How to Increase Sales on Amazon [19 Proven Tactics]

Learn about the 19 methods used by the world’s biggest agencies, aggregators and sellers to increase sales on Amazon

Looking to learn how to increase sales on Amazon? 

Truth is, being an Amazon seller isn’t as easy as it used to be. The algorithm is constantly changing and the competition is fiercer than ever – but some brands are still killing it. 

How are they doing this? By using the right strategies…

In this article, we’ll reveal our 19 favorite strategies that we used to sell over $2 billion on Amazon and we’ll break down the advice for both new and seasoned sellers.

Expand Your Reach

The most obvious, and probably most effective, way to get more sales on Amazon is to just reach more people, and reaching more people means showing up on more keywords. This can be done by adding new keywords to your old campaigns or setting up new campaigns from scratch.

In the screenshots below, you can see one of our accounts here at AiHello before and after we added 1734 new keywords in.

An image showing how adding new keywords to Amazon campaigns can affect revenue, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

There are a few ways to find high-impact keywords that you can use to increase your sales on Amazon. The most common one is using keyword research tools like Cerebro by Helium10 which help you identify the searches that are being made to reach your competitors’ products and use that as inspiration for your own keyword list.

helium10 for keyword research. you can also use Perpetua  Pacvue  Quartile  or Teikametrics  for manual keyword research for amazon ppc services or for your amazon ad agency

Another option is using the brand analytics page on Amazon and pulling keywords from the search query performance report directly. This method can be more accurate than traditional research tools because you can see how well you perform on each keyword compared to the market before investing any extra money in it. The only caveat though is you’ll usually find fewer keywords than you could with Helium10.

An image showing the search query performance module on Amazon, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

Finally, the easiest way to expand reach is to use an automatic campaign creation tool like the one we’ve built at AiHello. A campaign creation tool will automatically find relevant keywords you aren’t using already and add them to new campaigns that they make for you through the Amazon API. With this tool, you can easily create 40+ campaigns with hundreds of new keywords in under 10 minutes. All you have to do is select your ASIN, your budget, and what type of campaigns you want to set up and the software does the rest.

An image showing the creation of all campaigns automatically on AIhello, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

For Seasoned Sellers: Start by downloading a list of all the keywords you already use and make sure that every keyword you have is being advertised in all 3 match types in SP and SB. Then, use the methods above to create your own keyword list and compare it to the ones you already have to see if you can spot new ones.

For New Sellers: While this same advice applies for all stages, I wanted to include a reminder for new sellers specifically because many of them seem to only use 10 keywords, or only use auto campaigns. Your first order of business should be to find as many good keywords and set up as many good campaigns as possible. Going slow and steady with advertising will put your product launch at a disadvantage.

Improve the Right Metrics

If you’re looking to increase your Amazon product sales, you’ll need to understand what metrics actually matter when it comes to getting results. That’s because winning on Amazon is a numbers game, and the three numbers that matter most are your sessions, your unit session percentage, and your Average Order Value. 

All of these numbers can be found on an ASIN level on the business reports page under the ‘Detail Page Sales and Traffic’ tab.

amazon seller central business reports for Amazon Ads services by amazon ad agency. The best amazon ad agency will know the amazon business reports inside out

Now, if you want to grow your Amazon sales for any particular ASIN, you’ll need to improve at least one of those numbers.

This means the answer to the “how to improve Amazon sales” question is always either getting more people to visit your product detail page, increasing the percentage of visitors who end up buying, or increasing the average amount they spend on an order. These are the only paths to growth on Amazon, and any growth strategy we’ll discuss in this blog will be focused on improving one of them.

Once you understand the impact each number has, you can start setting targets for yourself, like 10,000 monthly sessions by July 31st, 2023, and begin to reverse engineer a plan to get you there.

For instance, take a look at the ASIN in the screenshot below. We increased sessions 10x from 5,000 per month to 50,000 per month and consequently, product sales went up 10x as well, from 20,000 to 200,000.

For Seasoned Sellers: You want to focus on what the lowest-hanging fruit is. For example, If your product is already top 5 in its niche, increasing sessions is going to be both difficult and expensive. So you might want to launch new variations to try to increase your CVR or AOV, or you can try to negotiate lower COGS so you can drop your prices and increase CVR. On the flip side, if your sessions are low, it’s better to get those up first before launching new variations or doing anything high effort.

For New Sellers: Your newly launched products are always going to lack sessions and have a poor CVR. When looking for how to increase sales on Amazon, your very first move should be increasing sessions using ads while trying to increase CVR by dropping your prices at the beginning of your launch or by enrolling into Vine to get reviews.

Get in The Habit of Launching New ASINs

The biggest difference between the sellers we’ve observed hit 8 figures and the sellers who could never scale past 6 figures is the pace at which they launched ASINs. The world’s most successful sellers have a system for continually testing and launching new products every quarter and even commit to a minimum amount, usually in the range of 5 – 40.

In the example below, you can see how continuous ASIN launches 20x’d a small account in 12 months.

The logic behind this is simple, the more shots you take the more shots you make. If you launch 40 ASINs a quarter and only half of them work out, you increase the number of profit-generating products you have by 20. If the average successful product sells just $10,000 a month, you’ll be adding an extra $200,000 in monthly revenue every quarter. Now, do this for 7 years in a row, hit a few home runs in between, and you can easily scale to 8-9 figures in sales.

A good example of this is the story of Angry Orange, a brand that sells pet odor removers on Amazon. Before launching new ASINs, they were doing $2 million a year selling their massively popular cleaning liquid concentrates. They were able to grow Amazon profits and had a cult following but they hit a ceiling with their sales and decided to sell to an Amazon aggregator called Thrasio

Using a similar growth playbook to the one in this article, Thrasio came to the conclusion that going forward, launching new ASINs for the Angry Orange brand was the best strategy for how to increase its Amazon sales. So they started by launching a ready-to-use product line then introduced a spray bottle, and a bathroom cleaning spray as well. These new ASINs ended up adding another $22 million in annual sales in 2 years, effectively growing the brand 1000%.

Hitting home runs like this isn’t the only path to growth though. Having a bigger catalog also makes scaling easier. $1 million per month in revenue with a 500 ASIN catalog only requires you to maintain very average performance levels across your products. 1 million per month on a 10 ASIN catalog requires you to have several best-selling products, which is a lot harder to achieve and maintain.

Having more ASINs also helps spread the risk. At 500 ASINs, a good chunk of your listings can get suspended or several products could die off and you’d still be fine. At 10 ASINs, any sudden change or drop in sales on a few ASINs can kill your entire business.

For Seasoned Sellers: It’s important to not rest on your laurels. Even if you have a few good ASINs under your belt you need to be launching every quarter, or better yet, every month. You have the cash flow to support these launches and they’ll be the reason your business continues to grow.

For New Sellers: Unless you have a source of financing or other off-Amazon revenue streams, you’re most likely cash-poor at the stage you’re in. This means that launching a lot of ASINs is not only a bad idea, but also completely impossible. We recommend new sellers have as many ASINs as they can support with their cash flow then focus on growing these first to generate enough profit to finance new launches.

Back The Right ASINs

Death, taxes, and limited resources are the three truths every seller has to face. That’s why knowing how to divide your efforts and ad budget across the right ASINs is crucial for success. 

Usually, ASIN performance follows the Pareto principle where 20% of ASINs produce 80% of revenue, and achieving exponential growth always comes from getting the most out of the 20%, rather than trying to get the 80% to perform better. 

So, how do you know which 20% to focus on to increase your Amazon sales? The answer is pretty simple, there are 3 telltale signs of a good ASIN:

It’s Already Performing Well

The best ASINs are almost always your current top performers. It’s almost never a good idea for a seller to go after diamonds in the rough instead of just pushing their obvious winners

There’s Room to Expand

If your biggest competitors are only selling 10% more than you, it’s probably a sign that there isn’t much room for growth. The best ASINs are the ones that already sell well but exist in a market where there’s enough demand to be selling at least 2x more without being the market leader.

You Have a Good Product

Good products have good demand. If you sell a product with a real value prop that makes it better than what’s available you’ll find it a lot easier to scale.

Now, to actually find those super ASINs, we suggest you check business reports and order all your ASINs by sales. Then make a list of the top products that together produce 80% of your current revenue.

Once you do that, the next step is to use Helium10 to get a rough estimate of how much your top 5 competitors sell and use that to gauge whether or not these ASINs have the potential to grow.

helium10 for keyword research. you can also use Perpetua  Pacvue  Quartile  or Teikametrics  for manual keyword research for amazon ppc services or for your amazon ad agency

Once you find a high-performance ASIN with good room for growth, start investing more and more money into it so you can scale up and grow total sales.

In this next screenshot, you can see the difference in monthly sales on an individual ASIN after we identified it as high potential and started funneling more money into it.

For Seasoned Sellers: Once you have a big enough catalog, you’ll have some clear winners and some clear losers in your product lines. Most sellers at this stage are reluctant to invest more into their winners and even more reluctant to cut their losers. You need to be doing the opposite of that.

For New Sellers: You likely don’t have many ASINs at this stage, so my best advice for you is to focus on anything that shows early signs of success and to cut anything that isn’t profitable on month 3.

Split Test Your Main Images

One of the best-kept Amazon secrets is that you can double your sales by changing your main image. The reason this works is that your main image controls your sessions indirectly, and having a really good main image can double your sessions in a very short period of time. 

To understand how this works you need to know the formula behind sessions:

Sessions = the number of people who see my product * the percentage of people who click on it (CTR)

The average CTR falls between 0.3% – 0.7%, if you change your main image and your CTR goes from 0.3% to 0.6% you will effectively double the number of clicks you get. With 2 times more clicks and everything else being constant, your revenue will also double.

Now, if you want to make a good main image you need to stand out from the other search results. If all your competitors’ main images use the same colors, are taken at the same angle, and follow the same overall look, start by testing the exact opposite. 

A good example of a strong main image would be this one made by the pet odor cleaning brand Angry Orange

A product listing on Amazon with a strong main image and the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

The colors they use help them stand out from the SERP and they purposefully took the picture of their bottle facing the right rather than the left to grab people’s attention. This resulted in a much higher CTR and contributed to the 11x growth they saw between 2019-2021.

For Seasoned Sellers: Make a list of your top ASINs and use the SQPR in brand analytics to tell whether or not you underperform on CTR on any of them. If you find any ASINs with below-average performance, start running A/B tests to try to fix that. If all your ASINs are at the average levels or above it I’d probably focus on another strategy first.

For New Sellers: Your CTR, in the beginning, is always going to be below average because you have no reviews. I wouldn’t really be worried about how you perform against the “benchmarks”, just try to launch with the best main image you can come up with using split testing tools like Pickfu.

Make The Most Out of Your Auto Campaigns

Using auto campaigns isn’t as simple as it sounds. There are several tricks we implement here at AiHello to get as much out of them as possible.

 Here’s a quick list of everything we do to get as much as 50% more sales from our campaigns:

Catch all campaigns 

Create a single auto campaign with all your ASINs and keep your bids at $0.10 with a 100% TOS boost. 

With this campaign setup, you’ll generally bring in 4-5 figures in sales each month at a 1-15% ACoS with almost zero maintenance.

Give each ASIN its own campaign

To get as much reach as possible, each ASIN needs to have its own auto campaign. If you have several ASINs in one campaign you should split them up so they each get their own and their search terms are more accurate.

Split your auto campaigns into 4

Don’t Run all four targeting types in one campaign. Instead, what you should do is create one campaign for close match, one for loose match, one for compliments, and one for substitutes. This way you’ll get more reach and have higher control over how much of your budget each targeting type gets.

For Seasoned Sellers: If you have a large catalog, catch-all campaigns and other similar strategies like the waterfall campaign can be very effective for you. I’ve seen sellers increase Amazon listing sales by 7 figures using them.

For New Sellers: Catch-all type strategies won’t be super effective for you, so focus more on getting your set up right with your regular auto campaigns.

Harvest New Keywords Daily

Once you have all these autos set up, you’ll start discovering new, profitable search terms every day. The next step to take for you to grow your Amazon sales is transfer these search terms as keywords and ASIN targets into your manual campaigns. Doing this will help you add hundreds of new, performing targets to expand your reach every month and ultimately grow your sales. 

This is what a search term report looks like:

You can manually download your search term reports every week to find new keywords, or you can have it set up automatically across thousands of campaigns with AiHello.

The Best PPC software will include keyword harvesting and automated keyword research for amazon ads.
Amazon PPC software with Amazon account manager for Amazon Ads services or Amazon agencies can also do manual search

To set it up with AiHello, all you have to do is select the auto campaign you want to harvest from and link it to the manual campaign you want the keyword to be added to from the autopilot settings.

For Seasoned Sellers: If you haven’t been harvesting at all, you might find thousands of potential new keywords in your search term reports. Make sure you download your ST report today for the last 2 months and spend an hour going through it.

For New Sellers: You likely don’t have many search terms yet, but what you can do is set up auto campaigns for every new product launch and use them as “research campaigns” to find new keywords for you to advertise on.

Test New Ad Types and Targeting Types

Oftentimes, the lowest-hanging fruit is just is to simply do more of what already works. This usually means reusing performing keywords in new match types and ad types to improve Amazon sales.

In the example below, you can see how one of our accounts grew after adding both broad match keywords and sponsored brand campaigns.

In the graph below, you can see how a set of 10 exact match keywords can be used to create new broad and phrase match campaigns as well as 3 sponsored brand campaigns.

A computer screen with a search bar displaying the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

Once you’re done setting this up, you can also harvest the search terms from the broad and phrase campaigns and put them as keywords in your exact campaigns, and repeat this entire cycle again and again.

For Seasoned Sellers: You’re most likely not doing this for your entire catalog. Hire someone from Upwork to go through all your campaigns and provide a list of what’s missing on a keyword, ad type, and match type level for each ASIN then get to work fixing everything.

For New Sellers: Don’t get caught in the trap of thinking you only need one campaign and a couple of keywords to launch because “you’re still learning”. Launch with a full campaign set up on day 1 to give yourself the best chance at success.

Fix Your Campaign Structure

Nothing hurts PPC performance more than bad campaign structure. Too many keywords, too many match types, and too many ad groups in one campaign can come with a set of pretty terrible ACoS-related side effects and limit your chances to increase Amazon sales by up to 30%.

When you have too much going on in your campaigns, you’ll usually have one of two things happen. Either you lose control over your ad spend, meaning that your $100/day budget will end up going to random keywords that aren’t necessarily performing that well. Or, you’ll limit how many clicks you’re able to get, simply because Amazon’s algorithm wasn’t designed to split your budget evenly across 200 keywords in a single campaign.

 A diagram displaying the ideal PPC campaign structure for Amazon, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

That’s why our recommended structure is always 1 ASIN, 1 ad group, 1 match type, and 5-10 keywords per campaign. Or If you have what we call a hero keyword, which is essentially a high-performing keyword that spends a lot of money, you can even give it its own single-keyword campaign to get the most out of it.

In the image below, you can see how poor campaign structure led to bad-performing keywords spending more than good-performing ones.

For Seasoned Sellers: It’s better to use bulk sheets to create your campaigns instead of doing them manually through the campaign creator on Amazon. We understand that creating poorly structured campaigns is a lot easier and faster, but using bulk sheets makes your job a little better and prevents you from falling into the habit of making bad campaigns.

For New Sellers: You likely don’t have many campaigns at this point so it’s a good idea to start right and make your first few campaigns using the proper structure instead of having to go back and remake them later.

Make The Best Product Listings Possible

Driving traffic to your product listings is key to increasing product sales on Amazon, but it can cost an arm and a leg, which is why many sellers are starting to look at Amazon listing optimization as a more viable long-term option.

The aim of listing optimization is to increase your conversion rate, which is the rate at which people who visit your listing convert into customers, and can be calculated as total orders/total visitors. 

A graph displaying different scenarios with sessions and conversions, and how they affect revenues, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

If you currently have 4000 people visiting your listing with a conversion rate of 10% you’ll sell 400 units. If you revamp that same listing and manage to get your conversion rate up to 13% your revenue will jump 30% with the same number of visitors.

Here’s an example of a similar situation in real life:

Now, for the money question: What makes a listing high converting?

Mostly these 4 things:

Talk Benefits, Not Features

Instead of telling me your eye cream contains vitamin E, tell me it will make me look 10 years younger. Instead of saying your reusable bottle is plastic-free, tell me it can save the environment.

Use The Right Images

There are several images every listing should have at minimum to be effective. You’ll need enticing product pictures, easy-to-read feature images, clear infographics, and realistic lifestyle images to convert visitors.

Know Your Customer Better Than Anyone 

The sellers who do the most research write the best listings. Good research usually starts with taking a deep look at your reviews, watching YouTube videos about your product, and reading information about competing products. You need to be studying anything that will allow you to truly understand your ideal customer and why they buy from you.

Use All The Tools at Your Disposal

If you’re serious about wanting to know how to increase sales on Amazon, you shouldn’t settle for anything less than perfect. Make sure you use all your image slots effectively, write 2 or 3 lines for every bullet point, and make the most out of your A+ content. The more effort you put in the more people will convert.

For Seasoned Sellers: You have to consider whether the reason your CVR is lower than average is because your listing content is bad or your product is bad. Many sellers fall into the trap of endless listing optimization when in reality they just have bad prices, bad reviews, or a product that the market doesn’t really need. Always remember that listing optimization is a vitamin, not a painkiller.

For New Sellers: Your CVR is always going to be bad at launch, and while you want to have the best listing content possible, you also have to keep in mind that any significant lift in CVR you get will come from having better prices or reviews.

Use The Power of Social Proof

Having a good number of reviews has become table stakes to compete on Amazon today. That’s why sellers looking to grow Amazon sales need to be intentional about getting more reviews instead of just leaving it up to chance.

In the screenshot above, you can see the difference in sales between two very similar products that have a different number of reviews.

So how do you actually get these reviews though?

There are a few popular strategies out there to increase review count, but at the end of the day, most of it comes down to increased sales volume. This is why step one in our review playbook is always to learn how to increase sales on Amazon. Especially if we’re dealing with a new ASIN.

If your ASIN has under 20 reviews, we usually recommend you drop your price so it’s at least 30% under market then step on the PPC gas pedal for no less than 2 months to bring more customers in. The more happy customers you have the better chance you have at getting reviews.

Another viable option is using the Amazon Vine program. This program lets you give your product away for free to Amazon-approved reviewers who are obliged to leave you a rating. While this can be the fastest way to get to 30 reviews, it also carries higher risk because Vine reviewers are known to be more critical than most, which might leave you with a few 3-star ratings.

Your least risky option for getting reviews would be to use an auto-request tool, like the one that comes with AiHello (shown in the image below), that automatically messages customers asking for reviews after their purchase. This can increase the percentage of shoppers who leave reviews from 0.8% to 2% which helps amplify your review-building efforts. An image showing a customer receiving an order and leaving a review on Amazon, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

For Seasoned Sellers: The extra CVR and CTR boost you’ll get from each subsequent review goes down significantly after a certain number of reviews. For most categories, once you cross 100-200 reviews you’re pretty much golden.

For New Sellers: A lack of reviews is the biggest issue that plagues new sellers and new products. It’s very difficult for you to grow or be profitable without reviews, so the first thing you need to do is enroll in Vine, and then drop your prices to give people an incentive to try your new product out despite its lack of reviews.

Run Coupons Regularly

Coupons can be a low-effort way to increase sales on Amazon in both the short and long term. The benefits you get from coupons include higher traffic, better CTR, and an improved conversion rate. You may also experience the Coupon Halo Effect after you stop running them because the increased sales velocity they cause may increase both your organic rank and review count, which is when the long-term benefits start to kick in.

Amazon coupons work like real-life coupons. They come as either a dollar-off or a percentage-off coupon that buyers have to manually clip to redeem. Coupons on Amazon can be made to last anywhere between 1 to 90 days and the discount size is determined by the seller.

An image showing the effect of coupons for driving up sales on Amazon Seller Central, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," "how to advertise my products on Amazon," and "how to increase organic sales on Amazon."

Once created, your coupon will show up in the ads that you run, your product detail page, and in the organic results your product shows up in. This helps you stand out and incentivizes shoppers to check your products, even if they’re not familiar with your brand and you don’t have that many reviews.

The best thing about coupons is that they require no upfront investment which makes them almost risk-free. The only thing you’ll have to budget for is the $0.60 fee Amazon gets every time someone clips one of your coupons and the effect the discount has on your margins.

For Seasoned Sellers: Run coupons primarily to get rid of low-performing inventory and to get through slow sales periods. They’re also good if you need to get an edge over your competitors temporarily.

For New Sellers: Coupons can give customers a reason to try your product out despite the fact that it’s new. Use them liberally wherever possible.

Play Around With Pricing

Alongside reviews, price is one of the biggest decision-making factors for shoppers on Amazon. Lower prices tend to bring in more orders and higher prices get you a more substantial average order value and better profit margins. 

Most people will tell you to price your product just under what your competitors are selling it for. And while that might be sound advice in some cases, it really only scratches the surface of what you can achieve with real price testing.

Real price testing focuses on optimizing revenue per visitor, which is a metric that tracks how much money you make every time someone looks at your product.

If you have 1000 visitors and sell 100 units at $20 each, your revenue per visitor is $2. Now, if you raise your prices to $22 and sell 94 units instead, your revenue per visitor becomes $2.068. Which effectively means you’re making more money out of the traffic you’re already getting.

This $0.068 difference might not sound significant, but in reality, it has bigger impact than most would imagine. For starters, you just made more revenue with fewer units, meaning that your inventory will last you longer. On top of that, if your COGs in this scenario were $14 and your initial contribution margin was $6/unit, this price change will increase your margin to $8/unit. Lastly, changing your prices is a 3-minute task, which means any return you get is always going to be worth the time investment.

For Seasoned Sellers: Make sure to test pricing on your best sellers often to get the most out of them. You can use AI softwares like Profasee to do this for you as well.

For New Sellers: Resort to lower prices at the beginning so that you can increase your review count and bring up your CVR. Only start testing pricing after you have 200+ reviews and 1500 sessions per month on your ASIN.

Test New Variations

Testing new variations is one of the best ways to get the most out of your star ASINs. Variations can take various forms but they’ll usually be either size-based, color/design based or feature-based. 

Each variation you add will have a different conversion rate, and maybe even a different price, which means performance can be wildly different. New variations can become so popular that they outsell your original product several times over or they can fall flat and never really sell that much. 

However, testing new variations comes with many benefits, because you’re building off the foundation of an already successful product. This decreases the risk you assume and lets you benefit from the momentum you already have. And If your new variation doesn’t work out, you can also stop running ads for it and let it sell out naturally over time from the traffic your listing currently gets.

An image showing the effect of pricing on sales in Amazon, along with the keywords "how to increase sales on Amazon," "how to grow my Amazon business," "how to drive more sales on Amazon," "how to increase Amazon PPC sales," and "ways to increase organic sales on Amazon."

This minimized risk doesn’t mean the potential rewards are any lower though. Launching a new successful variation can be as fruitful, if not more fruitful than launching a new product. In the image above, you can see an example of a size variation that was launched for this olive oil ASIN. The size variation in the image has a 4.3x higher average order value, a much higher gross margin, and a 34% higher conversion rate than the original product (estimate data from our internal competitive analysis tools).

For Seasoned Sellers: Start by looking at the variations your competitors have to get some ideas. If you don’t find anything you don’t already have, look at adjacent categories too to see what others have come up with.

For New Sellers: Variations aren’t very crucial during the launch stage. I’d suggest only launching low-effort variations like different pack sizes until your products become profitable and have solid revenue figures. 

Give PR a Shot

Sites like Buzzfeed, Cosmopolitan, New York Post and CNN regularly produce ‘best Amazon products’ lists that are read by 10s of thousands of potential customers every month. Naturally, getting featured on the right lists more than once can do wonders for your sales.

Besides the immediate boost you’ll get, this type of external traffic can provide the push you need to get more reviews, improve organic rank, and start the Amazon sales flywheel.

After getting featured in more than one article you’ll also start to see search volume for your brand keywords increase consistently, which provides a steady stream of high-quality customers every month who convert at low or no advertising cost.

An example of a brand that does a very good job of getting sales through PR is Pupiboo.

They run almost no PPC campaigns and focus instead of getting featured on websites like Readers Digest, bustle, and Many others.

For Seasoned Sellers: Getting results with PR can take time. Try hiring a freelancer or agency to do the work for you on some of your best sellers before you go all in.

For New Sellers: If you are asking how to increase sales on Amazon and you don’t have the budget for running ads, PR can be a good substitute for PPC. You can also build up a good branded traffic stream over time using it.

Make the Most Out of SEO

Amazon’s search algorithm is primarily keyword-driven. It uses whatever keywords it can find in your title, bullet points, and back-end search terms to index your listings on relevant searches and help you rank higher.

That’s why choosing the right keywords is crucial to your SEO success,but it’s not as easy as it sounds. A lot of keywords that you think make sense will actually get you nowhere and a few less obvious keywords can bring you outsized results. So it’s important to learn which ones to pick

Here are the basic criteria you should consider:

Does it have sufficient search volume?

There’s no use in ranking for keywords that no one searches, even if they’re not competitive. Rank #10 on a massive keyword can be worth more than rank #1 on a smaller one.

How relevant is the keyword?

It’s much easier, and often much more lucrative, to rank on hyper-specific keywords than broad ones. If you sell coffee, going after keywords like medium roast Columbian coffee beans would be much easier to rank for than just ‘coffee’.

Do you have a conversion advantage?

Amazon will almost always rank the highest converting product first for any given keyword. That’s why you should always check the search query performance report for any given keyword to see if you have a CTR or CVR advantage over the general market before trying to rank for it.

Once you start using the right keywords, you’ll start seeing significant revenue coming in from organic traffic, usually equivalent to 60-100% of your ad sales, as you can see in the picture below.

For Seasoned Sellers: Make sure you don’t treat your SEO as a set-and-forget initiative. You have to constantly track results and cycle keywords between your title, bullet points, and backend search terms based on your goals.

For New Sellers: Ranking takes time and you likely won’t rank immediately because you have lower sales volume and CVR than other products. Stay patient and give it time.

Rank Higher on Strategic Keywords

Amazon takes 3 factors into consideration when deciding where to rank you for a keyword: CTR, CVR, and sales velocity.

If you have keywords where you have a CTR and CVR advantage, creating rank-intent campaigns with sponsored products can be an easy way to boost sales velocity and complete the ranking puzzle.

Here’s how to set up your first rank intent campaign:

Step 1: Find Your Keywords

Find 4-10 keywords that you want to rank for using the criteria mentioned in the previous point

Step 2: Create Campaigns

Create an individual sponsored product campaign for each keyword and enter them in exact match

Step 3: Set Your Bids

Set bids that are 50-100% higher than what you’d usually pay for a click and add a placement boost of 100% for top of search

Step 4: Track Results

Track rank week over week and keep an eye out for any improvement you might see. Keep in mind ACoS will always be high with this type of campaign but the organic sales you’ll get after ranking will be enough to make up for it.

Using these campaigns, you can secure the top position for your most lucrative keywords and get a constant stream of free traffic for life

For Seasoned Sellers: It’s better to track net profit per SKU than ACoS or TACoS. Growing your sales and ranking is expensive and will affect your margins but you could end up with a higher total profit because of the increased volume of units you sell at this lower margin.

For New Sellers: ACoS and TACoS are always going to be terrible at the beginning, so just run your campaigns with the aim of ranking and getting reviews, and don’t stress too much about your ROI in the first two months.

Launch in New Marketplaces

Expanding horizontally to new marketplaces can be an easy way to replicate your success. Launching in new marketplaces means taking the ASINs that work well, listing content that converts well, reviews you’ve earned, and even the campaigns that worked for you and just using them in a new country.

In the graph above, you can see how a Canada-based small business was able to add an extra 50% to its revenue by expanding to the US.

And this isn’t a one-off result either, if you avoid the common pitfalls of international expansion, you can quickly add an extra 10-40% in new revenue at a similar ACoS within a year.

Here’s everything you need to know before you launch:

How Similar is This New Country?

Taking a successful Amazon US product and launching it in the UK or Canada is a lot less risky than shipping the same product to Japan. Picking marketplaces that are fundamentally similar to the ones you already compete in will make your life a lot easier because of the similarity in consumer preference and the lack of language barriers. 

Are Sellers of The Same Product Successful?

You can use tools like Helium10 to estimate how much sellers in your category are making in whatever country you plan on expanding to. Knowing these numbers before making the decision to set up shop in a new marketplace can minimize surprises and help you know if the move is really worth it

Does The Search Volume For My Product Exist?

Similar to the previous point, you want to make sure your main keywords are receiving enough searches in this new country to justify selling there. If there’s just not enough search volume it will almost never work out

How Much Does My Product Sell For?

Different countries have different price expectations. So while your product may sell for $22 in the US, Canadian shoppers might only expect to pay $19. This is why it’s essential to find out what the average price is for your product and analyze whether your profit margins can support it before making the big decision.

For Seasoned Sellers: Start with your current best-performing ASINs and launch them in other similar markets first. You can also launch on completely different websites like Walmart to grow sales.

For New Sellers: Focus on mastering your current marketplace before expanding overseas. Once you have good reviews, good revenues, and good profits you can consider expanding, but before that, it’s not a good idea. You’ll just be spreading yourself too thin

Test Off-Amazon Traffic

If you’ve hit a ceiling with PPC and SEO, it might be time to look into off-Amazon traffic. There are many sources of Off-Amazon traffic but the main ones are TikTok, Google Ads, Influencer marketing, and Facebook ads.

This type of traffic can expand your total addressable market since you’re no longer dependent on people searching for your product on Amazon. It can also help increase your organic rank because Amazon rewards sellers who send new traffic it’s way.

The main cons of off-amazon traffic is that it’s usually hit or miss since you’re not targeting specific keywords anymore. This type of traffic also tends to convert at a lower rate because it attracts shoppers who are still in the consideration stage and may not be ready to buy yet, which might lead to a higher ACoS.

Overall though, it can be very useful, especially for larger sellers.

In the example below, you can see Nutricost, a supplement brand on Amazon using both Facebook and Google ads to drive additional traffic to its store and beat out its competitors.

For Seasoned Sellers: It’s crucial to be running some type of off-Amazon ads once you cross 8 figures, even if your ROI isn’t that high on them. Your competitors will be running them and if you don’t you’ll be left behind.

For New Sellers: It’s better to stick to PPC until you feel like you’re maxed out on it. Your ROI off-Amazon is going to be much lower so you want to ignore other ad platforms until you have a high enough budget.


Congrats, you’ve made it to the end. You now know the 19 growth hacks we’ve learned over the last few years working with the world’s biggest sellers, Amazon agencies, and aggregators.

If you need help with the implementation, you can use our software to do the heavy lifting or even sign up for our managed service and get 100% of this work done for you.