In this video, we explore advanced strategies for managing large variation configurations on Amazon, focusing specifically on a client that sells military-spec paracord. Learn how to optimize provenance structures for better conversion rates and discover the impact of past agency decisions on product performance.

Conclusion for the Brand Manager:
Had the opportunity to speak one-on-one with Steven Pope to gain additional insights into a brand, specifically two ASINs.

I learned a lot at this meeting:
Steven doesn't like 2-step variations, although they can be useful sometimes. The reason is that they can be messy and confusing if there are too many options, even if it looks clean.
To really leverage demographics: We tend to stay general (age and gender) and rarely focus on the thrice divorced truck driver, the people who buy this product primarily within that age and gender group (customer avatar).
Ratings between 1,000 and 8,000 are nominal, meaning if you split two stepparents into 2 to 5 new parents, the best-selling listings can continue to maintain a good reputation as long as ratings are above 1,000.
I learned even more from an analytical and strategic perspective, but overall I came to MAG as a very data-driven person. Through my experiences (wins and losses), I started to lean more towards simply satisfying the customer. After my meeting with Steven, I was reminded that the data speaks and that sometimes a small victory is not worth it if you end up losing the race.

Thanks again, Steven Pope, for your time, guidance and motivation!

#AmazonSEO #AmazonTips #AmazonSales #ProductOptimization

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Time stamp:

00:00 – Strategy for setups with larger variations
00:30 – Customer Product Overview: Mil-spec Paracord
01:00 – Discussion on variation structure: tensile strength and colour
01:50 – Determining lineage: size vs. color
02:20 – Conversion rate analysis and recommendations
03:00 – Sales data and past agency issues

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