On Amazon, execution gaps don’t just slow you down.
They kill your growth.
One weak link is enough to drag your brand down in rankings, lose sales to competitors, and stall the growth flywheel.
That’s why to execute on a winning Amazon strategy, we systematically look at your Amazon presence and find the leaks we need to plug.
Here is our six gap framework.
Fix these, pair with flawless execution, and see your brand climb the rankings.
GAP #1: Catalog
A messy or incomplete catalog confuses customers and kills conversion.
Here’s what it looks like:
- Messy organization, with missing variations or duplicate listings.
- Missing bulk options and bundles that match Amazon customers’ shopping habits.
- Lack of standard brand representation across the catalog, confusing customers.
Your catalog is your foundation. If it isn’t tight and well organized, everything else can’t be as effective.
GAP #2: Optimization
By optimization, we mean both optimizing for conversion rate from customers, and for rankings in search results.
Here’s what it looks like:
- Clunky or minimal listing content that fails to persuade customers your brand is what they need.
- Weak or unclear images that smell like afterthought and drag down your brand’s perception.
- Lack of optimization for high volume, highly relevant keywords your customers are searching for.
On Amazon, lack of optimization drags down your rankings and makes you less discoverable. If customers can’t find you, they won’t buy.
GAP #3: Reputation
On Amazon, reviews are everything. It’s easy for a smattering of bad reviews to tank your product’s score, and sales with them.
Here’s what it looks like:
- Bad reviews that could be avoided with better content or more proactive customer service.
- Fulfillment issues that cause customer discontent rippling from sellers to your brand’s listings.
- Lack of proactive review generation that leaves your products with few ratings… and invisible.
Protecting your ratings and generating steady reviews is about survival. Without them, rankings don’t rise, and customers don’t buy.
GAP #4: Advertising
Advertising is Amazon’s growth engine, powering the flywheel and boosting your ratings. But scattered efforts only waste money, and a missing strategy makes your competitors very happy.
Here’s what it looks like:
- Lack of strategic advertising campaigns across the catalog, leaving all the traffic (and sales) to your competitors.
- Sellers competing against each other, skyrocketing ad costs with no additional benefit for your brand.
- Missing defensive advertising campaigns that leave your existing market share ripe for your competitors’ taking.
The reality is, without strong, coordinated advertising, your brand can’t build long-term discoverability against stiff competition.
GAP #5: Pricing
Controlling your pricing is a necessary measure to preserve your brand value. If your pricing is all over the place, nobody’s happy.
Here’s what it looks like:
- Inconsistent pricing with sellers undercutting each other, wrecking the Buy Box and ruining margins for everyone.
- MAP violations that make your off-channel partners stop believe in your brand’s future.
- Dwindling margins and brand value that make it impossible for anyone to invest in your growth.
Pricing protection is brand protection. Inconsistent pricing hurts everyone: your brand, your customers, and your partners.
GAP #6: Operations
Tight operations are not just a nice to have. Without a flawless end to end pipeline from factory to the customer’s door, you can’t grow long term.
Here’s what it looks like:
- Frequent stockouts on key SKUs that wreck your rankings and customer confidence.
- Sloppy fulfillment practices with poor quality control that makes customers mad and raises returns.
- Poor customer service by uncontrolled sellers that reflects badly on your brand’s reputation.
Operational slip-ups compound, fast. And they inevitably make your brand less competitive across the board.
A winning strategy means plugging the gaps.
The cutthroat competition on Amazon leaves no room for weak spots.
Every gap connects to the others, and one weak link in the chain is enough to sink the whole boat.
That’s why the only way to win is a complete strategy, one that locks down all the leaks and compounds growth across every lever, scaling to the top.
Do you have all six gaps covered?
Or are they killing your brand’s momentum?
At Zoplenti, we systematically plug every leak. By building a seamless strategy and using our skills and technology to execute end to end, we scale our partners for the long term. All the way to the top.
