Managing A Massive Marketplace
With over 300 million active users and a reputation for convenience and reliability, it’s easy to see why, for over 50 percent of online shoppers, Amazon is often the first stop. For brands, this means access to an enormous audience – which is both an opportunity and a challenge. While the platform’s vast reach can propel a brand to new heights, it also means standing out among millions of sellers vying for the same customer attention. For some it can mean just staying online.
To succeed on Amazon, brands need more than just great products—they need a deep understanding of how the platform works, the ability to adapt quickly to changes, and the expertise to make data-driven decisions.
Difficulty in navigating all of this, and the potential for costly missteps, is why many businesses turn to specialized agencies like Troveres for help.
The right team can provide the guidance and support needed to thrive on Amazon, allowing brands to focus on what they do best: creating and selling exceptional products. But the wrong ecommerce marketing agency can make things a lot harder for everyone. Why? Unfortunately some agencies just aren’t any good, either because they are too niched down, or because their experience lacks depth and breadth, and they bite off more than they can chew.
If you do hire an agency, (and for most brands it’s a great idea) it’s crucial for you to know what they know, and how they can help you in meaningful ways. There are plenty of consultants and Amazon agencies out there who are calling themselves experts but doing little more than staying one step ahead of their clients. Like that time Marge Simpson decided to start giving piano lessons for extra cash. When building your Amazon business, or any online business, the last thing you want to do is hire an “expert” who can’t navigate the waters.
Here are 9 reasons why you need an ecommerce marketing agency help to grow your Amazon brand.
1. The Complexities Of Amazon’s Ecosystem
Selling on Amazon isn’t a “set it and forget it” process. The platform constantly evolves with updates to algorithms, policies, and seller requirements, all of which can impact your product rankings, visibility, and account standing. Keeping up with these changes is essential for staying competitive—but it’s no easy task.
Amazon’s A9 search engine and other algorithms determine product visibility and rankings. To optimize product listings effectively, you need a deep understanding of these algorithms. Additionally, Amazon’s policies—from pricing to customer service—are strict and frequently updated, often without much notice. One mistake can lead to penalties, listing suspensions, or even account termination.
For many brands, managing these constant changes while also focusing on growth can be overwhelming. It requires not only time but specialized knowledge that many lack. That’s where an experienced ecommerce marketing agency like Troveres can make a real difference. With our expertise and resources, we help sellers navigate Amazon’s complexities, allowing them to focus on scaling their brands instead of getting lost in the details.
Why Expert Ecommerce Marketing Agency Support Is Crucial for Brand Success
Consider one of our clients in the sexual wellness category. For several months their sales plummeted, and they couldn’t figure out why. It took the Troveres team’s insider knowledge, persistence, and even some educated guesswork to uncover the issue: their ASIN was systematically miscategorized and blocked from standard search results.
We determined this was an Amazon system error, not a fault of the client’s listing. Although an agent can manually fix the ASIN, it reverts to the incorrect category after a few days, indicating the problem lies somewhere deep within Amazon’s ecosystem. After further digging, our team found that an update to SEO on the page had triggered an Amazon review that got it classified incorrectly on the back end.
We then had two potential solutions. First, a dedicated team member could contact Amazon twice a week to request a “fix.” It’s a repetitive process: the ASIN gets fixed, then breaks again, and we repeat the cycle. The second option was to remove critical SEO keywords from the listing.
At Troveres, we handle these quirky Amazon issues because we know how the system works from the inside. The more we do it, the more cost-effective it becomes for our clients.
Our extensive experience also gives us insider connections that most agencies don’t have. Amazon’s ecosystem is highly siloed and difficult to navigate, and sometimes having a friendly face on the inside makes all the difference.
Here’s another real-life example where our insider expertise was crucial: A client was wrongfully suspended for a restricted products violation. After more than 10 appeals and two escalations on their own, they reached out to us. We helped them get back online thanks to our relationship with the right contact.
It doesn’t take long to see how complex and faulty the Amazon system is. No seller really wants to deal with it, but it has become manageable for us because of the team we have built and the connections we have. We can circumvent systemic problems in a way other agencies can’t.
2. Amazon SEO And Product Listings
Optimized product listings are at the core of any brand’s success on Amazon. A well-crafted listing that’s visually appealing and rich in relevant keywords attracts the right buyers and significantly impacts a product’s visibility in search results, putting it in front of more shoppers.
But many brands don’t realize that Amazon SEO is not a one-time task. It’s constantly evolving as Amazon updates its algorithms and introduces new features. What worked last week may not be effective any longer. This is another area where agency help comes into play. A quality ecommerce marketing agency is dedicated to staying ahead of the curve, continuously researching and implementing the latest SEO trends and techniques.
At Troveres we use proprietary tools and analytics to identify the most effective keywords, monitor competitors, and adjust strategies in real-time. But more than that, we know Amazon. We know how the organization itself is put together. For instance the differences between the advertising platform, A9, and the catalog… the implications involved in how they interact (or don’t), and what that means for the Amazon SEO services we provide a particular brand.
Perhaps you’re familiar with the famous Catalán architect Antoni Gaudí, and what is arguably his pièce de résistance, the Basílica de la Sagrada Família located in Barcelona, Spain. Though Gaudí is recognized as the chief architect, Sagrada Família is actually the work of eight architects, and that’s a bit how the Amazon architecture is. Many architects have contributed to the whole thing, and as such, certain gears turn a little differently.
It seems like such a simple, and perhaps even obscure thing. But when it comes to Amazon, if your ecommerce marketing agency doesn’t know the blueprints, they won’t be able to help you as well as someone who does.
3. The Amazon Advertising Labyrinth
Amazon offers several ways to help sellers boost visibility and drive sales:
- Sponsored Products, which promote individual listings in search results and product pages
- Sponsored Brands, which showcase a brand’s logo, a custom headline, and multiple products at the top of search results
- Sponsored Display, which allows targeting based on shopping behavior to reach customers both on and off Amazon.
- Amazon DSP (Demand-Side Platform), which enables programmatic ad buying for more extensive, multi-channel campaigns.
- Amazon Stores
While these options provide powerful tools for increasing visibility, their complexities can be daunting. Creating and managing effective ad campaigns requires a deep understanding not only of targeting strategies, bid optimization, and keyword selection, but of Amazon too.
Take for instance the sexual wellness client we discussed earlier. Some (not all) of their ASINs are adult products. Some are simple HPC (Health & Personal Care) products. Others could be either/or, and this is the root of the aforementioned sales drop. Certain categories are blocked from search, while others can’t run ads. Due to the nature of this client’s catalog, all of their products need a different strategy to some degree; perhaps influencer marketing or a more robust off-Amazon plan for those that can’t do ads, and intentional placement that gives the brand more for its advertising dollar with the ones that can.
This is where the expertise of an ecommerce marketing agency like Troveres can make a significant difference. We specialize in navigating the complexities of Amazon’s ad ecosystem, with data-driven insights that help our ad partners optimize campaigns the right way. We focus on the analytics that matter, while carefully managing ad spend, ensuring that every marketing dollar contributes to visibility, clicks, and conversions… the real numbers that matter.
4. Data-Centric Decision Making
Data analytics is a crucial component of ecommerce success. Every click, purchase, and customer interaction generates valuable data that can provide insights into consumer behavior, market trends, and the performance of products and marketing strategies. For brands selling on Amazon, understanding and leveraging this data is essential for making informed decisions that drive growth.
But sifting through vast amounts of information and arriving at insights that are worth moving on is no small task, and this is another way that working with an ecommerce marketing agency can provide a nice assist to brands on Amazon. We utilize a variety of tools and strategies to interpret data so you can make informed choices. We track key metrics like sales trends, conversion rates, customer demographics, and, perhaps most important of all: customer acquisition cost.
The right agency has the expertise to dig deep into the right data, and provide insights to fine-tune product listings, optimize pricing strategies, and adjust marketing efforts to better align with your particular business goals. Not all brands and businesses are built the same.
Do you know what your customer acquisition costs are?
What about costs by marketing channel?
Do you know how much advertising capital you have, right now?
What does it cost you to get a new customer from top keywords?
What does each keyword cost you?
If you don’t know, you should. A quality agency can help you get all of this (and more) answered. At Troveres, these are some of the strategic areas we focus on to help brands optimize and succeed. We know this level of analysis is critical for staying ahead of competitors and sustaining long-term growth.
5. Efficient Inventory and Supply Chain Management
Properly managing inventory levels is a major factor in the success of any Amazon business. Why? It directly impacts customer satisfaction, sales performance, and your bottom line too, since inventory levels affect the fees you pay.
When inventory is well-managed, fees are in check, and customers receive their orders promptly. This leads to positive reviews and repeat business. But when inventory is poorly managed, lost sales, frustrated customers, negative feedback, tied up capital, and increased storage costs are just some of the annoyances that result.
Work experience at Amazon Headquarters certainly gives the Troveres team an advantage over other agencies. But another thing that makes us unique is that we’re Amazon sellers too. We have our own brands that we’ve been growing since 2015. This gives us a leg-up in a couple of key ways:
- We get invited to participate in the latest seller programs. We always accept those invitations because they help us serve our clients better.
- We receive the same newsletters that all sellers receive. The interesting tidbits they provide often prove helpful even if it’s something you already knew.
- We can see what our clients see, from the perspective of a seller. Knowing the strategies of being an online seller is not the same as being an Amazon seller.
When shopping for the an ecommerce marketing agency, verify that there are Amazon sellers among their ranks. If no one on their staff is a seller, they are definitely missing out on new and valuable information. Having our own brands is one of the best ways we stay current on Amazon and its programs now that we don’t work there.
Troveres plays a pivotal role in optimizing inventory management and supply chain processes for our clients. We do it so well because we do it for ourselves too.
6. Leveraging Creative Content
High-quality images and videos coupled with the right keywording and Premium A+ content all play a significant role in driving conversions.
- Clear, detailed images allow customers to see the product from multiple angles, providing a better understanding of its features and benefits.
- Videos can demonstrate the product in action, highlighting its usability and unique selling points.
- Premium A+ allows brands to tell a more compelling story and differentiate themselves through rich text and multimedia, product comparison charts, Q&As, and shoppable images.
But creating this type of content requires more than just good photography or videography skills—it requires a strategic approach. At Troveres we start with the customer and work backwards. Before we ever make a move on an account, first we do thorough market and customer research. This way we know exactly who we’re speaking to, and where to find them. Next, we create something they’re really going to love. Last, we put it right where they’ll see it.
It’s deceptively simple, but that’s because we have spent years refining the process. Marge Simpson doesn’t work here.
7. Managing Customer Reviews and Feedback
Customer reviews are one of the most influential factors in the buying decisions of Amazon shoppers. According to Zendesk, 88 percent of customers who read online reviews say it influences their buying decision. (1) Positive reviews build trust and credibility, often swaying potential buyers to choose one product over another. Negative reviews can deter customers, but not always. Strategically managing and responding to customer reviews effectively is a must for gaining – and keeping – momentum on Amazon.
First, it’s important to ask for reviews in every way possible. Signing up for a service like FeedbackFive allows you to contact customers in a regimented way so that no opportunity goes unexplored. Reviews can be surprisingly difficult to get, so it bears repeating: build a strategy and stick to it.
Rapid responses to both positive and negative feedback are important. For positive reviews, a simple acknowledgment can enhance customer loyalty. For negative reviews, agencies can craft thoughtful, empathetic responses that address the customer’s concerns and demonstrate a commitment to resolving issues.
This proactive approach helps mitigate the impact of negative feedback and shows potential buyers that the brand values customer satisfaction. According to another Zendesk survey, 54% of consumers have a more favorable view of brands that respond to customer complaints or customer support questions. (2)
The Q&A section is another great place to connect with customers and show them your commitment to service. Be sure that every question is answered to your satisfaction and if you have anything to add, jump in and make your comments.
In addition to managing review responses and Q&As, now there is Amazon’s Product Lifecycle Support program… another great way brands can manage the customer experience and show them you care. Learn more here.
8. Navigating International Expansion
Expanding to international markets on Amazon can present great opportunities for brands. With Amazon’s global reach, businesses can tap into new customer bases across Europe, Asia, and beyond, significantly increasing their sales potential. However, entering these markets comes with its own set of challenges that can be daunting without the right expertise.
One of the primary challenges of international selling is understanding the unique preferences and behaviors of customers in different regions. What works in one market might not resonate in another. Again, this is where thorough market research is essential, and why the Troveres process is always to start there.
Our team has worked with several international brands on a variety of expansion projects. This work has resulted in a large worldwide network of our own. Everything is made easier with a friendly face to help along the way! Nowhere is that more true than new business frontiers.
9. Staying Compliant with Amazon’s Policies
Being able to successfully navigate Amazon’s compliance policies is crucial for any seller aiming for long-term viability. Policy violations can lead to severe consequences, including listing suspensions, account deactivation, or even permanent bans. These risks not only disrupt sales but can also damage a brand’s reputation. This makes it harder to regain customer trust and market standing.
The unfortunate thing is that while not all policy violations are even valid, all policy violations do have the potential to be difficult to handle and result in permanent consequences. A lot of agencies claim to have experience with compliance. They say they know how to help if you get caught in a policy violation catch-22. But ask for proof of that before signing on the dotted line. Especially if your products can be found near restricted products or adult products territory.
Bottom line, the more apt you are to encounter trouble with Amazon’s policies, the more you’ll need an ecommerce marketing agency that specializes in compliance to communicate with Amazon on your behalf… one that can really help you.
For Amazon Success, An Expert Ecommerce Marketing Agency Partnership Truly Matters
Strong growth on Amazon requires a multifaceted approach and a range of expertise. From mastering Amazon’s ever-changing hodgepodge of an ecosystem, and its SEO intricacies, to leveraging data analytics and managing international expansion, the challenges are numerous and often overwhelming for individual brands.
This is where partnering with a knowledgeable and experienced ecommerce marketing agency like Troveres can make a significant difference. With insider knowledge, hands-on selling experience, and a comprehensive understanding of Amazon’s inner workings, we help brands thrive in this competitive space.
By handling the complexities of Amazon selling, we allow brands to focus on what they do best – bringing exceptional products to market – while ensuring their Amazon presence is optimized for maximum visibility, sales, and long-term success. In the end, the right partnership can be the key to unlocking your brand’s full potential. Let us know how we can help.
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At Troveres we help brands articulate their story in unique and beautiful ways that utilize strategic, data-informed steps that drive engagement and increase conversion rates. Our content strategy was developed by former Amazonian of eight years Rachel Johnson Greer, who was part of Amazon’s private label team for more than two years, developing and maintaining brands with hundreds of products across dozens of product lines. Click here to download Rachel’s guide to Content Marketing That Converts for free.
