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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Amazon’s marketplace is vast, powerful, and fiercely competitive. With millions of sellers and algorithms that heavily favor competitive pricing, it’s easy for brands to feel pressured into lowering prices just to survive. But here’s the harsh truth: engaging in price wars may boost short-term sales—but at the cost of long-term brand value, profitability, and sustainability. As an experienced Amazon agency offering end-to-end brand support, we’ve witnessed how destructive pricing battles can be for brands that once held strong positioning. In this blog, we’ll break down what Amazon price wars are, why they occur, how they hurt your business, and most importantly, how to stay competitive without slashing prices. What Are Amazon Price Wars? A price war occurs when multiple sellers continuously undercut each other’s prices to win the Buy Box or capture more market share. This tactic is especially tempting on Amazon, where winning the Buy Box can mean the difference between success and obscurity. Amazon’s algorithm favors the lowest total price (including shipping), which leads sellers to believe that slashing their prices is the only way to gain visibility. However, while that approach might earn temporary wins, it initiates a race to the bottom where everyone loses: margins evaporate, brand trust erodes, and long-term viability is compromised. How Do Price Wars Start on Amazon? The price war spiral typically follows a predictable pattern: 1. Sellers Chase the Buy Box The Buy Box is Amazon’s holy grail. Sellers know that over 80% of conversions come from this placement. To win it, many sellers lower their prices, often significantly assuming it’s the only metric that matters. 2. Competitors React Once one seller drops their price, others follow suit. This tit-for-tat cycle continues until prices dip below profitability. 3. Profitability Collapses With multiple sellers cutting prices aggressively, margins vanish. Sellers may move high volumes, but each unit sold generates negligible or even negative profit. The worst part? Buyers now expect those lower prices. 4. Reputation Erodes Customers become suspicious when prices drop too low, assuming inferior quality or desperate liquidation. The brand’s perceived value takes a hit, and the long-term damage outweighs any short-term gains. Why Brands Should Avoid Price Wars Before diving into strategies, let’s address why price wars should be avoided at all costs: ✘ Shrinking Profit Margins Lowering prices diminishes profit margins and often doesn’t leave room to reinvest in essential aspects like advertising, logistics, or product development. For brands looking to scale, profit erosion is a death sentence. ✘ Unsellable Inventory Once prices dip too low, inventory loses perceived value. You may be forced to liquidate at or below cost, or worse, sit on unsellable stock. This puts strain on cash flow and disrupts reordering cycles. ✘ Brand Devaluation Your price is a key element of your brand. Slashing it repeatedly teaches customers that your products are only worth buying on discount. Over time, this cheapens brand equity and makes it harder to justify premium pricing—even for new products. ✘ Market Instability Constant price fluctuations cause confusion and instability in the marketplace. Your sales velocity may spike temporarily, but it becomes inconsistent and unpredictable—making it impossible to forecast or scale strategically. The Smart Seller’s Playbook: How to Avoid Price Wars on Amazon Price competitiveness matters—but that doesn’t mean you have to be the cheapest. Let’s explore strategic, proven methods for staying competitive without engaging in destructive price battles. 1. Build a Strong Brand Identity Price becomes irrelevant when customers want your brand. Branding is more than logos and packaging. It’s about storytelling, values, consistency, and customer trust. When your product and brand convey a clear, desirable identity, customers are less likely to shop based on price alone. Tactics: Optimize A+ Content to communicate your brand story and benefits. Use Brand Story modules to highlight your mission and value proposition. Incorporate lifestyle imagery and UGC to build emotional connections. Result: A well-branded product shifts the customer mindset from “What’s the cheapest?” to “This is the one I trust.” 2. Focus on Product Differentiation If your product is a commodity, price will always dominate. But if you differentiate effectively, you reduce the chances of direct comparison. Tactics: Offer unique bundles or variations (exclusive scents, colors, sizes). Highlight proprietary features or ingredients that competitors can’t replicate. Focus on packaging, customer experience, and added value. Example: Instead of selling a “vitamin C serum,” position it as a “clinically proven, dermatologist-formulated brightening treatment” with a proprietary blend not found elsewhere. 3. Control Your Distribution Channels Many brands unknowingly trigger price wars by losing control of their distribution. Unauthorized resellers, wholesalers, or retail arbitrage sellers can undercut prices without regard for your brand's strategy. Tactics: Use Amazon Brand Registry to protect intellectual property. Set clear pricing policies with authorized resellers. Monitor unauthorized listings and issue cease-and-desist notices when necessary. Enforce Minimum Advertised Price (MAP) policies where legally applicable. 4. Invest in Customer Experience A great product alone isn’t enough. Enhancing the entire customer journey increases perceived value, making price a secondary factor. Tactics: Provide exceptional customer service with fast, clear communication. Follow up post-purchase with branded emails or insert cards. Solicit and highlight positive reviews through legitimate request flows. Bonus: Satisfied customers often become repeat buyers—reducing your cost per acquisition and increasing lifetime value. 5. Monitor Pricing Trends, But Don’t React Emotionally Analyzing pricing trends is vital—but knee-jerk reactions to competitors’ discounts are what fuel price wars. Instead, develop a measured pricing policy. Tactics: Use historical data to identify seasonal price dips and plan promotions accordingly. Wait for lower-priced competitors to sell out before adjusting your pricing. Price for profit first, not the Buy Box alone. CMO Insight: “Winning the Buy Box at the cost of margin isn’t winning—it’s bleeding disguised as victory.” 6. Prioritize High-Margin Products in Your Catalog Not all products deserve equal promotional effort. A good strategy involves selecting SKUs with built-in margin flexibility and scalable potential. Tactics: Audit your catalog to identify hero products with the best profit margins. Reduce reliance on ultra-competitive, low-margin SKUs. Launch premium-tier versions of your products for added value. 7. Treat Advertising as a Profit Driver, Not Just a Sales Lever Advertising can offset the need for price cuts by driving visibility and conversions. But it must be approached as part of a larger profit optimization plan. Tactics: Optimize PPC campaigns with ACOS/ROAS targets that support your margins. Bid strategically on long-tail, high-intent keywords. Use Sponsored Brands and DSP to boost branded traffic. Key Point: The more you lean on branding and ads for visibility, the less you need to manipulate pricing. Frequently Asked Questions About Amazon Price Wars Q: Should I always lower prices to win the Buy Box? No. Winning the Buy Box depends on more than just price—shipping speed, seller rating, order defect rate, and other factors matter too. Always consider whether the margin loss is worth the temporary visibility boost. Q: What if a competitor drops their price drastically? Evaluate whether they’re a temporary disruptor (e.g., clearance sale) or a consistent player. Often, it’s better to wait them out. Don’t sacrifice long-term strategy for short-term panic. Q: Can I prevent other sellers from undercutting me? Yes, to an extent. With Brand Registry, you gain control over your listings. Combine that with MAP policies, strict distributor agreements, and proactive monitoring to maintain pricing integrity. Q: Is it better to offer bundles instead of discounting single units? Absolutely. Bundles can increase perceived value and average order value while maintaining healthy margins. Plus, they’re harder to compare directly with competitor listings. Final Thoughts: Brand Value Is Your Most Powerful Weapon In the chaotic arena of Amazon price wars, your brand is your best defense. Yes, pricing matters but it shouldn’t define your entire strategy. The most successful sellers maintain profitability by building brand loyalty, creating differentiated products, and controlling their listings with a long-term vision in mind. If you’re tired of racing to the bottom and want a strategic partner who understands the full Amazon lifecycle—from optimization and ad management to brand protection and catalog growth—our team is here to help. Sustainably scale. Stay profitable. Preserve your brand’s worth. Need help breaking free from the price war trap? Talk to our CMO -led Amazon strategy team and learn how to reclaim control of your margins while building a brand that lasts.
If you're thinking about becoming an Amazon seller or you’ve recently signed up, one of your first and most critical questions is likely: What should I sell? Choosing the right product can determine whether you thrive or flounder in the world’s largest online marketplace. With more than a billion items sold by Amazon selling partners in the U.S. and an average annual sales jumping to over $250,000 per seller, there’s no doubt that selling on Amazon is a lucrative opportunity. But getting a slice of that pie starts with smart product research. In this guide, we’ll explore how to generate product ideas using Amazon’s own tools, show you how to research, validate, and list your products, and give you tips for launching a brand that lasts. Whether you’re starting fresh or looking to expand, this blog will help you tap into Amazon’s vast ecosystem and prepare you to grow like a pro. Step 1: Understand What Makes a Great Amazon Product Not every product thrives on Amazon. The most successful items often share a few key characteristics: High demand, low competition Good profit margins Easy to package and ship Evergreen (sells year-round) Few moving parts or fragile components Before diving into Amazon tools, take stock of what matters most to your business: Do you want to build a brand? Resell trending products? Explore a niche hobby or market? With a clear goal in mind, you're better equipped to sift through opportunities and find your next bestseller. Step 2: 4 Smart Strategies to Spark Product Ideas If you’re stuck or unsure where to begin, start with these proven strategies: Put Your Own Spin on What’s Already Trending Look at popular products in your area of interest and ask: Can I do this better? Identify gaps by reading customer reviews. What do buyers love? What do they complain about? Target underserved audiences or needs. Can you tailor the product for a specific use case? Elevate the experience with better materials, more thoughtful packaging, or added features. Sometimes, success isn’t about reinventing the wheel—it’s about making a better one. Monitor Sales Metrics and Performance Trends Success doesn’t end with choosing the right product. You’ll need to continually track what’s working using Seller Central tools like: Brand Analytics dashboards Sales reports Customer feedback trends Account Health ratings Staying on top of these metrics helps you refine your offers and maximize your return. Get Inspired by Successful Sellers Stories of everyday entrepreneurs like Justin Dyson of Kids N’ Such , who scaled from $30K to $130K monthly sales prove you don’t need a massive budget to break through. Learn from their strategies and look at what kinds of products helped launch their brands. Conduct Deep Product Research The best ideas are backed by data. Go beyond gut feelings by: Browsing Amazon categories and subcategories Talking to potential customers Studying niche trends with eCommerce research tools Narrow your search from broad categories (e.g., Kitchen & Dining) to targeted niches (e.g., reusable meal containers). This makes it easier to identify winning opportunities. Step 3: Use Amazon’s Built-In Tools to Find Top Sellers Amazon offers a suite of free and paid tools that help you dig into sales trends, product demand, and competition. These include: Amazon Best Sellers Lists Updated hourly, these rankings show top-selling items in every category. Use them to: Identify high-performing niches Spot seasonal or trending products Benchmark against your own ideas Best Sellers Rank (BSR) Every product on Amazon has a BSR that reflects how well it sells in its category. Lower BSR = higher sales. Use this to evaluate product demand. Movers & Shakers This list highlights the biggest gainers in sales rank over the last 24 hours. It’s a real-time pulse of what’s hot. Hot New Releases Launching a new product? Use this list to track how similar items are performing—great for competitive research. Most Wished For See what customers want most even if they haven’t purchased it yet. This can be gold for planning inventory or marketing. Amazon Seller Mobile App Scan barcodes or ASINs on the go to check sales rank, pricing, and competition in real time. Product Opportunity Explorer This is Amazon’s ultimate data powerhouse. It offers detailed analytics including: Average units sold Niche saturation Seasonality Customer search volume and behavior Use this tool to validate demand before investing in a product. Step 4: Explore Product Categories with Proven Demand Do you still need inspiration? These are some of the top categories currently trending on Amazon: Beauty & Personal Care Think: hair growth oils, anti-aging creams, moisturizers, acne treatments. Kitchen & Dining Popular products include collapsible microwave covers, stainless steel tumblers, meat thermometers, and toddler sippy cups. Automotive From car cup holders to portable air compressors and interior cleaners, automotive accessories are in demand. Clothing, Shoes & Jewelry Items like shapewear, running shoes, yoga pants, and compression organizers are consistent bestsellers. Electronics USB wall chargers, Apple AirTags, Fire TV sticks, surge protectors, and smart tablets are constantly in demand. Appliances Compact ice makers, mini fridges, and portable washers combine convenience and size—perfect for eCommerce. Trends change rapidly, so always continue testing and researching to stay ahead of the curve. Step 5: Prepare Your Product for Launch A winning product idea isn’t enough. You also need to think about how to sell it. Here are some things to consider: Procurement: Source Your Products Will you resell, manufacture, or private label? Each has pros and cons. Make sure you work with reputable suppliers and validate product quality before scaling. Fulfillment: Choose a Shipping Method Amazon offers several fulfillment options: FBA (Fulfillment by Amazon): Amazon handles storage, shipping, and customer service. FBM (Fulfilled by Merchant): You ship the products yourself. Seller-Fulfilled Prime: Use your own warehouse while offering Prime delivery benefits. You can even mix fulfillment methods based on product type or inventory availability. Listing: Optimize Your Product Page First impressions matter. A great product listing includes: High-quality images and videos Clear, benefit-driven bullet points Keywords that match how customers search Competitive pricing Learn more in Amazon’s Listing Optimization Guide. Branding: Connect with Customers Once you enroll in Brand Registry, you can build a customizable storefront and share your brand story with rich content. This builds trust and drives conversions. Marketing: Promote and Scale Use Amazon Ads, SEO, influencer marketing, and email campaigns to drive awareness. Adjust your marketing tactics as you learn what resonates with customers. Step 6: Find Your Niche with Amazon’s Special Programs Amazon offers niche-specific programs to help you grow faster and more strategically. These include: Brand Registry: Unlocks A+ Content, sponsored brand ads, and brand protection tools. Amazon Handmade: For artisans and makers. Amazon Custom: For sellers offering personalized products. Merch by Amazon: Sell original designs with no upfront costs. Amazon Renewed: For selling refurbished or pre-owned goods. Mix and match these programs based on your goals and inventory. Key Take-away: Stay Flexible, Stay Curious Ecommerce isn’t static. What’s selling today may fade tomorrow, and new opportunities pop up constantly. Stay agile, revisit your strategies often, and always continue researching. As you grow, lean on Amazon’s tools to make smart, data-backed decisions. From the Best Sellers list to the Product Opportunity Explorer, there’s no shortage of resources to help you launch your next hit. Conclusion: Let Chief Marketplace Officer Help You Scale with Confidence Building a thriving Amazon store takes more than good product ideas. It requires expertise across sourcing, fulfillment, listing optimization, branding, and data analysis. And while Amazon gives you the tools, you still need the right strategy to put them to work. That’s where a Chief Marketplace Officer (CMO) comes in. We bring full-spectrum Amazon brand management to your business, overseeing everything from product launch to advertising strategy to customer retention. With experience in navigating Amazon’s complex algorithms, policies, and trends, CMO is your secret weapon for scaling sustainably. Whether you're just starting out or looking to grow faster, we ensure every part of your Amazon operation runs smoothly and profitably. Ready to take your Amazon store to the next level? Hit our inbox and we’ll unlock the full potential of your brand!