insights to your own success

Let’s jump in and show you how to use your competitors’ strategies to outsell them—ethically and effectively.

🔍 Step 1: Identify Your Real Competitors

Not every seller in your category is your competition. You want to zero in on the top 5–10 listings that are:

  • Ranking organically on page 1 for your main keywords
  • Running aggressive Sponsored Ads in your niche
  • Frequently appearing in Amazon’s “Customers Also Bought” or “Compared With” sections

Use tools like:

  • Amazon Search (manual search with incognito browser)
  • Helium 10 (Keyword Tracker, Cerebro, Xray)
  • Jungle Scout (Opportunity Finder, Product Tracker)
  • Search Query Performance Report (if Brand Registered)

Once you have your top competitors identified, it’s time to get tactical.

🧠 Step 2: Analyze Their Listings (and Reverse Engineer Their Strategy)

Now that you’ve found the top listings in your space, it’s time to study what they’re doing right—and what they’re doing wrong.

Look at Their:

✅ Titles

  • Are they keyword-rich?
  • Do they call out main benefits (not just features)?
  • Are they mobile-optimized (not cut off in search)?

✅ Images

  • Are they high-resolution and well-designed?
  • Do they show the product in use (lifestyle)?
  • Are there infographics or callouts?
  • Do they use comparison charts in A+ content?

✅ Bullets & Description

  • Are they benefit-driven or generic?
  • Are they easy to scan on mobile?
  • Are they addressing pain points and objections?

✅ A+ Content

  • Is it branded and visually cohesive?
  • Are they using modules effectively (e.g., comparison charts, lifestyle banners)?
  • Are they using storytelling, differentiation, and customer focus?

Take notes. Screenshots are your friend here.

Now ask: What are they doing that you’re not? Where can you do it better?

🗝️ Step 3: Steal Their Keywords (Legally)

Yes, you can ethically reverse-engineer your competitors’ SEO strategies.

Use Keyword Tools Like:

  • Helium 10 Cerebro – to spy on the ASIN’s indexed and ranking keywords
  • Data Dive – to map competitors’ keyword clusters
  • Amazon’s Brand Analytics – to check top keywords by ASIN (if you have access)

What to Look For:

  • High-volume keywords they rank for but you don’t
  • Backend keywords that aren’t obvious from the front end
  • Long-tail phrases with buyer intent like “for sensitive skin,” “for kids,” “2-pack”

Action:

  • Add missing keywords to your title, bullets, and backend
  • Use new keywords to create exact match ad campaigns
  • Group high-converting keywords into A/B tests for titles or bullet changes

Your goal is to match their SEO footprint—and then beat it with better content and higher conversions.

💰 Step 4: Analyze Their Pricing, Reviews & Offers

Shoppers on Amazon compare EVERYTHING—especially price and value.

Look at how your competitors are positioning their offers:

🧮 Pricing

  • Are they undercutting or charging a premium?
  • Are they using charm pricing ($19.99 vs. $20)?
  • Are they offering coupons, lightning deals, or Subscribe & Save?

🎁 Bundling & Variations

  • Are they bundling items you aren’t?
  • Are they offering multi-packs, gift sets, or kits?
  • Do they have color/size/quantity variations you could add?

🌟 Reviews & Ratings

  • What’s their star rating vs. yours?
  • What are their common compliments?
  • What are their most frequent complaints?

Pro Tip: Mine the 1-star and 3-star reviews of your competitors. These are gold for:

  • Improving your own product
  • Creating conversion-boosting bullets (“No messy leaks—unlike other brands”)
  • Building better packaging or instructions

📊 Step 5: Monitor Their Advertising Strategy

Amazon’s pay-to-play game is more competitive than ever. Knowing how your competitors spend on ads can help you outbid and outsmart them.

How to Spy on Ads:

  • Use Amazon itself—search your main keywords and see who shows up in Sponsored Product, Sponsored Brand, and Video placements
  • Use Helium 10 Adtomic or PPC Entourage to track ad placements
  • Run your own ads and analyze who’s bidding on your brand terms

Questions to Ask:

  • Are they bidding on generic keywords or branded terms?
  • Are they dominating Top of Search placements?
  • Are they running Sponsored Brand video ads or Amazon DSP?

Action:

  • If they’re missing Video Ads, you can gain an edge by adding yours
  • If they’re not bidding on your brand, protect it with branded campaigns
  • Launch ASIN targeting ads against their listings (especially if your offer is better)

🚧 Step 6: Find the Gaps They’re Missing

Your competitors are doing a lot right—but nobody gets it all right.

Here’s where you swoop in.

Common Weaknesses to Exploit:

  • Poor mobile optimization (cut-off titles, unreadable A+ content)
  • Limited variations or lack of bundles
  • Weak imagery (no infographics or context)
  • Negative reviews with no public responses
  • No brand story or brand store presence
  • Lack of international marketplace presence
  • Weak fulfillment (slow shipping or no FBA)

Ask:
What are they not doing that would make the experience better for the customer?
Where are they falling short—and how can you fill that gap?

🛠️ Step 7: Apply What You Learn to Outsell Them

Now that you’ve done the homework, here’s how to put it all into action:

✅ Listing Optimization

  • Update your title, bullets, and images with better keywords and clarity
  • Add benefit-driven content based on competitor weaknesses
  • Update A+ content with visual comparisons and feature highlights

✅ Enhanced Offers

  • Add a bundle or multi-pack
  • Improve your packaging, insert a warranty card or user guide
  • Create a premium version or budget version if the market allows

✅ Advertising Adjustments

  • Launch new campaigns based on competitor keyword research
  • Bid on their ASINs (if your product has a stronger value prop)
  • Run video ads if they aren’t
  • Protect your brand with branded campaigns and negative ASIN targeting

✅ Customer Experience

  • Address the complaints found in their reviews
  • Create clearer instructions, FAQs, or use-case examples
  • Implement follow-up email flows (using Amazon-approved tools) to increase review rate

🧘 Final Thoughts: Use Their Success to Build Yours

You don’t need to reinvent the wheel.
You just need to watch the right wheels, understand why they’re moving, and build a better one.

Competitor intelligence isn’t about copying—it’s about understanding, improving, and outperforming.

By studying your top Amazon competitors regularly, you’ll stay ahead of the trends, spot opportunities faster, and make smarter decisions that lead to more traffic, better conversions, and higher profit margins.

🚀 Ready to Outsell Your Amazon Competition?

At Marketplace Valet, we help Amazon brands audit their competition, optimize their listings, and build campaigns that scale profitably.

📩 Let’s talk about building a strategy that makes your rivals wish they were you.

#AmazonFBA #CompetitorAnalysis #AmazonSellers #MarketplaceValet #FBA2025 #EcommerceTips #ListingOptimization #BeatTheCompetition #PPCStrategy #AmazonGrowth

Understanding Match Types and When to Use Them on Amazon

Amazon ads are powerful. They can take a brand-new product from invisible to best-seller—or eat up your budget with minimal return if used incorrectly.

One of the most overlooked aspects of a successful Amazon Sponsored Products strategy is understanding match types.

Match types determine how your ads are triggered when a customer searches for something on Amazon. If you’re not using them strategically, you might be paying for clicks from shoppers who were never going to buy your product.

In this post, we’ll break down everything you need to know about Amazon PPC match types:

  • What match types are and how they work
  • The differences between Broad, Phrase, and Exact match
  • Pros and cons of each
  • When to use each match type in your campaigns
  • How to structure and optimize for better performance
  • Real-world examples and tips for sellers in 2025

Let’s get into it.

🎯 What Are Match Types in Amazon PPC?

When you run Sponsored Product campaigns on Amazon, you can target specific keywords you want your ads to show up for.

Match types control how closely a customer’s search must match your keyword in order for your ad to appear.

There are three core match types:

  1. Broad Match
  2. Phrase Match
  3. Exact Match

Each match type gives Amazon a different level of flexibility in triggering your ad.

Think of them as a spectrum:

Match TypeTargeting ControlTraffic VolumeConversion Accuracy
BroadLooseHighLow
PhraseMediumMediumMedium
ExactTightLowHigh

Understanding how each one works—and when to use them—is key to building effective, profitable campaigns.

🔍 1. Broad Match: Cast the Wide Net

How it works:
With Broad Match, Amazon shows your ad when a customer’s search contains any variation of your keyword.

This includes:

  • Synonyms
  • Plural forms
  • Misspellings
  • Related words
  • Words in any order

Example:

If your Broad Match keyword is running shoes, your ad could appear for:

  • “best shoes for jogging”
  • “blue men’s running sneakers”
  • “women running footwear”

✅ Pros:

  • High reach — great for discovery and top-of-funnel targeting
  • Helps you find new keyword opportunities
  • Good for new campaigns and product launches

❌ Cons:

  • Lower conversion rates
  • May waste spend on irrelevant traffic
  • Requires constant optimization and negative keyword use

When to Use Broad Match:

  • Testing phase of a new product
  • Trying to uncover new search terms
  • You have a strong budget and want wide exposure
  • You’re running auto campaigns (which function like Broad Match)

💬 2. Phrase Match: Balanced & Targeted

How it works:
Phrase Match shows your ad when a customer’s search includes your keyword in the exact order, but can have words before or after.

Example:

If your Phrase Match keyword is running shoes, your ad could appear for:

  • “best running shoes for women”
  • “cheap running shoes”
  • “running shoes size 10”

But not for:

  • “shoes for running”
  • “running and walking shoes”

✅ Pros:

  • More relevant traffic than Broad
  • Still offers decent volume
  • Good balance between discovery and control

❌ Cons:

  • Less reach than Broad
  • Still requires monitoring search terms
  • May miss valuable searches with different phrasing

When to Use Phrase Match:

  • You’ve already identified a good set of converting search phrases
  • You want moderate control without going full Exact
  • You want to test keywords that are too competitive for Exact
  • You’re scaling campaigns and optimizing for ACoS

🔐 3. Exact Match: Precision Targeting

How it works:
Exact Match shows your ad only when the customer’s search is exactly your keyword—with no other words added (minor variations like plural/singular or punctuation may still trigger).

Example:

If your Exact Match keyword is running shoes, your ad will show for:

  • “running shoes”
  • “Running Shoes”
  • Maybe “running shoe” (plural variation)

But not for:

  • “best running shoes”
  • “running shoes for women”
  • “cheap running shoes”

✅ Pros:

  • Highly relevant traffic
  • Better conversion rates
  • More control over spend
  • Lower ACoS (if keyword performs well)

❌ Cons:

  • Limited reach
  • May miss traffic from long-tail variations
  • Can be expensive if targeting competitive terms

When to Use Exact Match:

  • You know exactly what keywords convert
  • You want to protect branded keywords
  • You’re optimizing for profitability
  • You’re running a remarketing strategy or retargeting best sellers

🧠 How to Use Match Types Together

The best Amazon advertisers don’t choose just one match type—they build structured campaigns that use all three strategically.

Here’s a basic structure that works well:

🔄 3-Campaign Funnel Approach

  1. Broad Match Campaign (Discovery):
    • Use broad match keywords to collect data
    • Add new converting terms to your Phrase/Exact campaigns
    • Monitor carefully and use negative keywords to eliminate waste
  2. Phrase Match Campaign (Refinement):
    • Take your top-performing broad keywords
    • Run them in phrase match to get more targeted traffic
    • Continue testing search term variations
  3. Exact Match Campaign (Scaling):
    • Use your best-converting keywords only
    • Set higher bids to maintain visibility
    • Lower ACoS and drive consistent performance

This structure gives you data, control, and scalability all at once.

🚫 Don’t Forget Negative Keywords!

As you expand your campaigns, you’ll want to exclude irrelevant search terms—especially in Broad and Phrase campaigns.

Examples:

  • If you sell premium running shoes, add “cheap” or “discount” as a negative
  • If your product is for men, add “women” or “kids” as negatives
  • Exclude competitor brand names if you don’t want to compete on price

Use Amazon’s Search Term Report to see what shoppers are typing—and add negative keywords weekly.

🧪 Real-World Example: Match Types in Action

Let’s say you sell a product called “Organic Protein Powder.”

Broad Match:

  • Ads show for: “best vegan powder,” “organic muscle shake,” “post workout nutrition”

✅ Good for discovering new search terms
❌ Risky if you don’t monitor closely

Phrase Match:

  • Ads show for: “organic protein powder,” “organic protein powder for men,” “cheap organic protein powder”

✅ Good balance of control and reach
❌ May miss traffic like “plant-based organic powder”

Exact Match:

  • Ads show only for: “organic protein powder”

✅ High intent and high conversion
❌ Limited volume unless keyword is a top performer

Strategy:
Start with broad match to find converting terms. Then move them into phrase and exact match campaigns with tailored bids and more control.

🔄 Ongoing Optimization Tips

Match types are not “set it and forget it.” You need to review performance regularly.

  • Monitor ACoS and ROAS for each match type
  • Use the Search Term Report weekly
  • Adjust bids based on keyword performance
  • Add new high-performing search terms into Exact campaigns
  • Pause or lower bids on poor performers
  • Use negative keyword lists across multiple campaigns

A/B testing with placement adjustments (Top of Search vs. Rest of Search) can also reveal where your match types perform best.

✍️ Final Thoughts: Mastering Match Types = Mastering Amazon Ads

Understanding how Broad, Phrase, and Exact match types work—and how to use them strategically—is one of the most important skills for Amazon advertisers in 2025.

Used correctly, match types help you:

  • Lower ACoS
  • Improve conversions
  • Scale campaigns profitably
  • Target the right shoppers at the right time
  • Take control of your keyword strategy

Remember, it’s not about choosing one match type over the others—it’s about using each one at the right stage of your ad funnel.

✅ Quick Recap: When to Use Each Match Type

Match TypeBest ForStrategy
BroadDiscovery, keyword miningUse with low bids + negatives
PhraseMid-funnel optimizationRefine top keywords
ExactHigh-converting keyword scalingBoost top terms with confidence

Need help setting up or optimizing your Amazon PPC campaigns?
At Marketplace Valet, we help brands run smarter, leaner, and more profitable advertising on Amazon—with full-funnel keyword strategy and conversion-focused listing support.

📩 Let’s talk about building the right match-type strategy for your brand.

#AmazonFBA #AmazonAds #PPCStrategy #MatchTypes #FBA2025 #AmazonSellers #BroadMatch #PhraseMatch #ExactMatch #EcommerceAdvertising #MarketplaceValet #AmazonMarketing

Why Your Amazon Sales Are Stuck—and What to Do About It

You’ve done everything right—or so it seems.

You’ve launched your product. You’ve written solid listing copy. Your images look great. You’ve even turned on Sponsored Product ads.

But your sales?
📉 Flat. Stuck. Frozen.

If you’re feeling frustrated because your Amazon sales have plateaued—or worse, declined—you’re not alone. This is one of the most common pain points for Amazon sellers at every level, from new solopreneurs to multi-brand aggregators.

The good news? Stuck sales are usually fixable.
But you need to understand why it’s happening so you can take the right action.

In this blog post, we’ll walk through:

  • The most common reasons Amazon sales stall
  • How to diagnose your issue (traffic vs. conversion)
  • Strategic fixes to get your momentum back
  • Advanced tactics to future-proof your listings
  • Real-world examples and actionable next steps

Let’s get into it.

🧠 Step 1: Diagnose the Real Problem (Traffic vs. Conversion)

Before you change anything, you need to identify the root cause of your sales stagnation.

There are two core reasons Amazon sales slow down:

  1. Lack of traffic – Not enough people are seeing your product listing
  2. Poor conversion – People are seeing it, but not buying

🔍 How to Know If It’s a Traffic Problem:

Check these metrics in Seller Central or via your analytics tool:

  • Sessions: How many people are visiting your listing
  • Impressions: How often your ad or product is shown
  • Click-Through Rate (CTR): The % of people who click after seeing your product in search results

👉 If your impressions and sessions are low or declining, you have a traffic problem.

💡 How to Know If It’s a Conversion Problem:

Now check your:

  • Unit Session Percentage (Conversion Rate): How many people are buying once they view your listing
  • Add to Cart rate
  • Review health and recent comments
  • Competitor pricing and offers

👉 If people are seeing your listing but not buying, you have a conversion problem.

Sometimes, it’s both.

Let’s break down how to fix each.

🚦 If You Have a TRAFFIC Problem, Try This:

✅ 1. Optimize Your Keywords

Amazon’s algorithm is search-driven. If your keywords aren’t relevant or up-to-date, you won’t show up in results.

  • Use tools like Helium 10, Data Dive, or Amazon Search Query Performance reports
  • Identify high-volume, low-competition search terms
  • Add those keywords to your title, bullets, A+ Content, and backend search terms
  • Include long-tail keywords that reflect buyer intent (e.g., “sugar-free electrolyte powder for runners”)

✅ 2. Refresh Your Main Image

Your main image is the #1 factor in getting clicks.

  • Use high-resolution, professional photos
  • Make the product fill 85%+ of the image space
  • Test new versions with subtle enhancements: shadows, contrast, angles
  • Run A/B tests using Amazon’s “Manage Your Experiments” or tools like PickFu

✅ 3. Improve Your Ad Strategy

Your ads may be outdated, underperforming, or targeting the wrong audience.

  • Break campaigns out by SKU or match type
  • Focus on high-converting search terms, not just keywords
  • Consider Sponsored Brand or Sponsored Video ads to increase visibility
  • Monitor TACoS (Total Advertising Cost of Sales) to ensure profitability

✅ 4. Check for Suppressed or Hidden Listings

Sometimes Amazon reduces visibility due to missing info or suppressed listings.

  • Go to Manage Inventory and filter by “Suppressed”
  • Fix missing fields (e.g., product type, weight, images)
  • Ensure your category and variation structure is clean and compliant

🛒 If You Have a CONVERSION Problem, Do This:

✅ 1. Review Your Offer

Compare your listing with top competitors:

  • Are you priced competitively?
  • Do you offer enough value?
  • Do you have a better guarantee, bonus item, or pack size?
  • Are your reviews and ratings competitive?

If you’re overpriced, poorly reviewed, or lacking differentiation, buyers will bounce.

✅ 2. Improve Your Listing Copy

Generic, keyword-stuffed copy won’t convert.

  • Use benefit-focused language (not just features)
  • Format for mobile (short bullets, emojis if appropriate)
  • Speak to a specific customer pain point
  • Use storytelling to connect emotionally

Example:
❌ “High-quality stainless steel water bottle”
✅ “Keeps drinks cold for 24 hours—perfect for long hikes, workouts, or kids’ sports games.”

✅ 3. Add A+ Content (or Refresh It)

If you’re brand registered, A+ Content is a must.

  • Use lifestyle images that show your product in action
  • Add comparison charts to upsell bundles or larger packs
  • Call out specific features visually (e.g., “BPA-Free”, “30-Day Supply”)

✅ 4. Review Your Reviews

Your review count and star rating are major conversion levers.

  • Do you have less than 100 reviews? Work on building up your review base
  • Is your rating below 4.2? Address the root cause (quality, shipping, expectation mismatch)
  • Read the negative reviews and spot common complaints
  • Respond to customer feedback and improve your product if needed

Pro Tip: Use the “Request a Review” button inside Seller Central after each order.

✅ 5. Consider Offering a Bundle or Variation

Give shoppers more options under the same listing to increase perceived value and choice.

  • Add a 2-pack or 3-pack
  • Bundle with a complementary item
  • Create size or flavor variations

This can also help you stand out in search results and increase average order value.

🧪 Advanced Fixes If You’re Still Stuck

If you’ve made basic improvements and your sales are still stuck, try these next-level tactics:

⚡ 1. Relist the Product (Soft Reset)

If your listing has stale data or an old ASIN, relisting can give it new life.

  • Create a fresh ASIN under a new variation parent
  • Migrate your reviews using flat file uploads or Amazon support
  • Re-launch with updated title, bullets, and images

📦 2. Enroll in Subscribe & Save

If you sell consumables, Subscribe & Save is a great way to:

  • Increase lifetime value
  • Improve conversion rate
  • Build customer loyalty

You’ll need to meet inventory requirements and have consistent delivery.

🎥 3. Launch Sponsored Video Ads

Video ads are dominating Amazon SERPs—and they often cost less per click than traditional ads.

  • Use a short (15–30 sec) video showing the product in action
  • Include on-screen text, benefits, and a strong CTA
  • Target branded and competitor keywords

🌎 4. Expand to International Marketplaces

If you’ve plateaued in the U.S., consider:

  • Canada
  • UK
  • EU
  • UAE
  • Japan

Use Amazon’s Global Selling tools to translate, localize, and test new markets.

📊 Track, Test, and Iterate

Here’s the golden rule: Don’t guess. Track everything.

Use the following reports:

  • Search Query Performance (Brand Analytics)
  • Product Opportunity Explorer
  • Business Reports (Sessions, Conversion)
  • Ad Reports (Search Term, ASIN, Campaign Performance)

Compare weekly trends, test changes one at a time, and double down on what’s working.

📌 Recap: Why Sales Get Stuck (and How to Fix It)

Problem TypeCauseFix Strategy
Low TrafficPoor keywords, weak images, no adsOptimize SEO, update main image, fix PPC
Low ConversionPoor listing copy, low reviews, uncompetitive offerImprove copy, reviews, and offer
Algorithmic LimitsSuppressed ASIN, backend issuesCheck health reports, fix compliance
Stale ListingsAlgorithm de-prioritizationRefresh copy, relaunch, re-bundle

✅ Final Thoughts: Don’t Stay Stuck

If your Amazon sales are stalled, don’t assume the market is saturated or your product is doomed.
In most cases, you’re just one or two smart tweaks away from growth.

Success on Amazon isn’t about big, flashy moves—it’s about small, consistent optimizations backed by data.

Need help turning your stalled listing into a sales machine?
At Marketplace Valet, we help Amazon sellers fix, scale, and optimize listings for long-term growth—with creative strategy and data-driven execution.

📩 Let’s talk about your stuck sales and how to restart momentum.

#AmazonFBA #SalesPlateau #AmazonOptimization #FBA2025 #MarketplaceValet #AmazonSellers #ConversionRate #ListingHelp #EcommerceGrowth #TrafficAndConversion