Marketplace Compass

Not every client I work with is in a tough spot. Some are doing really well—but want to make sure their next move is a smart one.

That was the case with a Scandinavian home goods brand that sells high-quality, sustainably made bath towels. Their own webshop was thriving. Their branding was beautiful, their packaging was premium, and their customers were loyal. The business was built on craftsmanship and conscious design.

But when it came to Amazon, they weren’t so sure.

They’d heard all the usual concerns. That Amazon is too crowded. That the fees eat your margins. That premium products can’t survive there without turning into discount versions of themselves. They weren’t interested in rushing into something that could dilute the brand they had worked hard to build.

So they reached out with a simple question: Should we be on Amazon?
And if yes—how do we do it right?

Getting Clarity on the Market

Before answering that question, I wanted to understand exactly what they’d be walking into.

I started with a full market analysis focused on their product category. I looked at real search volume for keywords like “luxury bath towel,” “organic cotton towel,” and “spa towel set.” I compared competitor pricing and sales estimates across different tiers of the market. And I dug into the listings of top sellers to assess their branding, copy, and photography.

A few things became clear.

There was strong demand for premium towels on Amazon—but many of the current bestsellers weren’t actually that premium. The imagery was bland, the messaging was generic, and the reviews often mentioned quality issues. There were openings in the market for a brand that could match premium pricing with true quality and presentation.

In other words, this wasn’t a red ocean. It was an underdeveloped category with room to stand out—if approached correctly.

Turning Insight Into a Launch Plan

With the research in hand, I built out a custom Amazon launch plan tailored to the brand.

It covered everything they’d need to launch confidently and strategically. I recommended which products to lead with based on current market demand and competition. I mapped out keyword strategies—what to focus on first and how to balance broad versus specific terms. I suggested pricing based on value positioning and highlighted where they could justify a premium.

I also included detailed guidance on what their listings should include. From what types of product photography were most effective in this category, to what A+ content layouts would support conversion, to how to structure their titles and bullets for both indexing and clarity.

But rather than just send over a long document and wish them luck, we sat down and went through it all together.

Teaching Amazon 101 — With Their Business in Mind

During our in-person session, I walked them through every piece of the launch plan—but I also took the time to teach them what Amazon actually requires to succeed.

We talked about how Amazon’s algorithm works and the difference between short-tail and long-tail keywords. I explained what “retail readiness” really means and why it’s crucial before turning on ads. We reviewed Amazon’s specific rules and restrictions around claims, bundles, and compliance.

We also covered how Amazon PPC works—how it’s fundamentally different from Meta or Google ads, and how to structure campaigns for visibility and control. They had questions about budget expectations, internal resources, and what kind of timeline to expect. I answered everything as directly as possible, so they left the session with a full picture—not just of what to do, but what it would take.

This wasn’t a crash course. It was a focused, strategic onboarding to help a capable team feel prepared to make the right calls from day one.

What Changed

After the session, everything shifted.

What started as hesitation became clarity. Instead of debating whether or not to launch, the team felt confident that Amazon could work for them—and that they had a clear, practical roadmap for how to do it without compromising their brand.

They began preparing their assets and listings with purpose, not guesswork. Their marketing team understood how to position the product within Amazon’s ecosystem. And when launch day came, they weren’t hoping for the best—they were executing a plan.

Early results confirmed they were on the right track. Sales began steadily, and they stood out in a crowded category by doing what they already did well—just with a few smart Amazon-specific tweaks.

The Takeaway

If you’re already running a successful brand and wondering whether Amazon is the next step, you don’t need generic advice. You need someone who can help you understand the landscape, map out your specific opportunities, and give you a strategy that actually fits your products and your goals.

And if you’re new to Amazon, you don’t just need a launch checklist—you need to understand how the platform works, how it thinks, and what success realistically requires.

That’s what this brand got. And it made all the difference.

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If you’re in the same boat—considering Amazon, but unsure where to start—I can help.

Let’s walk through it together.