The Ultimate Supplements Launch & Rank Strategy for Amazon FBA

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Whether you've been selling supplements on Amazon for a while or are launching your supplements brand soon on Amazon, it's going to be very important that you follow ALL of the pillars in this lesson because Amazon is more competitive than ever.

If you follow all the strategies I cover in this training, you'll be better off than 99.9% of Amazon sellers.
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In this lesson, I'm going to go over all the tools you need, all the pillars of success, all the latest tips, tricks, and hacks that you need to crush your launch, rank high, and be highly profitable on the Amazon channel.

We're going to go over how to optimize your conversion score, how to get fast reviews, how to fix your sale price, how to blast your Amazon ads.

We're going to talk about organic rank/ SEO and we're going to talk about driving external traffic.

We're also going to talk about the only way to profitably scale a supplements business.‍

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Tech Stack

Here are all the tools you'll need:

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• AmazingCreative.io: Your one-stop shop for that 10 out of 10 high-converting listing – photos, videos, expert copy, graphic design. That's my team.
• Helium 10: For review request automation (Discount code RILEY10)
• FBAreviews.com: For getting more quick reviews (Discount code fba-rev-10)
• Getreviews.ai: For insert card automation (Discount code L0M580PX)
• AMC: My done-for-you growth management agency.
• Million-Dollar Supplements Brand Blueprint: If you want to manage in-house or DIY.
• Notion: Free plan for project management
• Rebaid.com - Giveaway site for ranking boost
• Supps Compliance - Brian Yam @ Blue Ocean Regulatory (Make sure to book a consultation before choosing supplier or ordering inventory)

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Pillar One: Creative Conversion Score

My first pillar has to do with conversion. I call this creative conversion score. If you don't have a 10 out of 10 high-converting listing, essentially, you're going to be bleeding money every day which means you're never going to be able to rank high enough to be highly profitable.

Before you send any traffic to your listing, you're going to need to have a super optimized listing, and I call that having a 10 out of 10 listing.‍

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Here’s what makes up a 10/10 listing:
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Photoshoot

Your photoshoot will be the bedrock of your entire brand for years to come. Without a proper photo shoot, you won't be hitting that million-dollar-a-year mark. Just to zoom out for a sec, I'm assuming you're aiming to be a million-dollar supplements brand. This is everything you need to do to get there.‍

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Get a professional photo shoot done. NO AI. If you want to be a million-dollar brand, you need a real photo shoot. We're talking in-person, with models, in a kitchen, the whole nine yards.

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There's a company called Soona. They're a photo studio agency, actually based in Austin where my partner Dave is. We even have an agency deal with them, so if you reach out, we can get you hooked up!

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Videos

My Amazon philosophy on videos is simple: you need three types. You need an explainer video, UGC video (that's user-generated content), and a long-form video.

Explainer Videos

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These are your product’s commercials. For explainer videos, you absolutely need something that just sells your product, like a commercial. You've got options here:

Cameraless Option

If you don't have existing video, a video editor can take your text, images, and any bits of UGC you do have, chop it up, and make an explainer video. Text on screen is totally fine, or they can add a voiceover. We even have templates in our video ad library that work perfectly for these.

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PRO TIP: Don't just use ChatGPT or write the script yourself and call it good. The script is everything. Next time you see a TV commercial or hear a podcast ad, notice how every 30 or 60 seconds is meticulously scripted to tell you why the product is amazing and why it's superior. Make sure your script is done by a professional copywriter. Our team, of course, specializes in high-converting copy, so we've got you covered there.

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Best Option (Million-Dollar Brand Move)

If you're serious about being a million-dollar brand, you need a professionally shot commercial. Think about companies like VideoFresh – they're a full-on video studio that does TV commercials and sizzle reels. Look into a pro agency like that if you want the absolute best.
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UGC (User-Generated Content) Videos

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The second type of video you need is UGC video, or user-generated content. There are tons of sites where you can get these – I'm talking Join Brands, TikTok Creator Marketplace, etc. If you need a recommendation, just ask me.

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What I recommend is getting at least five of these, ideally ten. Then, edit the best bits into a killer compilation to put on your listing. You can also snag snippets for your Amazon ads, incorporate them into your explainer video, or even put them into your Premium A+ content.

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Check out PuroAir’s UGC video!

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Long-Form Videos

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This is basically any video that takes a deep dive into your product. It could be a super detailed review, a mini-infomercial, or even a live-stream type of thing.

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If you don't have a long-form video, I've got a killer hack you can do today: just grab your phone, put it on a tripod (or even just hold it steady like you're talking to your best friend), and explain your product. Talk to them for 5 to 10 minutes. I call this the "Meet the Product" (MTP) video.

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This goes a long way and is probably the most bang-for-your-buck thing you can do from this whole video because it's free. You can do it today after watching this. Get your phone, grab your product, hold the bottle up, and just chat with your friend:

• What's the product?
• Why is it unique and superior?
• What's so special?

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If you have a personal story about the results you got or the origin story, just talk about it, live-stream style, super casual, for 5 to 10 minutes. Stick that on your Amazon listing, and watch your conversions climb.

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These long-form videos are for those shoppers who really want to dive deep. If they click on that video (say, video #2 or #3 in your gallery) and watch the whole 5-10 minute thing – or even a 20, 30-minute, or hour-long podcast-style chat about the product, the brand, the story, why it's unique – that's huge.

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99.9% of sellers aren't doing this on Amazon, and in my opinion, it's a no-brainer.

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PRO TIP: I've noticed Amazon's experimenting with a bigger product video section lower down the page (those are customer videos, by the way). The videos up top are uploaded by the seller. Make sure your best video plays first. The only way to do that right now is to delete it and re-upload it, and it'll jump to the front. It's crucial because people have zero attention span these days; you gotta grab them fast. That's gonna be a theme as we go on.

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Copywriting & USP-Based Messaging

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To crush it on Amazon, you have to nail communicating your USP – Unique Selling Proposition (or as I call it, your USP sales pitch). This means making it super clear why your product is unique and a better choice than the specific competition on Amazon.

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Think of it like your elevator pitch: if a friend walked in right now and said, "Why should I buy your product over the competition?" what would you say? Seriously, think about that. You might even need to focus on why the competition is bad in addition to why you're good. Watch any TV commercial or listen to a podcast ad – they constantly call out, "Unlike the other leading brands..." or "Unlike the bad things about X, Y, Z product..." This is because Amazon serves as both a comparison platform and a buying intent platform.

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People aren't necessarily figuring out if they need a thing; they're figuring out which one to choose. This is absolutely key, and 99% of Amazon sellers get it wrong. Nail this, and you'll do well.

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How to dial this in:

• Free Option: If you're a killer copywriter, write your USP sales pitch yourself.
• Better Option: Hire a professional copywriter who specializes in Amazon. All our design packages at amzversionpages.com come with a USP sales pitch, so grab one of those and you're set.

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This just goes to show you how absolutely crucial and well-thought-out your copywriting needs to be. If you don't have a solid sales pitch, no angle, you're just putting your product up there saying, "Hey, we're apple cider vinegar gummies with mushrooms! Come get us!" No, you gotta sell. You need to sell well to do well on Amazon.

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When someone clicks on your listing, if you're not doing everything possible to get them to not leave and buy, then what are you even doing? Stop selling on Amazon! You need to maximize every single visitor.

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Premium A+

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This pillar basically says, get Premium A+. It unlocks awesome modules like video modules, sliders, comparison charts, FAQ drop-downs, and gives you that full page width.

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Below is a good example of Premium A+ that our creative team, AmazingCreative, made for a client, Vibrance Labs.

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Gallery Images

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For gallery images (and really, any image on your listing), here's my philosophy: they're the first thing shoppers look at. Your job is to sell them over the competition in the simplest way possible.

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My rules for gallery images and infographics:

1. Idiot Proof: This goes hand-in-hand with everything else. People are just scrolling on their phones. If you can't communicate your USP in 3 seconds, they're gone. Make your images, your entire listing, "idiot proof" – even a third grader should get your sales pitch.
2. One Idea Per Image: Don't cram too much.
3. 3-Second Rule: Quick comprehension.
4. Less Is More: Keep it clean.
5. Show Over Tell: Visually communicate your USP.
6. USP Focused: Always highlight what makes you unique.
7. Us Versus Them Focused: Directly address why you're better than the competition.
8. Professional Photo Shoot: (Obviously, you've done this, no stock footage!)
9. Big, Bold Headlines: Grab attention.

As a good example following these rules, here are the gallery images that our creative team, AmazingCreative.io, did for UniquePhysique.

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Main Image

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Your main image is the first thing people see. Your job is to help them understand your product and its USP, ideally at a glance. If you can make that USP "glanceable," that's key. Without getting this right, you'll never be super profitable.

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The main image is really about click-through rate, not just conversion rate – you need to get the click first.

Main Image Rules

1. Idiot Proof / 3-Second Rule / Less Is More: (Same as in any infographic).
2. Highlight the USP: Make it clear what makes you special.
3. Be Different/Stand Out: Research your competitors' main images. Don't copy them; be different and be better. You're trying to grab attention, stand out, and quickly show why you're unique.
4. Use Call Out Bubbles: If it helps communicate the USP at a glance.
5. Large Size/Dose/Serving on Packaging: For example, put "25g Protein" or the flavor really big on the package image (you can edit this in post). Shoppers in search results need to see that key info fast.

See my Main Image Masterclass for more.

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Comparison Charts

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Comparison charts are incredibly important because Amazon is a comparison-based platform.

Your job is to help shoppers make an informed buying decision as QUICKLY as possible, showing them why you UNIQUE and BETTER than the specific comparable options.

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A good comparison chart is one of the best ways to do this.

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Example of a Great USP-Focused Page

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Here’s how we approached it for our client, Vybrance Labs.

We asked them for their two most comparable competitors on Amazon, put them side-by-side, (this is within TOS as long as you blur out competitor logos so no copyrighted material is shown).

The idea is, a shopper types ‘creatine gummies’, clicks on a few top listings (including yours), checks out reviews, videos, and pricing.

The idea of your comparison chart is to communicate to a 5-year old, as SIMPLY AS POSSIBLE:

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"Here's why we're BETTER than the OTHER guys you JUST LOOKED AT!"

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For Vybrance Labs, the USP was "the only creatine gummy with added B12 and L-Taurine."

Our copywriter crafted headlines like "Get the most out of your creatine with our trio of power."

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We showed why combining all three is special, then specifically compared their key USP against the top-ranked competitors, highlighting the B12, Taurine, and even the apple flavor.

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Important: make sure to include a module explaining WHY it’s important to have B12 and Taurine along with Creatine!

Why?

Because most people have NO IDEA WHY THEY SHOULD HAVE B12 and Taurine with Creatine!

So you need to explain it to them like they’re 5!

So we also this module explaining why B12 and Taurine are important with creatine, making it idiot-proof.

This just shows how critical it is for your copywriting to be spot-on and well-thought-out.

If you're not putting in the energy to craft that sales pitch and angle, you're just throwing stuff at the wall, and you won’t get home-run results.

How to Audit Your Listing for 10 Out of 10 Score

Feel free to use my Listing Conversion Score sheet for auditing your listing. This is how I audit listings. It covers all the key pillars for a 10 out of 10 listing: main image, reviews, photography, gallery, A+, videos, USP focus, copywriting, comparison, branding. I score each one, give it a final score out of 100, and add notes.

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