The Billion-Dollar Brands Leaving Amazon Search Wide Open

Sean Stone of Spillover Commerce is back on The PPC Den, and this time he refused to tell Mike the topic in advance. No pre-show. No planning. Just one question: which billion-dollar e-commerce market has nine of its eleven biggest players missing from Amazon?

Mike guessed mattresses. It's telehealth.

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🦡 Sean's agency, Spillover Commerce ➡️ https://www.spillovercommerce.com/

🦡 Show notes ➡️ https://www.adbadger.com/blog/amazon-ppc-education/the-billion-dollar-brands-leaving-amazon-search-wide-open-the-ppc-den-podcast/

From there Mike and Sean get into what this means for everyone else: why the best Amazon brands cut their bottom 5% of products every quarter, why 15% of Google searches have never been searched before, why "demand generation" is a scary phrase if all you do is demand capture, and how to turn Amazon into an acquisition channel with a product insert, a QR code and a Meta pixel.

Also in here: what telehealth brands could be selling on Amazon tomorrow, why continuous monitoring might be the next GLP-1, and Sean's new tagline, "Amazon demand starts elsewhere."

We'll see you in The PPC Den!

🦡 Highlights

00:00 - Intro

01:28 - The billion-dollar market that isn't on Amazon

02:49 - It's telehealth: D2C brands with a prescriber

04:18 - The haves: Hims and Ro

05:39 - The have-nots: GLP-1 brands with nothing on Amazon

06:23 - Who ranks when you search "Weight Watchers"

07:17 - "They paid for a billboard and left it empty"

07:45 - A market growing 24.6% a year through 2034

09:05 - Bigger than GLP-1: peptides, wearables, longevity

10:40 - "GLP-1 supplement support": 30,000 searches from nothing

11:53 - Protein snacks: 4x the search volume in three years

12:40 - Fiber gummies and the hockey stick

13:38 - Brand name plus modifier searches

14:00 - The spillover effect, featuring Gronk

16:03 - Trend spotting as a business model

17:56 - Nature Made's GLP-1 Companion: 10K units a month

19:23 - Why clinging to your catalog hurts your PPC

21:13 - 15% of Google searches are brand new

22:20 - Cut your bottom 5% every quarter

24:22 - "Amazon demand starts elsewhere"

25:32 - Demand generation vs demand capture

28:34 - What telehealth brands could sell on Amazon tomorrow

29:57 - Continuous monitoring is the next GLP-1

30:24 - Amazon as an acquisition channel

31:13 - The product insert, QR code and Meta pixel play

31:40 - The one DSP use case Sean likes

34:36 - You can't be full funnel if you're only on Amazon

35:59 - Go talk to your customers

37:09 - A "generational bag fumble"

38:44 - Will Spillover become a health-focused agency?

39:42 - Niche till it hurts

41:59 - Where to find Sean

🦡 Resources & Links

- Find Michael Erickson Facchin - Ad Badger's CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising

https://www.linkedin.com/in/michael-erickson-facchin/

- How to Launch Meta Ads as an Amazon Seller [The PPC Den Podcast]

https://www.adbadger.com/blog/amazon-ppc-education/how-to-launch-meta-ads-as-an-amazon-seller-the-ppc-den-podcast/

- 3 Unfair Advantages of the Top 1% of E-commerce Brands [The PPC Den Podcast]

https://www.adbadger.com/blog/amazon-ppc-education/3-unfair-advantages-of-the-top-1-of-e-commerce-brands-the-ppc-den-podcast/

- Why Amazon Brands Are Starting to Use Meta Ads and Shopify [The PPC Den Podcast]

https://www.adbadger.com/blog/amazon-ppc-education/why-amazon-brands-are-starting-to-use-meta-ads-and-shopify-the-ppc-den-podcast/

- Unlock our FREE comprehensive Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/

- Subscribe to our newsletter: https://www.adbadger.com/newsletter/

- Review all our show notes: https://www.adbadger.com/podcast

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host: Sean Stone

Senior Producer: Nancy Lili Gonzalez

Video and Audio Editor: Pedro Moreno