Marketplaces: Insider Strategies to Boost Organic Traffic and Ads Performance on Amazon with Farhan Huq, Simple Sellers

Farhan Huq is the co-founder at Simple Sellers, a team of ex-Amazonians who make Amazon selling simple. Han’s focus is helping their clients to build $1million+ marketplace businesses.

Dive in:

[04:47] Understanding Amazon's Unique Ad Ecosystem

[07:26] Optimizing Amazon Product Listings

[10:55] Optimizing Product Listing Strategy

[13:11] "Amazon Ads: High Conversion Advantage"

[18:08] "Second-Step: Sponsored Brands Ads"

[20:22] Insider Tips from Han!

Amazon is Pay-to-Play—But Organic Strategy Still Matters

Han explains that around 70% of Amazon’s search page real estate is dominated by paid ads, and up to 60% are sponsored ads. This means advertising is now a critical investment if you want visibility and sales—organic alone isn’t enough. However, you shouldn’t skip organic optimization. Building a strong, keyword-optimized product listing (including titles, bullet points, and hidden search terms) still lays the essential groundwork for organic sales and helps improve ad performance. Reviews and strong product imagery also form a vital part of your organic approach.

Start Your Amazon Ad Campaigns with Automation

For sellers new to Amazon Ads, Han encourages starting with automated campaigns. Let Amazon’s systems determine which keywords convert best for your products before transitioning to more manual, targeted campaigns. This approach allows you to gather valuable data unique to Amazon's ecosystem (which often differs from Google or Meta ad performance) and enables smarter decisions as you scale up.

Leverage External Traffic and Promotions for Extra Boost

Don’t rely solely on what happens inside Amazon. Han recommends driving traffic to your Amazon listings from your own channels, using generated Amazon short links to share on social, email, and your website. Running limited-time Amazon deals can also get your product featured on highly-trafficked deal pages. These combined efforts drive more eyes (and buyers) to your products, with the added bonus of boosting your listing’s algorithmic ranking.

Bonus Tip:

Monitoring your metrics is essential—set budgets, track Amazon’s “Advertising Cost of Sale,” and keep refining your organic and paid efforts based on real, marketplace-specific results. And if you need more hands-on help, Farhan and the Simple Sellers team offer a free 30-minute Amazon Ads consultation.

Takeaways:

• Success on Amazon isn’t “list and forget”—it’s about optimizing every detail: keyword-rich titles, great descriptions, sharp images, and regular reviews. Marketplace mastery starts with a top-notch listing.
• 70% of Amazon’s search page is dominated by ads! If you’re serious about sales, invest in sponsored ads. It’s not just paying to play—it’s a key to getting found.
• Don’t overlook organic efforts. Outside Amazon, drive traffic with email, social, and smart backlinks. Off-Amazon marketing is now part of winning the Amazon game.
• Use what you learn from campaign data! Feed top-converting keywords back into your product listings to boost both paid and organic reach. Let data drive your copy.
• Dive into Amazon with clear goals and budget. Start with automatic ad campaigns, learn what works, then fine-tune. Small daily spends can lead to big learnings and sales.

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