Extension Ecom LLC

A damaged package can tank your reviews — even when the damage wasn't your fault.

I watched it happen.

A unit went out, got thrown in a box, and arrived destroyed.

That 1-star review lands on your ASIN, and on FBM there is no way to block it.

Shipping and fulfillment damage falls on the seller, because the seller owns fulfillment.

On FBA, those shipping- and fulfillment-related reviews get automatically removed. Amazon strikes them through and adds a note saying the product was fulfilled by Amazon and any shipping concerns aren't the seller's responsibility.

That review protection is a real, underrated benefit of FBA — not just speed and Prime eligibility.

If your reviews are getting hit by logistics you don't control, this is one reason FBA earns its fees.

I made a 3-pack variation expensive on purpose.

Sales of a 30-pack took off.

I had a product in three sizes:
- 3-pack
- 2-pack
- 30-pack

The bigger the pack, the higher my margin.

I was wondering how I could get more people buying the 30-pack instead of the 3-pack...

I didn't want to discount the 30-pack and hurt my margin.

So instead I made the 3-pack more expensive so that buying the 30-pack made more sense.

Why pay $9.99 for 3 units ($3.33 per unit) when you can get 30 units for $89.99 ($2.99 per unit)?

Price the small option to increase click-through-rate to the listing, but also to push the customer towards buying the higher priced variation with better margin.

The customer feels like they're saving money.

My margin says otherwise.

I looked at an Amazon account spending $54,000 a month on ads.

40% of that spend was driving 100% of the sales.

The other 60% was driving nothing.

Death by 1,000 cuts.

When I dig into wasted spend, I look at three things:
1. Keywords with high spend and zero sales
2. Keywords with ACoS more than double the account average
3. Campaigns burning budget with no return

On that account, the waste added up to $7,729 in a single month.

That’s 13% of spend lit on fire that we can remove with statistical confidence.

You can’t “set it and forget it” on Amazon.

Constantly refine your ad account - you'll make more profit.

Customers will never read your bullet points.

I stopped pretending they would.

They don't read your bullets.

They rarely scroll to your description.

Most never reach your A+ content.

They look.

They scan.

And in a few seconds, they decide.

If you don't win them in those few seconds, you've already lost them.

So I put everything that matters into the initial listing images:

What the product is.
What it does.
Why it's different.
Who it's for.
Why it matters to them.

If a shopper can't answer those questions from the listing images alone, no amount of beautifully written copy will save the sale.

I write the bullets for the few who read them, but primarily for the Amazon algorithm so that we index/rank well.

I design the images for everyone else.