This episode cuts through the noise of Amazon selling, offering a strategic blueprint for both new and established brands. John Ghiorso, CEO of Orca Pacific, details how to navigate Amazon's evolving rules, leverage advertising for impact, and optimize critical metrics like conversion rates and reviews to climb search rankings and unlock true brand valuation on the platform. It's a must-listen for anyone serious about sustainable growth on Amazon.
Key takeaways
Adhere strictly to Amazon's terms of service, as policies are non-negotiable and non-compliance leads to severe penalties like account suspension.
Focus advertising efforts on concise video content that immediately showcases product value, avoiding lengthy dialogues that can disengage potential customers.
Optimize for key performance indicators (KPIs) like conversion rate, add-to-cart rate, and review volume, as these are critical organic ranking factors that complement paid advertising efforts.
Understand that while paid advertising boosts "glance views," sustained top rankings require a holistic approach combining effective ad spend with strong organic performance.
Identify and address areas where your brand might be undervalued on Amazon by strategically optimizing your presence and performance to achieve a valuation aligned with market potential.
Today I talk to John Ghiorso, host of the podcast called E-Commerce Deep Dive and founder and CEO of Orca Pacific. John started his agency in 2008 and has been able to see a lot of changes and see the whole business evolve over time and therefore has a lot of experience with Amazon. We talk a bit about rules that Amazon sets and that ultimately they make the calls, so we have to abide by their rules or deal with suspensions. John explains the differences between larger brands and smaller brands and how some brands can be undervalued, which is where he can come in to help the company grow to the value at which they ought to be. We talk about advertising and what videos should show, avoiding long dialogues that don’t get to the point. We also discuss product placement and the things you have to do in order to get your product ranked at the top of the competition. How John has felt with all the recent Amazon success 1:24How he helps different sized clients 7:53Two big issues that John sees with brands 11:37His favorite advertising placements 14:33“There’s no hack where you can spend this much and automatically get the first spot. You have to do everything else right, or as well as the competition. So you’re right, you need to have the same engagement rate, conversion rate, add to cart rate, amount of reviews. Amazon still factors all of that into the relevancy ranking, but then if you’re able to sufficiently bump up glance views via paid, assuming everything else is equal and all of the sudden you have more glance views than a competitor, that should put you above them.” 19:59www.orcapac.comhttps://www.instagram.com/smartestseller/https://www.buyboxer.com/Send Scott an Email: scottneedham@buyboxer.com
What does this episode say about amazon & marketplaces?
Adhere strictly to Amazon's terms of service, as policies are non-negotiable and non-compliance leads to severe penalties like account suspension.
What does this episode say about paid acquisition?
Focus advertising efforts on concise video content that immediately showcases product value, avoiding lengthy dialogues that can disengage potential customers.
What does this episode say about analytics & attribution?
Optimize for key performance indicators (KPIs) like conversion rate, add-to-cart rate, and review volume, as these are critical organic ranking factors that complement paid advertising efforts.
What does this episode say about founder & leadership?
Understand that while paid advertising boosts "glance views," sustained top rankings require a holistic approach combining effective ad spend with strong organic performance.
What does this episode say about amazon & marketplaces?
Identify and address areas where your brand might be undervalued on Amazon by strategically optimizing your presence and performance to achieve a valuation aligned with market potential.
