The Top of Search Show - Amazon, Walmart, Ecommerce, and More – Details, episodes & analysis

Jeff Cohen has been a seller on Amazon, worked at a SAAS company (Seller Labs), and now works as an ad evangelist for Amazon Advertising.  Robyn and Abe chatted with Jeff about exactly what he had learned and how his perspective on working at Amazon had changed.  

Key Takeaways:

✅ Amazon prioritizes customer experience and long-term impact.
✅ Amazon Marketing Cloud (AMC) helps brands improve ad targeting & analytics.
✅ AI in advertising is constantly evolving—brands must stay adaptable.
✅ Upper-funnel marketing (TV ads, DSP, Sponsored Ads) can boost conversion rates.
✅ Career advice: Start as a seller, work with an agency, or join Amazon.
✅ Amazon’s work culture encourages big thinking, problem-solving, and innovation.

🔗 Resources & Links:
📖 Amazon Leadership Principles
📊 Amazon Marketing Cloud
🛍️ Amazon Sponsored Ads
📈 Amazon DSP
💼 Amazon Jobs

We also discuss what Jeff recommends for people looking to be the next generation of thought leaders in the Amazon space break into the space.  

Abe Chomali and Robyn Johnson dive deep into the world of branded search strategies on Amazon. They break down the importance of both brand defense and conquesting (targeting competitor brands), sharing real-world examples and actionable tips to help businesses protect and grow their market share. 

🚀 Key Topics Covered: 

1. Brand Defense: 

• Why it’s essential: Protect your brand from competitors targeting your name in search results. 
• Tactics: Fill ad spots with your products to prevent others from outranking you, even if you're an established brand like Lego. 
• Real-life example: A puzzle education company lost control of their own branded keywords due to neglect, allowing competitors to dominate their search results. 

1. Conquesting: 

• Definition: Targeting competitor branded searches to capture their customers. 
• Example: Advertising a tastier cookie under the search term "Oreos" or competing against popular brands like iPhone cases. 

1. Branded Search Campaign Strategies: 

• Always separate branded campaigns from general keywords to avoid skewed performance data. 
• Common mistakes: Mixing branded and non-branded keywords, which can either hide poor-performing keywords or artificially inflate campaign success. 

1. Measuring Success: 

• Track metrics like top-of-search impression share to ensure brand visibility. 
• Use branded search data to analyze the impact of off-Amazon marketing efforts (e.g., TV appearances and influencer campaigns). 

1. On-Page Defense: 

• Fill product pages with ads for your own products to prevent competitor ads from stealing sales. 
• "Filling the shelf": Ensure all variations and complementary products are visible to maximize cross-selling. 

🎯 Key Takeaways: 

• Branded search is non-negotiable, even for big brands like Lego. Ignoring it can result in lost sales and diminished brand authority. 
• Separate branded and non-branded campaigns for clearer data and better budget allocation. 
• Use branded search to defend against competitors and capitalize on external marketing efforts. 

🔗 Links Mentioned in the Episode: 

1. Search Engine Journal - https://www.searchenginejournal.com 
2. Search Engine Land - https://www.searchengineland.com 
3. Marketplace Blueprint - https://www.marketplaceblueprint.com 

In this episode, John Aspinall shares his extensive experience in e-commerce, specifically focusing on Amazon optimization strategies. He delves into hero image optimization, color psychology, and the power of A/B testingthrough tools like PickFu. John emphasizes the importance of understanding your ideal client profile (ICP) and how brands often make costly assumptions about their customers without proper testing. 

Key insights include: 

• The psychology behind product images and how direct eye contact can increase conversions. 
• The value of micro A/B tests to improve click-through rates without hefty ad spend. 
• How brands, even large ones like Hasbro and Rockstar Energy, make product mistakes due to insufficient consumer research. 
• The importance of hyper-targeting product listings to specific audiences, as shown in an example of a company tripling revenue by repositioning the same product for different demographics. 

John also shares marketing hacks, including how to use PickFu for free with your own audience and tips for maximizing productivity with Apple devices. The episode wraps up with a fun discussion about Marvel characters, iPhones, and Comic-Con experiences. 

Links Mentioned in the Episode: 

• PickFu - https://www.pickfu.com 
• SMX London & SMX Munich - https://www.searchmarketingexpo.com 
• Goli Nutrition - https://www.goli.com 
• La Roche-Posay - https://www.laroche-posay.us 
• Brickmania - https://www.brickmania.com 
• Zulay Kitchen - https://www.zulaykitchen.com 

Abe Chomali shines the spotlight on his co-host, Robyn Johnson, diving into her journey in e-commerce, entrepreneurship, and Amazon expertise. Robyn shares her unconventional path, starting from humble beginnings at garage sales to building a seven-figure Amazon business and founding Marketplace Blueprint, an agency focused on Amazon and other marketplaces. 

Key topics covered: 

• Robyn’s Journey: From a youth minister struggling financially to scaling an e-commerce business to over $1 million in sales on Amazon by 2010, Robyn’s story highlights resilience and adaptability. 
• Agency Evolution: Marketplace Blueprint offers full-service Amazon management, including advertising, compliance, creative services, and Seller Support, with a team of former Amazon employees. 
• Speaking Career: Robyn has spoken at international events like PubCon, SMX London, and SMX Munich, drawing from her vast marketing knowledge beyond Amazon, including insights from the broader Google and Meta ecosystems. 
• AI vs. Rule-Based Strategies: A lively discussion on the role of AI in e-commerce advertising, where Robyn emphasizes the value of human-driven, rule-based systems for nuanced decision-making. 

Robyn also shares personal anecdotes, including: 

• Meeting her husband (and business partner) Nate at Kinko’s and how they complement each other’s strengths in the agency. 
• Navigating challenges like product indexing issues on Amazon, such as a baby spoon incorrectly categorized as a “sexual wellness” product. 

Key Takeaways: 

• Intentionality matters: Robyn’s approach focuses on understanding each client’s ideal customer and aligning marketing strategies accordingly. 
• Fundamentals first: While AI tools have their place, Robyn believes in human oversight for creative, strategic decisions. 
• Adaptability: Robyn thrives on solving new puzzles in the ever-changing e-commerce landscape, thanks to her ADHD-driven curiosity. 

Links Mentioned in the Episode: 

1. Marketplace Blueprint - https://www.marketplaceblueprint.com 
2. Search Engine Journal - https://www.searchenginejournal.com 
3. Search Engine Land - https://www.searchengineland.com 
4. PubCon - https://www.pubcon.com 
5. SMX Munich & SMX London - https://www.searchmarketingexpo.com 

Join us as we get to know one of our hosts, Abe Chomali. He discusses his extensive background in e-commerce and Amazon advertising, setting the stage for what listeners can expect from the show. 

Robyn and Abe highlight how their different experiences and perspectives complement each other, promising diverse insights for sellers navigating Amazon's complex world. 

Key topics covered: 

• Abe’s Journey: From selling products in 1991 through magazine ads to becoming an Amazon advertising expert, Abe shares how he’s managed hundreds of millions in sales and now focuses on PPC strategies with a data-driven approach. 
• Amazon Advertising Insights: Abe explains the nuances of sponsored brand ads, how product pricing affects ad performance, and the importance of understanding customer lifetime value. 
• Challenges in E-commerce: They discuss common mistakes brands make, like assuming agencies can solve all problems without client involvement and the necessity of having resources like inventory to support ad growth. 

They also dive into personal anecdotes, including: 

• How a simple brand name helped one company achieve $3 million in sales despite having an undifferentiated product. 
• The pitfalls of relying on agencies without active brand participation. 

Key Takeaways: 

• There's no one-size-fits-all approach to Amazon advertising. 
• Success often comes from testing strategies tailored to each brand's unique strengths and audience. 
• Agencies should be partners, not just service providers—collaboration is key to growth. 

Links Mentioned in the Episode: 

1. XP Strategy- XPStrategy.com
2. Amazon Advertising - https://advertising.amazon.com 
   
   
   

Connect with our Hosts

Robyn Johnson- Marketplace Blueprint - A full-service agency offering SEO, Advertising, Seller Support, and Strategy for Amazon, Walmart, and Mercado Libre.

🎙 In this episode, Jessica Wright, an e-commerce expert with over 15 years of experience, joins Robyn Johnson and Abe Chomali to discuss brand-building and compliance challenges on Amazon.

🔑 Key Takeaways:

• 🏗 Brand Development vs. Private Label: Jessica emphasizes the importance of creating a strong brand identity rather than relying on generic private-label products.
• ✅ Compliance & Regulations: She discusses how meeting strict international regulations (e.g., EU standards) can give brands a competitive advantage when expanding to the U.S.
• 📈 Marketplace Evolution: Amazon's landscape is shifting, making it harder for "me-too" products to succeed. Building brand loyalty is more important than ever.
• 📢 Social Commerce & Influencers: Using TikTok Shop, Instagram, and influencer marketing is becoming essential for driving brand awareness and sales.
• 🛡 Protecting Your Brand: Registering trademarks, copyrights, and utilizing Amazon Brand Registry are crucial for safeguarding a brand from copycats.

📢 In this episode of Top of Search,Robyn Johnson & Abe Chomali break down Amazon Brand Registry—what it is, why it’s essential, and how to use it to protect your brand & boost sales. They cover trademark requirements, key benefits like A+ Content & Brand Analytics, and common myths. Whether launching a new brand or optimizing an existing one, this episode will help you navigate Amazon like a pro.

Key Takeaways

1️⃣ What is Amazon Brand Registry?

• Requires a live or pending trademark to verify brands.
• Prevents counterfeits & duplicate listings.
• Unlocks exclusive brand tools & protections.

2️⃣ How to Get Brand Registry

• Standard: Register a trademark with USPTO (6+ months).
• Fast-track: Use Amazon IP Accelerator for quicker access.
• Cost: $400–$1,500 for legal fees + government filing fees ($200–$400).

3️⃣ Benefits of Brand Registry

• Ad Tools: Sponsored Brands & Display Ads, including video ads.
• A+ Content: Enhances product listings and boosts conversions.
• Amazon Storefront: A dedicated page for your brand.
• Brand Analytics: First-party data on search trends and competitors.
• Listing Protection: Prevents unauthorized edits and counterfeit listings.
• GTIN Exemption: Allows some listings without UPC codes.

4️⃣ What Brand Registry Does NOT Do

• Does not remove unauthorized sellers.
• Does not enforce MAP pricing or distribution control.
• Does not automatically prevent hijacking—brands must monitor actively.
• Does not replace utility patent protection.

5️⃣ Best Practices

• Keep brand name formatting consistent.
• Fill out all backend listing fields to prevent edits.
• Create a shell listing before printing packaging.
• Set up a basic website with product images & descriptions.

6️⃣ Common Myths

• Does not guarantee full control over listings.
• Does not gatekeep—others can sell your product if obtained legally.
• Not optional for serious sellers—lack of protection can lead to hijacking.

Final Thoughts

Brand Registry is essential for any seller serious about scaling on Amazon. It provides powerful tools to protect your brand, optimize ads, and increase sales. If you're selling on Amazon, this should be your first step.

🔗 Links mentioned in the episode:

·      Amazon IP Accelerator 

·      USPTO Trademark Registration

🎙️ In this episode, e-commerce advertising expert Will Haire, founder of BellaVix, joins Abe and Robyn to break down Amazon DSP (Demand Side Platform). They dive into who should be using DSP, when it makes sense, and why it’s often misunderstood. Will shares tactical advice, pitfalls to avoid, and how DSP fits into a broader Amazon advertising strategy.

🔑 Key Takeaways

💻 Amazon DSP: Beyond the Hype
• DSP is Amazon's programmatic advertising platform, offering advanced audience targeting using real shopping data.
• It's not just for on-Amazon ads—DSP reaches third-party sites, Twitch, IMDB, and more.
• Amazon reps aggressively push DSP, but it's not always the right fit for every brand.

📊 When Is a Brand Ready for DSP?
• Minimum recommended spend: $5,000/month for effective campaigns.
• Best suited for brands doing $50-70K/month in sales looking to break through stagnation.
• Focus areas: Retargeting, abandoned carts, conquesting competitors.

🔎 The Realities of DSP Performance
• DSP is more brand awareness and audience-building focused, less direct-response than Sponsored Products.
• Sponsored Products should be maxed out before considering DSP.
• ROAS expectations for DSP differ; key metrics include click-through rates, detail page views, and new-to-brand purchases.

💡 Strategic Considerations & Common Missteps
• Exclusion controls in DSP offer valuable brand safety levers not available in Sponsored Display.
• Creative quality and audience segmentation are critical for DSP success.
• Brands often mistake DSP for a guaranteed ROAS driver—it’s more akin to billboard advertising.
• Consumables and premium-priced products benefit most from DSP's audience-building potential.

⚙️ Tools and Insights Mentioned
• Amazon Marketing Cloud (AMC) – For deeper attribution insights and customer journey tracking.
• PacVue – Tried for reporting but found Amazon’s native dashboard sufficient.
• Cantar Study – Reference for Amazon’s “better together” advertising philosophy.
• Influencer Marketing – Often a better fit for early-stage brands over DSP investments.

🔗 Useful Links Mentioned
• BellaVix
• Robyn Johnson on LinkedIn
• Abe Chomali on LinkedIn
• Amazon Marketing Cloud (AMC)

🎙In this episode, Michael Erickson Facchin, a seasoned digital marketing expert and host of the PPC Den podcast, shares valuable insights on Amazon PPC, audience targeting, and the evolving e-commerce landscape. He discusses the importance of data, the challenges of navigating new features, and how brands can balance testing with fundamentals to optimize their campaigns.

🔑 Key Takeaways

💻 Amazon PPC: Technical Marketing at Its Core
• Amazon’s PPC system is evolving, but still lags behind Google and Meta in some areas.
• Understanding data is crucial, but sifting through overwhelming amounts of information can be challenging.
• Audience targeting is improving, but still needs refinement to truly compete with Google and Meta.

📊 Audience Targeting on Amazon: Not Quite There Yet
• Amazon’s new audience targeting features are promising but still in early stages.
• Brands need to balance fundamentals with testing new features to optimize campaigns.
• Effective use of audience targeting requires understanding the complexities of warm and cold audiences.

🔎 The Importance of Product Fit in a Crowded Market
• Product-market fit remains a fundamental element for success in e-commerce.
• A unique product that offers real value is more likely to succeed than a "me-too" product.
• It’s crucial to protect unique product ideas through patents and strong branding.

💡 Building a Brand with a Unique Edge
• Expanding your product line can work if done right, by identifying search term data and market gaps.
• Understand your market before launching product extensions.
• Products that capture the spirit of the market are more likely to become enduring brands.

⚙️ Tools and Insights Mentioned
• AdBadger – Amazon PPC management tool for optimizing campaigns.
• Google Ads – For cross-functional digital marketing strategies.
• Amazon Sponsored Products – Best ad type for e-commerce sellers, still in need of more advanced features.
• LinkedIn – Be cautious of hype and "quick fixes" from influencers.

🔗 Useful Links Mentioned
• AdBadger
• PPC Den Podcast
• Google Ads
• Amazon Sponsored Products
• LinkedIn
• Hexagons are the Bestagons – Watch here!  

🎙 Robyn Johnson & Abe Chomali break down where AI enhances agency work and where it falls short. They share real-world examples across images, copywriting, advertising, and brand ideation, emphasizing how AI supports — but does not replace — human expertise and strategy.

🔑 Key Takeaways

🖼️ AI in Images: Helpful, but Risky
• Great for quick lifestyle images and background enhancements for small brands.
• Not reliable for strict brand guidelines, proportions, or avoiding copyright risks.

📝 Copywriting with AI: A Strong Start
• AI drafts titles, bullets, and callouts well — but humans must edit for accuracy and compliance.
• Prompt engineering and tools like Character.AI and custom GPTs improve results.

📈 AI & Advertising: Only Half the Job
• AI ad tools help with data summarization but don’t outperform human ad managers.
• Rule-based PPC tools (like Optimizer or PPC Profit) are still preferred for control and consistency.

💡 AI for Ideation and Strategy
• AI shines in generating brand names, new ideas, and article drafts.
• Use AI for brainstorming and summarizing, not final decisions or strategy setting.

⚙️ Best Tools and Approaches Mentioned
• ChatGPT (especially with custom GPTs) – For content, prompts, and communications
• Claude – Better for technical writing, programming support, and detailed analysis
• Canva Pro – Easy creative tools with layered AI assistance
• Character.AI – Customer avatar creation and ideation training
• Rule-based PPC software – For safer ad management (vs. "auto AI" ad tools)

⚖️ AI + Agency Expertise: Hybrid is Best
• AI saves time on tedious tasks, but human review is essential.
• Agencies provide deeper customer understanding, legal compliance, and strategic decision-making that AI alone can't match.

🧩 Final Advice for AI Beginners
• Start by using AI to draft, not finalize — especially for copy and ideation.
• Learn basic prompt engineering or ask AI to create the best prompts for you.
• Treat AI like a team assistant, not a team replacement.

🔗 Useful Links Mentioned

• Character.AI – Build customer avatars and ideate with AI characters
• ChatGPT Explore GPTs – Browse and create custom GPTs
• Claude by Anthropic – Advanced AI for programming, writing, and analysis
• Canva Pro – AI-assisted creative tools for image generation
• Make.com – Workflow automation platform
• Otter.ai – Record and transcribe outlines for article writing
• Google Workspace – Built-in AI tools for documents and spreadsheets
• Optmyzr - Rule-based PPC management tool