Cracking the Code: How Brands Can Win on Amazon with Strategic Precision

Amazon’s launch in South Africa has sparked a wave of curiosity among brands eager to tap into a vast and dynamic marketplace. But how do you ensure that your brand stands out in this highly competitive space?

Ashleigh Beddow, Director of Brand Strategy at RT7 Digital, a UK, EU, and USA-focused Amazon agency, shares deep insights into the strategies that make brands thrive on Amazon. With years of experience managing Amazon strategies for powerhouse brands like Peugeot and domestic appliance leaders, Beddow has decoded the complex algorithms, marketing funnels, and product ranking systems that define success on the platform.

So, what makes Amazon’s marketplace so unique—and so challenging?

The Algorithm That Rules All

Amazon’s A10 algorithm isn’t just about pushing the most popular products to the top—it’s a sophisticated engine that analyses seller authority, customer behaviour, and engagement patterns to determine visibility. Understanding how A10 ranks products can mean the difference between your brand dominating the search results or fading into digital obscurity.

Beddow warns that navigating Amazon’s algorithm is no easy task. The rules constantly evolve, meaning brands must refine their product listings, optimise search relevance, and implement smart advertising strategies to stay ahead.

More Than Just a Product—It’s a Brand Experience

Gone are the days when simply listing a product on Amazon was enough. Today, humanising your brand is critical to winning over customers. The A+ Content feature on Amazon allows sellers to showcase their brand’s unique story, building trust and loyalty with shoppers.

Beddow emphasises that brands must connect with consumers deeper—through compelling product images, engaging descriptions, and a storytelling approach that makes customers feel part of the brand’s journey.

Advertising Like a Pro: The Amazon Flywheel Effect

Many brands underestimate the power of Amazon’s advertising ecosystem, but Beddow highlights that effective sponsored ads and DSP (Demand-Side Platform) campaigns are essential for boosting visibility, increasing conversions, and driving brand awareness.

A well-executed Amazon advertising strategy doesn’t just attract new customers; it activates the Amazon Flywheel effect, where increased engagement leads to higher sales, better rankings, and sustained brand growth.

The Final Piece: Data-Driven Decision Making

While creativity and branding are vital, data analytics remain the backbone of a successful Amazon strategy. Brands that track and analyse customer behaviour, conversion rates, and competitor trends gain a competitive edge.

Beddow recommends that even smaller businesses leverage data-driven insights to refine their product listings, improve inventory management, and ultimately, achieve long-term profitability.

Is Your Brand Ready for Amazon’s Marketplace?

With Amazon expanding its presence in South Africa, the opportunity for brands has never been greater—but the challenge has never been tougher. Do you have the right strategy in place to stand out?

Whether you’re a new brand entering Amazon for the first time or an established business looking to scale, understanding the intricacies of Amazon’s ecosystem is the key to unlocking sustainable success.

Want to learn exactly how to optimise your brand’s Amazon strategy? Stay tuned for expert insights from the team at RT7 Digital.

Your move—will your brand rise to the top or get lost in the digital shuffle?