Rethinking the ‘Sell More’ Mindset for Amazon Growth

One of my coaches taught me a powerful concept: identifying thought errors that hold me back from achieving my goals.

Essentially, it’s about pausing to question and validate my usual thought patterns, pinpointing those that are unhelpful and hinder the actions needed to create the results I want.

The same principle applies in business. We’re all working to solve problems and achieve better outcomes.

If I asked you about your biggest goal or challenge on Amazon, 95% of you would say “sales.”

In short, you want to sell more on Amazon.

But the drive to “sell more” often brings its own thought errors, which can sidetrack even the best intentions.

Here are typical thought errors that I have seen sellers (and Amazon service providers) make.

We’ll fix margins with more sales.

On Amazon more sales does not give more margins. In fact, it’s often a reverse relationship, unless tightly focused and managed.?

Most common root causes of no or low profit on Amazon? lies in broken unit economics, operational issues that drain P&L, or doing wrong things at a wrong time

We need a better Amazon ad manager/content optimization/insert a functional role.

It’s possible you self-diagnosed correctly. Meaning, it is possible that having a skilled and attentive expert run your Amazon advertising IS the only thing standing between you and more sales. Possible, but not likely. It’s rarely an isolated factor. Which leads to the next point.

Confusing complicated with complex.

Hang with me on this one.

Complicated systems are made of interconnected parts that operate in a predictable, linear way (assembling a car). Complex systems have? interconnected elements that interact in dynamic, often unpredictable ways (nature’s ecosystem).?

Like any marketplace, Amazon is a complex system.?

But what I see all the time brands look for, and service providers offer roadmaps, checklists, solutions, etc. that want to give you results in a system that does not operate in a linear way.?

Optimizing listings, improving specific advertising KPIs are tactical steps but not real solutions for a complex and unpredictable marketplace.?

So they try for solutions that are fit for a complicated, not a complex system. Which doesn’t work.?

Iterations, feedback loops, using data as a compass, not a crystal ball, agility over perfection? - these principles give resilience that is necessary to get results in the Amazon complex system.

I know that complicated and complex are used interchangeably, but if you embrace the difference it can revolutionize how you run your Amazon business.?

Operating on a prototype without a blueprint.

Any house starts with a blueprint that is a detailed plan, a design of what the final result should be. A prototype is a tangible, testable version of the product created to explore and improve the design in practice.

Often a root cause of ‘not enough sales’ is operating with a prototype with a blueprint.?

A master plan for Amazon should include product offers, positioning, overall advertising strategy, operational requirements. It’s a growth strategy created on having all fundamentals in place.

Prototyping is testing, tactical planning and execution. Tweaks to advertising, A/B testing listings, launching new variants, etc.?

Many brands try to prototype their way to sales without a blueprint, which leads to frustration, and lukewarm results.?

If you could use a pattern interrupt to navigate Amazon marketplace more profitably, sustainably, and effectively - sign up for my Amazon Digest - a b-monthly curation of Amazon news for founders, CxOs, and investors

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