6 Ways to Beat your Competition with Amazon Private Label

A successful product is like a pro baseball pitch: just a throw isn’t enough. It needs something special: a spin, a curve, an angle.

As competitors crowd Amazon, the need for differentiation grows. A product with an angle always has a customer.

“But how do I differentiate?” you ask. The 6B’s. The 6 Ways to Beat your Competition with Amazon Private Label.

These 6 strategies are also great to set you apart and make sales:

1. Better
2. Before
3. Brute
4. Bundle
5. Brand
6. Bulk

After reading this post, you’ll be able to make a strategic decision about product positioning.


Make it physically better. In what way? Amazon will tell you!

Go to Amazon.com, look at your competitors, click on the review count next to their star rating, then click to see 3-star reviews on the left. This shows you the “Most helpful critical review” on the right hand side.

Often, a customer drops a gem: a physical modification to improve the product. Visit another competitor. Then another. Then another. If there’s a pattern in the “Most helpful critical review”, make the physical change and profit. Make sure it’s a small change.  Big changes aren’t always financially viable.

Here we are looking at the leader for the search term “babyproof edge guards.”
6 Ways to Beat your Competition on Amazon
We click on the “431 customer reviews” button, and click on the 3-star category, Amazon will show us the “most helpful positive review” and the “most helpful critical review.”

The critical review suggest a product improvement. In this case, it’s that the tape doesn’t adhere as well as that reviewer would have liked. Look around. If you see a pattern in the feedback, your position could be “sticks better!”

6 Ways to Beat your Competition on Amazon


Sell it before anyone else. Many look at what’s already popular on Amazon and try to copy it.

And why not? That’s a good strategy!

But if this is your third or fourth product, consider a first-to-market play. Instead of sourcing Amazon to Alibaba, try Alibaba to Amazon private label. Ask your supplier what else they’ve got. Look at offerings on other e-commerce sites that aren’t sold on Amazon. Look at Wal-Mart, Target, Staples. Ask big box employees what’s been selling well, with the excuse that you need gift ideas for your (husband, wife, or other relative who matches your Amazon target market). Go to large online communities like Reddit, and ask what they want but don’t have in your product category. Look at product launch communities like Kickstarter, Indiegogo and Quirky and see what people are making.


Push it with brute force.

For example: you roll out 1 white, generic lint roller (pun lintended). There’s nothing particularly special about your lint roller, but you build up your review base to hundreds of reviews, and customers perceive your product as the definitive solution.

There’s force involved in launching every new product, but the amount of force required depends on the leaders in your niche. The path to page 1 is a simple calculation.


Everyone’s selling it on its own? Bundle in an accessory. Some common bundling techniques include:

– adding a book (ebooks are so 2014, add a real instructional pamphlet)
– giftable packaging
– adding a case or storage container
– add a warranty
– a product add-on that enhances the experience
– creating a full-on kit based around a specific activity

With physical add-ons, exercise caution.

If the customer can’t use the accessory with the main offering right out of the box, don’t add it. Don’t add “nice to have” items. They increase your shipping fees and add additional costs in the mind of the buyer.

Here’s a good example of an add-on. For the search term “whiteboard markers”, Expo sells markers plus the one thing every customer inevitably needs: an eraser. So, they bundled:

6 Ways to Beat your Competition on Amazon

Kits are a little different than bundles.

If you make a product kit, it’s less clear which product is the main offering. The best kits serve every need of an enthusiast in a certain area.

Here’s a good example of a kit, as you can clearly see. Ha ha. According to JungleScout, these guys pull in $49k, $25k, and $24k per month respectively. The average person may not know about at-home canning, but an enthusiast does. And an enthusiast needs a full kit.

Kits are particularly effective if the combination is hard-to-find in a big box store, making your listing the only game in town.
6 Ways to Beat your Competition on Amazon


Imagine that you’re grocery shopping.

There’s Nutella on the shelf. Creamy, thick, chocolatey Nutella. Next to it, there’s a generic chocolate spread. If you buy Nutella instead of no-name, you’re also buying pride, satisfaction, the feeling that you’re getting the best experience for you and your family.

Amazon is the same. Position your product so that it has a brandable term in the title, bullets, description. Take pride in your work so that your customers can take pride in it too.


If everyone else sells a single unit, can you sell a pack of 2? 5? 10? 25? 50?

Here’s a hack for you: consumers perceive larger quantities as offering some sort of a per-unit discount. Most people don’t do the math. They just assume. As a seller, you can take advantage of this phenomenon and sell multiples. But make sure the bulk deal is logical. Bulk hand soap: go crazy. Bulk 3-hole punchers: what are you going to do with those?

Here’s one: novelty sunglasses. You can’t make money selling 1 pair at a time (Amazon fees considered), but you can sure make money selling 36 pairs at a time!

Beat your Competition on Amazon

There you have it, the 6B’s of product positioning:

1. Better
2. Before
3. Brute
4. Bundle
5. Brand
6. Bulk

Think about your product and how to spin it, and using the 6 ways to beat your competition on Amazon–they won’t know what hit ’em. We hope you enjoyed our article on the 6 Ways to Beat your Competition with Amazon Private Label.


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Build Brand Awareness with an Amazon Marketing Strategy

It’s no secret that e-commerce is representing a greater and greater share of overall commerce each year, and that virtual fortunes can be made for those who plan and execute well a few key strategies for gaining exposure and market share across multiple sales channels.

If you are an e-commerce site operator and you sell your own private label brand of products, today I am going to share with you a four-pronged Amazon marketing strategy on how you can dominate Amazon with your store’s product line and increase traffic to your ecommerce site. So grab a pen and paper and take notes….

As I go through this strategy, the company and model I’d like you to keep in mind is Spigen, a leading seller of cell phone accessories on Amazon.

Building Brand Awareness with an Amazon Marketing Strategy:


  1. Increase market share for, and create fans of your product line
  2. Increase sales revenue for your business
  3. Move buyers from Amazon to your own e-commerce site

The Plan:

List products currently for sale in your e-commerce site on Amazon.com, starting with the lower competition categories that are in your niche (e.g. travel accessories, office products, baby products, or sports and outdoors).  Optimize your listings to basically “out market” your competitors, thereby gaining increased sales rank.  Then wash, rinse, and repeat with any products you may have in more competitive categories.

Tip: Use a Super URL to link product pictures from your e-commerce site to your Amazon listings rather than your cart checkout – OR – utilize Amazon Payment Services to increase buyer trust on your site.

Phase 1: List Your Products on Amazon.com

Starting with items in the less competitive niches, list your products on Amazon.com in the most highly optimized manner possible.  The areas of most importance to pay attention to, in order, are:

  • Product Images – at least 7 super high quality images including action shots
  • Product Title – Start with your brand name, in all caps, and include 2 – 3 keywords
  • 5 Bullet Points – Concise with key features and benefits. Use Additional keywords
  • Keywords to Rank For –  Not visible.  Used in your listing setup. Don’t repeat main title keywords to save characters allowed
  • Questions & Answers –  Use this area to respond to questions with keyword optimized replies.  This helps boost your product ranking.
  • Description –  Create a compelling, benefit rich description using basic [paragraph] and [Bold] headline tags to increase readability.

You want to have all items Fulfilled by Amazon rather than Merchant to help boost ranking and garner potential Amazon Prime customers. You want to ship at least 200-250 of each product into Amazon for those products you are going to promote with a :”blast” style launch.

Phase 2:  Amazon Marketing Strategy

On Amazon.com, product performance comes down to two things basically – sales and reviews.  Sales depend on converting traffic into buyers, and conversions depend upon having optimized listings and social proof in the form of reviews.  You can see how most of these factors are related to one another.

Most Internet marketers struggle in one way or another with getting traffic to their websites,  with over 225 million sales visits to Amazon per year, the traffic factor is taken care of.  You just have to convert that traffic into buyers.  And on Amazon, the better you convert, the more traffic they send your way.

Begin With Your Existing Customers

The first thing you want to do is to contact your existing customer list with a 25-50% off coupon to buy your products on Amazon itself.  Then follow up with those who do buy to ask for product reviews (within your Amazon SellerCentral Account).  This builds your social proof and increases sales.  Aim for at least 25 reviews for each product from your promotional efforts alone.

An aggressive tactic you can use to increase the number of reviews you get is to use a service like Feedback Genius or other e-mail follow-up services.  You can also opt to utilize the services of a virtual assistant to go through your orders and follow-up asking for reviews.

To increase reviews you can also contact niche blogs, forums, and/or products reviewers, among others, and give them a coupon to receive free products in exchange for a review.

Launch Your Products

A recently developed method to quickly boost sales rank, and even get reviews, is known as a product launch or “blast.” This method entails using Honestfew to give away a number of products to customers at a deeply discounted price (commonly $0.99 or $1.99), using a one-time coupon code.  This has the effect of significantly boosting your Amazon sales rank by getting a large number of sales in a short period of time.

A blast of 150 to 200 product units will usually be sufficient to rank your product in most non-competitive categories.  Intensely competitive markets such as dietary supplements or cell phones and accessories might require two to four times as many products be given away at those prices to gain significant rank and thus are more costly to promote.

Again, you follow up by asking customers for reviews.  Repeat this process for as many products as you wish to rank highly or reach your desired BSR.

Phase 3: Turn On Pay Per Click Advertising

Once you have an optimized listing for your product and around 25 reviews, it’s time to turn on one of the most inexpensive and cost efficient pay-per-click ad campaigns in existence – Amazon Sponsored Ads.  Just enter relevant keywords you wish to attract buyers to your listing with, and let Amazon deliver your product ads to thousands of their customers.

The goal here is not to profit from this advertising, but to boost sales rank by increasing sales.  Remember, the higher your product’s BSR (Best Seller Rank), the more organic sales you will make.  A break-even strategy is best employed here.

After you have optimized your Amazon Sponsored Ads campaign, it’s time to finally turn to sending Amazon some outside traffic by turning on alternative external paid traffic sources such as Facebook ads and Google PPC.  The Amazon algorithm likes external traffic as this brings Amazon more customers.  You will be rewarded with increased product sales rank as a result.

Phase 4:  Bring Your Amazon Customers Home

Once you have acquired an increased number of customers from the Amazon.com site (as evidenced by reaching approximately 250 product reviews) and grown your customer base, it’s time to point your external pay-per-click campaigns back toward your e-commerce site.  You can utilize some of your Amazon reviews on your site as an added customer draw if you like.

You can also resume having your customers’ use your check out cart, and you can now fulfill orders yourself if you prefer.  This will not only bring in new customers to your site, it will also increase their confidence level in using your site.  You can, of course, opt to maintain your Amazon listings in a multi-channel fulfillment arrangement.

Strategies To Grow Even Further

To increase building brand awareness and grow your brand or ecommerce business even further, employ such tactics as retargeting with tools such as Perfect Audience or Adroll, and doing media buys on selected web properties.

For those so inclined, moving into international markets with Amazon may be the easiest way to experience the ultimate in brand expansion.  The opportunities are limitless for the imaginative businessperson. We hope you’ve enjoyed our article on how you can build brand awareness with an Amazon Marketing strategy.

There has never been a better time to explore your desire to expand your brand than today.  With the advent of launch services such as HonestFew, explosive growth in sales and customer acquisition has bought what was once often a mere fantasy for the average person, into a practical, cost effective reality. I’d love to hear your thoughts and ideas so comment below.

For those of you who would like to continue the conversation, feel free to head over to the HonestFew Mastermind Facebook group. We’re a select community of Amazon Sellers. We share exclusive tips and content, engage with fun and constructive programming, promotions, and contests to win review packages. Best of all, it’s entirely free. So what are you waiting for? Join today! HonestFew Amazon Mastermind!


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building brand awareness

Learn How To Crush It On Amazon

51jWDaB5lcL._SX311_BO1,204,203,200_    For those who are interested in taking your Amazon Seller game to the next level, I’ve just released a new book on how to crush it on Amazon specifically for you.

It’s got a lot of great ideas and tactics to help make your store even more successful. It’s currently on sale for $8. Take a look, click here on on the book to your left. And for a limited time, I’ll be doing email and Skype coaching when you purchase your copy.