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

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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.‍

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.

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.

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Explainer Videos

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:

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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

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

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:
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• 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:
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• 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+

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:
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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.
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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
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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

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.

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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?

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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.

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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
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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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We also have over 50 Premium A+ templates in Canva. My team picked these out from listings I thought were great on Amazon. You can use them as a starting point, mix and match modules, and build your page right there in Canva. These templates are all part of the Million-Dollar Supplements Brand Blueprint.

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Pillar Two: Get Fast Reviews
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What we've found is when we get 30 reviews in the first 30 days, it tends to be a good launch. A big mistake that I see sellers make is they'll start driving traffic via Amazon ads when they have zero, one, two, three reviews.

That doesn't work. It's a waste of money.

So, how do we get reviews?

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Amazon Vine
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The first one is Amazon Vine. We typically enroll 20-30 units per product.

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Is Vine still worth it for supplements? It depends.

PRO TIP: If your product doesn't taste good, it's going to get bad reviews. If you are still in the R&D phase, make sure that your product ideally tastes good because a lot of reviewers are turned off by bad taste. Not every product can taste good, but just be aware of that fact.

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Review Request Automation via Helium 10
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The next most obvious thing that we do is set up review request automation in Helium 10. It's very easy to do.

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PRO TIP: Set the day that it sends out this review request to 30 days or 45 days. This is going to be the case for most supplements because you want to give them a chance to actually use the product and experience it before asking them for a review.
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FBAreviews.com
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This is optional if you want more reviews beyond Vine. FBAreviews.com is a third-party version of Vine with its own network of product testers. You give free products and they test it, but they are not required to leave an Amazon review per ROS. But about 80% of those people do end up posting a review on Amazon. There are costs associated: around $20-$30 per product test, plus the product reimbursement amount. A benefit is that if your rating drops, you can run a product tester campaign to boost it back up.
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Long-Term Review Strategies

These next couple of strategies are how you keep reviews coming in for the long term at the highest rate possible.
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Stay at 4.0+ Rating!
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When it comes to reviews, the main thing to keep in mind is your star rating. Without at least a 3.7 or above rating, your product just won't be successful. Because if you're 3.6 or below, it looks like a 3.5 and your conversion rate just falls off a cliff.

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Ideally, optimally, you keep a 4.3 stars and above because that looks like 4 and 1/2 stars are filled in. And the vast majority of shoppers want to see 4.5 just like this or four:

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But shoppers, a lot of people don't buy if you're 3.5 star. If your rating does fall below that, I always tell sellers, yeah, your product's just not going to do well until you get back up to 3.7 or above. We need to fix that problem first. Keep that in mind for the long term.‍

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Strategic Insert Card
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Use an insert card with a call to action. The highest converting CTA has been proven by ecom experts to be some version of “Scan here to get your FREE product/free gift”. Because people like free stuff.

The purpose of an insert card is two-fold:

1. Build your email list
2. Maximize review-rate

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See my Insert Card Strategy video to learn more.

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GetReviews.ai
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Getreviews.ai is a tool that I discovered. It's essentially a survey builder that is linked to your QR code.

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When people scan the QR code, it's going to say, "Hey, how was your experience with the product?" They put in some text and then it will say, "Hey, would you like to optionally paste that on Amazon?"

And then they click that button and it takes them directly to your products Amazon review page. It optimizes the review rate if you're using an insert card.

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If you are doing insert card, I recommend using getreviews.ai in order to automate that process.

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Page 1 Rank Map
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Before moving on, let's discuss the "page one money map". It's crucial to understand that Amazon is a search engine, and the money is made in the top 20 organic spots. If you can't reach those spots, you won't be highly profitable because you'll rely too much on paid or pay-per-click (PPC) sponsored placements for sales. As an Amazon expert and agency, my focus is always on boosting organic rank, similar to a Google SEO agency focusing on ranking for keywords. While Google Ads allow you to pay for top sponsored spots, over-reliance on them without focusing on organic will prevent high profitability.

This map illustrates where the top organic spots are. This varies by category, but typically below the top sponsored row, there's a full row of organic listings, often the top five or six. Sometimes, the number one organic listing is next to the top sponsored row. Then there's another row of sponsored listings, followed by four or five more organic spots, and then more organic spots interspersed with sponsored ones. On Amazon, "sponsored" indicates an ad, meaning the product pays for clicks. Like any search engine, most clicks occur at the top. Our North Star is to reach the top 10, where about 50% of sales happen, or the top 20, where about 80% of sales happen.

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This is imporant to understand because Amazon just is search engine.

And money is made the top 20 organic spots.

If your products aren't ranking organically in these top positions, you won't be highly profitable.‍

This is because you'll become overly reliant on PPC to drive all your sales.

As an Amazon expert and agency, our primary focus is on boosting your organic rank.

Just like a Google SEO agency operates: their goal is to get you ranked organically on Google for your target keywords.

Like any search engine, most of the clicks happen at the top. Our North Star is trying to get into the…

• Top 10 – where about 50% of sales happen; or
• Top 20 – where about 80% of sales happen

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Pillar Three: Strategic Sale Price
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Having a strategic sale price is very important because at launch, you want to focus on pushing rank and sales velocity, NOT profitability.

This is because, when you're newly launched on Amazon, the algorithm makes it easier to rank – this is known as the "honeymoon period". So make sure to take advantage of it.
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Pricing Framework
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How should I price my product at launch? What's the framework? Well, there is no one way to skin the cat. But here are some common examples:
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Slope Up Method
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Start with a heavy discount (e.g., 30-40% off) for the first couple of weeks, then raise the price by about 10% every two weeks until you find the sweet spot.

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Slope Down Method
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When enrolling in Amazon Vine, start at your regular price, and then gradually increase the discount (e.g., 10% off, then 20%, then 25%) every two weeks. I've been using this recently because it helps maintain the "lowest price in 30 days" badge.

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You'll keep lowering the price until you find the sweet spot balancing organic rank, sales, inventory, budget, and cash flow. Ultimately, "do what makes sense" because there's no fixed week-by-week pricing schedule. At the end of the day, marketing is about analyzing and adjusting.

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Test and Adjust Method

For brands with minimum advertised pricing or other channel restrictions that prevent deep discounts, start at the regular price, perhaps with a small coupon, and test and adjust. If traction is low, use a more aggressive coupon. If inventory is low, remove the coupon or raise the price.

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Week by Week Method

The Week by Week Method is basically just checking data every week and making adjustments that make sense for your goals.  The marketing manager will be asking questions, assessing the variables, and doing what makes sense. Such as:
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• How many reviews do we have?
• What's our daily sales velocity?
• What are our inventory levels?
• How's our conversion rate?
• Are we ranked on page one?

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Tips for Supplements Pricing

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Cost Per Count

Many shoppers pay attention to the "cost per count" price (e.g., $7 per count, 73 cents per count). Ensure it's correct and compare it to competitors' costs. This can influence variations in your product lineup, like the number of units or capsules per bottle and bottle size.

Put yourself in the shopper's mind and just be aware of it. A lot of savvy shoppers, they pay attention to this. This may factor into variations in your lineup, how many units or capsules you have per bottle, the size of the bottle, etc.

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Subscribe and Save

As an Amazon agency, Subscribe & Save has been our favorite feature since Amazon's inception, especially for supplement brands. It's something we consistently monitor and optimize. There's the standard Subscribe & Save offering, and then there are Subscribe & Save Coupons. While similar, they have key differences, so let's dive into them.
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The standard Subscribe & Save discount looks like this:
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It says 10%/15%.

This means it's 10% on your first five orders, and then it increases to 15%. Kinda makes sense. Amazon is trying to incentivize customers to stay longer on the subscription with auto-order.
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IMPORTANT NOTE: Many brands we speak with are unaware of this: if a customer clips a coupon or enrolls in Subscribe and Save and then cancels after their first order, they're retroactively charged the discount difference. They only receive the discount if they keep at least two orders.

That's another reason why Subscribe & Save and Subscribe & Save coupons are such a powerful incentive we offer customers. Many shoppers aren't aware that if they cancel after just one order, they'll be retroactively charged the discount they received. They think they're getting a deal, but later they'll find out they paid full price for that first item.

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Subscribe and Save Coupon

This is what a Subscribe & Save coupon looks like. It says “Save an extra 20% off on your first Subscribe and Save order. It’s a relatively new feature, and it's very, VERY important that you implement, optimize, and test this.
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I recommend implementing Subscribe & Save coupons aggressively at launch. Keep your regular Subscribe & Save discount at 10%, but for the coupon, I would aim for 40% off. Maintain this 40% discount for as long as it makes strategic sense, then gradually reduce it to 30%, then 20%, and finally 10%. This approach is really, REALLY powerful.
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Subscribe & Save, Profit & LTV

You might be thinking, "I won't be profitable at launch with those discounts!" Yes – you don’t want to be profitable at launch. You want to pour everything back into marketing. This is typical and normal.‍

But what if I can’t afford to be in the red for long?‍

Then you can adjust based on your situation. For example, with our clients, we have a long discussion about their cash flow and inventory, and adjust as needed.

But in general, as long as there’s enough budget and enough stock, then we aim for the break-even strategy.

So, our goal at kickoff is to hit break-even after about 12 months, maybe a little in the red, but nothing crazy. If you can do that in supplements, that's a huge win. You'll have hundreds of reviews, a good star rating, and an asset on Amazon that's ranking and generating cash flow passively in about 12 months.

In year two, with all those reviews, you can start easing off the aggressive coupons and raise your price. But year one? Expect an uphill climb.

A big mistake I see is brands trying to be profitable too early, not giving themselves the ammo to rank. That's my pricing philosophy for you.

This is pretty standard in the startup world: focus on market share first, then profitability. This is especially true for supplements on Amazon because brands know the HUGE lifetime value of a customer. That's why ad costs in this niche are so high – competitors are willing to pay a lot for click to acquire customers AT A LOSS – because they know the LTV is so high.

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Pillar Four: PPC Blast

PPC stands for pay-per-click aka Amazon ads. And this is really important because essentially it's impossible to rank without Amazon ads. It's a pay-to-play platform. That's just the reality. And again, it's very important that you do this right when you're new on Amazon because of the honeymoon period when it's easier to rank.

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In general, I recommend the "$100 a day method" for starting out. There's no magic way to predict exact spending needs because advertising is a game of "test, test, test, keep what's best".

I can't provide a definitive step-by-step guide in a video. At the end of the day, make sure your ads are managed by a professional, whether it's an agency or an in-house team. They need to know what they're doing: adjusting, trimming what doesn't work, testing, and doubling down on what does.

Common PPC Questions
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Types of Ads

The main types are Sponsored Products, Sponsored Brands, and Sponsored Display.

Sponsored Products

These look like regular product listings mixed with organic rankings and are marked "sponsored".

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Brand Ads

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These include headline ads, video ads, and ads for similar brands on Amazon. My favorite ad type is video ads. I have a quick story: my mom's product doubled its sales after we turned on a video ad because it was a good video showing the product in use. My own product, the sticky wallet, also gets most sales from video ads due to a great video that shows it in use and captures attention. For supplements, you need to be more creative.

Best Video Ads

In my opinion, for video ads, what works best are a big bold headlines. The simplest great Amazon video ad just puts the main keyword in big, bold text at the beginning, acting like a moving banner to grab attention.

If you have user-generated content (UGC), you can do a side-by-side video with the UGC playing on one side and perhaps blurred competitors on the other.

In general, I think of video ads a moving billboards.

By the way, we've been building a video ad templates library – I've been scouring Amazon and copying good examples into Canva. They are inside the Million Dollar Supplements Brand Blueprint.
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Pillar Five: Organic Rank/SEO

This pillar is very important because if you're not FOCUSING on organic rank, you WILL NOT rank well organically. Therefore, you will simply NEVER BE PROFITABLE.

But the cool thing is… if you do all of the first four pillars correctly, your organic ranking takes care of itself.

Because as I mentioned, the whole part of the whole point of Amazon marketing is to rank higher organically.

And the whole point of the first 4 pillars is just that – to boost your organic rank.

So, my pillar number five is Organic Rank/SEO just a reminder that we are paying attention to this and this is what matters.

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How the Amazon Ranking Algorithm Works

Here's a little chart that shows how the Amazon ranking algorithm works. To oversimplify it, it's a factor of how much you've sold over the past 180 days and what your conversion rate is. aka what Amazon thinks is the best product for you that you just for the word that you just typed in. Plus some other factors, most importantly and more than ever, FBA stock.
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Did you know that if you don't have enough inventory in FBA to handle page one sales velocity, the algorithm won't put you there because it knows you'll go out of stock?

This creates a bit of a catch-22… you can't just top up in small amounts if you want to rank high. So try to send in as much inventory as you can.

This is a frequent conversation we have with brands – a big chunk of our work for A-to-Z clients is managing inventory.

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How to rank high and fast
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As covered, you need a high conversion rate and to sell many units in your first 180 days, and the first four pillars are designed to maximize this.

That being said, there are some SEO, or "keyword SEO," things you can do.

Keyword SEO refers to ensuring the correct keywords are on your page and in the backend, similar to Google SEO or YouTube SEO.

The term "SEO" simply means search engine optimization, and this entire strategy could be called "Amazon SEO strategy" as we are optimizing for search.

The basic steps for keyword SEO are keyword research, optimizing your front-end keywords, and optimizing your backend keywords. This isn't rocket science; ensure obvious keywords are in the title, etc..

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The 3-Step Keyword SEO Optimization process

The goal of this is to index for as many possible keywords as you can. This isn't applicable to every product or niche (some only have two or three key keywords), but if there are more long-tail keywords, you'll want to do this. This can be done over the first three to six months and essentially involves rotating keywords in the backend to index for more.
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Pillar Six: External Traffic

External traffic is really important because in many niches, you simply won't rank high organically without it. So I view external traffic as extra firepower when you need a ranking boost.
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There are two flavors of external traffic:

• Paid: Rebate/giveaway sites, influencers, Google Ads, Facebook/Instagram Ads.
• Free: Your email list, social following.

Rebate/Giveaway Sites (Easiest Paid Method)

The easiest, most bang-for-your-buck option, in my opinion, is rebate/giveaway sites. I've used Rebaid.com for a long time. Savvy shoppers go there, see products (lots of supplements!), click "buy on Amazon," and then 30 days later, they get a rebate for usually 80-100% off.
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This drives a ton of traffic. People are buying at full price, so the Amazon algorithm sees it as a regular sale, which spikes your organic ranking because your sales velocity just shot up. We typically use a stair-stepper framework, increasing units given away daily until we get a satisfactory page one ranking. The more units you give, the higher you'll rank.
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In the honeymoon period, Amazon will even test you on page one if you're getting good traction from outside traffic. If you keep converting well organically from Amazon searches, you'll stay on page one – boom, successful launch!

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Do I need external traffic? If you're not on page one, you might. If you are, you might be good. It's not for every product; it depends on your budget and inventory.

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Note: This is a gray hat method. Have these sites been around for years? Yes. Does Jeff Bezos love them? No. Do thousands of sellers use them daily? Yes. So, it's a "do at your own risk" kind of thing.

Free Methods

If you have an email list or social following, let them know about your launch! Offer them a 25% coupon or just tell them that it’s a limited-time launch price.

• Your Email List
• Your Social following

Long story short, you might need external traffic for that extra firepower. If you do all the other pillars right and you're still not ranking, then it's time to whip out the big guns and drive some external traffic. If you do that, you've got a pretty good shot at ranking by sheer sales volume.

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Case Study: 0 to 75K in 1 Month

Before we talk about profitably scaling, here’s a case study where we launched a supplement from zero to $75,000 in one month. They launched March 2nd, and by March 31st, they were doing $75K.

How? We followed my 6-Pillar Playbook: smart PPC, smart sale price, fast reviews, a great listing, and an organic rank / SEO focus.

Even with fewer reviews, our listing was just better. This shows that even if you're new with only 26 reviews, if you do everything right during that honeymoon period, you can rank high and get tons of sales fast.

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The Only Way to Profitably Scale an Amazon Business

The only way to scale profitably is with: more traffic, better conversion rate, better products, and more products. This lesson didn't cover "better products and more products" – that's your R&D, obviously. That's how you really scale.
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I've boiled it down to four fundamentals for a highly profitable Amazon channel, and I've been doing this for over 10 years:
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1. Traffic: Three flavors: ads, organic/SEO, external traffic. To be highly profitable, you must be ranked in the top 20 organically for your main keywords – that's where about 70% of sales happen. If not, you're too reliant on ads and won't be profitable. Simple as that.
2. Conversion: This is the percentage of page visitors who buy. Your job is to squeeze every last penny out of every dollar you spend on a click. Without a fully optimized conversion rate, you're bleeding money daily and won't be profitable. Driving traffic without a 10 out of 10 listing score is shooting yourself in the foot. Investing in conversion rate upfront always has the best ROI. Even if your listing converts 1% better, that's thousands more dollars each year. Get it professionally done, whether through my agency or someone else. Don't cheap out here; cheap is expensive, and expensive is cheap.
3. Strategy: Do you even have a clear strategy? You need to know if you're optimizing for sales/rank/market share or for profitability/sweet spot. This needs to be custom for every product. It's a balance of your budget, inventory, cash flow, and goals.
4. Systems: Do you have a team and SOPs in place to implement, monitor, manage, strategize, and organize everything? If not, I'll tell you how to get all my systems in a second.
5. Great Product: This goes without saying, you need a great product people love. We're assuming that already, but R&D is a whole other subject, just as important as all this.

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These combine into my Amazon Profit Flywheel:
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• Start with the proper Strategy (now you've got the playbook via this lesson).
• Make sure your Conversion Rate is fully optimized.
• Then, drive Traffic with smart PPC, SEO, and maybe external traffic.
• If you have the Systems in place (team, SOPs), boom! Now you can launch more products.

From there, it’s a game of constantly launching, testing and optimizing.

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Three Stages of Profitable Scaling:

Want to scale your business to the 8-figure level?
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• Stage 1: Get the fundamentals right – traffic, conversion, strategy, systems.
• Stage 2: Launch more products, expand marketplaces, grow market share, optimize for LTV (lifetime value) and AOV (average order value – didn't even get into that here!).
• Stage 3: Optimize for profit margins – tweak supply chain, ads, all your little expenses, and aim for a potential million-dollar exit.

The Harsh Truth: Amazon is more competitive than ever. Every e-commerce platform is. What that means is, you just need to be better to rank on page one. Anyone can learn strategy from YouTube or a course, but at the end of the day, your competitive advantage is implementing. None of this matters if you don't do anything.

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There are two ways to implement: do it all yourself, or work with someone who specializes and has a proven track record. With the right partner, you can potentially get results in months, not years.
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If you’re curious about my agency, AMC, we handle PPC, SEO, CRO, launch strategy, and consulting all in one service. We have implemented this system for over 300+ brands, from startups to millions in revenue. But we can't work with everyone. Feel free to reach out via our website see if it’s a potential fit for your brand.

“But Riley, what if I want to manage in-house, or it's not the right time for an agency? How can I get your systems?”

I’ve been getting asked this a lot over the past couple years.

That's exactly why I created the Million-Dollar Supplements Brand Blueprint. I put our entire agency playbook specifically for supplements brands into a Notion space.

It's everything you need to create, launch, and scale a 7-figure supplements brand, all in one place: master resource vault, best suppliers database, list of 1,000 fast-growing niches, strategy hub, SOP library, checklists, 300+ Canva templates, and all our operational sheets that our account managers use.

It's all inside a Notion database – if you don't know Notion, it's like notes, docs, templates, sheets, all combined. It's amazing; we run our whole company in it. Everything's there: the timeline (just duplicate it for each product launch), resource sheets, templates, SOP library. It's more than a course; it's like a wiki of everything you need. Inventory management, checklists, videos – I've basically poured my entire brain into this Notion space for all you supplement sellers who want to manage in-house.

OK hope that was helpful. Go crush it. 💪

Questions/comments/suggestions? Feel free email me at riley@amazingmarketingco.com

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