How We Grow Brands on Amazon: Our 4-Step Process

01 — The process

Four steps. Built on Amazon's own data.

The same order every time: demand first, then the listing, then the ads, then the defence. Skipping ahead is how brands end up paying for clicks that never convert.

1Demand 2Conversion 3PPC 4Defend

01

Step 1 · Demand

Find the demand the giants are winning

We read your category the way Amazon reports it, search by search. Search Query Performance shows how the impressions, clicks, cart adds and purchases for each search split between your brand and the whole market. Top Search Terms shows which three products take most of the clicks and conversions. Product Opportunity Explorer sizes the niche and how fast it's growing. DataDive and Helium 10 fill in the full keyword universe and who ranks where.

We pull

Search Query PerformanceTop Search TermsSearch Catalog PerformanceProduct Opportunity ExplorerDataDiveHelium 10

We look for

High-volume searches where your purchase share trails your click share
Searches where the top three products hold a thin share of conversions, so a giant can be beaten
Relevant keywords you aren't indexed or ranking for yet

You get

A prioritised map of the searches to win, and in what order
A clear read on where each competitor is strong and where it's exposed

Rebuild the listing to convert that traffic

02

Step 2 · Conversion

Rebuild the listing to convert that traffic

Every part of the listing has a job in the search funnel. The main image, title, price and rating win the click on the results page. The image stack, bullets and A+ answer the objections that stop a cart add. Backend search terms and attributes keep you indexed for everything relevant, and the copy is written for Rufus, Amazon's AI shopping assistant, as well as for the search bar.

See the galleries and A/B results

We pull

Business ReportsSearch Query PerformanceCustomer reviews and Q&AManage Your Experiments

We look for

Searches where your click-through rate lags the market
Pages that get the session but lose the cart add
Objections that keep coming up in competitors' reviews

You get

Title, bullets and backend search terms
Main image and image stack, A+ and Premium A+, Brand Story and Storefront
Main image and content A/B tests in Manage Your Experiments

Engineer PPC to intercept high-intent searches

03

Step 3 · PPC

Engineer PPC to intercept high-intent searches

No spray and pray. Campaigns are split by the job they do: defend your brand terms, win the category searches, conquer competitor searches and target competitor product pages. Search term reports feed a harvest loop: terms that convert graduate to exact match, terms that burn money get negated. We judge ads on TACoS as well as ACoS, because the goal is organic rank and share, not just ad sales.

We pull

Search term reportsPlacement and targeting reportsSponsored ProductsSponsored BrandsSponsored DisplayKeyword rank tracking

We look for

Searches where you sit on page two organically and ads can lift you
Search terms that spend without converting
Placements and hours where the same click costs more than it returns

You get

Campaign structure by intent: brand, category, competitor and product targeting
Keyword harvesting and negation, bid and placement control
Dayparting where the data shows it pays

04

Step 4 · Defend

Defend the ground and keep growing

Share you win can be taken back. We track your search funnel share and organic rank over time, protect the listing through Brand Registry, watch the Featured Offer (the Buy Box) and pricing, build reviews within Amazon's rules, and expand the catalogue into new variations, bundles and marketplaces when the data says the demand is there.

We pull

Search Query Performance trendsKeyword rank trackingBrand RegistryRepeat Purchase BehaviorMarket Basket AnalysisAmazon Vine

We look for

Searches where a competitor starts taking back click or purchase share
Listing changes, hijackers and pricing that put the Featured Offer at risk
Products bought together and repeat purchase gaps that point to the next launch

You get

Ongoing optimisation and a review strategy within Amazon's rules
Pricing and Featured Offer protection
Catalogue and marketplace expansion across the UK, US and EU

02 — The search funnel

The search funnel tells us what to fix.

Search Query Performance reports every search in four stages: impressions, clicks, cart adds and purchases, with your brand's share of each. The stage where your share drops is where you lose the shopper, and each stage has a different fix.

Tap a stage to see what it tells us

Stage 1 · Impressions

They don't see you

What it usually means

Your impression share is low: you aren't indexed, relevant or ranking for the searches that matter, or your ads don't cover them.

What we change

Keyword coverage across the title, bullets and backend search terms, and ads that build rank on the searches we want to own.

Stage 2 · Clicks

They see you and scroll past

What it usually means

You get the impressions but not the clicks: your main image, title, price, rating or delivery promise loses the side-by-side on the results page.

What we change

A main image tested in Manage Your Experiments, a sharper title, and a price and coupon position that wins the comparison.

Stage 3 · Cart adds

They click and don't add to cart

What it usually means

The product page doesn't answer the questions the shopper came with. The images, bullets, A+ or reviews leave doubt.

What we change

An image stack, bullets and A+ built around real objections, plus a variation and review strategy.

Stage 4 · Purchases

They add to cart and buy elsewhere

What it usually means

You lose at the last step: price against the alternatives, delivery speed, stock or the Featured Offer.

What we change

Offer and pricing, delivery promise and stock, and protecting the Featured Offer.

03 — Our data stack

Amazon's data first. Tools second.

Amazon's reports show what shoppers actually searched, clicked and bought. Third-party tools estimate the rest of the market. We use both, and we know which one to trust for what.

First-partyAmazon's own data

Search Query PerformanceYour share of impressions, clicks, cart adds and purchases, search by search.
Search Catalog PerformanceThe same funnel, product by product.
Top Search TermsWhich three products win the clicks and conversions for each search.
Product Opportunity ExplorerNiche size, search volume and growth, before you commit.
Market Basket AnalysisWhat shoppers buy together with your products.
Repeat Purchase BehaviorWho comes back, and how often.
Business ReportsSessions, conversion and the Featured Offer, day by day.
Amazon Ads reportsThe search terms, placements and targets behind every click you pay for.
Manage Your ExperimentsA/B tests of the main image, title and A+, judged by Amazon.

Research toolsThe rest of the market

DataDiveNiche keyword research, relevance scoring and rank tracking.
Helium 10Reverse-ASIN and keyword research across the whole market.

Brand Analytics, which includes Search Query Performance, needs Amazon Brand Registry (Amazon's rule as of September 2026). For brands that aren't enrolled yet, that's where we start.

Tool names are trademarks of their owners and are used here only to describe how we work.

04 — Metrics

The numbers we steer by

No vanity metrics. These are the numbers Amazon reports, and the ones that move sales.

Funnel share

Your share of impressions, clicks, cart adds and purchases for each search.

Shows exactly where you lose the shopper.

CTR

Clicks ÷ impressions on the search results page.

The main image and title's report card.

Unit session %

Units ordered ÷ sessions. Amazon's conversion rate.

The product page's report card.

ACoS

Ad spend ÷ ad sales.

Judged campaign by campaign, by the job each one does.

TACoS

Ad spend ÷ total sales, organic included.

Falls when ads are building organic rank.

Organic rank

Where you sit, unpaid, for the searches that matter.

Tracked over time, keyword by keyword.

Featured Offer %

The share of page views where your offer wins the Buy Box.

Without it, most visits can't turn into your sale.

Repeat purchase

The share of customers who come back and buy again.

Sets what a new customer is really worth.

05 — Proof

Measured in Amazon's own tools.

Main image tests run in Amazon's Manage Your Experiments, so the result is Amazon's number, not ours.

3×the conversion rate

Pilates grip socks, Amazon US. New main image vs old in Manage Your Experiments: conversion 0.115% → 0.343%, 94% probability the new image is better.

See the test 21listing galleries

Main images, image stacks and Premium A+ across hair care, body care, pet care and activewear.

See the work

What our clients say

Working with Amazon Experts has honestly felt like discovering a hidden growth engine for our brand.
In just 3 months, our Amazon sales increased by more than 400%. Their team completely rebuilt our listings, SEO structure, and advertising strategy — and the results came faster than we expected.
What impressed me most is that they don't just “optimize.” They think strategically like true partners. Because of the success, we immediately expanded together into Sweden, France, and the Netherlands.
If you want serious Amazon growth, these guys are pure magic.

Paolo ConriSEO Manager, Lacote Group

Great people. Great results. Zero drama.
From day one, Amazon Experts understood our products and our vision. I gave them full trust to handle our Amazon and global online expansion — and they delivered beyond expectations.
They improved our listings, positioning, and international strategy, and our sales increased steadily across multiple markets.
It feels like having an in-house Amazon team that truly cares about your brand's success.
Highly recommended.

HristoOwner, Milva Products

We actually started working together almost as a small test — just to “see what happens.”
Now they generate tens of thousands in monthly turnover for us on Amazon.
Their team knows exactly how Amazon works: content, SEO, ads, and conversions. Everything is data-driven and structured. No guessing.
They turned Amazon from a side channel into a serious revenue stream for our company.
Professional, transparent, and very effective.

Wojciech SzeligaOwner, Vis Plantis Company

We speak Amazon and its data.

Four steps. Built on Amazon's own data.

Find the demand the giants are winning

We pull

We look for

You get

Rebuild the listing to convert that traffic

We pull

We look for

You get

Engineer PPC to intercept high-intent searches

We pull

We look for

You get

Defend the ground and keep growing

We pull

We look for

You get

The search funnel tells us what to fix.

They don't see you

What it usually means

What we change

They see you and scroll past

What it usually means

What we change

They click and don't add to cart

What it usually means

What we change

They add to cart and buy elsewhere

What it usually means

What we change

Amazon's data first. Tools second.

First-partyAmazon's own data

Research toolsThe rest of the market

The numbers we steer by

Measured in Amazon's own tools.

What our clients say

Ready to stop donating traffic to the giants?