This podcast episode emphasizes the importance of building a sustainable Amazon business by diversifying marketing strategies, especially in light of rising costs per click (CPC) on Amazon. Hosts Michael Erickson Facchin and Ryan Hofacre explore key factors influencing Amazon's ranking algorithm, underscoring how seller authority, impression and click-through rates, conversion rates, existing sales, and off-site sales play critical roles in achieving success. They advocate for continuous optimization of various elements within Amazon advertising, ultimately reinforcing the message that a holistic approach is essential for thriving in a competitive marketplace.
