The Secret Sauce to Amazon Success in 2025 (No One Talks About This!)

Everyone’s talking about keywords, reviews, and best practices, but that’s not what really drives long-term Amazon success. In this video, I break down the real reason listings rank and how we’ve helped over 230 accounts build sustainable growth using one core principle: sales velocity. It’s the secret sauce no one talks about, but it underpins everything. Here’s how to build it.

It All Starts with Sales Velocity

Amazon doesn’t reward short-term spikes. You could sell 2,000 units in one weekend and still see your rankings crash the next week if that momentum drops off. The algorithm is looking for consistency. Sales velocity is about maintaining a steady stream of purchases day after day. If you can build and sustain that, you’ll rank higher, regardless of how many reviews or keywords you’ve got. I’ve seen this work time and time again, across hundreds of accounts.

Be Data-Led from the Start

To build momentum, you need to know what’s working. The first thing we check is Business Reports. Look at unit session percentage and click-through rate by child ASIN. This tells you if people are clicking your listing and whether they’re buying once they land on it. Good CTR without conversions means something’s broken in the listing. Good conversion without clicks means no one’s seeing it. You need both. These data points are your foundation, not your title length or bullet format.

Improve Click-Through Rate with Basics, Not Hacks

Clicks come down to three things: images, price, and trust. Your main image must stop the scroll. Use competitor research to understand what’s working in your category and please don’t just guess. Some niches perform better with lifestyle shots, others with crisp packaging. If everyone’s showing their product in use, follow that lead.

Then there’s price. Don’t try to go premium unless your brand can support it. New products with high pricing rarely convert. Amazon shoppers are savvy so be competitive, especially when you’re building momentum.Finally, reviews DO matter. But probably not as much as you might think and the focus needs to be on a strong review score (above 3.8 ideally), not volume. Use Amazon’s Vine programme to get those early reviews and build trust. Fake reviews or review chasing will just waste time. What people want is reassurance.

Fix the Funnel for Conversions

Once people land on your listing, it needs to convert. That means getting the fundamentals right: bullet points, product details, and imagery. Competitive analysis is key. Look at your top competitors and what features are they highlighting? Are there gaps you can fill? Your aim is to match or exceed what’s already working in your space. Shoppers need to know the product is right for them within seconds of landing on the page.

Highlight unique selling points clearly, reinforce credibility, and make sure every element feels cohesive. Trust is everything.

Start Small with Ads That Drive Momentum

Don’t dump money into complicated ad structures. Start simple. One product, one ad group. Begin with an auto campaign to let Amazon test your listing against real search terms. But only do this once your listing is fully optimised. Otherwise, you’re paying for clicks that won’t convert.

Once you’ve collected data, build manual campaigns using high-performing keywords. And remember: Amazon ads impact organic ranking, so measure success with TACoS, not just ACoS. Your total advertising cost of sale tells you whether ads are lifting your overall performance.

Bring in External Traffic

Amazon loves external traffic from sources such as TikTok, Facebook and deal sites. If you can push visitors from outside platforms onto your listing, it boosts your credibility and ranking. Especially for new products, this kind of off-Amazon momentum helps get the flywheel moving.

Final Thoughts

If you want to dominate on Amazon in 2025, stop chasing hacks and start focusing on what really matters: building sales velocity. Everything else (keywords, reviews, optimisation) supports that goal. Think customer-first, be led by data, and remember that momentum is the only metric that really moves the needle.

If you’re ready to move past the guesswork and focus on what actually works, get in touch, we’d love to hear about your brand.