Voice of the Customer: How to Use Buyer Insights to Strengthen Your Amazon Strategy
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Most Amazon sellers think the secret to more sales lies in keywords, PPC campaigns, or Prime Day discounts. While those are powerful tools, there’s a deeper—and often overlooked—advantage that top-performing brands leverage every day:
The Voice of the Customer.
On Amazon, your customers are constantly telling you what they love, hate, expect, and want from your products. The problem? Most sellers aren’t listening. If you can tap into customer feedback, analyze it strategically, and apply it across your listings, ads, and product development—you won’t just react to trends. You’ll create them.
Let’s break down how to turn raw buyer insights into smart, scalable Amazon strategies.
What Is the Voice of the Customer (VoC) on Amazon?
The Voice of the Customer (VoC) refers to all the feedback, opinions, and experiences your buyers share throughout their journey. On Amazon, this can include:
- Star ratings and written product reviews
- Customer Q&A on listings
- Return reason codes
- Feedback in Buyer-Seller Messaging
- Amazon’s VoC dashboard (yes, it's a thing!)
- Search terms used to find your product
- Messages or complaints from Customer Service
Every one of these channels is packed with gold—real, unfiltered thoughts from the people who actually buy and use your product.
Why VoC Is Your Competitive Superpower
Ignoring customer feedback is like trying to run a race with your eyes closed. Amazon shoppers are brutally honest, and that’s a good thing. Their words help you:
- Fix product issues before they kill your reviews
- Refine your messaging to highlight what buyers care about
- Discover new use cases or demographics
- Improve your customer service workflows
- Stay ahead of competitors who rely only on data, not insights
Brands that thrive on Amazon listen intently, adapt quickly, and market smarter.
Step 1: Mine Your Reviews for Patterns (Not Just Stars)
Star ratings tell you what customers feel. The written reviews tell you why.
How to analyze reviews:
- Export and categorize reviews by theme: product quality, size, packaging, shipping, expectations, etc.
- Look for repeating phrases or concerns. Are people saying “too small,” “poor instructions,” or “perfect for travel” over and over?
- Highlight the language buyers use. This is literal copy gold for titles, bullets, and A+ Content.
Pro Tip: Use tools like Helium 10’s Review Insights, Sellerboard, or DataHawk to speed up review analysis and create sentiment maps.
Step 2: Leverage Amazon’s Voice of the Customer Dashboard
Amazon provides a VoC dashboard inside Seller Central under Performance > Voice of the Customer. Most sellers never touch it—but they should.
This tool categorizes products into:
- Excellent
- Good
- Fair
- Poor
- Very Poor
Based on customer return data and post-order feedback, Amazon flags listings that are underperforming in buyer satisfaction.
Use this data to:
- Fix listings with high return rates or product confusion
- Improve product quality or set better expectations
- Monitor how changes (like a new version) impact experience over time
Pro Tip: Products with poor VoC scores can be suppressed—address flagged ASINs immediately.
Step 3: Turn Buyer Questions Into Sales Copy
The Customer Q&A section is a treasure trove of objections, confusion, and curiosity. Think of it as live market research.
Tactical uses:
- If customers keep asking “Is this BPA-free?” and it is—add it to your bullet points.
- If people ask “Does it fit a MacBook Air?”—include that compatibility in your title or A+ Content.
- If the Q&A shows consistent confusion about usage, add an infographic or instruction image.
Every question is a missed opportunity to clarify, convert, and reduce returns.
Step 4: Monitor Return Reasons to Improve Listings & Product Design
Returns are frustrating—but they’re feedback in disguise.
Go to Reports > Fulfillment > Customer Concessions > FBA Customer Returns to see why customers are sending items back.
Common return reasons include:
- “Not as described”
- “Product defective or doesn’t work”
- “Accidental order”
- “Item too small/large”
What to do with return data:
- If sizing is off, revise your product description and add measurement images.
- If “not as described” keeps showing up, simplify and clarify your bullet points.
- If items are getting damaged in transit, review your packaging or prep.
Reducing returns protects your margins and boosts your IPI score.
Step 5: Integrate Buyer Feedback into Your Listings
After analyzing reviews, Q&A, and returns, now comes the action.
Here’s how to apply VoC insights directly:
Title Optimization
Use real keywords from reviews (“compact,” “lightweight,” “pet-friendly”) to appeal to emotional triggers and search intent.
Bullet Points
Address objections and highlight what buyers care about most. Lead with benefits, not features.
Example:
Instead of:
“Made from 100% silicone”
Say:
“Safe, flexible silicone that's perfect for toddlers—no sharp edges or mess”
A+ Content
Use common objections or FAQs as subheadings. Add visuals that reinforce ease of use, benefits, and size accuracy.
Images
If complaints mention confusion or unclear usage, add “How it works” diagrams or lifestyle shots that show real-world use.
Step 6: Use Buyer Sentiment to Guide Product Development
Your next best-seller is hiding in your feedback.
- Are customers asking for a bigger size, travel case, or more colors?
- Are they using your product in ways you didn’t anticipate (e.g., a baby blanket being used as a stroller cover)?
- Are reviews for competitor products revealing unmet needs?
Create a VoC Product Development Doc with:
- Feature requests
- Consistent complaints
- Potential upgrades or bundle opportunities
Then hand this to your sourcing, R&D, or manufacturing team.
Step 7: Close the Loop—And Communicate It
When you improve based on feedback, let customers know. Add a note in your product description or image gallery:
“Now with reinforced stitching—thanks to your reviews!”
This builds trust, shows you’re listening, and boosts conversion.
Final Thoughts: The Customer Is Telling You Everything
You don’t need more tools. You need better ears.
The most successful Amazon brands listen relentlessly. They turn one-star reviews into product improvements. They convert buyer questions into persuasive bullets. They take returns and translate them into higher retention.
By making the Voice of the Customer a core pillar of your strategy, you’ll not only sell more—you’ll build a brand customers trust.
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E-commerce is evolving at breakneck speed. Every month, new sellers flood Amazon and TikTok Shop, advertising costs rise, and customer expectations climb higher. If you’ve ever felt like it’s harder than ever to stand out, you’re not alone. But here’s the good news: the sellers who thrive aren’t necessarily the ones with the deepest pockets—they’re the ones who discover smarter, lesser-known strategies. These hidden tactics help you uncover new opportunities, save time, and get an edge over competitors who stick to the same old playbook. In this post, we’ll explore 10 unique Amazon and TikTok Shop strategies most sellers aren’t using . Think of them as “unfair advantages” that give you access to insights, data, and automation your competitors might not even know exist. 1. Unlock Hidden Product Opportunities with Frequently Bought Together History Most sellers glance at Amazon’s “Frequently Bought Together” section without much thought. The problem? What you see there is just the current snapshot—it changes daily. Tools like Helium 10 allow you to look back at the entire history of items purchased alongside your product (or even your competitors’). Why this matters for sellers: Product development: Imagine selling a bat-shaped bath mat and discovering that coffin-shaped toothbrush holders and bat shower hooks were historically purchased with it. That’s two new product opportunities you never would have thought of. Smarter advertising: Instead of only targeting your direct competition, you can run Sponsored Display ads on complementary items. Amazon has already proven that customers buy them together—so why not step in and capture that overlap? This strategy transforms simple browsing data into gold mines for bundles, cross-promotions, and advertising angles. 2. Bulk Convert Amazon Listings to TikTok Shop TikTok Shop is booming, with some sellers reporting sales that rival or even surpass Amazon. The biggest barrier? Many sellers say, “I don’t have time to rebuild all my listings for another platform.” That excuse is now outdated. With bulk listing converters, you can transfer your Amazon listings to TikTok Shop in under 30 seconds —AI-optimized for TikTok’s unique format. Benefits include: No tedious downloading of images or rewriting product descriptions. AI-tuned titles and copy that actually match TikTok’s audience style (not just a lazy copy-paste). A low-risk way to test a fast-growing sales channel. If Amazon feels crowded, TikTok Shop is your chance to expand quickly without doubling your workload. 3. Automate Keyword Harvesting Staying ahead with keywords can make or break your visibility. Traditionally, sellers run tools like Cerebro every couple weeks, compare results, and manually look for new opportunities. But this method eats up hours. Now, you can automate keyword harvesting . Instead of manually checking, you’ll be notified the moment competitors start ranking for a new, high-volume keyword. Why this is a game-changer: Capture sales opportunities before anyone else notices. Ensure you’re never the last to rank for trending terms. Free up hours of research time while still being first to act. It’s like having a personal assistant who never sleeps, constantly scanning Amazon to make sure you don’t miss out. 4. Protect Conversion Rates with Heat Maps Here’s a silent killer most sellers overlook: If Amazon checks in only a few units to one warehouse, customers in other regions may suddenly see two-week delivery times . Shoppers abandon their carts, your conversion rate plummets, and your ad spend is wasted. That’s where inventory heat maps come in. With heat maps, you can: See exactly where your inventory is located. Spot delivery black holes before they tank your sales. Adjust replenishment plans strategically and avoid wasted ad spend. The key here is visibility. Without heat maps, you’re flying blind and might never know why conversions dipped in certain regions. 5. Automate TikTok Fulfillment with Amazon MCF Not every seller has a warehouse or fulfillment setup ready for TikTok Shop orders. The solution? Amazon’s Multi-Channel Fulfillment (MCF). This lets Amazon handle your TikTok Shop fulfillment seamlessly—packing, shipping, and tracking updates—without any manual work. Advantages: Orders sync automatically with your TikTok Shop. You keep control over shipping speed and safety stock. You focus on growth, while Amazon handles the logistics. MCF essentially turns TikTok Shop into an instant extension of your Amazon FBA operation. 6. Spy on Competitor Sales with Brand Analytics Most sellers love Search Query Performance, but it only reveals insights for your own products. What about your competitors? With advanced analytics, you can slice Amazon Brand Analytics to see exactly which keywords generated sales for your competitors in the past. Why this matters: Amazon-verified sales data eliminates guesswork. Discover seasonal or one-off spikes where competitors capitalized. Build your own strategy to capture those same keywords next time. Think of it as learning from your competitors’ wins without repeating their mistakes. 7. Access Years of Keyword Ranking History Imagine being able to look back at how your product ranked during Prime Day last year—or which keywords spiked during last Q4. With most tools, this data is lost if you weren’t tracking at the time. Make use of Helium 10. It stores years of keyword data , even retroactively. This lets you: Benchmark your seasonal performance. Import competitor keywords and instantly see years of history. Identify trends and prepare for future events. Historical keyword data is like having a time machine for your business—showing you what worked, when, and how to replicate it. 8. Find Influencers Already Promoting Your Competitors Influencer-driven content has become essential for conversions on both Amazon and TikTok. But instead of cold-pitching random creators, why not find influencers who are already making videos about your competitors’ products ? Tools now let you discover: Which influencers created Amazon or TikTok content in your niche. Direct outreach info like emails or social profiles. Content history so you know if they’re a good fit. If they’ve promoted a competitor successfully, chances are they’ll be willing to do the same for you—possibly even better. 9. Discover the Top Three Clicked Products in Search Click-through insights are powerful. With Chrome extensions tied to Brand Analytics, you can instantly see the top three clicked products for any keyword last week. Why is this valuable? You identify who’s winning the clicks, not just the rankings. You can spot products that attract traffic but fail to convert—saving you from wasted ad bids. You’ll know when it’s worth bidding higher because you’re already pulling sales mid-page. It’s a shortcut to understanding buyer behavior without sifting through endless reports. 10. Save Hours with Rules-Based Advertising Manual PPC management is time-consuming, and with hundreds of campaigns, mistakes are inevitable. Rules-based advertising changes that. You can set rules like: If 25 clicks, 0 sales → pause target. If ACoS >70% → lower bid by 20%. Once set, these rules automatically apply across campaigns. The result: Hours saved every week. Wasted spend eliminated. Profitable campaigns that scale without babysitting. Automation doesn’t just save time—it ensures you’re making data-driven decisions consistently. Why These Strategies Work These 10 strategies might seem small individually, but together they compound into a massive competitive advantage. By stacking them, you can: Discover hidden product and bundle opportunities. Capture trending keywords before competitors. Expand into TikTok Shop effortlessly. Protect conversion rates and ad efficiency. Build scalable systems with automation. Most importantly, these methods are underutilized . Even seasoned Amazon sellers often miss them, which means you can get ahead by simply implementing what others overlook. Don’t Just Compete—Get Strategic E-commerce isn’t slowing down, and neither is the competition. But instead of fighting on the same old battlefield, these strategies help you outsmart, outmaneuver, and outperform. The challenge now is simple: pick one strategy and test it this week. Layer more strategies over time, and watch as each advantage compounds into long-term growth. And remember—you don’t have to figure it out alone. Chief Marketplace Officer (CMO) can help your brand implement these strategies, optimize your Amazon presence, and expand across channels like TikTok Shop with confidence. With the right expertise by your side, you’re not just keeping up—you’re leading.
If you’ve been selling on Amazon for a while, you know how quickly the marketplace evolves. What was a hot seller last year might be collecting dust today. Trends shift, new competitors jump in, and customer preferences keep changing. That’s why keeping a pulse on high-demand products is one of the smartest moves you can make as an Amazon seller in 2025. But here’s the challenge: finding those products takes time, research, and reliable insights. Luckily, Amazon shares a lot of data if you know where to look — and there are proven strategies you can use to identify what’s trending before everyone else catches on. In this guide, we’ll cover: • 18 trending, high-demand products across popular Amazon categories • Why these products are performing so well • Tips to help you identify profitable niches yourself • Practical marketing tactics to attract customers and boost sales By the end, you’ll walk away with product ideas and strategies you can put into action right away. Why High-Demand Products Matter Selling high-demand products on Amazon isn’t just about chasing the latest fad. It’s about positioning yourself where customers are already spending money. When you align your catalog with what buyers actively search for, you reduce risk and increase your chances of winning the Buy Box, climbing search rankings, and earning repeat business. And while competition is real, the Amazon marketplace is massive. Even within the most popular categories, there are always sub-niches and product variations where savvy sellers can carve out market share. Let’s dive into this year’s top 18 trending products. 1. Electronics – Surge Protectors Electronics is a tough but rewarding category. Demand never slows because people constantly upgrade devices. Surge protectors, particularly POWRUI and Hanycony models, are hot right now. • POWRUI surge protectors are compact, travel-friendly, and include USB ports. • Hanycony models offer overload protection for sensitive electronics. Both appeal to today’s tech-savvy, on-the-go customers who prioritize safety and convenience. 2. Clothing, Shoes & Jewelry – Crocs Love them or hate them, Crocs are back — and bigger than ever. Endorsed by celebrities and fueled by nostalgia, Crocs are a quirky fashion staple that customers keep buying. Why sellers love this product: Comfortable, durable, and easy to clean. Low return rates compared to other footwear. Strong appeal across multiple niches, from healthcare workers to outdoor enthusiasts. 3. Beauty & Personal Care – Acne Patches Skincare has exploded on social media, and the Mighty Patch is leading the way. What started as a TikTok craze has become a mainstream skincare essential. Customers rave about: • Simplicity and effectiveness, even on sensitive skin. • Over 140,000 global ratings with nearly 90% four stars or higher. • Celebrity endorsements that add credibility. If you’re into beauty, this is one trend you don’t want to miss. 4 & 5. Home & Kitchen + Kitchen & Dining – Insulated Tumblers Wellness meets style with insulated tumblers like the Stanley Quencher , Owala , and HydroJug . These aren’t just cups; they’re lifestyle statements. • Double-wall vacuum insulation keeps drinks hot or cold for hours. • Social media buzz drives consistent demand. • Portability and design add to their everyday appeal. The “hydration trend” is only growing stronger in 2025. 6. Health & Household – Whey Protein Powder Fitness and nutrition remain evergreen markets. Optimum Nutrition Gold Standard Whey Protein dominates because it offers value, flavor, and results. 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Cell Phone & Accessories – Screen Protectors Smartphone accessories are evergreen, but Ailun screen protectors stand out. • Easy to install with included kits. • High durability and reliability. • Affordable yet effective — appeals to a wide market. 13. Computers & Accessories – Type C Chargers With laptops getting slimmer and faster, chargers are more important than ever. The Sunveza USB Type C Charger is a best seller. • Compatible with MacBooks and other devices. • Reliable, efficient, and durable. • Longer cable adds user convenience. 14. Video Games – Gaming Headsets Gamers want immersion. The BENGOO G9000 headset delivers: • Superior sound quality and noise cancellation. • Comfortable for long sessions. • Holds the #1 Best Seller spot in PS4 headsets. 15. Musical Instruments – Lavalier Microphones Content creators fuel this trend. The MAYBESTA Wireless Lavalier Microphone is in high demand. • Compact and wireless, perfect for creators and musicians. • Reliable sound quality. • Essential for podcasts, videos, and performances. 16. Tools & Home Improvement – Under-Cabinet Lights DIY culture is booming, and MCGOR under-cabinet lights hit the sweet spot. • Rechargeable and wireless = no messy wiring. • Dimmable for versatile use. • Strong reviews and Amazon’s Choice badge boost trust. 17. Patio, Lawn & Garden – Pest Control Nobody likes uninvited guests. TERRO T300B Liquid Ant Killer is simple but effective. • Attracts and eliminates ants quickly. • Affordable and reliable. • Seasonal spikes in spring and summer boost sales potential. 18. Arts, Crafts & Sewing – Pencil Cases Creativity meets practicality with the WEMATE Large Pencil Case . • Stylish and functional for students, artists, and professionals. • High storage capacity. • Positive reviews drive word-of-mouth sales. 5 Steps to Spot Trending Products Yourself You don’t have to rely only on best-seller lists. Smart sellers use a framework to spot the next wave of demand: Identify current demand – Check best-seller lists, research tools, and customer reviews. Know your audience – Use Amazon Brand Analytics to understand buyer behavior. Evaluate product details – Consider size, shipping, price, durability, and seasonality. Monitor social trends – Social media often predicts Amazon’s next big thing. Source smart – Choose reliable suppliers to maintain quality and profitability. 6 Marketing Tips to Drive Sales Even with high-demand products, you need a solid marketing plan: Set competitive prices – Use Amazon’s Automate Pricing tool or monitor competitor pricing. Optimize your listings – Nail SEO with strong keywords, photos, and descriptions. Offer fast, free delivery – Leverage FBA for Prime eligibility. Use Buy with Prime – Bring Amazon’s trusted checkout experience to your own website. Advertise smart – Run targeted Amazon Ads campaigns to boost visibility. Track performance – Use Seller Central dashboards and adjust your strategy based on sales data. Winning on Amazon with the Right Partner Finding the right product to sell is only half the battle. Scaling, optimizing, and standing out from competitors is where the real challenge lies. That’s where Chief Marketplace Officer comes in. As a full-service agency dedicated to helping brands succeed on Amazon, they bring the expertise, tools, and strategies you need to thrive in today’s competitive marketplace. Whether you’re looking to launch a new high-demand product, optimize your listings, or run profitable advertising campaigns, Chief Marketplace Officer can help you boost visibility, sales, and brand growth. If 2025 is the year you want to take your Amazon business to the next level, partner with the experts who know how to get you there.