I read 13 hours of Amazon and DTC content over the past 2 weeks to learn what's actually working for brands.
Here's what stood out:
- A solid defensive Amazon ads strategy
- Tariffs as an opportunity, not just a cost
- A bold prediction about AI and the future of sourcing
Plus other cool Amazon tips.
👉 First time reading? Read the full FBA Notebook here.
If you’re looking for a daily P&L dashboard, SellerRise is my favorite. Use THIS link to get 10% OFF Sellerise for 12 months. It’s $16/mo for loads of beautifully organized Amazon data.
Notes on Amazon
📝 Defensive Ad Tactics That Actually Work on Amazon
Most sellers think of ads as a growth lever.
But if you’re not playing defense, you’re leaving the back door open.
Here’s a quick breakdown of smart defensive ad strategies top Amazon brands are using right now:
- Use tools like Helium 10 to spot where your rivals are bidding. My favorite way to check this: use Cerebro to lookup a competitor ASIN and filter for sponsored rank 1-10, then sort by highest to lowest search volume. If they’re going hard on a product like yours, don’t wait - ramp up your Sponsored Product and Display ads to hold your ground.
- Keep your defense lean (<10% of budget) but sharp. Use high bids on brand and product-specific terms to block competitors. Run branding campaigns separately to avoid dilution.
- Manual control = less waste. Automation in defensive campaigns leads to weird bidding and poor data.Adjust based on what you see - this is precision work, not set-and-forget.
- Most people only tweak keywords. Winning brands use bid modifiers to own top-of-search. Set 700% adjustments there to test if conversion rates climb.
- Broad match = budget drain. Run three campaign types for branded terms (SB, SBV, SP) and keep them tight with exact/phrase match.
- Dive into Brand Analytics. Find out which terms are actually converting, not just getting clicks. Update your keywords weekly based on real user behavior.
- Your name is a battleground.Other sellers will target your branded searches.Set bids to cover at least 80% of their aggression and hold that #1 spot.
- Use video and display to round out your defense.Retarget non-buyers.Tell your story.Allocate 15% of your ad budget to these formats for better brand lift.
Defensive campaigns aren’t passive.
They’re calculated, manual, and high-impact.
Dial these in, and you’ll plug leaks before they cost you real money.
📝 Leverage Negotiation Power with Manufacturers Now
Tariff dynamics present a rare opportunity to renegotiate terms with manufacturers - especially those in China who fear losing business.
It’s a strategic moment to push for better rates or payment terms.
I'm betting that these tariffs won't last forever... so instead of making a hasty decision to leave China, I've leaned deeper into my partnership with them.
Maybe this is a terrible idea. But I'm trying to zig when others zag. Or as Warren Buffet says, "Be greedy when others are fearful."
So this week I sent an email to my supplier. Instead of (unfairly) asking them to absorb the cost, I said, "It's not fair for either of us to bear the cost of these tariffs, and you already provide great pricing which we are so thankful for. We believe we are positioned for strong growth in the coming years. Rather than requesting further price decreases due to increased tariffs, we are requesting Net 60 payment terms to help our operations stay strong. This will allow us to keep growing orders with you and continue a long partnership."
Usually, you have to negotiate for longer payment terms through accepting HIGHER COGS. But this might be the only time you can negotiate for better payment terms and lower COGS.
📝 Place Emphasis on Conversion Metrics to Drive Advertising Success
A common mistake I see new sellers on Amazon make: judging PPC success on sales.
The 2 most important metrics to look at before adjusting ads:
1 - Conversion rate
2 - Influence on organic ranking
If a keyword has 20+ clicks and no sales - its CVR sucks and you need to shut it off. BUT if you notice that spending money on clicks is driving a higher organic ranking for that keyword... it might be worth to keep running.
📝 Financial Discipline is Non-Negotiable
The current climate demands rigorous financial discipline. Review all operating expenses (OPEX) and focus on cutting out non-essential functions, especially administrative overheads.
Implement zero-based budgeting adjustments. Challenge every expense - do X initiatives generate real ROI or are they just “nice to have”?
📝 Always Request a Bill of Materials (BOM) from Suppliers
Understanding the exact components and materials in your products is vital for cost management and quality assurance.
Requesting a BOM allows you to break down costs associated with raw materials, enabling you to identify areas for potential savings without sacrificing product integrity.
Once you receive a BOM, analyze it to comprehend the cost structure and evaluate alternative materials that may reduce costs while maintaining quality.
Featured content from X, YouTube, or LinkedIn
This video only has 47 views.
But has BOLD predictions about AI and the future of sourcing:
📝 Automate Supplier Sourcing Using AI
Traditional sourcing involves lengthy negotiations and inefficient communications. Cavella’s AI agents contact over 200,000 suppliers, securing optimal quotes while handling quality assurance and compliance issues. This automation reduces the typical sourcing workload by 95% and can slash production costs by up to 40%.
Implement an AI sourcing solution like Cavella. Start by defining your product specifications clearly and allow the AI agent to query the network of suppliers to find the best matches. Use real-time data to re-evaluate your existing suppliers regularly.
📝 Continuous Sourcing as a Service
Instead of establishing long-term relationships with a single supplier, which may become obsolete, brands should adopt a flexible sourcing model. Cavella encourages ongoing assessments, allowing brands to shift suppliers based on current market conditions and pricing strategies.
Create a quarterly review process to evaluate supplier performance and market conditions. Use an AI tool to track supplier performance metrics, helping you pivot quickly when better options arise.
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CFOs love to cut marketing budgets during recessions. Data shows that might be a bad idea?
Sprinkle of DTC Notes
📝 Bundling Strategies for Increased Average Order Value (AOV)
High-performing brands are creating product bundles to boost AOV.
Bundles can increase sales by up to 40% per transaction.
Brands selling complementary items together are seeing not only increased sales but improved customer satisfaction due to perceived value.
Analyze your best-selling items and create bundles that customers are most likely to purchase. Offer a discount on bundles to incentivize buyers, and monitor performance closely for adjustments.
📝 Optimize Your Shopify Checkout Process to Reduce Cart Abandonment
Shopify brands report that by implementing a one-click checkout option, abandonment rates can decrease by up to 25%. The faster and more seamless the experience, the higher the completion rates.
Go over your checkout flow today - minimize the number of fields, offer guest checkouts, and try to integrate multiple payment options like Apple Pay or Google Pay for expedited transactions.
📝 Why I Share a Live P&L with My Team Using Finaloop + Google Sheets
One of the best things I’ve done for team accountability is integrating Finaloop with Google Sheets.
Now I’ve got a live, always-updated P&L I can share with my small team.
No digging through dashboards. No outdated spreadsheets.
Just one link with real numbers everyone can see.
It changed how we operate.
We can see - at a glance - what’s working, what’s not, and who’s driving real profit.
Performance talks aren’t emotional anymore.
They’re grounded in data.
Everyone knows their role in the bigger financial picture.
It’s helped the top performers grow and made it clear when someone’s not pulling weight.
- Weekly updates tied to revenue and spend
- Simple format, no fluff
- Direct line of sight to profitability
Finaloop + Google Sheets makes this super easy.
How I can help:
👉 Book an Amazon strategy call.
👉 Get on the waitlist for BrandingOS.
Tools I use in my business (with discounts):
👉 Scale Insights for PPC automation (10% off for life)
👉 DataDive for in-depth keyword research ($50 off per month)
👉 Helium 10 for quick audits on Amazon listings (10% off for life)
👉 Finaloop for amazingly clean bookkeeping (50% off for 3 months)
Enjoy your weekend,
Evan
113 Cherry St #92768, Seattle, WA 98104-2205
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